# Glossary

Course: [Google Ads for B2B Teams](https://www.devtutorials.ai/learn/google-ads) · Section: Toolkit
Source: https://www.devtutorials.ai/learn/google-ads/toolkit/glossary

> Every Google Ads term used in the course, with a short definition.

<p className="gads-lede">Short definitions of the terms used in this course. In the lessons, hover over or tap a dotted-underlined term to see its definition without leaving the page.</p>

<aside className="gads-glance" aria-label="At a glance">
<p className="gads-glance-title">At a glance</p>
<ul>
<li>Hover over or tap a dotted-underlined term in any lesson to see its short definition.</li>
<li>Terms people mix up most: Presence vs Presence or interest, Smart Bidding vs Manual CPC, conversion vs qualified lead.</li>
</ul>
</aside>

<p><a href="#ad-group">A</a> · <a href="#bid-adjustment">B</a> · <a href="#cmp">C</a> · <a href="#demand-gen">D</a> · <a href="#enhanced-conversions">E</a> · <a href="#ga4">G</a> · <a href="#impression-share">I</a> · <a href="#keyword">K</a> · <a href="#location-targeting">L</a> · <a href="#manual-cpc">M</a> · <a href="#negative-keyword">N</a> · <a href="#offline-conversion-import">O</a> · <a href="#performance-max">P</a> · <a href="#quality-score">Q</a> · <a href="#responsive-search-ad">R</a> · <a href="#search-partners">S</a> · <a href="#utm-parameters">U</a> · <a href="#value-per-click">V</a></p>

<dl className="gads-glossary-list">
<dt id="ad-group">Ad group</dt>
<dd>A set of closely related keywords that share the same ads and landing page. Keep each ad group to one theme.</dd>
<dt id="ad-rank">Ad Rank</dt>
<dd>The score Google uses to order ads in each auction. It combines your bid, ad quality, expected impact of assets and the context of the search.</dd>
<dt id="ai-max-for-search">AI Max for Search</dt>
<dd>An optional setting on Search campaigns that expands matching beyond your keywords, rewrites ad text and can pick landing pages. Treat it as an experiment once you have reliable conversion data.</dd>
<dt id="asset">Asset</dt>
<dd>Extra pieces Google can show with your ad: sitelinks, callouts, structured snippets, images and more. Formerly called extensions.</dd>
<dt id="attribution-model">Attribution model</dt>
<dd>The rule for dividing credit for a conversion across the clicks and touches that led to it. Google Ads now offers data-driven and last click.</dd>
<dt id="auction">Auction</dt>
<dd>The instant contest that runs on every search. Google picks which eligible ads show and in what order based on Ad Rank.</dd>
<dt id="bid-adjustment">Bid adjustment</dt>
<dd>A percentage increase or decrease applied to bids for a location, device, schedule or audience. Most are ignored by Smart Bidding; device -100% still works.</dd>
<dt id="broad-match">Broad match</dt>
<dd>The loosest keyword match type. Your ad can show for searches related to the meaning of the keyword, including ones that share no words with it.</dd>
<dt id="cmp">CMP</dt>
<dd>Consent management platform: the cookie banner tool that records a visitor’s consent choices and passes them to tags, including Google Consent Mode.</dd>
<dt id="consent-mode-v2">Consent Mode v2</dt>
<dd>Google’s way for tags to adjust behaviour based on consent. It uses four signals (ad&#95;storage, analytics&#95;storage, ad&#95;user&#95;data, ad&#95;personalization) and is required for EEA, UK and Swiss traffic.</dd>
<dt id="conversion">Conversion</dt>
<dd>An action you count as valuable, such as a trial sign-up, demo request or a CRM stage like “qualified lead”.</dd>
<dt id="conversion-rate">Conversion rate</dt>
<dd>Conversions divided by clicks (or interactions). Use it with deal value to work out what a click is worth.</dd>
<dt id="conversion-value-rules">Conversion value rules</dt>
<dd>Rules that raise or lower the value of conversions by location, device or audience, so value-based bidding pays more where conversions are worth more.</dd>
<dt id="cpa">CPA</dt>
<dd>Cost per acquisition: spend divided by conversions. Target CPA is the bid strategy that aims for an average cost per conversion.</dd>
<dt id="cpc">CPC</dt>
<dd>Cost per click: what you pay when someone clicks. You never pay more than your max CPC, and usually less.</dd>
<dt id="ctr">CTR</dt>
<dd>Click-through rate: clicks divided by impressions. A quick read on how relevant your ad is to the search.</dd>
<dt id="demand-gen">Demand Gen</dt>
<dd>A campaign type that runs on YouTube, Discover, Gmail and the Display Network. It replaced Video action campaigns and is how most YouTube conversion campaigns run now.</dd>
<dt id="display-network">Display Network</dt>
<dd>Millions of websites and apps that show Google ads. Search campaigns can opt in; for B2B lead gen you usually turn it off.</dd>
<dt id="enhanced-conversions">Enhanced conversions</dt>
<dd>Sends hashed first-party data (such as email) with a conversion so Google can match it to a signed-in user. Enhanced conversions for leads lets you later upload CRM outcomes matched on that data.</dd>
<dt id="exact-match">Exact match</dt>
<dd>The tightest match type. Your ad shows for searches with the same meaning or intent as the keyword.</dd>
<dt id="ga4">GA4</dt>
<dd>Google Analytics 4, Google’s free analytics product. It records visits and events and can share conversions with Google Ads.</dd>
<dt id="gclid">GCLID</dt>
<dd>Google Click ID: a unique value Google adds to your landing page URL on each ad click. Save it with the lead so you can send CRM outcomes back later.</dd>
<dt id="geo-bid-calculator">Geo bid calculator</dt>
<dd>The tool in the Geographic targeting lesson that turns per-region cost, clicks, conversions and deal value into value per click and bid suggestions.</dd>
<dt id="google-tag">Google tag</dt>
<dd>The single tag (gtag.js) that sends data to Google Ads and GA4. You add it once to every page of the site.</dd>
<dt id="impression-share">Impression share</dt>
<dd>The share of eligible impressions you actually got. Lost impression share tells you whether budget or rank is holding you back.</dd>
<dt id="invalid-traffic">Invalid traffic</dt>
<dd>Clicks Google judges not to be from genuine interested users, such as bots or accidental and repeated clicks. Google filters and credits much of it automatically.</dd>
<dt id="keyword">Keyword</dt>
<dd>A word or phrase you bid on. Google matches it to searches according to its match type.</dd>
<dt id="location-targeting">Location targeting</dt>
<dd>The countries, regions or cities where your ads can show, plus the setting that decides whether “being there” or “being interested in there” counts.</dd>
<dt id="manual-cpc">Manual CPC</dt>
<dd>A bid strategy where you set maximum CPC bids yourself. Location, device and schedule bid adjustments work with it.</dd>
<dt id="match-type">Match type</dt>
<dd>The setting that controls how closely a search must relate to your keyword: broad, phrase or exact.</dd>
<dt id="maximize-conversions">Maximize conversions</dt>
<dd>A Smart Bidding strategy that tries to get the most conversions for your budget. Add a target CPA once you have steady data.</dd>
<dt id="mql-sql">MQL / SQL</dt>
<dd>Marketing-qualified lead and sales-qualified lead: CRM stages that say a lead fits your criteria (MQL) and sales has accepted it as a real opportunity (SQL).</dd>
<dt id="negative-keyword">Negative keyword</dt>
<dd>A word or phrase that stops your ad showing for searches containing it. Your main tool against wasted spend.</dd>
<dt id="offline-conversion-import">Offline conversion import</dt>
<dd>Uploading outcomes that happen after the click, such as SQLs or closed deals from your CRM, back into Google Ads so bidding can learn from them.</dd>
<dt id="performance-max">Performance Max</dt>
<dd>A campaign type that runs across Search, YouTube, Display, Discover, Gmail and Maps from one set of assets, with Google deciding where to spend.</dd>
<dt id="phrase-match">Phrase match</dt>
<dd>A middle match type. Your ad shows for searches that include the meaning of the keyword, possibly with extra words before or after.</dd>
<dt id="pipeline">Pipeline</dt>
<dd>The value of open sales opportunities. In B2B ads it is the outcome that matters more than form fills.</dd>
<dt id="presence">Presence</dt>
<dd>Location option that shows ads only to people who are, or regularly are, in your targeted locations. Use this for B2B software.</dd>
<dt id="presence-or-interest">Presence or interest</dt>
<dd>The default location option. It also shows ads to people outside your targeted locations who seem interested in them, which leaks spend to countries you never chose.</dd>
<dt id="quality-score">Quality Score</dt>
<dd>A 1 to 10 diagnostic for each keyword based on expected CTR, ad relevance and landing page experience. It hints at problems; it is not a goal in itself.</dd>
<dt id="responsive-search-ad">Responsive search ad</dt>
<dd>The standard Search ad format. You give up to 15 headlines and 4 descriptions and Google tests combinations.</dd>
<dt id="roas">ROAS</dt>
<dd>Return on ad spend: conversion value divided by cost. Target ROAS bidding aims for that ratio.</dd>
<dt id="search-partners">Search Partners</dt>
<dd>Non-Google sites that show Search ads, such as other search engines and site search boxes. Quality varies; start with it off.</dd>
<dt id="search-terms-report">Search terms report</dt>
<dd>The list of real searches that triggered your ads. Read it weekly to find negatives and new keywords.</dd>
<dt id="smart-bidding">Smart Bidding</dt>
<dd>Google’s automated bid strategies that set a bid for every auction to hit a conversion or value goal: Maximize conversions, Target CPA, Maximize conversion value, Target ROAS.</dd>
<dt id="utm-parameters">UTM parameters</dt>
<dd>Tags added to a URL (utm&#95;source, utm&#95;medium, utm&#95;campaign and so on) so analytics and your CRM know where a visit came from.</dd>
<dt id="value-per-click">Value per click</dt>
<dd>What a click is worth on average: conversion rate × value per conversion. Compare it with CPC to decide where to bid more.</dd>
</dl>