Paid Media terms

An ad placed in the part of a page visible before the user scrolls.

The share of your ad impressions that appeared in the very first search ad slot.

An extra piece of content, like a link or image, added to an ad to give more detail.

The real-time process that decides which eligible ads appear and in what order.

The written text of an advertisement, including its headlines and descriptions.

A digital marketplace where advertisers and publishers buy and sell ad impressions through real-time auctions.

Extra information added to an ad, such as links, phone numbers, or highlights.

The drop in ad performance that happens when people see the same ad too often.

Deceptive activity that generates fake ad views or clicks to steal advertising spend.

A company that gathers ad space from many publishers and resells it to advertisers in bulk.

A Google Ads value that decides whether your ad shows and in what position.

A Google Ads rating of how closely your ad matches the intent behind a search.

A Google Ads setting that controls how competing ads in an ad group are served.

A campaign setting that controls which days and hours your ads are eligible to show.

Software that stores, chooses, delivers, and tracks online ads across websites and apps.

A Google Ads rating of how complete and varied a responsive ad's assets are.

A snippet of code on a page that requests and displays an ad from an ad server.

The process of setting up, scheduling, and managing ad campaigns inside an ad server.

Independent measurement that checks whether ads were seen, safe, and served to real people.

A public file publishers post to declare which companies may sell their ad inventory.

A Google audience grouping people by long-term interests, habits, and lifestyle.

A Google Ads report comparing your auction performance with other advertisers on the same terms.

Blocking specific groups of people from seeing your ads.

A hint you give an automated campaign about who is likely to convert.

Choosing who sees an ad based on people's attributes, interests, or behavior.

Sound-based ads played within streaming music, podcasts, or digital radio.

Any Google Ads strategy where the platform sets your bids for you, rather than you setting a fixed CPC by hand.

A rectangular image or graphic ad placed on a web page or app screen.

Targeting ads based on a person's past online actions and browsing patterns.

The amount an advertiser offers to pay for a click, view, or other ad action in an auction.

A percentage change that raises or lowers bids for a specific device, location, time, or audience.

A Meta bidding control that sets the highest bid the system can place in any auction.

The rules or automation used to set advertising bids.

Automated, non-human visits or interactions generated by software rather than real people.

Keeping ads away from content that could clearly harm a brand's reputation.

Matching ad placements to content that fits a specific brand's values and comfort level.

A match type that shows ads on searches related to your keyword's meaning.

How an ad platform spreads a campaign's spend across the time period rather than all at once.

A short non-skippable video ad, up to six seconds long, used for quick brand recall.

An ad add-on that displays a phone number so users can call your business.

Short, non-clickable phrases that highlight features or offers in a search ad.

Generating fake or invalid clicks on ads to drain budgets or inflate earnings.

A conversion credited when someone clicks an ad and then completes an action.

Running video ads on televisions that stream content over an internet connection.

Google's feature that adjusts how its tags behave based on a user's consent choices.

Placing ads based on the content of the page or app, not on who is viewing it.

A method that sends conversion events to an ad platform directly from a server instead of the browser.

The time span after an ad interaction during which a later conversion still gets credit.

Measuring users and conversions without relying on third-party cookies.

A Meta bidding control that aims to keep your average cost per result at or below a set amount.

The average cost for each interaction with an ad, such as a like or expand.

The average amount spent to get one app install from a campaign.

The average amount you spend to acquire one lead from a campaign.

The average price paid each time someone views a video ad.

The average media cost required to produce one defined acquisition.

The average amount paid for each ad click.

The cost to deliver one thousand ad impressions.

The practice of cycling multiple ad creatives so no single one runs too long.

The percentage of impressions that result in a click.

An audience built from an advertiser's own data, such as a customer list or site visitors.

A Google audience built from keywords and URLs to reach people researching specific topics.

A tool that uses your uploaded customer contact data to target or exclude those people with ads.

The average amount you set to spend on a campaign per day.

Scheduling ads to run only during chosen hours or days when they perform best.

A Google campaign for visual, social-style ads across YouTube, Discover, and Gmail feeds.

Software advertisers use to buy programmatic ad inventory across many sources from one place.

Selecting who sees an ad based on traits like age, gender, income, or parental status.

The body text of a search ad that explains the offer beneath the headlines.

Advertising shown on digital screens in public places like streets, transit, and stores.

Google's earlier native ad format across the YouTube feed, Gmail, and Discover.

Visual banner or image ads shown on websites, apps, and other placements across ad networks.

The web address shown in an ad, which may differ from the real landing page.

Ads that show people the exact products or services they viewed on your site or app.

A semi-automated strategy that adjusts your manual click bids based on the chance of a conversion.

A match type that shows ads only for searches with your keyword's same meaning.

A retired Google search ad format with fixed headlines and descriptions you wrote directly.

Google Ads' estimate of how likely your ad is to be clicked when shown for a keyword.

The actual landing page address a user reaches after clicking an ad.

An auction where the winning bidder pays the full amount they bid.

Limiting how many times one user sees your ad within a set time period.

Setting a virtual boundary around an area to target ads to devices inside it.

Google's network of websites, apps, and videos where advertisers can run display and video ads.

The bold, clickable title line at the top of a text ad.

The percentage of eligible impressions an advertiser actually received.

Showing ads inside mobile apps rather than on web pages.

A Google audience of users whose recent activity signals they are actively researching or ready to buy.

A video ad that plays inside another video, before, during, or after it.

A written agreement that confirms the terms of a media buy between advertiser and publisher.

A full-screen ad shown at natural break points in an app or website.

Ad impressions or clicks that do not come from genuine human interest.

Using chosen keywords to decide which searches or content your ads can match.

Google Ads' assessment of how useful and relevant your landing page is to people who click.

The early period when an ad system gathers data before delivery and results stabilize.

A total amount set to spend across a campaign's entire scheduled run.

A Google Ads asset that shows your business address, map pin, and distance alongside an ad.

An ad audience a platform builds to resemble an existing customer or source list.

A low-quality website built mainly to load ads rather than serve real readers.

A bidding approach where the advertiser sets and adjusts bids directly instead of letting the platform decide.

The setting that controls how closely a search must relate to your keyword to trigger ads.

The highest amount an advertiser will pay for a single click on an ad.

An automated strategy that sets bids to get the most clicks possible within your budget.

A Google Ads Smart Bidding strategy that spends your full budget chasing the highest total conversion value, not the highest number of conversions.

An automated strategy that sets bids to get the most conversions possible within your budget.

Paid ads designed to match the look and feel of the surrounding content.

A term used to prevent ads from matching unwanted searches.

A video ad that must be watched in full before the content continues.

Ads served inside streaming video delivered over the internet, outside traditional cable or broadcast.

When a platform spends more than your daily budget on a given day to catch high-opportunity traffic.

A Google campaign that serves across all its channels from one automated, goal-based setup.

A match type that shows ads when a search includes your keyword's meaning.

A small piece of code that loads on a page to record user actions for advertising.

Choosing the specific websites, apps, videos, or channels where your ads can appear.

An interactive ad that lets users try a short, hands-on demo before installing an app.

A Google Ads strategy that applies one automated bidding goal across multiple campaigns together.

An advertising model in which the advertiser pays when an ad is clicked.

A Google Ads asset that lists products or services with prices below a search ad.

Google's set of proposed web technologies for advertising that reduce cross-site tracking.

The original Google name for a feed-driven Shopping ad: the unit that shows a product image, price, title, and merchant name directly in search results.

Buying and selling ad space automatically through software and real-time auctions.

A Google Ads diagnostic that compares expected ad quality with other advertisers.

An auction that sells each ad impression to the highest bidder as a page loads.

Showing ads to people who previously visited a site or engaged with a brand.

A saved group of users who took a specific action, used to serve them ads later.

A Google display ad that auto-adjusts its images, text, and size to fit many placements.

A Google search ad that mixes your headlines and descriptions to test combinations automatically.

Advertising to people who previously interacted with a brand.

An opt-in ad users choose to watch in exchange for an in-app reward.

An interactive ad that uses video, audio, animation, or clickable elements beyond a static image.

Revenue attributed to advertising divided by advertising cost.

Text ads shown on search engine results in response to a user's query.

The share of possible search ad impressions your ads actually received.

A report listing the actual searches that triggered your ads.

An auction where the winner pays just above the next highest bid, not their own full bid.

A public file where ad platforms disclose the sellers and intermediaries in their supply.

Collecting and sending marketing data through a server rather than directly from the user's browser.

Your brand's share of total advertising presence in a market or channel.

A single Google Ads budget spread across several campaigns instead of one each.

Product ads showing an image, price, and store name, driven by a product data feed.

An audience of new users who resemble an existing customer or visitor list.

An ad add-on that shows extra clickable links to specific pages on your site.

A video ad viewers can skip after a few seconds, typically about five.

Google Ads automated bidding that sets a bid for each auction using machine learning.

Meta's classification for ads about sensitive topics that face extra targeting restrictions.

Content a brand pays a publisher or creator to produce or distribute, clearly labeled as paid.

An ad add-on that lists specific aspects of your products or services under a header.

Choosing the most efficient routes to buy the same ad inventory in programmatic advertising.

Software publishers use to sell and manage their ad inventory programmatically.

An automated strategy that sets bids to get as many conversions as possible near a target cost each.

A Google Ads automated bidding strategy that sets bids to appear in a chosen percentage of eligible auctions, in a chosen position on the page.

An automated strategy that sets bids to reach a target return on ad spend from conversion value.

A cookie set by a domain other than the website a user is visiting, used to track across sites.

Showing ads on pages and videos grouped around a chosen subject or theme.

A sealed-bid auction where the highest bidder wins but pays the second highest bid amount.

Ads delivered as video clips before, during, after, or alongside other content.

A conversion counted when someone sees an ad, does not click, but converts later.

A measure of whether an ad actually appeared on screen where a person could see it.

Ad budget spent on clicks or impressions that cannot lead to your goal.