Google Ads Abbreviations Every Marketer Needs to Know

If you’re new to digital marketing, Google Ads can feel overwhelming with its endless acronyms and technical terms. Don’t worry—this guide breaks down every abbreviation in plain language, with examples to help you understand how they impact your campaigns.

📊 Core Metrics & Pricing Models

1. CPC (Cost Per Click):
   This is the amount you pay each time someone clicks your ad. For example, if your CPC is $2, you’re charged $2 every time a user clicks your ad. Lower CPCs mean you’re spending less to attract visitors.

2. CPM (Cost Per Mille):
   “Mille” means 1,000 in Latin. CPM is the cost for 1,000 ad impressions (views), even if no one clicks. This is common for brand awareness campaigns (e.g., a video ad that plays on YouTube).

3. CPA (Cost Per Acquisition):
   The average cost to get a conversion, like a sale or lead. If you spend $100 on ads and get 10 sign-ups, your CPA is $10. This helps measure how efficiently your ads drive results.

4. CTR (Click-Through Rate):
   The percentage of people who click your ad after seeing it. If your ad gets 1,000 impressions and 10 clicks, your CTR is 1%. A high CTR means your ad is relevant to viewers.

5. ROAS (Return on Ad Spend):
   Measures revenue earned for every dollar spent on ads. A ROAS of 5 means you made $5 for every $1 spent. This tells you if your campaigns are profitable.

6. CVR (Conversion Rate):
   The percentage of clicks that lead to a conversion. If 100 people click your ad and 5 buy something, your CVR is 5%. Improving your landing page can boost this rate.

🎯 Campaign Types & Targeting

7. SNDS (Search Network with Display Select):
   A campaign that shows ads on Google Search (when people type keywords) and on Google’s Display Network (websites, apps). It’s a mix of search and visual ads.

8. DNO (Display Network Only):
   Ads appear only on Google’s Display Network—websites, blogs, or apps related to your audience’s interests. Great for visual ads (like banners) to build brand awareness.

9. PMax (Performance Max):
   A fully automated campaign type that runs ads across Google’s platforms (Search, Display, YouTube, Gmail) to find the best-performing audience. You provide assets (text, images), and Google does the rest.

10. RLSA (Remarketing Lists for Search Ads):
    Targets users who’ve already visited your website. For example, if someone abandons their cart, RLSA lets you show them a search ad like “Finish your purchase!”

11. DSA (Dynamic Search Ads):
    Google automatically creates ads based on your website content. If you have a large product inventory (e.g., an online store), DSAs save time by generating ads for products you haven’t manually listed.

12. GDN (Google Display Network):
    Millions of websites, apps, and videos where Google Display Ads appear. These are visual ads (banners, videos) shown to users based on their interests or browsing history.

💰 Bidding Strategies

13. tCPA (Target Cost Per Acquisition):
    Google’s AI automatically adjusts bids to hit your target CPA. If you want each lead to cost $20, Google will bid higher or lower in auctions to achieve that goal.

14. tROAS (Target Return on Ad Spend):
    Google optimizes bids to maximize revenue based on your target ROAS. If you aim for a 400% ROAS ($4 revenue per $1 spent), Google prioritizes users most likely to spend more.

15. ECPM (Effective Cost Per Mille):
    A metric used in Display campaigns to balance CPC and CPM bids. It helps Google prioritize clicks that are likely to lead to conversions, even if you’re paying per impression.

📱 Ad Formats & Extensions

16. RSA (Responsive Search Ad):
    Create multiple headlines and descriptions, and Google mixes them to find the best combination. For example, “Buy Running Shoes” + “50% Off Today” might perform better than other variations.

17. SLE (Sitelink Extension):
    Extra links below your main ad text. If your ad is for a shoe store, sitelinks could direct users to “Men’s Shoes,” “Women’s Sneakers,” or “Customer Reviews” for more options.

18. CLE (Call Extension):
    Adds a phone number or “Call Now” button to your ad. Ideal for local businesses (e.g., plumbers) where users might want to contact you directly.

🔍 Audience & Performance Tools

19. QS (Quality Score):
    Google rates your ad’s relevance (1–10) based on factors like click-through rate (CTR), keyword relevance, and landing page quality. A higher QS lowers your CPC and improves ad position.

20. IS (Impression Share):
    The percentage of times your ad could have been shown but wasn’t. If your IS is 70%, you’re missing 30% of potential impressions due to budget or low ad rank.

21. ATIS (Absolute Top Impression Share):
    How often your ad appears in the very first position above organic search results. A high ATIS means you’re dominating visibility for your keywords.

⚙️ Technical Terms

22. Ad Rank:
    Determines your ad’s position in search results. Calculated using your bid, Quality Score, and ad relevance. Even with a high bid, a poor QS can hurt your rank.

23. GA4 (Google Analytics 4):
    Google’s free tool to track website/app user behavior. It shows how people find your site (e.g., via Google Ads) and what they do there (e.g., buy a product).

🚀 Other Key Terms

24. DV360 (Display & Video 360):
    A premium Google tool for large businesses to buy ad space programmatically (automatically) across websites, apps, and streaming platforms.

25. UAC (Universal App Campaign):
    Automated ads to promote mobile apps. Google pushes your app install ads across Search, YouTube, and the Play Store based on your budget and goals.

Why This Matters for Beginners

Understanding these terms helps you:

• Optimize budgets: Lower CPCs and CPAs mean more results for less money.
• Choose the right campaigns: Use PMax for simplicity or RLSA to retarget interested users.
• Improve ads: A higher Quality Score (QS) means better ad placement and lower costs.

Pro Tips to Get Started

1. Start with PMax campaigns if you’re overwhelmed—Google’s AI handles most of the work.
2. Use RSA ads to test multiple headlines and descriptions automatically.
3. Check Impression Share (IS) to see if budget limits are hurting your ad visibility.

Now that you’re fluent in Google Ads lingo, you’re ready to launch campaigns with confidence! 🚀