Plain-English definitions of the core terms for the Google Ads Search Certification. Simplified for learning; Google’s documentation is authoritative.
| Term | Definition |
|---|---|
| Google Ads | Google’s advertising platform for running paid campaigns, including Search. |
| Search campaign | Ads shown on Google’s search results in response to user queries. |
| Auction | The real-time process that decides which ads show and in what order for a search. |
| Ad Rank | The value that sets ad position, combining bid, ad quality, context and expected impact. |
| Quality Score | A diagnostic (1-10) reflecting expected click-through rate, ad relevance and landing-page experience. |
| Keyword | A word or phrase you bid on so your ad can show for related searches. |
| Broad match | Match type that shows ads for related searches, including synonyms and intent. |
| Phrase match | Match type that shows ads for searches including the meaning of your keyword. |
| Exact match | Match type that shows ads for searches with the same meaning or intent as the keyword. |
| Negative keyword | A term you exclude so your ad does not show for it. |
| Ad group | A container for related keywords and the ads that target them. |
| Campaign | A set of ad groups sharing a budget, settings and bid strategy. |
| Responsive search ad | An ad that mixes multiple headlines and descriptions, which Google combines automatically. |
| Bid | The most you are willing to pay for a click (or other action). |
| Smart Bidding | Automated, goal-based bidding using Google’s signals (e.g. Target CPA, Target ROAS). |
| Target CPA | A Smart Bidding strategy aiming for a set cost per conversion. |
| Target ROAS | A Smart Bidding strategy aiming for a set return on ad spend. |
| Maximise conversions | A Smart Bidding strategy that gets the most conversions for a budget. |
| CPC | Cost per click - what you pay when someone clicks your ad. |
| CTR | Click-through rate - clicks divided by impressions. |
| Impression | A single instance of your ad being shown. |
| Conversion | A valuable action you track, such as a purchase or sign-up. |
| Conversion tracking | The setup that records conversions; required for Smart Bidding to optimise. |
| Conversion rate | Conversions divided by clicks. |
| Impression share | Impressions received divided by impressions you were eligible for. |
| Skillshop | Google’s free platform for Google Ads training and certification assessments. |