Google Ads, also famous as Google Ad, helps the business by bringing in new customers (sale, enquiry or leads) through search ads, display network ads, and YouTube ads.

Google -The No 1 global search engine was launched in 2000 when it was handling 20 million searches every day on the internet, and today it has reached a whopping figure of 3.5 billion every day.

In terms of revenue earned In the first quarter of 2021, Google's revenue amounted to the U.S. $ 55.3 billion U.S. dollars, up from around 41 billion U.S. dollars in the same quarter a year prior. Google's primary revenue source is advertising through Google sites and its network.

But Google Ads is not a too easy platform when it comes to monitoring your marketing success. You can spend hundreds, or thousands, of dollars ( marketing budget) and might come across little to no return on investment because the metrics are tricky to establish and understand for the new entrants.

As a newbie in Google Advertising, you must have a fundamental understanding of various terminologies associated with the Google Ad campaign. The given post would help you have the basic's clear before you get into the next level of Google Advertising.

These terms are frequently used in PPC and Google Ads, and they would help the newbies like you( seeking a career in digital marketing) to manage, set up and running an effective Google Ad campaign.

Ad Rank

The Ad Rank signifies your ad placement in terms of value. A value that determines your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all or not.

Usually, an Ad Rank is determined by the maximum bid multiplied by the quality Score. A higher value leads to better ranking, and you are likely to have more eyeballs rolling on your advt. It gives a better probability that online visitors are more likely to click the advt.

Ad Rank Formula: Maximum Cost Per Click Bid x Quality Score.

Google Ad Bidding

Nowadays, Google has an advanced bidding system. As an advertiser, you select a maximum bid amount; you're willing to pay for a click on your ad: the higher your bid, the better your placement. You pay for each click, but Google Ads will automatically set your requests to get you as many conversions as possible at the cost per action you specified.

Google Ad Campaign Type

Before you begin the campaign on Google Ads, as an advertiser, you got to select between one of three campaign types: search, display, or video.

  • Search ads are text ads that are displayed among search results on a Google results page.
  • Display ads are typically image-based and are shown on web pages within the Google Display Network.
  • Video ads are between six and 15 seconds duration and appear on YouTube.

Click-Through Rate (CTR)

Your CTR is the number of clicks you get on your ad as a proportion of the number of views your ad gets. A higher CTR indicates a quality ad that matches search intent and targets relevant keywords.

Conversion Rate (CVR)

The CVR is a measure of form submissions as a proportion of the total no of visits to your landing page. A high CVR means that your landing page presents a seamless user experience that matches the ad's promise.

Display Network

Google ads are displayed on either search results pages or a Google Display Network web page (GDN). GDN is a network of websites that allow space on their web pages for Google Ads. The most popular Display Adoptions are Google Shopping and app campaigns.


Ad Extensions allow the advertiser to supplement the ad with additional information at no extra cost.


When a Google user types a query into the search field, Google returns a range of results that match the searche's intent. Keywords are words that align with what a searcher wants and will satisfy their query.


Pay-per-click, popular as PPC, is advertising where the advertiser pays per click on an ad. PPC is not specific to Google Ads, but it is the most common type of paid campaign.

Quality Score (Q.S.)

Quality Score measures the quality of the ad by your click-through rate (CTR). Besides, your keywords relevance, the quality of your landing page, and your past performance on the SERP.
Q.S. plays a determining role in your AdRank.