Paid Search Terms
Keywords
The words/phrases you bid on. Think of them as the fishing lures you're casting into the search ocean. (Note: Not to be confused with SEO/AEO keywords).
Search Terms
What someone actually types into Google. Your keyword might be "branding agency," but they searched "help my logo sucks."
Search Terms Report
Shows you what people actually searched for when your ad showed up. It's like seeing what people really want vs. what you think they want.
Match Types
Broad Match
The wild west of keywords. Type "branding" and your ad might show for "wedding planning" because Google thinks it's related. Use sparingly unless you enjoy burning money.
Phrase Match
Your keyword must appear in their search, but other words can come before/after. "branding agency" could match "best branding agency in SC" but not "agency for branding websites."
Exact Match
What it says on the tin. Well, mostly. Google still takes liberties with synonyms and close variants because they know better than you, apparently.
Broad Match Modifier (Being Phased Out)
Was the middle ground. Google killed it because having options is apparently too complicated.
Negative Keywords
Your "absolutely not" list. Add "free" if you don't want bargain hunters. Add "jobs" if you're not hiring. It's quality control for your ad spend.
Negative Match Types
Broad Negative
Blocks searches containing that word anywhere
Phrase Negative
Blocks the exact phrase (with other words allowed). Think Nike wanting to sell to "marathon" runners, and not serve ads to people searching for "Marathon Gas near me"
Exact Negative
Blocks only that specific term
Performance Metrics That Actually Matter
Impressions
How many times your ad showed up. Like putting a billboard on I-85 vs. a dirt road.
Clicks
People who actually clicked. The difference between window shopping and walking into your store.
CTR (Click-Through Rate)
Clicks ÷ Impressions = CTR.
If it's under 2%, your ad copy is probably as exciting as watching paint dry.
CPC (Cost Per Click)
What you pay each time someone clicks. In competitive markets like "lawyer" or "insurance," expect to pay more than your monthly Netflix budget per click.
CPM (Cost Per Mille)
Cost per 1,000 impressions. Mostly for display campaigns, but good to know.
Quality Score
Google's report card (1-10) on your keywords. Higher score = lower costs. It's based on expected CTR, ad relevance, and landing page experience.
Ad Rank
How Google decides whose ad shows where. It's your bid × Quality Score × other factors Google won't fully explain.
Campaign Architecture
Campaign
The top level. Usually organized by product, service, or geography. Think of it as your filing cabinet.
Ad Group
Collections of related keywords within a campaign. Keep it tight—don't throw "branding" and "web design" in the same group unless you want confusing data.
Ad Extensions
Extra info that makes your ad bigger and more useful. Sitelinks, callouts, structured snippets. Use them—they're free real estate.
Bidding Strategies
Manual CPC
You set the max you'll pay per click. Full control, but requires babysitting.
Enhanced CPC
Manual bidding with Google's "helpful" adjustments. They'll increase bids for clicks they think will convert.
Target CPA (Cost Per Acquisition)
Tell Google your ideal cost per conversion. They'll optimize to hit that target. Works best with conversion data.
Target ROAS (Return on Ad Spend)
Optimize for revenue return. Good for e-commerce, trickier for lead gen.
Maximize Clicks
Google spends your budget to get the most clicks possible. Great for driving traffic, not so much for quality.
Maximize Conversions
Google optimizes for the most conversions within your budget.
Advanced Targeting
Audiences
Target people based on behavior, interests, or previous interactions with your site. Remarketing is your best friend here.
Demographics
Age, gender, income. Basic but useful for B2C.
Geographic Targeting (Geo-Targeting)
Because a plumber in Seattle doesn't need clicks from Miami.
Device Targeting
Mobile, desktop, tablet. Mobile drives volume, desktop often converts better.
Ad Scheduling
Show ads only when your audience is active or when you can answer the phone.
The Conversion Tracking Universe
Conversion
The action you want people to take. Form fill, phone call, purchase, download—whatever pays your bills.
Conversion Rate
= Conversions ÷ Clicks.
If it's under 2%, your landing page needs CPR.
Attribution Models
How Google credits conversions across touchpoints. Last-click, first-click, linear, time-decay, data-driven. Most people stick with last-click and call it a day.
Landing Page Essential
Landing Page Experience
Google's judgment of your page. Slow loading, irrelevant content, or sketchy design hurts your Quality Score.
Above the Fold
What visitors see before scrolling. This real estate is more valuable than Manhattan property.
Call-to-Action (CTA)
The button or link that drives conversions. Make it obvious, compelling, and test it relentlessly.
The Auction System
Every search triggers an auction. Your ad rank (bid × quality score × other factors) determines if you show up and where. It's not always the highest bidder who wins—it's who Google thinks provides the best experience.
Remember: Paid search is part art, part science, and part dark magic. The platforms change faster than fashion trends, so stay curious and keep testing.
