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Google Ads

Google Ads 101

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ever wonder what the different terms in google ads meant?

Average Cost Per Click (cpc)-

The average amount that you’ve been charged for a click on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.


A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Your AdWords account can have one or many ad  campaigns running.


In PPC, a click is registered when someone clicks on one of your Search or Display Network ads.

click through rate (CTR)-

Your CTR is an important metric in your account settings. It measures how many people who have seen your ad and then clicked through to your link destination.


When someone clicks on your ad and completes a desired action, such as a completes a form or calls your company. 

conversion rate-

The number of times your ad resulted in a conversion divided by the number of clicks on your ads.

cost per conversion-

The average amount that you’ve been charged for a conversion from your ad. Cost per conversion is calculated by dividing the total cost of your campaign by the total number of conversions.

Daily Budget-

A dollar amount you choose for each ad campaign to tell Google how much you want to spend each day.

display network-

One of two networks on which you can show your ads. You can create text, image, animated and video ads that will appear on millions of websites, videos and apps.


An impression is the measurement of how many times your ad is shown.

impression share- 

The number of impressions your ads have received divided by the estimated number of impressions you were eligible to receive.


These are word or phrases you select that are highly relevant to your product or service to help determine where and when your ads appear.

Landing page-

The web page where people who click your ad will be taken after clicking on your ad. This page is typically the same one entered into your destination URL.

Quality score-

A quality score is the measurement from Google based on the relevancy of your ad headline, description, keywords and destination URL to your potential customer seeing your ad. A higher Quality Score can get you better ad placement and lower costs.


 A feature on the Display Network that allows you to reach people who have previously visited your website.

Return on investment (roi)-

ROI is the amount of money you make less the amount you spend on ads. This figure can also be negative.

search engine optimization-

Process of increasing organic traffic from search engines results pages. All major search engines such as Google, Yahoo and Bing have such results, where web pages and other content are analyzed and ranked based on what the search engine considers most relevant to the user.

search network-

 One of two networks on which you can show your ads. You can create text ads that can appear on and Google search partner sites.

Search engine results page (serp)- 

The SERP is the listing of web pages returned by a search engine in response to a keyword query.