Appendix A: Glossary of Terms
A glossary of the most common Google Ads terms, defined in simple, easy-to-understand language.
| Term | Simple Definition |
| Impressions | The number of times your ad is shown on a search results page or other site on the Google Network. |
| Clicks | The number of times someone clicked on your ad. |
| CTR (Click-Through Rate) | The percentage of clicks to impressions (Clicks ÷ Impressions). This metric indicates how compelling your ad is. |
| Avg. CPC (Cost-Per-Click) | The average amount you pay for a single click on your ad. |
| Cost | The total amount of money spent on a campaign over a period of time. |
| Conversion | A valuable action a customer completes on your website (e.g., a form submission, a purchase, a phone call). |
| CPA (Cost Per Action) | The average amount you pay to get one Conversion. |
| CVR (Conversion Rate) | The percentage of users who complete a conversion after clicking your ad (Conversions ÷ Clicks). |
| ROAS (Return On Ad Spend) | The revenue generated for every dollar spent on advertising (Revenue ÷ Ad Cost). |
| Keyword | The words or phrases advertisers choose to target in order to show their ads to potential customers. Think of it as the “lure” for fishing. |
| Search Term | The exact words or phrases a user actually types into the Google search bar. Think of it as the “fish” you caught. |
| Quality Score | A 1-10 rating from Google on the relevance of your keywords, ads, and landing pages. A higher score can lead to lower costs and better ad positions. |
| Ad Rank | A value used to determine your ad position. It is calculated by (Your Max. CPC Bid) x (Your Quality Score). |
| Match Types | Rules that determine how closely a search term must match your keyword. Includes: Broad, “Phrase,” and [Exact] match. |
Appendix B: Tools & Software Checklist
A standardized list of approved tools used by the agency.
| Category | Tool Name | Primary Use |
| Keyword & Market Research | Google Keyword Planner | To get search volume data and bid estimates directly from Google. |
| Semrush / Ahrefs | For in-depth competitor analysis and advanced keyword research. | |
| Google Trends | To discover seasonal and geographic search trends. | |
| Ad Management & Tracking | Google Ads Interface | The primary platform for managing and optimizing campaigns. |
| Google Ads Editor | An offline application for making bulk changes quickly. | |
| Google Tag Manager (GTM) | For centrally managing and deploying tracking tags. | |
| Google Analytics 4 (GA4) | To analyze website user behavior and measure marketing effectiveness. |
Appendix C: Naming Convention Cheatsheet
A quick-reference summary of the naming formulas.
- Campaign: [CampaignType]_[Targeting]_[Objective/Product]_[Identifier]
- Ad Group (Search): [KeywordTheme]_[MatchType]
- Ad Group (PMax/Display): [Audience]_[CreativeAngle]
- Ad (RSA/Creative): [AdType]_[Angle/Hook]_[Date]
- Audience: [Source]_[Type]_[Detail]
- Conversion: [Source]_[ActionName]
Component Dictionary:
| Component | Code | Description |
| Campaign Type | SRCH | Search |
| PMAX | Performance Max | |
| DISP | Display | |
| Targeting | US | United States |
| US-CA | United States – California | |
| RE | Remarketing | |
| Match Type | P | Phrase Match |
| E | Exact Match |