10 Google Ads Glossary Terms PPC Marketers Must Know

Google Ads Glossary Terms that every PPC marketer should get familiarized with.

Before we get to the good stuff –

I want to make sure we’re on the same page by defining some of the standard PPC terms you’ll see in our Google Ads Course playlist on YouTube.

Experienced paid advertisers or PPC savvy digital marketers may want to skip over these Google Ads Glossary. However, if you’re a beginner to PPC advertising, this section includes the jargon you’ll need to know moving forward.

10 Google Ads Glossary Terms:

1. CPC – Aka Cost Per Click: the amount you pay for a click on your ad. There is also something called Max. CPC. The highest amount you are willing to pay per click on your ad

2. Searcher – A person who performs a search using (Search engine).

3. Visitor – A person who clicks through to your website after performing a search on Google.

4. CTR – Click Through Rate: The percentage of searchers who see your ad, click through on the ad, and end up on your landing page.

5. Landing pages – The destination webpage you direct searchers to after they click on your ad.

6. Lead – A searcher or website visitor who takes action which communicates interest in your product or service. For example, filling out a web form or calling a phone number to learn more about your product or service.

7. Sales Funnel – A sequence of marketing or sales material designed to attract a prospect and turn them into customers. For example, a sales funnel using paid marketing might encourage a user who is searching to call your business.
Then when that person calls your business, your sales team attempts to convert that lead into a customer. Your ad and the sales call are both steps in your sales/marketing funnel.

8. Session – A unique visit to your website that includes at least one pageview.

9. Keywords – The words or terms searchers use on Google to retrieve information.

10. Conversion – A conversion occurs when a website visitor performs the action intended by your ad. These actions usually involve buying a product or filling out a lead form.

11.Quality Score – This is Google’s quality rating score for your advertisement. The score is based on the relevance of your keywords to your ads to your landing page and is calculated automatically by Google. A perfect quality score is 10/10.

Now that we have learned the industry PPC jargon, let’s get to the exciting stuff.

Critical questions every PPC Marketer need to answer before they start advertising on Google

Answering these questions below will help you evaluate how prepared you are to begin advertising on Google. You’ll also need to know the answers to these questions if you want to be able to estimate the revenue you can earn from advertising.

So, take a minute to go over these questions. Then, keep your answers on-hand so that we can use them in the next step.

  • Know the revenues: How much revenue do you generate when you sell your product or service?
  • Past Advertising History: Has your business been successful at generating leads and sales online in the past?
  • Sales & Marketing Teams: Do you have a sales process for receiving and closing leads?
  • Competitors: Are your competitors advertising on Google? If yes, write the top 10 competitors.
  • Feedback & Reviews: Have your customers shown you love? Do you have customer testimonials and reviews you can use to engage the potential customers your ads send to your website?
  • Lifetime Value: What is the lifetime value of your average customer? Do they purchase your product over and over again?
  • Subscription Model or One time customer: Do you collect recurring fees from your customers? Or is a new customer almost always a one-and-done sale?

Master all these Google Ads Glossary Terms in our Google Ads Bootcamp with access to live Google Ads campaigns. Run profitable advertising campaigns on Google and GDN with Google Ads for a live client.


Top 80+ Google Ads Interview Questions for Accenture & Cognizant

Google Ads Interview Questions: If you are looking to apply for a position in digital marketing in Accenture, Cognizant, Ragalix or Wipro (who all work as a vendor a Google Support Process on Google Ads) then you need to get learn to answer all the below questions. A one-stop article to help you crack the Google Ads Interview with Accenture or Cognizant.

Google Ads Interview Questions for Accenture Cognizant

If you are a fresher and have no digital marketing experience, you may watch some videos on Google Ads from our Google Ads Course Playlist on YouTube to get acquainted with how Google Ads works.

If you are an experienced digital marketer, then this article will serve as a one-stop guide to help you revisit all the google ads interview questions that you may have to answer during the interview with Accenture, Cognizant or Regalix.

Check these 80+ Google Ads Interview Questions:

  1. Experience in Google Editor
  2. Excel – Learn the Basics of Excel (V lookup, formulas, pivot charts, comparisons)
  3. CTR – Click-through Rate and Conversion Rate Formula –
  4. What is outranking share – What insights you can draw from this metric? What optimizations can you make based on those insights?
  5. Share all Impression share metrics and their functional significance?
  6. What is the character length for ETA headline & for descriptions –
  7. Character limit of Final URL –
  8. Share some editorial policies of Google Ads
  9. How many campaigns/Ad Groups can be created in a Google Ads account –
  10. Ad rank/quality score correlation –How does it affect the account performance?
  11. What is a shared library?
  12. What are the types of networks in Google Ads?
  13. What are Dynamic Search Ads (DSA)? What is their functional significance?
  14. What is the highest membership duration for the display re-marketing list? –
  15. how to divide budget across multiple campaigns. Explain with a real-life client scenario.
  16. how to use keywords match types
  17. how re-marketing works
  18. how to do keyword bid optimizations
  19. aware of ETA specifications
  20. the relation between ad performance and conversion rate
  21. explain about forecasting in Google Ads?
  22. Campaign level setting
  23. Types of conversions.
  24. In-market and affinity audience
  25. auction insights
  26. Search terms report
  27. Why do you use Google Ads –
  28. Ads certified –
  29. CPC: cost per click
  30. CPA: Cost Per Acquisition. When you opt into CPA, when does Google charge you?
  31. How to check daily campaign cost of last 7 days?
  32. At what levels are bids and budgets suggested?
  33. What is budget delivery? Describe each type.
  34. What are bid strategies? What’s the difference between eCPC & tCPA? Which advertiser would use eCPC and not tCPA?
  35. what all the Ad group settings we have
  36. geo-targeting? Difference between location targeting in Google and Facebook?
  37. setup re-marketing campaigns
  38. what is AES file in Ad-Words editor
  39. What is a brand campaign? Benefits of having a brand campaign in an account
  40. How to setup conversion tracking.
  41. Bid strategies in Google Ads
  42. How to do bid optimizations in the account
  43. Difference between conversion rate and conversion volume? Explain with a real-life scenario.
  44. When do we say averages lie? What do you understand from this?
  45. How to optimize ad copies?
  46. Ad customizers, DKI, IF and Countdown functions?
  47. What is RLSA? How is it different from choosing IF function with the audience and a separate RLSA campaign?
  48. Difference between remarketing campaign & dynamic remarketing campaign.
  49. Is Google Merchant center required for a dynamic remarketing campaign?
  50. Experience of handling shopping campaigns? Troubleshooting Product feeds in GMC?
  51. What is google product taxonmy file?
  52. Can u find search term report for shopping campaigns?
  53. How do you create a remarketing list of visitors who visit your website from a particular marketing channel?
  54. What are funnels? Explain one basic funnel with 4 steps with a real-life scenario
  55. What is search attribution? Can you explain the functional significance of attribution?
  56. What are assisted conversions?
  57. Give one example of when do you use First Interaction Attribution Model and the Last interaction model?
  58. What are micro conversion and macro conversions? How do you track them in analytics?
  59. Are of Google Ads Scripts? Share one example of scripts that make every day optimizations possible
  60. What are dynamic ad targets?
  61. What are custom audiences for google search terms? Explain its functional significance
  62. Advanced Bidding strategies in shopping campaigns?
  63. Reasons Behind drastic drop in CTR?
  64. What is click farming?
  65. About conversion rates and myths surrounding conversion rate
  66. How to expand the accounts and spend additional budget
  67. What is website call conversion? How do u implement them?
  68. Difference between call conversion and website call conversion?
  69. How do you track phone call conversions in Google Ads?
  70. How to send transaction value along with the conversion for an eCommerce website?
  71. Difference between remarketing and remarketing audiences?
  72. How to remarket to users based on date ranges?
  73. Difference between targeting and observation?
  74. What parameters are to be passed for implementing dynamic remarketing using Google Ads?
  75. Explain some advanced remarketing strategies? How can you create a remarketing list of high-value product page visitors?
  76. Types of extensions and benefits
  77. How to find duplicate keywords
  78. CPA optimization
  79. What are portfolio bid strategies and how is it different from the regular bid strategies
  80. How do you calculate ROAS? Explain ROAS bidding strategy

If you can answer, all these above google ads interview questions, I am sure you will be able to get through the google ads interview. However, if you only have theoretical knowledge and no practical skills in all these concepts, it is not going to take you far in the industry.

Also, we have a Digital Marketing UpSkill Program for experienced digital marketers. Learn skills like 10+ years of experience professional. in 2020, the dream of every experienced digital marketer is to master GTM (Google Tag Manager). Check our Google Tag Manager Bootcamp.

Google Tag Manager Bootcamp Course

Also, Check our Digital Marketing Bootcamp for More details:

Marketing SEO

5 R’s of content marketing to drive 5 times more engagement

Creating content for the website and advertising threads is very important to the survival of one’s company. users are always on the lookout for something or the other that inspires them or teaches them.

A great deal of time and effort switches into making that content, therefore it appears a pity to utilize it only once. That is why it is extremely important to optimize your content. Digital Marketing is not just to be out there to sell, sometimes its also important to add value to the user in his buying cycle.

Remember, the very reason why millions of users are using the internet is because they want to consume content and that content can be in the form of a text or an image or an infographic or a video or a podcast etc.

Content optimization is just using or converting content to be used in another format or merchandise, also known as circumstance. Circumstance is the surroundings, situation, environment, history or settings that clarify or define the content. It differs from content creation and far easier. There are four basic principles of content optimization that we’ll have a look at in the Digital Marketing landscape.

Learn to understand the concepts of each of them in detail in our digital marketing bootcamp.

Reuse – the initial principle of content optimization is reusing the same content in various places. It is possible to serve the identical content up in the type of an article, and ezine article, site posts, web directories, e-mails, and so forth.

Repurpose – In this case, you use the same content in various circumstances or formats. The same content that’s presented in a teleseminar might then be prepared for a glorious demonstration, multiple articles, or multiple blog posts.

Repackage – the identical content basis may be revised and polished for distinct marketplaces. A good example of this will be using the same content from the class on teleseminars being revised into a class on book tours or internet optimization.

Recycle – the identical content could be cycled through again. This will be illustrated when you want to use the content worked in the past to reuse it and drive more engagement.

Repeat – If there were a 5th R to these principles, it’d be to Repeat.

The entire concept of inbound marketing uses content as a medium to drive traffic to the site. Inbound marketing completely depends on creating useful content for different users on different platforms and different touchpoints and drive them in their purchase journey.

Remember, our websites are not YouTube or Netflix that people should come and see and go, No, they need to engage with our website this only happens with your content.

Enroll for the Digital Marketing Bootcamp and get to learn more of such amazing things and chart your growth journey. Bootcamp is an immersive program for serious learners.

Marketing SEO

Long Tail Keywords are the center of inbound marketing strategies

It has now become very important to target keywords that are long to rank on Google and drive traffic that is more intent oriented (generally referred to as Long Tail Keywords). Since these are the keywords with more accurate and genuine intent and you can drive some very quality traffic to the website.

Learn the different ways to find them and how to use them practically in our immersive bootcamp program. However, these long-tail keywords are less competitive and so we can use them and target them to bring traffic to our website and also nurture those visitors to leads (setting up a funnel and drive these visitors to conversion path).

Keywords which are 2-3 words are generally expensive and have heavy competition in Google Ads. So it always advised that we spend time to find long-tail keywords and target them by writing some amazing content to bring those intent-based searchers to your website. It is also easy to rank for the Longtail keywords high in Google Search results by doing SEO. You can learn SEO techniques in our Digital Marketing Bootcamp Program.

Note: One good way to find these long-tail keywords in Google Ads are by implementing Dynamic Search Ads, and then check the search terms (SQR reports) where the ads were triggered.

I am sharing some ways on how one can find long-tail keywords for their business and use them in their Google Ads campaigns and SEO strategies.

Use Google Suggest for Search Terms on Google:

It is a great way to focus on Google to find phrases or long-tail keywords that may be relevant and more specific in nature. Go to and search for your business and it’s services using some known keywords, the Google Suggest feature will help you with some variations of search terms that are relevant to the current search term.

If it appears in Google Suggest, it is understood that people are using those phrases to search for the kind of business you are involved in.

All the more, it has been a disputed subject as some experts say that if you keep searching for some long-tail search terms on for few days from few unique IP addresses and try and tell everyone to search for that long-tail words for few times, then Google would consider that and suggest your phrases  on to users when they are searching for keywords that may be relevant to the business.

Also note, it is not confirmed anywhere and also not a good practice as well.  But, it that works for your business then Good for you.

Use to find questions about any topic. This is a great resource to find some great content creation ideas around long-tail keywords.

Use Blog About by Impact, to find some amazing headlines for the content that you wish to create using the long-tail keywords.

Learn more about how to find long tail keywords for any business and drive traffic organically can help businesses in their pursuit of growth. Join our Digital Marketing Bootcamp to become a real digital marketer using the most advanced digital marketing skills in real-time.


Selling is incomplete without a proper followup. Stay in touch with your customers

I am Prashanth Reniguntala, Founder Make Marketer. My article here is more of a reminder for you to know how important it is to stay in touch with your customers – which is guaranteed to increase your sales and drive more growth for your business.

Remember, Selling is incomplete without Followup. You need to understand that marketing is a process, that is why we use the lines customers journey to online purchase.

Whether you are a new start-up or a small business owner, the sure way to survive and grow your revenue is to stay in touch with your customers all the time. This could be once a month or sending a message on some event day or maybe even a birthday message.

Unless you’re just starting out in business or in a professional career, I bet you’ve spent a ton of money to seduce new customers or customers you already have. And the same could probably be said about your competitors in the market. But your list of existing customers or database of your existing clients is a treasure that you could be surpassing.

How effectively do you work on this hard-earned genuine customer list? Your existing customers are a bundle of resources that should be constantly worked and reworked over and over again (i.e. remarketing is a concept that generally talks about these cases) because if you do it consistently you are going up your sales and profits to a degree that can be absolutely amazing.

Please bear in mind, the cost of reaching them as compared to the cost of going out after new customers, is incredibly cheap and bankable.

Moreover, your customers, when you start talking with them at a deeper level, will see you as someone far more than just a commodity or product seller. They will perceive you as something more valuable and reliable.

Every time you sell them a product or a service, you can then add other items to the sale thus implementing the concept of remarketing (also called as cross-selling). This makes your business distinctive and no longer appears to be a commodity like all other businesses around you. You can add things for them, call them regularly, service them, send them information they may need, and also ask them for advice.

Do these things, and they will see you as having such a deep commitment to them and it will be tremendously exciting.

You have to look at your customers or clients as a lifetime relationship than a one time opportunity You’ve got to look at that customer or client in the same way you would look at a dear and valued friend.

It’s really a long-term relationship that, unless you breach it, will go on indefinitely. It’s a relationship that will grow continuously.

Hope this helps you to understand the importance of staying in touch with your clients or customers on a regular basis for even more leads and business.

Learn all of these things in our Digital Marketing Immersive Bootcamp. India’s First 100% Real-Time Digital Marketing Bootcamp.