When providing Ads reports and information, there are terms that we will use that will be important to understanding their definition:
Ad Group: Two or more ads that share a set of keywords. Your campaigns are broken into ad groups based on content and goal.
Keywords: The words and phrases used to match your ads to what people are searching for.
Landing Page: The page on your site people reach after clicking your ad.
Responsive Search Ads: An ad format that uses an algorithm to mix and match up to 15 headlines and 4 descriptions to find the best-performing combination.
Performance Max (PMAX): An automated campaign type that uses Google's machine learning to serve ads across available channels from a single campaign, based on the asset groups, keyword themes, and audience signals you provide. In Google Ad Grant accounts, PMax is currently limited to Search and Google Maps placements.
Asset Group: The organizing unit inside a Performance Max campaign. Instead of ad groups and keywords, each asset group holds a collection of headlines, images, and other creative built around a shared theme or audience.
Keyword Theme: A short phrase you provide in a Performance Max campaign to guide Google's machine learning toward relevant searches. Keyword themes work more like signals than the exact-match keywords used in Search campaigns.
Impressions: How many times an ad is shown in a search result.
Clicks: How many times someone who saw your ad clicked on it.
Click-Through Rate (CTR): Clicks divided by impressions. This tells us how appealing your ads are to the people who see them. Ad Grant policy requires an account-wide CTR of at least 5% each month for Search campaigns.
Total Spend: What it cost to run your ads over a given period. For Ad Grant accounts, this tells us how much of the monthly grant is being used.
Bounce Rate: The percentage of visitors who leave after viewing only one page. This helps us gauge whether we're sending relevant, interested visitors to your site.