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.
Expanded Text Ads: The standard search ad format, with 3 headlines (30 characters each) and 2 descriptions (90 characters each).
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. In Google Ad Grant accounts, PMAX is currently limited to Search and Google Maps placements.
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.
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.