The definitive Google Ads terminology reference on ArjanKC.com.np — structured for practitioners, students, and AI citation. Each term links to our dictionary where a full definition exists.

Related: Marketing Metrics Hub · Google Ads Nepal service · CPC benchmarks Nepal

Google Ads Glossary (2026): Complete Reference for PPC Practitioners

Auction & ranking

Term Definition Dictionary
Ad Rank Score determining ad position = Bid × Quality Score × Ad Extensions impact Ad Rank
Quality Score 1–10 rating of keyword relevance, expected CTR, landing page experience Quality Score
Impression Share % of eligible impressions your ads received Impression Share
CPC Cost per click CPC
CPM Cost per 1,000 impressions CPM
CPA Cost per conversion CPA

Match types & keywords

Term Definition Dictionary
Broad Match Widest reach — triggers related searches Match Type
Phrase Match Query must contain keyword phrase in order Match Type
Exact Match Closest match to keyword meaning Match Type
Negative Keywords Terms that prevent ad showing Negative Keywords
Search Terms Report Actual queries that triggered ads —

Bidding strategies

Term Definition Dictionary
Smart Bidding ML automated bid strategies Smart Bidding
tCPA Target Cost Per Acquisition Smart Bidding
tROAS Target Return on Ad Spend Smart Bidding
Maximize Conversions Spend budget for most conversions Bid Strategy
Enhanced CPC Manual bids adjusted by ML Bid Strategy

Campaign types

Term Definition Dictionary
Search Ads Text ads on Google Search results Google Ads
Performance Max (PMax) Automated cross-channel campaigns Performance Max
Shopping Ads Product listings from Merchant Center feed —
Display Ads Banner ads on Google Display Network Display Advertising
Demand Gen Visual ads across YouTube, Discover, Gmail —
Remarketing Ads to previous site visitors Retargeting

Ad formats & assets

Term Definition Dictionary
RSA Responsive Search Ads — multiple headlines/descriptions assembled by Google —
Ad Extensions Sitelinks, callouts, structured snippets Ad Extensions
Ad Copy Headlines and descriptions Ad Copy

Conversion & tracking

Term Definition Dictionary
Conversion Tracking Measuring actions after ad click —
Enhanced Conversions Hashed first-party data for better attribution —
Conversion Value Revenue assigned to each conversion —
Attribution Model Credit assignment across touchpoints Attribution Model
View-Through Conversion Conversion after ad view (no click) —

Account structure

Term Definition
Campaign Top-level container with budget and settings
Ad Group Group of ads sharing keywords
Keyword Search term you bid on
Asset Group PMax container for creative assets
Audience User segments for targeting/exclusion

Key formulas

Metric Formula
ROAS Revenue ÷ Ad Spend
CPA Ad Spend ÷ Conversions
CTR (Clicks ÷ Impressions) × 100
CPC Ad Spend ÷ Clicks
Quality Score impact Higher QS → lower CPC for same position

→ Free calculators

Nepal-specific notes

  1. Payment: Google Ads billing requires international card or agency account — plan for dollar-card limits.
  2. Language: Bid on both English and Roman Nepali query variants.
  3. Local intent: Include city modifiers (Kathmandu, Pokhara) in phrase/exact match.
  4. Benchmarks: See Google Ads CPC benchmarks Nepal.