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Google Ads app glossary


Using the Google Ads app to create and manage your Google Ad Campaigns directly in your monday.com account? If so, you've come to the right place! In this article, we'll define and explain the main key words used within the Google Ads app to ensure that you have the tools you need to make the most of it. 🙌



Campaign settings

  • Campaign objective: The main goal of your campaign; whether that may be to increase sales, leads, or website traffic.
  • Location targeting: A setting that allows you to define specific geographical locations that your campaign will run in. Additionally, location targeting can help show your ads to people located in, regularly in, or who've shown interest in your targeted geographical locations. 
  • Languages: The language that your campaign will run in, in accordance with its assigned location.
  • Duration: The range of time in which your campaign will be running.


Budget & bidding

  • Bidding: Google Ads gives you several ways to bid for your ads, depending on your campaign type and what matters most to you and your business. Most advertisers focus on clicks, impressions, conversions, or views (for video ads).
  • Clicks: When someone clicks your ad, like on the blue headline or phone number of a text ad, Google Ads counts that as a click.
  • Impressions: The amount of times your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network
  • Conversion: When someone interacts with your ad or free product listing (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business.
  • Conversion value: Not all conversions are equal, some are worth more to your business than others. Assign values to your conversions to see the amount driven by your advertising across different conversion types, rather than simply the total number of conversions that have happened.
  • Maximize conversion: Maximize conversions automatically sets bids to help get the most conversions for your campaign while spending your budget.
  • Portfolio strategy: An automated, goal-driven bid strategy that groups together multiple campaigns, ad groups, and keywords. Portfolio strategies automatically set bids to help you reach your performance goals.

  • Target cost per action: An automated bid strategy that helps get as many conversions as possible at the target cost-per-action (the average amount you'd like to pay for a conversion) you set. You can read more about it here


Extension settings 

  • Sitelink extension: Sitelink extensions take people to specific pages on your site (for example, a specific product or store hours). When someone clicks or taps on your links, they go directly to what they want to know or buy. You can add up to XXX sitelinks, however only four can be used at a time.
  • Callout extensions: Callout extensions can improve your ads by promoting unique offers to shoppers, such as free shipping or 24-hour customer service. 


Ad groups

  • Ad groups: An ad group contains one or more ads that share similar targets or common themes. For example, ad groups can be organized according to the different product or service types you offer.
  • Ad group keywords: A set of keywords used to group together your ad group. For example, the ad group "beverages" can contain keywords such as soda, coffee, and juice.
  • Broad match: A keyword option that displays your ad when someone searches for similar phrases or topics to your keyword, helping you reach a wider audience.
  • Phrase match: A keyword option that displays your ad when someone searches for close variants of your keyword.

  • Exact match: A keyword option that displays your ad only when someone searches for your exact keyword.


Campaign stats

  • Clicks: The number of times that someone clicked on your ad.
  • Conversion rate: The average number of conversions per ad interaction, shown as a percentage. Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad interactions during the same time period.
  • Impressions: The amount of times your ad was shown on a search result page or other site on the Google Network.
  • CPC (cost-per-click): The amount that you're willing to pay for a click on your ad.



If you have any questions, please reach out to our team right here. We’re available 24/7 and happy to help.