Key terms to remember
- Impressions : Number of times your ad is displayed
- Clicks : Number of visitors who click on your ad
- CTR : Click-through rate (Clicks / Impressions x 100)
- Conversions : Precious actions performed after a click (purchase, form, call)
Impressions
Impressions on Google Ads represent the number of times your ad is displayed on the Google results page or on a site in the Display network. Impressions are generally free of charge (you pay per click). It doesn't guarantee interaction with your site, since it doesn't necessarily generate a click.
Clicks
The click is the action of clicking on the ad to arrive on your site. It's generally this click that's paid for, and from which you'll be able to make a bid at cost-per-click (CPC). It's an intermediary step between viewing the ad and the conversion.
CTR (click-through rate)
CTR is the number of clicks divided by the number of impressions of your ad. It measures the percentage of people who clicked compared to all those who saw your ad. This rate can vary from 0.5% on highly competitive keywords to 10% on branded or niche keywords.
Impression rate
The impression rate measures the number of times your ad is displayed in relation to all the requests made for your keyword. If your budget doesn't allow you to cover all requests, this rate will be less than 100%. An optimal rate would be 90% or more for a well-sized campaign.
Keyword match types
Broad and Expressive
- Requete large : Grande liberte a Google (synonyms, variants)
- Exact phrase : Between quotation marks, Google can add words before/after
Exact keyword
- In square brackets [keyword]
- Strict correspondence
- Only variations: accents and plurals
Campaign types
- Search : Text ads in Google search results. The most popular channel for Google Ads spend
- Display : Visual banners on third-party sites, ideal for brand awareness
- Shopping : Product listings with photo and price in the Google comparison tool
- Performance Max : Google AI-automated campaigns across all channels
- YouTube: Sponsored videos before other creators' content
Audiences
Visit sEA audiences are groups of people categorized according to criteria (age, gender, interests, behavior on your site). You can reuse traffic audiences from your account Google Analytics for target remarketing.