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Ad Management Glossary

Plain-English definitions of Google Ads, Facebook Ads, and ad industry terms every business owner runs into — what they mean and why they matter.

Google Ads

Quality ScoreQuality Score is Google's rating of how relevant your ads and landing page are to the keywords you're bidding ... Google Search AdsGoogle Search Ads are text ads that appear at the top of Google search results. When someone types 'plumber ne... Google Local Services Ads (LSA)Google Local Services Ads are ads that appear above Google Search results and directly in Google Maps. They're... Negative KeywordsNegative Keywords are keywords you DON'T want your ads to show for. If someone searches a negative keyword, yo... Manager Account (Google Ads MCC)A Manager Account (also called MCC — My Client Center) is a Google Ads account that manages multiple other Goo...

Facebook Ads

Facebook Ads (Meta Ads)Facebook Ads are advertisements shown to users while they're browsing Facebook or Instagram. You can target by... Business Manager (Meta Ads)Business Manager is Meta's (Facebook/Instagram's) platform for managing ad accounts, pages, and users. It's wh...

Metrics & Performance

Cost Per Lead (CPL)Cost Per Lead is the average amount you spend on ads to generate one qualified lead. For example, if you spend... Cost Per Click (CPC)Cost Per Click is what you pay on average each time someone clicks on your ad. If your ads get 100 clicks and ... Return On Ad Spend (ROAS)Return On Ad Spend is the ratio of revenue generated compared to the amount spent on ads. If you spend $1,000 ... Click-Through Rate (CTR)Click-Through Rate is the percentage of people who see your ad and click on it. If 1,000 people see your ad an...

Strategy & Targeting

Conversion TrackingConversion Tracking is the setup that records when someone takes an action you care about — submitting a form,... Audience SegmentationAudience Segmentation is dividing your potential customers into groups based on characteristics like age, loca... Retargeting (Remarketing)Retargeting is showing ads to people who have already visited your website or engaged with your business (like... Lookalike AudiencesLookalike Audiences are groups of people who resemble your best customers. You provide Google or Facebook with... Bid StrategyBid Strategy is how much you're willing to pay per click (Google) or per result (Facebook). Strategies range f... Landing Page OptimizationLanding Page Optimization is improving the web page someone lands on after clicking your ad. A good landing pa...

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