Google Ads Creative flashcards
Google Ads Creative · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Responsive search ad asset limits
- A responsive search ad requires 3 to 15 headlines of up to 30 characters each and 2 to 4 descriptions of up to 90 characters each; Google mixes them automatically.
- Ad strength
- A diagnostic rating from Incomplete to Excellent that reflects asset quantity, uniqueness, and keyword coverage in a responsive search ad; it does not directly change Ad Rank.
- Ad Rank formula
- Ad Rank equals bid times quality components plus expected impact of extensions and formats; quality components include expected CTR, ad relevance, and landing page experience.
- Actual CPC calculation
- Actual cost per click is the minimum amount needed to beat the Ad Rank of the ad below, divided by your quality components, plus a small increment.
- Exact match close variants
- Exact match keywords can match misspellings, singular and plural forms, stemming, abbreviations, accents, and reordered words with the same meaning.
- Phrase match behavior
- Phrase match includes the meaning of the keyword and can match close variants and additional words before or after, but not synonyms with different intent.
- Negative keyword scope
- Negative keywords can be applied at campaign or ad group level and through shared negative lists; they block ads from matching queries containing those terms.
- Responsive display ad assets
- Responsive display ads need a short headline up to 25 characters, a long headline up to 90, a description up to 90, a business name up to 25, and at least one image.
- Display image aspect ratios
- Recommended display image sizes are 1200x628 landscape, 1200x1200 square, and 960x1200 portrait; logos use 1200x1200 and 1200x300.
- Custom intent audiences
- Custom intent audiences are built from keywords and URLs that represent people researching products or services, and they can be used for Display and YouTube targeting.
- View-through conversion
- A view-through conversion is counted when a user sees a Display or Video ad but does not click, then converts within the view-through window, default one day.
- Frequency capping
- Frequency capping limits how many times a user sees an ad per day, week, or campaign; it applies to Display and Video campaigns and helps control repetition.
- Optimized targeting
- Optimized targeting expands Display and Video ad groups beyond manually selected audiences by finding additional conversions, while respecting exclusions and brand controls.
- Responsive display asset ratings
- Responsive display ads show asset performance ratings of Low, Good, or Best, indicating which images and text combinations drive the most engagement.
- Data-driven attribution
- Data-driven attribution distributes conversion credit across touchpoints using machine learning; it requires sufficient conversion volume and is the default for many conversion actions.
- Conversion window default
- The default click-through conversion window is 30 days and the view-through window is 1 day; both are configurable per conversion action in Google Ads.
- Primary vs secondary conversions
- Primary conversion actions are used for bidding and reported in the Conversions column; secondary actions appear in All conversions and do not drive Smart Bidding.
- Enhanced conversions
- Enhanced conversions send hashed first-party data such as email and phone to improve measurement; they require user consent and proper tagging.
- Search impression share
- Search impression share is impressions divided by eligible impressions; top impression share and absolute top impression share measure position on the results page.
- Google Analytics 4 key events
- In Google Analytics 4, events marked as key events can be imported into Google Ads as conversions when the accounts are linked.
- Campaign experiments
- Campaign drafts and experiments split traffic between a control and a trial campaign, allowing measurement of incremental impact with statistical significance.
- Bumper ad length
- Bumper ads are non-skippable video ads of 6 seconds or less, used to build reach and frequency on YouTube and the Display Network.
- Skippable in-stream ads
- Skippable in-stream ads play before, during, or after YouTube videos and can be skipped after 5 seconds; they have no maximum length.
- Non-skippable in-stream length
- Non-skippable in-stream ads must be 15 seconds or less and cannot be skipped; they are billed on a cost-per-thousand-impressions basis.
- YouTube keyword targeting
- YouTube keyword targeting matches video content and search behavior related to the keywords, helping place video ads alongside relevant content.
- Video action campaigns
- Video action campaigns optimize toward conversions across YouTube and can include multiple video creatives and audience signals for machine learning.
- Earned views
- Earned views are views that occur after a user watches a skippable in-stream ad for a set duration, indicating engagement beyond paid impressions.
- Brand lift study
- A brand lift study measures changes in awareness, consideration, or favorability caused by YouTube ads and requires sufficient budget and duration.
- Merchant Center product feed
- A product feed supplies Shopping ads with title, description, price, availability, GTIN, brand, and category; missing or incorrect data causes disapprovals.
- Shopping product groups
- Shopping campaigns organize products into product groups by category, brand, item ID, condition, and custom labels, allowing separate bids.
- Performance Max with feeds
- Performance Max campaigns can include a Merchant Center product feed and serve across Search, Display, Video, Discover, Gmail, and Maps.
- Local inventory ads
- Local inventory ads require store data and local product feeds and show nearby availability, price, and store information to shoppers.