Google Ads Display key terms

An image ad format where you supply multiple headlines, descriptions, images, and logos, and Google assembles and tests combinations automatically to fit available placements.

One specific pairing of uploaded headlines, descriptions, and images that the system may serve; the ad's effectiveness depends on how well these pieces work together.

A rating from Poor to Excellent that estimates how well a responsive display ad's assets and diversity are likely to perform, with improvement suggestions attached.

The main landscape visual in a responsive display ad, ideally 1200x628 or larger, that carries the core message and must be legible at small sizes.

A 1:1 version of the ad's main visual (recommended 1200x1200) used in placements that require square framing, such as some feeds and apps.

A brand mark uploaded in square and landscape orientations, kept simple and legible, that reinforces brand recognition across placements.

Short brand text and a selectable action phrase (for example Shop now or Learn more) that appear with the ad and drive the click.

The character and file constraints for responsive display ads, such as headline and description length limits and image file size and ratio requirements.

Google's collection of partner websites, apps, and Google-owned properties where display ads can appear, spanning millions of placements with varied context and intent.

A specific website, app, YouTube channel, or individual page where you choose to show ads, either by targeting it directly or excluding it.

A targeting setting where ads run only on placements you select, giving tight control but limited reach and requiring ongoing curation.

Targeting that shows ads on pages whose content matches a chosen topic category, reaching relevant context without naming individual sites.

Showing ads to groups defined by interests, in-market behavior, demographics, or past interactions rather than by page content.

A broad interest-based segment describing a lasting passion or lifestyle, useful for building awareness rather than capturing near-term buyers.

A segment of people actively researching or comparing products and services in a category, signaling stronger purchase intent than affinity groups.

An audience you build from keywords and URLs that describe what your ideal customer searches for or visits, capturing intent you define yourself.

A segment created from your own inputs such as a customer email list, website visitors, or app users, which you then target or exclude.

Re-engaging people who previously interacted with your business by showing them ads as they browse the Display Network.

A stored group of users who met a rule, such as visiting a page or opening an app, used as a targeting or exclusion audience.

How long a user stays in a remarketing list after qualifying, controlling how far back your re-engagement window reaches.

Remarketing ads that automatically show the specific products or services a user viewed, using a product feed and a remarketing tag with page-level parameters.

Targeting based on a hashed customer list you upload, letting you reach known contacts or build similar segments across Google properties.

Segments of new users who share browsing and interest patterns with an existing remarketing or customer list, extending reach beyond your own data.

Limiting or adjusting bids by attributes such as age, gender, household income, or parental status, often used to refine performance within an audience.

A limit on how many times a given user sees your ads in a set period, protecting budget and reducing ad fatigue.

A bidding strategy that sets a goal average cost per thousand impressions, aiming to win impressions at or below that target.

Cost per thousand impressions; the effective price paid for every 1,000 ad impressions served.

A bidding option that pays only for impressions measured as viewable, meaning at least half the ad was on screen for a minimum duration.

A strategy that sets a maximum price you are willing to pay each time someone clicks the ad, common when clicks are the primary goal.

A percentage increase or decrease applied to bids for specific conditions, such as device, location, time, or audience, without changing the base bid.

Recording a defined valuable action, such as a purchase or sign-up, so bidding strategies and reports can optimize toward outcomes rather than clicks.

A conversion credited to a user who saw your display ad but did not click it, measured within a set window after the impression.

One instance of your ad being served and displayed on a page or in an app, the base unit for reach and frequency measurement.

Clicks divided by impressions, expressed as a percentage; it shows how compelling the ad is relative to how often it is shown.

The share of served impressions that met a standard of actually being seen on screen, a quality signal that raw impression counts do not capture.

Blocking your ads from appearing on specific sites, apps, or content categories, used to protect brand safety and cut wasted spend.

Settings and exclusions that keep ads away from content misaligned with your brand, including sensitive categories and placement-level blocking.

A structured file of product attributes such as ID, title, price, and image that powers dynamic remarketing and shopping-style display creative.