Glossary
What we mean when we say “label”, “dormant product” or “structure”.
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Basic terms
Revenue
The revenue that advertising brought in over the period.
Spend
How much was charged for clicks and impressions over the period.
Budget
The daily spend limit of a campaign.
Average order value
The average value of one order.
Conversion value
The amount the site sends to the ad account together with the order.
Margin
What is left from a sale once the cost of goods is taken out.
Efficiency
ROAS
How much revenue every unit of ad spend brings in.
ACoS
Advertising cost of sale — what share of the revenue advertising eats up.
POAS
How much profit every unit of ad spend brings in.
ROI
Return on the money invested: how much profit is left over and above the spend.
Conversion rate
The share of clicks that ended in an order.
Clicks
How many times a person went through to the site from an ad.
Impressions
How many times an ad was shown.
CTR
The share of impressions that ended in a click.
Cost per click
What one click from an ad costs on average.
Cost per conversion
How much one order costs you.
Cost per thousand impressions
What a thousand impressions of an ad cost.
Campaign types
Ad campaign
The unit that holds the budget, the goal and the bidding strategy.
Performance Max
A campaign type that spreads its impressions across every Google surface on its own.
Shopping campaign
A campaign type that shows product listings with an image, a price and the shop's name.
Search campaign
A campaign type with text ads shown against what people search for.
Demand Gen
A campaign type for demand that does not exist yet: YouTube, Discover, Gmail.
Awareness campaigns
Campaigns that work on recognition rather than on direct orders.
Targeting
The conditions under which an ad can be shown at all.
Strategies
Auction
The mechanism Google uses to pick whose ad to show and in what order.
Smart Bidding
The set of strategies where Google picks the bid in every auction.
Target CPA
A strategy that gathers conversions at the price you set.
Target ROAS
A strategy that gathers the most revenue at the return you set.
Maximize conversions
A strategy that gathers as many orders as it can within the budget.
Maximize conversion value
A strategy that gathers the most revenue it can within the budget.
Enhanced cost per click
An add-on over manual bidding: Google adjusts your bids for the sake of conversions.
Manual CPC
A strategy where you set the click bid yourself.
Learning period
The time a strategy needs to gather data after a change.
Coverage and assortment
Impression share
How much of the available impressions your ads took.
Assortment coverage
What share of the catalogue takes part in advertising.
Products with spend
Products that money was spent on over the period.
Seasonality
The rise and fall in demand that repeats from one year to the next.
SKU
A single catalogue item — the thing that counts as one product.
Product category
The classification of a product in the feed that tells Google what you sell.
Product listing
How a product looks in shopping blocks: image, name, price, shop.
Brand
The feed field that holds the maker of the product.
Feed and Merchant Center
Merchant Center
The Google service through which a shop's products reach shopping ads.
Feed
The file of product data that a shop hands over to Merchant Center.
Feed score
A score from 0 to 100 showing how completely the product data is filled in.
Approval
The share of products Merchant Center has approved and is ready to show.
Disapproved products
Products that Merchant Center rejected and does not show.
GTIN
The global trade item number — the manufacturer's barcode.
Title and description
The text fields of a product in the feed.
Our terms
Labels
Catalogue labelling by performance: the eight groups the portal manages products by in advertising.
Zombie products
Products that spend budget and bring in not a single sale.
Campaign structure
How the catalogue is split between campaigns and groups.
Grey zone
Products that spend too little for anyone to judge how they perform.
Store score
The summary score of the state of your advertising, from A to F.
Spend with nothing back
Products that spend noticeable money and never pay it back.