Ad software is full of jargon. Here’s what every term on this page means.
- Approval card
- One suggested change, waiting for your yes, edit or no.
- Standing rule
- A pre-approval you set, like “always approve junk-search blocks under $20.”
- Conversion
- Any action you count as a win: a call, a form fill, a booked appointment.
- Conversion value
- What that win is worth to you in dollars. Google uses it to decide which clicks to pay more for.
- Search terms
- The exact words someone typed into Google before your ad showed up.
- Negative keyword
- A word you tell Google never to show your ad for, like “free” or “jobs.” It’s how junk searches get blocked.
- Landing page
- The page someone lands on after clicking your ad.
- CRM
- Customer relationship management: the system where you keep your leads and customers.
- SEO
- Search engine optimization: getting your site into Google’s free, unpaid results.
- Smart Bidding
- Google’s automatic system for deciding how much to pay for each click.
- Page speed
- How fast and steadily your pages load. Google calls its version Core Web Vitals. Slow pages lose visitors and rankings.
- Rollback
- Putting a change back exactly the way it was.