When providing Ads reports and information, there are terms that we will use that will be important to understanding their definition:
Ad Group: Two or more ads that share a set of keywords. Your Google Ad Grant campaigns are broken up into a variety of different ad groups based on the content and goal.
Keywords: The words and phrases used to match your ads to what people are searching for.
Landing Page: The page on your site where people end up if they click your ad.
Expanded Text Ads: The standard search ad option, including 3 headlines (30 characters) and 2 descriptions (90 characters).
Responsive Search Ads: An ad option that uses an algorithm to match and create ads based on 15 potential headlines and 4 descriptions.
Impressions: How many times an ad is shown to someone in a search result.
Clicks: How many times that someone who saw an ad ended up clicking on it.
Click Through Rate: The amount of clicks vs. impressions. This metric tells us if your ads are appealing to visitors once they see them. Ad Grants policy requires an account-wide click-through rate of 5%.
Total Spend: The cost to run your ads for the last month. This metric tells us how close you are to fully maximizing your grant.
Bounce Rate: The percent of visitors who only visit a single page before leaving your site. This metric helps us understand if we’re driving relevant and interested visitors to your website.