If you’re running Google Ads or planning to learn digital marketing, understanding key terms like impressions, reach, Quality Score, ad ranking, and more is crucial.
1. What is Google Ads?
Google Ads (formerly Google AdWords) is an online advertising platform where businesses bid to display ads on Google’s search results, YouTube, and partner websites.
Why Learn Google Ads?
✔ Instant traffic to your website
✔ Highly targeted ads (only reach interested customers)
✔ Measurable results (track clicks, conversions, and ROI)
2. Key Google Ads Terminologies Explained
📌 Impressions
An impression is counted every time your ad appears on a user’s screen.
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Example: If your ad shows 500 times, you have 500 impressions.
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Why it matters? High impressions mean good visibility, but clicks matter more.
📌 Reach
Reach refers to the total number of unique users who see your ad.
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Example: If 1,000 people see your ad, your reach is 1,000 (even if some see it multiple times).
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Difference between Impressions vs. Reach:
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Impressions = Total ad views (can be multiple views by the same person).
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Reach = Unique users (no duplicates).
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📌 Click-Through Rate (CTR)
CTR measures how often people click your ad after seeing it.
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Formula: (Clicks ÷ Impressions) × 100
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Good CTR? 2-5% is decent; below 1% means your ad needs improvement.
📌 Quality Score (QS)
Google rates your ads based on relevance, landing page experience, and expected CTR.
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Scale: 1-10 (10 = Best)
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Why it matters? Higher QS = Lower cost per click (CPC) and better ad positions.
📌 Ad Rank
This determines where your ad appears on the search results page.
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Factors affecting Ad Rank:
✅ Bid amount
✅ Quality Score
✅ Ad relevance -
Higher Ad Rank = Top positions (but costs more).
📌 Impression Share (IS)
The percentage of times your ad was shown compared to how many times it could have been shown.
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Formula: (Impressions ÷ Eligible Impressions) × 100
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Example: If your IS is 60%, you’re missing 40% of possible impressions due to budget or low ad rank.
📌 Cost Per Click (CPC)
The amount you pay each time someone clicks your ad.
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Average CPC in India: ₹10 – ₹50 (varies by industry).
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How to lower CPC? Improve Quality Score and target long-tail keywords.
📌 Conversion Rate (CVR)
Measures how many clicks turn into sales, sign-ups, or leads.
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Formula: (Conversions ÷ Clicks) × 100
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Example: If 100 clicks lead to 5 sales, your CVR is 5%.
📌 Return on Ad Spend (ROAS)
Calculates profit generated from ads vs. money spent.
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Formula: (Revenue from Ads ÷ Ad Cost) × 100
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Good ROAS? 300%+ (₹3 earned for every ₹1 spent).
3. How to Improve Google Ads Performance?
As a digital marketing trainer in Calicut, I teach my students these proven strategies:
✔ Use Long-Tail Keywords (Lower competition, better conversions)
✔ Optimize Landing Pages (Improves Quality Score)
✔ A/B Test Ads (Try different headlines & CTAs)
✔ Adjust Bids Smartly (Increase for high-converting keywords)
4. Final Thoughts
Mastering Google Ads requires practice and continuous learning. Whether you’re a business owner or a marketer, understanding these terms will help you run profitable campaigns.
🚀 Need Expert Guidance?
Enroll in my digital marketing course in calicut and get certified training from an industry expert!
