Ads and SEO, in plain English.

Ad budgetGoogle Ads

What you choose to spend with Google. It is billed by Google directly, separate from our management fee.

Ad groupGoogle Ads

A set of ads and keywords inside a campaign that share one theme, like one drip.

Ad scheduleGoogle Ads

The days and hours your ads are allowed to run. Useful for showing ads only when you can answer the phone.

Average cost per click (CPC)Google Ads

Total spend divided by clicks. See how to read your numbers.

Broad matchGoogle Ads

A keyword setting that lets Google show your ad for searches related to your keyword, not just ones containing it.

Call trackingGoogle Ads

Counting taps on your phone number so you know which ads lead to calls.

CampaignGoogle Ads

The top level of a Google Ads account: one budget, one set of settings, one goal.

Click-through rate (CTR)Google Ads

Clicks divided by impressions. A sign of how well your ad matches the search.

ConversionGoogle Ads

An action you tell Google to count, like a call, text, form or booking.

Conversion trackingGoogle Ads

The setup that records conversions. Without it, Google cannot tell which clicks became leads.

Cost per leadGoogle Ads

What you spent divided by the leads it produced. The number we report every Monday.

Exact matchGoogle Ads

A keyword setting that shows your ad only for searches with the same meaning as your keyword.

Google Business ProfileSEO

The card Google shows beside results and on the map. See our setup guide.

ImpressionGoogle Ads

One showing of your ad or listing on a results page.

KeywordGoogle Ads

A word or phrase you bid on so your ad can show for matching searches.

Landing pageWebsites

A page built for one offer that your ads point at. See our landing pages.

Limited by budgetGoogle Ads

A Google status meaning your ad could have shown more often with a bigger daily budget.

Negative keywordGoogle Ads

A word that stops your ad from showing. See the guide.

Organic resultsSEO

The regular, unpaid results below and around the ads.

Phrase matchGoogle Ads

A keyword setting that shows your ad for searches that include the meaning of your phrase.

Quality ScoreGoogle Ads

Google's 1 to 10 rating of how relevant your ads, keywords and landing page are.

Search ConsoleSEO

Google's free tool that shows how often your site appears in search and which searches find it.

Search terms reportGoogle Ads

The list of real searches that triggered your ads. The source of new negative keywords.

Service-area businessSEO

A business that goes to its clients. On Google Business Profile it can hide its address and list towns instead.

SitemapSEO

A file listing every page on your site, so Google can find them all.

Sponsored resultGoogle Ads

An ad in Google's results, marked “Sponsored”.

Structured dataSEO

A machine-readable summary of your business on your pages that Google and AI assistants can read.

UptimeWebsites

The share of time your site is online. We check it every day on Hosting & Care.

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