Performance Max is a new objective-based campaign type that allows advertisers using performance-based advertising to benefit from their entire Google Ads inventory from a single campaign.
Google defines Search Term Report (STR) or Search Query Report (SQR) as “A list of search terms that people have used before seeing your ad and clicking it.”
Quality Score (QS) is a metric that Google came up with for anyone who wants to advertise on its platform.
The reason why Google is phasing out broad match modifier is that it is saying that through machine learning they are able to improve on matching keywords.
Google has several ad formats to choose from: • Search ads • Display ads • Video ads • Shopping ads • App downloads ads
Google ads cost is based on a pay per click model and in its terminology cost per click (CPC). As a marketer you decide how much you are willing to pay for a click.