广告术语表
清晰定义你需要了解的每个 Google Ads 和 Meta Ads 术语。
40 个术语
A
A/B Testing
A/B testing (split testing) in advertising compares two versions of an ad, landing page, or campaign element to determine which performs better. By changing one variable at a time and measuring the impact on conversions, CTR, or revenue, advertisers make data-driven decisions instead of relying on intuition.
Google AdsAd Extensions (Assets)
Ad extensions, now called assets in Google Ads, are additional pieces of information that expand your search ads with extra links, phone numbers, business details, and promotions. They increase ad visibility, improve click-through rates, and directly contribute to Ad Rank, often at no additional cost per click.
Google AdsAd Rank
Ad Rank determines where your ad appears on the Google search results page. It is calculated using your bid amount, Quality Score, expected impact of ad extensions, and auction-time context signals. A higher Ad Rank means a better position, more visibility, and typically higher click-through rates.
Meta AdsAd Relevance Diagnostics
Ad Relevance Diagnostics are Meta Ads' three-part quality rating system that evaluates how your ad compares to competitors targeting the same audience. The three metrics — Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking — help diagnose why an ad is underperforming and guide specific optimization actions.
Meta AdsAdvantage+ Campaigns
Advantage+ is Meta's suite of AI-powered campaign automation features that simplify ad creation and optimization. Advantage+ Shopping Campaigns automate targeting, bidding, placements, and creative for e-commerce. Advantage+ uses machine learning to find the best customers across Meta's platforms with minimal manual configuration.
General PPCAttribution Model
An attribution model is a rule or algorithm that determines how credit for conversions is assigned to different touchpoints in a customer's journey. Choosing the right attribution model affects how you evaluate campaign performance, allocate budget, and optimize bids across your advertising channels.
General PPCAudience Segmentation
Audience segmentation divides your target market into distinct groups based on shared characteristics like demographics, behaviors, interests, or purchase history. In digital advertising, segmentation enables you to tailor ad messaging, bids, and creative to each group, improving relevance and ROI compared to one-size-fits-all campaigns.
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C
Click-Through Rate (CTR)
Click-Through Rate (CTR) measures the percentage of people who click your ad after seeing it. Calculated by dividing clicks by impressions, CTR is a core performance indicator in Google Ads and Meta Ads that reflects how relevant and compelling your ad copy, targeting, and creative are to your audience.
Google AdsConversion Rate
Conversion rate is the percentage of ad clicks that result in a desired action, such as a purchase, signup, or lead form submission. Calculated by dividing conversions by clicks, it measures how effectively your landing pages and offers turn visitors into customers. Higher conversion rates directly lower your cost per acquisition.
General PPCConversion Tracking
Conversion tracking measures the actions users take after clicking or viewing your ad, such as purchases, form submissions, phone calls, or app installs. It is the foundation of performance advertising: without accurate conversion data, you cannot measure ROI, optimize bids, or identify which campaigns, keywords, and ads drive business results.
Meta AdsConversions API (CAPI)
The Meta Conversions API (CAPI) is a server-side tracking solution that sends conversion data directly from your server to Meta's servers. Unlike the browser-based Pixel, CAPI is not affected by ad blockers, cookie restrictions, or iOS privacy changes, making it essential for accurate conversion tracking and ad optimization in the modern privacy landscape.
Google AdsCost Per Acquisition (CPA)
Cost Per Acquisition (CPA) measures how much you spend to acquire one customer or conversion. Calculated by dividing total ad spend by the number of conversions, CPA is the most direct measure of advertising efficiency. Lower CPA with consistent conversion quality means your campaigns are delivering more value per dollar.
Google AdsCost Per Click (CPC)
Cost Per Click (CPC) is the amount you pay each time someone clicks on your ad. In Google Ads, actual CPC is determined by an auction where your bid, Quality Score, and Ad Rank interact. Lowering CPC while maintaining traffic volume is a key goal of paid search optimization.
Google AdsCost Per Mille (CPM)
Cost Per Mille (CPM) is the cost an advertiser pays for one thousand ad impressions. Widely used in display and social advertising, CPM measures how efficiently you reach your audience. Lower CPMs mean more eyeballs per dollar, making it the primary metric for brand awareness and top-of-funnel campaigns.
Meta AdsCost Per Purchase
Cost Per Purchase is a Meta Ads metric that measures how much you spend on advertising to generate one purchase. Calculated by dividing total ad spend by the number of purchases attributed to your ads, it is the primary efficiency metric for e-commerce advertisers on Facebook and Instagram.
Meta AdsCreative Fatigue
Creative fatigue occurs when your target audience has seen the same ad too many times, causing declining engagement, rising costs, and falling conversion rates. It is one of the most common performance killers in Meta Ads, where high-frequency delivery rapidly wears out creative assets. Regular creative refreshes are essential to maintain ad performance.
General PPCCross-Platform Advertising
Cross-platform advertising is the strategy of running coordinated ad campaigns across multiple channels like Google Ads, Meta Ads, TikTok, and LinkedIn to reach users at different stages of their journey. It increases brand touchpoints, enables full-funnel coverage, and reduces reliance on any single platform for customer acquisition.
Meta AdsCustom Audience
A Custom Audience in Meta Ads lets you target people who have already interacted with your business through your website, app, customer list, or Meta platforms. Custom Audiences power retargeting campaigns and serve as the foundation for creating Lookalike audiences for prospecting. They are essential for full-funnel advertising on Facebook and Instagram.
D
Dayparting (Ad Scheduling)
Dayparting, also called ad scheduling, is the practice of running ads only during specific days of the week or hours of the day when your target audience is most active or most likely to convert. It helps maximize budget efficiency by concentrating spend on high-performing time windows and pausing during low-value periods.
Meta AdsDynamic Creative Optimization (DCO)
Dynamic Creative Optimization (DCO) is a Meta Ads feature that automatically tests different combinations of ad creative elements (images, videos, headlines, descriptions, CTAs) to find the best-performing variation for each audience segment. DCO reduces manual testing effort and accelerates creative learning by running multivariate tests at scale.
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Geo-Targeting
Geo-targeting in digital advertising delivers ads to users based on their geographic location, from country-level targeting down to specific cities, zip codes, or radius around a point. It ensures your ads reach the right audiences in the right locations, prevents wasted spend in irrelevant areas, and allows bid adjustments based on regional performance.
Google AdsGoogle Display Network
The Google Display Network (GDN) is a collection of over 2 million websites, apps, and videos where your display ads can appear. It reaches over 90% of internet users worldwide. GDN is primarily used for brand awareness, remarketing, and top-of-funnel prospecting, complementing Search campaigns that target active intent.
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Landing Page Experience
Landing Page Experience is one of three components of Google Ads Quality Score, measuring how relevant, useful, and easy to navigate your landing page is for users who click your ad. A strong landing page experience lowers your CPC, improves your Ad Rank, and increases conversion rates by delivering what the ad promised.
Meta AdsLookalike Audience
A Lookalike Audience on Meta Ads is a targeting option that finds new users who share similar characteristics with your existing customers. Created from a source audience like your customer list or website visitors, Lookalike audiences use Meta's data to identify people most likely to convert, making them one of the most effective prospecting tools in social advertising.
M
Maximize Conversions
Maximize Conversions is a Google Ads Smart Bidding strategy that automatically sets bids to get the most conversions within your daily budget. The algorithm uses machine learning to predict which clicks are most likely to convert and bids aggressively for those opportunities. It is the recommended first step into automated bidding.
Meta AdsMeta Pixel
The Meta Pixel (formerly Facebook Pixel) is a JavaScript code snippet installed on your website that tracks visitor actions and sends data back to Meta for ad optimization, audience building, and conversion tracking. It is the foundation of Meta Ads measurement and targeting, enabling features like retargeting, Lookalike audiences, and conversion optimization.
General PPCModel Context Protocol (MCP)
Model Context Protocol (MCP) is an open standard that enables AI assistants and large language models to securely interact with external tools and data sources. In advertising, MCP allows AI agents to directly read, analyze, and manage ad campaigns through structured tool interfaces, enabling autonomous ad optimization at scale.
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Q
R
Remarketing / Retargeting
Remarketing (called retargeting on Meta) shows ads to people who have previously interacted with your website, app, or content. By targeting users who already know your brand, remarketing campaigns typically achieve higher conversion rates and lower CPAs than prospecting campaigns, making them one of the highest-ROI advertising tactics.
Google AdsResponsive Search Ads (RSA)
Responsive Search Ads (RSA) are Google Ads' standard search ad format where you provide up to 15 headlines and 4 descriptions. Google's AI automatically tests different combinations to find the best-performing variations for each search query, user context, and device. RSAs have replaced expanded text ads as the only creatable search ad type.
Google AdsReturn on Ad Spend (ROAS)
Return on Ad Spend (ROAS) measures the revenue generated for every dollar spent on advertising. Calculated by dividing conversion value by ad spend, a ROAS of 4x means you earn $4 for every $1 invested. ROAS is the primary profitability metric for e-commerce and revenue-driven ad campaigns.
S
Search Terms Report
The Search Terms Report in Google Ads shows the actual search queries that triggered your ads. Unlike keywords (which you bid on), search terms are what users actually typed. Regularly reviewing this report helps you discover new keyword opportunities, add negative keywords, and eliminate wasted spend on irrelevant traffic.
Google AdsSmart Bidding
Smart Bidding is a subset of Google Ads automated bid strategies that use machine learning to optimize for conversions or conversion value in every auction. It includes Target CPA, Target ROAS, Maximize Conversions, and Maximize Conversion Value, using real-time signals like device, location, time, and audience to set optimal bids.
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Target CPA
Target CPA (Cost Per Acquisition) is a Google Ads Smart Bidding strategy that automatically sets bids to get as many conversions as possible at or below your specified cost per acquisition target. It uses machine learning and real-time auction signals to balance conversion volume with cost efficiency.
Google AdsTarget ROAS
Target ROAS (Return on Ad Spend) is a Google Ads Smart Bidding strategy that sets bids to achieve a specific return on your ad spend. If you set a Target ROAS of 400%, the algorithm aims to generate $4 in revenue for every $1 spent. It is the go-to strategy for e-commerce campaigns with revenue tracking.