PCADE - is a shorter term for PPC Ad Editor.

Objects
- describes any asset of the campaign such as ads, ad groups, and ad extensions.

Campaign - is made up of your ad groups and has the same budget and campaign type as your other ad settings. It’s what you first set-up when you advertise, and it helps you organize your different paid advertising efforts. You can run multiple campaigns at any time from your account.

Ad Group - is a set of keywords, budgets and targeting methods for a particular objective within the same campaign. For example, if you are running an ad campaign for a shoe sale, you could set up ad groups to target for online sales of women’s and men’s shoes. You can have multiple ads in each ad group.

Project -is the process of sharing a campaign build to the client. It gives the client an overview of the campaign structure and what it will look like once it goes live.

User - are persons who have access or have a PPC Ad Editor account. There are two different user roles which are defined right here.

Ad Extensions - are extra information about your business, such as your local address, phone number, and even coupons or additional websites or web page links. Ad extensions are created to improve ad visibility and attract clicks. They appear with the Search Network, above search results, and at time on the Display Network.

Expand Ads - are a “high impact” marketing strategy that helps to overcome banner blindness and get the advertiser’s messaging through to visitors of a website. There are a number of different types of expandable ads. Specifically, these ads are often differentiated by the action that prompts the expansion. Some ads will expand automatically when a page is loaded; others will expand only when the user takes a certain action (such as clicking or hovering for a set amount of time)

More information about Google Ads, the expanded text ads here.

Responsive Ads - automatically adjust their size, appearance, and format to fit available ad spaces. They fit just about any ad space across the Display Network, and can take on native formatting to match the tone and feel of the websites where they appear. So a single responsive ad may appear as a small text ad in one place and a large image ad in another.

Keywords - are the words or word phrases you choose for your ads, and will help to determine where and when your ad will appear. When choosing your keywords, think like your customer and what they would be searching for when they want your product, service or offer. Though you can include as many as you like, you may also use Google's Keyword Planner.

Here’s Google’s explanation on how to build the best keyword list.

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