Passed on 22 May, 2025

1. Key concepts

In this lesson, you’ll be introduced to key concepts and terms used for Google Marketing tools.

Get familiar

Take the time to learn about the key terms and concepts. You may recognise some of these terms from other modules and others might be entirely new.

Google Marketing tools

Get a quick summary of some of the Google Marketing tools available.

Google Ads

This online advertising platform connects businesses with billions of potential customers on Google Search, YouTube, and other websites. Advertisers can create and run text, image, video, and shopping ads to reach target audiences at the right time.

Google Analytics

This analytics platform provides in-depth insights into website and app traffic, as well as user behaviour. It helps you understand what’s working well, identify areas for improvement, and make data-driven decisions to grow your online presence.

Google Search Console

With access to Search Console, you can gain insights into your site’s performance in Google Search results. Discover the keywords users search to find your site, identify technical issues, and optimise both content and technical elements to improve rankings and attract visitors.

Online ads

Get familiar with key terminology that’s often associated with online advertising.

Cost per click (CPC)

The amount a marketer pays when someone clicks on their ad.

Bid

The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business.

Bid strategy

A bid strategy should be tailored to different types of campaigns. Depending on which networks a campaign is targeting, and whether a business wants to focus on getting clicks, impressions, conversions, or views.

Max CPC

A bid that a business sets to determine the highest amount that they’re willing to pay for a click on an ad.

Manual CPC

Manual CPC lets a business set its own maximum cost per click (CPC) for ads. This differs from AI-powered automated bid strategies, which set bid amounts for you.

Ad campaign

A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online.

Ad group

An ad group contains one or more ads that share similar targets. Each of your campaigns will consist of one or more ad groups. You can organise ad groups by a common theme, such as different products you offer or the specific keywords you’re targeting in your PPC campaigns.

Data-driven attribution

Data-driven attribution analyses touchpoints across channels—like Google Search, ads, social media, and email—to show how interactions drive goals like conversions or engagement. Google Ads focuses on ads, while Google Analytics covers all marketing channels.

Is pay per click the same as cost per click?

Throughout your research, and beyond these lessons, you might find that the terms pay per click (PPC) and cost per click (CPC) are used interchangeably. Does this mean that PPC and CPC are the same? Not quite, but they are closely related.

Think of PPC as the methodPPC is a paid advertising approach where you pay each time your ad is clicked. While it’s commonly associated with Search Ads, it can also apply to display and social media ads.

PPC is a paid advertising approach where you pay each time your ad is clicked. While it’s commonly associated with Search Ads, it can also apply to display and social media ads.

PPC is a paid advertising approach where you pay each time your ad is clicked. While it’s commonly associated with Search Ads, it can also apply to display and social media ads.

Conversion

Build a foundational knowledge of key conversion terms to help put module information into context.

Conversion

The completion of an activity that contributes to the success of a business such as completing website forms, making purchases, or click-throughs from email marketing campaigns.

Lesson complete

Great job!You’ve now covered the foundational concepts of Google Marketing tools, setting you up for success as you move through the rest of the module.Next up, let’s find out more about how to use Google Marketing tools.

You’ve now covered the foundational concepts of Google Marketing tools, setting you up for success as you move through the rest of the module.Next up, let’s find out more about how to use Google Marketing tools.

Next up, let’s find out more about how to use Google Marketing tools.

Next up, let’s find out more about how to use Google Marketing tools.