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Glossary: Google Ads Advisor
Glossary: Google Ads Advisor

This page offers our best advice for a PPC campaign. Here, we explain what all of the terms on the page mean.

Sidra Condron avatar
Written by Sidra Condron
Updated over a week ago

Competitors Button: Whether you are starting with a domain or a keyword search, we find the most relevant advertisers to use for recommendations. You can update that list by clicking the competitors button.

When you search a domain, we look to their top ad competitors to suggest keywords from their campaigns.

When you search a keyword, we look at its top advertisers to suggest keywords from their campaigns.

Buy Recommendations/Negative toggle: The advisor report allows you to move between recommendations of keywords to add and keywords to drop (or avoid through negative match).

Filter: include/exclude keywords: This serves two purposes. The include filter requires that a phrase you type appears in the results. That helps you narrow the results to specific topics. The exclude filter helps you avoid branded terms you don't want to bid on or products/categories you don't offer.

The exclude filter is helpful if some of the keyword suggestions don’t match what you offer. For example, search “online tax return software,” but exclude the word “free.”

Buy Ratings: Our full scale is great buy, good buy, buy, and consider.

These ratings help you weigh the strength of each recommendation.

They are ranked by competitor activity and the potential for strong ROI.

Though "consider" is a cautious endorsement, it should not be seen as "don't buy." We mark "don't buy" keywords as negative match recommendations.

Competitors Who Bought: This helps you reference which of the 5 set competitors advertised on this term. Full circles tie to domains that advertised in the last year, and empty circles tie to advertisers who have not advertised on that keyword.

Stronger recommendations are usually tied to multiple close competitors advertising on the keyword, among other factors.

Impressions per Month: This is the times that the ad has been viewed, based on the keyword's volume. It's based on exact match settings, estimating the number of "eyes" on your ad.

Cost per Click: The average amount advertisers pay Google anytime someone clicks their own ad for this keyword. The default for this tool is “exact match” costs. This is only an estimate, and other factors like Quality Score will affect your ultimate cost.


This is our closest estimate of what it would cost to advertise on this keyword each month (using estimated clicks from exact match searches).

Potential Clicks/Mo: This is the estimated amount of clicks you could possibly gain by advertising consistently and competitively on this keyword.

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