- MCC
- Manager account. Linking the client account to ours so we can work in it without sharing logins.
- Enhanced Conversions
- Sends hashed first-party data with a conversion so Google can match more of them. Needs the Customer Data Terms accepted.
- Consent Mode
- Adjusts tag behaviour based on the visitor’s consent choice. Required in some regions.
- Search Partners
- Third-party sites that show Search ads. On by default and usually waste. Turned off deliberately.
- Display Network on Search
- Extends a Search campaign onto Display. On by default and usually waste.
- PMax
- Performance Max. Runs across every Google surface from one campaign. Needs audience signals and brand exclusions or it eats branded traffic.
- Brand exclusions
- Stops PMax bidding on the client’s own brand terms, which would otherwise look like cheap conversions.
- RSA
- Responsive Search Ad. Google assembles headlines and descriptions. 15 headlines and 4 descriptions minimum.
- Smart Bidding
- Automated bidding. Needs roughly 30 conversions a month before it has enough data.
- Presence vs Interest
- Presence targets people in the location. Interest also targets people merely interested in it, which usually wastes budget.
- Quality Score
- Google’s 1-10 rating of keyword, ad and landing page relevance. Low scores raise costs.
- Attribution window
- How long after a click a conversion still counts.