Expert brief: the AI's structured understanding of your business - name, industry, type, products, USPs, competitors - extracted from your landing page and shown to you in Discovery.
RSA (Responsive Search Ad): Google's ad format - you supply up to 15 headlines and 4 descriptions, Google assembles the best combinations per search.
Ad group: a set of closely related keywords that share one ad. Tight ad groups = relevant ads.
Advertising angle: the persuasive approach an ad group takes (brand trust, local convenience, competitor comparison), not just its keyword topic.
Match type: how broadly a keyword matches searches - exact, phrase, or broad.
Negative keyword: an exclusion that stops your ads showing for matching searches.
Quality gate: the scoring pass every keyword must survive - relevance, intent match, commercial viability.
Anchor terms: the core words the business actually uses for what it sells; keywords must stay grounded in them.
tCPA / tROAS: Target Cost Per Acquisition (pay per conversion goal) / Target Return On Ad Spend (revenue return goal).
Sitelinks / Callouts / Structured snippets: ad assets - extra links, short benefit statements, and categorized lists that make your ad bigger and more useful.
Copy voice: the tone applied to all generated copy - Professional, Warm & Friendly, Bold & Direct, or Mixed.
RELATED ARTICLES
What is Campaign Creator?
A complete Google Ads campaign, built by AI from a single URL.
How ad copy is written
A validated pipeline, not a one-shot prompt.