Introduction
Ever had a call with a campaign manager where they threw terms at you like CTR, PMax, and automation to impress you? It’s easy to feel overwhelmed. But with some basic knowledge, you can confidently participate in the conversation and ensure the campaign manager knows you’re not just along for the ride—you understand the game.
Below are common terms campaign managers use, with examples of how they might come up in real conversations—and how you can respond like a pro.
1. CTR (Click-Through Rate)
Campaign Manager Example:
“So, we’ll set up a high-performing ad copy to increase the CTR, which measures how many users click on your ad versus how many see it.”
How to Respond:
“Okay, if our CTR is too low, I assume that means either the audience is off or the ad isn’t engaging enough, right?”
Why It Matters:
A higher CTR means your ad resonates with your audience. If it’s low, either targeting or ad creative needs optimization.
2. ROAS (Return on Ad Spend)
Campaign Manager Example:
“We aim for a ROAS of 3:1, meaning for every dollar spent on ads, we generate three dollars in revenue.”
How to Respond:
“That’s great. Can you show me projections based on our budget? What’s a realistic ROAS we can hit given our market?”
Why It Matters:
ROAS shows the profitability of your campaigns. Setting a realistic target based on your industry is crucial to avoid overpromising results.
3. CPC (Cost Per Click)
Campaign Manager Example:
“We anticipate a CPC of around $2, meaning each click on your ad will cost two dollars.”
How to Respond:
“So, if we have a $2 CPC and our daily budget is $200, that means about 100 clicks per day. How many conversions should we expect from that?”
Why It Matters:
Knowing CPC helps you understand how far your budget will go and how many clicks you can afford within your ad spend.
4. PMax (Performance Max Campaigns)
Campaign Manager Example:
“With PMax campaigns, we’ll use automation to show ads across Search, YouTube, Gmail, and more, ensuring maximum visibility.”
How to Respond:
“PMax sounds powerful, but how will we track which channels are driving the most valuable conversions? I want to make sure we’re not losing visibility into performance.”
Why It Matters:
PMax campaigns use Google’s automation, but they reduce control over specific channels. Tracking performance closely ensures you get the most value.
5. Keywords Match Types & Negative Keywords
Campaign Manager Example:
“We’ll use broad match keywords to cast a wide net and add negative keywords to filter irrelevant traffic.”
How to Respond:
“Broad match sounds good for discovery, but can we use phrase or exact match for high-intent keywords to avoid wasting clicks?”
Why It Matters:
Understanding keyword match types helps balance reach and relevance—and using negative keywords avoids wasted ad spend.
6. Automation in Google Ads
Campaign Manager Example:
“We’ll use automated bidding strategies to optimize campaigns in real time based on conversions.”
How to Respond:
“Automation sounds great, but what’s your plan if the algorithm needs adjustment? Will we have manual oversight to ensure nothing goes off track?”
Why It Matters:
Automation saves time, but human oversight ensures the system doesn’t misinterpret data or waste budget.
7. Daily Budget vs. Monthly Budget
Campaign Manager Example:
“We’ll set your daily budget at $100, which Google will pace to hit your monthly budget of $3,000.”
How to Respond:
“Okay, so some days might spend more than $100 if traffic is high, but it’ll balance out, right? What’s the plan if we overspend early in the month?”
Why It Matters:
Understanding budget pacing helps avoid surprises. Some days may exceed your daily budget, but Google adjusts to stay within the monthly budget.
8. CPA (Cost Per Acquisition)
Campaign Manager Example:
“We’ll aim to keep your CPA under $30 to ensure we stay profitable with each conversion.”
How to Respond:
“So, if each sale brings in $50 and our CPA is $30, we’ll make a $20 profit per conversion. How do we keep CPA low if competition increases?”
Why It Matters:
A low CPA ensures you stay profitable. If your CPA rises above your margins, campaigns need immediate optimization.
Conclusion: Why Knowing the Lingo Makes a Difference
When you speak the same language as your campaign manager, you’re no longer a passive client—you’re a partner in strategy. Instead of feeling overwhelmed by jargon, ask informed questions and guide the conversation. The result? Better campaigns, better performance, and stronger partnerships.
The next time you’re on a call with a campaign manager, use this guide. They’ll respect your knowledge and work harder to meet your expectations—because they’ll know you understand the game.
