Course 2 - Module 4 Flashcards
Ad auction:
A process that determines which ads will appear for a specific search and in which order those ads will show on the page
Ad extension:
A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address
Ad formats:
Elements such as text, videos, images, digital content ads, and more that make up a Google Ad
Ad group:
A group of ads that is organized by a group of keywords
Automated bidding strategy:
A Google Ads feature that automatically sets a bid for an ad based on an ad’s likelihood to result in a click or conversion that helps achieve a specific goal
Average daily budget:
The average amount set for each ad campaign on a per-day basis
Bid:
The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business
Bidding strategy:
Tells an advertiser how much to pay for each user action related to an ad
Broad match:
A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword
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
Click:
An interaction with an ad and online user
Digital advertising:
Communication made by a company to promote its brand, product, or service using various platforms and online channels
Exact match:
A keyword match type in Google Ads that shows ads when someone searches for a term that has the same meaning or same intent as a keyword
Google Ads:
An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users
Google Display Network:
A group of websites, videos, and apps where display ads can appear
Impressions:
How often an ad is shown
Keyword:
A search term that people use to find information, products, or services online
Landing page:
The webpage where people end up after they click an ad
Negative keywords:
Search terms excluded from an ad campaign
Optimization score:
An estimate of how well a Google Ads account is set to perform
Organic results:
Search results not paid for by advertisers
Paid results:
Search results that advertisers pay to show whenever a user runs a search containing certain keywords
Pay-per-click (PPC):
A type of advertising that allows the advertiser to pay only when someone clicks on an ad link
Phrase match:
A keyword match type in Google Ads that shows ads when someone searches for a term that includes the meaning of a keyword
Responsive display ad:
A Display ad that automatically adjusts its size, appearance, and format to fit available ad spaces
Search engine results pages (SERPs):
The results pages that appear when someone performs a search query
Smart bidding:
Automated bidding strategies that use machine learning to optimize for conversions or conversion value with each auction
Targeted location:
The towns, cities, or countries in which an ad will appear
Traditional advertising:
Non-digital ad placements, like newspapers, radio, TV, or billboards
Visitors:
The total number of times people have been to a website or app as a result of clicking an ad
