Terminology Flashcards
Ad Delivery
A setting that determines how quickly you want Google to use your budget each day: either spread throughout the day (standard) or more quickly (accelerated). This setting affects when during the day your ads are likely to show, especially if your campaigns are limited by budget.
Ad Extensions
Additional incentives that increase the likelihood that users will click your ads. Advertisers can include business addresses, phone numbers, additional site links, promotions, or specific product information.
Ad Group
A set of keywords, ads, and bids that is a key part of how your account is organized. Each campaign is made up of one or more ad groups, while each ad group typically includes about 5-10 keywords.
Ad Position
The order in which your ad appears on a page in relation to other paid ads. An ad position of “1” means that your ad is the first ad on a page.
Ad Rank
Not to be confused with Ad Position, Ad Rank is a value that’s used to determine your ad position behind-the-scenes. This is calculated as the product of your bid and Quality Score.
Ad Rotation
A preference that determines which ad in your ad group should show when you have multiple ads active. Rotation settings include Optimize and Rotate Indefinitely. Optimize uses Google’s machine learning to automatically choose the ad most likely to win the auction. Rotate Indefinitely will rotate your ads evenly across all auctions. This setting is important to check to ensure that you have a proper balance between testing of your messaging and performance of your account
Ad Scheduling
Setting that allows you to control and specify which hours and days you want your ads to appear, targeting periods of time when you expect your ads to be more successful. It can also be used to automatically adjust bids during specific time periods (which is also known as dayparting).
Ad Status
A status for each ad that describes whether that ad is able to run, and if so, whether there are any policy restrictions on how or when it can run. Common ad statuses include Under Review, Eligible, Approved and more.
AdSense
A Google-based product that compensates website owners for showing relevant Display Network ads on their site.
Advertising Policies
Strongly suggested guidelines for your ads, keywords, and website. Ads that violate policies won’t be able to run.
AdWords Campaign Experiments (ACE)
Allows users to test changes to their account on a portion of the auctions that your ads participate in. ACEs can be set up to test new keywords, bids, placements and more. Users can also choose how much of the traffic they want to test and even discard the experiment at any point. If the experiment is discarded, your changes will automatically revert to the way they were before the test.
AdWords Editor
A free software application by Google that allows you to make changes to your account in bulk. This allows users to add new campaigns/ad groups/keywords, make bid changes and more.
AdWords Labels
These allow advertisers to organize elements within their accounts into meaningful groups for faster and easier reporting. Labels can be applied to keywords, campaigns, ad groups, and ads.
Amazon Marketing Services (AMS)
Amazon’s PPC advertising option for Amazon Vendors. AMS is for advertising on Amazon’s website and offers a number of advertising option including sponsored product display ads and headline display ads.
Analytics Content Experiments
Formerly known as Website Optimizer (standalone), this tool is built into the Analytics platform and allows users to setup A/B or multivariate tests for their landing pages to see how those changes affect user behavior. This tool can be a great way to make incremental improvements to conversion rates.
Application Program Interface (API)
An application that interacts directly with one or more external servers.
Audiences
In PPC, audiences are used to define the customers you target with your PPC ads. An audience can also refer to a group of users that have visited one or more pages of a website or completed a specific action. After this happens, they are included on lists that can be used to enhance your Display Network and Remarketing efforts. Advertisers can also create custom combinations, which can be a good way to target more specific audiences. Audiences used to define the customers you target with your PPC ads.
Automated Rules
A feature that automatically adjusts your ad statuses, budgets, and bids, so you don’t have to spend so much time manually monitoring your campaigns. The cool part about automated rules is that you can customize and fine-tune them to your individual account goals/KPIs.
Automated Extensions
Automated ad extensions created by Google to help improve your ad’s performance. Automated extensions include dynamic sitelinks, locations, seller ratings and more.
Automatic Bidding
Automatic bidding allows you to put your bidding on autopilot with the goal of getting the most possible clicks within your budget. You can also set a CPC bid limit if you don’t want to exceed a particular price for each click.
Automatic Placements
Locations or domains on the Display Network where your ads can show, which are automatically matched to your keywords and/or other targeting methods.
Auto Tagging
A feature in AdWords that automatically appends a custom code to your destination URLs to help you track your ad performance using website tracking programs like Google Analytics.
Average Cost-Per-Click (Avg. CPC)
The average amount that you’ve been charged for a click on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.
Average Position
A statistic that describes how your ad is typically positioned on search results pages.
Bid
The maximum amount you are willing to pay for a search keyword click.
Bidding Types
There are several ways to bid on your keywords, depending on what matters most to you and your business. There are three main bidding types available: focus on clicks (CPC), impressions (CPM), or conversions (CPA).
Bing Ads
Formerly known as adCenter, Bing Ads is a service that provides pay-per-click advertising on Bing and Yahoo! search properties.
Bing Ads Editor
A free desktop tool designed to help you manage your account offline and easily make changes in bulk.
Bing Campaign Analytics
The Campaign Analytics tool helps you track whether or not your ads are achieving your desired goals. You might also think of this as Bing’s version of Google Analytics.
Bidding Software
As the title indicates, this type of software is primarily used for the automatic controlling of bids. However, bidding software is also helpful for consolidating multiple advertising channels in one place, as well as providing the ability create high-level rules and algorithms to help optimize large PPC accounts.
Bounce Rate
Percent of people who enter your site but leave without visiting any other page.
Broad Match
The default matching option, broad match means that your ad may show if a search term contains your keyword terms in any order, and possibly along with other terms. Your ads can also show for singular or plural forms, synonyms, related searches, and other relevant variations. Sticking with the broad match default is a great choice if you don’t want to spend a lot of time building your keyword lists and want to capture the highest possible volume of ad traffic.
Broad Match Modifier (BMM)
You can add a modifier, a plus sign (+), to your broad match keywords if you’d like your ads to show when someone searches for close variants of your keywords in any order. Close variants include misspellings, singular/plural forms, abbreviations and acronyms. Unlike broad match, using a modifier excludes synonyms or related searches. For this reason, it adds an additional level of control. Using broad match modifier is a good choice if you want to increase relevancy even if it means you might get less ad traffic than broad match.
Daily Budget
An amount set for each ad campaign to specify how much, on average, you’d like to spend each day. It is important to know that on any single day you can spend up to twice your daily budget, however, your daily budget will average out by end-of-month.
Call Extensions
Feature that enables users to display a Google forwarding or business phone number along with their PPC ad.
Callout Extensions
A PPC text ad extension that allows you to promote unique offers, like free shipping or price matching.
Campaign
A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Your AdWords account can have one or many ad campaigns running.
Change History
A tool that lists the changes you’ve made to your account during the past two years. See details about changes like bid adjustments, status changes, keyword additions and more. This is particularly helpful because you can filter changes based on a specific date or date range.
Clicks –
In PPC, a click is registered when someone clicks on one of your Search or Display Network ads.
Click-Through Rate (CTR)
A way of measuring the success of an online advertising campaign. CTR is determined by dividing the number of users who clicked on an ad by the number of impressions.
Click-to-Call
Another name for Call Extensions, where you can add a business phone number to your ad. The “click-to-call” comes from users having the ability to simply click on the phone number in your ad to place the call.
Client ID
Known as an XID in Bing Ads, a Client ID is a 10-digit string of numbers that help distinguish one account from another in the Google system.
Contextual Targeting
Targeting feature that matches your ads to other relevant sites on the Display Network using your keywords and/or topics.
Conversion
A desired action taken by a website visitor, such as filling out a form or making a purchase. Search engines track visitors for up to 30 days, so your conversion may not happen until a subsequent visit several days later.
Conversion Optimizer
Also known as CPA bidding, this is a feature that uses historical conversion data to predict which clicks are likely to be valuable, then changes your bids to help you maximize conversions.
Conversion Rate
Conversions divided by clicks, which represent the rate at which a click on your ad resulted in a conversion or desired action.
Cookies
Not to be confused with snack-food, this is a small file saved on people’s computers to help store preferences and other information regarding previous search history. Engines use these to track conversions and build audiences for remarketing lists.
Cost-Per-Click (CPC)
The amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website.
Cost-Per-Lead (CPL)
Also referred to as Cost-Per-Acquisition (CPA), this refers to the amount of money an advertiser pays search engines and other internet publishers for a lead generated on its advertisement.
Cost-Per-Phone Call (CPP)
Maximum amount you’re willing to pay for a phone call. This feature will only work when using call extensions and a Google forwarding number with your ad.
Cost-Per-Thousand (CPM)
Pricing means advertisers pay their maximum bid amount for every one thousand impressions received. This option is only available on the display network.
Cost-Per-View (CPV)
Used with TrueView video campaigns, this is a bidding option that allows users to pay each time your video is played.
Data Filters
A feature that allows users to select, sort and view only the information that is most important to them. This oftentimes makes large quantities of data become easier to digest.
Day Parting
Optimization technique where you adjust your ads to run during the most profitable hours and/or days. For example, if you run a call center that operates from 8-5, you can schedule ads to run during that timespan only.
Default Max. CPC
Set at the ad group level, this represents the maximum amount you’re willing to pay for each ad click. If you don’t set a specific keyword bid, AdWords will apply your default max. CPC bid.
