Terms

Question 1

CPC

Answer 1

Cost Per Click is the amount an advertiser is charged for a single click. Different keywords cost different amounts, depending on the competition.

Question 2

AD position

Answer 2

The placement of an ad on the Google search results pages. Position #1 is at the top of the first page.

Question 3

Bid Price

Answer 3

The maximum amount of money an advertiser is willing to pay for a click from a given keyword.

Question 4

Call to Action

Answer 4

Directions within an ad or a web page for the reader to take an action

Question 5

Campaign Cloning

Answer 5

A process we developed for the purpose of testing under controlled circumstances that yield the highest odds of success before cloning those testing efforts into more speculative areas of AdWords

Question 6

Conversions

Answer 6

A desirable action by a website visitor, including joining a mailing list, buying a product, calling a phone number, or downloading a file.

Question 7

CTR

Answer 7

Click Through Rate is the number clicks an ad receives divided by the number of impressions. The higher the CTR, the more effective Google considers the ad.

Question 8

Display Network

Answer 8

Websites, forums, or blogs that aren’t owned by Google, but have Google AdWords ads (also known as Adsense ads) on them.

Question 9

Impressions

Answer 9

The display of an ad on a web page.

Question 10

Interruption Marketing

Answer 10

A term we refer to when discussing the Display network and the Fact that someone wasn’t actually looking for a solution to a problem, but might be reading about something related to the problem or solution that is being advertised.

Question 11

Landing Page

Answer 11

The first website shown after an ad is clicked. The page is constructed to appeal to the same desire as the ad.

Question 12

Permission Marketing

Answer 12

A term we regularly refer to when discussing the Search network, and the fact that someone is actively searching for a solution to a problem.

Question 13

PPC

Answer 13

Pay Per Click is the advertising model that chargers advertisers only when their specific ads are clicked.

Question 14

Split Test

Answer 14

is a test that divides online traffic randomly between two or more creative approaches (ad, website, e-mail, and so on) and measures which one generates more conversions.

Question 15

Search Network

Answer 15

The online network people go to when searching for a solution to a problem they’re having.

Question 16

Traffic

Answer 16

The number of visitors to your website.

Question 17

Visitor Value

Answer 17

How much money, on average, a single visitor to your website is worth.

Question 18

Campaign

Answer 18

An ad campaign on Google AdWords is made up of your ad groups, and has the same budget, campaign type and your other ad settings. It’s generally what you first set-up when you advertise, and it helps you organize your different paid advertising efforts. You can run multiple campaigns at any time from your Google account.

Question 19

Ad Groups

Answer 19

An ad group is your set of keywords, budgets and targeting methods for a particular objective, within the same campaign.

Question 20

Campaign Type

Answer 20

Your campaign type is where you want your ads to be seen. “Search Network only”, “Display Network only (also know as Adsense)”, and “Search Network with Display Select (a combo of both)”.

Question 21

Keywords

Answer 21

Are the words and phrases you choose for your ads which determines where your ad will be displayed.

Question 22

Broad Match

Answer 22

Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations.

Example keyword: women’s hats
Example search: buy ladies hats

Question 23

Broad Match Modifier

Answer 23

Ads may show on searches that contain the modified term (or close variations, but not synonyms), in any order.

Symbol: +keyword
Example keyword: +women’s +hats
Example search: hats for women

Question 24

Phrase Match

Answer 24

Ads may show on searches that are a phrase, and close variations of that phrase.

Symbol: “keyword”
Example keyword: “women’s hats”
Example search: buy women’s hats

Question 25

Exact Match

Answer 25

Ads may show on searches that are an exact term and close variations of that exact term.

Symbol: [keyword]
Example keyword: [women’s hats]
Example search: women’s hats

Question 26

Negative Match

Answer 26

Ads may show on searches without the term.

Symbol: -keyword
Example keyword: -women
Example search: baseball hats

Question 27

Impression Share

Answer 27

Is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive.

Question 28

Search Impression Share

Answer 28

Your impression share strictly for impressions generated through the search network.

Question 29

Display Impression Share

Answer 29

Your impression share strictly for impressions generated through the display network.

Question 30

Search Lost Impression Share (budget)

Answer 30

The percentage of impressions you lost out on for the Search Network due to insufficient budget. (campaign level only)

Question 31

Display Lost Impression Share (budget)

Answer 31

The percentage of impressions you lost out on for the Display Network due to insufficient budget. (campaign level only)

Question 32

Search Lost Impression Share (rank)

Answer 32

The percentage of impressions you lost out on for the Display Network due to low ad rank.

Question 33

Display Lost Impression Share (rank)

Answer 33

The percentage of impressions you lost out on for the Display Network due to low ad rank.

Question 34

Search Exact Match Impression Share

Answer 34

Your impression share from the Search Network for search queries that matched your keywords exactly.