The Ultimate AdWords Glossary - klientboost.com

18 Pages·2015·0.09 MB·English

The Ultimate AdWords Glossary
A
A/B Split Testing: When you set up two ads or landing pages against each other with
equal weight to see which performs better. Allowing one part to be the control and
the other part to be the test.
Ad Auction: This happens in split seconds when searches are typed into Google and
algorithms decide which ads to rank where. Every new search determines a new ad
auction.
Ad Copy: This is the text part of a text ad. Also known as copywriting, hence the
name “ad copy”.
Ad Delivery: Determines how quickly your ads will show. Google AdWords offers
two choices for ad delivery - Accelerated and Standard (default).
Ad Delivery (Accelerated): This is an ad serving method that shows your ads as
often as possible with no regards to spacing out your budget. Don’t care for spacing
out your conversions? Choose this method.
Ad Delivery (Standard): This is the default ad serving method where you wont show
for all valid searches, but ad impressions are being spaced out to balance your daily
budget.
Ad Group: This contains one or more ads with a target set of keywords and/or
placements (for Display Network).
Ad Placement: Locations on the Google Display Network where your ad can appear
based upon target keywords and relevancy to your ad. This could be across an entire
Website (www.website.com) or on a single page of a site (www.website.com/page).
Ad Preview & Diagnosis: A tool within Google AdWords that allows you to test and
troubleshoot what your ads look like without racking up impressions.
The Ultimate AdWords Glossary
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Ad Positioning: The order in which your ad appears based upon the keyword
maximum bid, Quality Score, and ad extensions. For the Search Network, this is
between positions 1 through 11. 1-3 usually being above the organic listings and
8-11 being on the right hand side of the Google search results.
Ad Ranking: This is a unique equation determined by your keyword quality score
multiplied by your max cost per click with an influence of the ad extensions you’re
using. The advertiser with the highest product (result of the multiplication) gets the
highest position.
Ad Rotation Settings: If you have multiple ads, the ad rotation settings help you
decide which ads should be showed most often to potential visitors. Google has four
ad rotation settings:
- Optimize for clicks (default): Shows the ads in the ad group that are the best
performing based on click through rate more often. This will likely receive more
impressions and clicks overall, since they are more attractive and usually have
better positioning.
- Optimize for conversions: Shows the ads in the ad group with highest conversion
rates more often.
- Rotate evenly: Shows the ads evenly within the ad group for 90 days and then it
switches to optimize for clicks.
- Rotate indefinitely: Just like rotate evenly, but doesn’t have a 90 day limit.
Ad Scheduling: This is also known as day parting. Ad scheduling allows you to decide
which days and times your ads should run. If you don’t want calls or submissions
after hours, then you can use ad scheduling to prevent that from happening.
Ad Variations: These are different ways that ads are put together through text,
imagery, or design. The more ad variations you test, the faster you can figure out
what messaging resonates best with your potential visitors.
The Ultimate AdWords Glossary
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AdSense: The publisher version of Google AdWords that allows website owners to
make money off of having ads placed on their site.
AdWords API: Also known as Application Programming Interface, the API allows
you to communicate and make changes to AdWords through other programs.
AdWords Discounter: This is a somewhat unknown feature that not a lot of people
believe of trust in. It’s a tool within the backend of Google AdWords that makes sure
you don’t pay more than 1 cent compared to the advertiser’s ad below you.
AdWords Editor: This is Google’s free bulk editing program that allows you to mass
change bids, keywords, ads, settings, and other things that you can’t easily do within
the regular AdWords interface. You can get it here.
Assist Clicks & Impressions: This report shows the clicks and impressions that have
helped get to the last click that ultimately lead to a conversion.
Assisted Conversions: This report is similar to the one above in that it shows which
keywords are helping to drive the most conversions.
Attribution Modeling: The science of understanding which paths a visitor took to
convert and how to attribute and weigh the different paths in a manner that
produces the highest ROI.
Auction Insights: This is an AdWords report that shows which competitors are in
the same auctions as you and how you compare against them.
Audience: This is in regards to remarketing/retargeting that sums up the size of
people you have successfully cookied/pixeled to show your remarketing ads to at a
later time.
Automated Rules: These allow you to save time by performing specific actions such
as pausing/activating, raising/lowering bids depending on criteria you set.
The Ultimate AdWords Glossary
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Automatic Placements: These are website placements that Google automatically
puts your display network ads on based on your targeting methods. You can locate
these in your dimensions tab within the Google AdWords interface.
Auto Tagging: A feature that allows AdWords to communicate with Google
Analytics through dynamically generated URL parameters.
Average Cost Per Click (Avg. CPC): This is the average amount of money it costs you
when someone clicks on your ad. Google averages out the cost per clicks and display
them at all levels (account, campaign, ad group, keyword, etc) within your AdWords
account.
Average Position (Avg. Pos.): Google AdWords is a living, breathing organism. This
shows you the average ad position you have since you may rank low and may rank
high sometimes depending on the competitive circumstances.
The Ultimate AdWords Glossary
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Below The Fold: This is the part of a page where you have to scroll down to see
what’s beneath.
Bid Modifier: This allows you to change bid percentages depending on certain
specifics like time, location, and device. You can bid up 30% on mobile devices or
decrease bids 10% in the city of Los Angeles.
Billing Threshold: This is the amount of time or volume of ad spend that triggers a
deduction from your deduction or credit card on file.
Broad Keyword Match: This keyword match type is also the scariest of all the match
types. It allows your ad to appear for searches on similar phrases, synonyms,
variations, and anything Google deems relevant when it comes to the search
network. You could be selling black leather couches, but for some reason, Google
could show your ad for the search term: leather, snuggie, and/or black beans.
Broad Match Modifier: This keyword match type gives you more control over the
search terms you want to appear for, and gives you more flexibility at the same time.
By adding a “+” in front of the words in the keyword (like, ‘+rent a +bouncehouse’),
you’re telling Google that you want the words ‘rent’ and ‘bouncehouse’ to appear in
the search term for your ad to show. Order of words don’t matter.
Bounce: Speaking of bounce houses, this is the term used to describe the action of a
visitor leaving your site without going to any other page.
Bulk Edits: Allows you to perform large actions across your entire AdWords
account from campaigns to keywords.
Bulk Uploads: Allows you to upload CSV files to make large-scale changes at once.
The Ultimate AdWords Glossary
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Call To Action (CTA): This is a specific written action you want visitors to do from
your ads or on your landing pages. Common CTAs like:
Call Now
Buy Now
Get Pricing & More Info
Etc.
Are all in relation to what you want to person act upon so that you as the advertiser
can get what you want.
Call Extensions: This is simply an extension to your text ad that allows you to have a
phone number alongside it.
Callout Extensions: These are non-clickable ad text extensions that appear with
your search ads.
Call Only Campaign: Type of AdWords campaign that allows you to only give your
visitors the option of calling and not clicking through to your landing page.
Call Tracking: This is the method of tracking which PPC campaigns are driving you
phone calls so you can measure the ROI against your ad spends.
Campaign: This is the second highest level of settings after the account level. The
campaign is where you specify all network, geographic locations, budgets,
languages, ad scheduling, bid strategy and more. These house all ad groups, along
with keywords, text ads, display ads, and display targeting.
Campaign Placement Exclusions: Allows you to create a list of unwanted website
placements for your display network campaign(s).
Change History: This is an AdWords report that lets you see time stamps of
different actions that have happened within your AdWords account.
The Ultimate AdWords Glossary
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Click: This happens when a person clicks on your ads. Pretty self-explanatory. Why
did you even read this?
Click-Through-Rate (CTR): This is the number of clicks and ad has gotten divided by
the amount of impressions (ad loading on a page) that same ad has received. CTR = #
of Clicks / # of Impressions.
Contextual Targeting: This is a display network targeting setting that matches ads
that use keyword, topic, or interest targeting to relevant and related sites on the
Google Display Network.
Conversion: This is the successful action that is your end goal with your Google
AdWords campaigns. If a visitor has converted, it means they’ve either filled out a
form, called, chatted, bought, downloaded, or visited a key page.
Conversion/Confirmation Page: This is the page where you conversion code is on to
track successful goals. It is usually the page people see right after they’ve completed
a conversion.
Conversion Rate: This is the rate at which people convert on your site.
Example: If 100 visitors come to your site and 32 sign up for your monthly
newsletter than your conversion rate would be 32%.
Conversion Tracking: Allows you to track various actions that you deem relevant
and important to the success of your Google AdWords campaigns.
Converted Clicks: This is the unique count for all customer conversions. One ad
click can max result in one conversion. This won’t count multiple conversions from
the same visitor.
The Ultimate AdWords Glossary
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Conversions: Counts all conversions no matter how many have been completed. If a
person fills out your form 5 times in one visit, 5 conversions will be recorded. Same
goes for a person buying and checking out 3 different times after the same ad click.
Cost/Conversion: Shows the average cost per conversion. Total Cost/Number of
Conversions.
Cost-Per-Acquisition (CPA) Bidding: This is a bidding model that tries to achieve
your set goal cost per action. Let’s say you only want to pay $10 a conversion,
Google will automatically try to do that for you.
Cost-Per-Click (CPC): This is the currency amount that you will pay for a click on
your ad.
Cost-Per-Click (CPC) Bid: This is the maximum amount you’re willing to spend on a
click on your ad. This doesn’t mean that you will always pay that exact amount. It will
vary but never average higher than what you set it to be.
Cost-Per-Thousand Impressions (CPM): This is a display network bidding model
where instead of CPC bidding, you can pay for every 1000 impression. This is
usually good for branding or getting more eyeballs.
Countdown Timer: A way to have your ad automatically count down towards the
end of a sale or the beginning of an event. Simply type in {= in your ad to set up it.
The Ultimate AdWords Glossary
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Daily Budget: This is the currency amount you’re willing to max spend per day from
your clicks. Note that it can go above 20% but will never average out more over the
month.
Day Parting: Another word for ad scheduling. This allows you to decide what days
and times you want your ads to show.
Description Line 1 & 2: These two lines are part of your text and fall between your
headline and display URL. They total 70 characters.
Destination URL: This is the URL a visitor will be taken to after they click your ad.
Display URL: This is the URL that is shown with your text ad so that people know
where they’re going before clicking on your ad. The root domain (www.website.com)
has to match the root domain from the destination URL, but nothing else has to
match.
Display Ad: These are specific sized image ads that are either static or animated
that are created for the display network. These are also known as banner ads.
Display Network: The Google AdWords Display Network is the biggest content
network that allows you to advertise your image and text ads on various placements
around the entire internet.
Display Planner: A tool within Google AdWords that allows you to figure out which
display placements would work best for your goals.
Double Serving: This is when you display more than one ad for the same company at
the same time at the same place. This usually only happens on the display network.
Dynamic Keyword Insertion: Shortcut way to write ad text that allows Google to
automatically input what the searcher typed in, into the ad headline, description
lines, or display URL.
The Ultimate AdWords Glossary
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End Date: This is a campaign level setting in which you can have a certain end date
for a campaign. Specifically useful for certain sales or promotions that are time
sensitive.
Enhanced CPC: Bidding strategy that allows Google to bid 30% more in order to
achieve a conversion.
Exact Keyword Match: This keyword match type only shows your ad if the searcher
typed in the exact term. This is the most restrictive keyword match types but allows
for the most control.
F
First & Last Click Analysis: This report shows the difference between weighing
conversion stats on the first time a person clicks your ad vs the last time they click
your ad and then to a conversion. This is similar to assisted clicks.
Frequency: The average number of times an individual has seen your ad per day.
This is only for the display network.
Frequency Capping: This display network setting allows you to set a limit on the
number of times an individual can see your ad per day. Specifically useful for
remarketing.
G
Geo-Targeting: Also known as location targeting, this is where you decide what
geographic areas can see your ad. Google determines geographic location based on
the devices location and IP address.