A Complete Guide to Ad, PPC, & Paid Advertising Terminology

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There are so many Digital Paid Advertising common terminologies and acronyms that the everyday person does not understand…so we’re here to break them down for you.

 


Ad Extensions

A feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.

Ad Group

An ad group contains one or more ads that share similar targets.

Ad Position

The order in which your ad appears on a page in relation to other ads. For example, an ad position of “1” means that your ad has the highest position on the page relative to other ads of the same type. It doesn’t necessarily mean that your ad is above the search results. If there are no ads above the search results, then it means that your ad is the first ad shown beneath search results. 

Ad Rank

A value that’s used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all. Ad Rank is calculated using your bid amount, your auction-time ad quality (including expected clickthrough rate, ad relevance, and landing page experience), the Ad Rank thresholds, the competitiveness of an auction,the context of the person’s search (for example, the person’s location, device, time of search, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes), and the expected impact of extensions and other ad formats.

Bounce Rate

This represents the percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same site.

Campaign

A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer.

Click-Through-Rate (CTR)

A ratio showing how often people who see your ad end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads are performing.

Conversion

An action that’s counted when someone interacts with your ad (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.

Conversion Rate

The average number of conversions per ad interaction, shown as a percentage.

Cost-per-thousand impressions (CPM)

A way to bid where you pay per one thousand views (impressions) on the Google Display Network.

Display Network

A group of more than 2 million websites, videos, and apps where your ads can appear. Display Network sites reach over 90% of Internet users worldwide. With the Display Network, you can use targeting to show your ads in particular contexts (like “outdoor lifestyles” or “cnn.com”), to particular audiences (like “young moms” or “people shopping for a new sedan”), in particular locations, and more.

Google My Business

(Formerly Google Places) A product that lets you create and manage free business listings in Google Maps so that people can see your business when doing a local search.

Impressions

How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network.

Keywords

Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.

Landing Page

The webpage where people end up after they click your ad. The URL of this page is usually the same as your ad’s final URL.

Placements

Locations on the Display Network where your ad can appear. Examples include relevant websites and apps that partner with Google to show ads.

Remarketing

Remarketing is a feature that lets you customize your display ads campaign for people who have previously visited your site, and tailor your ads (using dynamic remarketing) to these visitors when they browse the web and use apps. 

Responsive Ads

Responsive ads automatically adjust their size, appearance, and format to fit available ad spaces. So a single responsive ad may appear as a small text ad in one place and a large image ad in another.

Search Network

A group of search-related websites where your ads can appear. When you advertise on the Search Network, your ad can show next to search results, on other Google sites like Maps, Shopping, Google Images, and on the websites of Google search partners. The Search Network is part of the Google Network, our name for all the webpages and apps where ads can appear.

Search Terms

What a user searched for when they were served one of your ads.

View-Through Conversion Window

The period of time after an impression during which a view-through conversion will be recorded. View-through conversions occur after an ad impression, if the user doesn’t interact with the ad, then later converts.

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