Google & Bing Ads Terms & Definitions

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 Rank #

Ad Rank is a value that is used to determine your ad position in the backend. This is calculated as the product of your bid and Quality Score.

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.

Google Ads Editor #

A software application by Google to make account changes without posting live until you’re ready. Google Ads Editor is also free and allows you to add new campaigns/ad groups/keywords or to make bid changes and more.

Audience #

In Pay Per Click, audiences are used to define the customers you target with your pay-per-click 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 pay-per-click ads.

Auto Tagging #

A feature in Google Ads that automatically appends a custom code to your destination URLs to help you track your ad performance using website tracking programs like Google Analytics.

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 best part about automated rules is that you can customize and fine-tune them towards your individual account goals/KPIs.

Bid #

The maximum amount you are willing to pay for a search keyword click.

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 Modified (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.

Call Extensions #

Feature that enables users to display a Google forwarding or business phone number along with their pay-per-click ad.

Callout Extensions #

Google Ads 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 Google Ads account can have one or many ad campaigns running.

Change History #

A section in the Google Ads interface 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.

Click Through Rate (CTR) #

A way of measuring the success of an online advertising campaign. A CTR is determined by dividing the number of users who clicked on an ad by the number of times the ad was delivered (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.

Clicks #

A click is registered when someone clicks on your pay-per-click ad.

Client ID #

A 10-digit string of numbers that help distinguish one account from another on Google Ads.

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 Rate #

Conversions divided by clicks, which represent the rate at which a click on your ad resulted in a conversion or desired action.

Cookies #

A small file saved on a user’s computer to help store preferences and other information regarding previous search history.  Search 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) #

The amount of money an advertiser pays search engines and other internet publishers for a lead generated on its advertisement.

Cost per thousand impressions (CPM) #

Pricing means advertisers pay their maximum bid amount for every one thousand impressions received.

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.

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.

Devices #

Electronics that are capable of displaying a pay-per-click ad. Supported devices include desktops/laptops, mobile devices and tablets.

Display Network #

A collection of more than a million websites, videos, and apps where your ads can appear.  Google’s network is called the Display Network.

Display URL #

Not to be confused with final URL. The webpage address that is shown with your ad. This is often different from your destination URL and much shorter. Just make sure you only have one display URL per ad group and that it uses the same root domain as your destination URL. Google Ads allows 35 characters for Display URLs, and if your domain is longer than that they may show a shortened version.

Enhanced CPC (eCPC) #

Automatic bid management feature designed to increase your ROI by raising or lowering your bids for keywords that the system predicts are more likely to convert.

Exact Match #

The most specific of the keyword match types and triggers your ad when users type your keyword exactly as is and in the same order.

Final URL #

The URL address for the page you’re sending traffic from your pay-per-click ads.  This is allowed to be different from the display URL, although it has to direct users to the same domain as what is in the display URL.

Frequency Cap #

Feature that enables advertisers to create a threshold for the number of times your ads appear to the same person on the Display Network.

Geotargeting #

campaign setting allows advertisers to specify the geographical countries, regions, states, etc. where their ads will be served.

Google Forwarding Number #

A unique phone number generated through Google that advertisers can use in their ads to help track business calls and performance.

Google Merchant Center #

A tool that helps advertisers upload product listings and feeds to be used for Google Shopping, Google Product Ads, and Google Commerce Search.

Image Ads #

Also known as Banner Ads. Formatted for the Google Display Network, these are ads that include graphics to help promote your business. Ads of this type support a variety of sizes and formats, such as static, animated or HTML.

Impression Share #

Impression share (IS) is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores. Data is available at the campaign and ad group levels.

Impressions #

Numbers of people who see your pay-per-click ad.

Key Performance Indicator (KPI) #

Performance measurement that stems from your primary metric or what is most important to a particular business’s success. For example, conversions and cost-per-acquisition can be popular KPIs for many pay-per-click advertisers.

Keyword #

A word or phrase that pay-per-click advertisers use to display their ads in the paid ads search results.

Keyword Tool #

Found in the Google Ads interface, this tool helps advertisers find new keyword ideas and add them to your account. This can also be used to estimate traffic volume, identify negative keywords and determine competition level as well.

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.

Landing Page #

Specified by the destination URL, this is the webpage where customers end up after they click your ad. It is important to note that landing page quality is an important factor in determining Quality Score.

Lead #

Desired action taken by customers, such as filling out a form, submitting an email or downloading a whitepaper, etc. that allows marketers to capture a user’s information for later use.

Location Extensions #

Type of ad extension that includes a business address and phone number into text ads. These can be a great way to help attract more customers to local businesses.

Manual Bidding #

Default bidding option where CPC bids are set manually for a particular keyword, placement, etc. Advertisers also have the option to turn on Automatic Bidding if they don’t want to control their CPC bids manually.

Manual Tagging #

As opposed to auto tagging, this option allows advertisers to tag their destination URLs manually with “_utm” information that can be read and understood by Analytics or 3rd party tracking solutions. These are also used heavily in email blasts, promotional campaigns and more.

Match Types #

Match types allow an advertiser to control when their ad shows for a particular search query that may or may not contain a keyword listed in their ad group. There are three different match types, Broad, Phrase and Exact.

Message Extensions #

Ad Extension feature that allows people to text you directly from your ad to book an appointment, get a quote, ask for information, or request a service.

Negative Keywords #

Advertisers add negative keywords to their account so their ads do not display when a customer types in a search query containing that keyword.  Negative keywords help you qualify the clicks to your site more effectively.

Pay-Per-Click (PPC) #

A method of advertising where the advertiser pays for each click he receives on the search engines.

Phrase Match #

Keyword setting that allows ads to show only when someone’s search includes the exact phrase of your keyword or close variations of the specific keyword phrase.

Placements #

A domain where a display ad has been shown.

Price Extensions #

Feature for pay-per-click search ads that showcase your services or products by linking people directly to what interests them on your site. Price extensions appear below your text ad and can have up to 8 cards of different options and prices.

Product Listing Ads #

Search ads that include rich product information, such as images, pricing, and business names, without requiring additional keywords or ad text. Ads of this nature appear under the Google Shopping results automatically for consumer queries relating to one of your product offerings.

Promotion Extensions #

Feature of pay-per-click search ads that showcases promotional offers below your text ads. Promotion extensions highlight deals for your customers to help generate new sales for your business.

Quality Score (QS) #

A complex and partially hidden formula used by search engines that takes CTR and several other factors into account in order to decide whether your keywords are relevant to your ads and landing page.  This is multiplied with your max CPC to calculate your Ad Rank to see what your ad position will be.

Remarketing #

Allows advertisers to show ads to users who’ve previously visited your website as they browse other sites on the Display Network. This creates a network of high-intent and relevant users that have the opportunity to click on your ad and return to your site to make a purchase.

Remarketing Lists for Search Ads #

Feature that lets you target people who have previously visited your site with your search ads and optimize your pay-per-click bids to increase the likelihood of reaching the audience. Targeting and optimizing remarketing lists can lead to highly qualified customers visiting your site.

Return on Advertising Spend (ROAS) #

Ratio of money gained or lost on an investment relative to the amount of advertising (pay-per-click) money invested.

Return on Investment (ROI) #

Ratio of money gained or lost on an investment relative to the amount of money invested.

Search Partners #

Websites partnered with Google to show pay-per-click advertisements on the Search Network.  They can be opted out of in the Google interface, but advertisers don’t have the ability to bid exclusively on search partners.

Search Query #

A basic search query is a keyword or a keyword phrase a user enters when searching on any search engine.

Search Terms Report #

Allows advertisers to review the actual search queries that triggered their ads.

Shared budgets #

Google Ads budgeting option that allows advertisers to specify a particular amount for a group of campaigns to spend in a given day. This can be a good way to avoid spreading budget too thin, particularly in smaller accounts.

Sitelink Extensions #

Feature that displays links to different pages of a website beneath the ad text. Sitelinks can appear in ads at the top and bottom of the SERPs and for some search partners.  Sitelinks need to direct users to a different destination URL than what your main ad points to.

Smart Bidding #

A subset of automated bidding strategies that uses Google’s machine learning to optimize bidding in each and every auction. Some examples of smart bidding strategies areTarget CPA, Target ROAS, Maximize Clicks, Maximize Conversions, and Enhanced CPC.

Structured Snippets #

Feature that appears alongside your pay-per-click search ads that showcase a list of products or services with a predefined header. The structured snippet predefined headers include brands, destinations, and courses as well as several other header options.

Topics Targeting #

Targeting method that allows advertisers to show ads on other websites around the Display Network that feature content related to your selected topics.  Topics targeting is based on the content of the websites and how Google classifies them.

Tracking Code #

Small snippet of HTML or JavaScript added to a “thank you” page or element that shows what happens after a customer clicks on an ad and enables the free conversion-tracking tool.

TrueView Ads #

Available in in-stream, in-slate, in-search and/or in-display formats, these are video ads through Google Ads that give viewers the choice over which messages they want to see and when.

View Through Conversion #

Provides a measurement of the number of online conversions that happened within 30 days after a user saw a Google Display Network ad, didn’t click on that ad, and then converted via another means.

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