A
Account Report An AdWords report that displays
metrics for the entire account.
Ad Extensions Expanded ad copy with additional
information such as business locations. This information is stored within the
Ad Extensions tab.
Ad Group A collection of one or more ads
and one or more keywords and/display targeting options.
Ad Group Report An AdWords report that displays
metrics for each ad group.
Ad Performance Report An AdWords report that displays
metrics for each ad.
Ad Preview and
Diagnostics Tool An
AdWords tool that allows you to see search results as they would appear in
various geographic locations and devices and to diagnose why your ads may not
be appearing in search results.
Ad Rank The numerical score that
determines the position of an ad in a search result or on a Display Network
page. Ad rank is calculated from a combination of your max bid, Quality Score,
and ad extensions.
Ad Scheduling Controls when an ad is shown by
time of day or day of the week. With bid modifiers, you can adjust your bid by
each time period that your ad is displayed.
AdWords Ad Gallery A tool found inside
the AdWords interface that allows you to build different types of image and
video ads. Formerly known as Display Ad Builder.
AdWords Campaign
Experiments (ACE) A
campaign feature that allows you to set up and run split tests for testing
changes to bids, keywords, ad groups, and placements and to control how much of
your traffic goes to the experiment (test) and how much goes to the control
(control).
AdWords Conversion Tracking An AdWords feature that enables
you to track conversion actions on your website and view those metrics in your
account by placing a free script on your goal (conversion) pages.
AdWords Editor A free downloadable desktop
program created by Google that allows you to view and make changes to your
AdWords account.
App Extension An ad extension that allows you
to link to your app download in Google Play or iTunes.
Audiences A targeting method that allows
you to reach people based on topics, interest categories,
demographics, or
remarketing lists. automatic placements The placements where your ad is shown
across the Display Network based on the keywords and/or topics in that ad
group.
Average Cost Per Click Also known as average CPC, the
average amount paid for your clicks. For example, if you spend $100 on a
keyword and receive 100 clicks, the average cost per click is $1.
Average Position The average of all the positions
where your ad is displayed. If your ad appears once in positions 1, 3, and 5,
then your average position is 3.
B
B2B An acronym meaning business to
business. It generally refers to businesses selling to other businesses.
B2C An acronym meaning business to
consumer. It generally refers to businesses selling to consumers.
Benefit An ad copy element that showcases
to a consumer a benefit of buying a product.
Bid Modifier aka bid adjustment. A percentage
adjustment you can apply automatically to your bids based on location, device,
and ad scheduling.
Bid Simulator A tool displayed for keywords
that shows an estimate of impressions, clicks, and cost that the keyword would
accrue if the maximum cost per click was changed.
Broad Match A keyword matching option that
allows your keyword to show for misspellings and related words.
Budget Optimizer This is a bidding technique also
known as Focus On Clicks, where AdWords will bid for you in an attempt to
maximize the number of clicks a campaign receives. Note that Google now refers
to this as the Maximize clicks bidding option.
Buying Funnel The steps a consumer goes through
before buying a product. The stages are awareness, interest, learn, shop, and
buy.
C
Call Extension An ad extension that includes a
phone number in the ad copy.
Campaign A collection of ad groups.
Campaign Report An AdWords report that displays
metrics for each campaign.
Click A click occurs when someone sees
your ad and then clicks on it.
Click-Through Rate
(CTR) A
calculation of the number of times your ad is clicked divided by impressions
(the number of times that ad is displayed). If your ad has 100 impressions and
2 clicks, it has a 2 percent click-through rate.
Conditional Formatting A tool found in many
spreadsheets, including Excel, that allows you to apply formats to cells or a
range of cells based on formulas or conditions in other cells.
Content Network The old name for the Display
Network.
Conversion A conversion occurs when a
consumer conducts an action on your site that you deem valuable, such as
subscribing to a newsletter, buying a product, or contacting your business.
Conversion Optimizer A bidding technique also known as
Focus On Conversions, where AdWords bids for you in an attempt to maximize the
conversions a campaign receives based on your target CPA price.
Conversion Rate A percentage calculated by
dividing the number of conversions a data point (keyword, placement, ad, etc.)
receives by the number of clicks. If a keyword receives 100 clicks that lead to
2 conversions, that keyword has a 2 percent conversion rate.
Cost Per Click (CPC) How much a click costs. Related
to average cost per click.
Cost Per Conversion Also known as cost per action or
cost per acquisition (CPA), this is the average amount it costs to receive
conversions. The formula is total cost divided by total number of conversions.
If an account spends $100 and receives 20 conversions, the cost per conversion
is $5.
CPA See cost per conversion.
CPM An acronym for cost per thousand
impressions.
CPM Bidding Also known as Focus On
Impressions, this bidding technique is available only for Display Network
campaigns. With CPM bidding, you bid how much you are willing to pay each time
your ad receives 1,000 impressions.
D
Daily Budget The amount you are willing to
spend on a campaign each day. Each campaign must have its own daily budget. See
also shared budget.
Demographic Bidding Now known as custom bidding,
demographic bidding allows you to automatically raise your max cost per click
based on gender and age characteristics of the person viewing your ad.
Currently available only for the Display Network.
Demographic Report An AdWords report that displays
metrics based on demographic information, such as age and gender.
Destination URL An aspect of an ad that defines
what page the user is taken to after they click on an ad.
Destination URL Report An AdWords report that displays
metrics for each destination URL used within an account.
Device Modifier Now known as mobile bid
adjustment, a bid modifier that allows you to automatically change your bids on
mobile devices.
Dimensions Tab A place inside your AdWords
accounts where you can see your data in various dimensions, such as by time of
day or locations.
Display Ad Builder See AdWords Ad Gallery.
Display Network A collection of sites that have
partnered with Google to display AdWords ads. Display Network ads are displayed
based on the content of a page matching your keywords or chosen placements.
Formerly known as the content network.
Display Planner A tool offered by Google that
allows you to conduct research across the Display Network.
Display URL A web address that appears in
your ad that allows the viewer to understand where they will be taken if they
click on an ad.
Dynamic Keyword Insertion
(DKI) A
tool that allows you to automatically insert a keyword from your ad group into
the ad copy.
E
Exact Match A keyword-matching option that
allows your keyword to show only when the search query matches your keyword
exactly.
F
Feature An element of ad copy to explain
an attribute or aspect of a product or service, such as speed, color, size, and
so on.
First-Page bid An estimate of the minimum
bid for a keyword to appear on page 1 for all geographies where the
corresponding ad could be displayed.
Flexible Bidding A bid method that allows you to
use a different bidding technique for each ad group within a campaign.
Flexible Reach A feature of the Display Network
where you can target and/or bid based on multiple targeting methods. Formerly
referred to as Flexible Targeting.
Flexible Targeting See Flexible Reach.
Frequency The average number of times a
unique individual sees your ad in a certain time period. It is generally a
measurement used for CPM ads.
Frequency Capping A campaign setting that allows you to
limit (cap) the number of times an individual will see your ad in a given time
frame. Frequency capping applies only to the Display Network.
Tags:
Account Report, Ad Extensions, Ad Group, Ad Group Report, Ad Performance
Report, Ad Preview And Diagnostics Tool, Ad Rank, Ad Scheduling, AdWords
Campaign Experiments (ACE), AdWords Conversion Tracking, AdWords Editor, App
Extension, Audiences, Average Cost Per Click, Average Position, B2B, B2C,
Benefit, Bid Modifier, Bid Simulator, Broad Match, Budget Optimizer, Buying
Funnel, Call Extension, Campaign, Campaign Report, Click, Click-Through Rate
(CTR), Conditional Formatting, Content Network, Conversion, Conversion
Optimizer, Conversion Rate, Cost Per Click (CPC), Cost Per Conversion,CPA, CPM,
CPM Bidding, Daily Budget, Demographic Bidding, Demographic Report, Destination
URL, Destination URL Report, Device Modifier, Dimensions Tab, Display Ad
Builder, Display Network, Display Planner, Display URL, Dynamic Keyword
Insertion (DKI), Exact Match, Feature, First-Page, Flexible Bidding, Flexible
Reach, Flexible Targeting, Frequency, Frequency Capping
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