Google AdWords Glossary
Howdy guys! Feeling bogged down by all the terms and acronyms in Google AdWords? Here’s a wicked table of terms you can print, share or save to help you get your head around what’s what in the Google AdWords interface.
|An ad campaign made up of, a budget, ad groups and ad settings.|
|Where you want your ads to be seen.|
Search Network only –which means Google search only.
Display network only (also known as AdSense) – means your ads will show up on other websites like YouTube, tier one websites and blogs.
Search network and display – means a combination of both.
|A group of keywords around a common theme which in turn have their own budget and settings.|
Example: If you have a furniture store you might want to have an ad group for coffee tables, dining tables, side tables. Each group will then have keywords relating to those categories – timber dining tables, dark wood dining tables and so on.
|The most important part of AdWords. These are the words or search terms that you choose your ads to be linked to so you come up when someone searches it.|
|Your ads are given a score which is defined by a combination of ad relevance, description, keywords, presence of ad extensions and the landing page the ad takes people to.|
Note: you can have a competitive budget but if you have a low quality score your ad has less chance of appearing.
|A measurement for how many times your ad is shown in Google.|
|What position your ad will rank in the search results (1st, 2nd, 3rd or 4th position) This is decided by your quality score and your bid.|
|Additional information about your business or quick links like map directions, a call button or to jump to a section of the website.|
|Landing page||The website page a searcher is taken to when they click the ad.|
Note: it’s super important for the landing page to be relevant to the ad!
|CTA (call to action)||Something that encourages a person to interact with the ad.|
Example: Learn More, Shop Now, Buy Now, etc.
|CTR (click through rate)||Used to measure the rate at which people see your ad and click through to your website.|
|Each keyword has a price or bid. Some words are more competitive than others. In order to play in the space, you need to have a competitive bid.|
|Bid strategy||Google allows for different bidding strategies depending on what metric is most important to you: impressions, clicks, view, engagement, etc.|
|PPC (pay per click)|
|An ad billing type simply means you only pay when someone clicks.|
|CPC (cost per click)||The most common bidding type which means you only pay when someone clicks your ad.|
|CPM (cost per thousand impressions)||A bidding method where you pay when someone sees your ad.|
|Daily budget||How much you are willing to spend per day.|
Note: keep your average transaction value in mind. Often the higher the value of the product is the higher the budget will need to be (example: law services)
|Billing threshold||An amount of costs that, when reached, triggers you to be charged for those costs.|