Jargon

Keywords that advertisers don’t want triggering their ads. Common examples are words such as free, download, cheap, discount. These words have low buyer intent, so

A type of bidding method that allows advertisers to set their own maximum cost per click for their ads. This gives advertisers much more control

A targeting method advertisers can use to specifically target certain websites and videos on the Google Display Network. This is the opposite of the automatic

A warning status that is given to a keyword with little to no monthly searches. Google will make the keyword inactive so it won’t trigger

A keyword phrase that includes numerous words, making it more specific and less competitive to target. For example “Red Nike mens running shoes”.

Google’s measure of how well a landing page gives people what they are looking for. This experience measurement affects the ad’s cost per click and

The ad’s destination URL on a website that users will reach when they click an ad. The aim of this page is to turn users

Keywords are the words and phrases that people are searching for and are used to trigger ads based on the different keyword match types used.

The percentage of impressions that an ad receives compared to the total number of impressions the ad could receive. This metric is a good way

This metric tells advertisers how often their ad is shown. An impression is each time their ad is shown on a search results page or

A free analytics suite provided by Google which is commonly used for data analysis on both websites and PPC ads.

A feature that limits the number of times an advertiser’s ad is shown to the same person. Often used with display and video ads on

Many PPC networks allow advertisers to target specific locations and countries for their ads. Also known as location targeting, this allows advertisers to maximize their

The URL address of the webpage that users will be redirected to when they click an ad. The final URL must always match the URL

One of the many match types that will trigger ads when the exact keyword or a close variation of the keyword is used. Exact match

A Google Ads feature that dynamically updates the text in an ad to include a keyword that matches a user’s search term. This helps make

The URL that appears on the ad that users see. This will be the same domain as the destination URL but will point to a

Also called the Google Display Network, this network contains millions of third party publisher websites which advertisers can run their ads on. These publishers receive

The URL address of the webpage that people will land on when they click an ad. The domain of the destination URL needs to match

A feature found in various ad networks which allows advertisers to set the maximum amount of money they are willing to spend per day for

A monetary metric that shows how much a conversion is worth to a business. Knowing this metric allows advertisers to set CPA and CPL targets

A percentage showing how often users click an ad. A higher clickthrough rate is better as it shows an ad is getting more clicks based

How much an advertiser pays for a view of their ad. Often used for video ads on YouTube with a view being anyone who watches

A metric that measures ads per 1,000 impressions. Often used as a bidding strategy on ad networks that allow users to pay per thousand impressions

The same as CPA (cost per action). The term cost per lead is used when a PPC campaign is focusing on registrations or email sign-ups

Cost per click is the amount an advertiser pays for every click on their advert. Commonly found on PPC networks such as Google Ads and

Sometimes called cost per acquisition, cost per action is the amount an advertiser is charged per conversion. It is calculated by dividing the total cost

The total number of conversions per ad interactions displayed as a percentage. Conversion rates are calculated by taking the number of conversions and dividing by

A conversion can be viewed as a goal completion depending on the pay per click strategy. Sometimes a conversion is a sale, sometimes it’s an

Callouts are additional information that help promote unique offers on text ads with two to six showing per ad. These are usually used to emphasize