Marketing

A type of advertising campaign in Google Ads that displays banner ads on the Google display network. This type of ad campaign uses Google vast

This type of campaign allows advertisers to target users in apps as well as YouTube and the Google Play store.

The amount of searches a specific keyword gets per month in terms of monthly traffic. A search volume of 100 would indicate 100 people search

A report that highlights all the different search queries that triggered a specific ad. This is very helpful for advertisers to ensure their ads are

When an advertiser tests different campaigns or ad variations to see how they perform over time. These can be setup using campaign experiments in Google

A type of advertising campaign that will be displayed on Google’s shopping section. Unlike search ads, shopping ads can contain images, prices and more.

The page that users see after doing a search on a search engine such as Google or Bing. This is also the page where search

A type of ad extension that displays rating stars below an ad. Selling ratings help advertisers improve ad performance and receive more clicks.

A group of search-related websites where ads from a search campaign can appear. On the Google network this includes maps, shopping, images, and any other

A query that a user types into a search engine. Depending on the campaign’s keyword match types, this will determine whether an ad is triggered

A key performance indicator that measures how much profit has been made from advertising compared to how much has been spent on ads.

A metric that advertisers use to measure the performance of their ads. It is also a bidding option in Google Ads that adjusts bids depending

A remarketing campaign helps advertisers target visitors who have already visited their website. Previous visitors will see ads when they visit websites that are part

A metric found in Google Ads which gives advertisers a sense of the quality of their ads. Ranging from 1 to 10, the three factors

A type of ad extension which displays price options for products below the ad. Available on mobile and desktop they give advertisers more space to

An acronym for pay per click. Can often refer to various different pay per click networks including Bing Ads, Facebook Ads, Instagram Ads and LinkedIn

Also known as Google Shopping Ads, Product Listing Ads are listings that appear on Google’s shopping network and allow advertisers to include images, prices and

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