Marketing

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

A type of ad campaign that only shows on mobile and allows users to call the business by tapping the ad. Unlike call extensions on

An ad extension that lets advertisers add phone numbers which can significantly increase clickthrough rates. Call extensions are tap to call on mobile, which greatly

A keyword match type that will trigger an ad whenever someone searches for the phrase, similar phrase, close variation, or other relevant variations. The broad

A bounce is when a user only sees one page before leaving. Often measured as the bounce rate, a high bounce rate can mean a

On most PPC networks, there are different bidding types advertisers can use depending on their goals. The most common bidding types are a focus on

Similar to bid management, bid optimization involves getting the most clicks for the lowest cost. This can involve bid adjustment, landing page optimization, and ad

Advertisers can get the most out of their advertising budget by optimizing their bids through ad scheduling, bid adjustments and keyword grouping.

How much an advertiser is willing to pay for a click on their ad. Many PPC networks offer different bidding strategies such as a focus

An acronym for business to consumer which is often used in the digital marketing space when describing businesses that primarily sell to individuals.

An acronym for business to business which is often used in the digital marketing space when describing businesses who primarily sell to other businesses.

A feature found in many PPC networks that allows the network to automatically select the platform and position of an ad to meet certain performance

A feature found in many PPC networks that allows the network to automatically adjust bidding on keywords in order to meet certain performance goals e.g.

A feature that automatically adds a tracking parameter called the GCLID to Google ads URLs in order to help report on ad performance within Google