Earlier I wrote about terminology unique to Facebook, in this blog post I’m going discuss some of the words and phrases that are unique to Google AdWords. This list is not meant to cover every phrase you may come across in relations to AdWords, but an understanding of these terms will go a long way to helping you navigate the world of PPC.

Ad Extensions – Allows advertisers to display phone numbers, physical addresses, ratings, additional web pages, prices, and more

Ad Group – A group of keywords or other targeting methods that can contain multiple ads

Ad Position – Where your ad shows up in the search engine results page (see ad rank)

Ad Rank – Determines your ad position, calculated using bid amount, quality score, and the expected impact of ad extensions

Ad Rotation – Choose between optimize for clicks, optimize for conversions, rotate evenly, and rotate indefinitely

  • Optimize for clicks – Show ads more likely to drive clicks
  • Optimize for conversions – Show ads more like to drive conversions
  • Rotate evenly – Rotate ads evenly for 90 days and then show the best performing ad exclusively
  • Rotate indefinitely – Rotate ads evenly, despite performance

AdWords Editor – AdWords offline software that lets you make bulk edits, manage multiple accounts at the same time, and copy or move items between ad groups and campaigns

Bid Strategy – Choose between target search page location, target CPA, target ROAS, target outranking share, maximize clicks, enhanced CPC, and manual CPC

  • Target search page location – Automatically bids to help your ads get to the top of the page or on the first page of the search engine result pages
  • Target CPA – Automatically bids to help your ads get the most conversions for a cost per acquisition that you set
  • Target ROAS – Automatically bids to help your ads get the most conversions for a return on ad spend that you set
  • Target outranking share – Automatically bids to help your ads outrank the ads of a domain of your choice
  • Maximize clicks – Automatically bids to help your ads get the most clicks within your budget
  • Enhanced CPC – Automatically adjusts your manual CPC bids to help increase conversions
  • Manual CPC – Manual bids where you set the most you are willing to pay for a click

Destination URL – The landing page your ad redirects to when clicked on (different from display URL)

Display URL – The URL that appears in your ad (may be different from the destination URL, but must have the same root domain)

Dynamic Remarketing – A type of remarketing that allows you to show the specific product or service someone viewed on your site

Expanded Text Ads – The new standard ad format for search ads, two 30 character headlines, and one 80 character description line

Gmail Ads – Interactive ads found at the top of Gmail inboxes targeted through the display network, expand when clicked on

Google Display Network – A group of over 2 million websites, apps, and videos Google is authorized to run ads on, reaches over 90% of internet users worldwide

Google Search Network – A group of search-related sites that Google owns

Google Search Partners – A group of hundreds of search related sites that Google partners with

Quality Score – A number between 1 and 10 based on expected clickthrough rate, ad relevance, and landing page experience. Learn more about the importance of quality scores here.

RLSA – Remarketing List for Search Ads, a way to retarget in the search network

ROAS – Return On Ad Spend, the total value of your AdWords conversions divided by the amount you spent (e.g. $200 made/$100 spent = ROAS of 2 or 200%), can be thought of as ROI within AdWords

For a more exhaustive list of AdWords terms visit Google’s AdWords Glossary. Digital marketing, especially pay per click advertising, can be confusing and overwhelming to new advertisers. Many business owners even wonder where they should spend their digital budget. At Epic Marketing we understand the ins and outs of digital marketing. Contact us to see what we can do for your business!

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