| A-B
testing |
A method of testing in which multiple ads are run
simultaneously within the same ad group in order to see which variation is the most effective. |
| Account |
The umbrella component that encompasses all campaigns and their respective ad groups. Billing information and reporting are accessed at this level. |
| Ad creative |
The content of the ad that includes the ad title, ad description, and display URL. Also referred to as ad text. |
| Ad description |
The block of ad text shown
directly under the ad title
that is used to describe the product(s) and/or service(s) being advertised
and to persuade the user to click on the ad. Limited to two lines of 35 characters each by Google
and one line of 70 characters by Yahoo. |
| Ad group |
An account component that
contains one set of keywords and ads. Bids can be set at the ad group level or the individual keyword level. |
| Ad
scheduling |
A tool (Google only) that allows you to control the days and times that
your ads appear. Also referred to as dayparting. |
| Ad text |
The content of the ad that includes the ad title, ad description, and display URL. Also referred to as ad creative. |
| Ad title |
The first line of ad text that
is primarily used to attract the user's attention and persuade the user to click on the ad. Users click on the ad title in order to reach
the advertiser's website. Limited to 25 characters by both Google and Yahoo. |
| Advanced match |
A match type (Yahoo only) that
allows ads to be displayed for broad versions of keywords that may include plurals, misspellings, additional words, and
synonyms, in addition to searches relevant to ad text and website content. |
| Bid |
The maximum amount you are willing to pay for one click. Also referred to as maximum
cost-per-click. |
| Broad
match |
A match type (Google only)
that allows ads to be displayed for broad versions of keywords that may include plurals,
misspellings, additional words, and synonyms. |
| Campaign |
An account component that
contains one or more ad groups that share the same budget, geo-targeting, and schedule. |
| Click |
The action that occurs when an ad is selected and its title is clicked on by a user, leading the user
to your website. |
| Clickthrough
rate (CTR) |
A percentage that measures the number of clicks an ad receives divided by the number of times it is shown (impressions). |
| Content
match |
A match type that allows ads
to be displayed on a group of websites, email programs, and/or blogs who have
opted to display Google or Yahoo ads. |
| Conversion |
The completion of a desired action (i.e. a sale, sign-up, or information
request) on your website by a customer. |
| Conversion rate |
A percentage that measures the number of conversions an ad receives divided by its number of clicks. |
| Conversion tracking |
A tool that links clicks directly to their resulting conversions on your website. |
| Cost-per-acquisition (CPA) |
The average cost of acquiring a conversion, measured by dividing total cost by total number of conversions. Also referred to as cost-per-conversion. |
| Cost-per-click (CPC) |
The average cost of acquiring a click, measured by dividing total cost by total number of clicks. |
| Cost-per-conversion |
The average cost of acquiring a conversion, measured by dividing total cost by total number of conversions. Also referred to as cost-per-acquisition. |
| Cost-per-thousand
impressions (CPM) |
The average cost of acquiring 1,000 impressions (usually used only in Google placement
targeting). |
| CPA |
See cost-per-acquisition
or cost-per-conversion. |
| CPC |
See cost-per-click. |
| CPM |
See cost-per-thousand
impressions. |
| CTR |
See clickthrough
rate. |
| Dayparting |
A tool (Google only) that
allows you to control the days and times that your ads appear. Also
referred to as ad scheduling. |
| Destination URL |
The specific URL
on your website that users are directed to after clicking
on your ad. This differs from the display URL
in that it is the URL that users are not able to
see until they click on your ad. Also referred
to as landing page. |
| Display URL |
The URL
used in your ad that allows users to identify your website. This differs
from the destination URL in that it is
the URL that users are able to see in your ad. Limited
to 35 characters by both Google and Yahoo. |
| Exact
match |
A match type
(Google only) that ensures that your ad is displayed only when a user
queries your keyword with words in the exact order
you specify with no additional words or variations. |
| Geo-targeting |
A tool that allows you to control the geographic area and/or language in
which your ads are displayed. |
| Image
ad |
A graphical ad (Google only) that is
displayed on certain websites in the content
match network. |
| Impression |
The occurrence of an ad being displayed. |
| Keyword |
A word or phrase that relates to the product(s) and/or service(s) being
advertised. When one of your pre-selected keywords is entered by a user
during a Google or Yahoo search, your ad could appear next to the search
results. |
| Keyword insertion |
A tool that allows you to dynamically update your ad text with the keyword searched via the use of a special modification tag. |
| Landing
page |
The specific page on your website that
users are directed to after clicking on your ad. Also referred to as
destination URL. |
| Local business ad |
A type of ad that is location-specific and is associated to a business
listing in Google Maps. |
| Match
type |
A tool that specifies how an ad is triggered based on how the keyword is entered by the user during a
Google or Yahoo search. |
| Maximum cost-per-click |
The maximum amount you are willing to
pay for one click. Also referred to as bid. |
| Minimum
bid |
The lowest amount you can pay per
click in order for your ad to be displayed. This amount is typically
assigned by Google or Yahoo based on quality
score or quality index. |
| Negative
keyword |
Selected word(s) or phrase(s) that,
if included in a Google or Yahoo search that involves one of your keywords,
allows you to filter out unwanted impressions
by preventing your ad from being displayed. |
| Pay-per-click
(PPC) |
An online advertising model in which
the advertiser pays only when a user clicks on
an ad that links directly to the advertiser's website. The amount paid
is usually set by the advertiser rather than by the content provider. |
| Phrase match |
A match type
(Google only) that is more targeted than broad
match and more flexible than exact match.
It ensures that your ad is displayed only when the exact words within
your keyword are queried by the user in the order
you specify, with or without additional words before or after the phrase. |
| Placement targeting |
The option to display Google
pay-per-click or CPM ads on specific categories
and/or websites that are a part of Google's content
match network. |
| Position |
The placement of your ad on the search
results page relative to other ads triggered by the same keyword.
Also referred to as ranking. |
| PPC |
See pay-per-click. |
| Quality
index |
A metric that Yahoo assigns to each
ad that measures the ad's relevancy. As an ad's quality index increases,
its minimum bid decreases and its position
increases. |
| Quality
score |
A metric that Google assigns to each keyword that measures the relevancy of the keyword to its ad group and the user's search query. As a keyword's quality score
increases, its minimum bid
decreases and its position
increases. |
| Ranking |
The placement of your ad on the search results page relative to other ads
triggered by the same keyword.
Also referred to as position. |
| Return-on-investment
(ROI) |
A percentage that measures the amount of profit per dollar spent, helping
you determine the value of your advertising efforts. Typically measured by
dividing total profit by total cost. |
| ROI |
See return-on-investment. |
Search
engine optimization (SEO)
|
The practice of working with a website’s content, its exposure across the
Internet, and the search engines themselves so that the website is easily
discovered and listed by the search engines’ algorithms. |
| SEO |
See search engine optimization. |
| Standard match |
A match type
(Yahoo only) that allows ads to be displayed for exact keywords
and their relevant singular or plural variations and misspellings. |
| URL
(Uniform Resource Locator) |
The address of a specific page or file on the Internet. |
