The A to Z of Paid Advertising
A
Ad Rank
The position of your ad in Google search results, determined by factors such as bid amount, ad quality, and expected click-through rate.
B
Bid
The amount of money you’re willing to pay for each click on your ad.
C
Click-Through Rate (CTR)
The percentage of clicks your ad receives per impression.
D
Display Network
A group of websites and apps where you can show your Google Ads.
E
Extensions
Additional information that can be added to your ads, such as phone numbers, locations, or sitelinks.
F
Frequency
The number of times your ad is shown to the same user.
G
Geotargeting
The process of showing your ads to users in specific geographic locations.
H
Headline
The main text of your ad that appears in search results.
I
Impression
The number of times your ad is shown to users.
J
Jargon
Avoid acronyms and other industry/company terms that confuse or distract your prospect.
K
Keywords
Words or phrases that are targeted in your ad campaign.
L
Landing Page
The web page where users are directed after clicking on your ad.
M
Mobile Bid Adjustment
A bid adjustment that allows you to increase or decrease your bids for mobile devices.
N
Negative Keyword
A word or phrase that prevents your ad from showing for certain search queries.
O
Optimization Score
A score that measures how well your ad campaign is optimized for performance.
P
Placement
The location where your ad is shown, such as a specific website or app.
Q
Quality Score
A metric that measures the relevance and quality of your ad, landing page, and keywords.
S
Search Network
A group of search-related websites where you can show your Google Ads.
T
Targeting
The process of selecting specific audiences or locations for your ad campaign.
U
User-Generated Content (UGC)
Content created by users that can be used in advertising.
V
View-Through Conversion
A conversion that occurs when a user sees your ad but doesn’t click on it, then later converts on your website.
W
Website Analytics
The analysis of website data to improve the performance of your ad campaign.
X
Adult Content
Ensure that your ads budget dollars are not being wasted on these sites.
Y
YouTube Ads
An advertising platform by Google that allows businesses to display video ads on YouTube.
Z
Zero Impressions
The number of times your ad has been shown without receiving any clicks or impressions.