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Digital Dictionary


Ad Delivery How quickly ads are shown within a specific AdWords campaign. With standard delivery, ad impressions are spread evenly across the day within the available budget. With accelerated delivery, ads are displayed as often as possible until the budget is reached.


Ad Group An ad group contains one or more ads and a set of keywords, placements, or both. You set a bid to be used when your ad is triggered by the keywords or placements in the ad group. You may also specify bids for individual keywords or placements within the ad group.


Ad Scheduling Ad scheduling lets AdWords advertisers control the days and times their ads appear.


AdWords Google’s advertising program that lets you create simple, effective ads and display them to people who are already looking online for information related to your business.


API Application Programming Interface (API) is an interface used by a software program to enable interaction with other software, much in the same way that a user interface facilitates interaction between humans and computers. The AdWords API lets developers build applications that interact directly with the AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage large or complex AdWords accounts.


Automatic Placements Placements in the Google Display Network that Google finds for you based on cues (such as keywords) in your ad group.


Broad Match Broad match is the default keyword match type setting in AdWords. It allows your ads to show for relevant variations of your keywords, including synonyms and related words.


Campaign Campaigns are used to give structure to your AdWords account. The ads in a given campaign share the same daily budget, language and location targeting, end dates and syndication options. Within each campaign, you can create one or more ad groups. While a campaign may represent a broad product class, the ad groups within that campaign can be more focused on the specific products that you want to advertise.


Category Targeting Category targeting gives advertisers the ability to target all pages in the Google Display Network that are related to a specific category (i.e. vertical or sub-vertical).


CID Your Customer ID (CID) is the ID number attached to your AdWords account.


Click A click is recorded when a user sees your ad and clicks on it to learn more. Monitor your clicks to see how many people enter your website through your ad.


Click-to-Call A mobile ads feature that allows a user to click on the phone number in the ad to automatically dial the business.


Click-to-Play A type of video ad where the user must click to initiate the video playback.


Contextual Targeting Contextual targeting uses your keywords to place your ads next to relevant content. It works with ad groups that have only keywords or a combination of keywords and placements.


Conversion The completion of a meaningful user action as the result of an ad. To an advertiser this could mean a purchase, sign up, page impression, or even just an interaction with an ad.


Conversion Rate A measurement of your campaign’s success. It is calculated by the number of conversions you received divided by the number of clicks on your ad. Conversion Rate = Conversions x 100 Clicks


CPA Cost-per-action (CPA) is a pricing model where advertisers are only charged when a user performs a specified action, such as signing up for a newsletter or making a purchase.


CPC Under the cost-per-click (CPC) pricing model AdWords charges you for each click your ad receives. You won’t incur any costs if your ad is displayed and users don’t click it. CPC bidding is the default for ads running on Google and the Search Network. Most advertisers choose CPC for direct response campaigns.


Max CPC Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. You can set a maximum CPC at the keyword or ad group level.


CPM With some campaigns, you can choose to pay for views of your ad rather than clicks. The maximum cost-per-impression (CPM) is the most you’re willing to pay for a thousand impressions (views of your ad). CPM bidding is only available for campaigns that target the Google Display Network, not Google Search or search partner sites.


CTR Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). Your ad and keyword each have their own CTRs, unique to your own campaign performance. CTR also helps show you how your ads are performing. The more relevant your ads are, the more often users will click on them, resulting in a higher CTR. Clicks CTR = x 100 Imp


Destination URL The exact URL within your website on which users land after clicking on your ad.


Display URL The URL shown in your ad to identify your site to users. For text ads, it is the last line in your ad.


eCPM Effective cost-per-thousand impressions (eCPM) is a useful way to compare revenue across different channels and advertising programs. eCPM represents your estimated earnings for every 1,000 impressions you receive. total earnings eCPM = x 1,000 impressions


Exact Match A keyword match type setting that allows your ads to show for searches that match the exact phrase or keyword exclusively. Symbols used to indicate exact match are square brackets: [keyword]


GDN Google Display Network is the umbrella name for Google’s display media properties: YouTube, Google properties such as Google Finance, Gmail, Google Maps, Blogger and Google display partners (display partners include Google AdSense and DoubleClick Ad Exchange partner sites that allow text and/or display ads). The Google Display Network offers all ad formats text, image, rich media, and video ads - enabling advertisers to unleash their creativity and engage consumers across the web.


Google Buzz Google Buzz is a new way to share updates, photos, videos and more, and start conversations about the things you find interesting. It’s built right into Gmail, so you don’t have to pick out an entirely new set of friends from scratch, and available on mobile devices.


Google Analytics Google Analytics provides in-depth reports about your website. Analytics reports show you how visitors find, navigate, and convert on your site so that you can better understand users’ experiences, optimize content, and track marketing performance.


Google Places Google Places lets business owners claim their local listings to get found online, communicate with customers, and gain insights to make business decisions. Features include creating coupons and viewing how your business is doing with a real-time dashboard. After verifying your information in Google Places, potential customers searching on Google for relevant local information can find your business: your address, hours of operation, even photos of your storefront or products.


ICM Interest Category Marketing is a feature of InterestBased Advertising. Advertisers can reach users based on their interests.


Impression Share This metric represents the percentage of times your ads were shown out of the total number of page impressions where your ad appeared or could have appeared in the market you were targeting.


In-Video Video ad unit that appears over the bottom 1/5 of streaming video content. Can be in the form of text or display ads.


Impression This metric represents the number of times an ad is displayed on Google or the Google Network. Monitor your impressions to get an idea of how many people see your ad.


Keyword Keywords are the terms or phrases you choose to prompt your ad to appear. For example, if you deliver fresh flowers, you can use ‘fresh flower delivery’ as a keyword in your AdWords campaign. When a Google user searches for ‘fresh flower delivery’ in a Google search, your ad could appear next to the search results.


Managed Placements Managed placements are specific sites in the Google Display Network that you select to show your ads on.


MCC Short for My Client Center. MCC is the dashboard view in AdWords that is provided to large advertisers and third-party agencies who manage and optimize multiple AdWords accounts.


Negative Match Negative match is used to ensure your ad does not run when certain keywords are included in a query. The symbol used to indicate negative match is a minus sign: -keyword


Phrase Match Phrase match is a setting that only triggers your ad if the user’s query contains the whole phrase. Symbols used to indicate phrase match are quotes: “keyword”


Placement Placements are locations on the Google Display Network where your ad can appear. A placement can be an entire website, a subset of a website (such as a selection of pages from that site), or even an individual ad unit positioned on a single page.


Pre/Post Roll Video Pre/Post roll videos are video ad units that either play before or after streaming video content.


PYV Promote Your Video (PYV), also known as Sponsored Videos, are advertisements that point to YouTube videos and are served through an AdWords auction. These ads appear on the YouTube search page as well as other placements on YouTube.


Quality Score Quality Score is the basis for measuring the quality of your individual keywords and ads as well as determining your CPC. It’s calculated from various factors, including the relevance of your ad and keyword, your keyword’s clickthrough rate (CTR) on Google, and your landing page quality. The higher your Quality Score, the lower the price you’ll pay per click.


Query A query is another word for a search. A user’s query is what triggers search results and ads to appear.


Remarketing Google’s version of retargeting allows advertisers to serve targeted text or display ads to users who have previously visited their site. For example, advertisers can show their ads to users who have requested a quote or abandoned a shopping cart on their site.


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Google Digital dictionary