Search Marketing Glossary

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Ad Delivery: A setting that determines how quickly you want to use your budget each day: either spread throughout the day (standard) or more quickly (accelerated). This setting affects when during the day your ads are likely to show.

Ad Diagnosis: A Google Tool to help resolve any issues you have with your ad that is causing it not to be approved by Google, and therefore be visible when someone searches for your relevant keyword. This tool takes you through step by step on how to try and resolve the issue. It can be found under the ‘Tools’ tab or if you hover your mouse over the speech bubble icon above ‘Disapproved’ in the ‘Status’ column.

Ad Extension: Additional elements that you can add to you ad. These can range from phone numbers, call outs, sitelinks and more. Ad Extensions are very useful to use as when your ad shows they take up more of the SERP and therefore increases the likelihood that users will click on your ad.

Ad Group Default Bid: A bid amount that applies to all of the keywords and placements in your ad group that don’t have individual bids. This bid sets the maximum amount that you’re willing to pay for each click on your ad for any keyword and placement without its own bid.

Ad Group: An ad group contains one or more ads that target a shared set of keywords. Ad Group’s typically combine specific products, locations or themes being advertised.

Ad Position: The order in which your ad appears on a page in relation to other ads. An ad position of “1” means that your ad is the first ad on a page.

Ad Preview: A Google tool that shows a preview of a Google search result page for a specific term. This helps you see which ads are appearing for your keyword.

Ad Rank: A value that’s used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected click-through rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

Ad Relevance: This status describes how well your keyword matches the message in your ads. For example, if someone searches for your keyword and your ad shows up, would your ad seem directly relevant to their search. There are three possible ratings you can get: Below Average, Average, or Below Average.
Ad Rotation: A setting that determines which ad in your ad group will show when you have multiple active ads. Rotation settings include Optimise for Clicks, Optimise for Conversions, Rotate Evenly (90 days) and Rotate Indefinitely.

Ad Scheduling: Setting specific times or days in which your ads are to be shown. Ad Scheduling should be utilised especially when the service you are advertising is not available. For example during business hours when you’re there to handle customer inquiries.
Ad Status: A Google ranking on whether an ad is able to run. (Known as Ad Delivery on Bing) Once approved, your ad will be visible on Google/Bing. If it is disapproved or paused it will not be visible when a user searches for your relevant keywords. Google has a built in tool to help resolve disapproved ads

Advertising Policies: Google and Bing’s guidelines for ads, keywords, and your website. Ads that violate these policies won’t be able to run.

AdWords Campaign Experiments: Allows users to test changes to their account on a portion of the auctions that your ads participate in. Experiments can be set up to test new keywords, bids, placements and more. Users can also choose how much of the traffic they want to test and even discard the experiment at any point. If the experiment is discarded, your changes will automatically revert to the way they were before the test.

AdWords Editor: AdWords Editor is a free, downloadable Google application for managing your AdWords advertising campaigns. Editor can help you save time and make it easier to make changes in bulk. You can download one or more accounts, make changes offline, then upload the changes to AdWords.

AdWords: Google’s advertising platform, which allows advertisers to serve their ad’s audiences in various ad formats both on the Google Search Network and the Google Display Network. Through AdWords, you can create online ads to reach people exactly when they’re interested in the products and services that you offer.

Analytics: The measurement, collection and analysis of web data with a view to tracking progress, gaining insight and improving performance.

App Download Extension: App extensions showcase your mobile or tablet app by showing a link to your app below your ad. Clicking on this link can either lead to your app’s description in the app store (Google Play or the Apple App Store), or simply begin downloading. Clicking on your ad’s headline will still lead to your website.

Approved: A status given to ads that have been reviewed by Google/Bing and are able to run.

Auction: The process that happens with each search to decide which ads will appear for that specific search and in which order those ads will show on the page. When someone searches, the AdWords/Bing system finds all ads whose keywords match that search. From those ads, the system ignores any that aren’t eligible, like ads that target a different country or are disapproved. Of the remaining ads, only those with a sufficiently high Ad Rank may show. Ad Rank is a combination of your bid, ad quality, and the expected impact of extensions and other ad formats.

Audience targeting: Show your ads to people who have previously visited your site by using remarketing lists for search ads (RLSA).

Audiences:  Audiences are used to define the customers you target with your PPC ads. An audience can also refer to a group of users that have visited one or more pages of a website or completed a specific action. After this happens, they are included on lists that can be used to enhance your Remarketing efforts. Advertisers can also create custom combinations, which can be a good way to target more specific audiences.

Automated Reports: Reports you can customise and have sent to a designated email at a time or day you decide. This very useful if you want to review your previous week’s performance in a graphical format.

Automated Rules: A feature you can set up to automatically make changes to your ad statuses, budgets, and bids, so you don’t have to spend so much time manually monitoring your campaigns.

Automatic Bidding: A bid strategy that automatically sets and adjusts your maximum bids (the most you’ll pay for each click on your ad). Another option, manual bidding, lets you choose your own bid amounts.

Average Cost Per Click (Avg CPC): The average amount that you’ve been charged for a click on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.

Average Position: A statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page.




Bid Adjustment: A percentage increase or decrease in your bids. A bid adjustment allows you to show your ads more or less frequently based on where, when, and how people search. You can also adjust your bids based on how your ads perform, helping to improve your return on investment (ROI).

Bid: The maximum cost you are willing to pay for each click on your ad.

Bing Editor: A free desktop tool designed to help you manage your account offline and easily make changes in bulk. As it stands currently, this is only available for Windows OS applications.

Bing: Microsoft’s version of Google AdWords. Bing is the second largest search engine. It does not have close to the number of users as Google has but it should not be overlooked when running search ads. It uses a very similar interface as Google AdWords so learning to use it is not too difficult.

Broad Match Modifier (BMM): You can add a modifier, a plus sign (+), to your broad match keywords if you’d like your ads to show when someone searches for close variants of your keywords in any order. Close variants include misspellings, singular/plural forms, abbreviations and acronyms. Unlike broad match, using a modifier excludes synonyms or related searches. For this reason, it adds an additional level of control. Using broad match modifier is a good choice if you want to increase relevancy even if it means you might get less ad traffic than broad match.

Broad Match: A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword “bicycle bell” can cause your ad to show if someone searches for variations like “bicycle bells,” “buy a bell for a bicycle,” and “bell reviews for bikes.”

Budget Order: An option where you can specify a set amount of money that you’d like your account to spend over a set period of time. Setting a monthly ‘budget order’ is a great way to ensure you stick to your PPC budget. For extra control, set a start and end date for your budget order.

Bulk Editing:  Editing more than one thing in your account at a time. Using bulk editing helps you save time by simultaneously updating multiple items in one campaign, or across multiple campaigns. The Edit button, located above your campaigns, keywords, ad groups and ads: When on the Campaigns, Keywords, Ad groups, or Ads tab, you can select multiple items by clicking the box next to each item, then clicking Edit. You can then choose to edit attributes – such as your bid, budget or match type – across all of your selected items.




Call Extension: Call extensions are a type of ad extension, an ad feature that allows advertisers to include additional information about their businesses and offering to their text ads. In the case of call extensions, this additional information is your business phone number. Your number will be displayed alongside your ad

Call Forwarding Numbers: A unique phone number from Google that you can use in your ads to help track calls to your business. This capability is not available on Bing as of yet.

Google provides a unique phone number that’s displayed with your ads. If a potential customer calls this phone number, AdWords will route the call to your business phone number. You’ll then be able to see detailed reports about calls generated from your ads.

Callout Extension: The callout ad extension lets you include additional text with your search ads. This lets you provide detailed information about your business, including products and services you offer. Callouts appear in ads at the top and bottom of Google search results. You can add callouts when you create your campaign. You can edit your descriptive text, and see how ads that contain callouts perform in the Ad extensions tab.

Campaign Status: A status for your ad campaign that describes whether or not its ads can run at the moment.

Campaign: A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organise categories of products or services that you offer.

Change History: A tool that lists the changes you’ve made to your account during the past two years. See details about changes like when you paused your campaign, who added a keyword, and the amounts of your previous budgets.

Click Through Rate (CTR): A ratio showing how often people who see your ad end up clicking on it. CTR can be used to gauge how well your keywords and ads are performing. CTR is the number of clicks that your ad receives divided by the number of times your ad is shown expressed as a percentage (clicks ÷ impressions = CTR).

Click To Call: Another name for Call Extensions, where you can add a business phone number to your ad. The “click-to-call” comes from users having the ability to simply click on the phone number in your ad to place the call.

Click: When someone clicks your ad, like on the blue headline of a text ad or a sitelink, AdWords counts that as a click. A click is counted even if the person doesn’t reach your website, maybe because it’s temporarily unavailable. As a result, you might see a difference between the number of clicks on your ad and the number of visits to your website.

Columns Tab: Columns in your statistics tables provide a variety of information about your account. Your column choices vary depending on which statistics table and tab you’re viewing. You can choose which ones you’d like to see, and rearrange and save them in the order that you prefer. This way you can have all the data that’s most important to you available at-a-glance in your statistics table.

Contextual Targeting: The process that matches ads to relevant sites in the Display Network using your keywords or topics, among other factors.

Conversion Rate: The average number of conversions per ad click, shown as a percentage. Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad clicks that can be tracked to a conversion during the same time period.

Conversion: A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone. Conversions help you understand how much value your online ads bring to your business.

Cookie: A small file saved on people’s computers to help store preferences and other information that’s used on webpages that they visit. Cookies can save people’s settings on certain websites and can sometimes be used to track how visitors get to and interact with websites. Google/Bing use cookies in various ways. For example, remarketing and Google Analytics both use cookies to help do things like run your ads or track your success. The Conversion Tracking feature of AdWords also uses cookies. To help you track sales and other conversions from your ad, it adds a cookie to a person’s computer when the person clicks an ad. Bing utilises cookies for its Bing Shopping Ads.

Cost Per Click (CPC): Cost-per-click (CPC) bidding means that you pay for each click on your ads. For CPC bidding campaigns, you set a maximum cost-per-click bid – or simply “max. CPC” – that’s the highest amount that you’re willing to pay for a click on your ad (unless you’re setting bid adjustments, or using Enhanced CPC).

Custom Parameter: Custom parameters are key-value pairs that you can implement in the remarketing tag in order to categorize your site visitors in more sophisticated ways to further tailor your bids and ads. The parameters and values that you implement in custom parameters are sent through the tag to your AdWords account and become available when you create remarketing lists.

An online store, for example, can send the product price and the page type (which indicates how close to purchasing a customer is) in the tag to create a list for people who bought any product above a certain price. In this case, the custom parameters that the online store would include in the remarketing tag would be value (price of the product) and pagetype (in this case, the purchase page).

Customer ID: A unique three-part number that’s assigned to each AdWords account, listed at the top of every page in your account. On Bing a Customer ID is usually made up of numbers and letters and is typically 8 characters in length.



Daily Budget: An amount that you set for each ad campaign to specify how much, on average, you’d like to spend each day.

Default Max. CPC: Set at the ad group level, this represents the maximum amount you’re willing to pay for each ad click. If you don’t set a specific keyword bid, AdWords will apply your default max. CPC bid.

Description Line: On text ads the description lines are the two lines directly under the ads headline. Use the two description lines to highlight details about your product or service. On mobile, where space is tight, AdWords sometimes shortens or removes description line 2. There a 35 character limit to descriptions.

Destination URL: Final URL’s have now replaced Destination URL. Please reference Final URL

Device Preference: Allows you to choose a specific device (Mobile or All) on which you want your ads to be shown. If an ad group has both mobile-preferred and regular ads, only mobile-preferred ads serve on mobile devices, and only regular ads serve on computers and tablets.

Device targeting: Show your ads to the right people across all devices, based on their specific location, time of day, and device type.

Devices: Electronics that are capable of displaying a PPC ad. Supported devices include desktops/laptops, mobile devices and tablets.

Dimensions Tab: Reporting section in AdWords that allows advertisers to segment and view data based on a variety of criteria. For example, you can view aggregate data by Final URL, geographic location, hour of day, day of week and more. It is also possible to get information on call details in this section.

Disapproved Ads: A disapproved ad won’t run because they violate Google’s/Bing’s advertising policies. But if you can fix the problem, your ad may be able to run. On Google you can use the Ad Diagnosis tool to try and resolve these issues.

Display URL: The webpage address that appears with your ad, typically shown in green text. Your display URL appears in your ad with a “www.” prefix, in lowercase letters (even if you enter it with capitalised letters). If your URL begins with a subdomain, your display URL may include it

Domain: The core part of a website’s URL (its Internet address). In the URL “,” the domain name is “”

DoubleClick: Doubleclick is Google software that offers Ad-serving, Ad Delivery and behavioural targeting. Online publishers use Doubleclick to display adverts on their websites. DoubleClick will let advertisers control how often an ad is shown to a browser, how long it is shown for and how often it will appear.



Eligible: A status given to ads that Google/Bing has not yet reviewed, but that can still appear on Google search result pages.

End Date: A setting that determines how long you’d like your campaign’s ads to run. When the campaign’s end date arrives, your ads will stop running. The default setting for each ad campaign is to have no end date, so that the ads are able to run indefinitely. Best practice would be to set an end date to ensure you stick within your budget constraints.

Ended Campaign: An ad campaign that has passed its end date and is no longer running ads. You can change a campaign’s end date any time, even after the date has passed. In your account, just click your campaign and then go to its “Settings” tab.

Enhanced CPC (ECPC): An optional feature that can help you get more value from your ad budget. ECPC raises your bid by up to 30% (after applying any bid adjustments you’ve set) or lowers it by as much as 100% each time your ad is eligible to appear, based on how likely that click is to lead to a conversion. ECPC modifies 50% of your traffic initially, and then moves that percentage up or down based on how it is performing.

Exact Match: A keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword “red door” can cause your ad to show only if someone searches for “red door” or close variations of “red door” exactly, with no other words.



Filter Tab: A search that you can do on your campaign data to restrict the type of data that you see in your tables and charts. When you’re viewing the statistics tables on your Campaign tab, you can use filters to search the table for specific information. For example, you can filter for keywords using a particular word, bids that are higher than a particular amount, and clickthrough rates (CTRs) that are lower than your average.

Final URL: The Final URL is the URL address of the page in your website that people reach when they click your ad. The domain of the final URL needs to match the domain of your display URL. The final URL isn’t displayed on your ads (the URL shown is your display URL).The final URL has replaced the destination URL as part of Google’s URL upgrade.

First Page Bid Estimate: The bid you likely need to set for your ad to be shown anywhere on the first page of search results.

Floodlight Tag: Used in conjunction with DoubleClick, a floodlight tag is an HTML tag that you place on your web site to track conversions, such as a consumer making a purchase or completing an online form. A Floodlight activity stores data recorded by a specific Floodlight tag and makes the data available within all DoubleClick properties, such as DoubleClick Search (DS) and DoubleClick Campaign Manager (DCM).

Frequency Capping: A feature that limits the number of times your ads appear to the same person on the Display Network. This ensures you are not over targeting someone with the same message.



Geo Targeting: Location targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups. Location targeting helps you focus your advertising on the areas where you’ll find the right customers, and restrict it in areas where you don’t

Google AdWords: Google AdWords is Google’s online advertising program. Through AdWords, you can create online ads to reach people exactly when they’re interested in the products and services that you offer.

Google Analytics: A free Google product that provides in-depth reporting on how people use your website. You can use Google Analytics to learn what people do after clicking your ads.

Google Forwarding Number: A unique phone number from Google that you can use in your ads to help track calls to your business. Use call extensions or call-only ads with a Google forwarding number to help receive and track phone calls resulting from your ad. How it works: Google provides a unique phone number that’s displayed with your ads. If a potential customer calls this phone number, AdWords will route the call to your business phone number. You’ll then be able to see detailed reports about calls generated from your ads.

Google My Business: (Formerly Google Places) A Google product that lets you create and manage free business listings in Google Maps so that people can see your business when doing a local search. You can show business locations in your AdWords ads by using location extensions. Location extensions display your business name, address, and phone number with your ad to help customers connect with your local business.

Google Network: All of the places where your AdWords ads can appear, including Google sites, websites that partner with Google, and other placements like mobile phone apps. The Google Network is divided into groups to give you more control over where you’d like your ad to appear:

-The Display Network: Google sites like YouTube, Blogger, and Gmail, plus thousands of partnering websites across the Internet.

-The Search Network: Google search results pages, other Google sites like Maps and Shopping, and partnering search sites such as AOL.

Google Search Partners: Sites in the Search Network that partner with Google to show ads.

Google Tag Manager: Google Tag Manager allows you to quickly and easily update tags and code snippets on your website or mobile app, such as those intended for traffic analysis and marketing optimization.

Google+ Brand Page: A page on Google+ that businesses, products, brands, and organizations can create to promote their public identity and interact with others on Google+.



Headline (Title): An ad Headline (Title) is the first line of a text at. It is constrained to a 25 character limit. People are most likely to notice your headline text. Consider including keywords, which help determine when and where your ad can appear.



Impression/s: How often your ad is shown. An impression is counted each time your ad is shown on a search result page.

Impression Share: Impression share (IS) is the number of impressions you’ve received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores. Data is available at the campaign and ad group levels.

IP Address: A unique number that’s assigned to every computer or other device that connects to the Internet.

Interactions: The main user action associated with an ad format—clicks for text and shopping ads, views for video ads, and so on. The “Interactions” column counts different user actions depending on ad format. The “Interactions” column indicates how well your ads are meeting your advertising goals, regardless of the ad format. Relevant, highly-targeted ads are more likely to receive interactions.

Invalid Clicks: Clicks on ads that Google/Bing considers to be illegitimate, such as unintentional clicks or clicks resulting from malicious software.




Keyword: Words or phrases describing your product or service that you choose to help determine when and where your ad can appear. The keywords you choose are used to show your ads to people. Select high-quality, relevant keywords for your ad campaign to help you reach only the most interested people, who are more likely to become your customers.

When someone searches on Bing/Google, your ad could be eligible to appear based on the similarity of your keywords to the person’s search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads.

Keyword Matching Types: Settings for each keyword that help control how closely the keyword needs to match a person’s search term in order to trigger your ad. Each keyword uses a matching option to help control which searches should trigger your ad to show. You can choose one or more matching options for a keyword. If you don’t specify a particular matching option, keywords are considered as broad match.

Keyword Planner Tool: Found in the AdWords interface, this tool helps advertisers find new keyword ideas and add them to your account. This can also be used to estimate traffic volume, identify negative keywords and determine competition level as well.

Keyword Targeting: Choose words or phrases relevant to your product or service so your ads appear when customers use those terms to search on Bing/Google or search partner sites, like AOL. By creating a highly relevant keyword list, you increase your chances to show your ads to the most interested customers.




Labels: With labels, you can organise the elements in your account into meaningful groups so you can quickly and easily filter and report on the data that is of most interest to you. You can apply labels to keywords, campaigns, ad groups, and ads, which enables you to see how the custom categories you create are performing relative to each other and to the unlabelled entities in your account.

Landing Page: This is the webpage on your website where people end up after they click your ad. The URL of this page is usually the same as your ad’s final URL.

Limited by Budget: A campaign status that’s used when your daily budget is lower than the recommended amount. When this happens, ads aren’t regularly showing as often as they could.

Location Extension: Location extensions show your business address, phone number, and a map marker with your ad text. On mobile, they include a link with directions to your business. Clicks on ads with location extensions cost a standard cost-per-click.

Location Targeting: A setting that helps you show your ads to customers in a selected geographic location. You can target specific regions or exclude regions. Very useful if you sell good online and only offer a shipping to certain areas.

Long-Tail Keyword: A long tail keyword is a very targeted search phrase that usually contains 3 or more words. It often contains a main keyword, which is a more generic search term 1 or 2 words in length. For example: Dinosaur (main keyword) “animated dinosaur movie for kids” (Long-tail keywords)

Low Search Volume: A status that’s given to a keyword with very little to no search history on Google. The keyword will be inactive until its search traffic increases, when the keyword can start triggering your ads to appear.


Manual Bidding: A bid strategy that allows you to set your own bid amounts to control the maximum cost for each click on your ad. Another option, automatic bidding, sets these bid amounts for you.

Match Type: Settings for each keyword that help control how closely the keyword needs to match a person’s search term in order to trigger your ad. Each keyword uses a matching option to help control which searches should trigger your ad to show. You can choose one or more matching options for a keyword. These include: broad match, broad match modifier, exact match and phrase match. If you don’t specify a particular matching option, keywords are considered as broad match.

Max CPC (Maximum Cost Per Click): A bid that you set to determine the highest amount that you’re willing to pay for a click on your ad.

Mobile Ad: A type of ad that can appear on webpages and apps that are viewed on a mobile device like a cell phone or tablet. In AdWords, “mobile” is defined as where the ad can appear: on “mobile” devices. These include smartphones and high-end mobile devices. There are several types of mobile ads, including call-only ads, app promotion ads, and more.

My Client Centre (MCC): An AdWords manager account (MCC) is a powerful tool for handling multiple AdWords accounts. An MCC account allows you to link several accounts so that you can view them in a single location.



Negative Keyword: A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase. For example, when you add “free” as a negative keyword to your campaign or ad group, you tell Bing/AdWords not to show your ad for any search containing the term “free.



Organic Search Results: A free listing on Search Engine Result Pages that appears because it’s relevant to someone’s search terms. You can improve organic search terms ranking by undertaking Search Engine Optimisation (SEO) activities.



Phrase Match: A keyword setting that allows your ad to show only when someone’s search includes the exact phrase of your keyword, or close variations of the exact phrase of your keyword, with additional words before or after. The phrase match keyword “bicycle bell” can cause your ad to show if someone searches for “bicycle bell,” “buy bicycle bell,” and “bicycle bell reviews.”

Pay per Click (PPC): Allows advertisers to bid for placement in the paid listings search results on terms that are relevant to their business. Advertisers pay the amount of their bid only when a consumer clicks on their listing. Also called sponsored search/ paid search



Quality Score: An estimate of the quality of your ads, keywords, and landing page. Higher quality ads can lead to lower prices and better ad positions.

The components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience) are determined every time your keyword matches a customer’s search.

Quality Score is graded on a scale of 1-10, one being lowest and ten highest. For keywords without traffic will now, by default, receive a score of 6, and Average for the three components of Quality Score. Once keywords gather enough impressions, scores will update about a day or so later.

The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher 1-10 Quality Scores and benefit from having higher quality components of your Ad Rank, like a higher position or lower CPC.



Recommended Daily Budget: An estimate for the minimum amount you’d need to set for your daily budget in order for your ad to appear as often as possible for your current set of keywords.

Relevance: How closely the elements of your ad campaign match what a person seems to be looking for. Your ads and keywords should directly relate to the content on your website, especially the ad’s landing page. When people see your ad, they should be able to understand what kind of product, service, or other content they’ll find on your site.

Relevance is part of your Quality Score, a formula that Google uses to measure how useful your ad, keyword, and website are to a customer. Relevant ads tend to get higher Quality Scores.

Remarketing: A feature that lets you reach people who have previously clicked on your ad or visited your website.

Remarketing List for Search Ads (RLSA): Remarketing lists for search ads (RLSA) is a feature that lets you customise your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google/Bing.

When people leave your site without buying anything, for example, remarketing lists for search ads helps you connect with these potential customers when they continue looking for what they need via a search. You can set your bids, create ads, or select keywords keeping in mind that these customers have previously visited your website. Remarketing lists for search ads uses remarketing lists to enable these customisations.

Reports: You can find the specific performance data that interests you by customizing the statistics tables of your AdWords account using columns, segments, and filters. Once the table looks exactly how you want, you can download it as a report in a variety of formats and save it. You can also set up the report to run at specific intervals, and schedule it to be emailed to you or other people who have access to your account.

Return On Ad Spend (ROAS): A metric used to measure the effectiveness of marketing campaigns. This formula measures how much gross revenue is realised for every €1.00 of spend on advertising (Euros Sold / Euros Spent = ROAS). This is a useful metric when applied to PPC.

Review Extension: With review extensions, you can share those positive write-ups, awards, or third-party rankings with potential customers in an additional line of text beneath your ads on Google Search.


Search Engine Marketing (SEM): The process which aims to get websites listed prominently in search-engine results through search-engine optimisation, sponsored search and paid inclusion. See also PPC and SEO and Paid Inclusion.

Search Engine Optimisation (SEO): The process which aims to get websites listed prominently within search engine’s organic (algorithmic, spidered) search results. Involves making a site ‘search engine friendly’.

Search Engine Result Page (SERP): A search engine results page (SERP) is the listing of results returned by a search engine (Google, Yahoo, Bing) in response to a keyword query. The results normally include a list of items with titles, a reference to the full version, and a short description showing where the keywords have matched content within the page.

Search Engine: Google, Bing, and Yahoo are all search engines. They index millions of sites on the internet, so that internet users can easily find websites with the information they want.

Search Terms/Query Report: A list of search terms that people have used before seeing your ad and clicking it. Use this report to refine your keywords so that only the right searches cause your ad to show. This report shows every search query that resulted in your ad being shown and clicked.

Shared Library: A useful AdWords feature, in the Shared Library you’re able to leverage components (audiences, negative keywords, and placement exclusions) in multiple areas of your account:

Audiences – These are specific segmentations based on interest and the way people have interacted with your site that you can leverage within your display campaigns.

Campaign Negative Keywords – These are negative keyword lists that you can leverage across your campaigns.

Campaign Placement Exclusions – These are excluded or negative placement lists that you can leverage across your campaigns.

Search Impression Share: the impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive

Search Lost Impression Share to Rank: the estimated percentage of impressions on the Search Network that your ads didn’t receive due to poor Ad Rank

Search Lost IS Budget: the estimated impressions on the Search network that your ads didn’t receive due to insufficient budget

Sitelink Extension: The sitelinks ad extension shows links to specific pages on your website beneath the text of your ads (and in addition to the main landing page), helping customers get to what they’re looking for on your site with just one click. Sitelinks appear in ads at the top and bottom of search results. You can add sitelinks when you create your campaign. Sitelinks are very beneficial to use, as when they show they take up a large amount of space on the search engine results page, thus promoting your brand more and enticing people to click on your ad.

Social Extension: Social information that appears next to your ads that show how many Google+ followers your website has. These extensions can appear next to your ads. Social extensions show how many people are following your business’s Google+ page.

Structured Snippet Extension: Structured snippets allow your ads to highlight specific aspects of your products and services. These ad extensions provide context on the nature and variety of your products and services before visitors click through to your site.


Tactical Search: Bidding on a category of keywords that might be a hot topic and displaying an ad related back to an advertiser. The idea of these campaigns is to gather public attention and highlight socially in order to gain attention.
Targeting Method: The method that you choose to match your ads to places it can appear. Keywords and placements are the most common examples. You can use more than one targeting method in an ad group, such as keywords and managed placements.

Targeting: Targeting ads so they show to the right customers is an essential part of a successful advertising campaign. You might have designed the perfect ad to attract your customers to your business, but unless you show it to the right people at the right time, your ad alone won’t help you reach your goal. AdWords offers different ways of targeting your ads.

Text Ad: The standard type of AdWords ad. A text ad includes a link to your website and a description or promotion of your product or service. Text ads include a title that’s also a clickable link to your webpage, one or two lines of text, and your website address shown in green. These ads can appear on Bing’s/Google’s search results pages and across the Google Network. Text ads might look different on the Display Network, or on mobile.

Title (Headline): An ad title (headline) is the first line of a text at. It is constrained to a 25 character limit. People are most likely to notice your headline text. Consider including keywords, which help determine when and where your ad can appear.

Tracking Code: Is a snippet of JavaScript that collects and sends data to Google Analytics from a website. It’s automatically generated for every web property. You need to copy and paste it from your account on to your web pages for Google Analytics to work.



Under Review: A status given to ads that can’t run until Bing/Google reviews them (typically within 1 business day). “Under review” ads can’t run anywhere until they’re reviewed and approved because they need a closer look to make sure that they follow Google’s/Bing’s policies. When you create or edit an ad, Google will review your ad to make sure that it complies with their advertising policies.

URL: The location of a webpage or file on the Internet. A webpage’s URL—such as—is made up of a domain name ( “mycompany”), a domain category (“.ie”), and sometimes other elements like a subdomain (“support”) and path (“/products”).




View through Conversions: View-through conversions happen when someone converts after an impression (without an interaction) of your Video or Display ad.

Views: The number of times your video ad was viewed

View Rate: The number of times your video ad was viewed divided by its number of impressions,




Webmaster Tools: AKA Google Search Console is a no-charge web service by Google for webmasters. It allows webmasters to check indexing status and optimize visibility of their websites.

Writer’s block – When writing PPC ad copy and you can’t fit in all your words due to the character limit




YouTube Ads:  YouTube ads are video adverts that appear before other videos on YouTube, beside playing videos and in search results.


Google Zeitgeist: Google Zeitgeist is a snapshot in time of what people are searching for on Google all over the world.


404 Error: An error message that appears when a user attempts to follow a broken or dead link