PPC A-Z LINGO A Ads - When using Google AdWords for paid advertising, you are given many different ad options in which to populate with ad copy or a relevant advertorial graphic. Ad delivery – In the settings of your Google AdWords campaign, changing the settings of your ad delivery will determine how quickly you want Google to spend your daily ad budget. Ad group – Each PPC campaign is made up of one or more ad groups. Ad groups enable you to group ads that are all similar to one topic, service or product. Each ad group will have their own set of keywords which the ads in the ad groups will share. Ad rank – the components of ad rank include: expected click through rate, ad relevance to the landing page and keywords in the ad group, landing page experience, bid amount, expected impact of ad extensions and other undefined components. Ad scheduling – With the ad scheduling option you can choose which days and which times of the day your ads will appear, this is great for advertisers who do not open on weekends or do not want to lose potential customers. B Bid – A keyword bid is the amount you are willing to pay for a click; bids will depend on your keyword quality score, historic click through rate, keyword competition and the quality of your landing pages. Bing ads – Bing ads is an advertising service similar to Google AdWords however your ads will display on Bing and Yahoo. Broad match – When creating keyword lists for your ad groups in AdWords, you define the keyword match type. One of these match types is broad match. Broad match allows your ads to appear for similar phrases, singular or plural forms of your keyword, misspellings, synonyms and other loosely related terms. Budget – During PPC setup, you define a daily ad budget for each of your campaigns which will be the maximum amount you will be charged per day to show your ads until your budget runs out. C Campaign – An AdWords campaign contains multiple ad groups which contain their own sets of keywords. Most AdWords settings are set at campaign level. Change history – If your ad performance has drastically changed and you are unsure why then you can check the Change History in AdWords. Clicks – When a user clicks on your ad headline or ad extensions, this is counted as a click in your AdWords account Click Through Rate (CTR) – The percentage of people who see your ad and click through to your site is your click through rate. Conversion – Depending on your business goals and how your tracking is set up, a conversion reported in AdWords is when a user completes an action on your website that you deem valuable to your business such as a phone call, contact form completion or download. Conversion rate – Conversion rate is the percentage of users who clicked your ad and completed one of your desired actions that you have counted as a conversion in AdWords. D Display network – If you have a more flexible budget and want a larger outreach, Display network may be a good option for you. Display network enables your display ads to appear on over 2 million sites trusted by Google including Google Finance, Gmail, YouTube and Blogger. You can define your target demographic by gender, age, interests etc so your ads only show to the most relevant users. E Enhanced CPC – Enhanced CPC bidding will automatically increase your bids on clicks Google thinks will likely lead in a conversion. Exact Match – To ensure your ads only show for the exact keywords you have set or very close variants, you should set your keywords as exact match i.e. [exact match keyword]. F Final URL – A final URL in AdWords is the landing page you are sending your users to once they click on your ad. G Google AdWords – The advertising platform is which you set up and manage your paid advertising on Google is known as Google AdWords. Google Analytics – Google Analytics gives you in depth data about your website and further information about your PPC performance. I Impressions – The number of impressions your ads receive are relative to how many times your ads have been shown in the search results. K Keyword – Keywords are terms that are relevant to your business offering which you want your ads to appear for in the search results. Keyword Planner – Keyword planner gives you accurate keyword forecasts, competition and bid suggestions as well as enabling you to form ad groups of keywords. N Negative keywords – You can define negative keywords at account, campaign and ad group level to prevent your ads appearing for specific terms or search queries that contain certain words. P Phrase match – Phrase match keywords enable your ads to appear for close variants of your phrase match keywords, with additional words before and after. Q Quality score – A part of Google’s rating process of the quality and relevance of your keywords and ads. Elements of quality score are: expected click through rate, ad relevance and landing page experience. S Search terms report – Your search terms report shows you what terms your ads have appeared for. Sitelink extensions – Sitelink extensions give you the option to add links to further pages on your website, increasing the likelihood that your ad will be clicked. T Traffic – Traffic is the number of new and returning visitors that visit your site for each channel such as paid search and organic search listings and how many pages each visitor users.