Before Running Google AdWords: 32 Glossary Terms You Need to Know

In a competitive market, it’s tough to be stable at a top ranking.  Google gives an opportunity to all small and big brands.

The AdWords tool helps advertisers to advertise their brand and get more relevant users on your website. Here as a best seo services, I am going to share few basic steps of Google AdWords, which will help you to boost your business on the Internet. As we know Google is the biggest search engine in the world, millions of users come on Google on a daily basis to search for things.

Here’s a short glossary of 32 Google AdWords terms you need to know, to get you started and increase your conversion rates with your paid campaigns.

Here we go.

1) Google Display Network

A collection of search partner websites and specific Google websites — including Google, Finance, Gmail, Blogger, and YouTube — that show AdWords ads.

Google Display Network

Image : Google Display Network

2) Google Search Network

A group of search-related websites where your ads can appear, including Google search sites and search sites that partner with Google to show ads.

Google Search Network

Image : Google Search Network

3) Keywords

Words/Terms that you select which will trigger your ad to appear.

4) Landing Page

The destination your ad brings a user who clicks on the ad to.

5) Ad Rank

The method Google uses to determine what position your ad will appear in during organic searches.

Equation: Max CPC x Quality Score = Ad Rank

An ad group contains one or more ads which target a shared set of keywords.

Ad Rank

Image : Ad Rank is Calculated

6) Impressions

Number of appearances you ad makes on a website, app, etc.

7) Quality Score

The score Google assigns to you ad based on the quality of your ads, website, and keywords.

Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

You can see your Quality Score (Quality Score is reported on a 1-10 scale and its components (expected click-through rate, ad relevance, and landing page experience) in your keywords’ “Status” column. The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher Quality Scores.

Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at auction time to determine Ad Rank.

Quality Score

Image : How Quality Score is calculated

9) Conversion Rate

It is mesaured as (Number of Conversions/Number of Clicks).

10) Disapproved Ads

An ad that cannot be run because it violates Google advertising policies.

11) Ad Delivery Options

Setting that determines how quickly your daily budget is used up. There are two options. To learn more see here

a) Standard Delivery:

Shows your ads throughout the entire day to make sure that you don’t spend your whole budget in the morning and cause your ads to stop showing for the rest of the day.

b) Accelerated Delivery:

Show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent.

Setting Up Google AdWords Terms

12) Campaign - An ad campaign on Google AdWords is made up of your ad groups, and has the same budget, campaign type and your other ad settings. It’s generally what you first set-up when you advertise, and it helps you organize your different paid advertising efforts. You can run multiple campaigns at any time from your Google account.

13) Ad groups - An ad group is your set of keywords, budgets and targeting methods for a particular objective, within the same campaign. For example, if you are running an ad campaign for a shoe sale, you could set up ad groups to target for online sales, women’s shoes and men’s shoes. You can have multiple ads in each ad group.

Each of your campaigns is made up of one or more ad groups.

Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer. To learn more see here .Ad groups

Image : Structure of AdWords Account’s- campaign, ad group, ads and keywords in it.

14) Campaign Type - Your campaign type is where you want your ads to be seen. Google has:

a) Search Network only: (which means Google search only)

b) Display Network only: (which means your ad shows up in Google’s Display network of websites, videos, YouTube, Blogger and more. This is also known as AdSense)

c) Search Network with Display Select: (which is a combo of search and display)

d) If you have a Google Merchant Center account and want to use Product Listing Ads, you can also choose “Shopping” as a campaign type.

Four Campaign type

Image : Four Campaign type

16) Mobile ad – Mobile ads are what your mobile searchers see on their devices. Google AdWords has WAP mobile ads and “ads for high-end mobile devices”.

17) Ad extensions - Ad extensions are extra information about your business, such as your local address, phone number, and even coupons or additional webpage links. They’re what shows up in blue below your ad descriptions.

When you set up location extensions with your ads, you make it easier for your customers to call, visit your business or identify where your business is located.

You can set up location extensions depending on your current account set-up and access. You can remove location extensions at any time.

ad extention

Image : Ads Extensions

General Adwords Terms

18) Call to Action (CTA) - A CTA is literally the action you want your searcher to take. Good CTAs in your ads are short, action oriented words such as “Buy”, “Get”, “Act Now”, etc.

19) Click Through Rate (CTR) - Your CTR is an important metric in your account settings. It measures how many people who have seen your ad click through to your link destination.

20) Landing Page - Your landing page is the page on your website to which you’re driving traffic from your ad.

21) Optimization - Optimization in Google AdWords is like optimization elsewhere in marketing. It means making the changes in your ad that get you higher results for your objectives.

22) Split Testing - Split testing includes A/B and multivariate testing. It’s a method of controlled marketing experiments with the goal being to improve your objective results (such as higher CTR’s, increased conversion or even better Ad Ranking).

You can set up the split A/B testing through Adwords account. Adwords offers A/B Testing for both Landing page as well as Ad Copy.

ab split testing

Image : A/B Split Testing

How to set up the split testing..

a)Test For Landing page:

Write Two similar test adcopy (should be similar for landing page split testing) in same ad group (ad group is same so you don’t need two sets of keyword) and use two different Landing page.

Then go to the campaigns setting and change the ad rotation setting and select “Rotate evenly: Show ads more evenly for at least 90 days, then optimise”.

b)Test For Ad Copy:

You can write two different ad copy with similar landing page and change the Ad rotation setting as i have mentioned in the previous case.Than analyse your ad copy.

So this the way we do an A/B split testing.

23) Ad rotation settings:

Ad rotation is the way we deliver your ads on both the Search Network and the Display Network. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time. Use the ad rotation setting to specify how often you’d like the ads in your ad group to be served relative to one another. To learn more see here .

You have four options for ad rotation:

  1. Optimize for clicks (default)

  2. Optimize for conversions

  3. Rotate evenly

  4. Rotate indefinitely

Four types of Ads Rotation

Image : Four types of Ads Rotation

24) Frequency capping

Use frequency capping to help control the maximum number of times that you’d like each person to see your ad on the Display Network.

Frequency is the average number of times a unique user sees your ad in a position of “1” over a given time period.

When you turn on frequency capping for a campaign, you set a limit for the number of impressions you will allow an individual user to have per day, per week, or per month. You also choose whether the limit applies to each ad, ad group, or campaign.

Only impressions that were viewable count towards frequency caps. An ad is counted as viewable when 50% or more of the ad shows for (one second or longer for display ads) and (two seconds or longer for video ads.)

Four types of Ads Rotation

Image : Frequency Capping

Cost Related Adwords Terms

25) Bid Strategy - Your bid strategy is basically how you set your bid type to pay for viewer interaction with your ads.

google automated bid strategy

Image : Bidding Strategy types

26) Daily budget – Your daily budget is what you’re willing to spend per day per ad. Your daily cost is based on a daily average per month, so don’t be alarmed if yours varies from day to day.

27) Billing Threshold - Your billing threshold is the level of spending that triggers a charge to you for the ad costs. It applies to automatic payments, and the threshold level starts at $50. It you reach that within 30 days, you’ll be billed, and your threshold then raises to $100 and so on.

Ad Creative Terms

28) Headline – Your ad headline is the header of your ad copy. It generally shows up in blue when your ad is live.

29) Destination URL - Your destination URL is the landing page your ad is directed to when it’s clicked. Your destination site can be a specific page. You can change it for differing ads within ad groups. Your audience does not see it in the ad.

30) Display URL - Your display URL is what shows up in your ad copy. You can keep this simple and clean to increase your brand recognition, trust, and conversions.

31) Side ad - A side ad is the ad that show up on the right hand side of a search engine results page (SERP).

32) Top ad – A top ad is the ad that shows up in a shaded box above the organic search results. Note: Your ad will likely show up as both a side ad and a top ad – so write your ad copy to optimize for both.

This all 32 main terms must be known before you run a Google AdWords campaign.

If you come across any such doubts ahead, you can ask our digital marketing experts who provide  top seo services  and will surely help you to rank your keywords in inorganic traffic of Google AdWords.

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