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When it comes to search engine marketing, the world is dark and full of terrors. We may still be hungover after the last night episode of “Game of Throne” but there is no denying the fact that Google AdWords terminologies can be full of jargons and unfamiliar territory. In fact, conversing with your SEM specialist may seem like a conversation in totally different languages. But SEM is of course a necessary commodity, after all, it is the avenue to the visibility in the online jungle. And exactly like how knowledge is the power when it comes to unfamiliar territory, here too, knowing the terminologies will serve you good.

Google is probably the mecca of search engines. It also offers the platform to run ads on it which is called as Google AdWords. Running ads on Google AdWords can bring you truckloads of leads if done with proper planning. But it is also a very treacherous trail as one mistake or the usage of a wrong keyword selection can result in the loss of lot of money.

Whether you are an agency, running ads for your clients or looking to hire an agency to run AdWords campaigns for you, there are some terms which everyone must know to get the maximum out from AdWords.

Check out the most common Google AdWords Terminologies below:

Ad Extensions: It’s a type of ad format which shows extra information with the ad about the business. It helps in improved visibility and better ROI (Return on Investment).

Types of Ad Extensions:

1. Manual Extension – Well, manual extension is a way to give the extra information manually. Here are some manual ad extensions:

  • App extensions
  • Call extensions
  • Location extensions
  • Review extensions
  • Sitelink extensions
  • Callout extensions

2. Automated Extension – These ad extensions are pulled automatically, thus called as automated extension. Here are some of the automated ad extensions:

  • Consumer ratings
  • Previous visits
  • Dynamic structured snippets
  • Seller ratings

Ad Group: An ad group contains of one or more ads which target a shared set of keywords. Campaigns are made up of one or more ad groups.

Ad Placement: We can define some sites where the ads will appear in Google Display Network.

Ad Position: The position on which our Ad appears, on the search page is called as Ad Position.

Broad Match: This modifier allows our ad to trigger for the same keywords.

Budget: The total amount of money which we want to spent for our advertisement.

Campaign: A campaign consists of different ad groups.

Click through Rate (CTR): It is the ratio of the number of people clicked on your ad to the number of people who have seen your ad (impression). It is used to determine how well your ads are performing.

Conversion Rate: It is the ratio of total number of conversions (goals achieved) to the total number of clicks you get.

Conversions: When the goals which we have decided are achieved, then conversions take place.

Converted Clicks: It is number of click which have resulted in the completion of our goals.

Cost/Conversion: It is the total amount of money to get the desired conversion.

Cost Per Action (CPA): It is an online advertising paying model where the advertiser has to pay for the set of action selected such as an impression, click or form submit etc.

Cost Per Click (CPC): It is the amount of money which the advertiser has to pay once the ad is clicked.

Cost Per Thousand Impressions (CPM): It is the amount of money which the advertiser has to pay when the ad receives thousand impressions.

Daily Budget: It is the total amount of money which advertiser wants to spend on a daily basis for a campaign.

Destination URL: It is the URL which visitor goes once s/he has clicked on the ad.

Display Ad: Display ads are the ads which appear in Google Display Network. They can be text as well as image ads.

Display URL:  It is the URL which appear in ad. Google shows up to 35 characters in display URL and 20 characters for WAP mobile ads.

Exact Match: It is a type of keyword match. Our ad would appear only when the search query and the keyword which we have set for the ad to appear are exactly same.

Google Display Network: Google Display Network allows to display ads on variety of google related websites and blogs.

Google Search Network: It comprises of the text ads which appear on Google Search page and other relevant sites corresponding to that keyword.

Image Ads: Ads with images are called as image ads.

Impression: The total number of times our ad appears is called as impression.

Keyword: Set of words for which we want out ad to appear.

Keyword Matching Options: This helps us to have control on our ads i.e. it gives us the flexibility to decide for which set of queries our ads will appear.

It is of the following types:

  • Broad match
  • Broad match modifier
  • Phrase match
  • Exact match
  • Negative match

Landing Page: The next page which appears after clicking on the ad is called as the landing page.

Managed Placements: It is basically the website targeting in disply. Advertiser has got full control on which sites they want to show their display ads.

Quality Score: It is used to determine cost per click. There are a number of factors on which quality score is based.

Remarketing: It is a feature in AdWords that enables advertisers to reconnect with people who have previously visited their website by showing them relevant ads as they browse other websites or search on Google. The goal of remarketing is to encourage visitors who left your website to return to your site and complete a desired action.

Targeting Method: It is the method that we use to match our ads with places where we want our ad to appear.

Text Ad: It is the standard format of Ad. It consists of title, description and a link.

These are but a few AdWords terms that you as an online marketer should know regardless of whether you’re using Google Advertising or not! Keep your eyes peeled on our blog section for more such riveting SEO blogs.

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