Glossary – Search Marketing

DigitalGroundUp’s Search Marketing Glossary

  • Account – Highest level of organization within Google AdWords and Microsoft AdCenter.
  • Account Budget – The amount of money to be spent across the entire account.
  • Ad – What appears when a user searches for your targeted terms
  • Ad Copy – The text of an ad
  • Ad Extensions – Additional Google feature allowing for additional information about your product or service to be displayed with the ad.
  • Ad Group – A group of keywords that all show a specific ad or set of ads.
  • Auto bid  – Letting Google set and change bids automatically, often by a set of criteria specified by the advertiser
  • Bid  (CPC) – How much the advertiser is willing to pay per click in an auction for a user to click on their ad.
  • Broad Match – A keyword match type; a word or phrase with no punctuation around it. Means search engine can show ads for anything search engine deems related to the keywords listed.
  • Budget Cap – The maximum amount of money an account can spend.
  • Call Tracking – When a phone number is included in an ad, usually through a phone ad extension, the tracking of how many calls that phone number receives. Often includes length of call, number of calls, date and time of call, and can sometimes record calls as well.
  • Campaign – Level of organization within Google AdWords and Microsoft AdCenter between an Account and an Ad Group. A group of Ad Groups. All under the same budget, language, and geotargeting settings.
  • Campaign Performance Report – A report showing how well a campaign is performing.
  • Carrier Targeting – Targeting users based on their cell phone carriers
  • Clicks – The number of times searchers click on an ad. Generally equivalent to amount of traffic to the page from an ad.
  • Click-to-Call – If a searcher clicks on a displayed phone number, it will automatically trigger a phone call to the advertiser.
  • Competitor Terms – Keywords containing the brand name and/or product names of competitors.
  • Conquesting – Attempting to gain a competitor’s traffic by running ads on competitor terms.
  • Content Network – Google and/or Bing’s network of publisher sites. Where image, video and text ads can show.
  • Conversions – The number of times a searcher takes the desired action on an advertiser’s web page after clicking on an ad.
  • Cost – How much the advertiser pays for their ads.
  • CPA – Cost Per Acquisition – The cost to acquire a new user or new customer. Cost/Conversions.
  • CPC – Cost Per Click – Cost charged to the advertiser each time a user clicks on an ad. Cost/Clicks
  • CTR – Click-Through-Rate – The percentage of users who click on an ad when it appears. Clicks/Impressions
  • Daily Budget – The maximum amount of money a campaign can spend in a day.
  • Destination URL – The URL searchers who click on an ad are sent to.
  • Devices – What kind of computers, phones and/or tablets Google or Bing can show an advertiser’s ad.
  • Display Network – Google and/or Bing’s network of publisher sites. Where image, video and text ads can show.
  • Display URL – The URL that appears under the ad when the ad appears on the search engine. Generally a vanity URL, and not the destination URL.
  • Exact Match – A keyword match type; a word or phrase encased in square brackets e.g. ([shoes]). Means Google or Bing can only show advertiser’s ads when user types in exact keyword or phrase in the brackets – no more, no less.
  • Geotargeting – Only showing ads in/to specific geographic regions; where an advertiser’s ads will be seen.
  • Headline – The first line of a search ad. Bolded. 25 Characters max.
  • High Volume – Keywords that are frequently searched on and receive a lot of search traffic.
  • Image Ad – Ad format containing an image (JPG, GIF, or PNG).
  • Impressions – How many times an ad appears, regardless of whether or not the searcher clicks on it.
  • Keyword – The word or phrase a searcher types in that will trigger the advertiser’s ad being shown.
  • Keyword Competition – A relative measurement of how many advertisers are also trying to advertise on/bid on a keyword. Often measured in “Low, Medium, High”
  • Keyword Insertion – An advanced AdWords feature that dynamically updates your ad text to include one of your keywords that matches a customer’s search terms.
  • KPI – Key Performance Indicator – the most important metric when determining an ad or campaign’s performance; varies depending on the advertiser and campaign goals.
  • Location Extensions – A type of ad extension that shows the address of a business when its ad shows.
  • Low Volume (keyword) – Keywords that are not searched frequently.
  • Match Types – A way to determine which searches trigger the advertiser’s ad to appear. Google’s match types (from broadest to most specific): broad, broad match modifier, phrase, exact)
  • Metro (geotargeting) –Targeting ads to an entire metropolitan area.
  • Mobile – Showing ads on mobile devices.
  • My Client Center (MCC) – Feature on Google AdWords that allows easy management of multiple accounts, as well as advanced reporting and budgeting options
  • Negative Keyword – Word or phrase that advertiser does not want contained in any queries which trigger the ad. Indicated by putting a “-“ before the keyword.
  • Network – The Internet real estate on which an ad appears.
  • Pacing – How fast a campaign or account budget is spent.
  • Partner Network – Networks that will show a search ad that are not Google or Bing.
  • Phone Extensions – An ad extension by which a phone number is displayed when an ad appears.  Often click-to-call.
  • Phrase Match – A keyword match type; a word or phrase surrounded by “”. Indicates that the word or phrase must be contained as written in any search query for which the ad is to show. “Shoes” means an ad can show up for a search for red shoes or shoes, but not heels.
  • Placement Report – A report in AdWords and AdCenter that shows which publisher sites an ad has appeared on and how it has performed on each.
  • Position – Where on the page an ad appears. AdWords indicates position from 1-20, with 1 being the highest. AdCenter indicates position from 0 – 20 with, 0 being the highest.
  • Positive Keyword – A word or phrase an advertiser wants to trigger their ad.
  • Product Extensions – An ad extension that displays a product image and details below an ad. Requires Google Merchant Center.
  • Quality Score – Google’s secret measure/score for the quality of an ad based on its likely relevance to the searcher and the searcher’s query.
  • ROI – Return on Investment – Revenue/Cost
  • Search Ad – An ad that is triggered when a user searches within a search engine.
  • Search Marketing – The art of search advertising.
  • Search Network – The particular universe of search engines where searches can trigger the appearance of an advertiser’s ad
  • Search Query – Search term typed in by searcher
  • Search Query Reports – A report provided by AdWords and AdCenter that shows that search terms have triggered the appearance of ads and how each term has performed.
  • Search Volume – The number of searches performed monthly on average for a particular term.
  • Targeting – Determines which searchers can see which ads. Criteria can include geography and device.
  • Text Ad – An ad format containing only text. At minimum, comprised of a headline, one to two lines of ad copy, a display URL and a destination URL.
  • Video Ad – An ad format consisting of a video file.
  • Zip Code (geotargeting) – Only showing ads to users in a particular zip code.