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Google Grants: Glossary of Related Terms
Search Engine
Marketing (SEM)
Paid Search Advertising
A form of internet marketing that promotes Web sites by increasing their
visibility in search engine results pages through the use of search engine
optimization, pay-per-click, banner, contextual advertising, and paid
inclusions.
Cost of advertising based on the number of clicks received.
Keyword
Specific word(s) entered into a search engine by the user that result(s) in a
list of Web sites related to the key word. Keywords can be purchased by
advertisers in order to embed ads linking to the advertiser's site within
search results
Keyword Phrase
Geo-targeting
Two or more keywords relating to a specific topic.
Displaying (or preventing the display of) content based on automated or
assumed knowledge of an end user‘s position in the real world. Relevant to
both PC and mobile data services.
contains one or more ads which target a set of keywords, placements, or
both. You set a bid, or price, to be used when your ad is triggered by the
keywords or placements in the ad group. This is called a cost per click
(CPC) or cost per thousand impressions (CPM) bid. You may also set prices
for individual keywords or placements within the ad group.
The unique identifying address of any particular page on the Web. It
contains all the information required to locate a resource, including its
protocol, servers domain name, file path and format.
amount search engines charge advertisers for every click that sends a
searcher to the advertiser’s web site. For an advertiser, CPC is the total cost
for each click-through received when its ad is clicked on.
Ratio of ad clicks to ad impressions.
Ad Group
URL (Uniform Resourse
Locator)
CPC (Cost Per Click) -
Pay-per-Click (PPC)
Campaign
Campaign Integration
used to give structure to the products or services you want to advertise.
The ads in a given campaign share the same daily budget, language and
location targeting, end dates, and syndication options
Planning and executing a paid search campaign concurrently with other
marketing initiatives, online or offline, or both. More than simply launching
simultaneous campaigns, true paid search integration takes all marketing
initiatives into consideration prior to launch, such as consistent messaging
and image, driving offline conversions, supporting brand awareness,
increasing response rates and contributing to ROI business goals.
Click rate
Metric which measures the reaction of a user to an Internet ad. There are
three types of clicks: click-throughs; in-unit clicks; and mouseovers.
Ad
Advertisements a searcher sees after submitting a query in a search engine
or web site search box. In PPC, these ads are usually text format, with a
Title, Description and Display URL. In some cases, a keyword the searcher
used in his or her query appears boldfaced in the displayed ad.
The main text of a clickable search or context-served ad. It usually makes
up the second and third lines of a displayed ad, between the Ad Title and
the Display URL
a non-profit trade association devoted exclusively to maximizing the use
and effectiveness of interactive advertising and marketing. See iab.net for
more information.
Ad Copy
Interactive Advertising
Bureau (IAB)
Contextual Advertising
Display URL
Landing Page
Quality Score
User
Viewer
Visit
Google AdWords
Impressions
Daily Budget
Relevance
Optimization
“Bid” Column
Advertising that is automatically served or placed on a web page based on
the page’s content, keywords and phrases. Contrast to a SERP (search
engine result page) ad display. For example, contextual ads for digital
cameras would be shown on a page with an article about photography, not
because the user entered “digital cameras” in a search box.
The web page URL that one actually sees in a PPC text ad. Display URL
usually appears as the last line in the ad; it may be a simplified path for the
longer actual URL, which is not visible.
The web page at which a searcher arrives after clicking on an ad. When
creating a PPC ad, the advertiser displays a URL (and specifies the exact
page URL in the code) on which the searcher will land after clicking on an
ad in the SERP.
for Google and the Search Network is a dynamic metric assigned to each of
your keywords. It's calculated using a variety of factors and measures how
relevant your keyword is to your ad group and to a user's search query.
The higher a keyword's Quality Score, the lower its cost-per-clicks (CPCs)
and the better its ad position
Any individual with access to the World Wide Web
Person viewing content or ads on the Web. There is currently no way
measure viewers.
Single continuous set of activity attributable to a cookied browser or user
resulting in one or more test or graphics downloads from a site.
Google's advertising program based on cost-per-click pricing.
the number of times an ad is displayed on Google or on sites or products in
the Google Network.
the amount that you're willing to spend on a specific AdWords campaign
each day.
refers to the usefulness of information to a user (such as an ad, keyword,
or landing page). Relevance, or the quality of an ad, is reflected by a
keyword's Quality Score.
the process of modifying your ad campaigns to improve the quality and
performance of your AdWords ads.
On the Ad groups tab, the Bid column shows your ad group default bid. If
you've chosen different bids for individual keywords or placements, you can
view those amounts on the Keywords and Networks tabs