AdWords Holiday Party Tips

//AdWords Holiday Party Tips

AdWords Holiday Party Tips

So the alphabet gods of above, have awarded you with an invitation to the Annual AdWords holiday bash, however, you have one problem, you don’t speak “Adwordian”, heck you know more Klingon words than you do AdWords.

Never fear here is your simple cheat sheet to help you  Sheldon Cooper your way through the evening!




AdWords Google AdWords is Google’s online advertising program. Through AdWords, online ads can be created to reach people exactly when they’re interested in the products and services made available by an advertiser.
Keywords Words or phrases relevant to an advertiser’s products and services, which are used to show their ads when customers search for those terms or visit relevant websites.
Ad group An ad group contains one or more ads which target a shared set of keywords.
Campaign A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that an advertiser has to offer.
Click When someone clicks on an advertiser’s ad.
Impressions How often an advertiser’s ad is shown. An impression is counted each time an advertiser’s ad is shown on a search result page or other site on the Google Network.
Landing page The webpage where people end up after they click an advertiser’s ad.
Cost-per-click (CPC) The measurement of cost on a per-click basis for each ad.
Quality Score An estimate of the quality of an advertiser’s ads, keywords, and landing page. Higher quality ads can lead to lower prices and better ad positions.The components of Quality Score (expected Clickthrough rate, ad relevance, and landing page experience)


The number of clicks that an advertiser’s ad receives divided by the number of times the advertiser’s ad is shown expressed as a percentage (clicks ÷ impressions = CTR).

For example, 5 clicks over 1000 impressions = 0.5%.

Ad position The order in which a advertiser’s ad appears on a page in relation to other ads. An ad position of “1” means that an ad is the first ad on a page. (Determined by Ad Rank)
Search Network A group of search-related websites where an advertiser’s ads can appear. The Search Network includes Google Search, other Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites (like AOL) that show AdWords ads matched to search results.
Display Network A collection of Google websites (like Google Finance, Gmail, Blogger, and YouTube), partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page.
Ad Rank Ad Rank is calculated using the advertiser’s bid amount, the components of Quality Score (expected Clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.
Ad relevance A keyword status that measures how closely related an advertiser’s keyword is to their ads.
Landing page experience A measure that Google uses to estimate how relevant and useful an advertiser’s website’s landing page will be to people who click on their ad. Landing pages with higher ratings are usually well organized and have text that relates to a person’s search terms.
Keyword matching options Settings for each keyword that help control how closely the keyword needs to match a person’s search term in order to trigger an advertiser’s ad.

Each keyword uses a matching option to help control which searches should trigger their ad to show.

The matching options are:

Broad match

Broad match modifier

Phrase match

Exact match

Negative match


Cost-per-thousand impressions (CPM) Stands for cost-per-thousand impressions, the cost an advertiser pays for each set of a 1000 views of their ad.
Placement Locations on the Display Network where an advertiser’s ad can appear. Examples include relevant websites and apps that partner with Google to show ads.


Auction The process that happens with each Google search to decide which ads will appear for that specific search and in which order those ads will show on the page.


Text ad The standard type of AdWords ad. A text ad includes a link to the advertiser’s website and a description or promotion of their product or service.


QISmaS DatIvjaj ‘ej DIS chu’ DatIvjaj
   (Season’s greetings in Klingon)

Hoping this helps empower your way through an eggnog enriched extravaganza of adwordian awesomeness!


About the Author:

Darryl Robinson-Keys is an SEO Consultant working in Toronto who also provides PPC, SEM and Google Analytics expertise.

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