||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.
||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.
||An ad group contains one or more ads which target a shared set of keywords.
||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.
||When someone clicks on an advertiser’s ad.
||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.
||The webpage where people end up after they click an advertiser’s ad.
||The measurement of cost on a per-click basis for each ad.
||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%.
||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)
||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.
||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 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.
||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 modifier
|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.
||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.
||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.
||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.