Jargon

A type of ad campaign that only shows on mobile and allows users to call the business by tapping the ad. Unlike call extensions on

An ad extension that lets advertisers add phone numbers which can significantly increase clickthrough rates. Call extensions are tap to call on mobile, which greatly

A keyword match type that will trigger an ad whenever someone searches for the phrase, similar phrase, close variation, or other relevant variations. The broad

A bounce is when a user only sees one page before leaving. Often measured as the bounce rate, a high bounce rate can mean a

On most PPC networks, there are different bidding types advertisers can use depending on their goals. The most common bidding types are a focus on

Similar to bid management, bid optimization involves getting the most clicks for the lowest cost. This can involve bid adjustment, landing page optimization, and ad

Advertisers can get the most out of their advertising budget by optimizing their bids through ad scheduling, bid adjustments and keyword grouping.

How much an advertiser is willing to pay for a click on their ad. Many PPC networks offer different bidding strategies such as a focus

An acronym for business to consumer which is often used in the digital marketing space when describing businesses that primarily sell to individuals.

An acronym for business to business which is often used in the digital marketing space when describing businesses who primarily sell to other businesses.

A feature found in many PPC networks that allows the network to automatically select the platform and position of an ad to meet certain performance

A feature found in many PPC networks that allows the network to automatically adjust bidding on keywords in order to meet certain performance goals e.g.

A feature that automatically adds a tracking parameter called the GCLID to Google ads URLs in order to help report on ad performance within Google

Also called the target audience, these are the people advertisers target with their ads. There are many audience targeting options including demographics, interests, remarketing, life

A simple Google Ads interface aimed at new advertisers with zero PPC experience. The heavy use of automation and AI means this type of campaign

Now known as the Google Ads Editor, this downloadable application allows advertisers to manage their Google Ads campaigns offline and offers many bulk editing features

An application programming interface (API) used by developers to create third-party applications for Google Ads. The AdWords API will be replaced with the new Google

The original name for Google’s pay per click advertising network. As of July 24th 2018, Google rebranded its network to Google Ads. The names are

Google’s publishing network which allows third parties to publish advertisements on their website in exchange for ad revenue. Ads can be run on these websites

A setting in many PPC networks which allows advertisers to run ads during specific times and days of the week. This setting allows advertisers to

A keyword status that measures how closely related a keyword is to an ad. The three statuses are below average, average, and above average. Having

Not to be confused with Ad Position, Ad Rank is a value that’s used to determine in what position an ad will show based on

A metric that tells advertisers the position in which an ad appears on a page in relation to other ads, with position one being the

Found in ad campaigns, ad groups are used to keep campaigns organized and contain a set of related keywords. Each ad campaign contains at least

Google Ads features that show extra business information on an ad, such as their address, phone number, shop rating or webpage links. These additional pieces

A setting in various PPC networks which determines how fast or slow ads are shown to users. The default setting in Google Ads is standard,

An advertising campaign with a PPC network that contains advertisements that share the same theme or goal. For example, a set of advertisements that focus

The testing of two different landing pages (landing page A and landing page B) to determine which converts better. Changes are usually anything from different