Jargon
Special words & expressions used in our profession.
  • Marketing
  • Websites
  • Analytics
  • Production

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 content and text to different buttons.

Ab Testing

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 on driving traffic to a landing page.

Ad Campaigns 1

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, which optimizes the budget by spending it throughout the day at a constant rate.

Ad Delivery 1

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 of information helps increase the ad’s clickthrough rate.

Ad Extensions 1

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 one ad group but can have multiple.

Ad Group 1

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 highest possible.

Ad Position 1

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 the bid amount and quality score metrics.

Ad Rank 1

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 average or above-average means there are no major problems with ad relevance.

Ad Relevance 1

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 increase or decrease bids for specific days and times.

Ad Schedule 1

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 using a display network campaign.

Adsense 1

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 still used interchangeably today.

Adwords 1

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 Ads API in the future.

Adwords Api 1

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 and options.

Adwords Editor 1

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 is much faster to set up.

Adwords Express 1

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 events and similar audiences.

Audience 1

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 Analytics.

Auto Tagging 1

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. increase traffic, conversions, visibility.

Auto Bidding 1

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 goals e.g. increase traffic, conversions, visibility.

Auto Placements 1

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

B2B 1

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

B2C 1

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 on clicks, impressions, conversions or views.

Bid 1

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

Bid Management 1

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 scheduling to lower the cost per click.

Bid Optimization 1

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 clicks, impressions or conversions.

Bidding Types 1

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 landing page has problems with ad relevance, speed, or call to action.

Bounce 2

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 match type is displayed with a + in front of the keyword.

Broad Match 1

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 increases engagement.

Call Extensions 1

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 search ads, call-only campaigns have no landing page and are only on mobile devices.

Call Only Campaign 1

Callouts are additional information that help promote unique offers on text ads with two to six showing per ad. These are usually used to emphasize offers such as free shipping and 24/7 support.

Callout Extension 1

A conversion can be viewed as a goal completion depending on the pay per click strategy. Sometimes a conversion is a sale, sometimes it’s an account registration, depending on the strategy’s goal.

Conversions 1

The total number of conversions per ad interactions displayed as a percentage. Conversion rates are calculated by taking the number of conversions and dividing by the number of ad interactions.

Conversion Rate 1

Sometimes called cost per acquisition, cost per action is the amount an advertiser is charged per conversion. It is calculated by dividing the total cost of conversions by the total number of conversions.

Cpa 1

Cost per click is the amount an advertiser pays for every click on their advert. Commonly found on PPC networks such as Google Ads and Facebook Ads.

Cpc 1

The same as CPA (cost per action). The term cost per lead is used when a PPC campaign is focusing on registrations or email sign-ups as conversion goals.

Cpl 1

A metric that measures ads per 1,000 impressions. Often used as a bidding strategy on ad networks that allow users to pay per thousand impressions instead of for every click.

Cpm 1

How much an advertiser pays for a view of their ad. Often used for video ads on YouTube with a view being anyone who watches 30 seconds of the video or the entire ad.

Cpv 1

A percentage showing how often users click an ad. A higher clickthrough rate is better as it shows an ad is getting more clicks based on the same number of impressions.

Ctr 1

A monetary metric that shows how much a conversion is worth to a business. Knowing this metric allows advertisers to set CPA and CPL targets to ensure PPC campaigns profitable.