Google Advertising Terms

If you're trying to build your business through Google, there are a few advertising terms you need to become familiar with so you know what you're buying and what to expect.

• Ad format: Any of several display types used by AdSense publishers when syndicating AdWords ads.

• AdSense channel: A reporting group that isolates the data of certain sites, pages, or ad units.

• AdSense code: The Javascript code that, when pasted into an HTML document (a web page), delivers AdWords ads to an AdSense publisher's site.

• Ad unit: One display box of AdWords ads on an AdSense publisher's site. Ad units contain one, two, four, or five ads.

• CPC (cost-per-click): A type of advertising, and a statistic reported to AdWords advertisers. Google AdWords is a CPC system.

• Call to action: A declarative line of ad text exhorting a viewer to take some action, usually clicking the ad.

• CTR (clickthrough rate): A percentage measurement of the number of clicks an ad receives divided by the number of times the ad is displayed.

• Control Center: The administrative screens of an AdWords account.

• Content network: The network of websites operated by AdSense publishers who agree to display Google advertising for a share of clickthrough revenue.

• Conversion: A desirable action on a professional website, such as buying a product or signing up for a newsletter.

• Creative: The text of an AdWords ad.

• Geo-targeting: The placement of AdWords ads on search pages accessed by people residing only in countries or certain regions of the United States chosen by the advertiser.

• Impression: An ad display.

• Landing page: A page designed to receive visitors who have clicked through an AdWords ad. The page is usually optimized to encourage a conversion.

• PPC (pay-per-click): A type of online advertising. PPC is the same as CPC.

Web Design & Development Glossary

AJAX

asynchronous JavaScript and XML. A technique used in web page development.

Web Design & Development Glossary

API

application programming interface. A set of rules programs use to communicate with each other.

Web Design & Development Glossary

color stop

A special element that indicates a color to be added to a gradient.

Web Design & Development Glossary

FTP

File Transfer Protocol. A network protocol useful for transferring files in a client-server relationship.

Web Design & Development Glossary

HTML

HyperText Markup Language. The predominant language for building web pages.

Web Design & Development Glossary

HTTP

HyperText Transfer Protocol. The primary networking language for the Internet.

Web Design & Development Glossary

PHP

PHP Hypertext Processor. A scripting language that works well within HTML.

Web Design & Development Glossary

socket

A technology that allows remote computers to maintain a persistent connection in order to communicate with each other.

Web Design & Development Glossary

sprite

An graphic object on a web page that will be manipulated in real time.

Web Design & Development Glossary

SQL

Structured Query Language. A programming language useful in managing relational databases.

Web Design & Development Glossary

stateless protocol

An Internet procedure that completely breaks the connection between the client and the server after a transaction, meaning that the next transaction will require an entirely new connection.

Web Design & Development Glossary

Telnet

A network protocol useful in interactive, text-oriented communications.

Web Design & Development Glossary

W3C

World Wide Web Consortium. The organization that sets international standards for the World Wide Web.