Google AdWords: Terms to Know - dummies

By Howie Jacobson, Joel McDonald, Kristie McDonald

Part of Google AdWords For Dummies Cheat Sheet

Google AdWords is rich in jargon and insider language. You may find that it’s helpful to have a ready list of common AdWords terms at your fingertips.

  • ad position: The placement of an ad on the Google search results pages. Position #1 is at the top of the first page.

  • bid price: The maximum amount of money an advertiser is willing to pay for a click from a given keyword.

  • call to action: Directions within an ad or a web page for the reader to take an action.

  • Campaign cloning: A process we developed for the purpose of testing under controlled circumstances that yield the highest odds of success before cloning those testing efforts into more speculative areas of AdWords.

  • conversion: A desirable action by a website visitor, including joining a mailing list, buying a product, calling a phone number, or downloading a file.

  • CPC (cost per click): The amount an advertiser is charged for a single click. Different keywords cost different amounts, depending on competition.

  • CTR (click-through rate): The number of clicks an ad receives divided by the number of impressions. The higher the CTR, the more effective Google considers the ad.

  • Display network: Websites, forums, or blogs that aren’t owned by Google, but have Google AdWords ads (also known as Adsense ads) on them.

  • impression: The display of an ad on a web page.

  • Interruption Marketing: A term we refer to when discussing the Display network and the fact that someone wasn’t actually looking for a solution to a problem, but might be reading about something related to the problem or solution that is being advertised.

  • landing page: The first webpage shown after an ad is clicked. The page is constructed to appeal to the same desire as the ad.

  • Permission Marketing: A term we regularly refer to when discussing the Search network, and the fact that someone is actively searching for a solution to a problem.

  • PPC (pay per click): The advertising model that charges advertisers only when their specific ads are clicked.

  • split test: Test that divides online traffic randomly between two or more creative approaches (ad, website, e-mail, and so on) and measures which one generates more conversions.

  • Search network: The online network people go to when searching for a solution to a problem they’re having.

  • traffic: The number of visitors to your website.

  • visitor value: How much money, on average, a single visitor to your website is worth.