Adwords Jargon Busting

23 Jun

Dee Jardine

If we are going to go into some detail on about Adwords over the next few weeks then we should probably make sure you know what we’re talking about! We apologise in advance if we insult your intelligence with some of these.

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Here’s a list of common Adwords terminology those in online advertising bat about.

Ad Group – a section with in your campaign specific to a product or service which you can group into related keywords and tailored Ads.

Keywords – words or phrases that people search for online. Select the keywords you would like your Ads to show for and build your Ads around your keywords.

Search Network – made up of Ads that appear alongside Google’s and Google partner’s (aol etc) search results. Ads in this network are text only.

Display Network – made up of Ads that appear on Google partner’s websites and apps. These Ads can be in video, image or text format.

Maximum CPC (Cost Per Click)/Bid – the most you are willing to pay for a click on your advertisement from a specific keyword.

Average CPC – the average cost of a click on your advertisement. This is often less than the maximum CPC you set due to you quality score and maximum CPC your competitors have set for the same keyword.

Impressions – the number of times your Ad appears in search results or on a placement on the display network.

CTR (Click Through Rate) – the percentage of impressions that result in clicks to your website. Anything over 1% is generally considered good. CTR = (clicks/impressions)

Bounce Rate – the percentage that users click on your Advertisement and click straight off the page without navigating the website any further to view more pages or complete a transaction.

Quality Score – Quality score is determined every time your Ad is eligible to appear in search results. It is based on an estimate of how relevant your Ads are to a users search, depending on your landing page, keywords and the Ad itself. Factors such as a higher bounce rate will lower your quality score as it indicates that the Ads did not meet the searchers needs.

Rank/Average position – The position in which your Ads appear in search results. If your average position is 1.5 your Ads typically show in the first or second Ad listing. Your Ad rank is determined by your quality score times by the amount you are will to pay per click and compared to others bidding on the same keyword.


One Response to “Adwords Jargon Busting”


  1. Stop wasting money. Use these keyword research tips. | Digital Marketing NI Blog - July 1, 2014

    […] If you aren’t sure what we mean by any of the below check out our previous Adword’s blogs, Getting started with Adwords and Adword’s jargon busting. […]

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