1. Campaign - An ad campaign on Google Ads is made up of
your ad groups, and has the same budget, campaign type and your other ad
settings. It’s generally what you first set-up when you advertise, and it helps
you organize your different paid advertising efforts. You can run multiple
campaigns at any time from your Google account.
2. Ad groups - An ad group is your set of keywords,
budgets and targeting methods for a particular objective, within the same
campaign. For example, if you are running an ad campaign for a shoe sale, you
could set up ad groups to target for online sales, women’s shoes and men’s shoes.
You can have multiple ads in each ad group.
3. Campaign Type - Your campaign type is where you want your
ads to be seen. Google has:
- “Search Network only” (which
means Google search only)
- “Display Network only”
(which means your ad shows up in Google’s Display network of websites,
videos, YouTube, Blogger and more. This is also known as AdSense)
- “Search Network with Display
Select” (which is a combo of search and display)
4. Keywords - Keywords are very important in your Google
Ads. They are the words or word phrases you choose for your ads, and will help
to determine where and when your ad will appear. When choosing your keywords,
think like your customer and what they would be searching for when they want
your product, service or offer.
5. Quality Score - A quality score is the measurement from
Google based on the relevancy of your ad headline, description, keywords and
destination URL to your potential customer seeing your ad. A higher Quality
Score can get you better ad placement and lower costs.
6. Impressions - An impression is the measurement of how
many times your ad is shown.
7. Ad Rank - Your Ad Rank is the value that’s used to
determine where your ad shows up on a page. It’s based on your Quality Score
and your bid amount.
8. Ad extensions - Ad extensions are extra information about
your business, such as your local address, phone number, and even coupons or
additional websites. They’re what shows up in blue below your ad descriptions.
9. Call to Action
(CTA) - A CTA is literally the
action you want your searcher to take. Good CTAs in your ads are short, action
oriented words such as “Buy”, “Get”, “Act Now”, etc.
10. Click Through
Rate (CTR) - Your CTR is an
important metric in your account settings. It measures how many people who have
seen your ad click through to your link destination.
11. Landing Page - Your landing page is the page on
your website to which you’re driving traffic from your ad.
12. Optimization - Optimization in Google Ads is
like optimization elsewhere in marketing. It means making the changes in your
ad that get you higher results for your objectives.
13. Bid Strategy - Your bid strategy is basically how you set
your bid type to pay for viewer interaction with your ads.
14. CPC - Cost-Per-Click is the most common bid type
on Google Ads. It means you pay every time a person actually clicks on
your ad.
15. PPC - Pay-Per-Click is the same as CPC.
16. CPM - Cost-Per-thousand impressions is a bidding
method that bases your costs on how many times your ads are shown
(impressions).
17. Headline - Your ad headline is the header of your ad
copy. It generally shows up in blue when your ad is live.
18. Destination
URL - Your destination URL is the landing page
your ad is directed to when it’s clicked. Your destination site can be a
specific page. You can change it for differing ads within ad groups. Your
audience does not see it in the ad.
19. Display URL - Your display URL is what shows up in your
ad copy. You can keep this simple and clean to increase your brand recognition,
trust, and conversions.
20. Remarketing - It is a way to connect with people who previously
interacted with your website or mobile app.
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