BASIC ADWORDS TERMS

-By-

M.Janaradhan

SEM/PPC Expert

ADWORDS

Google's online advertising program. Through

AdWords, you can create online ads to reach

people exactly when they're interested in the

products and services that you offer.

Google AdWords is a product that you can use to

promote your business

(Text Ad, Settings, Bid, Budget)

AdWords accounts are managed online

There's no minimum spending commitment, and you set

and control your own budget.

CAMPAIGN

A set of ad groups (ads, keywords, and bids) that

share a budget, location targeting, and other

settings. Your AdWords account can have one or

many ad campaigns running.

Each campaign consists of one or more ad groups, a

budget, language and location settings, distribution

settings for the Google Network, and other settings.

Campaigns are often used to organize categories of

products or services that you offer.

DAILY BUDGET

An amount that you set for each ad campaign to

specify how much, on average, you'd like to spend

each day.

You set an average daily budget for each AdWords

campaign, and then the system will aim to show your

ads as much as possible until your budget is met

When your budget is reached, your ads will typically

stop showing for that day

It's possible that you'll be charged less or sometimes

slightly more than your average daily budget amount on

a given day.

you can receive up to 20% more in costs than your daily

budget.

AD GROUP

A set of keywords, ads, and bids that is a key part

of how your account is organized. Each ad

campaign is made up of one or more ad groups

An ad group consists of one or more

ads, keywords, placements, or other targeting methods.

You also set a default bid for each ad group

We recommend that you create a separate ad group for

each theme such as for each product you offer (like

wedding catering and party catering)

KEYWORDS

Words or phrases describing your product or

service that you choose to help determine when

and where your ad can appear.

The keywords you choose are used to show your ads to

people

When someone searches on Google, your ad could be

eligible to appear based on the similarity of your

keywords to the person's search terms.

A great keyword list can help improve the performance

of your ads and help you to avoid higher prices

You can add match types to your keywords to help

control which searches your ad can be matched with.

GOOGLE BIDDING OPTIONS

CPC (Cost Per Click)

CPM (Cost Per Mille)/(Cost per thousand imp.)

MAXIMUM CPC BID

A bid that you set to determine the highest amount

that you're willing to pay for a click on your ad.

If someone clicks your ad, that click won't cost you more

than the maximum cost-per-click bid (or "max CPC")

that you set.

You'll choose between manual bidding (you choose

your bid amounts) and automatic bidding (Google

chooses bids amount within your budget).

MAXIMUM CPM BID

A bid that you set to determine the highest amount

that you're willing to pay for 1,000 impressions

(times your ads are shown).

CPM stands for cost-per-thousand impressions, so you

pay for each set of a thousand showings of your ad

rather than paying for the number of clicks that you

receive.

CPM bidding is best suited for advertisers who are

focused on brand awareness rather than sales or

website traffic.

AVERAGE COST-PER-CLICK (AVG. CPC)

The average amount that you've been charged for a

click on your ad. Average CPC is calculated by

dividing the total cost of your clicks by the total

number of clicks.

For example, if your ad receives two clicks, one costing

$0.20 and one costing $0.40, your average CPC for

those clicks is $0.30.

To see your average CPC amounts, look at the "Avg.

CPC" column in one of the tables within your

Campaigns tab.

IMPRESSIONS

How often your ad is shown. An impression is

counted each time your ad is shown on a search

result page or other site on the Google Network.

Each time your ad appears on Google or the Google

Network, it's counted as one impression

You'll sometimes see the abbreviation "Impr" in your

account showing the number of impressions for your ad.

CLICK

A click is when a user interacts with your ad by

clicking on it, typically showing an intention to visit

your website and learn more about what you offer.

A click is counted when a person attempts to reach your

site by clicking your ad

LANDING PAGE

The webpage where customers end up after they

click your ad. This page is usually the same as your

ad's destination URL.

For each ad, you specify a destination URL to

determine where people are taken when they click your

ad

Destination URL

The URL address for the page in your website where

you'd like people to be sent after they click your ad.

DISPLAY URL

The webpage address that appears with your

ad, typically shown in green text.

For each ad, you'll specify a display URL that's

shown to customers and adestination URL that's

used to determine where people are taken when

they click your ad.

QUALITY SCORE

A measurement of how relevant your

ads, keywords, and landing page are to a person

seeing your ad. Higher Quality Scores can lead to

lower prices and better ad positions.

Factors

CTR

Landing Page

Ad Relevance

QUALITY SCORE – SCREEN SHOT

RELEVANCE

How closely the elements of your ad campaign

match what a person seems to be looking for.

Your ads and keywords should directly relate to the

content on your website, especially the ad's landing

page. When people see your ad, they should be able to

understand what kind of product, service, or other

content they'll find on your site.

Relevance is part of your Quality Score, a formula that

Google uses to measure how useful your

ad, keyword, and website are to a customer. Relevant

ads tend to get higher Quality Scores.

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