Paid Search Glossary – Part One (A- C)

Paid Search
Sep 24 2019 | Ed O'Callaghan

The number of paid search terms can be overwhelming for newcomers and, in an industry which is constantly changing and developing, can even escape from experienced professionals. This list of relevant terms, with easy to understand definitions, aims to make learning, or re-learning, the latest language of paid search that little bit easier. 

Above the Fold

The viewable space on a webpage when it first loads.

Absolute Top Impression Share

Impressions you received in the absolute top location on the search results page divided by the estimated number of impressions you were eligible to receive in the absolute top location. Eligibility here is based on your current ads targeting settings, approval statuses, bids and quality.

Ad Copy

This refers to the text within an ad.

Ad Extensions

A feature that shows extra business information with your ad, like an address, phone number, shop rating or more web page links.

Ad Group

A set of keywords, ads, bids, placements and targeting methods. Each AdWords campaign is made up of one or more ad groups.

Ad Rank

A value used to determine your ad position and whether your ads will show at all.

Ad Scheduling/Dayparting

A setting that allows you to control and specify which hours and days you want your ads to appear, targeting periods of time when you expect your ads to be more successful. It also allows you to adjust bids during specific time periods. 

Ad Type/Format

Various types of ads that can be created to promote your products and services. These include expanded text ads (ETAs), responsive search ads (RSAs), image ads, app promotion ads, video ads and shopping ads. 


An online advertising platform developed by Google.

Affinity Audience

A group of people who visit similar websites and who have similar search/online behaviour.


A web analytics service offered by Google that tracks are reports website traffic.

Assisted Conversions

Google’s measure of any other interaction, other than the final click, that led to a consumer converting on a website.

Attribution Window

The number of days after a click during which a conversion will be recorded.

Automatic Placements

The webpages, videos and apps on the Display Network where you ads will show automatically based on the targeting methods, such as keywords or topics, that you’ve selected.

Average Session Duration

The average length of a session.


The most you are willing to pay for a click on your ad.

Bid Strategy

A way of bidding that can be selected based on what network your campaign is targeting, and whether you want to focus on getting clicks, impressions, conversions or views.

Bounce Rate

The percentage of single-page visits or visits in which the person left your site from the entrance (landing) page without triggering any other requests to the analytics server during that session. 

Broad Match

A keyword match type that displays your ad when a search term contains your keyword terms in any order, and possibly along with other terms. Your ads can also show for singular or plural forms, synonyms, misspellings, related searches, and other relevant variations.

Broad Match Modifier (BMM)

A keyword match type that displays your ad when a search term contains close variants of your keywords in any order. Close variants include misspellings, singular/plural forms, abbreviations, and acronyms. Unlike Broad Match, it excludes synonyms or related searches.

Call Extension

An ad extension that shows your phone number with your ads. When searching on a mobile, users can click the extension to call your business directly.


An ad extension that allows you to add additional text so that you can show more detailed information about your business, products, and services.


An AdWords campaign contains multiple ad groups which contain their own set of keywords.

Campaign Goals

What you want your campaign to achieve for your business. Goals include sales, lead generation, website traffic, product and brand consideration, brand awareness and reach and app promotion.


Indicates the number of times a user clicks on your ad.

Conversion Path

The sequence of interactions (i.e., clicks/referrals from channels) that led to each conversion and transaction.

Conversion Value

Monetary Value assigned to a conversion.


When someone clicks on your ad and completes a desired action on your website, such as a purchase or sign up.

Custom Affinity Audience

An affinity audience that is more refined and narrow. An affinity audience that is more refined and narrow.

Thanks for reading part 1 of our paid media glossary, stay tuned for part 2.

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