Paid Search Glossary – Part Two (D – P)

Paid Search
Oct 08 2019 | Ed O'Callaghan

This continued 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. 

Demographic Targeting : A setting that allows you to only show your ads to, or adjust bids for, users of a particular age range, gender, parental status or household income.

Display Network : A group of more than 2 million websites, videos and apps where your ads can appear.

Enhanced CPC : A bid strategy type that focusses on getting conversions and that works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website.

Exact Match : A keyword match type that only displays ads when the keyword matches the search term exactly.

Frequency Capping : A feature that limits the number of times your ads appear to the same person.

Goal Value : Monetary value assigned to a goal.

Goals : Specific user interactions on your site e.g form submissions or button clicks.

Impression Share : Impressions you received on the Search Network divided by the number of impressions you were eligible to receive. Eligibility here is based on your current ads targeting settings, approval statuses, bids and quality.

Impressions : Each time your ad appears on Google or the Google Network, it’s counted as one impression.

In-Market Audience : People who are actively searching/researching for particular products.

Keyword : Words or phrases relevant to your business offering which you want your ads to appear for in the search results.

Keyword Match Type : Refers to the different ways of matching search terms to the keywords associated with your ads. The different match types are Broad Match, Broad Match Modifier, Phase Match, Exact Match.

Landing Page : The webpage that people are taken to after clicking on your ad.

Leads : Actions carried out by users intending to result in a conversion e.g email submissions, newsletter sign-ups and request forms filled.

Location Extension : An ad extension which shows your address, a map to your location or the distance to your business. People can click on the extension to get further details on the location page of your website.

Location/Geo/Geographic Targeting : A setting that allows you to only show your ads to, or adjust bids for, users within a certain geographical location range.

Long Tail keyword : Phrases containing three or more words which are very specific to your business offering.

Managed Placements : A targeting method you can use to specifically choose websites, videos and apps that are part of Googles Display Network, on which you’d like to show your ads.

Manual CPC : A bid strategy type that focusses on getting clicks and allows you to set a maximum price on the cost of someone clicking on your ad.

Maximise Clicks : A bid strategy type that focusses on getting clicks. It is an automated strategy that sets your bids to help get as many clicks as possible within your daily budget. You are not able to set CPCs but you can set a maximum CPC for a campaign. 

Maximise Conversions : A bid strategy type that focusses on getting conversions and automatically sets bids to help get the most conversions for your campaign while spending your budget.

Message Extension : An ad extension that allows users on mobile devices to send you a text message right from your ad.

Metrics : Values used to measure and track performance of marketing campaigns.

Negative Keyword : A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.

Negative Placements/Placement Exclusions : Specific pages, sites and videos you can exclude your ads from showing on.

Pages Per Session : The average number of pages viewed during a session. Repeated views of a single page are counted.

Paid Media : Refers to external marketing efforts that involve a paid placement. Paid media includes PPC/Paid Search, GDN and Paid Social/Social Media Marketing.

Phrase Match :  A keyword match type that displays your ads when someone’s search includes the exact phrase of your keyword or close variations of the exact phrase of your keyword, with additional words before or after.

PPC/Paid Search : A form of digital marketing where search engines such as Google and Bing allow advertisers to show ads on their search engine results pages (SERP).

Price Extension : An ad extension that shows up as 8 cards showing different options and prices. Each listing has its own link so people can tap straight from your extension to what they want on your website.

Thanks for reading part two of our paid search glossary, part three will be out next week!

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