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Explanations of Marketing Terms
Performance Max
These ads use machine learning to target customers as they search and as they browse the web, aiming to generate leads.
Display
These ads are shown across the web to users as they browse the internet.
Search
These ads are shown to customers based on keywords used while searching.
Shopping
These ads show products on Google including on images and maps and are generated using product data.
Smart
These ads are shown to customers as they search for your services and also on Maps, YouTube, Gmail, and on Google partner sites.
Call
Call ads encourage people to call your business and are only shown on devices that can make calls.
Conversion
This is a chosen action that someone has taken on the site after interacting with an ad.
Conversion Value
This is a value given to conversion actions on your site. Often this is used for revenue from sales.
Conversion Rate
Conversions divided by total clicks.
Cost per Conversion
The average amount spent per conversion.
Impression
How often your ad is shown.
CTR
Click Through Rate, the percentage of people who clicked on your ad.
ROAS
Return On Ad Spending, the revenue received per £1 spent on advertising.
Asset
The art work or file associated with a creative object.
A/B testing
A method of improving ads by creating two versions of an ad and comparing results.
Bid Strategy
The method used to set bids in Google Ads for example Manual CPC, Target CPA, or Maximize Conversions.
PPC
Pay Per Click.
CPC
Cost Per Click.
Ad Schedule
The specific times and days of the week that ads are eligible to appear.
Audience Targeting
The practice of defining and reaching specific groups of users based on their interests, demographics, and behaviours.
Optimisation Score
A score given to the account based on Ads settings and performance.
Keywords
These are words given to Google to help Google know who to show ads to.
Negative Keywords
These are words given to google to prevent being shown on search terms that wouldn’t be relevant to your business.
Remarketing
Advertising which targets users who have previous visited your site.
Copy
Text created for ads.
Dynamic Search Ads
Ads that are automatically generated based on the content of your website.
Responsive Search Ads
Ads that automatically test different combinations of headlines and descriptions to find the best-performing combinations.
Click-Through Conversion
A conversion that occurs after a user clicks on your ad and then completes a desired action.
View-Through Conversion
A conversion that occurs when a user sees your ad (but does not click on it) and later completes a desired action.
Geotargeting
Delivering content to a user based on their geographic location.
Device Targeting
The ability to show ads on specific devices (e.g., mobile, desktop, tablet).
SEO
Search Engine Optimisation, improving web pages chances of being seen on search engines.
SEM
Search Engine Marketing, advertising targeting people searching online.
Affinity Audiences
Groups of people with specific interests, hobbies, and habits, as defined by their online behaviour.
In-Market Audiences
Groups of people who are researching or planning to purchase a specific type of product or service.
SERP
Search Engine Results Page is the page shown to users after they’ve made a search.
Meta
Meta operates Facebook, Instagram, Threads, and WhatsApp.
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