PPC Glossary
A
Ad copy refers to the textual element of a digital ad that communicates a message, highlights a value proposition, and encourages user action or click. Strong ad copy connects with the audience’s needs and enhances performance through improved Quality Score and CTR.
An ad group is a collection of ads, keywords, and targeting settings organized around a specific theme or product/service within an ad campaign. Each ad group shares the same targeting and budget rules from its parent ad campaign. An Ad Group organizes related ads and targeting settings within an Ad campaign.
A platform or system that connects advertisers with publishers to display ads on the screen. Common ad networks include the Google Display Network, Meta Audience Network, and Microsoft Audience Network.
Ad position refers to the position where your ad appears on a search engine results page (SERP). It’s influenced by Ad Rank, which includes your bid, ad quality, relevance, expected CTR, and use of ad extensions. Higher positions typically result in more visibility, clicks, and conversions of the ads.
Ad rotation determines how multiple ads within an ad group are served in auctions. It controls whether ads are shown evenly or optimized for performance. Settings that control how multiple ads in an ad group are served.
Google AdSense is an ad program that allows publishers to display pay-per-click (PPC) ads on their websites. It allows users to earn revenue when users view or click on them.
Ad Spend refers to the total amount of money a business invests in advertising across various channels such as search engines, social media, display networks, and more. Ad Spend is a metric in digital marketing that directly influences campaign strategy, budgeting, and ROI evaluation.
Ad Scheduling allows advertisers to control the specific days and times when their ads are eligible to run on the platform. Ad scheduling helps align ad delivery with user behavior and business hours to improve efficiency and ROI.
Ad status indicates the current operational state or status of an ad within a platform like Google Ads. It helps advertisers understand whether an ad is running, paused, disapproved, or undergoing review.
Amazon’s pay-per-click (PPC) advertising platform allows sellers. Brands also promote products directly on Amazon’s search results and product pages.
An assisted conversion is a conversion in which a marketing channel has contributed to the user journey. This channel assisted, but that wasn’t the final channel to convert the user.
Automated extensions refer to the additional snippets of information (e.g., calls, sitelinks, ratings) that are automatically generated by ad platforms. These extensions enhance your ad’s visibility and performance.
An attribution model is a framework that is used in digital marketing to determine how credit for a conversion is to be distributed across various touchpoints in a customer’s journey. These points include interactions like ad clicks, impressions, email engagements, or social media actions.
B
Bid adjustment is a feature of digital advertising platforms that allows advertisers to increase or decrease their bids. This is based on specific targeting criteria like device, location, time, audience, and demographics.
A bidding strategy is the method or strategy that helps you decide how much you’re willing to pay for ad placements in your ad campaign, ensuring your budget is spent efficiently. This strategy aligns with specific ad campaign objectives. These can be aiming for maximum clicks, higher impressions, or better conversions.
The process of adjusting bids for better ROAS( Return on Advertising Spend)
Bid management is the ongoing process of setting, adjusting, and optimizing bids for PPC campaigns to achieve better results. It involves using performance data, automation tools, and strategic adjustments to maximize RO. Aim to minimize wasted spend and stay competitive in the ad auction.
A bounce happens when a visitor clicks on your ad, lands on your website, and exits without engaging, like clicking another page or filling out a form. In PPC, bounces often indicate a disconnection of customers between your ad message and landing page experience.
C
Call extensions are one of the Google Ads features that allow advertisers to include a phone number directly within text ads. This feature enables users to call a business with a single tap on mobile devices. Thus, it increases direct engagement, traffic, and drives more leads from phone calls.
Callout Extensions refer to the additional snippets of text in a Google Ads ad that highlight unique selling points of the business or its benefits. For example, “Free Shipping” or “24/7 Support.” This callout extension is not clickable but appears with your ad copy to make it more informative.
Change History refers to having a record of all modifications made to a digital asset, such as a website, ad campaign, or content management system. Change history is used to track changes over time. This history includes who made the change and when it occurred.
When there are Illegitimate clicks intended to waste ad spend. Click fraud is the malicious practice the intentionally clicking on ads, depleting an advertiser’s budget. Without a genuine interest in the product or service. This can be carried out by competitors, publishers, or automated bots.
Client ID refers to the client identifier, these are the unique identifier that is assigned to each user by Google Analytics. This identifier is stored in a browser cookie and helps track individual activity and user interactions across sessions.
Conversion Rate refers to the percentage of users who have completed the desired action, like making a purchase or filling out a form, after clicking on an ad or visiting a site. A higher conversion rate means your website or landing page is effectively engaging visitors to take action, directly impacting the profitability and ROI of the business.
Cookies are small data files stored in a user’s browser, These files are used to track behavior, preferences, and conversions on websites. Cookies help advertisers or marketers to measure performance, retarget users, understand user preferences, purchasing patterns, a nd personalize the ad experience. These insights make them vital for campaign optimization.
Cost-per-click (CPC) is an advertising metric where advertisers pay a fee each time the user clicks on their ad. It helps businesses track how much they are paying for user engagement. By measuring the clicks, advertisers can gauge the effectiveness of their ads, control costs, and improve campaign strategies.
Cost-per-Lead (CPL) is a digital advertising pricing model where advertisers pay for each lead generated through their ads. A lead can be a potential customer who submits a form, signs up for a newsletter, or expresses interest in a product.
Cost-per-acquisition (CPA) is a digital advertising metric that measures what is the cost incurred to acquire a customer or conversion (such as a sale, sign-up, or download). CPA is an essential performance indicator in pay-per-click (PPC) campaigns. These metrics offer valuable insights to advertisers to assess ROI and budget efficiently.
CPM, or Cost-Per-Mille, is a digital advertising metric that represents the cost of 1,000 ad impressions. This metric is used in display and video advertising to measure how much an advertiser pays for every 1,000 times their ad is shown. CPM is ideal for brand awareness campaigns where visibility matters more than clicks or conversions.
CPV, or Cost-Per-View, is a video advertising metric that measures how much an advertiser pays each time a viewer watches a video ad. CPV is commonly used by ad campaigns on different platforms like YouTube, where charges apply after a user watches a set duration or engages with the video.
Customer lifetime value (CLV) refers to an estimate or metric that is used by marketers to calculate the total revenue a business can expect from a single customer throughout the customer journey. It business insight to understand the long-term value of customers and is a key metric used for customer retention strategies.
D
Daily Budget is the maximum amount of money an advertiser is willing to spend on an ad campaign per day. This setting helps manage advertising costs and control pacing across the campaign’s lifetime.
The Destination URL is the final destination or landing page where the user lands after clicking on the advertisement. It’s often different from the Display URL shown in the ad.
Display ads are visual-based advertisements (images, banners, videos, or rich media) shown across websites, apps, and social platforms within a display network like Google Display Network (GDN). They aim to capture attention and promote brand awareness, products, or services.
Demographic Targeting allows advertisers or marketers to tailor ads based on user attributes. These attributes are selected based on age, gender, household income, education level, occupation, purchasing patterns, and more.
Device targeting allows advertisers to serve ads based on the type of device users are using, like desktop, mobile, or tablet. This ensures the ad experience is optimized for screen size, user behavior, and context, improving engagement and conversion rates.
The Display Network refers to a group of websites, apps, and videos where ads can appear, typically in visual formats like banners, images, or rich media. It enables advertisers to reach a broad or highly targeted audience across millions of digital properties. Driving brand awareness, retargeting, and engagement at scale.
The Display URL is the website address shown in the ad to the users. It can differ from the actual destination URL to provide a clean, user-friendly preview.
Dynamic Search Ads (DSAs) automatically generate headlines and target relevant searches using content from your website. It helps to capture long-tail search traffic, reduces manual keyword research, a nd keeps ad content up-to-date.
Dynamic Keyword Insertion (DKI) is a feature that automatically replaces a placeholder in your ad with a user’s search term. Example: Headline: Buy {Keyword: Running Shoes} — If the user searched “trail shoes,” the ad would display: “Buy Trail Shoes.”
E
Enhanced Cost-Per-Click (ECPC) is a semi-automated bidding strategy that adjusts your manual bids based on the likelihood that a click will lead to a conversion. It combines manual control with smart automation. This bidding strategy is Ideal for campaigns with moderate conversion data. It also improves ROI without full reliance on automation.
A static screen displayed at the end of a video ad, this end card is created to prompt a user action, such as clicking a link, installing an app, or visiting a website. Common in mobile and video advertising, the end card is used after a video. A static screen sis shown at the end of a video ad to encourage user action (e.g., click or sign up, visit a landing page, download an app or buy the product, or book a demo).
Engagement campaigns are ad campaigns specifically designed to increase user interactions, such as likes, shares, comments, or clicks, typically on social media platforms. These are used on the platform .
The “ETAs Sunset” refers to Expanded Text Ads (ETAs), which are the Google Ads’ discontinuation. This informs the advertiser that they are transitioning advertisers to Responsive Search Ads (RSAs) as the primary format for the ads.
Event tracking is a method of collecting data on specific user interactions (e.g., clicks, downloads, form submissions) to assess ad and website performance.
An engagement rate is a metric that measures the percentage of people who interact with an ad or piece of content out of the total viewers. High engagement rates indicate compelling content and strong audience relevance. Engagement Rate is the percentage of users who interact with your ad or content out of total views. It indicates how compelling or relevant your message is.
Exact Match is a keyword match type where ads appear only when the search query matches the keyword exactly or includes close variants. It ensures targeting for higher-intent traffic. Ads show only when the search exactly matches the keyword.
F
Facebook Ads are advertisements placed within Facebook’s platform and its affiliated network (e.g., Instagram, Audience Network). These ads allow businesses to reach targeted audiences with various ad formats such as carousel, video, and image ads.
Facebook Dynamic Ads are personalized advertisements based on users’ purchasing patterns, behavior, such as the products they’ve viewed or added to their cart. It automatically shows those relevant products to each individual.
Free clicks refer to interactions, such as clicks or engagements, that don’t incur any advertising costs. For example, certain organic interactions on platforms like Facebook or YouTube, where users click on content without triggering ad charges or fees.
Frequency Capping is a feature in digital advertising that limits the number of times an ad is shown to a particular user within a specified period. This helps reduce ad fatigue, avoid overexposure, and maintain a positive user experience.
Funnel Optimization refers to the process of improving each stage of the marketing funnel. Right from awareness to conversion, to increase efficiency and effectiveness in converting leads into customers.
G
Geofencing
Geofencing refers to the location-based service in PPC that uses GPS or RFID to define virtual perimeters around a geographic area. Marketers can easily target users within these boundaries with relevant ads based on their location. Geofencing is when we need to target the user within the virtual parameters in an ad campaign.
Geotargeting
Geotargeting is a PPC strategy that shows ads to users based on their specific geographic location, such as country, city, or even a custom radius around a location. Showing ads to users in specific locations.
Google Ads
Google Ads is Google’s powerful pay-per-click (PPC) advertising platform that enables businesses to bid on keywords and display ads in search results, YouTube, Gmail, and across the Google Display Network. It offers multiple campaign types, including Search, Display, Shopping, and Video. This platform helps drive targeted traffic, leads, and conversions through real-time bidding and smart targeting.
Google Ads API
The Google Ads API is a powerful tool that enables developers to manage Google Ads accounts programmatically. It automates essential PPC tasks like campaign setup, reporting, and optimization.
Google Ad Grants
Google Ad Grants provides free advertising for qualified nonprofits, allowing them to run PPC campaigns on Google Ads with a budget of up to $10,000 per month.
Google Tag Manager
Google Tag Manager is a free tool by Google that allows businesses to quickly and easily update and manage tags on their website without editing code, streamlining the process of tracking and analytics.
Google Optimize
Google Optimize is a free A/B testing and personalization tool by Google that allows marketers to experiment with different versions of their website or landing pages to determine which performs best. It integrates seamlessly with Google Analytics, helping businesses improve user experiences and boost conversions based on real user behavior and data insights.
Google Analytics
Google Analytics is a free web analytics tool by Google that helps businesses and marketers track and analyze website traffic and user behavior. It shows how visitors find, interact with, and navigate a website, helping users measure performance and track conversions.
Google Merchant Center
Google Merchant Center is a tool that enables businesses to upload and manage product information. Thus making it eligible for Google Shopping ads, free listings, and other Google services. It connects product feeds with Google Ads, ensuring accurate, up-to-date product data appears in search results, enhancing visibility and driving traffic to online or local stores.
H
Headline
The headline is the primary, clickable text that grabs user attention in search results or display ads, often appearing in bold. It plays a crucial role in determining whether users will click on the ad, making it essential for driving traffic and conversions.
Head Terms
Head Terms are short, broad keywords that consist of one or two words and attract high search volume. These terms often represent general keywords or search queries (e.g., “grocery” and “marketing”). They are highly competitive in paid search advertising due to their wide reach and potential for driving significant traffic. Head terms are broad, high-volume search keywords typically consisting of one or two words.
Hits
Hits (in web analytics) refer to interactions or requests made to a web server. This includes page views, images, scripts, impressions, or files being loaded. Each element on a webpage can generate a separate hit. Thus making it a broad measure of server activity, not necessarily of unique visitors or meaningful engagement.
I
ICP ( Ideal Customer Profile )
An Ideal Customer Profile (ICP) is a detailed description of the type of company or individual that would benefit most from your product or service. It includes firmographic, demographic, and behavioral characteristics of your most valuable customers.
Image Ads
Visual banners or graphic-based ads across websites, apps, or social media platforms are termed visual or Image Ads. They are designed to grab attention, convey brand messaging visually, and drive user engagement or clicks through compelling imagery.
Impression
Impression refers to the number of times your ad appears on a user’s screen, whether or not it is clicked. It’s a key metric that measures visibility and reach, helping advertisers understand how often their ad is displayed to potential audiences.
Impression Share (IS)
Impression Share is the percentage of times your ad was shown out of the total eligible impressions for your targeting settings. It reflects how often your ads are visible compared to the competition in the auction space.
Instagram Ads
Interest Categories
Interest categories allow advertisers to target users based on their online behavior, interests, and browsing history. This targeting method helps reach users who are more likely to engage with relevant ads, improving campaign efficiency and increasing conversion potential.
Invalid Clicks
Invalid Clicks refer to interactions with an ad that are deemed illegitimate or non-genuine. These include invalid clicks generated by bots, accidental taps, repeated clicks by the same user, or malicious activity intended to inflate ad costs without real user interest.
In-Market Audience
In-Market Audience refers to a targeting segment used in PPC advertising that includes users who are actively researching or comparing specific products or services. It is the segment that shows high purchase intent based on their recent online behavior. Targeting them helps advertisers reach potential buyers closer to making a conversion.
J
JSON Feed (Dynamic Ads & Remarketing)
A JSON Feed is a structured data format (JavaScript Object Notation) used in dynamic remarketing to supply real-time product or service information. This information, such as prices, images, and availability, is used to ad platforms like Google Ads or Facebook Ads. These insights are useful for the advertiser to frame the ad campaign.
K
KPI (Key Performance Indicator)
KPIs ( Key Performance Indicators) refer to the quantifiable metrics used to evaluate the success of a campaign in achieving business objectives. They help advertisers or marketers to measure performance and guide data-driven decisions in PPC strategies.
Keywords
Keywords are the search terms or phrases that trigger your ads when users type into search engines. They are central to targeting relevant audiences and ensuring ad visibility. Keywords are the words or phrases that users type into a search engine’s search bar. In PPC, they trigger the display of ads when matched.
Keyword Matching Options
Keyword matching options define how closely a user’s search query must align with your selected keywords for your ads to show. These include broad, phrase, exact, and negative matches to control targeting precision.
Keyword Research
Keyword research involves identifying and analyzing search terms that potential customers use online. Keyword research can be done for the specific business niche, product promotion, product information, and more. It is essential for building effective PPC campaigns that align with user intent and market demand.
Keyword Planner
L
Landing Page
A landing page is a standalone web page that users are taken to after clicking an ad. It’s designed with a single focused objective to convert visitors into leads or customers. This page typically contains persuasive content, detailed product features, effective call-to-action (CTA), and minimal distractions. These landing pages are designed in such a way that they attract users and give answers to their questions, so they can convert easily.
Lead
A lead refers to the individuals or firms that have shown interest in your product or service by submitting contact details or engaging with your content. Leads are vital to sales funnels, helping marketers identify potential customers and move them toward conversion. A person showing interest in your product/service later buys the product or service.
LinkedIn Ads
LinkedIn Ads are paid advertisements shown on the LinkedIn platform that allow targeting based on professional criteria like job title, industry, and company size. These ads are ideal for B2B marketers looking to reach decision-makers and professionals in specific industries. PPC platform for B2B and professional targeting.
Location Extensions
Location extensions let you add your business’s address, phone number, and a map to your ad. This feature helps local customers easily find your physical store and is particularly effective for driving in-person visits and boosting local trust. Adds a business address to your ads.
Location Targeting
Long-Tail Keywords
Low Search Volume
Lookalike Audience
M
Manual Bidding
Manual bidding, also called Manual CPC, is a Google Ads strategy where advertisers set maximum cost-per-click (CPC) bids on their own. Unlike automated bidding, this method gives complete control over bid amounts for each keyword, allowing precise budget allocation for the ads. Manual CPC or manual bidding is best for experienced advertisers who want to optimize performance based on manual insights and analytics.
Manual Tagging
Manual tagging is the process of adding custom UTM parameters to URLs for tracking traffic sources in analytics tools. It’s used when automatic tagging isn’t available, it ensures detailed data collection. This helps advertisers evaluate marketing performance across non-Google platforms like social media, email campaigns, or affiliate links.
Marketing Metrics
Marketing metrics refer to the measurable data points used to assess the effectiveness of marketing campaigns. These metrics include impressions, clicks, conversions, and ROI. Marketers analyze these metrics to optimize campaigns, allocate budget, and achieve business objectives.
Match Type
Match types in PPC define how a keyword must match a user’s search query to trigger an ad. Google Ads offers broad, phrase, and exact match types. Choosing the right type balances reach and relevance, impacting click-through rates, costs, and overall campaign performance and targeting accuracy.
Message Extensions
Message extensions are Google Ads features that allow users to contact a business via text message directly from the ad. As these expansions are easily accessible on mobile, they improve customer engagement and convenience.
My Client Center (MCC)
Mobile Optimization
Monthly Ad Budget
N
Negative Keywords
Negative keywords are terms that you add to your ad campaign to prevent your ads from appearing for those keywords, as they are irrelevant or unqualified searches. By excluding these negative keywords, you avoid wasting budget on traffic that is unlikely to convert. Ensuring your ads are only shown to relevant, high-intent audiences searching for your offerings.
Negative Placement
Negative placement allows advertisers to exclude specific websites, apps, or YouTube channels where they don’t want their ads to appear. This ensures brand safety, prevents showing on low-quality or irrelevant content. Negative placement gives advertisers more control over where their ads are displayed within the Google Display Network or YouTube.
New Visitor
A new visitor is a user who lands on your website for the first time, as tracked by browser cookies. This metric helps differentiate between fresh traffic and returning users. This metric provides insights into audience growth, acquisition efforts, and user behavior that influence campaign performance and website engagement strategies.
Native Ads
Network (Search vs Display)
Google Ads offers two main ad networks: Search and Display for ads. The Search Network shows text ads on Google search results, targeting user intent through keywords. The Display Network places visual ads across websites, apps, and YouTube. Focusing on brand awareness and retargeting through audience-based targeting rather than direct search queries.
O
On-pportunities Tab
The Opportunities Tab in Google Ads provides automated suggestions to improve your campaign performance. Based on account history, industry data, and machine learning. It recommends actions like bid adjustments, budget increases, or keyword additions to enhance optimization score, reach, and efficiency.
Organic Search Results
Organic search results are unpaid listings that appear on search engine results pages (SERPs) based on relevance to the user’s content and query. These results are determined by SEO factors such as keyword use, content quality, relevance, intent, and backlinks. They are distinct from paid ads and represent authentic search engine rankings. To get organic search results with the help of SEO ( search engine optimization ) tactics like On-page SEO, Off-Page SEO, and Technical SEO. These tactic helps to improve organic search rankings.
Optimization Score
Organic Search
Outbound Click
P
Programmatic Advertising
Programmatic advertising is the automated buying and selling of online ads using AI and real-time bidding. It streamlines the ad process by targeting the right audience at the right time, maximizing efficiency and scale. This method uses data and algorithms to serve ads across platforms without manual input.
PPC Audit
A PPC audit is a detailed analysis of your pay-per-click account and the ad campaign to identify areas of improvement. It reviews campaign structure, keyword performance, ad copy, landing pages, and conversion. These are tracked to ensure alignment with business goals. Regular audits enhance ROI and prevent wasted ad spend.
Pay-Per-Action (PPA)
Pay-Per-Click (PPC)
Phrase Match
Placement Targeting
Price Extension
Primary Metric
Product Listing Ads (PLA)
Promotion Extensions
Q
Qualified Web Traffic
Quality Score
R
Reach
Reach refers to the total number of unique users or audiences who see or have gone through your ad or content at least once during an ad campaign. It measures how widely your message spreads, regardless of how many times each person views it. It is the metric that helps to gauge brand awareness and potential market exposure.
Remarketing
Remarketing is a digital advertising strategy that targets high-performing content with refinement or users who have previously visited your website or interacted with your app or product, or services earlier. It helps re-engage these visitors by showing the most high-performing content or relevant ads across the web. Encouraging them to return and complete desired actions like purchases or sign-ups.
RLSA (Remarketing Lists for Search Ads)
Returning Visitor
Responsive Search Ads
ROAS (Return on Ad Spend)
ROI (Return on Investment)
S
Search Ads
Search Ads refer to the paid text-based advertisements that appear on search engine results pages (SERPs). These search ads appear when users search for keywords relevant to your offerings. They enable advertisers to connect with high-intent users, driving traffic, leads, and sales. Search ads are targeted through keyword targeting and performance-based bidding on platforms like Google Ads.
Search Impression Share
The Search Impression Share metric measures how often your ad appears compared to the total number of times it was eligible to show on the search network. It’s a competitive metric that indicates that your ad campaign’s visibility and highlights ad budget or rank limitations that are preventing maximum reach.
Search Terms Report
Smart Campaigns
Smart Campaigns are Google Ads’ automated advertising solution tailored for small businesses or time-strapped marketers. They streamline ad creation, keyword targeting, and bidding, using machine learning to deliver results while requiring minimal setup or management from the advertiser.
Sales Funnel
SEM (Search Engine Marketing)
Search Engine Marketing (SEM) involves using paid advertising on search engines to increase a website’s visibility on search engine results pages (SERPs). Through keyword bidding, ad creation, and targeting strategies. SEM drives high-intent traffic and measurable conversions from users actively seeking products or services.
SERP (Search Engine Results Page)
The Search Engine Results Page (SERP) is the page displayed by a search engine in response to a user’s query or keyword typed by the user on the search engine search bar. Search engine result pages ( SERP) include paid ads, organic listings, featured snippets, local packs, and more. As a result, the SERP is a crucial space for achieving visibility and driving click-through rates in digital marketing.
Search Network
The Search Network is a group of websites and apps, including Google Search and partner sites, where your ads can appear when users search with relevant terms. It allows advertisers to reach audiences actively looking for specific information, services, or products through intent-driven queries.
Search Partners
Search Partners are non-Google websites like other search engines, directories, or shopping sites. These sites partner with Google to show search ads to users. These ads appear when users search using relevant keywords, helping you reach more people beyond Google itself.
Search Query Report (SQR)
The Search Query Report (SQR) shows the actual search queries that triggered your paid ads. It enables advertisers to evaluate keyword relevance. It enables to identification and addition of high-performing queries as keywords, while excluding low-quality or irrelevant searches using negative keywords to enhance campaign efficiency.
Smart Bidding
Smart Bidding is Google Ads’ automated bidding strategy that uses machine learning to optimize bids in real time. This optimizes bids based on user behavior and contextual signals like device, location, and time. It aims to maximize conversions or conversion value within your budget and campaign goals.
Sitelinks Extensions
Sitelink Extensions are additional clickable links shown below your main search ad, directing users to specific pages on your website. They improve ad visibility and provide users with more options, increasing the chances of interaction and enhancing the value of a single ad impression.
Split Test
A Split Test (A/B Test) compares two or more ad variations to see which performs better. By changing one element—like the headline, CTA, or image- you can identify quality score. This way, you can identify what resonates most with your audience and make data-driven decisions for optimizing future campaigns.
T
Target CPA
Target CPA stands for target cost per acquisition. It is a smart bidding strategy in Google Ads where you set a specific price that you’re willing to pay for a conversion. Google’s algorithm automatically adjusts bids to help you get as many conversions as possible within that targeted cost. Therefore, optimizing campaign performance over time.
Target ROAS
Target ROAS (Return on Ad Spend) is a Google Ads Smart Bidding strategy that sets bids to achieve a specific return on ad spend. You define the revenue you want from every rupee spent. With this information, Google uses machine learning to adjust bids in real time to hit that revenue goal efficiently.
Topic Targeting
Topic Targeting lets you display your ads on websites and content focusing on specific subjects. Instead of targeting users by keywords or interests, this strategy focuses on the type of content the user is viewing. This ensures contextual alignment with your ads on the Google Display Network.
Tracking Code
Traffic Estimator
Traffic Estimator is a tool in Google Ads that predicts potential campaign performance, such as clicks, impressions, CPC, and conversions. Traffic estimator based on your targeting, bids, and budgets. It helps advertisers forecast outcomes before launching campaigns, aiding in planning and budgeting decisions.
TrueView Video Ads
Text Ads
Text Ads are the most basic format of ads in search advertising, typically consisting of a headline, description, and URL. Shown on SERPs, these ads focus on relevant keywords to attract clicks from users searching for products, services, or answers.
Tracking Template
A Tracking Template is a URL structure in paid ads used to append tracking parameters for analytics. It allows advertisers to gather detailed information like campaign, ad group, keyword, and device data in the final URL, without changing the actual destination page.
U
URL Parameters
URL Parameters are tags added to the end of a web address to pass data about the user’s click behavior or campaign source. Appended to URLs using “? Or &” Symbols. Commonly used for tracking, targeting, or content customization, these parameters help marketers analyze performance across traffic sources and user interactions.
Unique Selling Proposition (USP)
A Unique Selling Proposition (USP) is the distinctive value or benefit that sets a brand, product, or service apart from competitors. It answers the customer’s question: “Why should I choose you?” and is central to marketing positioning and messaging across platforms. This sets the product and the services apart from those available in the market. Your brand USB will be the reason for the sales.
Unique Visitor
A Unique Visitor refers to an individual who visits your website at least once during a defined time frame (e.g., day, week, or month), regardless of how many times they return. It’s tracked via cookies, distinguishing one user from another for accurate reach metrics.
User ID
A User ID is a unique identifier assigned to each user, allowing tracking across devices and sessions. Common in CRM, analytics, and advertising platforms, it provides a unified view of the customer journey and supports personalization and accurate reporting.
User Intent
UTM Parameters
UTM Parameters stands for Urchin Tracking Module parameters. They are tags added to URLs to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They identify the traffic source, medium, campaign name, and more. These URL parameters help marketers analyze user behavior across different channels in tools like Google Analytics.
V
Vendor Central
Vendor Central is Amazon’s platform for first-party (1P) sellers who sell their products directly to Amazon in bulk. Amazon then takes over pricing, listing, and fulfillment. Vendors receive purchase orders and typically have access to enhanced marketing tools like A+ content and Amazon Advertising.
View-Through Conversion
A View-Through Conversion occurs when a user sees the ads but does not click on them. An ad, then later completes a conversion on the advertiser’s site. It helps advertisers measure the influence of display or video impressions that may have indirectly contributed to the user’s decision.
View-Through-Rate (VTR)
View-Through Rate (VTR) measures how often users view a video ad compared to how many times it’s shown (impressions). It’s calculated by dividing the number of completed views (or minimum threshold views, like 30 seconds) by total impressions. This metric is vital for video ad performance.
W
Website Optimizer
A website optimizer is a tool or process used to improve a website’s performance, user experience, and conversion rates. It analyzes elements like speed, design, content, and user behavior to suggest or implement enhancements. Website optimizers help ensure that visitors engage more effectively, leading to higher satisfaction, better SEO rankings, and increased business outcomes.
Website Traffic
Website Call Conversions
Website Call Conversions track phone calls made by users who clicked on an ad campaign and organically called the business via a number on the website. It connects online behavior to offline actions and helps measure the true impact of your ad spend.
Winning Ad Variation
A Winning Ad Variation is the version of an ad in an A/B test or split test that delivers the best performance, usually based on metrics like CTR, conversions, or ROI. It becomes the preferred creative for scaling or future iterations.
X
XML Feed (Shopping Campaigns)
An XML feed stands for Extensible Markup Language feed. It refers to a structured data format used to distribute and share content or product information across systems. These systems such as in RSS feeds, product listings, or data integrations for advertising platforms like Google Merchant Center. It ensures accurate and up-to-date listings across search results.
