Impressions: Definition:
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.
- In some cases, only a section of your ad may be shown. For example, in Google Maps, we may show only your business name and location or only your business name and the first line of your ad text.
- However, when someone searches using Google Instant, an impression can be counted when one of these occur:
- Person begins to type and then clicks anywhere on the page like a search result, ad, or related search
- Person types a search and then clicks the "Search" button, presses Enter, or selects a predicted query from the drop-down menu
- Person stops typing, and the results are displayed for a minimum of three seconds
- You'll sometimes see the abbreviation "Impr" in your account showing the number of impressions for your ad.
Click through rate (CTR): Definition:
A ratio showing how
often people who see your ad end up clicking it. CTR can be used to gauge how
well your keywords and ads are performing.
· CTR is the number of clicks that your ad receives divided by the
number of times your ad is shown:
clicks ÷ impressions = CTR. For example, if
you had 5 clicks and 1000 impressions, then your CTR would be 0.5%.
|
(Total Clicks on Ad) /
(Total Impressions) = Click Through Rate
|
· Each of your ads and keywords have their own CTRs that you can
see listed in your account.
· A high CTR is a good indication that users find your ads helpful
and relevant. CTR also contributes to your keyword's expected CTR (a component
of Quality
Score), which can affect your costs and ad position. Note that a good
CTR is relative to what you're advertising and on which networks.
· You can use CTR to gauge which ads and keywords are successful
for you and which need to be improved. The more your keywords and ads relate to
each other and to your business, the more likely a user is to click on your ad
after searching on your keyword phrase.
Setting Up Google AdWords Terms
:
1.
Campaign -
An ad campaign on Google AdWords is made up of your ad groups, and has the same
budget, campaign type and your other ad settings. It’s generally what you first
set-up when you advertise, and it helps you organize your different paid
advertising efforts. You can run multiple campaigns at any time from your
Google account.
2. Ad
groups -
An ad group is your set of keywords, budgets and targeting methods for a
particular objective, within the same campaign. For example, if you are running
an ad campaign for a shoe sale, you could set up ad groups to target for online
sales, women’s shoes and men’s shoes. You can have multiple ads in each ad
group.
3.
Campaign Type - Your campaign type is where you want your ads to be
seen. Google has:
- “Search Network only” (which means
Google search only)
- “Display Network only” (which
means your ad shows up in Google’s Display network of websites, videos,
YouTube, Blogger and more. This is also known as AdSense)
- “Search Network with Display
Select” (which is a combo of search and display)
If you
have a Google Merchant Center account and want to use Product Listing Ads, you
can also choose “Shopping” as a campaign type.
4.
Keywords -
Keywords are very important in your Google Ads. They are the words or word
phrases you choose for your ads, and will help to determine where and when your
ad will appear. When choosing your keywords, think like your customer and what
they would be searching for when they want your product, service or offer.
Though you can include as many as you like, I suggest a maximum of
twenty keywords.
Here’s
Google’s explanation on how to build the
best keyword list:
5.
Quality Score - A quality score is the measurement from Google based on
the relevancy of your ad headline, description, keywords and destination URL to
your potential customer seeing your ad. A higher Quality Score can get you
better ad placement and lower costs.
6.
Impressions -
An impression is the measurement of how many times your ad is shown.
7. Ad
Rank -
Your Ad Rank is the value that’s used to determine where your ad shows up on a
page. It’s based on your Quality Score and your bid amount.
8.
Mobile ad -
Mobile ads are what your mobile searchers see on their devices. Google AdWords
has WAP mobile ads and “ads for high-end mobile devices”.
9. Ad
extensions -
Ad extensions are extra information about your business, such as your local
address, phone number, and even coupons or additional websites. They’re what
shows up in blue below your ad descriptions.
General
Ad Related Terms
10.
Call to Action (CTA) - A CTA is literally the action you want your searcher to
take. Good CTAs in your ads are short, action oriented words such as “Buy”,
“Get”, “Act Now”, etc.
11.
Click Through Rate (CTR) - Your CTR is an important metric in your account
settings. It measures how many people who have seen your ad click through to
your link destination.
12.
Landing Page -
Your landing page is
the page on your website to which you’re driving traffic from your ad.
13.
Optimization -
Optimization in Google AdWords is
like optimization elsewhere in marketing. It means making the changes in your
ad that get you higher results for your objectives.
14.
Split Testing - Split testing includes A/B and multivariate testing.
It’s a method of controlled marketing experiments with the goal being to
improve your objective results (such as higher CTR’s, increased conversion or
even better Ad Ranking).
Cost
Related Terms
15. Bid
Strategy -
Your bid strategy is basically how you set your bid type to pay for viewer
interaction with your ads.
16.
Daily budget -
Your daily budget is what you’re willing to spend per day per ad. Your
daily cost is based on a daily average per month, so don’t be alarmed if yours
varies from day to day.
17. CPC - Cost-Per-Click is
the most common bid type on Google AdWords.
It means you pay every time a person actually clicks on your ad. You set your
“maximum CPC” in the bidding process, which means that dollar amount is the
most you’ll pay for a click on your ad.
18. PPC - Pay-Per-Click is
the same as CPC.
19. CPM - Cost-Per-thousand
impressions is a bidding method that bases your costs on how many times your
ads are shown (impressions).
20.
Billing Threshold - Your billing threshold is the level of spending that
triggers a charge to you for the ad costs. It applies to automatic payments,
and the threshold level starts at $50. It you reach that within 30 days, you’ll
be billed, and your threshold then raises to $100 and so on.
Ad
Creative Terms :
21.
Headline -
Your ad headline is the header of your ad copy. It generally shows up in
blue when your ad is live.
22.
Destination URL - Your destination URL is the landing page your ad is
directed to when it’s clicked. Your destination site can be a specific page.
You can change it for differing ads within ad groups. Your audience does not
see it in the ad.
23.
Display URL -
Your display URL is what shows up in your ad copy. You can keep this simple and
clean to increase your brand recognition, trust, and conversions.
24.
Side ad -
A side ad is the ad that show up on the right hand side of a search
engine results page (SERP).
25. Top
ad -
A top ad is the ad that shows up in a shaded box above the organic search
results.
(1)Using broad match:
Example
How broad match can help you
(2)Using phrase match:
How phrase match works
Example
How exact match works :
Example:
Setting Up Google AdWords Terms
:
1.
Campaign -
An ad campaign on Google AdWords is made up of your ad groups, and has the same
budget, campaign type and your other ad settings. It’s generally what you first
set-up when you advertise, and it helps you organize your different paid
advertising efforts. You can run multiple campaigns at any time from your
Google account.
2. Ad
groups -
An ad group is your set of keywords, budgets and targeting methods for a
particular objective, within the same campaign. For example, if you are running
an ad campaign for a shoe sale, you could set up ad groups to target for online
sales, women’s shoes and men’s shoes. You can have multiple ads in each ad
group.
3.
Campaign Type - Your campaign type is where you want your ads to be
seen. Google has:
- “Search Network only” (which means
Google search only)
- “Display Network only” (which
means your ad shows up in Google’s Display network of websites, videos,
YouTube, Blogger and more. This is also known as AdSense)
- “Search Network with Display
Select” (which is a combo of search and display)
If you
have a Google Merchant Center account and want to use Product Listing Ads, you
can also choose “Shopping” as a campaign type.
4.
Keywords -
Keywords are very important in your Google Ads. They are the words or word
phrases you choose for your ads, and will help to determine where and when your
ad will appear. When choosing your keywords, think like your customer and what
they would be searching for when they want your product, service or offer.
Though you can include as many as you like, I suggest a maximum of
twenty keywords.
Here’s
Google’s explanation on how to build the
best keyword list:
5.
Quality Score - A quality score is the measurement from Google based on
the relevancy of your ad headline, description, keywords and destination URL to
your potential customer seeing your ad. A higher Quality Score can get you
better ad placement and lower costs.
6.
Impressions -
An impression is the measurement of how many times your ad is shown.
7. Ad
Rank -
Your Ad Rank is the value that’s used to determine where your ad shows up on a
page. It’s based on your Quality Score and your bid amount.
8.
Mobile ad -
Mobile ads are what your mobile searchers see on their devices. Google AdWords
has WAP mobile ads and “ads for high-end mobile devices”.
9. Ad
extensions -
Ad extensions are extra information about your business, such as your local
address, phone number, and even coupons or additional websites. They’re what
shows up in blue below your ad descriptions.
General
Ad Related Terms
10.
Call to Action (CTA) - A CTA is literally the action you want your searcher to
take. Good CTAs in your ads are short, action oriented words such as “Buy”,
“Get”, “Act Now”, etc.
11.
Click Through Rate (CTR) - Your CTR is an important metric in your account
settings. It measures how many people who have seen your ad click through to
your link destination.
12.
Landing Page -
Your landing page is
the page on your website to which you’re driving traffic from your ad.
13.
Optimization -
Optimization in Google AdWords is
like optimization elsewhere in marketing. It means making the changes in your
ad that get you higher results for your objectives.
14.
Split Testing - Split testing includes A/B and multivariate testing.
It’s a method of controlled marketing experiments with the goal being to
improve your objective results (such as higher CTR’s, increased conversion or
even better Ad Ranking).
Cost
Related Terms
15. Bid
Strategy -
Your bid strategy is basically how you set your bid type to pay for viewer
interaction with your ads.
16.
Daily budget -
Your daily budget is what you’re willing to spend per day per ad. Your
daily cost is based on a daily average per month, so don’t be alarmed if yours
varies from day to day.
17. CPC - Cost-Per-Click is
the most common bid type on Google AdWords.
It means you pay every time a person actually clicks on your ad. You set your
“maximum CPC” in the bidding process, which means that dollar amount is the
most you’ll pay for a click on your ad.
18. PPC - Pay-Per-Click is
the same as CPC.
19. CPM - Cost-Per-thousand
impressions is a bidding method that bases your costs on how many times your
ads are shown (impressions).
20.
Billing Threshold - Your billing threshold is the level of spending that
triggers a charge to you for the ad costs. It applies to automatic payments,
and the threshold level starts at $50. It you reach that within 30 days, you’ll
be billed, and your threshold then raises to $100 and so on.
Ad Creative Terms :
21.
Headline -
Your ad headline is the header of your ad copy. It generally shows up in
blue when your ad is live.
22.
Destination URL - Your destination URL is the landing page your ad is
directed to when it’s clicked. Your destination site can be a specific page.
You can change it for differing ads within ad groups. Your audience does not
see it in the ad.
23.
Display URL -
Your display URL is what shows up in your ad copy. You can keep this simple and
clean to increase your brand recognition, trust, and conversions.
24.
Side ad -
A side ad is the ad that show up on the right hand side of a search
engine results page (SERP).
25. Top
ad -
A top ad is the ad that shows up in a shaded box above the organic search
results.
Setting Up Google AdWords Terms
:
1. Campaign -
An ad campaign on Google AdWords is made up of your ad groups, and has the same
budget, campaign type and your other ad settings. It’s generally what you first
set-up when you advertise, and it helps you organize your different paid
advertising efforts. You can run multiple campaigns at any time from your
Google account.
- “Search
Network only” (which means Google search only)
- “Display
Network only” (which means your ad shows up in Google’s Display network of
websites, videos, YouTube, Blogger and more. This is also known as
AdSense)
- “Search
Network with Display Select” (which is a combo of search and display)
If you have a Google Merchant Center account
and want to use Product Listing Ads, you can also choose “Shopping” as a
campaign type.
10. Call to Action (CTA) - A CTA is literally the action you want your searcher to
take. Good CTAs in your ads are short, action oriented words such as “Buy”,
“Get”, “Act Now”, etc.
15. Bid Strategy - Your bid strategy is basically how you set your bid type
to pay for viewer interaction with your ads.
Ad Creative Terms :
21. Headline -
Your ad headline is the header of your ad copy. It generally shows up in
blue when your ad is live.
About keyword matching options :
(1)Using broad match:
When
you use broad match, your ads automatically run on relevant variations of your
keywords, even if these terms aren't in your keyword lists. This helps you
attract more visitors to your website, spend less time building keyword lists,
and focus your spending on keywords that work.
Example
Broad match keyword:
|
Ads may show on searches for:
|
low-carb diet plan
|
carb-free foods
low-carb diets low calorie recipes Mediterranean diet plans low-carbohydrate dietary program |
How broad match can help you
You can set any or all of
your search-targeted keywords to broad match to help you do the following:
(2)Using phrase match:
With
phrase match, you can show your ad to customers who are searching for your
exact keyword and close variants of your exact keyword, with additional words
before or after. Phrase match is more targeted than the default broad match, but
more flexible than exact
match. It
gives you more control over how closely the keyword must match someone's search
term so your ad can appear.
How phrase match works
With
phrase match, your ad can appear when people search for your exact phrase, even
if they include one or more words before or after it. We'll also show your ad
when someone searches for a close variant of your phrase match keyword. Close
variants include misspellings, singular and plural forms, acronyms, stemmings
(such as floor and flooring), abbreviations, and
accents. Word order is important with phrase match, meaning that your ad won’t
appear if someone enters an additional word in the middle of your keyword.
Example
Phrase match keyword:
|
Ads may show on searches for:
|
Ads won't show on searches for:
|
"tennis shoes"
|
red leather tennis shoes
buy tennis shoes on sale red tenis shoes |
shoes for tennis
tennis sneakers laces |
(3)Using exact match:
With
exact match, you can show your ad to customers who are searching for your exact
keyword, or close variants of your exact keyword, exclusively. Of the four
keyword matching options, exact match gives you the most control over who sees
your ad, and can result in a higher clickthrough rate (CTR).
How exact match works :
With
exact match, your ads will appear when someone searches for your exact keyword,
without any additional words before, after, or in the middle of your keyword.
We'll also show your ad when someone searches for close variants of your
keyword. Close variants include misspellings, singular and plural forms,
acronyms, stemming (such as floor and flooring),
abbreviations, and accents.
Example:
Exact match keyword
|
Ads may show on searches for
|
Ads won't show on searches for
|
[tennis shoes]
|
tennis shoes
tennis shoes |
red tennis shoes
buy tennis shoes |
