May 09, 2018

PPC - AdWords - SEM Glossaries

Adwords API

The Google AdWords API lets developers build applications that interact directly with the Google AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage their large or complex AdWords accounts and campaigns.

Adwords Editor

AdWords Editor is a free, downloadable application for managing your AdWords advertising campaigns. AdWords Editor can help you save time and make it easier to make changes in bulk.

Bounce Rate

Refers to the percentage of a given page’s visitors who exit without visiting another page on the same site.

Below First Page Bid

This is a keyword status which alerts advertisers that their Max CPC Bid is very low. This results in your ads showing on the 2nd page of Google search results.

CPC - Cost per Click

This is a maximum amount an advertiser is willing to pay for a paid click on ads. This pricing model works both on Google's Search and Display network.

CPM - Cost per 1000 Impression

This is a maximum amount an advertiser is willing to pay when the Ad is shown 1000 times on Google's display network. Works only on GDN.

Click-Through Rate (CTR)

The percentage of people who actually click on a link (e.g., in an email message or sponsored ad) after seeing it.


The desired action was taken by a website visitor, such as making a purchase, registering for an event, subscribing to an e-newsletter, completing a lead-gen form, downloading a file, etc.

Cost-Per-Acquisition (CPA)

Represents the ratio of the total cost of a pay-per-click (PPC) campaign to the total number of leads or customers, often called “CPA” or “conversion cost.”

Dynamic Search Ads

Dynamic Search Ads let you target searches automatically. For standard text ads, you choose the keywords for an ad. With Dynamic Search Ads, your ads and keywords are automatically generated based on the content of your landing page.

Dynamic Keyword Insertion

This feature enables us to insert our triggered "Keyword" into the text of our triggered Ad. Mostly used in the Headline.

GDN - Google Display Network

GDN is a network of millions of Web sites, Apps (Android & iOS), Gmail & Youtube. A website like Blogs, forums, portals etc registers on AdSense to join Google's Display Network.


An instance of an organic search-engine listing or sponsored ad being served on a particular Web page or an image being viewed in display advertising. In paid search, “cost-per-impression” is a common metric.

Landing Page

A stand-alone Web page that a user “lands” on, commonly after visiting a paid search-engine listing or following a link in an email newsletter. This kind of page often is designed with a very specific purpose (i.e. conversion goals) for visitors.

Organic Listings

Also known as “natural” listings, these are search-engine results that have not been purchased. They are calculated solely on the merits of the listed pages. Typically, most search engines will display several sponsored ads related to search terms before displaying the non-paid listings.

Search Query - Search Term

This is the word or term user uses to search on Google. For example, "Digital Marketing Course" is one Query. The query is then matched with an advertisers Keywords to trigger Ads.


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