Activation Fee
This is a one-time fee payable to Google
when you start an
AdWords account.
If you open an account
in UK pounds, the
cost is £5.
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Actual Cost per
Click
This is
the amount you have
actually paid for
a click. Your actual
CPC will be less than or equal to the maximum CPC you
specify for a particular
keyword.
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Ad Group
In every campaign, there is at least one Ad Group. This is
where you have your
keywords and adverts.
Don't make the mistake
of having lots of
different keywords
in one Ad Group
because they have
to be relevant to
every ad in there.
You could picture Ad Groups like a sealed box with keywords
and ads thrown in
there. You have
to make sure that
when you shake it
about, each keyword
is still relevant
to the ad it's fallen
next to.
OK that's a bit abstract, but if you need help, give us a
call on 0208 819
2632.
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Ad Scheduling
This is a feature
which allows advertisers
to control what
time in the day,
and which days in
a week their adverts
are displayed. It also allows advertisers to bid larger or
smaller percentages of their AdWords budget at certain times.
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Advert
See text ad.
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Advert Approval Status
- Disapproved
Adverts
can be disapproved
automatically or manually due to
a variety of reasons.
For more information,
call us for some
free advice on 0208
819 2632.
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AdWords Professionals
An AdWords Professional is someone who has:
- Taken and passed
the Google AdWords
exam
- Managed at least £500 of expenditure on Adwords
- Run an account for at least 3 months
The next level up for a company is to become an AdWords
Qualified Company.
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AdWords Qualified Company
An AdWords Professional Company is an organisation which
has:
- Two or more AdWords Professionals
- Managed at least £250,000 of expenditure on Adwords
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Campaign
A campaign
is the highest level
in an account. Every
account will have
at least one campaign
and it is on a campaign
level where you
can set daily budgets,
language and geographical targeting preferences.
Each campaign
contains one or
more Ad Groups.
To learn more about
the structure of
an AdWords account, why not book a consultation with
one of our AdWords
Professionals.
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Campaign Negative
Keywords
Campaign
negative keywords
are negative keywords which
apply to an entire
campaign. They
should be used when
negative keywords apply to
all keywords in
a campaign.
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Click
This is
when someone clicks
on your advert (and
is taken to your
website).
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Clickthrough Rate
(CTR)
This is
a statistic used
to determine how
targeted adverts are
to keywords and also determines your Cost per Click (CPC).
It is found by dividing
the number of impressions your
keyword or Ad Group receives
by the number of clicks it receives. If you have an
unusually low CTR
it could be because
adverts have a low
keyword density
and are not relevant
to the keyword it
appearing for. High
CTRs for a keyword
or Ad Group will
lower you Cost per
Click because Google
will see your adverts as more relevant.
To learn more about
to improve your
CTR, why not book a consultation with
one of our AdWords
Professionals or see
our article "How
can I improve
my CTR?" for some great tips.
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Client Manager
If an AdWords Professional or an AdWords
Qualified Company is managing your AdWords account,
they are your client
manager.
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Content Targeted Network
The content network is a network of websites where
your adverts can
show. By default,
your adverts will
show on the content
network but often
the cost per conversion from the content
network can be really
high. We usually
turn it off asap
although it's
ok to use it when
you want to increase
brand awareness.
Bear in mind that
you'll get a really
low CTR with the
content network
enabled, but the
CTR that arises
from the content
network doesn't
affect your quality
score, i.e. your
CPC.
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Conversion
A conversion
is defined as an
action that a user
performs on your
website that is
of value to you.
This could be when
someone makes a
purchase, signs
up to a newsletter
or sends you an
enquiry.
Conversion
tracking plays an
important role in
running a successful
Google AdWords account.
Without it you are
really running blind because it's impossible to know which
keywords are converting into sales and which aren't.
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Conversion Rate
This is a statistic which is calculated
by dividing the
number of conversions
a keyword, Ad Group
or campaign receives
by the number of
clicks it receives.
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Conversion Tracking
If you track conversions you are using conversion
tracking. You can
track conversions
by installing a
code onto the thank
you page of your
website.
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Cost per click (CPC)
Cost per Click (CPC) is the amount you pay when someone
clicks on your advert.
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Cost per Conversion
This is the amount
you are paying for
each conversion.
If a click costs
£1 and 1 in 10 clicks
ends up in a conversion,
your cost per conversion
is £10.
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Cost-per-thousand
Impressions (CPM)
This
is the amount you
pay for one thousand impressions of
your advert on the content targeted network.
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CTR
See Click Through Rate.
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Daily Budget
This
is the amount which
you allow Google
to spend for clicks
in one day.
Sometimes
Google will exceed
this amount, but
when the month is
over, Google should
have spent only
your daily budget
(on average) for
each day in the
month. If Google
exceeds your daily
budget in a month,
they will refund
your money automatically.
For example, if
your daily budget
is £1 and there
are 30 days in a
month, if Google
spends £30.50 on
your behalf, it
will automatically
refund you £0.50
at the end of the
month.
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Destination URL
This is different
from the display URL. The destination
URL is not visible
to searchers and
its purpose is to
allow advertisers
to send users to
specific pages in
their websites.
For example if you
sell shoes and socks,
the advert that
comes up when someone
searches for socks
should go directly
to the socks page
and have lots of
pretty pictures of socks so that people don't have to go searching
through a site. Editing destination URLs is a great way to
improve conversion rates.
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Display URL
This
is URL that people
see in AdWords adverts
in Google.
You can
increase brand awareness
for your company
by removing the
w's and increasing
keyword density
in the URL. For
example, if someone
searches for dog
treats and an advert
for comes
up for Pooches Ltd,
this company
doesn't need to
write their exact URL
as the display URL,
they can write Pooches.com/DogTreats
instead of www.pooches.com.
This way people
will start to remember
their company name,
the words dog treats
will become bold,
and people will
be sure they've
found what they're
looking for and
they might just
click.
For other
tips on how to increase
your AdWords ROI,
why not book a consultation with
one of our AdWords
Professionals.
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Geo-Targeting
This is a fancy
way of saying geographical
targeting. You can
target your adverts
to show within 10
or 100 miles of
your office, in
certain cities,
in certain areas
(you can plot a
funny shape on a
map), in certain
countries or globally.
This is a great
way to make sure
you only pay for
relevant clicks.
You can edit geo-targeting
settings through
the “edit campaign
settings” button
on the campaign
summary page.
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Google AdWords
This is Google's
advertising program
– where they make
all their money
– and where you
can advertise your
business in the
most targeted, results
driven and cost
effective way ever!
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Image Ads
Image
adverts are paid
for by thousand
impressions not
per click, and they
show on websites
that you select.
We can help you
design great looking
image ads. Call
us on 0208 819 2632
or contact us to
see our previous designs and for a quick quote.
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Impression
If
1,000 people have
searched on Google
using one of your
keywords in the
last week, that
keyword has had
1,000 impressions
this week - simple!
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Keyword
Keywords
are phrases that
are in AdWords accounts
which determine
on which searches
your adverts show.
We
select thousands
of highly relevant
keywords using a
variety of tools
so that you can
capture all of your
target market while
not paying for clicks
from people that
are unlikely to
buy from you.
An
example of a good
keyword for a company
that only sells
flights to Japan
is “flights London
Japan”, a bad keyword
is “Japan” or “flights”,
etc... To find out
if you're wasting
clicks because of
irrelevant keywords, book a consultation with
one of our AdWords Professionals.
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Keyword Matching
Options
There
are 3 keyword matching
options. The default
is broad match and
can be quite dangerous,
and there is also
phrase match and
exact match.
Let's
give an example
with the keyword
"business funding".
This keyword in
exact match will
show ads when someone
types in the exact
words "business
funding", in phrase
match, ads will
show if words are
behind or in front
of business funding,
i.e. "business funding
wales", and broad
match means that ads will
show if any combination
of business funding
is used, i.e. "business
growth funding",
or "funding for
business start-ups".
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Landing Page
This
is the page that
people are taken
to when they click
on your advert.
You can edit this
by changing the destination URL.
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Local Business Ad
These are adverts
that appear when
you search in Google
maps.
We can make
up to 100 local
business ads for
a fixed fee of £29.
Give us a call on
0208 819 2632 or send us
a message to find out more or to get started.
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Maximum Cost-per-Click
(Maximum CPC)
This is the maximum
you are willing
to pay per click.
This can be set
on an Ad Group level
or a keyword level
once you have some
statistics.
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Minimum Bid
The minimum bid is the lowest you could pay for a click.
This depends on
the keywords quality
score.
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Negative Keywords
Negative keywords are keywords which are not relevant to
your products or
services. For example
if you're selling
festival tickets
but not for a particular
festival - say the
Carling Festival,
then having "Carling"
as a negative keyword
would stop your
adverts from showing
when people type
in Carling festival
tickets or Carling
2008, etc.
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Position Preference
Using AdWords, you can set preferences
for which positions
you would like your
adverts to show
at, for example,
from 1 - 3 or 2
- 6, however this
should only be done
after statistics
can be collected
because if you're
not paying enough for the positions
you specify, you're
adverts won't show
at all.
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Quality Score
This is a score
which Google gives
to each of your
keywords and it
is a score of how
relevant each keyword
is.
Very bad quality
scores end up with
keywords becoming
inactive for search,
and going towards
the other end of
the scale, keywords
with a good quality
score have discounted
Cost per Clicks
as Google sees the
keywords as being
more relevant.
Call
us for advice if
your keywords are
inactive for search
– 0208 819 2632.
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Return on Investment
(ROI)
This is
the most important
term to know in
business and it's
the same with AdWords.
In laymans terms,
your ROI is found
by the formula:
[(Revenue
- Cost) / Cost].
The idea is of course
to make more than
you spend but with
AdWords this is
easier said than done so our aim
is to maximise your
return on investment,
so that you're spending
the minimum amount
possible to make
each sale. See our
results for
an idea of how we
could help your
company achieve
it's maximum ROI.
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Search Query
The
search query is
what users type
in when they search
in Google. It's
basically a keyword
but from a searchers
point of view.
For
example, your keyword
might be tropical
flowers but they
saw your advert
by typing tropical
flower delivery.
Tropical flower
delivery would be
the search query.
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Standard Edition
This is the full
version of AdWords
and is highly recommended
for anyone wanting
to make a good return
from AdWords.
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Starter Edition
This is the beginners
edition of AdWords
where everything
is highly simplified.
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Structure
The structure of your AdWords account conveys the
number of campaigns,
Ad Groups and keywords
there are in your
account, and how
they are each arranged.
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Text Ad
When people
say “ad” or “advert”
when talking about
Google AdWords, they generally mean a text ad. This is what
shows up in the Google search results on the right hand side
and sometimes above the normal (organic) listings.
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