google adwords guide

Before listing the abbreviations of AdWords, we rather should start with the AdWords word itself as it is the short form of Google Ads; the online advertising system undertaken by Google.

In marketing search world, marketers should chose keywords that browser or searcher might use on Google.  Promoters bid to guarantee appearance in Google’s search results with the click of the searcher and that’s how Google makes money from its search engine feature.

Now let us try to register AdWords Abbreviations; that might help you as a quick guide:

Average Position is one of the search metrics; it assigns the ad rand of your big against your competitors.  General speaking if your ad position falls between 1 to 3, this means it appears in the top 3 positions.  The larger your ad position is; the further down your ad is displayed.

For more detailed direction and control of your ad, Board Match Modifier is used to enable you to match certain keywords and phrases that should appear to activate and trigger your ad.

You ought to use ‘+’ a plus sign prior of your keywords to make it modified e.g. +keyword

Marketers mostly analyze the browsers who leave or bounce away from their webpage swiftly and not staying enough to view other pages within; and evaluate their percentage!

Bounce Rate is the integrating and becoming more relevant within AdWords.

Bounce Rate:

  • 26 – 40 % is excellent
  • 41 – 55% is roughly average
  • 56 – 70% is higher than average
  • <70% is disappointing for everything; outside of blogs

When talking money; we should know how much you’ve spent to acquire a new customer!

CAC can be calculated by dividing engaged costs to acquire more customers (as marketing expenditure) ÷ by the customers number obtained in the same period of time you’ve spent that amount.  This is economically important as Customer Acquisition Cost is related to customer lifetime.

Predicted out of the net profit a business would attribute and derive from their full-length relationship with a customer.  This assists the business to come out with methodologies to acquire new customers and maintain their current ones!

Conversion (s) is the association action of a Google search user when clicking your ad, the specific response that you consider a valuable or target one is an insight of converting this into more than the browsing stage!  Examples of CONV are: a phone call to your business, an inquiry, a web-form submission or an online purchase.

Cost Per Acquisition or Cost Per Action is the formula the marketers measure by; the combined cost for acquiring one genuine and paying customer which reflects the marketing strategy success.  CPA is calculated by: dividing the total associated marketing cost ÷ by the number of new acquired customers.

Users might not know that a mouse click means a lot to webpages instead developers and marketers do! Yes CPC or Cost Per Click is paid when a user clicks on an ad. CPC is a paid advertising term for the cost a publisher pay on search engines as Google Display Network for AdWords.

Advertisers might only be interested to pay for factual and active engagement. Cost-Per-Engagement , is the average amount that you’ve been charged when a user actively engage with your ad as lightbox ad (a type of expandable ad to a very large size as videos or image galleries).

As the advertiser or publisher reward is the browser engagement, Cost-Per-Lead is a form of performance-based advertising. CPL is an online advertising payment model where advertisers pay only for genuine customers or users, same as CPA (Cost Per Acquisition).

CPM is an advertising measurement method that marketers use to identify the cost or price of 1,000 advertisement impressions on one webpage.

In 2012, Google AdWords added a new bidding option on their paid search listings; Cost Per Phone Call or CPP.  The CPP appealed mostly to the selling services websites along with the product sales ones.  It is a powerful, detectable and traceable way on the ad, when posting a phone number and the advertisers is charged on every call he/she receives on this number; as the bar of “click here to call’ for example !

The Cost Per View bidding option of AdWords is only available when the advertiser choose to run Trueview Video Ads. CPV is a bidding method for video campaigns; the amount you pay when a viewer watch a 30 seconds or less (if the video duration is less than 30 seconds) or interacts with the video; whichever comes first. CPV is a good advertising opportunity that facilitates a platform for ecommerce sellers to connect with their target audience.

In the internet world marketers live in; their aim is to convert the browsers to genuine customers.  Conversion Rate or CR is the ration or percentage of users who take a needed action on a webpage versus those who don’t ! e.g. if you had 15,000 visitors and 3,000 conversions last month, your conversion rate is 20%

CRO is the process of your webpage users when completing the set goal of your ad and increase their percentage.  CRO involves a close monitoring your webpage users or visitors and their actions, whether taking the desired interaction or what made them not to meet the advertiser objectives, with a mouse click.

To guide your target audience is important once they browse your webpage.  CTA is a marketing term that tells your browser to take an immediate action with a click and encourage them for response; by displaying words or phrases that encounter with sales scripts, advertising messages or web news.  Call To Action might be a more compelling ad text that enhances your chance of receiving the aimed ad click.

The success of any advertising or marketing campaign is measured through the rate of which users ‘click through’ to your site from an AdWords ad.  The Click Through Rate or CTR percentage reflects the number of clicks that your ad receives divided ÷ by the number of times your ad is presented.

Destination URL is simply the address of your webpage browsers reach when they click one of your ads.  The URL address of the page in your website is the final destination of your browser.

Based on the customer’s search keywords, the DKI or Dynamic Keyword Insertion; allows you to dynamically insert an AdWords keyword into your ad copy; making it appears more relevant and useful.

Advertisers like to check regularly the success of their ad and measure the different kinds of costs per click; whether their expenditure and effort is worth the money or not!  ECPC is an automatic; instead of manual; bidding feature that raises your bid for clicks that appears more likely to lead to conversion on your website.

Digital marketers use multiple performance metrics to assess their advertising campaigns.  Don’t get confused between CPM and eCPM or reason to use eCPM is that advertisers can integrate multiple buying models for their performance metric.

Site owners measure their earnings generated by their campaign closely. Earnings Per Click or EPC is a familiar payment model and a formula to work out to know the earnings you generate per person who clicks on your ad.

Google works on a complex ad system and has agreements with the most wide and effective websites of more than 2 million!  Google Display Network of GDN is where the advertisers display their ads.

Impression Share or IS is a highly important metric within Google AdWords.  IS is the actual number of Impressions you have received, divided ÷ by the approximate number of impressions you were capable and eligible to receive.

KPI is a business metric that is used to appraise aspects and elements that are significant and influential to the success of any organization or to evaluate a particular activity in which it engages.

Key Performance Indicator in Google AdWords is used to analyze performance of selected search advertising methodologies; as Quality Score, Click-Through-Rate, Conversion Rate, Return on Ad Spend and Customer Lifetime Value.

Advertisers are after high traffic on their webpages, accordingly they have to study the browsers’ interest and the keywords on their searching trip.  So, KW are the words or phrases describing your product or service to assist the user to determine where and when your ad would be his/her destination.

A post-click point is an indication of a step to redirect the visitor and increase conversion.  LPO or Landing Page Optimization is a stand-alone page that you post to present relevant information, design to persuade visitors to convert.

Same as CLV (Customer Lifetime Value) LTV (Lifetime Value) is a prediction of net profit assigned to the whole upcoming relationship with a customer.

NKW is a powerful tool that tells Google which phrases/words you don’t want your ads to get trigged or appear for.  It is a cost-saving mechanism as you decide which clicks you don’t want to pay for!

PLA are used by ecommerce sellers mainly, they are online advertisements the merchants pay for on a Cost Per Click (CPC).  It allows you to exhibit your product’s images, prices and description.

It is a digital advertising version used to navigate traffic to websites.  It is an e-marketing model in which advertisers pay a fee each time their ads are clicked!

It is the cost per qualified action in other words.  PPL is that marketers get money for every lead they generate; based only on experienced leads.

Google uses PR which is an algorithm that measures the importance and value of a page in term of quality and quantity of other related linked pages; this is the rank the webpage.  PageBank was named after Larry Page; one of Google founders.

Is the number of phone calls received divided ÷ by the number of times your phone number is shown (Phone Impressions); same was as CTR (Click Through Rate).

Quality Score is a categorizing system that is used by Google AdWords to ascertain if your ad is qualified to be posted in the sponsored space of the search results, the position (where) and the payment allocated.  Quality Score shown on a 1 – 10 scale, with 10 being the best.

It is a revenue-base metrics in the digital marketing world; it is used to evaluate the effectiveness of your marketing campaign and the revenue the advertisers received for every dollar they’ve spent!

SERP are the webpage that search engines display after a searcher inputs a question or query into their platform.

It is used to fine-tune keywords so that only related searches cause your ad to show.  STR is a list of search terms that browsers used before landing and noticing your ad and clicking it!

A visitor shown your ad but did not click it, but in other circumstances this visitor returns and convert, VTC counts those customers.  VTC takes place after an impression, if the user doesn’t interact first with the ad, but later converts.

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