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Basic Adwords terminology

Views:0     Author:Site Editor     Publish Time: 2016-06-28      Origin:Site Inquire

Click: Definition

When a user clicks on your ad (such as the blue headline of a text ad), AdWords will record a click.

  • Even if this user may not actually be on your site because it’s temporarily inaccessible, we will still record a click. Therefore, the number of ad clicks you see may differ from the number of website visits.
  • Based on the number of clicks, you can see how attractive the ads are to users. Relevant and targeted ads are more likely to get clicks.
  • In your account statistics, you can see theCTRTo show how many users who saw your ad last clicked on the ad. Using this metric, you can assess the attractiveness of your ad and how well it matches your keywords and other targeting settings.
  • Please note that the ideal CTR is related to your advertising content and the advertising network. To get more clicks and higher click-through rates, write compelling ad text and use precise keywords to create highly relevant and attractive ads for customers.

Keywords: Definition

The words or phrases you choose to describe your products or services can help the system determine when and where to display your ads.

  • The keywords you choose are used to show your ads to users. Please choose high-quality, relevant keywords for your campaign, as this will help you focus on the most interested users, who are more likely to be your customers.
  • When users search on Google using search terms similar to your keywords and your keyword match type, your ads may show. In addition, the system will place your ads on the Google advertising network website related to your keywords and ads based on your keywords.
  • An ideal keyword list can improve your advertising performance and reduce costs, while poorly performing keywords will eventually increase your advertising costs and lower your ad position.
  • You can add keywordsMatch type, Which helps control which search terms your ad can match.

Campaign: Definition

By a group using the same budget, location targeting, and other settingsAd group(Advertising, keywords and bidding). Campaigns are often used to categorize the products or services you provide.

  • An AdWords account can run one or more campaigns.
  • Each campaign contains one or more ad groups.
  • The settings you can make at the campaign level include budget, language, geographic location, scope of placement on the Google network, and more.
  • You can create different campaigns, run ads in different geographic locations, or use different budgets.


Ad group: definition

An ad group contains one or more ads that target a set of keywords.

  • Each campaign is composed of one or more ad groups.
  • You can use ad groups to organize your ads by a common theme. For example, you can divide ad groups by different product or service types.


Max CPC bid: definition

This bid is set by you, and it refers to the maximum amount you are willing to pay for each click of your ad.

  • If a user clicks on your ad, the cost of this click will not exceed the maximum CPC bid you set. For example, if you set the maximum cost-per-click bid to RMB 2 yuan, you will never pay more than RMB 2 for each click received by your ad. The actual amount you pay is calledActual cost-per-click, It will appear in the \"Avg. CPC\" column of your account.
  • In general, the higher the bid, the higher the position of the ad on the page.
  • What you need to choose is to adoptManual bidding(Your own choice of bid amount) or useAutomatic bidding(You set a target daily budget, and the AdWords system will automatically adjust the maximum CPC bid for you, and help you get as many clicks as possible within that budget.) With manual bidding, you need to set a maximum CPC bid for the entire ad group, but you can also set different bids for specific keywords.

Daily budget: definition

The amount you set for each campaign is used to specify the average cost you are willing to spend each day.

  • You can set an average daily budget for each AdWords campaign, and the system will show as many ads as possible within your budget.
  • If your budget is exhausted, your ads will usually stop showing for the rest of the day. The rate at which your ads are displayed throughout the day is selected by youAd serving optionsDecide.
  • On a specific day, we may charge you less or slightly more than your average daily budget. To help ensure that your ads can show more on the most popular days, your daily budget will be used as an average: on a certain day, your advertising costs may exceed your daily budget (up to No more than 20%), but on other days, your advertising costs will be limited to a lower amount to make up for the previous over-expenses. This situation is calledOverdelivery
  • However, in a billing cycle, the system will never charge you more than your daily budget multiplied by the average number of days per month (approximately 30.4). For campaigns that are paused in the middle of the month or are unable to run for the entire month due to other reasons, there may be inconsistencies between your average daily budget and the total cost.


Destination URL: Definition

The URL that users reach after clicking your ad.

  • The domain of the destination URL must match the domain of the display URL.
  • The destination URL will not be shown in the ad (the URL shown is your display URL).
  • During the URL upgrade process, the final URL will replace the destination URL. Currently, you can still choose to use the final URL or destination URL as your landing page URL.

Display URL: Definition

The URL displayed with the ad is usually displayed in green text.

  • The display URL that appears in the ad is prefixed with \"www.\" and uses lowercase letters (even if you enter capital letters). If your URL starts with a subdomain, the display URL can include the subdomain (for example, \"support\" in \"support.google.com\").
  • The display URL gives the user a general idea of ​​which website they will enter after clicking on the ad. The landing page you specify via the final URL is generally more specific. For example, if the display URL is \"www.example.com\", the final URL can be \"example.com/sweaters\". The domain name of the display URL (\"example.com\" in this example) must match the domain name of the final URL.
  • Google can only display a maximum of 35 characters in the display URL (or 20 characters in the case of WAP mobile ads). If the length of the display URL exceeds this limit, it will be displayed in a shortened form.

Relevance: Definition

The degree to which the campaign elements match the information the user is looking for.

  • Your ads and keywords should be directly related to the content on your website (especially the landing page of the ad). When users see your ad, they should be able to understand what products, services, or other content can be found on your website.
  • To encourage you to create relevant campaigns that accurately describe your products or services, AdWords uses a relevance-based pricing system. Relevant ads, keyword lists, and landing pages usually allow you to get a higher ad position on the page, and may also reduce the fees you pay for it.
  • The correlation isQuality scorePart of the formula, Google uses this formula to evaluate whether your ads, keywords, and websites are useful to users. Ads with high relevance usually get a higher quality score.

Impressions: Definition

The frequency with which the ad is displayed. Each time your ad is displayed on a search results page or other website in the Google advertising network, it counts as an impression.

  • As long as your ad is displayed on Google or the Google advertising network, it counts as one impression.
  • In some cases, only a portion of your ads can be displayed. For example, in Google Maps, we may only display your business name and location, or only your business name and the first line of ad text.
  • However, if the user usesGoogle InstantPerform a search and the system will record an impression when one of the following occurs:
    • Users start typing search terms and then click anywhere on the page (such as search results, ads, or related searches)
    • The user enters the search term and then clicks the \"Search\" button, or presses the \"Enter\" key, or selects a prediction from the drop-down menu
    • The user stops typing and the search results are displayed for at least 3 seconds
  • The system will display \"Impressions\" in your account to indicate the number of impressions your ad received.

Landing page: definition

The web page that the user finally arrives after clicking the ad. The URL of this page is usually the same as the final URL of your ad.

  • You can specify one for each adFinal URLTo determine the landing page that users go to when they click your ad.
  • Google policy states that landing pages areDisplay URLThe domain name (the page displayed in your ad) must be the same.
  • Landing page experienceIt is one of the factors that determine the keyword quality score. The landing page experience can be reflected in the usefulness and relevance of web page information, the user's ease of browsing, and the number of links on the web page.

Definition of Quality Score

Quality score is an estimate of the quality of ads, keywords, and landing pages. Higher-quality ads can get a better ad position at a lower price.

  • You can view your Quality Score (on a scale of 1-10) and its components (expected CTR, ad relevance, and landing page experience) in the \"Keyword Analysis\" field of your account.
  • The more relevant your ads and landing pages are to users, the higher your Quality Score may be.
  • Quality score is a comprehensive assessment of your overall performance in the ad auction,Not used as a basis for determining ad ranking during the auction process

Final URL: Definition

The URL that users reach after clicking your ad.

  • The domain name of the final URL must matchDisplay URLKeeps the domain name consistent.
  • The final URL will not appear in your ad (the URL shown in the ad is your display URL).
  • During the URL upgrade process, the final URL will replace the destination URL. At this time, you can still choose to use the final URL or destination URL as your landing page URL.
  • If you use tracking information, enter the information in the tracking template. Cross-domain redirection is not allowed in the final URL.

AdWords: Definition

Google AdWords is Google's online advertising program. With AdWords, you can create online ads and display them accurately when users are interested in the products and services you provide.

  • You can use Google AdWords to promote your business, increase sales of products or services, increase awareness, and increase website traffic.
  • AdWords accounts are managed online, so you can create and change your campaign at any time, including ad text, settings, and budget.
  • We do not set minimum spending requirements, and allow you to set and control your budget. You can choose where to place AdWords ads, set your own budget, and easily evaluate the effectiveness of your ads.

Google Account: Definition

A set of usernames and passwords can be used to access many Google products including AdWords.

  • Google accounts also contain information that applies to all Google products, such as your preferred language and certain privacy settings.
  • If you have already created an AdWords account, or have logged in to use any Google product before, you already have a Google account.
  • You can visit at any timegoogle.com/accountsAnd log in to your Google account to view and change the information.

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