Glossary » Paid Search

AdGroup

admin — Mon, 17 Aug 2009 10:27:59 +0000

Within Google’s Adwords programme an Adgroup is a group of keywords which all show the same advert / variety of adverts. It is important to create tightly targeted Adgroups, so that you can then created targeted ads which will appeal to users who are searching for the keywords / phrases which you are bidding on.

See also: Adwords

Adwords

admin — Mon, 17 Aug 2009 16:26:27 +0000

Adwords is Google’s paid search advertising programme. For more information see https://adwords.google.co.uk/

Bid Management Tool

admin — Tue, 18 Aug 2009 10:43:44 +0000

As paid search campaigns become increasingly complex, some advertisers elect to utilise bid management tools to assist them in managing their spend. These tools integrate with analytics packages – to amend bids according to conversion rates and ROI; and / or stock control systems (in the case of e-tailers) to ensure clients are not bidding on terms pertaining to items which are out of stock.

Bidding

admin — Tue, 18 Aug 2009 10:44:55 +0000

Within an auction environment participants place bids (essentially state how much they are willing to pay for a given item). With reference to paid search advertisers bid (i.e. state the maximum they are willing to pay) on a per click basis for someone who is searching for a particular keyword or search term.

Branded Keywords

admin — Tue, 18 Aug 2009 11:05:35 +0000

This refers to any keywords which contain a brand e.g. ‘Cheap iPod’. When building a paid search campaign many advertisers elect to bid on a variety of generic and branded terms.

Broad Match

admin — Tue, 18 Aug 2009 11:09:46 +0000

One of the keyword matching options available via Google Adwords. As the name suggests this option if selected, will display your ads when the broad matched keyword appears anywhere within a given search query. It will also show for common misspellings and for synonyms.

Click Through Rate (CTR)

admin — Tue, 18 Aug 2009 11:53:45 +0000

Refers to the rate at which users click through, normally expressed as a percentage. This metric is often used in reference to pay per click (PPC) ads.

See Also: Clickthrough, Pay Per Click

Clickthrough

admin — Tue, 25 Aug 2009 10:02:42 +0000

Refers to a user’s interaction with an ad. If they click through they are redirected to a new page pertaining directly to the advert which they have clicked on.

See Also: Click Through Rate, Pay Per Click

Dayparting

admin — Tue, 25 Aug 2009 13:18:01 +0000

Commonly used in paid search campaigns, dayparting is the process of turning ad campaigns on or off based around either your business needs, or your users behaviour. For example if you only man your phone lines from 9am-5.30pm and you are running a paid search campaign which generates calls, then it makes sense to only run paid search ads between the hours of 9am-5.30pm.

Demographic Targeting

admin — Tue, 25 Aug 2009 15:44:40 +0000

A term often coined in direct mail, email and advertising; demographic targeting refers to the process of targeting your messages based on specific characteristics or behaviours displayed by your desired audience. This may include, age, gender, location etc. Currently Google Adwords and Microsoft AdCenter allow you to demographically target paid search ads.

See Also: Geo-Targeting