Digital Glossary

This type of campaign encourages people to install your app.

Advertising Policies provide information about what kinds of ad content and practices are allowed or not allowed on the site.

A Google owned program that is used by advertisers to place ads on Google search results pages, on Youtube, and on Google ad network sites. Adwords is the primary platform for PPC advertising.

“Avg. viewable CPM” is the average amount you’ve been charged for 1,000 viewable impressions on Video and Display Network ads.

The market for digital advertising space, run via computerized auctions that bring together both parties (advertisers and publishers) of the transaction.

Average cost-per-view (avg. CPV) is the average amount you paid each time someone viewed your video ad. It equals the total cost of all views divided by the total number of views. This differs from maximum CPV, which is the most you're willing to pay for an ad view.

Grouping of all your specific ads activity. Your ad account includes different campaigns, ads and billing information.

Models of how conversion credit is applied to ads or campaigns based on the ways users interact with ads.

It's a method of assigning full or partial value of an action to various touchpoints along the customer journey. There are several different types of attribution models that marketers use such as first-touch, last-touch, time-decay, , position based and multi-touch attribution models.

A place for advertisers to create advertising campaigns and select where to show their ads from the available inventory. Google & Facebook are two of the largest ad platforms

marketing activity that moves customers to the next stage; in performance marketing, growth marketing, demand generation and sales, this typically means a short-term sales cycle

The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule.

This is a type of performance-based marketing where a brand rewards affiliate partners for each website visitor or customer brought by the affiliate’s own advertising efforts. Affiliates typically receive discounts or payments based on the number of visitors or customers they bring.

The average cost for every 1000 impressions that are received. This is measured by dividing the total cost of advertising by the number of impressions then multiplying by 1000.

Ad servers are automated servers that help you request, bid on, and place your ads on websites, as well as monitor the progress of each campaign. For advertisers handling billions of data per day, ad servers make it easy to select the ads with the most potential and place them on appropriate websites.

A campaign that focuses on getting returning users to open or update your app.

Average target CPA is the average target that your bid strategy optimized for over the selected time period.

This average includes device bid adjustments, ad group target CPAs, and any changes you've made to your strategy target over this time period.

The value amount of money (typically revenue) that customers spend per visit.

It is the average amount you've paid per interaction.

How it works: This amount is the total cost of your ads divided by the total number of interactions.

Example: If there are two interactions with your ad, one costing $0.30 and one costing $0.40, your average cost for those interactions is $0.35.

A tool that allows you to see all the other domains entering the same Google ad auctions at the campaign, ad group, and keyword level. Additionally, they give you information on how well your ads are performing in comparison to the different advertisers’ domains.

the act of scheduling particular advertisements in order and tailoring your next advertisement according to the user’s actions on the first advertisement, to increase conversions.

This column shows the number of ad changes, such as adding or deleting an ad, that have been made during your selected date range.

How it works: Click the number to see each change displayed in your change history.

Good to know: Changes made yesterday are displayed after 10am (PST) today.

Average target ROAS is the average target that your bid strategy optimized for over the selected time period.

This average includes ad group ROAS targets, and any changes you've made to your strategy target over this time period.

"Ad relevance" measures how closely your keyword matches the message in your ads. A below average score may mean that your ads are too general or specific to answer the user’s query, or that this keyword isn’t relevant to your business.

Ad relevance is one component of your keyword’s overall Quality Score.

A metric in Google Adwords that helps advertisers understand where, on average, their ads are showing in Google search results pages. There are usually 4 available ad slots at the top of a search result page (where 1 is the first ad, 2 is the second ad, etc), so for the best results advertisers typically want an average position between 1-4. Average position 5+ indicates that your ads are showing at the bottom of the search results page.

Allow you to define conditions to automatically make changes to your campaigns, ad groups, keywords and ads. (i.e. pausing keywords that have received less than 100 clicks and zero conversions).