• Accelerated advertisement delivery
    Accelerated delivers is a setting that tries to show advertisements more quickly until a specified budget is reached. Advertisements can stop showing early in the day if the budget is exhausted.
  • Active view
    Active view is a technology available on the Display Network websites which allows AdWords to determine if an ad is viewable by potential customers or not.
  • Actual cost per click (CPC)
    The actual cost-per-click is is the final amount charged for a click on an advertisement. Often times, the amount charged is less than the maximum cost-per-click that an advertiser has set.
  • Ad deliveryoptions
    Ad delivery options are those that determine how quickly an advertiser wishes Google to use their budget each day. There are two ad delivery options, standard and accelerated. The standard budget option will spread the budget throughout the day while accelerated budget option will use the budget more quickly.
  • Ad extensions
    Ad extensions are features that allow advertisers to include extra information like an address, phone number, store rating or additional webpage links in their advertisements.
  • Ad formats
    Ad formats are visual enhancements that an advertiser can make that will more prominently display information about the business. These enhancements will often be included in an advertisement and appear above search results. The enhancements can include additional content from the business's website, or relevant third-party content about the business. The most common type of ad formats are ad extensions such as location annotations, or sitelinks.
  • Ad group
    Ad groups contain one or more advertisements that target a shared set of keyword and or targeting themes. For example, ad groups may be separated into the targeting options suitable for the business's different products or services.
  • Ad group bids
    Ad group default bids are bids which set a certain bid amount which applies to all of the keywords and placements in an ad group which don't have their own individual bids. The ad group default bid sets the maximum amount that an advertiser is willing to pay for each click on an advertisement for any specific keyword and or placement without it's own bid.
  • Ad placement
    Placements are locations on the Google Display Network where advertisements are able to appear. Placements can be a website or a specific page on a website, mobile app, video content or even an individual ad unit within a website.
  • Ad position
    Ad positions refers to the order in which the ad appears on a page in relation to the other advertisements on the same page. An ad position of "1" means that the ad is in the first position on the page.
  • Ad preview & diagnosis tool
    The ad preview & diagnosis tool is a tool within the AdWords account that helps advertisers identify why an ad may not be appearing in the search results. It is also a way to preview an advertisement's appearance for specific search terms which helps advertisers see which ads appear for which keywords.
  • Ad rank
    The ad rank is a value used to determine an advertisement's position on a page. It may also tell whether the advertisement will show at all. The ad rank is calculated using the bid amount, the quality score (which is determined by the expected click-through rate, ad relevance and landing page experience), and the expected impact of extensions and other ad formats.
  • Ad relevance
    Ad relevance refers to the keyword status which measures how closely related a keyword is to the message of the advertisement that appears for the specific keyword.
  • Ad rotation settings
    The ad rotation settings determine which ad in the ad group should show. If there are more than one ad in the ad group, Google AdWords will rotate which ad shows depending on the ad rotation setting. There are four rotation settings to choose from: 1) Optimize for clicks - gives preference to ads that expect to attract more clicks than other ads in the ad group, based on historical click through rates. 2) Optimize for conversions - gives preference to ads that are expected to provide more conversions, like purchases and sign-ups, than other ads in the ad group. 3) Rotate evenly - gives equal preference to all active ads in the ad group, regardless of how each ad performs. 4) Rotate indefinitely - similar to the "rotate evenly" setting, this option delivers ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimize.
  • Ad scheduling
    Ad scheduling helps advertisers show advertisements at select hours and or days of the week as well as set bid adjustments to increase or decrease the bids for those specific days and times.
  • AdSense
    Google AdSense is a product which provides website publishers the opportunity to earn money by displaying targeted Google ads on their websites.
  • AdWords
    Google AdWords is Google's online advertising program which allows advertisers to create online search, display, video, and shopping advertisements which can reach prospects interested in their products or services exactly when they're interested in the products and services offered.
  • AdWords API
    The AdWords API is available for developers representing large accounts like agencies and other online marketing professionals in order to build applications that interact directly with the Google AdWords server so they can more efficiently and creatively manage multiple or more complex client accounts and campaigns.
  • AdWords editor
    The AdWords Editor is a free, downloadable application used for managing the AdWords advertising campaigns.
  • AdWords promotional code (coupon)
    The AdWords promotional code coupon or voucher is a credit which can be added to an advertiser's account once they meet the necessary criteria.
  • All conversions
    All conversions is a calculation of all the conversions that AdWords delivers for a business. It includes the data in the conversion column plus the conversion actions that have not been included in the conversions column. It also includes cross-device conversions, store visits, phone calls and more.
  • App extensions
    App extensions allow advertisers to link to their mobile or tablet app from the text advertisements. The viewer will click either the ad headline or a link to the app. The app extension feature is a great way to provide access to the website as well as to the app.
  • Approved
    The approved status is given to advertisements that have been reviewed and are able to run. Whenever an advertiser creates an ad, Google will review the advertisement to ensure that it complies with the advertising policies and is safe and appropriate for viewing. The review is usually completed within 1 business day, but some reviews for more complex advertisements may take longer.
  • Approved (adult)
    The approved (adult) status is given to advertisements when they or it's website is considered to have adult content that may not be suitable for all audiences like nudity, or refer to a sexual activity. The approved (adult) advertisements are still eligible to appear, but only in certain situations.
  • Approved (limited)
    The approved (limited) status is given to advertisements that comply with the Google policies but have limitations as to where and when they are eligible to show. The approved (limited) status may be based on the specifications of the advertising policies and or local legal requirements such as those pertaining to certain types of ads showing only in certain regions, only to certain ages, or only on certain devices.
  • Approved (non-family)
    The approved (non-family) status is given to advertisements that may not be appropriate for all audiences, such as when it or its website contains mature content without nudity or sexually explicit content. FOr example certain alcohol, gambling or dating site advertisements may fall under the approved (non-family) category. These ads are still eligible to appear, but not in all situations.
  • Attribution
    Attribution is the process of assigning monetary credit for sale purchases and conversions to touch points in conversion paths. Attribution allows marketers to quantify each channel's contribution to sales and conversions.
  • Attribution model
    The attribution model is the rule, or set of rules that determines how credits for sales and conversions are assigned to the touch points that belong to a conversion.
  • Auction
    The AdWords auction process occurs with each Google search and decides which ads appear in which order on the search engine listings for that specific search.
  • Auto-tagging
    Auto-tagging is a feature that automatically creates custom URLs to help track offline conversions and report on the advertisement's performance using website tracking programs like Google Analytics. Auto tagging will attach a parameter to the URL people click through to help advertisers determine which ad was clicked for each visit to the website.
  • Automated bid strategy
    An automated bid strategy is a strategy that automatically sets bids for the ads based on the advertisement's likelihood to lead to a click or conversion. There are different types of automated bid strategies which have different purposes such as helping an advertiser increase clicks, visibility in search results, conversions, or conversion values.
  • Automated rules
    Automated rules is a feature which can be set up by clicking the "automate button" found on the Campaigns, Ad groups, Keywords, or Ads tab to automatically make changes to the account's advertisement's status, budget, and bids. It is used in order to decrease the amount of time required to manually monitor the account's campaign metrics.
  • Automatic payments
    Automatic payments is a payment setting which will automatically charge an advertiser the amount they've accrued in their AdWords account either 30 days after their last payment, or whenever the costs reach the billing threshold.
  • Automatic placements
    Automatic placements is a term used in AdWords reporting which reflects the websites, videos and apps on the Display network where the advertisements appear automatically based on the chosen targeting options.
  • Average cost per click
    The average cost-per-click is the average amount that an advertiser has been charged for a click on their advertisement. It is calculated by dividing the total cost of all clicks by the total number of clicks
  • Average position
    Average position is a statistic that describes how the advertisement typically ranks against other advertisements in the search results. The position determines in which order the advertisement will appear on the page. The highest position is "1", and there is no "bottom" position. Generally, positions 1-8 will be on the first page of the search results, while 9-16 will be on the second page.
  • Bid adjustment
    The bid adjustment is a percentage increase or decrease on the bids which allows you to show ads more frequently or less frequently based on how ads perform and or where, when and how people search. The spending on individual clicks may then vary as bids increase or decrease in accordance with the bid adjustments made.
  • Broad match
    Broad match refers to a keyword setting that allows the advertisement to show when someone searches using the exact keyword or a broad variation of the keyword. There are four keyword matching options which allow advertisers to control how closely their keywords needs to match to a search term in order for an advertisement to appear. Broad match is used by default and is the broadest of the four options.
  • Budget
    The budget refers to the daily budget, or the amount that an advertiser has set for each ad campaign to specify how much, on average, they'd like to spend each day. Each campaign has it's own daily budget and the system will then aim to show the advertisements as much as possible until the budget is met. When the budget is reached, the ads will typically stop showing for that day.
  • Budget order
    The budget order option is an option which allows advertisers to specify a set amount of money that they'd like their account to spend over a set period of time. It's available to advertisers that use monthly invoicing as a payment setting. The account will stop running advertisements if the budget is spent or the end date for the budget order is reached.
  • Bulk editing
    Bulk editing is when an advertiser makes an edit to more than one thing in the account at a time. Bulk editing helps advertisers save time by simultaneously updating multiple items in one campaign or across multiple campaigns.
  • Cache
    Cache is a temporary store of data like elements from web pages that you frequently visit or passwords and responses entered in online forms. The data is collected by the Internet browser as the user surfs the web.
  • Call extension
    Call extensions allow advertisers to include a phone number in their standard text ad.
  • Campaign definition
    An AdWords campaign is comprised of a set of ad groups (ads, keywords, and bids) that share a budget, location targeting and other settings. Campaigns are used to organize categories of products or services that a business offers.
  • Campaign status
    The campaign status is a status for the ad campaign which describes whether or not the ads can run. The campaign's status affects all ad groups and ads within it. For example, when pausing a campaign, all of the ads within the campaign will halt from running.
  • Change history
    The change history tool lists changes an advertiser has made within the account during the past two years. Within the change history tool, an advertiser can see details about changes such as when they have paused their campaign, who added a keyword and when, and the amount set for the previous budgets.
  • Channel grouping
    Channel grouping is a roll-up of traffic sources in the Acquisition report that groups the several marketing activities together. Examples of channel groupings are channel name, medium, campaign name and an individual traffic source.
  • Click
    AdWords counts a click when a viewer clicks on an advertiser's advertisement, such as on the blue headline of the ad text.
  • Click-through rate (CTR)
    The clickthrough rate (CTR) is the number of clicks that an ad received divided by the number of times the ad was shown, and is expressed as a percentage. The CTR can be used to gauge which ads and keywords are successful and which need to be improved. A high CTR is a positive indication that users find the ads relevant, a low CTR is a negative indication that the advertisement is not relevant.
  • Content grouping
    Content grouping is a roll up of content in the Behavior reports that allows for users to group several pages of screens of content together into a logical structure to reflect how users think about the site or app. It is beneficial so that users can view and compare aggregated metrics by content group name as well as individual URL, page title or screen name.
  • Contextual targeting
    Contextual targeting is when AdWords analyzes the content of each webpage on the Display Network to determine its central theme, and matches the ad using keywords and topic selections, the language and location targeting set for the campaign, a visitor's recent browsing history and other factors.
  • Conversion
    A conversion is recorded when a user clicks an ad and then takes an action that an advertiser has defined as valuable such as an online purchase or a call to the business from a mobile device.
  • Conversion action
    A conversion action occurs when a specific customer action that an advertiser has defined as valuable to their business, such as an online purchase, a phone call, or an app download is made. Conversion tracking lets advertisers see how advertisements lead to those valuable actions.
  • Conversion page
    A conversion page is a page of the website that a user reaches when they have completed performing a valuable action. An example is the purchase confirmation page. The conversion page is the page that will contain the conversion snippet which will then record the conversion of a purchase or a sign-up.
  • Conversion rate
    The conversion rate is calculated by taking the number of conversions and dividing it by the number of total ad clicks that can be tracked to a conversion during the same time period.
  • Conversion tracking
    Conversion tracking is a free tool that is accessible in every AdWords account which will help advertisers measure how clicks on their ads are leading to meaningful actions such as sales or leads. A conversion occurs when a click on an advertisement leads directly to a behavior that's valuable such as a purchase, newsletter sign-up, a completion of a contact form, or a download of an app.
  • Conversion window
    A conversion window is the number of days after a click in which a conversion will be recorded. A shorter conversion window will reduce the number of conversions in the account. For example, if an advertiser chooses a conversion window of 30 days, then a conversion may happen within 30 days of the user initially clicking on an ad and then completing a conversion.
  • Cookie
    A cookie is a small file that is saved on a user's computer which may contain a user's settings, and other information like how visitors get to and interact with websites. Google uses cookies for remarketing and also to track conversions.
  • Cost Per Acquisition
    Cost Per Acquisition or target cost per acquisition is an automated bid strategy that uses historical information about the campaign to set bids to help get as many conversions as possible at the target cost-per acquisition set. The target CPA will find an optimal CPC bid for the ad each time it's eligible to appear.
  • Cost-per-click
    The cost-per-click bidding strategy is for advertisers that wish to pay an amount for each click on their ad. For cost-per-click (CPC) bidding, advertisers set a maximum cost-per-click bid which is the highest amount they are willing to pay for a click on their ad. The max CPC is the most that an advertiser will typically be charged for a click. Often, the advertiser is charged less.
  • Cost-per-thousand impressions
    Cost-per-thousand impressions (CPM) bidding is used for advertisers that wish to pay based on the number of impressions that their advertisement receives on the Google Display Network.
  • Cost-per-view
    The cost-per-view bidding method is used for advertisers that wish to pay when a viewer watches 30 seconds of their video (or the entire duration if the video is less than 30 seconds) or engages with the video, whichever comes first. Video interactions include clicks on the call-to-action (CTA) overlays, cards, and companion banners. The CPV bid is available to be set to a maximum amount an advertiser is willing to pay for a 30 second view or an engagement with the video. The CPV bid may be set as a default for all TrueView ads in a campaign, or set individually for each advertisement.
  • Custom dimension
    Custom dimensions are user defined descriptive characteristics of data used to describe data not included in the default dimensions in Google Analytics.
  • Customer ID
    The customer ID is a unique, three-part number that's assigned to each AdWords account and is used to identify the AdWords account. It is listed at the top of every page in the account next to the email address.
  • D-U-N-S number
    A nine-digit number, called the Data Universal Numbering System that identifies businesses worldwide. It is used when an advertiser applies for the monthly invoicing payment setting
  • Data set
    A data set is a container that holds the data uploaded to Google Analytics. They are an essential component of the data import feature. There are data set types for user data, cost data, content data, etc..
  • Deep link
    A deep link is a type of destination URL in an advertisement that will take people to a specific page in an application. Deep links are normally made up of two parts: a scheme and host and path. App URIs,which are reformatted deep links include a 3rd part, the app package ID. The scheme is a part of the link that identifies which app to open. The host and path specify the unique location in the app where the content exist. The app package ID is the unique identifier for the app. Deep links are not automatically configured when an advertiser has an app they've created, and deep links work different on iOS and Android devices.
  • Destination URL
    A destination URL is the URL address of the webpage that people reach when they've clicked on an advertisement.
  • Dimension
    A dimension is a descriptive attribute or characteristic of data that can be given different values. Default dimension examples include browser, landing page, location and campaigns.
  • Disapproved
    A disapproved ad is one that cannot run because it violates Google's advertising policies.
  • Display Network
    The Google Display Network is a group of more than a million websites, videos and apps where ads can appear. Advertisements may be automatically placed to match websites and other placements like mobile phone apps when keywords or related targeting options are related to the sites' content.
  • Display partners
    The Google Display partners are sites in the Display Network that partner with Google to show advertisers' advertisements. Advertisers are able to view which display partners have shown their ads by reviewing the automatic and managed placements listed in their campaign views.
  • Display planner
    The Display Planner is a tool within AdWords which can be used to provide advertisers ideas and estimates to help them plan a strategic Display Network campaign. The Display Planner will generate ideas for all the ways in which an advertiser can target in the Display Network which may include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing.
  • Display URL
    The display URL is used to give users an idea of where they will arrive after they click an advertisement. The landing page defined with a final URL is generally more specific and because Google is only able to show 35 character of the display URL, (or 20 characters for WAP mobile ads), sometimes the display URL is shorter or more generic. The display URL appears in the ad with a "www." prefix.
  • Domain
    The domain is the core part of a website's URL (its Internet address). It usually consists of two parts, a name "cherub media" and a category like ".org" which combine to make a domain name.
  • Double serving
    Double serving is a policy that prevents more than one advertisement representing the same business to show at the same time on the search results page.
  • Dynamic search advertisements
    Dynamic Search Advertisements will show content to viewers based on the content of the website. Dynamic Search Advertisements use Google's organic web crawling technology to automatically target relevant search queries based on the website content. Dynamic Search Advertisements appeal to businesses that have content-rich websites, meaning the website features an assortment of products or services, or the products or services tend to change frequently, like seasons products or services, sale items, etc..
  • Eligible
    Advertisements marked as 'eligible' are still under review. Advertisements with the eligible status are allowed on the Google search pages before they're approved, but won't be shown to people who have turned on SafeSearch filtering. Eligible ads cannot run on the Display Network o Search Partners until they've been reviewed and approved.
  • End date
    The end date is a setting that will determine how long the campaign will run. When the campaign's end date arrives, the advertisements will stop running.
  • Ended campaign
    When a campaign has ended it means that it has passed its end date and is no longer running advertisements.
  • Enhanced cost per click
    The enhanced cost per click setting is an optional feature that can help advertisers receive more value from their budget. Enhanced cost per click bidding raises an advertisements bid by up to 30% (after applying existing bid adjustments) or lowers it by as much as 100% each time an ad is eligible to appear, based on how likely the click is to lead to a conversion. The enhanced cost per click option is able to help advertisers reach more conversions while maintaining or even reducing the cost per conversion.
  • Error sites
    The error sites refer to websites on the display network that show targeted advertisements to people who enter the wrong address for a website or try to search in their browser's address bar.
  • Event
    An event is a type of hit used to track user interactions with a website's content. Commonly tracked user interactions with events include downloads, mobile ad clicks, gadgets, flash elements, AJAX embedded elements and video plays.
  • Exact match
    Exact match refers to a keyword setting which allows ads to show only when someone searches for the exact phrase of the keyword or a very close variation of the exact phrase of the keyword.
  • Expected clickthrough rate
    The expected clickthrough rate is a prediction measure of how likely it is that an advertisement will lead to a click when shown. It is irrespective of the ad's position, extensions and other ad formats that may affect the visibility of an advertisement. There are three possible click through rate statuses; average, above average and below average.
  • Family status
    The family status is an approval status given to all advertisements that are appropriate for all ages.
  • Filter
    A filter refers to a mechanism that advertisers can use to restrict the type of campaign data that they see in their account's tables and charts.
  • First page bid estimate
    The first page bid estimate is the bid likely needed to set for an ad to be shown anywhere on the first page of the search results.
  • First position bid estimate
    The first position bid estimate is the bid that is likely needed to be set in order to have an ad be shown in the first position of the first page of search results.
  • Frequency
    Frequency is defined as the average number of times a unique user sees an advertisement in the position of "1" over a given time period.
  • Frequency capping
    Frequency capping is a feature that limits the number of times an ad will appear to the same person on the Display Network.
  • Goal
    A goal is a configuration setting which allows users to measure how well the site or app fulfills the target objectives by tracking the valuable actions, or conversions that happen on the website or mobile app.
  • Google account
    A google account is a google-wide username and password that can be used to access the various Google products and services.
  • Google forwarding number
    The Google forwarding number is a unique phone number generated from Google that will appear with advertisements for the purpose of helping to track calls made to a business from the advertisements.The forwarding number is usually used with call extensions or call-only advertisements.
  • Google My Business
    Google My Business is a product that lets businesses create and manage free business listing in Google Maps so that users are able to see the business when doing a local search.
  • Google Network
    The Google Network is where the advertisements can appear, which includes Google sites, websites that partner with Google and other placements like mobile phone applications.
  • Google+ brand page
    The Google+ brand page is a page on Google+ that allows businesses, products, brands and organizations to create and share content to promote their public identity and interact with others on Google+.
  • Hit
    A hit is an interaction that results in the data being sent to Google Analytics because of a user's behavior. A common example of a hit is when a user loads a page on a website or a screen in a mobile app.
  • Image ad
    An image advertisement is a type of AdWords ad that includes a graphic featuring information about the business, services, or products and is used to promote the business.
  • Impressions
    Impressions refers to the number of times an ad is counted to be shown on the search results page or other sites on the Google Network. Each time an ad appears, it's counted as one impression.
  • In-line editing
    In-line editing is a way to quickly make changes to advertisements, keywords, placements birds, and other information within the performance table without going to a new page.
  • Interactions
    The interactions column shows the main action associated with an ad format, meaning clicks for image and text advertisements, views for video advertisements, or engagements for Lightbox advertisements.
  • Invalid clicks
    Invalid clicks are clicks on advertisements that Google considers to be illegitimate such as unintentional clicks, manual clicks intended to increase the budget costs, or to clicks to increase profits for website owners hosting the advertisements, clicks automated by clicking tools, robots or other deceptive software, or extraneous clicks that provide no value to the advertiser such as the second click of a double-click.
  • Inventory filters
    An inventory filter is an optional setting made at the campaign level to exclude which products in your Google Merchant Center account may appear for the Product Listing Advertisements. Google defaults to match people's searches to relevant products from the entire Google Merchant Center product inventory. When filters are used to define an eligible product grouping, Google will only show products from the Google Merchant Center account that match the product groups defined.
  • IP address
    An IP (Internet Protocol) address is a unique address assigned to every computer or other device connects to the Internet. IP addresses are assigned to the device by Internet Service Providers (ISPs).
  • Keyword insertion
    The keyword insertion tool is an advanced AdWords feature that dynamically updates the ad text to include one of the keywords that matches a customer's search terms. The advertisements will then appear differently to customers depending on their search terms, making the advertisements appear more relevant and useful.
  • Keyword matching options
    Keyword matching options help control which searches trigger an advertisement to show. There are several options: 1) Broad match - allows the ad to show for searches on similar phrases or relevant variations, which include synonyms, singular and plural forms, possible misspellings, stemmings, and other relevant variations. 2) Broad match modifier - allows the ad to show for searches that include broad match keywords or close variations of the broad match keyword. 3) Phrase match - allows the ad to show only for searches that include the exact phrase, or close variations of that exact phrase, with additional words before or after. 4) Exact match - allows the ad to show only for searches that use that exact phrase, or very close variations of the exact phrase and no other words.
  • Keyword Planner
    The keyword planner is a tool that provides keyword ideas and traffic estimates to help advertisers build a Search Network campaign. The keyword planner will retrieve historical statistics like the number of times people have searched for a keyword or how competitive the keyword is.
  • Keyword status
    The keyword status is a state for each keyword that describes whether it will trigger advertisements to run at the moment. There are three approval statuses: 1) Eligible - the keyword is active and able to show it's ads. 2) Disapproved - the keyword cannot trigger ads because it violates the AdWords policy. 3) Site suspended - the keyword cannot trigger ads because the webpage it promotes violates AdWords policy. There are two manual statuses, 1) Paused - the keyword is not triggering ads because it is paused. 2) Removed - the keyword is not triggering ads because the keyword was previously removed.
  • Keywords
    Keywords are words or phrases which describe the products or services offered by a business. They are chosen to help determine when and where an advertisement will appear.
  • Landing page
    The landing page is a webpage where users land when the they have clicked on an advertisement. The URL of the page is usually the same as the advertisement's final URL.
  • Landing page experience
    The landing page experience status is a measure that Google uses to estimate how relevant and useful the website's landing page will be to people who click on an advertisement.
  • Limited by budget
    The limited campaign status is used when the daily budget is lower than the recommended amount. Advertisements aren't regularly showing as often as they could when they are limited by budget.
  • Location targeting
    The location campaign targeting setting helps show advertisements to customers in a selected geographic location. There are options to target to entire countries, areas within a country like cities or territories, or even a radius around a location.
  • Low search volume
    The low search volume status is given to a keyword that has very little to no activity on Google. The keyword will be inactive until its search traffic increases and the keyword can start triggering advertisements to appear for the search term.
  • Managed placement
    Managed placements are selected targeting options which include choice websites, videos, apps, and other locations that are part of the Google Display Network.
  • Manual CPC bidding
    Manual CPC bidding is a bidding method that lets advertisers control their own maximum cost-per-click (CPC) for advertisements. The maximum cost per click is initially set for the entire ad group, but can also be set to have separate bids for individual keywords and or placements.
  • Manual payments
    Manual payments is a setting which allows advertisers to pay for the advertising costs accrued before the advertisements actually run. As advertisements run, costs are deducted from the positive account balance.
  • Maximize clicks
    Maximize clicks is an automated bid strategy that will set bids automatically to help get as many clicks as possible for a given budget. Maximize clicks is not available for 'Display Network only' campaigns with marketing objectives 'Engage with your content,' 'Install your mobile app,' and 'Engage with your mobile app.'
  • Maximum CPC bid
    Maximum CPC bid is a bid that an advertiser sets to determine the highest amount they are willing to pay for a click on their advertisement.
  • Measurement protocol
    The measurement protocol is a standard set of rules for collecting and sending hits from any internet connected device to Google analytics. It's helpful when a user would like to send data to Analytics from a kiosk, point of sales system or anything that is not a website or mobile app. The measurement protocol defines how to construct the hits and how to send them to Google Analytics.
  • Metric
    Metrics are a quantitative measurement of data which can be sums or ratios.They can be individual elements of a dimension which can be measured,for instance the dimension of city may be associated with a metric like population, which would have a sum value of all of the residents in the specified city.
  • Mobile advertisement
    A mobile advertisement is a type of AdWords ad that will appear on webpages and apps that are viewed on a mobile device like a tablet or cell phone. AdWords defines 'mobile' as where the ad can appear, which includes high end mobile devices with smaller screens such as smartphones. There are several types of mobile advertisements which include call-only ads, app promotion ads and more.
  • Monthly invoicing
    Monthly invoicing is a payment setting in which Google provides advertisers a line of credit to use against advertising costs, and the advertiser is then responsible to pay the costs accrued - according to the terms and conditions they have agreed to - using check, bank transfer or other payment method depending on their location. Typically this payment setting is used by large advertisers and businesses.
  • Multiple sign-in
    Multiple sign in is a feature that allows advertisers to sign in to multiple Google Accounts simultaneously.
  • Negative keywords
    Negative keywords are keywords that prevent advertisements from being triggered by a certain word or phrase. For example, "free" can be added as a negative keyword to the campaign which will then prohibit advertisements to showing when a search term includes the word "free."
  • Not serving (video ads)
    All formats of a video advertisement need to comply with the AdWords advertising policy. The not serving status is given to a video ad when all of its formats (headline, description, video, etc.) have been disapproved.
  • Not yet serving (video ads)
    The video not yet serving status is given to a video when it hasn't yet been reviewed by Google. Generally, advertisements will be reviewed within 1 business day.
  • Opening image
    The opening image is a still image that appears on the click-to-play video before someone plays the video.
  • Organic search result
    The organic search result is a free listing in Google Search which appears because it's relevant to someone's search terms. Advertisements above the organic search results appear with a yellow ad box.
  • Overdelivery
    Overdelivery refers to the normal event of accruing more costs in one day than the amount available per the daily budget. AdWords will prevent the campaign from overspending for the month, but will allow overdelivery of up to 20% more than the average daily budget.
  • Pacific Time (PST or PDT)
    The Pacific Time Zone is a time zone used for the Google headquarters in Mountain View, California. The account will use this time zone if there wasn't a time zone selected while creating the account.
  • Pageview
    A pageview is an instance of a page being loaded (or reloaded) in a browser. The metric for page views is defined as the total number of pages viewed by a visitor.
  • Parked domain site
    The parked domain site is a web address that was purchased but not developed to contain content. The parked domain site may be under development or awaiting a new owner. AdWords does not allow ads to link to parked domain sites that display only advertising listings and links, and that don't provide the user with unique and valuable content on the landing page domain.
  • Payment method
    The payment method is what is used to pay for the costs accrued from using AdWords, such as a credit card or bank transfer.
  • Pending campaign
    With each AdWords campaign, Google allows advertisers to select a start date. A pending campaign is a campaign whose start dates is in the future and therefore cannot start running ads yet.
  • Permission
    Permission is the rights someone has to perform administrative and configuration tasks, to create and share assets, and to read and interact with report data. There are four permission in Google Analytics: 1) Manage users 2) Edit 3) Collaborate 4) Read & Analyze and each permission can be granted at one or more levels: account, property, or view.
  • Phrase match
    Phrase match is a keyword setting that allows an ad to show only when a user searches for a term that includes an exact phrase match of the keyword, or close variation of the exact phrase of the keyword, with additional words before or after.
  • Placements
    Placements are locations on the Display Network where an advertisement may appear. It can refer to several things, such as a website, a subset of a website, an individual ad unit on a single page, a video, or a mobile app and more.
  • Play rate
    A play rate is the ratio of how often an advertisement was played compared to how often the ad was shown.
  • Portfolio bid strategy
    The portfolio bid strategy is an automated, goal driven bid strategy which groups multiple campaigns together, multiple ad groups together or multipole keywords together to set bids intended to reach performance goals.
  • Product feed
    A product feed is a file that contains details about the products that are sold by a business and is used to list all of the products that will be available on the Google search results (including Google Shopping).
  • Product group
    A product group is a way to organize the Google Merchant Center product inventory in a Shopping campaign within AdWords. Advertisers can bid on the following product groups: 1) Instead of keywords - shopping campaigns use product groups to determine when items from the Merchant Center account appear on a search results page in a Product Listing Ad. 2) Starting out - when creating a new Shopping campaign, a product group for "All products" is created by default using the default maximum cost-per-click bid set during the ad group creation. 3) Subdividing product groups - you can run your shopping campaign using just the "all products" product group, or subdivide it into as many product groups as you want using product attributes like category, product type, brand condition, item ID, and custom labels. Advertisers can remove product groups as needed. 4) Bidding - is to set and revise bids for each product group as often as needed, or exclude a product group from the campaign 5) Products and filtering - each product can appear in only one biddable product group per ad group. Advertisers can also exclude a product from appearing in a product group entirely by using inventory filters.
  • Product Listing Ad
    A Product Listing Advertisement is a type of advertisement which features an image and detailed information about specific products that a business offers. They appear in their own box on the Google Search network, separate from text ads, and on the Google Shopping network as well.
  • Property
    Property is a sub component of a Google Analytics account which determines which data is organized and stored together. Resources tagged with the same property ID are collected and stored together. A single property can be used to track one website or mobile app, or be a roll-up of the data from multiple sites or mobile apps.
  • Quality Score
    The quality score is an estimate that gauges the quality of ads, keywords, and landing pages and is based on several factors including expected clickthrough rate ad relevance, and landing page experience. Higher quality advertisements can generally lead to lower prices and better ad positions. Quality score is reported on a scale of 1-10, 1 being the lowest score, 10 being the highest or most desirable score.
  • Recommended daily budget
    The recommended daily budget is an recommended budget estimate for the maximum amount needed to be made to the daily budget in order for an ad to appear as often as possible for a given set of keywords.
  • Referrer URL
    The referrer URL is the web address that sends visitors to a specific location on the website. It is essentially the webpage that a user was located before they landed on the new page.
  • Relevance
    When users see an advertisement, they should be able to understand what kind of product, service or other content they'll find on a website. Relevance refers to how closely the elements of an ad campaign match what a person is looking for and expects to see when they click on an advertisement.
  • Remarketing
    Remarketing is a feature that lets advertisers reach users that have previously visited their website. Remarketing allows advertisers to target these customers when they visit other websites in the Google Display Network or when they search on Google using choice keywords.
  • Reporting API
    The reporting API is a set of protocols and tools that are designed to extract data from the Google Analytics account into custom scripts or programs for more automated and efficient reporting and analysis.
  • Return on investment (ROI)
    The return on investment (ROI) is a measure of how much profit a business had made from the advertisements compared to how much they've spent on their advertisements. It is calculated by comparing profits the business has earned from their marketing activities to the total advertising costs.
  • Roll-Up reporting
    Roll-up reporting is a feature of the roll-up properties which aggregates data from multiple source properties into a single property which allows users to analyze the aggregated data. Roll-up reporting is only available for Google Analytics Premium accounts.
  • Sampling
    Sampling is the practice of selecting a subset of data from the website's traffic and reporting on the trends detected in the sample set.
  • Search Network
    The Google Search Network is a group of search related websites where advertisements are able to appear. The websites include Google search sites as well as other Google sites and non-Google websites that partner with Google to show advertisements.
  • Search partners
    The search partners are sites in the Search Network that partner with Google to display advertisements. Google Search partners extend the reach of Search advertisements to hundreds of non-Google websites, as well as Google Maps, YouTube and other Google sites.
  • Search terms report
    The search terms report is a list of all search terms that users have used that triggered an ad before seeing the ad and clicking it. The report can be used to refine the keywords so that only select keywords cause an advertisement to appear.
  • Segment
    A segment is a subset of sessions or users that share common attributes which allow users to isolate and analyze groups of sessions or users for better analysis. Segments may be useful in determining for example, which marketing channel is responsible for the most purchases.
  • Serving (video ads)
    Serving is a status given to a video when it is approved to appear on YouTube and Google has not detected any issues with it.
  • Session
    A session is the period of time a user is active on the website.
  • Shopping channel and exclusivity
    Shopping channel and shopping channel exclusivity allows advertisers to create campaign filters in order to subdivide products in a Shopping campaign's ad group based on where they are sold. The shopping channel feature segments products by online or local availability while the channel exclusivity segments products by availability in one of the channels or both.
  • Shortform and longform videos
    The shortform and longform videos are descriptions of the length of online videos. Short Form videos are under 10 minutes and longform videos are over 10 minutes.
  • Site suspended
    The site suspended status is given to ads or keywords whose landing pages violate the Google policies. Advertisements are unable to show with the site suspended status until the issue is resolved.
  • Solutions gallery
    A solutions gallery lets users share and import custom reporting tools and assets, like dashboards and segments into the Analytics accounts.
  • Source/Medium
    The Source/Medium dimension is a combination of the source and medium dimensions. The source is the origin of the traffic such as a search engine, or a specific domain. The medium is the general category of the source like an organic search, or a cost-per-click paid search, or a web referral.
  • Statistics table
    The statistics table is a customizable chart in the AdWords account that will display detailed performance data. From it advertisers may view statistics such as clicks, impressions and clickthrough rates plus add or remove columns, segments, and filters to view only the data that is important to them.
  • Tag
    A tag is a snippet of JavaScript that collects data and sends information to a third party such as Google. An example of a tag is the Google Analytics tracking code.
  • Target CPA bidding
    Target CPA bidding is an automated bid strategy that sets bids in order to help get as many conversions as possible at the target CPA that an advertiser sets. Target CPA uses an account's conversion tracking data to avoid unprofitable clicks and get more conversions at a lower cost.
  • Targeting group
    The targeting group is a set of targeting methods - like keywords, placements and demographics that an advertiser may choose from to target their video ad campaign. A single targeting group may contain one or more of the following types of targets: topics, demographics, YouTube search keywords, Display Network keywords, interests and placements.
  • Targeting method
    The targeting method is what an advertiser chooses to match their ads to places in which the ad can appear. The most common examples of targets are keywords and placements.
  • Text advertisement
    The standard type of AdWords advertisement. A text ad includes a link to the website and a description or promotion of a business's products or services.
  • Text overlay advertisement
    The text overlay advertisement is an ad that is shown with video content on Google Display Network websites. The ads generally appear within a video player or within the bottom 20% of a video stream's play space.
  • Top of page bid estimate
    The top of page bid cost-per-click bid estimate that an advertiser will likely need to set for an ad to be shown among the ads at the top of the first page of Google's search results.
  • Tracking code
    The Google Analytics tracking code is a snippet of JavaScript that collects and sends data to Analytics from a website.
  • TrueView video ad formats
    The TrueView video ads provide YouTube users the ability to choose which video advertisement they would like to watch and when. There are two types of TrueView video ad formats: 1) In-stream ads - run before, during, or after videos on YouTube or on video partner sites and apps. The ad is skippable after 5 seconds. In-stream ads are most suitable for driving brand awareness for products or services. 2) In-display ads - may appear in places like on YouTube search results, next to relevant videos, on the YouTube homepage, and on partner sites and applications. In-display ads invite users to click on a thumbnail to watch the video ad and help the videos get discovered by an interested audience. TrueView video ads require advertisers to pay when a viewer watches 30 seconds of the video or the duration of the video if the video is less than 30 seconds in length, or when a viewer interacts with the video.
  • Under review
    The under review status is given to advertisements that can't run anywhere until Google reviews them. Under review is the status that is automatically given to image and video ads, ads in campaigns that only target Google Network partner sites, text ads that seem to relate to a product policy like gambling or alcohol.
  • Universal Analytics
    Universal Analytics is the most current data collection technology available for Google Analytics. It uses the .js tracking code for websites, an SDK for mobile apps, and the Measurement Protocol for other digital services.
  • URL
    The URL is the location of a webpage or file on the Internet. The URL is made up of a domain and sometimes other elements like a subdomain and path.
  • URL parameter
    The URL parameter is a way to pass information about a click through to its URL. There are three types of URL parameters that may be used in AdWords: 1) General URL parameters - pass information to the website like a product's information. 2) General URL tracking parameters - records the tracking information about the advertisement, but isn't created by Google. 3) ValueTrack parameters - records the information about the ad based on which parameter used. For instance, the ValueTrack parameters can have a setting for the URL parameter "network" in the URL parameter, which will then record which network the click came from.
  • User ID views
    User ID views is a special type of reporting view that only includes data about the subset of traffic that has a user ID assigned. User ID views include a set of cross device reports which aren't available by default. User ID views must be created and do not exist by default in the account. Cross device reports give users tools needed to analyze how users are engaging with their content on different devices over the course of multiple sessions.
  • Video publisher
    The video publisher is a publisher website that shows streaming video content and that will usually have a strong focus on video content and video sharing. The video publisher is an ideal target if the business goal is focused on social or media branding.
  • View
    A view or reporting view is a subset of an Analytics account property that can have it's own unique configuration settings. Multiple views can be made within a single property and each view can be configured to show a different subset of data for the property.
  • View filter
    The view filter is a configuration setting which allows users to add, remove or modify the traffic data that is included in a view during processing before it displayed in the reports.
  • With issues (video ads)
    The with issues (video ads) status is given to a video advertisement ad when it has been disapproved or even approved but with limitations.