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A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups.
An ad group consists of one or more ads, keywords, placements, or other targeting methods. You also set a default bid for each ad group. |
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A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer.
Your AdWords account can have one or many ad campaigns running.
Each campaign consists of one or more ad groups, a budget, language and location settings, distribution settings for the Google Network, and other settings.
You can create separate ad campaigns to run ads in different locations or using different budgets. |
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| Ad Delivery Options (2 of them) |
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Standard delivery (the default option)
Accelerated delivery |
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| tries to show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent. |
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| (the default option) tries to show your ads throughout the entire day to make sure that you don't spend your whole budget in the morning and cause your ads to stop showing for the rest of the day. |
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| A feature that displays extra business information with your ad such as an address, phone number, more webpage links, or a coupon. |
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| Ad position is determined by a formula called Ad Rank that gives your ad a score based on your bid and your Quality Score (a measurement of how relevant and useful your keyword, ad text, and landing page are to what a user is searching for). So even if your competition bids more than you, you can still win a higher position -- at a lower price -- with highly relevant keywords and ads. |
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| Ad Rank (how often is it re-calculated?) |
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| recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on your competition at that moment. |
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| A value that's used to determine your ad position, where ads are shown on a page. Ad Rank is calculated using your bid amount and Quality Score. |
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| A keyword status that measures how closely related your keyword is to your ads. |
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| "below average" status (related to ad relevance) |
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| means that your ad or keyword may not be specific enough or that your ad group may cover too many topics. Try creating tightly-themed ad groups by making sure that your ads are closely related to a smaller group of keywords. |
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| Ad has not started to run because its campaign has a start date in the future. |
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| Each time an AdWords ad is eligible to appear for a search, it goes through the ad auction. The auction determines whether or not the ad actually shows and in which ad position it will show on the page. |
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| A feature that automatically creates custom destination URLs to help you track your ad performance using website tracking programs like Google Analytics. |
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| A bidding method that automatically sets and adjusts your maximum bids (the most you'll pay for each click on your ad). The other option, manual bidding, lets you choose your own bid amounts. |
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| Locations on the Display Network where your ads can show and that are automatically matched to your keywords. These placements are different than managed placements which you specifically choose to show your ads. |
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| Average cost-per-click (Avg. CPC) |
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| The average amount that you've been charged for a click on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks. |
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| A level of spending that, when met, will trigger you to be charged for those costs. This amount starts at $50 and will be automatically raised if your costs reach this amount in 30 days. |
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| A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword "bicycle bell" can cause your ad to show if someone searches for variations like "bicycle bells," "buy a bell for a bicycle," and "bell reviews for bikes." |
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| CTR is the number of clicks that your ad receives divided by the number of times your ad is shown (called impressions) |
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| process that matches ads to relevant sites in the Display Network using your keywords or topics |
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| A conversion happens when someone clicks your ad and then does something valuable to your business, such as an online purchase or a call to your business from a mobile phone. |
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| Cost-per-thousand impressions (CPM) |
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| CPM bidding means that you pay based on the number of impressions (times your ads are shown) that you receive on the Google Display Network. (not used for search - search uses CTR) |
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| A bidding method where you pay each time your video is played. You set CPV bids to tell Google the maximum amount you're willing to pay for each video play. |
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| An amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day. |
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| URL address for the page in your website where you'd like people to be sent after they click your ad. (not the display URL) |
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| Sites in this network have partnered with Google to show relevant AdWords ads. |
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bidding feature that raises your bids in situations that seem more likely to lead to a sale or other conversion on your website. It lowers your bids for situations that seem less likely to lead to a conversion.
The feature will increase your bid in instances where you're more likely to convert for that keyword. It will lower your bid when it estimates that your ad has a relatively low chance of resulting in a conversion. As a result of using enhanced CPC, your ad should receive more conversions while maintaining or reducing your overall cost-per-conversion. |
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| keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword "bicycle bell" can cause your ad to show only if someone searches for "bicycle bell" or close variations of "bicycle bell" exactly, with no other words. (popular spelling errors would still be shown) |
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| Expected clickthrough rate |
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| A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position. |
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| A status given to all ads to indicate what audiences the ad and website are appropriate for. Ads that are "family safe," "non-family safe," and "adult" have different restrictions around when and where they can appear. |
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| Aspects set at the Google Account level |
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| preferred language and some privacy settings |
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| Google search results pages; other Google sites like Maps, Shopping, and Images; plus partnering search sites such as AOL |
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| An impression is counted each time your ad is shown on a search result page or other site on the Google Network. |
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ensures that your ad doesn't show for any search that includes that term.
• Example: -free
• Searches that won't match: free kitten adoption, free kitten calendars, who wants to free the kittens |
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| provides keyword ideas and traffic estimates to help you build a Search Network campaign. |
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| The webpage where customers end up after they click your ad. This page is usually the same as your ad's destination URL |
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A campaign status that's used when your daily budget is lower than the recommended amount. Ads in such a campaign are regularly not showing as often as they could.
When your budget is below the recommended amount, it means that our system predicts that your budget cannot accommodate all of the traffic available for your keywords. To make sure that your budget lasts throughout the day, our system will slow down how often your ads appear. Ads in the campaign can still appear, but might not appear as often as they could. |
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helps you show your ads to customers in a selected geographic location.
choose the region where your customers live and where your business can serve them. |
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| status that's given to a keyword with very little to no search history on Google. |
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| Webpages, videos, and apps that are part of the Google Display Network that you specifically choose as places where you'd like to show your ads. You select these placements, as opposed to automatic placements that are chosen based on other targeting you've selected (like keywords or topics). |
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| set your own bid amounts to control the maximum cost for each click on your ad. The other option, automatic bidding, sets these bid amounts for you. |
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| If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing it what type of bidding should you set up? |
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| automatic bidding (automatically adjusts your bid amounts to help you get the most clicks on your ads as possible within your budget.) |
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A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyone who is searching for that phrase.
This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI. |
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normal event of accruing more costs in one day than the amount of your average daily budget. However, AdWords prevents your campaign from overspending for the month as a whole.
to make sure that you don't miss showing your ads on a popular day, Google might use more of your budget on some days and less on other days. When this happens, your total daily cost could be up to 20% more than your average daily budget.
However, our system makes sure that after an entire month of service, you're never charged more than your monthly charging limit -- the average number of days in a month (30.4) multiplied by your average daily budget.
If Google overdelivers your ads too much, and you accrue more costs in a complete monthly billing period than your budget allows, a credit might be applied automatically to your account. |
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| Locations on the Display Network where your ad can appear. |
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How often your ad's video was played compared to how often the ad was shown.
If your ad has a low play rate, try creating a more engaging opening image or video thumbnail with a clear and attractive call-to-action. |
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measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores can lead to lower prices and better ad positions.
Your Quality Scores will affect your ad position on the page as well as your prices. |
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| How closely the elements of your ad campaign match what a person seems to be looking for. |
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feature that lets you reach people who have previously visited your website. Your ads can show to these customers when they visit other websites in the Google Display Network or when they search on Google.
Remarketing is a feature of interest-based advertising that helps you match interested people with the right message.
Use this feature on the Audiences tab of your account. |
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A category (like ad type or day of the week) that you can add to your campaign's tables and charts in order to organize your performance data around that criteria.
On your Campaigns tab, you'll see a "Segment" button in the toolbar above your statistics table. Use this button to select the level of detail you'd like to apply to the data in your table.
The segmentation options that are available depend on whether you're viewing your keyword, ad, ad group, or campaign tables. |
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