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The A-Z of PPC and Online Marketing Terms (D-G)

Posted by: In: Online Marketing, PPC, SEO 12 Apr 2013 Comments: 0 Tags: , ,


Daily Budget – Specifies how much to spend each day on average.

Data Filters – Allows users to manage information that is most relevant to them making bulk data easier to filter.

Day Parting – A technique to adjust ads during profitable times by hour or day. Ads can be scheduled to run during a timespan when users are most likely to needs them i.e. call centre opening hours.

Default Max. CPC – The maximum amount an advertiser is willing to pay for a click.

Destination URL – The web page traffic is sent to when a user clicks on an ad. Can be different from the display URL.

Devices – Desktops, Laptops, Mobiles, Tablets etc.

Dimensions Tab – A section of AdWords used to report and segment data based on specific criteria such as geographic location, hour of day, destination URL etc.

Display Campaign Optimiser (DCO) – An automative tool for increasing conversions by managing, targeting and bidding for campaigns. Requires enough historical data to use this feature on Google Display Network.

Display/Content Bid – The maximum amount an advertiser is willing to pay for a click on an ad.

Display/Content Network – Websites, Videos and Apps where an ad can appear. Google refer to this as their Display Network while Bing call theirs the Content Network.

Display URL – The web address shown on an ad. Often differs to the destination URL due to difference in length between the two. AdWords will only display 35 characters of a Display URL whereas the actual destination users are sent to can be much longer in length.

Dynamic Ad Targeting – An automatic method to match relevant searches with ads generated directly from a website.

Dynamic Keyword Insertion (DKI) – A feature to allow ads to be dynamically customised to include keywords contained within a search query.

Editorial Review – The policies that govern acceptable content and advertising on search engines. Generated ads/keywords are submitted for editorial review to ensure guidelines are adhered to.

Embedded Negative – A way for advertisers to show variations of a keyword other than the word itself. Can help avoid cross-contamination of campaigns/ad groups.

Enhanced CPC (ECPC) – An automatic feature for bid management that increases ROI by raising/lowering a bid for a keyword that the system predicts is more likely to convert.

Exact Match – Triggers an ad when a user types in the exact keyword (in order).

Facebook Ads – An ad which appears on the social advertising channel. With over 1 billion users it is a valuable asset in PPC marketing.

Facebook Exchange (FBX) – A program that targets users viewing a third-party site who view a product but don’t make a purchase. The program follows the user to their Facebook page and targets them there with a specialised advert.

Free Clicks – Clicks that aren’t charged such as interactive ad actions.

Frequency Capping – A threshold for the amount of times an ad will appear to the same user on the Display Network.

Geotargeting – Allows advertisers to target the countries, regions, counties etc. where an ad will be served.

Google AdWords – Google’s advertising platform offering PPC advertising and site-targeted text, banner, and rich-media ads.

Google Analytics – A free statistical service provided by Google providing information regarding visits to a website and behavioural analysis.

Google Checkout – Now rebranded as Google Wallet, this service is for buying and selling across the web and places an icon within an PPC ad to help build user trust and increase click-through rate.

Google Forwarding Number – A way to use ads to track business calls via a unique phone number generated by Google.

Google Merchant Centre – A way for advertisers to add product listings and feeds for Google Shopping, Product Ads and Google Commerce Search.

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