Image Ads – Ads that include graphics specially formatted for the Google Display Network. Ads can be static, animated or flash.
Impressions – The number of people who view a PPC ad.
Impression Share (IS) – The number of impressions received divided by estimated impression eligible to receive based on targeting settings, approval statuses, bids and Quality Scores.
Interest Categories – A way to reach users based on interests while browsing across the Display Network. Categories can include: autos, sports, travel, fashion etc.
Invalid Clicks – Sometimes referred to as Click Fraud. Ads that are considered unintentional or resulting from malicious software.
Key Performance Indicator (KPI) – What is most important to the success of a business e.g. conversions and cost-per-acquisition are considered KPIs for many advertisers.
Keyword – A word or phrase used to target and display ads based on search results.
Keyword Matching Options – A level of control over how closely a keyword has to match a search term in order to display an ad. Can set to broad, modified broad, phrase, exact or negative match. Can also include plurals, misspellings or close variants.
Keyword Tool – A feature used to find new keyword ideas. Can also help determine competition level and estimate traffic volume or negative keywords.
Landing Page – The webpage a visitor lands on after clicking an ad (specified by the Destination URL). Landing page quality is an important factor in determining Quality Score.
Lead – A desired action that allows the capture of a user’s information such as filling out a form or downloading a file etc.
LinkedIn Ads – Advertising placed on pages across LinkedIN network of professionals using specific targeting options.
Location Extensions – Addresses or contact information within text ads. Can help attract customers to local businesses.
Long-tail Keyword – A keyword phrase containing two or more words. These generally have less competition due to being less specific and can reduce CPC.
Managed Placements – Allows advertisers to choose individual sites for displaying adverts.
Manual Bidding – Manually set CPC bids for a particular keyword, placement etc.
Manual Tagging – Allows advertisers to tag destination URLs with information that Analytics or tracking software can read. Used in email and promotional campaigns.
Match Type – Allows advertisers to control when search query triggers an ad.
My Client Centre (MCC) – A tool for handling multiple AdWords accounts.
Negative Keywords – Added to an account to ads won’t display for a search query containing that keyword. Can help qualify clicks to site effectively.
Opportunities Tab – Designed to suggest opportunities such as budget recommendations, potential keyword additions.
Pay-Per-Click (PPC) – Advertising whereby an advertisers pays for every click through from a search engine.
Pay-Per-Click Management – Online management services by certified agencies or individuals helping businesses achieve a return on investment from PPC.
Phrase Match – Allows ads to show only when a search includes the exact phrase of a keyword or close variant of a specific phrase.
Placement Exclusions – Prevents ads from appearing on individual websites and designed to increase relevancy.
PageRank (PR) – Google’s measurement of a website’s quality. PageRank scores are assessed on a scale from 0 to 10, based largely on the number and quality of inbound links pointing at a given site.
Product Listing Ads (PLA) – Ads that include product information such as images, pricing etc. without requiring additional keywords or text. Ads appear in Google Shopping results automatically for queries relating to products on offer.