AdWords and Online Marketing Definitions and Abbreviations

Ad Rank/Positioning
An ad's position is based on its Ad Rank, which is determined by your keyword or Ad Group's maximum cost-per-click (CPC) times the matched keyword's Quality Score. For the
top positions above Google search results, however, we use your ad's actual CPC to determine its position.

Ad Variations
Ad variations are multiple versions of an ad for a single product or service, all based on the same set of keywords. Variations are a good way to test many versions of the same message to see which works best with potential customers.

Click-Through-Rate (CTR)
Click-Through-Rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions).

When a user completes an action on your site, such as buying something or requesting more information.

Conversion Rate (CR)
The number of conversions divided by the number of ad clicks. Note that the conversion rate should not be greater than 100%. Conversions are only counted on Google and some of
our Google Network partners. The conversion rate is adjusted to reflect only the ad clicks on which Google can track conversions.

Daily Budget
The amount you're willing to spend on a specific AdWords campaign each day. AdWords displays your ad as often as possible while staying within your daily budget. When the budget limit is reached, your ads will typically stop showing for that day.

Destination URL
When you create your ad, you'll specify a display URL and a destination URL. The destination URL is the exact URL within your website that you want to send users to from your ad.

Display URL
This is the URL displayed on your ad to identify your site to users. The green text in the sample ad below is the display URL. Users clicking on this ad have a clear idea of the website or landing page to which they'll be taken when they click on that ad.

The keywords you choose for a given Ad Group are used to target your ads to potential customers.

Landing Page
An active web page where customers will 'land' when they click your ad. The web address for this page is often called a 'destination URL' or 'clickthrough URL.'

Pay-Per-Click (PPC)
The pricing structure used by some online channels to charge an advertiser each time a user clicks on the advertiser's ad. The amount is usually set by the advertiser, not by the channel. Also called cost-per-click (CPC).

A candidate: someone who is considered for something (in the context of web marketing, a potential customer or client)

Quality Score
Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.

Return on Investment (ROI)
The benefit gained in return for the cost of your ad campaign. Although exact measurement is nearly impossible, your clickthrough rate and your conversion rate combined with your
advertising costs, can help you assess the ROI of your campaign.

URL - (Uniform Resource Locator)
The address/location of a webpage or file on the Internet.

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