Navigating Google AdWords Acronyms

AdWords Acronym Guide 2016 | 39 Need-To-Know Google AdWords Terms

Anyone new to Google AdWords, and even account manager veterans, can quickly find themselves overwhelmed by the sheer volume of acronyms, abbreviated words, terms and phrases utilized throughout the AdWords platform and PPC industry. Heck, quite often, browsing through AdWords reports is like trying to decipher teenage text talk… srsly!

Here at Shimmer, we’ve put together a comprehensive list of Google AdWords related acronyms, initialisms and abbreviations, along with their meanings — to get you up to speed and in the loop for 2016.

AVGPOS or AVG. POS. — Average Position: Average position is the statistic of how your ad typically ranks against other ads (competitor ads). In general, ad positions between 1 and 3 mean your ad is appearing in the top 3 positions.

An average position of 1.8 means your ad typically shows in the 1 or 2 slot, but with more appearances in the number 2 position rather than the 1 position.

Average positions greater than 3 will typically land your ad on the sidebar, at the bottom of the search results page, or on the 2nd, 3rd, etc. pages — the larger the ad position number, the further down the list your ad is showing.

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BMM — Broad Match Modifier: Modified broad match lets you specify that certain broad match keywords must appear to trigger your ad. Use the broad match modifier for more precise control and to exclude keyword synonyms from triggering your ads.

Use the plus sign symbol (+) in front of a broad match keyword to make it modified. E.g., +keyword

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BR — Bounce Rate: The percentage of website visitors who navigate away from the site after viewing only one webpage.

Bounce rate is more commonly associated with Analytics, but analytics and paid search campaigns are increasingly more integrated, and BR has become more prevalent within AdWords.

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CAC — Customer Acquisition Cost: The cost of a customer acquisition (CAC) simply means the price you pay to acquire a new customer.

Dividing the total costs associated with an AdWords acquisition by total number of new customers via AdWords, within a specific time period.

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CLVCustomer Lifetime Value: CLV is a prediction of all value (net profit) a business will derive from their entire relationship with a customer.

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CONV — Conversion(s): An AdWords conversion happens when a Google search user clicks your ad, then takes a specific action that you’ve defined as valuable, such as an online purchase, a web-form submission, or a mobile call to your business.

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CPA — Cost Per Acquisition/Conversion Action: In AdWords, CPA is the amount you are willing to pay for a conversion (a specific action taken after the initial ad click).

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CPC — Cost Per Click: The amount you pay when someone clicks your ad.

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CPE — Cost Per Engagement: The average amount that you’ve been charged when someone expands your Lightbox ad.

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CPLCost Per Lead: Same as CPA above.

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CPM — Cost Per Thousand: CPM in AdWords means cost per thousand impressions. With CPM, you pay each and every time your ad appears (calculated per 1000 impressions), regardless of whether it actually gets clicked by the internet user.

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CPP — Cost Per Phone Call: The amount you pay when someone performs a click-to-call action on your ad, or when a  phone call is derived from a forwarding number displayed on your ad.

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CPV — Cost Per View: The amount you pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or interacts with your video, whichever comes first. Video interactions can include: clicks on the call-to-action overlays (CTAs), cards, and companion banners.

The CPV bidding option is only available when you choose to run TrueView video ads.

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CR — Conversion Rate: The average number of conversions per ad click, shown as a percentage.

Industrywide, the average conversion rate is considered to be around 2.5%. But conversion value varies greatly by client — e.g., a 5.0% conversion rate for a campaign profiting $1.00 per sale can be far less valuable than a 1.5% conversion rate for a campaign profiting $1,000.00 per sale.

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CROConversion Rate Optimization: A method (or system) for increasing the percentage of ad direct web visitors that convert into customers, or more generally, take a specified action (conversion) after the initial ad click.

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CTACall To Action: In general, an online marketing call-to-action is an image, line of text, web-form, video, etc. that prompts your web visitor to perform some immediate action. The call-to-action is intended to improve conversion rate, as its absence may cause a visitor to feel less compelled to complete your online marketing objective.

For AdWords in specific, a CTA may be more compelling ad text that increases your chance of receiving the initial ad click.

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CTRClick Through Rate: The rate at which users “click through” to your site from an AdWords ad. The CTR percentage represents the number of clicks that your ad receives divided by the number of times your ad is shown (clicks ÷ impressions = CTR).

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DSTURL or Dest. URL — Destination URL (replaced by Final URL): The URL address of the page in your website that people reach when they click your ad.

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DKIDynamic Keyword Insertion: An advanced feature that allows you to dynamically insert an AdWords keyword into your ad copy, based on the searcher’s query.

This feature allows you to have one ad that appears differently to customers depending on their search terms, making your ads appear more relevant and useful.

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ECPCEnhanced Cost Per Click: ECPC is a bidding feature that automatically raises your bid for clicks that seem more likely to lead to a conversion on your website.

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ECPMEffective Cost Per Thousand: ECPM is an estimate of the revenue you receive for every thousand ad impressions — (Total Earnings / Impressions) x 1000.

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EPCEarnings Per Click: EPC refers to how much money you make per person who clicks on your ad.

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GDNGoogle Display Network: A collection of websites, including specific Google websites like: Google Finance, Gmail, Blogger, and YouTube, that display AdWords ads. The network also includes mobile sites and apps.

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ISImpression Share: The actual number of impressions your ads receive divided by the estimated number of impressions you were eligible to receive.

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KPIKey Performance Indicator: A business metric used to evaluate factors that are crucial to the success of an organization.

Some common Key Performance Indicators in AdWords are: Quality Score, Click-Through-Rate, Conversion Rate, Return on Ad Spend, and Customer Lifetime Value

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KWKeywords: Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.

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LPOLanding Page Optimization: LPO is the process of improving elements on a landing page (the web page that an AdWords ad redirects to when clicked) to increase conversions.

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LTVLifetime Value: Same as CLV above.

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NKWNegative Keywords: 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.

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PLAProduct Listing Ads: Product Listing Ads are cost-per-click ads which feature a product image, and are tailored towards products and product categories vs. keywords.

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PPCPay Per Click: Internet marketing model in which advertisers pay a fee each time one of their ads is clicked.

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PPLPay Per Lead: Online advertising payment model in which payment is based solely on qualifying leads.

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PRPage Rank or PageRank: PageRank is an algorithm used by Google Search to rank websites in their search engine results. PageRank is a way of measuring the importance of website pages.

Deprecation: The visible page rank is updated very infrequently. In October 2014, Google’s Matt Cutts announced that another visible pagerank update would not be coming.

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PTRPhone Through Rate: PTR is the number of phone calls received divided by the number of times your phone number is shown (Phone impressions).

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QSQuality Score: An estimate of the quality of ads and landing pages triggered by a keyword. Having a high Quality Score means Google thinks your ad and landing page are relevant and useful to someone looking at your ad.

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ROASReturn On Ad Spend: The amount of revenue received for every dollar spent on an advertising source. This is a gauge of the effectiveness of AdWords campaigns.

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SERPSearch Engine Results Page: The listing of results returned by a search engine in response to a keyword query.

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STRSearch Terms Report: A list of search terms that people used before seeing your ad and clicking it. The search terms report is used to refine keywords so that only relevant searches cause your ad to show.

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VTCView-Through Conversions: A measurement of online conversions within 30 days of a user seeing an ad on Google Display Network, didn’t click on that ad, but converted via another means.

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