DICTIONARY · CATEGORY 9 OF 15
Advertising
Paid media across search, social and display: how it is bought, targeted and measured.
44 terms
Paid communication designed to promote a product, service or idea.
Paid promotion delivered through digital channels.
Marketing exposure purchased from an external platform or publisher.
Pay-per-click advertising where advertisers pay based on clicks.
Cost incurred for each click on an advertisement.
Cost paid for one thousand ad impressions.
Cost incurred for a defined acquisition or action.
Cost incurred for generating a lead.
Cost incurred for a video view.
Cost incurred for an app installation.
Revenue generated for every unit of advertising spend.
Overall return generated relative to an investment.
Percentage of impressions that result in a click.
Percentage of users who complete a desired conversion.
One instance of an advertisement being displayed.
Number of unique people exposed to an advertisement.
Average number of times each person sees an advertisement.
The visual, video, and written elements of an advertisement.
The written messaging used in an advertisement.
The location where an advertisement appears.
The group of people an advertisement is intended to reach.
Selecting audiences based on relevant characteristics or behaviour.
Advertising to people who previously interacted with your business.
Re-engaging people who have previously shown interest.
Visual advertising delivered across websites and apps.
Paid content designed to resemble the surrounding editorial experience.
Paid advertisements displayed in search results.
Product-focused advertisements displayed in search and shopping environments.
Advertisements delivered through video content.
Automated buying and selling of digital advertising inventory.
Automated auction-based buying of ad impressions.
A marketplace connecting buyers and sellers of digital advertising inventory.
A network connecting advertisers with publishers offering advertising inventory.
A focused page designed to convert advertising traffic.
A Google Ads diagnostic measure related to expected ad and landing-page experience.
A Google Ads calculation influencing whether and where an ad appears.
The amount an advertiser is willing to pay for an advertising outcome.
The rules used to determine how advertising bids are set.
Declining performance caused by audiences seeing the same creative repeatedly.
Limiting how often an advertisement is shown to a person.
Assigning credit for a conversion to marketing interactions.
Measuring when users complete defined actions after marketing interactions.
The process of purchasing advertising inventory.
Advertising creative designed and evaluated around measurable outcomes.
Every term in this category has a full page: what it means in plain English, what to know, why it matters, common mistakes and FAQs.