Adword terms

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Adword terms
2013-09-22 23:46:12
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  1. actual cost per click (CPC)
    That final amount you're charged for a click is called your actual CPC.
  2. ad delivery options
    A setting that determines how quickly you want Google to use your budget each day: either spread throughout the day (standard) or more quickly (accelerated). This setting affects when during the day your ads are likely to show.
  3. ad extensions
    A feature that displays extra business information with your ad such as an address, phone number, more webpage links, or a coupon.Most ad extensions allow you to add your additional business information to a basic text ad. Some examples of ad extensions include offer extensions (adds a printable coupon to your ad for use offline) and ad sitelinks (adds additional webpage links).Ad extensions are particularly useful for accomplishing specific business goals. For example, if you're a local business or a business with multiple store fronts, you might want to encourage people to visit or call your physical store. One way to do this is by using location extensions, which allow you to include address information with your ad.Ad extensions function differently depending on the type, and provide different reporting information based on how people on the web can interact with them. For example, call extensions provides information about how many times a person clicked your ad to call your business.
  4. ad group
    A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups.An ad group consists of one or more ads, keywords, placements, or other targeting methods. You also set a default bid for each ad group.We recommend that you create a separate ad group for each theme such as for each product you offer (like wedding catering and party catering), selling points (like free consultation and gourmet menus), or ways to describe your business (like caterer and on-site food service). The ads and keywords in each ad group should directly relate to that group's theme.
  5. ad group default bids
    A bid amount that applies to all of the keywords and placements in your ad group that don't have individual bids. This bid sets the maximum amount that you're willing to pay for each click on your ad for any keyword and placement without its own bid.Your ad group default bids are used when there aren't more specific bids that apply. For example, if you set a different bid for one of your keywords, that bid will be used (instead of any ad group default bid) whenever that keyword triggers your ad to appear.An ad group can have several kinds of default bids: a default bid that's used when your ad appears on any network, and a Display Network bid that's used only when your ad appears on the Display Network.Your default bids are displayed above the tabs on your ad group page in your account. If the Display Network bid is marked "Off," it means that you're opted out of the Display Network.
  6. ad position
    The order in which your ad appears on a page in relation to other ads. An ad position of "1" means that your ad is the first ad on a page.
  7. Ad Preview and Diagnosis tool
    A tool in your account that helps identify why your ad might not be appearing. The tool also shows a preview of a Google search result page for a specific term, helping you see which ads are appearing for your keyword.
  8. Ad Rank
    A value that's used to determine your ad position, where ads are shown on a page. Ad Rank is calculated using your bid amount and Quality Score.
  9. Ad relevance
    A keyword status that measures how closely related your keyword is to your ads.
  10. Ad status
    A status for each ad that describes whether that ad is able to run, and if so, whether there are any policy restrictions on how or when it can run.
  11. AdSense
    A Google product that pays website owners for showing relevant AdWords ads on their site.
  12. Advertising policies
    Guidelines for your ads, keywords, and website. Ads that violate our policies won't be able to run.
  13. AdWords
    Google's online advertising program. Through AdWords, you can create online ads to reach people exactly when they're interested in the products and services that you offer.
  14. AdWords API
    An advanced feature that lets advertisers interact with and make changes to their AdWords account through applications they create.
  15. AdWords Editor
    A powerful, free tool designed to help you manage your account offline and easily make a large number of changes at once.
  16. Alternate email address
    An additional email address that you can use to sign in to your Google Account.
  17. Analytics
    A free Google product that provides in-depth reporting on how people use your website. You can use Google Analytics to learn what people do after clicking your ads.
  18. Approved
    A status given to ads that meet our advertising policies. Approved ads are ready to be shown.
  19. Approved (limited)
    A status given to ads that comply with our policies but won't be able to appear in all situations due to the restrictions of those policies.An ad can be marked "Approved (limited)" based on whether the content of its ad text and website comply with details of a policy
  20. Approved (non-family)
    A status given to an ad when it or its website contains adult-oriented content without nudity or sexually explicit content. These ads can still appear, but not in all situations.
  21. Auction
    The process that happens with each Google search to decide which ads will appear for that specific search and in which order those ads will show on the page.
  22. Auto-tagging
    A feature that automatically creates custom destination URLs to help you track your ad performance using website tracking programs like Google Analytics.
  23. Automated rules
    A feature you can set up to automatically make changes to your ad statuses, budgets, and bids, so you don't have to spend so much time manually monitoring your campaigns.
  24. Automatic bidding
    A bidding method that automatically sets and adjusts your maximum bids (the most you'll pay for each click on your ad). The other option, manual bidding, lets you choose your own bid amounts.
  25. Automatic payments
    A payment setting in which advertising costs that you've accrued in your AdWords account are automatically charged to your form of payment.You're charged only after you've accrued advertising costs.You'll be billed either 30 days after your last payment, or whenever your costs reach your billing threshold (the set amount that triggers a bill).
  26. Automatic placements
    Locations on the Display Network where your ads can show and that are automatically matched to your keywords. These placements are different than managed placements which you specifically choose to show your ads.
  27. Average cost-per-click (Avg. CPC)
    The average amount that you've been charged for a click on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.
  28. Average position (Avg. Pos.)
    A statistic that describes how your ad typically ranks against other ads. This rank determines in which order ads appear on the page
  29. Billing threshold
    A level of spending that, when met, will trigger you to be charged for those costs. This amount starts at $50 and will be automatically raised if your costs reach this amount in 30 days.A billing threshold applies to automatic payments only, where we charge you for advertising costs after 30 days, or whenever your account reaches your billing threshold.
  30. Broad match
    A keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword "bicycle bell" can cause your ad to show if someone searches for variations like "bicycle bells," "buy a bell for a bicycle," and "bell reviews for bikes."
  31. Budget order
    An option where you can specify a set amount of money that you'd like your account to spend over a set period of time. It's available to advertisers who use monthly invoicing as a payment setting.
  32. Bulk edits
    "Bulk editing" means editing more than one thing in your account at a time. AdWords offers various tools and features to help you make bulk edits to your account. The editing options available depend on which tool or feature you use.
  33. Cache
    A temporary store of data collected by your Internet browser as you surf the web, including elements from webpages that you frequently visit.
  34. Campaign
    A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer.
  35. Campaign status
    Campaign statusA status for your ad campaign that describes whether or not its ads can run at the moment.For each of your ad campaigns, you'll see information about its current state listed in the "Status" column in the "Campaigns" tab of your Campaigns page.A campaign's status affects all ad groups and ads within it. For example, when you pause a campaign, all ads within the campaign stop showing.
  36. Card verification number (CVN)
    A three-digit security number that usually appears on the back of your credit or debit card. Sometimes called a card security code or card verification value, it provides extra protection against fraud.
  37. Click
    When someone clicks your ad, like on the blue headline of a text ad, AdWords counts that as a click.
  38. Clickthrough rate (CTR)
    A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing.CTR is the number of clicks that your ad receives divided by the number of times your ad is shown (called impressions).Each of your ads and keywords have their own CTRs that you can see listed in your account.A high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword'sQuality Score which can affect your costs and ad position.You can use CTR to gauge which ads and keywords are successful for you and which need to be improved. The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.Note that a good CTR is relative to what you're advertising and on which networks. To get an idea of how your CTR compares to other advertisers, visit the "Analyze competition" page on the Opportunities tab.
  39. Consolidated billing
    A billing option that allows you to get a single invoice for your expenses from multiple AdWords accounts.
  40. Contextual targeting
    The process that matches ads to relevant sites in the Display Network using your keywords or topics, among other factors.
  41. Conversion
    A conversion happens when someone clicks your ad and then does something valuable to your business, such as an online purchase or a call to your business from a mobile phone.
  42. Conversion Optimizer
    An AdWords feature that predicts which clicks are likely to be valuable, then changes your bids to help you get as many profitable clicks as possible.
  43. Conversion page
    A page of your website that someone reaches after performing a valuable action, like a purchase confirmation page.
  44. Conversion rate
    How often a click on your ad resulted in a conversion, a meaningful action like a sale, lead, or sign-up.
  45. Conversion Tracking
    A free tool in your account that can help measure how clicks on your ads lead to meaningful actions such as sales or leads.
  46. Cookie
    A small file saved on people's computers to help store preferences and other information that's used on webpages that they visit.
  47. Cost-per-click (CPC)
    Cost-per-click (CPC) bidding means that you pay for each click on your ads. You set CPC bids to tell Google how much you're willing to pay for each click.
  48. Cost-per-thousand impressions (CPM)
    CPM bidding means that you pay based on the number of impressions (times your ads are shown) that you receive on the Google Display Network.CPM stands for cost-per-thousand impressions, so you pay for each set of a thousand views of your ad. You set CPM bids to tell Google how much you're willing to pay for that set of impressions.CPM bidding is best suited for advertisers who are focused on brand awareness. For advertisers whose main goal is sales or website traffic, CPC bidding (pay for each click on your ad) might be a better option.You set a maximum CPM (or "max CPM") bid as the highest amount that you're willing to pay for 1,000 views of your ad.
  49. Cost-per-view (CPV)
    A bidding method where you pay each time your video is played. You set CPV bids to tell Google the maximum amount you're willing to pay for each video play.With CPV bidding, you pay whenever someone chooses to play your video or continues playing a video when it first loads as they browse video content.You can select a default maximum CPV bid for all ads in your campaign, or set individual CPV bids. This means what you'll pay is equal to or below your bid, depending on other advertisers' bids.The CPV bidding option is only available when you choose to run TrueView video ads. You can set the maximum CPV bidding by clicking the Campaigns tab in AdWords, clicking All video campaigns, clicking the video campaign you want to review, and then clicking the Targets tab.
  50. Customer ID
    A unique three-part number that's assigned to each AdWords account, listed at the top of every page in your account.
  51. D-U-N-S number
    A nine-digit number that identifies businesses worldwide, called the Data Universal Numbering System.
  52. Daily budget
    An amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day.
  53. Destination URL
    The URL address for the page in your website where you'd like people to be sent after they click your ad.
  54. Disapproved
    A status given to an ad when it or its website violates our advertising policies. Disapproved ads will not run until the issue has been fixed.
  55. Display Network
    A group of more than a million websites, videos, and apps where your ads can appear. Sites in this network have partnered with Google to show relevant AdWords ads.The Display Network (formerly known as the Content Network) is one part of the Google Network, our name for all the webpages where AdWords ads can appear including Google Search results and other parts of the Search Network.Your ads can be automatically matched to websites and other placements like mobile phone apps, when your keywords are related to the sites' content. You can also choose to target specific sites, pages about specific topics, demographic groups, and more.To show your ads on the Display Network, set your ad campaign to "Display Network only" or "Search & Display Networks – All features."
  56. Display partners
    Sites in the Display Network that partner with Google to show ads.
  57. Display Planner
    A tool in your account that provides targeting ideas and estimates to help you plan a Display campaign that you can later add to your AdWords account.
  58. Display URL
    The webpage address that appears with your ad, typically shown in green text.
  59. Domain
    The core part of a website's URL (its Internet address). In the URL "," the domain name is ""
  60. Eligible
    A status given to ads that Google has not yet reviewed, but that can still appear on Google search result pages.
  61. End date
    A setting that determines how long you'd like your campaign's ads to run. When the campaign's end date arrives, your ads will stop running.
  62. Ended campaign
    An ad campaign that has passed its end date and is no longer running ads.
  63. Enhanced CPC (ECPC)
    A bidding feature that raises your bids in situations that seem more likely to lead to a sale or other conversion on your website. It lowers your bids for situations that seem less likely to lead to a conversion.Enhanced cost-per-click (ECPC) is an optional feature that can help you get more value from your ad budget.ECPC works with the maximum cost-per-click (CPC) bids that you set. Each time your ad is eligible to appear, enhanced CPC dynamically raises or lowers your bid based on the likelihood that your ad will produce a conversionlike a sale or signup.The feature will increase your bid in instances where you're more likely to convert for that keyword. It will lower your bid when it estimates that your ad has a relatively low chance of resulting in a conversion. As a result of using enhanced CPC, your ad should receive more conversions while maintaining or reducing your overall cost-per-conversion.A similar feature is Conversion Optimizer, as both it and ECPC help you get more sales or other conversions. The main difference is that ECPC works with the maximum CPC bid that you set, while Conversion Optimizer doesn't. Another difference is that Conversion Optimizer modifies 100% of traffic, while ECPC modifies 50% initially, and then moves that percentage up or down based on how it is performing. You can set both Conversion Optimizer and ECPC to focus on either Conversions (one-per-click) or Conversions (many-per-click) by choosing a conversion bid metric on the Settings tab of all your conversions.
  64. Error sites
    Websites on the Display Network that show targeted ads to people who enter the wrong address for a website or try to search in their browser's address bar.
  65. Exact match
    A keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword "bicycle bell" can cause your ad to show only if someone searches for "bicycle bell" or close variations of "bicycle bell" exactly, with no other words.
  66. Exception request
    A process that allows you to request a further review of your ads if you think the policy doesn't apply to you.
  67. Expected clickthrough rate
    A keyword status that measures how likely it is that your ads will get clicked when shown for that keyword, irrespective of your ad's position.This status predicts whether your keyword is likely to lead to a click on your ads. We take into account how well your keyword has performed in the past, based on your ad's position. We only look at exact matches when determining your expected clickthrough rate.There are three possible statuses you can get: above average, average, or below average.Having an "average" or "above average" status means that there are no major problems with this keyword's expected clickthrough rate when compared to all other keywords across AdWords.A "below average" status means that you might want to consider changing this keyword to be more specific. You could also edit your ad text so that it's more closely related to your top keywords.Use this status to help identify keywords that might not be relevant enough to perform well.This expected clickthrough rate is a prediction, so it's different from the actual clickthrough rates shown in the "CTR" column of your account. Unlike the "CTR" column, this status considers how this keyword performs both within your account and across all other advertisers' accounts. This status has also been adjusted to eliminate the influence of ad position.It's possible for a keyword to have a high Quality Score and low expected clickthrough rate (or vice versa) because AdWords looks at a number of different quality factors when determining Quality Score. Even if your overall Quality Score is high, looking at the individual factors can help you identify potential areas for improvement.To see the expected clickthrough rate status for your keywords, go to the Keywords tab on your Campaigns page and hover over the speech bubble icon next that's next to a keyword.Paused keywords will retain whatever scores they had when they were last active. Therefore, it may not be useful to look at these scores over time. We encourage advertisers to focus on active keywords when looking at their Quality Score sub-metrics, since these scores will be constantly updated.
  68. Landing page
    The webpage where customers end up after they click your ad. This page is usually the same as your ad's destination URL.
  69. Keywords
    Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.
  70. Keyword status
    A status for each keyword that describes whether it can trigger ads to run at the moment.For each keyword, you'll see information about its current state listed in the "Status" column in the Keywords tab of your Campaigns page.If several statuses apply to a keyword, we'll show you the most relevant status first.
  71. Keyword Planner
    A tool that provides keyword ideas and traffic estimates to help you build a Search Network campaign.
  72. Keyword matching options
    Settings for each keyword that help control how closely the keyword needs to match a person's search term in order to trigger your ad.Each keyword uses a matching option to help control which searches should trigger your ad to show. You can choose one or more matching options for a keyword. If you don't specify a particular matching option, keywords are considered as broad match.
  73. Keyword insertion
    An advanced AdWords feature that dynamically updates your ad text to include one of your keywords that matches a customer's search terms.
  74. IP address
    A unique number that's assigned to every computer or other device that connects to the Internet.
  75. Invalid clicks
    Clicks on ads that Google considers to be illegitimate, such as unintentional clicks or clicks resulting from malicious software.Here are just a few examples of what Google may consider to be invalid clicks:manual clicks intended to increase your advertising costs or to increase profits for website owners hosting your adsclicks by automated clicking tools, robots, or other deceptive softwareextraneous clicks that provide no value to the advertiser, such as the second click of a double-click
  76. Interaction rate
    How often the people who see your special format ad choose to interact with it.Interaction rate is a ratio that calculates the number of times people interact with your ad divided by its impressions(the number of times your ad is shown).
  77. In-line editing
    A way to change your ads, keywords, placements, and bids right where you see them in your account. For example, click a keyword and type your changes right there.
  78. Impressions
    How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network.Each time your ad appears on Google or the Google Network, it's counted as one impression.
  79. Image ad
    A type of AdWords ad that includes a graphic to promote your business.
  80. Google+ Page
    A page on Google+ that businesses, products, brands, and organizations can create to promote their public identity and interact with others on Google+.
  81. Google Places
    A product that lets you create and manage free business listings in Google Maps so that people can see your business when doing a local search
  82. Google Network
    All of the places where your AdWords ad can appear, including Google sites, websites that partner with us, and other placements like mobile phone apps.
  83. Google forwarding phone number
    A unique phone number from Google that you can use in your ads to help track calls to your business.
  84. Google Account
    A Google-wide username and password that can be used to access various products, including AdWords.
  85. Form of payment
    What you use to pay for your costs, such as a credit card or bank transfer.
  86. First page bid estimate
    An estimate of the bid you likely need to set in order for your ad to be shown on the first page of search results.
  87. Filter
    A search that you can do on your campaign data to restrict the type of data that you see in your tables and charts.
  88. Family status
    A status given to all ads to indicate what audiences the ad and website are appropriate for. Ads that are "family safe," "non-family safe," and "adult" have different restrictions around when and where they can appear.
  89. Site suspended
    A status given to ads or keywords whose webpage violates our policies and therefore can't show until the issue is resolved.
  90. Shortform and longform videos
    Descriptions of the length of online videos. Shortform videos are under 10 minutes and longform videos are over 10 minutes.
  91. Serving (video ads)
    A status given to a video ad when it’s approved to appear on YouTube, and Google hasn’t detected any issues with it. Note: The video ad may not necessarily be running at this time.
  92. Segment
    A category (like ad type or day of the week) that you can add to your campaign's tables and charts in order to organize your performance data around that criteria.
  93. Search terms report
    A list of search terms that people have used before seeing your ad and clicking it. Use this report to refine your keywords so that only the right searches cause your ad to show.
  94. Search partners
    Sites in the Search Network that partner with Google to show ads.
  95. Search Network
    A group of search-related websites where your ads can appear, including Google search sites and search sites that partner with Google to show ads (search partners).     The Search Network is one part of the Google Network, our name for all the webpages and apps where AdWords ads can appear. The Search Network includes Google Search, Shopping, Maps, Images, and Groups, as well as search partner sites like AOL.   Ads are matched to search result pages based on the terms a person uses to search. For example, a search on Google for "Italian coffee" might show an ad that uses that phrase as a keyword.     By default, your ad campaign will be set to show ads on the Search Network. You can change this setting at any time.
  96. Return on investment (ROI)
    How much profit you've made from your ads compared to how much you've spent on those ads. Return on investment (known as ROI) measures the ratio of your profits to your advertising costs.
  97. Remarketing
    A feature that lets you reach people who have previously visited your website. Your ads can show to these customers when they visit other websites in the Google Display Network or when they search on Google.
  98. Relevance
    How closely the elements of your ad campaign match what a person seems to be looking for.
  99. Referrer URL
    The address of the webpage where a person clicked a link that sent them to your page.
  100. Recommended daily budget
    An estimate for the minimum amount you'd need to set for your daily budget in order for your ad to appear as often as possible for your current set of keywords.
  101. Quality Score
    A measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores can lead to lower prices and better ad positions.A Quality Score is calculated every time your keyword matches a customer's search. You can get a sense of your keywords' Quality Score for the Search Network in the "Keyword Analysis" field of your account.A high Quality Score means that your ads, keywords, and landing page seem to be very relevant to what a customer is searching for and also relevant to one another. The more relevant your ads and landing pages are to the user, the higher your Quality Score. You can review the factors that affect your Quality Score -- expected clickthrough rate, ad relevance, and landing page experience -- by selecting the Keywords tab and clicking on the white speech bubble next to any keyword's status.Your Quality Scores will affect your ad position on the page as well as your prices.Quality Score is evaluated depending on where your ad appears, meaning that you have a different Quality Score on Search and Display Network sites, as well as a slightly different formula for mobile devices.
  102. Promotional code (coupon)
    Also known as coupons or vouchers, a monetary credit that can be added to an advertiser's account once they meet any necessary criteria. Google or our partners will occasionally offer promotional codes to encourage new advertisers to get started with AdWords.Most codes need to be applied within 14 days after you first create your AdWords account.Google can't accept or replace expired promotional codes.Promotional codes work differently with different payment settings, such as automatic or manual payments.In order to use most promotional codes, your account needs to meet certain criteria. The terms and conditions for each offer vary by promotion, so be sure to check the details in the promotional material.
  103. Product target
    A way to specify which products in your Google Merchant Center account should trigger your Product Listing Ads to appear in related searches. Think of product targets as a way of choosing which products go in your store window - you have other products available, but the products featured in your window will be featured more prominently. You can also set unique bids for different sets of products.Product targets are required to run a Product Listing Ads campaign. They are set at the campaign level and are defined using attributes set within both your AdWords and Google Merchant Center accounts.Product Listing Ads use the product targets you set - not keywords - to determine which products in your Google Merchant Center account to feature in your campaign.AdWords will show your Product Listing Ad in all cases where the customer search is relevant to your product.Since product targets let AdWords know which products you want to promote, you need at least one product target in order to run Product Listing Ads. A product target representing all products in your Merchant Center product feed is created by default when you create a new Product Listing Ad campaign. You can create additional product targets as you decide to feature specific products in your campaign.Product targets are different from product filters. When you use filters to define an eligible product grouping, Google will only show products from your Google Merchant Center account that match the product groups you've defined. Product filters are more general and tend to refer to groups of products, like "computers." Product targets generally refer to specific products within a subgroup, like "Chrome notebook computers."
  104. Product filters
    An optional way to exclude which products in your Google Merchant Center account can appear for product listing ads.By default, Google will match people's searches to relevant products from your entire Google Merchant Center product feed. When you use filters to define an eligible product grouping, Google will only show products from your Google Merchant Center account that match the product groups you've defined.Filters are optional and set at the campaign level.Product filters are different from product targets. They are more general and tend to refer to groups of products, like "computers." Product targets generally refer to specific products within a subgroup, like "Chrome notebook computers."To create a product filter, click the "Ad Extensions" tab on your Campaigns page, and then select open the "View" menu to access the product extensions page.
  105. Product feed
    A file that contains details about the products you sell and that's used to list your products on Google search results (including Google Shopping).
  106. Product ads
    A type of ad that features detailed information about specific products that you sell. These ads appear alongside Google search results separately from AdWords ads on the page and feature several products from different merchants that are relevant to a person's search terms.
  107. Play rate
    How often your ad's video was played compared to how often the ad was shown.
  108. Placements
    Locations on the Display Network where your ad can appear. Examples include relevant websites and apps that partner with Google to show ads.A Display Network placement can refer to several things, such as an entire website, a subset of a website (such as specific pages from that site), an individual ad unit positioned on a single page, a video, a mobile phone app, and more.You can choose specific locations by adding managed placements. You can also let Google choose relevantautomatic placements for you based on your keywords.
  109. Phrase match
    A keyword setting that allows your ad to show only when someone's search includes the exact phrase of your keyword, or close variations of the exact phrase of your keyword, with additional words before or after. The phrase match keyword "bicycle bell" can cause your ad to show if someone searches for "bicycle bell," "buy bicycle bell," and "bicycle bell reviews."Phrase match lets a keyword trigger your ad to show only when someone searches for your exact keyword phrase, or close variations of your exact keyword phrase, with potentially other words before or after that phrase. Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents.For example, when you add "adopt a kitten" as a phrase match keyword, you tell AdWords to try to show your ad only when someone's search includes "adopt a kitten" or close variations of "adopt a kitten" such as "how to adopt a kitten" or "how to adopt a kiten."Phrase match is one of the four keyword matching options that help control how closely the keyword needs to match a person's search term in order for your ad to appear. You can choose one or more matching options for a keyword, and broad match will be used by default if you don't specify a particular matching option.
  110. Pending campaign
    An ad campaign whose start date is in the future and therefore hasn't started running ads yet.
  111. Parked domain site
    A web address that was purchased but not thoroughly developed. This webpage typically has little or no content because the page is, for example, in development or waiting for a new owner.
  112. Overdelivery credit
    A credit we apply to your account if we've shown your ad so much that you exceed your monthly charging limit. Google doesn't charge you for these clicks and can automatically issue a credit on your invoice.Overdelivery can help make up for days when traffic is slow and your ads don't get as much exposure. To help make sure that you don't miss showing your ads on a popular day, Google might use more of your budget on some days and less on other days. When this happens, your total daily cost could be up to 20% more than your average daily budget.However, our system makes sure that in a complete monthly billing period, you're never charged more than yourmonthly charging limit -- the average number of days in a month (30.4) multiplied by your average daily budget. This system allows for some flexibility to show your ads more often on days when demand is highest.If Google overdelivers your ads too much, and you accrue more costs in a complete monthly billing period than your budget allows, a credit will automatically be applied to your account.
  113. Overdelivery
    The normal event of accruing more costs in one day than the amount of your average daily budget. However, AdWords prevents your campaign from overspending for the month as a whole.
  114. Optimization
    The process of making changes in your account to help improve your advertising success. You can optimize elements like your ads, keywords, and bids.
  115. Opening image
    The still image that's shown on your Click-to-Play video ad before someone plays the video.The opening image is how your Click-to-Play ad will appear until someone plays the video. When someone clicks the image or the play button, your ad's video will play, replacing the opening image.To improve your video ad's visibility, upload an opening image in all available video ad sizes. Google automatically resizes your video to scale to your selected sizes and opening image.
  116. Not yet serving (video ads)
    A status given to a video ad when it hasn’t been reviewed yet by Google. You may see this status immediately after creating a video ad in AdWords for video.
  117. Not serving (video ads)
    A status given to a video ad when all of its formats (headline, description, video, etc.) have been disapproved.
  118. Negative 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.
  119. My Change History
    A tool that lists the changes you've made to your account during the past two years. See details about changes like when you paused your campaign, who added a keyword, and the amounts of your previous budgets.
  120. Multiple sign-in
    A feature that allows you to sign in to 10 or fewer Google Accounts at the same time. For example, have both your work Gmail and personal Gmail open at the same time in the same Internet browser.
  121. Monthly invoicing
    A payment setting in which Google provides you a line of credit for your advertising costs, and you pay for those costs -- according to terms and conditions that you've agreed to -- using a check or wire transfer.
  122. Mobile ad
    A type of AdWords ad that can appear on webpages and apps that are viewed on a mobile device like a cell phone or tablet.
  123. Maximum CPM bid
    A bid that you set to determine the highest amount that you're willing to pay for 1,000 impressions (times your ads are shown).
  124. Maximum CPC bid
    A bid that you set to determine the highest amount that you're willing to pay for a click on your ad.If someone clicks your ad, that click won't cost you more than the maximum cost-per-click bid (or "max. CPC") that you set. The actual amount that you pay is called the actual CPC and is shown in your account's "Avg. CPC" column.A higher bid generally helps your ad show in a higher ad position on the page.You'll choose between manual bidding (you choose your bid amounts) and automatic bidding (Google chooses bid amounts within your budget). With manual bidding, you'll set one maximum CPC bid for an entire ad group, but can also set different bids for individual keywords.
  125. Manual payments
    A payment setting in which you pay for your advertising costs before your ads run. Then, as your ads run, your costs are deducted from the payment you've made.
  126. Manual bidding
    A bidding method that allows you to set your own bid amounts to control the maximum cost for each click on your ad. The other option, automatic bidding, sets these bid amounts for you.
  127. Managed placements
    Webpages, videos, and apps that are part of the Google Display Network that you specifically choose as places where you'd like to show your ads. You select these placements, as opposed to automatic placements that are chosen based on other targeting you've selected (like keywords or topics).
  128. Low search volume
    A status that's given to a keyword with very little to no search history on Google. The keyword will be inactive until its search traffic increases, when the keyword can start triggering your ads to appear.Keywords marked as "Low search volume" are associated with very little search traffic on Google, an indication that they're not very relevant to most customers' searches. For this reason, Google temporarily makes these keywords inactive so that they don't trigger your ads.If the number of search queries for these keywords increases even a small amount, they'll be reactivated and will start triggering your ads to show again. Our system checks and updates this status once per week.For example, the keyword might be considered too specific or obscure, or it was misspelled significantly. Keeping these keywords out of the ad auction helps AdWords serve ads more efficiently and reduces the volume of keywords on our system. Before our system stops a keyword from joining the auction, it evaluates the number of searches on a given keyword worldwide over the past twelve months.When you have a keyword with low search volume, you have a couple of options:You can choose to do nothing and wait for us to automatically check again in a week. If more people start searching for your keyword, we'll reactivate it. This option can be particularly helpful if you're advertising a new brand, term, or product.You can delete the keyword and use the Keyword Planner to find additional keyword ideas.
  129. Location targeting
    A setting that helps you show your ads to customers in a selected geographic location.
  130. Limited by budget
    A campaign status that's used when your daily budget is lower than the recommended amount. Ads in such a campaign are regularly not showing as often as they could.
  131. Landing page experience
    A measure that Google uses to estimate how relevant and useful your website's landing page will be to people who click on your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms.The landing page experience status describes whether your landing page is likely to provide a good experience to customers who click your ad and land on your website. For example, is your landing page clear and useful to customers? Is your landing page related to your keyword and what customers are searching for? Is the page clearly organized and easy to navigate? All these factors can play a role in determining your landing page experience status.Your keywords can have one of three statuses: above average, average, or below average.Having an "average" or "above average" status means that there are no major problems with this keyword's landing page experience when compared to all other keywords across AdWords.A "below average" status means that you might want to consider some changes to improve your website's landing page.Use this status to help identify landing pages that might be hurting your chances of making conversions like sales or sign-ups.It's possible for a keyword to have a high Quality Score and low landing page experience (or vice versa) because AdWords looks at a number of different quality factors when determining Quality Score. Even if your overall Quality Score is high, looking at the individual factors can help you identify potential areas for improvement.To see the landing page experience status for your keywords, go to the Keywords tab on your Campaigns page and hover over the speech bubble icon that's next to a keyword.Paused keywords will retain whatever scores they had when they were last active. Therefore, it may not be useful to look at these scores over time. We encourage advertisers to focus on active keywords when looking at their Quality Score sub-metrics, since these scores will be constantly updated.
  132. With issues (video ads)
    Whenever you create or edit an ad, Google reviews the ad to make sure that it complies with our advertising policiesand is safe and appropriate for users.
  133. Video publisher
    A website that shows streaming video content and that usually has a strong focus on video content and video sharing.
  134. URL
    The location of a webpage or file on the Internet. Some of Google's URLs include,, and
  135. Under review
    A status given to ads that can't run until Google reviews and approves them according to our policies.
  136. TrueView video formats
    Types of video ads that give viewers the choice over which advertisers' messages they want to see and when.
  137. Text overlay ad
    A text ad that is shown with video content on Display Network sites.
  138. Text ad
    The standard type of AdWords ad. A text ad typically includes a link to your website and a description or promotion of your product or service.
  139. Targeting method
    The method that you choose to match your ads to places it can appear. Keywords and placements are the most common examples.You can use more than one targeting method in an ad group, such as keywords and managed placements.On the Display Network, for each individual ad group, you can choose whether you want to add a targeting method to show your ads and set bids on, or to set bids only. For example, if you add placements to an ad group, you can choose one of these two options:Show ads only on these placements (default): Your ads will be targeted based on the method that you selected, and will only show if one of the placements you've added is matched.Show ads on all eligible placements: Show ads based on your other targeting methods, but set bids on this method to increase your chances of showing there.
  140. Targeting group
    A set of targeting methods -- like keywords, placements, and demographics -- that you want to use for your video ad campaign.When you create a video ad campaign with AdWords for video, you'll set a targeting group to define all of thetargeting methods that you want to use for all ads in the campaign.A single targeting group can contain one or more of these types of targets: topics, demographics, YouTube search keywords (Search Network), Display Network keywords (Display Network), interests, and placements.
  141. Statistics table
    A customizable chart in your AdWords account that displays detailed performance data.Use the table to view statistics such as clicks, impressions, and clickthrough rates.Add or remove columns, segments, and filters to view only the data that matters most to you.Download your data from the statistics table as a report, schedule recurring reports, have them emailed to you, and export them in a range of formats.
  142. Social annotations
    Notes next to ads that show how many Google+ followers the website has.These annotations can appear next to AdWords ads and Google search results.Social annotations show how many people are following your business's Google+ page. They can potentially lead to higher clickthrough rates.