Running two versions of an ad or landing page to see which performs better.
The automated bidding process determining which ads appear and at what cost.
The written text inside an advertisement.
Additional info in search ads (callouts, sitelinks, phone numbers).
Number of times an ad is served or displayed.
Score determining your ad position in search results.
The total amount of money spent on advertising campaigns.
Identifying which marketing touchpoints influenced a conversion.
Dividing users into groups based on behavior, interest, or demographics.
How the ad platform optimizes bidding (Maximize Clicks, CPA, ROAS, etc.).
Percentage of users who leave a site without taking action.
How familiar consumers are with a brand.
Managing daily or monthly spend to avoid overspending.
Cost required to acquire one paying customer.
A prompt telling the audience what to do next.
Desired actions (purchase, signup, form fill).
The average cost to acquire one customer or conversion.
The amount you pay each time someone clicks your ad.
Cost per 1,000 impressions.
The ratio of clicks to impressions, expressed as a percentage.
A remarketing audience based on your own data.
The amount set to spend per day on ads.
Creating awareness and interest before a buyer is ready to purchase.
Banner or visual ads placed across websites and apps.
Tool for collecting and organizing advertising data.
Likes, comments, shares, and interactions relative to impressions.
Ads that run continuously and consistently over time.
Tracking specific user actions on a site or app.
A pop-up that appears when a user is about to leave a site.
Customer journey stages (Awareness → Consideration → Conversion).
Limiting how often someone sees your ad.
Data collected directly from your audience.
Strategy that targets all funnel stages with different messages.
Delivering ads to users based on their location.
Tool to manage tracking tags without coding.
Collection of websites where Google display ads appear.
Visual representation of where users click or engage on a webpage.
Search terms that signal strong purchase intent.
Short, high-volume keywords with broad intent.
% of total possible impressions your ad received.
The number of times your ad is shown to users.
Users actively researching products or services.
Showing ads based on hobbies, behaviors, or interests.
Visualizing how a user interacts with your brand from start to finish.
A snippet used to track events or load advertising tools.
Primary metric used to measure success.
The motivation behind a search term (informational, commercial, etc.).
Broad match, phrase match, or exact match.
Webpage where users arrive after clicking an ad.
Free value offered to capture emails (PDFs, checklists, etc.).
New audience similar to your existing customers.
Estimated value a customer will generate over time.
Automated campaign improvements using AI.
Paid ads across Facebook, Instagram, Messenger.
Users aware of your brand but not yet ready to convert.
Tracking ad-driven actions inside mobile apps.
Ads that blend into the platform's natural content.
Terms you exclude to prevent irrelevant clicks.
Automated emails warming leads over time.
Seamless experience across channels (email, ads, web).
Time needed for platforms to learn and stabilize.
Free traffic from search engines or social platforms.
Advertising model where you pay only for clicks.
Snippet of code for tracking conversions.
Automated buying and selling of ad inventory.
Specific location where your ad appears.
Google rating of keyword relevance and landing page experience.
A lead meeting criteria showing readiness to buy.
Actual search term typed in by users.
Showing ads to people who previously visited your website.
Revenue generated for every dollar spent on advertising.
Number of unique users who saw your ad.
Ads that automatically adjust size, format, and appearance.
Paid ads appearing on search engines.
Organic methods to rank higher.
Automated bidding strategies on Google Ads.
A defined customer group based on shared attributes.
Selecting who should see your ads.
URL parameters used to monitor click data.
First stage of awareness.
Touchpoints closer to conversion get more credit.
URL tags for tracking where traffic comes from.
Content created by real customers.
Offering additional or more expensive products.
Conversion that happens after seeing an ad but not clicking.
Percentage of viewers who finish a video ad.
Optimization focused on high-value conversions.
Closed advertising ecosystems like Meta, Google, TikTok.
Percentage of auctions you win in programmatic bidding.
Group of approved sites for ad placement.
Data file used for product catalogs in Google Shopping or dynamic ads.
High-impact, creative campaigns outside standard formats.
Maximizing revenue from ad placements.
Video ads across YouTube (in-stream, bumper, discovery).
Performance comparison across years.
Search results where users get answers without clicking.
Data users intentionally share with you.
Layering value used to control ad overlay positions in web design.