Tuesday, 22 July 2014

Google adword Important term & Definition

Ad Delivery: How quickly your ads will show in a single day. AdWords offers two choices for ad delivery - Standard and Accelerated.

Ad Auction: Occurs every time a search is performed to determine which ads will show for the query and in what order.

Ad Scheduling: Also known as day parting, ad scheduling allows an advertiser using a pay per click search engine to control the day and time their ads appear. Some pay per click search engines also allow you to control your bids during a certain time of day.

Accelerated Ad Delivery: An ad serving method that displays your ads as often as possible until the daily budget is reached .

Campaign - An ad campaign on Google AdWords is made up of your ad groups, and has the same budget, campaign type and your other ad settings.

Ad groups - An ad group is your set of keywords, budgets and targeting methods for a particular objective, within the same campaign.

Campaign Type - Your campaign type is where you want your ads to be seen. Google has:
  • “Search Network only” (which means Google search only)
  • “Display Network only” (which means your ad shows up in Google’s Display network of websites, videos, YouTube, Blogger and more. This is also known as AdSense)
  • “Search Network with Display Select” (which is a combo of search and display)

If you have a Google Merchant Center account and want to use Product Listing Ads, you can also choose “Shopping” as a campaign type.

Keywords - Keywords are very important in your Google Ads. They are the words or word phrases you choose for your ads, and will help to determine where and when your ad will appear. When choosing your keywords, think like your customer and what they would be searching for when they want your product, service or offer.

Impressions - An impression is the measurement of how many times your ad is shown.

Ad Rank - Your Ad Rank is the value that’s used to determine where your ad shows up on a page. It’s based on your Quality Score and your bid amount.

Ad extensions - Ad extensions are extra information about your business, such as your local address, phone number, and even coupons or additional websites. They’re what shows up in blue below your ad descriptions.

Placements: Locations where your ads have appeared in the Google Content Network.

Maximum Cost Per Click: Or Max CPC is a term used by Google AdWords to denote the most you are willing to pay for one click on your ad. However, this does not mean you will actually pay this amount. Other factors such as Quality Score and competition will play a factor.

CPC - Cost-Per-Click is the most common bid type on Google AdWords. It means you pay every time a person actually clicks on your ad. You set your “maximum CPC” in the bidding process, which means that dollar amount is the most you’ll pay for a click on your ad.

CPM - Cost-Per-thousand impressions is a bidding method that bases your costs on how many times your ads are shown (impressions).

Call to Action (CTA) - A CTA is literally the action you want your searcher to take. Good CTAs in your ads are short, action oriented words such as “Buy”, “Get”, “Act Now”, etc.

Click Through Rate (CTR) - Your CTR is an important metric in your account settings. It measures how many people who have seen your ad click through to your link destination.

Landing Page - Your landing page is the page on your website to which you’re driving traffic from your ad.

Negative Keyword: A word or phrase used in pay per click advertising that allows you to block unwanted searches or impressions.

Frequency: The average number of times an ad was seen by a unique user over a given time period.

Frequency Capping: The action of limiting the number of times your ad is seen by a unique user over a given time period on the Google Content Network. This sets the number of impressions allowed for a day, week or month.

Daily Budget: The amount you are willing to spend in a single day for a single campaign.

Destination URL: The URL of the page a visitor will be directed to after clicking an ad.

Display Ad: Graphical ad format that includes Image ads, Flash ads, and animated .gif ads.

Display URL: The URL displayed in an ad. This is not necessarily the URL of the page a visitor will arrive at after click.

Distribution Preference: Indicates whether or not your ads will appear on the Google Search site and/or the Google Content Network.

Double Serving: Displaying more than one ad for the same company at the same time.

Click: Occurs whenever a user sees your ad and clicks on it. Also known as a Click Through.

Click Through Rate (CTR): Is the number of clicks an ad receives divided by the number of times that ad has appeared in a given time. This gives a good indicator of ad performance. A high CTR means an ad is performing well, a low CTR means poor performance. CTR = # of Clicks / # of Impressions

Content Network: Also known as contextual targeting, these networks serve paid advertising via text, image and video ads on Websites that offer similar content to what you are advertising.

Contextual Targeting: An ad targeting system that matches ads that use keyword targeting to relevant and related sites on the Content Network.

Conversion: When a visitor, after clicking on an ad and arriving at your site, completes a specified action. This could be completing a purchase, signing up for an e-mail, subscribing to an RSS feed and so on.

Conversion Page: The page at which the visitors completes the action to be counted as a conversion. E.g. shopping cart, interest form, subscription page, etc.

Conversion Rate: The rate of which visitors or prospects take a desired action on your site. Desired action steps can involve purchases, leads, contact form completions, newsletters or email sign ups, registration for White Papers, etc. Example: If 100 visitors come to your site and 3 signup for your monthly newsletter than your conversion rate would be 3%.

Conversion Tracking: Allows you to track various actions or goals on your Website like leads, purchases, signups, contacts, etc. Conversion tracking is usually coupled with an analytics system like Google Analytics.

Conversion Types: The action completed to count as a conversion. E-mail signup, purchase, subscriptions, etc.

Conversions (1-per-click): Since multiple conversions can be completed after a single ad click, this number records only one conversion per click.

Conversions (many-per-click): A count of all of the conversions completed after a single click on an ad.

Average Position (Avg. Pos.): Tells the average position an ad appears in search results when that keyword is searched. For example, an average position of 2.4 means that an ad usually appears between the 2nd and 3rd positions.

Average Cost-Per-Click (Avg. CPC): The average amount paid each time an ad is clicked. Cost of all clicks / # of clicks = Avg. CPC.

Automatic Placements: Placements that Google finds automatically based upon keywords in your ad group.

AdWords Editor: A free desktop application used for managing an AdWords account, including making bid adjustments, creating new ads, changing ad delivery and much more.

AdWords Discounter: An automated tool that monitors and adjusts the actual cost-per-click (CPC) so that the lowest possible bid is paid for an ad's position. This means that you pay the minimum possible CPC needed to exceed the next ranking ad.

Ad Variations: Multiple versions of an ad for a single product or service in the same ad group targeting the same keywords. Ad variations let you test different ad copy to see what is attracting your target audience.

Ad Scheduling: Also known as day parting, ad scheduling allows an advertiser using a pay per click search engine to control the day and time their ads appear. Some PPC search engines also let you control your bids during a certain time of day.

Ad Rotation Settings: The order in which your ads are delivered as it is only possible to show one ad at a time. Google offers two ad rotation settings. Optimize (default) delivers those ads that are the best performing more often. This will likely receive more impressions and clicks overall, since they are more attractive and usually have better positioning. Rotate delivers ad more evenly.

Ad Rationing: Is a feature of Google AdWords that spreads the delivery of your ads throughout the day so as to not exhaust the daily budget early in the day.

Ad Ranking/Positioning: The order in which your ad appears based upon the keyword maximum bid and ad Quality Score.

Ad Placement: Locations on the Google Content Network where your ad can appear based upon target keywords and relevancy to your ad. This could be across an entire Website or on a single page of a site. Placements can be custom-tailored in the AdWords account manager or you can let Google choose relevant placements for your ads.

Split Testing: Is used to determine the best options for ads. By showing multiple ads over a course of time, split testing helps determine which ad texts, images, message and more are most effective.

Standard Ad Delivery: An ad serving method that shows ads across a day to make sure you don't accrue all of your clicks early on.

Recommended Daily Budget: A budget that is determined by Google AdWords to have your ad show as many times as possible for your keywords.
Relevance: How useful the ad or keyword is to the searcher or audience.

Return on Investment: Measured by how much return you receive from your online marketing investment. An example would be if you spend $1000 on Pay Per Click ads and you make $2000 in profit from sales, then your Return on Investment would be 100%. Calculated: ($2000-$1000) / 1000 = 100%

Position Preference: An option that lets you pick where you want your ads to appear among all adds on a given page.

My Change History: An AdWords tool that gives users a history of changes made to campaigns, ad groups and keywords, such as bid increases, ad text edits and more.

Mouseover Rate: The percentage of time users mouseover an ad for 1 second or longer.

What is the KEI (Keyword Effectiveness Index)

Keyword effectiveness index:  

A mathematical representation of the popularity of a keyword measured in number of searchers (demand), compared to its popularity measured as the number of pages in a search engines index (supply).

The KEI compares the number of searches for a keyword with the number of search results to pinpoint which keywords are most effective for your campaign.

Description: KEI is a statistical formulation that reveals the most effective keyword phrases and terms to use in optimizing your web pages for. Efficiency can be many things. According to KEI, it is efficient to optimize for keywords that have many searchers, but only a few competing pages.
The lower the KEI, the more popular your keywords are, and the less competition they have. That means that you might have a better chance of getting to the top in the search engines and receive a good number of searchers for your effort.
Example: Suppose the number of searches for a keyword is 821 per day and Google displays 224,234 results (pages) for that keyword. Then the ratio between the popularity and competitiveness for that keyword is:

224,234 divided by 821. In this case, the KEI is 273.

Example on the opposite: Suppose the number of searches for a keyword is 2 per day and Google displays 11,224,234 results (pages) for that keyword. Then the ratio between the popularity and competitiveness for that keyword is:

Explanation: According to the KEI definition, the best keywords are those that have many searches and that don’t have much competition in the search results. A low KEI is therefore preferable.
In our example, it is clear that the keyword with a KEI of 273 sounds as a good keyword to optimized a pages for. It is just as clear, in the example on the opposite, that the keyword that has lots of competitors and a low number of searchers which gives a KEI equal to 5,612,117 is a tough fight for a small prices (unless the two searchers are very valuable;-).

However, the KEI makes no statement about the quality of the competition. While there might only be a few competitors in the search results, these competitors could be big players with big SEO teams and thousands of back links.

The number of search results can’t really tell you whether it is easy to get your web site listed in the top 10 results for that keyword or not. It’s much easier to move your web site from position 20,000 to position 12,000 than from position 190 to position 6.

In addition, the KEI factor is not a scientific number. It is more like a rule of thumb.
We will expect:

• The KEI for a keyword to increase if its popularity increases. Popularity is defined as the number of searchers.
• The KEI for a keyword to decrease if it becomes more competitive. Competitiveness is defined as the number of sites which a search engine e.g. Google displays when you search for that keyword using exact match.

As a general rule, it isn’t advisable to select or deselect keywords wholly on the basis of numbers like KEI.
Keyword statistic has some uncertainties attached. Keywords relevancy has to be the most important factor. Some of your keywords you are able to rank for in the search engines and other will give your users a good experience.

KPI (Key Performance Indicators):-

A Key Performance Indicator or KPI is one of a small number of measurable quantities that represents the performance of an important business activity or the health of a business entity.
For instance, profit margin is a KPI for any sales organization. For a website, there are several possible KPIs such as daily average visitors and bounce rate. Not all organizations and websites use the same KPIs

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