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AdWords Management: Terms to Know


Since it launched in 2000, Google AdWords (formally Google Ads) has become a mainstay in the online advertising world. Why? Because this platform lets anyone share an advertisement online with the potential to reach thousands of specifically targeted people. The truly revolutionary and game-changing thing about Google AdWords is that you don’t pay up-front; you only pay when a searcher clicks on your ad. To give yourself the best chance of boosting your business with an online marketing campaign, you first need to become familiar with the associated jargon. You won’t be able to manage your campaigns if you don’t have a basic grasp of key AdWords management terms. To help you out, we’ve compiled this beginner’s list of insider language. 

Ad Position: 

This refers to where your ad is placed on the search results pages. For example, the top of the first page is the most desired and sought-after position.

Bid Price: 

This is the absolute maximum amount of money an advertiser is willing to spend on a chosen keyword to gain a click-through from a searcher. 

Call To Action: 

Directions within an advert that prompt a reader to take a specific action, for example, CALL NOW, SHOP ONLINE, CLICK HERE, SUBSCRIBE TODAY, etc.

Campaign Cloning:

 This is the process of A/B testing under controlled conditions. The ad formats with the highest success rates are cloned and replicated.


 The advertiser’s desired outcome, aka the searcher joins a mailing list, downloads an app, calls a phone number, visits a store, buys a product, etc.

CPC (Cost Per Click): 

The amount an advertiser is charged per click. Keywords are invoiced differently, depending on their value, competition and usage (i.e., time of day).

CTR (Click-Through Rate): 

Google determines this figure from the number of clicks an advert receives divided by its total number of impressions. 

Display Network: 

Any website, forum or blog that isn’t owned by Google but has partnered with them to display ads is considered part of this worldwide network.


An impression is a measurement used to quantify the number of digital views or engagements a piece of online content receives.

Interruption Marketing: 

This refers to any marketing activity that “interrupts” a searcher’s attention. Typical examples include TV, radio and print ads, email spam and telemarketing.

Landing Page: 

This page is built to complement the goals of a corresponding ad. It is the first website page shown after an advertisement is clicked. 

Permission Marketing: 

Unlike with interruption marketing, with this one, the person has actively searched for a solution to a problem (and gotten shown a corresponding ad).

PPC (Pay Per Click): 

Related to CPC mentioned above, this advertising model only charges advertisers when their specific advertisement is clicked.

Split Test:

 This test divides online traffic randomly between two or more creative approaches and measures how many conversions each one generates. 


 This refers to the quantity of data sent and received from a specific website. It is determined by looking at the number of overall site visitors and pages visited. 

Visitor Value: 

Importantly for marketers (aka budgeting), this number tells an advertiser, on average, how much money a single visitor to their website is worth.

We hope this article has been useful and that you’re now well on your way to being an AdWords management ninja!


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