Basics of Google-Adwords: (SEM and PPC for Beginners)

Basic Google-Adwords Terminology:

• Ad Impressions: An impression is the number of times your ad was requested and presumably seen be the users.


• Ad CTR (Click-through-Rate): It is the ratio between “total number of clicks on an ad” to “total number of ad impressions”. (CTR doesn’t change clicking on an ad multiple times by a single user).



• The top most common ways in which online ads is purchased: CPM, CPA and CPC.



• CPM (Cost-per-Mille/Cost-per-Thousand:CPT/Cost-per-Imsn.:CPI):
  CPM is the cost of an ad for per 1000 impressions of that particular ad. Here advertisers pay for per 1000 impressions of an ad.



• eCPM (Effective-CPM): eCPM is the measurement of the revenue to the publisher for selling of advertiser’s inventory on a CPM basis. It is considered in case of Adsense.



• CPC (Cost-per-Click/Pay-per-Click:PPC): Here advertisers pay for every click on their ad listed and is redirected to the target website. They do not pay for listing of an ad or for impression.



• CPV (Cost-per-View): Here advertisers pay for every click regardless of whether the user redirects to target website.



• CPA (Cost-per-Acquisition/Cost-per-Action/Pay-per-Action:PPA): In this type payment system, the advertiser pays only after completion of a specified transaction or type of action. In this, all the risk of ad running depends on publisher. This is most suitable for banner advertisements and new advertisers.



• Other similar kind of advertising is: CPL (Cost-per-Lead) - high-volume & light-weight, CPO (Cost-per-Order), CPE (Cost-per-Engagement) etc.



• Cost-per-Conversion: It is the ratio between "total cost of an ad campaign" to "number of conversions".



• Ads Status:
  
  
  • Normal: The ads are showing at full delivery.
  • In-Trial: The ads are showing but do not meet Google's "Quality-Score" and may be disabled.
  • On-Hold: The ads are not being shown and on hold for further review if any changes have been made.
  • Disabled: The ads are no longer showing.



• Ad Served: It shows the percentage of times that a paticular ad has displayed relative to other ads in the same Ad-group. Low rate indicates a need for rewriting and rewording.



• Keyword Matching Options: There are 4 different methods - Broad Match, Phrase Match, Exact Match, Negative Keyword.
  
  
  • Broad Match: Google Adwords default option. Ads will display while users search in any order.
  • Phrase Match: Ads will display while users search in same order with other words. e.g. "Hire Ppc Expert"
  • Exact Match: Ads will display while users search for the exact word. e.g. [Hire Ppc Expert]
  • Negative Keyword: Use negative sign before the keyword if you don't want to appear your ad at particular word with your keyword. e.g. "-Free Ppc Expert"

Google-Adwords Experts | Image-Banner Ads