So we’ve covered several of the three-letter abbreviations that appear often in paid search marketing, now let’s cover a more comprehensive list of keywords you must know.

A value used to determine the position of your ads (where ads are displayed on a page concerning other ads). The calculation of Ad Rank is carried out using the sum of your bid, the quality of auction time ad, the ad ranking threshold, the competitiveness of an auction, the context of a person’s search, and the expected impact of your ad format and other extensions.

Google Ads runs an auction every single time there is an available ad space whether it be on the search results, on a blog, news website, or any other page. Your bid puts you in the auction. Every auction determines which ads will be displayed in that space in a particular time frame.

A series of ad groups (ads, keywords, and bids) sharing a budget, location, targeting, and other settings. Campaigns are also used to organize the product or service categories you offer to your customers. One or more ad campaigns will run on your Google Ads account. There are one or more ad groups in each campaign. For example, Google Search, Google Shopping, Video and Mobile Advertising, and Display Advertising.

The CTR is the number of clicks your ad gets divided by the number of times your ad is shown: clicks divided by impressions = CTR.

With cost-per-click (CPC), you pay the search engine for each user’s click of your ad. It is the same as PPC (pay-per-click), however, some use Cost-Per-Click to refer to a particular metric that measures cost-per-click and use PPC to describe the overall strategy.

Cost per Mille (CPM) means cost per thousand impressions. This is an advertising model that is unlike the CPC because it’s based on how many people view the ad (known as “impressions”). This model is best suited for companies that aim to increase brand awareness and not generate direct sales.

Simply put, the rate of conversion is the percentage of people visiting your website (they do what you want them to do). A “conversion” could be almost anything depending on your hair surgery business objectives, but here are a few popular types of conversion such as:

• Purchases
• Submitting a Form
• Contacting your business on Social Media
• Engaging with your Online Chat

Google’s Search Network and Display Network are divided into two networks. When advertising on the Search Network, businesses insert text advertisements in the results of the search engine. On the Display Network, businesses put display ads over the Internet in a vast network of websites.

Extensions add more detail to your ad, which gives people more reasons to pick your company. Usually, they increase the click rate of an ad by several percentage points. Extension formats include the click button, location, link to specific sections on your website, and additional text.

Choosing the right keywords for your campaign will help expose your ads to the right clients. Your keywords will be compatible with the terminology used by your potential customers to locate their goods or services.

Pay-per-click (PPC) is the most widely used term to describe paid search models. It’s the same as cost-per-click (CPC) where the advertiser pays the search engine for every click for every click-through.

The quality score is Google’s calculation of how relevant a certain keyword is. When Google has sufficient data, keywords are assigned a score between 1 and 10, with 10 being the highest.

Don’t give up if you’ve tried to advertise on Google and got unsuccessful results. There are many reasons why your Google Ads may be ineffective right now. Let’s think about the common reasons!

There’s likely a good reason why your Google Ads aren’t showing up. It’s time to look at the most common reasons together!

Google AdWords advertising isn’t a banner or newspaper ad.

Small business owners often think keywords serve to make the most of Google searches and clicks. They take the concept of making AdWords comparable to the leading newspaper ad space, which is just not true.

This leads to other advertisers seeking #1 positions and using keywords that are too broad. Google AdWords strives to get specific clicks from interested consumers while minimizing their impressions. For example, a computer repair business that is advertising on the word computer is missing the mark.

Relevance in Google Ads means how useful the knowledge is to the searcher or potential customer. When Google determines relevance in your account, they look at many factors including your keywords, ads, and landing pages and they consider how closely connected they are to the keyword they are searching for.

If you receive a low-quality score on your ad, look for ways of restructuring campaigns, and ways to improve low CTR. Restructuring your ad groups is a good way to strengthen the layout of your account. When you move things around, your visible history will be erased, but the calculation of your quality score is maintained.

It can be a difficult challenge to select the right keywords at the right time for your company. If your initial strategy didn’t work out, knowing your options makes it easier to change your strategy.

If there is one benefit agencies have over in-house advertisers is that we have a broader range of experiences. We see different people constantly trying different strategies. If your current strategy is not working well for you, consider all the different methods we can creatively brainstorm together.