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A/B Test: Comparative test in which an audience is split (usually in half) and two alternative solutions or features are run on each subset. It is used to compare the performance of one solution or feature against the other.
Ad Extensions: Additional pieces of information that can be added to your online ads, such as phone numbers, links, or location details, to make them more informative and compelling to potential customers. Ad extensions we use in our ads: Sitelinks, Callouts, Structured Snippets, Call, Location, & Image.
Ad Group: An ad group contains one or more ads that share similar targets. Use ad groups to organize your ads by a common theme, such as the types of products or services.
Ad Placement: Ad placements refer to the specific locations where ads are displayed. Ad placements play an important role in advertising as they can be used to maximize the reach and impact of ad campaigns.
Advertiser Verification: Process necessary for Google to prioritize your business. Process includes the business owner verifying details of the business such as identity verification, business practices, location, etc.
Audience signal: Signals that target specific groups of users based on their behavior and demographics. By understanding these signals, Google P Max can serve ads more likely to be seen and engaged with by the people they are trying to reach and achieve better results overall.
Automated Bid Strategy: A bid strategy that uses Google AI to set bids for your ads based on that ad's likelihood to result in a click or conversion.
Backlink: A link from one website to another. Backlinks are important for SEO, as they signal to search engines that a website is authoritative and trustworthy.
Campaign: Coordinated efforts to promote to a specific audience through SEO, PPC, Organic Social, or a combination of platforms.
Click-through rate (CTR): The percentage of people who see an ad and click on it. CTR is an important metric for measuring the effectiveness of paid advertising campaigns.
Conversions: People who came to your page and took the desired action. Phone call, form fill or applications.
Conversion rate: The percentage of visitors to a website who take a desired action, such as making a purchase or signing up for a newsletter. Conversion rate is a key metric for measuring the success of digital marketing campaigns.
Cost per Lead (CPL):The Cost Per Lead (CPL) is the dollar amount spent on ad campaigns to acquire a new lead. The Cost per Lead is calculated by dividing the ad spend by the number of leads acquired within a given time frame.
Email marketing: The process of sending marketing messages to customers via email. Email marketing can be used to promote products or services, build relationships with customers, anddrive traffic to a website.
Frequency Cap: A feature that limits the number of times your Display or Video ads appear to the same person over a given period of time.
Funnel: A visual representation of the different stages that a customer goes through before leasing. The funnel typically consists of four stages: awareness, consideration, decision, and lease.
GA4 Code: Code to be installed in each property's website that collects both website and app data to better understand the customer journey.
Impressions: An impression occurs any time a user opens an app or website, and your ad is visible.
Insertion Order (IO): A document that contains the details of an advertising campaign, signed by the Regional Manager for the specific property.
Learning Phase: The first three months of a live campaign that allows the algorithms to gather data on how users are responding to an ad in order to optimize the ad delivery and targeting.
Location Targeting: Select specific locations where you want your ad to be shown. By default, your ads can show to people in, regularly in, or who've shown interest in your targeted locations.
Keyword Match Types
| Match Type | Syntax | Appears For |
| Broad Match | apartments near me | Searches that relate to your keyword. |
|
Phrase Match |
"apartments near me" | Searches that include the meaning of your keyword. |
| Exact Match | [apartments near me] | Searches that are the same meaning as your keyword. |
Keyword research: The process of identifying the keywords that potential customers are using to search for products or services like yours. Keyword research is important for SEO and paid advertising campaigns.
Organic Search: The results that are displayed on a search engine results page (SERP) when a user performs a search. Organic search results are ranked based on a variety of factors, including the quality and relevance of the website content.
Paid Search Ads: Type of digital marketing strategy that allows companies to pay search engines to place their ads higher on relevant search engine results pages (SERPs) with the goal of driving traffic to their site. Paid Search is the most common form of Pay-per-click — or PPC advertising.
Pay-per-click (PPC):PPC or pay-per-click is a type of internet marketing which involves advertisers paying a fee each time one of their ads is clicked. Simply, you only pay for advertising if your ad is clicked on.
Performance Max (P Max): Google's newest goal-based campaign type focused on driving performance and high-quality conversions utilizing Google AI. It's designed to complement traditional keyword-based Search campaigns by targeting prospects across all of Google's channels including YouTube, Display, Search, Discover, Gmail and Maps.
Position: The average ranking of your website URLs for the query or queries. For example, if your site's URL appeared at position 3 for one query and position 7 for another query, the average position would be 5 ((3+7)/2). This happens for multiple queries for multiple keywords. A good benchmark for position is 30-35
Reach: Reach is the total number of people who see your ad. Impressions are the number of times your ad is displayed, no matter if it was clicked or not. Think of reach as the number of unique people who see your ad.
Remarketing/Retargeting: A type of online advertising that targets people who have already visited a website but have not yet converted. Remarketing ads can be used to remind people about a product or service that they areinterested in and encourage them to return to the website to complete their purchase.
Search engine marketing (SEM): Is a type of digital marketing that involves using paid advertising to improve your website's visibility on search engine results pages (SERPs). SEM encompasses a variety of channels, including search, performance max, display, and video ads.
Search engine optimization (SEO): The process of optimizing a website so that it ranks higher in search engine results pages (SERPs). SEO techniques can include optimizing website content, building backlinks, and improving website performance.
Social media marketing: The use of social media platforms to connect with and engage potential customers. Social media marketing activities can include sharing content, running social media contests, and interacting with followers.
Website analytics: The process of collecting and analyzing data about how people visit and interact with a website. Website analytics can be used to track traffic sources, measure website performance, and identify areas for improvement.