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32 essential paid media terms explained in plain English.
Hints that help Google's AI find the right audience for Performance Max campaigns.
The approach used to set bids in digital advertising auctions.
A keyword match type that shows ads for searches related to your keyword, including variations.
Facebook/Instagram campaign objective optimized for purchases from your product catalog.
Cost Per Acquisition – how much you pay to acquire one customer or conversion.
Cost Per Click – the amount you pay each time someone clicks your ad.
Cost Per Lead – the cost to generate one qualified lead.
Cost Per Mille (thousand impressions) – what you pay for 1,000 ad views.
Click-Through Rate – the percentage of people who click your ad after seeing it.
Data Management Platform – software for collecting and organizing audience data.
Demand-Side Platform – software that automates digital ad buying across multiple sources.
Retargeting ads that automatically show products users previously viewed.
A keyword match type that shows ads only for searches very closely matching your keyword.
The average number of times each person saw your ad.
Each time your ad or content is displayed, whether or not it's clicked.
Targeting people similar to your existing customers or website visitors.
Paid ads designed to match the look and feel of the platform they appear on.
Keywords that prevent your ads from showing for irrelevant searches.
A keyword match type that shows ads for searches including the meaning of your keyword.
Pay-Per-Click – advertising where you pay only when someone clicks your ad.
A structured file containing product data used for shopping ads and marketplace listings.
Automated buying and selling of digital ads using technology and data.
Google's rating (1-10) of your ad's relevance and quality.
The number of unique users who saw your ad or content.
Showing ads to people who previously visited your website or engaged with your brand.
Return On Ad Spend – revenue generated for every dollar spent on advertising.
Real-Time Bidding – automated auction system for buying and selling ad impressions instantly.
Search Engine Advertising – same as SEM, primarily used in Europe.
Search Engine Marketing – paid advertising on search engines like Google.
Product-based ads showing images, prices, and merchant names in search results.
Google's automated bidding strategies that use machine learning to optimize for conversions.
Supply-Side Platform – software that helps publishers sell ad inventory programmatically.
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