SEM 101 Flashcards

Terminology and performance metrics for SEM 101, including Google Ads structure, match types, ad components, bidding strategies, and audience targeting.

Search

The process of pursuing information through a search engine.

Plain English: Someone has a question and types it into Google looking for an answer.

Search Query

The search entered by a consumer.

Plain English: The exact words someone types into Google.

SERP (Search Engine Results Page)

The page shown after a user enters a query.

Plain English: The Google results page.

Paid Search

Sponsored listings that appear through auction-based bidding.

Plain English: Companies pay Google to show their ads when people search certain terms.

Organic Search (SEO)

Results determined algorithmically.

Plain English: The free results that show up because Google thinks they're the most relevant.

Account

A set of campaigns supporting an advertiser.

Plain English: The top level of a Google Ads account.

Campaign

A set of ad groups sharing budget and settings.

Plain English: A bucket of ads that share the same budget, targeting, and goals.

Ad Group

A collection of ads targeting a shared keyword theme.

Plain English: A folder inside a campaign that holds similar keywords and ads.

Keyword

Words or phrases describing your product or service.

Plain English: The terms you tell Google you want to show ads for.

Broad Match

Shows ads for related searches.

Plain English: Google has the most freedom to decide what searches are close enough.

Phrase Match

Shows ads for searches containing the keyword meaning.

Plain English: More control than broad match, but Google can still expand a little.

Exact Match

Shows ads for searches with the same meaning.

Plain English: The most controlled targeting option.

Negative Keyword

Prevents ads from showing for certain searches.

Plain English: A keyword you DON'T want to show up for.

Ad Copy

The written content shown in a search ad.

Plain English: Everything a user reads in your ad, including headlines, descriptions, and extensions.

Headline

The primary text shown at the top of a search ad.

Plain English: The first thing people see when your ad appears on Google.

Description

The supporting text beneath the headline.

Plain English: The part where you explain why someone should click.

CTA (Call to Action)

Language that encourages users to take action.

Plain English: The part of the ad that tells someone what to do next.

Responsive Search Ad (RSA)

An ad format that automatically combines headlines and descriptions.

Plain English: You give Google lots of headlines and descriptions and it tests combinations automatically.

Ad Strength

Measures the quality, relevance, and diversity of ad copy.

Plain English: Google's report card for your RSA.

Landing Page

The webpage users arrive at after clicking an ad.

Plain English: The page your ad sends people to.

Final URL

The destination webpage URL.

Plain English: The website link behind the ad.

Landing Page Experience

Google's estimate of how useful a landing page is.

Plain English: Did the page actually answer the user's question?

Search Auction

The process that determines which ads appear.

Plain English: Every Google search creates a mini competition between advertisers.

Bid

The maximum amount an advertiser is willing to pay.

Plain English: How much you're willing to pay for a click.

Ad Rank

Determines where your ad appears.

Plain English: The score Google uses to decide ad position.

Quality Score

Google's rating of keyword relevance.

Plain English: A score showing how well your keyword, ad, and landing page work together.

Expected CTR

Google's prediction of how likely an ad is to be clicked.

Plain English: How likely Google thinks people will click your ad.

Ad Relevance

How closely a keyword relates to an ad.

Plain English: Does your ad match what someone searched?

Smart Bidding

Automated bidding strategies that use machine learning.

Plain English: Google automatically adjusts bids to help hit your goals.

Target CPA

Get conversions at a target cost.

Plain English: Tell Google how much you'd like to pay per conversion.

Target ROAS

Get a desired return on ad spend.

Plain English: Tell Google how much revenue you want back for every dollar spent.

Maximize Conversions

Get as many conversions as possible.

Plain English: Focus on generating the most conversions within budget.

Maximize Clicks

Get as many clicks as possible.

Plain English: Focus on generating the most website visits within budget.

Audience

A group of users with shared characteristics.

Plain English: A specific group of people you want to target.

Affinity Audience

Users grouped by interests and habits.

Plain English: People who consistently like certain things.

In-Market Audience

Users actively researching a purchase.

Plain English: People who are probably close to buying.

Remarketing

Reaching previous website visitors.

Plain English: Showing ads to people who already visited your website.

Conversion

A desired action completed by a user.

Plain English: The thing you wanted the user to do, like book, buy, or submit a form.

Impression

Any time an ad is served.

Plain English: Someone saw your ad.

Click

Any time a user clicks an ad.

Plain English: Someone clicked your ad.

CTR

Clicks divided by impressions: $\frac{\text{clicks}}{\text{impressions}}$.

Plain English: Out of everyone who saw the ad, how many clicked it?

CPC

Cost divided by clicks: $\frac{\text{cost}}{\text{clicks}}$. Plain English: How much you paid for each click.

CVR (Conversion Rate)

Conversions divided by clicks: $\frac{\text{conversions}}{\text{clicks}}$.

Plain English: Out of everyone who clicked, how many converted?

CPA

Cost divided by conversions: $\frac{\text{cost}}{\text{conversions}}$.

Plain English: How much it cost to get one conversion.

ROAS

Revenue divided by ad spend: $\frac{\text{revenue}}{\text{ad spend}}$.

Plain English: How much money you made compared to what you spent.

Impression Share

Percentage of impressions received compared to total available.

Plain English: Out of all the times you could have shown up, how often did you actually show up?