Search Ads Basics
This type of advertising appears when users search for products or services online.
What is Search Engine Advertising?
Words or phrases advertisers choose so their ads appear in search results.
What are keywords?
This match type reaches the widest audience but is less precise.
What is Broad Match?
The average revenue earned per customer order.
What is Average Order Value (AOV)?
The number of times an ad appears on a screen.
What are Impressions?
Search ads appear on these pages when users type a query.
What are Search Engine Results Pages (SERPs)?
Keywords should closely relate to products and services. This keyword selection factor is called this.
What is relevance?
This match type shows ads when the search contains the keyword in the same order.
What is Phrase Match?
The average price a product sells for over time.
What is Average Selling Price (ASP)?
This happens when a user selects an ad and visits the website.
What is a Click?
Businesses compete for ad placement using this system for keywords.
What is bidding?
A metric that shows how often a keyword is searched.
What is search volume?
This match type only shows ads for a very specific search query.
What is Exact Match?
The code used to identify and track a specific product in inventory.
What is SKU (Stock Keeping Unit)?
This metric measures how often people click an ad compared to how often it is shown.
What is Click-Through Rate (CTR)?
This type of online behavior signals a higher likelihood that a customer is ready to purchase.
What is search behavior?
When businesses include location words like “near me” or a city name.
What is geographic targeting?
Match types help businesses control this about their ads.
What is who sees the ad / targeting precision?
The total revenue divided by number of items sold equals this metric.
What is Average Selling Price (ASP)?
This metric measures the average amount paid for each click on an ad.
What is Average Cost Per Click (Avg CPC)?
Search ads target customers when they are in this mindset.
What is a shopping or buying mindset?
Tools marketers use to discover keyword ideas and analyze competition.
What are keyword research tools?
Businesses should test different match types to improve this.
What is ad performance / campaign optimization?
A metric that measures the cost required to gain a customer.
What is Customer Acquisition Cost?
This metric measures the total money spent on an advertising campaign.
What is Total Cost?