TERMS MENTIONED:

(1) Ad Assets (2) Ad Groups (3) Ad Rank (4) Ad Scheduling (5) Ad Strength

(6) Ad Variations (7) Alt Text (8) Anchor Text (9) Audience Segment

• An Ad Asset is a Google Ads feature that adds extra information to your advert to make it more useful.

• A good example includes adding your phone number next to the advert. People can call you directly from the advert with this extension.

• An Ad Group is a set of Ads in a Google Ads campaign that target similar keywords, themes, and audiences.

• You can create multiple Ad Groups and determine which advert and strategy works the best. Creating multiple ‘Ad Groups’ gives you better insights into your Ad Strategy and Keywords.

• A Rank is the Score that Google uses to determine your ad’s ranking positions on Google Ads. The higher your score, the higher your rankings.

• Ad rank score measures the quality of your ad, the clickthrough rate, the landing page, and the Ad Extensions implemented.

• Scheduling is deciding which days and times you would like your ad to appear on Google.

• Many businesses do not operate on the weekends and close during the week at specific times. Showing adverts during closing hours may waste your budget.

• Ad Strength is the measure of how well your advert will perform on Google’s marketing platform.

• Ad strength rates your advert from “poor” to “excellent” depending on the titles, descriptions, and keywords used. Relevant ads that are engaging perform well.

• Ad Variations is finding the best combination of your advert with A/B testing on your headings, descriptions, Images, and Call-To-Actions.

• Google will find the most successful ad combination to drive the most leads and sales in Google Ads.

• Alt text, also known as alternative text, describes an image (in writing) displayed on a website.

• Many browsers may not support the image displayed, and the “alt text” is required to provide a clear description of the image. An “Alt Text” has the potential to get an image ranked high on Google Images.

• Anchor text is text with a hyperlink inserted into it. When you click on anchor text, it can direct you to another website or webpage of the same website.

• The ‘text’ in the anchor text should be relevant and clear about where it directs you.

• ‘Audience Segments’ are groups of people you target in your Google Ads campaign based on their characteristics, interests, and behavior.

• Audience Segments helps you remarket offers to people who have previously visited your website.

TERMS MENTIONED:

(1) Bounce Rate (2) Broad Match (3) Bid Strategy

• Bounce Rate measures the percentage of people who leave your website without visiting another page or interacting with any of your website elements.

• If your website has a high bounce rate, it’s a sign that your website may not offer quality content, or takes a long time to load.

• Broad Match is the default keyword used in Google Ads campaigns. Broad Match targets all types of keywords related to the keyword inserted.

• Broad Match Keywords are not as specific as “Phrase Match” and “Exact Match” but give ads a wider reach, and that’s why it works well with AI.

• Bid Strategy is the bidding system you decide to use to spend your Google Ads budget.

• There are several types, such as Manual Bidding, Automated Bidding, and Smart Bidding. You can either bid for keywords manually or automate it with Google.

TERMS MENTIONED:

(1) Call Extensions (2) Campaign (3) Clickthrough Rate (4) Clicks (5) Conversions

(6) Conversion Tracking (7) Cost Per Click (8) Customer Match

• Call Assets are an Add-On feature for adverts on Google Ads. It displays contact numbers next to an ad for users to take down the number.

• Call Assets have a ‘call me’ button for mobile users to click and call you directly from the ad.

• A Google Ads campaign is the first step in setting up your Adverts.

• It includes specifying your advertising budget, marketing goals, bidding strategy, target location, and target audience. After you set up your Campaign, you move on to your Ads Groups.

• A click-through rate is the percentage of people who viewed your advert and clicked on it.

• It measures the appeal and effectiveness of your ad by comparing the number of people who saw your ad with the number of users who clicked on it.

• Clicks measure the number of people who clicked on your website link.

• Your website link may have been visible on Google, social media sites, or general websites. Clicks measure the number of people visiting your website.

• Conversions track essential actions that occur on your website. Conversions are calls, inquiries, quotes, sales, and application downloads.

• You use Conversion Tracking to track these events and determine if your SEO and PPC campaigns are beneficial.

• ‘Conversion rate’ is the percentage of people who visited your website and completed an action.

• ‘Conversion Rate’ compares the number of people who have clicked on your website with the number of people who completed a purchase or filled a contact form.

• Cost-Per-Click (CPC) is the amount you will have to pay each time someone clicks on your advert.

• The CPC amount depends on the platform, competition, and industry. Less competitive markets can pay R1 – R10 per click, while competitive markets can cost R50- R500 per click.

• ‘Customer Match’ is part of the Google Ads targeting feature, and permits you to upload your customers’ contact information to show them ads and re-engage with them.

• ‘Customer Match’ can also be used to target audiences similar to your Customer Audience list.

TERMS MENTIONED:

(1) Display Ads (2) Demographic Targeting

• Display Ads are multimedia adverts that appear on partner websites of Google. Unlike Search Ads, Display Ads appear on websites like YouTube.

• They are visually more appealing than plain text ads. You can target an audience based on their interests, location, and demographics.

• Demographic Targeting allows you to target your Google ads to people based on their age, income, gender, and parental status.

• This Google Ads feature saves money by avoiding wasted clicks, allowing you to focus your budget on people more suited to your brand.

TERMS MENTIONED:

(1) Exact Match

• ‘Exact Match’ is the keyword match-type used for your keywords in your Google Ad campaign. It informs Google to target the exact variation of the keyword specified.

• It has the lowest reach as it only targets an audience who uses the same keyword (word for word) when doing a Google search.

TERMS MENTIONED:

(1) Featured Snippets

• ‘Featured Snippets’ are ranked at the top of Google and provide the best explanation for your Google search.

• It can appear as a paragraph, list, table, or video. Google can feature any snippet of information from any website, which is why quality content is crucial.

TERMS MENTIONED:

(1) Impression Share (2) Impressions (3) Internal Links

• ‘Impression share’ is the percentage of times your ad appeared on Google compared to the times it could have appeared.

• If there were 100 searches, and your ad appeared 60% of the time, it would mean you missed out on 40% of 100 searches (40 searches).

• ‘Impressions’ is the number of people who saw your ad, whether they interacted with it or not.

• If your report showed 2000 impressions, it means that 2000 people saw your advert on Google. Compare your Impressions with your Click-through rate to measure the success of your ads.

• Internal Links are text or image links on a website that lead to other pages of the same website. Internal Links improve a website’s overall navigation, which contributes positively to the website’s SEO Score.

• The text used in the link is called the ‘anchor text’, and it must be relevant to the page it’s connecting to.

TERMS MENTIONED:

(1) Keywords (2) Keyword Research

• Keywords are words or phrases used by people when they conduct searches on Google.

• Understanding which keywords to target is one of the most vital aspects of Google Marketing. You determine the level of competition and understand the required budget.

• Keyword Research provides crucial information on keywords searched on Google.

• For instance, the average number of searches a keyword receives every month and the Cost-Per-Click for each keyword you want to target in your Google Ad campaign.

TERMS MENTIONED:

(1) Landing Page Experience (2) Local SEO

• Landing Page Experience is the landing page score your webpage receives on Google Ads.

• Factors that affect your score include relevance, transparency, loading times, mobile friendliness, and value. Professional landing pages receive higher conversions and higher ranking positions on Google.

• Local SEO is the process of optimizing your website for the local South African market.

• Local SEO includes ranking on Google Search, Google Maps, and Google My Business. It focuses on these three platforms to drive local traffic to a business.

TERMS MENTIONED:

(1) Meta Description (2) Mobile Optimization

• The ‘meta description’ is the description of a webpage found on search engines. It’s right between the heading and the link.

• The meta description isn’t an SEO factor anymore; however, well-constructed meta descriptions will increase your Click-through rate.

• Mobile Optimization is making your website compatible with mobile devices and tablets. Websites that do not provide a mobile-friendly experience perform poorly on Google.

• Your website needs to have a responsive design, easy navigation, readable text, and fast loading times.

TERMS MENTIONED:

(1) Organic Traffic (2) Outbound Links

• ‘Organic traffic’ is users from unpaid search results. SEO helps websites improve their organic positions on Google and receive high-quality traffic.

• Organic traffic is not immediate, unlike paid advertising; however, appearing high on Google will grow your business and save you money on PPC advertising.

• Outbound Links are links on your website that point to another website.

• Outbound links provide extra resources for your content and build credibility and trust with users, especially if you are linking to high-authority websites in your industry.

TERMS MENTIONED:

(1) Page Authority (2) Page Speed (3) Pay per Click (4) Phrase Match

• Page Authority, also known as PA, is an SEO score that measures how well a single webpage will perform on Google. It’s measured from 0 to 100.

• The higher the Page Authority of a webpage, the more likely it is to perform well on Google and receive organic traffic.

• Page Speed is the measure of how quickly a website loads. Quick-loading sites have higher rankings on Google and receive better results for paid advertising campaigns.

• Slow-loading sites may never reach top positions on Google, regardless of the amount of SEO implemented.

• Pay-Per-Click is the advertising platform’s policy for payments. Each time an individual clicks on your advert, you will be required to pay for the click.

• The Pay-Per-Click amount will vary depending on the competition in your industry and the advertising platform used.

• Phrase Match is the Keyword Feature in Google Ads that allows you to target keywords with similar wording. It may return keywords with added words before and after the keyword you specified.

• Phrase match has a wider reach than Exact Match Keywords but a lower reach than Broad Match Keywords.

TERMS MENTIONED:

(1) Quality Score

• ‘Quality score’ measures the relevancy and effectiveness of your advert on Google Ads. It provides a rating from 1 -10; the higher the score, the more successful the ad.

• The three main factors that affect Quality score include ‘Expected clickthrough rate, Ad relevancy, and landing page experience.

TERMS MENTIONED:

(1) Ranking (2) Robots TXT File

• Ranking is the position of your website on Google search results. The top 3 ranking positions receive the most traffic on Google.

• Most users do not visit Page 2 either, so ranking on the first page of Google is the primary goal in search engine optimization.

• The Robots TXT file informs search engines which webpages not to index on a website. Google has spiders that crawl the Internet looking to add (Index) websites to their directory, and the robots.txt provides these spiders with instructions.

• For Instance, when a website is in the process of being built, the robots.txt file will inform spiders not to crawl the website.

TERMS MENTIONED:

(1) Search Network (2) Shopping Ads (3) Sitelinks

• The Google Search Network is the area where your Google Ads may appear, such as Google Search, Google Maps, Google Shopping, and other partner search engine sites.

• When running Google Ad campaigns, you can unselect partner sites if you only want to appear on Google.

• Google Shopping Ads are adverts that appear at the very top of Google. The adverts contain an image, title, and price.

• Businesses that sell physical and digital products should use Google Shopping to market their goods, as these types of adverts have higher conversion rates.

• Sitelinks are hyperlinks placed on adverts or organic listings to help users navigate more conveniently.

• In Google Ads, you can add sitelink assets to your ads, which allows users to access different pages of your website directly from your ad.

TERMS MENTIONED:

(1) Text Ads

• Text Ads are adverts that appear in text form. Text Ads consist of titles, descriptions, URLs, and Assets.

• Text Ad Titles must contain eye-catching words, while the description should encourage users to click into your website. Assets, or Add-Ons, increase the functionality of your ad.