Online Advertising Terms: A Glossary

by Christina Odell | Oct 12, 2017

If Online Advertising isn’t your forte, here’s a list that can hopefully help you understand what’s going on in the world of online advertising.

This is a list of some of the basic concepts, terms, and unique acronyms that are commonly mentioned when talking about digital marketing.

We hope it helps provide some clairification for you and your team.

online advertising terms

Online Advertising Terms : General

Pay -per- click (PPC): You pay when your ad is clicked on. You set a max budget of how much you want to spend per click. Also known as Cost per click (CPC)

Cost per thousand Impressions (CPM): Cost per mille.  In Latin, French, and Italian, "mille" means one thousand.  You can also remember this by the Roman Numeral M, as it denotes one thousand.  This is when your cost is factored based on one thousand impressions, or the number of times your ad is shown. 

Cost- per-view (CPV): A bidding option for video campaigns where you pay for a view

Clicks: When a user clicks on your ad

Impressions: Each time your ad is shown

Click Through Rate (CTR): The percent of how often people click on your ad. 

CTR= Clicks/Impressions

CTA: Call to Action.  A phrase used in an ad or graphic that invites the user to take a specific action such as Click Here or Email Someone Now.

Conversion: A trackable action that is important to your organization.  Your conversions are oftentimes your KPIs (Key Performance Indicators). Internally, at CV we track how many people have viewed our Gospel Presentations to a 90% view depth, and also how many people have submitted email responses to our partners. Both of those metrics are KPIs, and they are both considered conversions in our Adwords campaigns. 

Google AdWords Specific

Here at CV Outreach we use Google AdWords as one of our online advertising programs. Here are some basic terms that are found in Google Adwords.

Campaigns: Includes ad groups that share ads, keywords and a budget. Campaigns are the best way to organize products or services by categories.

Ad Group: Contains your ads and keywords

Keyword: Words or phrases that explain your product or service. Keywords are what users are googling that would make your ad appear

Ad Position: The order in which your ad appears on Google, top to bottom of page.

Ad Rank: A value determined by bid amount, quality score and the expected impact of ads. Also determines your ad position

Keyword planner: A free tool that provides keyword ideas along with the estimated monthly searches and suggested bids

Keyword Insertion: An Ad that inserts the keyword users have searched into the headline of the ad.  This is used to make the ad seem more relevant

Landing Page: The website users are taken to once they click on your ad

Quality Score: A scale on 1-10 and determined by the quality of your ads, keywords and landing pages

Top of page bid estimate: the estimated bid you need to have your ad showing at the top of the search results

Display Advertising: Digital advertising that includes graphics on website placements

Search Network Advertising: Ads placed on a search engine website

Google Adwords Grant: Verified Non-Profits can receive up to $10,000 USD to advertise on Googles Search Network with text-based ads.

This list is by no means exhaustive.  So, if you have other terms or concepts that you would like for us to define, and add to this list, let us know in the comments below.



Want to know just how many people are googling different topics?  Download this spreadsheet we created with the monthly google searches for a variety of applicable church topics.

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