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AAARR is a framework used to measure and optimize business growth, including acquisition, activation, retention, revenue, and referral.

Ad copy

Ad copy is written content in ads that persuades viewers to take action. It aims to grab attention, generate interest, create desire, and prompt action.

Ad Rank

Ad Rank is Google’s way of determining the ordering of competing ads on a search engine results page (SERP). It also determines whether your ads are eligible to show at all.

Ad relevance

Ad relevance measures how closely related your keyword is to your search ads. There are three possible statuses your keywords can have.

Ad spend

Ad spend is the amount of money a company invests in advertising across various channels to promote their offerings, measured per-campaign to determine ROI and future budgets.

Advertising robot

Advertising robot generally describes an automated software system that optimizes digital advertising campaigns, also known as “advertising automation” or “advertising bots”.

AI technology

AI technology involves using algorithms and machine learning to enable computers to perform tasks that typically require human intelligence.


An algorithm is a set of rules that a computer program follows to solve a problem or complete a task, used in various applications like data analysis and machine learning.


Analysis is examining data to draw conclusions, identify patterns, and make decisions by breaking down information into smaller parts and interpreting results.


API stands for Application Programming Interface. It is a set of protocols, routines, and tools that enable software applications to communicate with each other and share data.

Artificial Intelligence

Artificial intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. The term may also be applied to any machine that exhibits traits associated with a human mind, such as learning and problem-solving.

Attribution models

Attribution modeling is a framework for analyzing which touchpoints, or marketing channels, will receive credit for a conversion.


Audience targeting can boost your campaign’s performance by reaching people browsing websites, using apps, or watching videos.


Banner advertising uses a rectangular graphic display that stretches across a website’s or online media property’s top, bottom, or sides.

Big data

Big data is the huge amount of data generated by people, organizations, and machines that traditional processing tools can’t handle due to its complexity.


Bing is a search engine owned and operated by Microsoft. Provides search and advertising across web, images, and videos. Has rewards and advanced image search.


Boosting is a ML technique using higher weights on misclassified data to improve model performance. This helps the model to learn from its mistakes and perform better on future predictions.


Your budget caps the amount you spend on an individual campaign, so it should be the average amount you’d be comfortable spending daily.

Budget allocation

Budget allocation is the division of financial resources across various areas of a company, prioritizing expected returns on investment, to optimize efficiency and profitability.


Callouts can improve your text ads by promoting unique offers to customers, like free shipping or 24-hour customer service.

Callout extensions

Callout extensions let you include additional text so you can show more detailed information about your business, products, and services.


Chatbots are computer programs that use NLP and machine learning to simulate human conversation and assist with tasks, questions, and information through text or voice-based interfaces.


ChatGPT is a large language model trained by OpenAI, capable of generating human-like responses to text-based inputs in various domains and contexts.

Click-through rate

Achieving a high click-through rate is essential because it directly affects your Quality Score and how much you pay every time someone clicks your ad.

Content Optimization System (COS)

A Content Optimization System (COS) is a set of processes, techniques, and tools used to manage, optimize, and improve digital content for maximum impact.


A conversion is an action that is counted when someone interacts with your ad and are measured with conversion tracking.

Conversion Rate Optimization (CRO)

CRO optimizes marketing to increase website visitor conversion rates into customers by improving user experience, content, design, and testing.


Many businesses wonder about the cost of Google Ads and how much they should spend on Google Ads. Perhaps you too?

Cost of sale

Cost of sales used to be more popular than ROAS but is now rarely seen and primarily used in retail companies. The calculation, however, is the direct opposite.


Cost-per-click (CPC), also known as pay per click (PPC), is how much you pay per click on an advertising platform.

Customer acquisition cost (CAC)

Customer Acquisition Cost (CAC) is the total cost of acquiring a new customer, including marketing and sales expenses, used to measure marketing ROI.


Data is information that is collected, organized, and analyzed to generate insights and make informed decisions, and can take many forms, such as numbers, text, images, and audio.

Deep learning

Deep learning trains machines to learn from data and make predictions without explicit programming. A subset of AI that focuses on human-level tasks.

Digital marketing

Digital marketing leverages technology and data to promote products, engage customers, and build brand awareness through channels like search engines, social media, email, mobile apps, and websites.

Display ads

Display Ads are the visual banner ads you see on advertising-supported sites. Its targeting options let you strategically show your message to potential customers at the right place and time.

Dynamic Search Ads

By preceding keywords and instead using your actual website or a product feed for your business, Google matches users’ queries to the product type on your site or feed and shows a dynamically generated, tailored ad. This is DSA.

Enhanced cost-per-click

Enhanced cost-per-click works by automatically adjusting your manual bids for clicks that seem more or less likely to lead to a sale or conversion on your website.

Expanded text ads

Expanded text ads are similar to the text ads you’re used to, but with a few key differences.

Expected click-through rate

The expected click-through rate (eCTR) is a keyword status that measures how likely your ads will get clicked when shown for that keyword, irrespective of other ad formats that may affect the visibility of your ads.

Exponential growth

Accelerating growth at a proportional rate over time, seen in compound interest, population, and technology adoption.


Facebook for business is a tool for companies to connect with customers, promote products, and measure success through targeted ads, organic content, and insights.

First interaction attribution

The First Interaction Attribution Model is the opposite of the last-click attribution model, giving full credit to the first click that drove someone to your website before converting.

Fraud detection

Fraud detection uses data analysis to identify and prevent fraudulent activities, detecting patterns that deviate from normal behavior to minimize financial losses and preserve customer trust.

Google Ads

Google Ads allows you to create online ads to reach audiences interested in your products and services.

Google Ads bid strategies

Google Ads offers several bid strategies that help you focus on getting clicks, impressions, conversions, or views.

Google Analytics

Google Analytics tracks website activity such as session duration, pages per session, bounce rate, etc., of individuals using the site and the information on the traffic source.

Google Data Studio

Google Data Studio is a tool that turns your data into informative, easy-to-read, and easy-to-share customizable dashboards and reports.

You Visualize your data through highly configurable charts and tables, and it’ll make your reports interactive with viewer filters and date range controls.

The data control turns any report into a flexible template report that anyone can use to see their data.

Includes links and clickable images to create product catalogs, video libraries, and other hyperlinked content.

Google Display Network

The Google Display Network is designed to help you find the right audience, and its targeting options let you strategically show your message to potential customers.

Google Merchant Center

The primary goal of the Google Merchant Center is to allow businesses to upload and maintain product information, including pictures and pricing, to be displayed in relevant Google Shopping searches.

Google Merchant feed

Google Merchant feed is a file made up of a list of products that use groupings of attributes that uniquely define each of your products.

In Merchant Center, all your products will be added to a primary or a supplemental feed. Once you’ve created a feed, it can be added to any programs you’ve signed up for.

Google My Business

Google My Business exist for businesses and organizations to manage their online presence across Google, including Search and Maps.

Google PageSpeed insights

PageSpeed Insights (PSI) measures the performance of a page on both mobile and desktop devices and then provides suggestions to improve that page.

Google performance max

Google’s Performance Max is a new advertising solution that optimizes ad campaigns using machine learning for maximum ROI.

Google Shopping

Google Shopping is a comparison-shopping engine, which is a service that allows retailers to advertise their products to searchers in a visually appealing way.

Google Smart Shopping

With Google Smart Shopping, you can simplify your campaign management, maximize your conversion value, and expand your reach.

Google Tag Manager

Google Tag Manager (GTM) is a tag management system that allows you to easily update measurement codes and related code fragments known as tags on your website or mobile app.

Growth loops

Growth loops are cyclical processes that fuel business growth by acquiring and retaining users, driving engagement, and generating referrals to create a self-sustaining ecosystem of growth.


Each time your ad appears on, let’s say, Google or Meta, it’s counted as one impression.


Instagram is a social media platform that allows users to share photos and videos with followers. It has become a valuable platform for businesses looking to reach and engage with their audiences.

Intelligent Automation

Intelligent Automation is AI and RPA used to automate tasks, increase efficiency and accuracy, and improve decision-making for businesses.


Keywords are words or phrases describing your product or service that you choose to help determine when and where your ad can appear.


KPI is a measurable metric used to evaluate performance against goals and objectives, providing insights and driving informed decision-making.

Landing page

A landing page is a standalone web page created specifically for a marketing or advertising campaign — where a visitor “lands” after they click a link.

Landing page experience

Landing page experience is Google Ads’ measure of how well your website gives people what they’re looking for when they click your ad.

Last-click attribution model

The Last Click Attribution Model gives full credit to the last click that drove someone to your website before converting.

Long tail keywords

Long-term keywords are specific search terms used for SEO to improve organic search rankings over time.

Machine learning

Machine learning is an application of artificial intelligence that allows the AI System to learn from the environment automatically and applies that learning to make better decisions.


Marketing involves promoting and selling products or services through various channels, such as advertising, branding, and market research.

Marketing automation

Marketing automation uses software to automate repetitive marketing tasks, like email campaigns and lead nurturing.

Marketing funnel

The marketing funnel is a visual representation of the stages a customer goes through when considering, evaluating, and making a purchase, including awareness, interest, decision, and action.


Meta is the new name for Facebook’s parent company, focused on building the metaverse – a fully immersive digital world using VR and AR technologies.

Meta Ads

Meta Ads are advertisements created using metadata, machine learning, and artificial intelligence to personalize content based on user preferences and behavior.

Microsoft ads

Microsoft Ads: online ad platform on Bing and partner sites. Offers targeting options, tracking tools, and performance optimization for businesses.

Monthly budget

Keep your budget under control by adjusting it to the average amount of days in the month, then making sure that your daily budget is a reasonable amount.

My client center (MCC)

My Client Center, commonly known as an MCC, is an overall account used to manage multiple Google Ads accounts without constantly logging in and out of each Google Ads account.

Negative keywords

Negative keywords are terms that advertisers use to prevent their ads from appearing to users searching for those keywords, improving targeting and preventing irrelevant clicks.

NLP – Natural language processing

NLP is a form of AI that allows machines to comprehend, interpret and generate human language, enabling them to interact with people more naturally.


Optimization improves system efficiency and effectiveness through data-driven approaches to reduce waste and achieve better results.

Pattern Recognition

Identifying and categorizing patterns or features within data using algorithms or heuristics, used in image and speech recognition, and natural language processing.

Position-based attribution

A Position-Based Attribution Model splits most of the credit between the first and last clicks of the conversion path.

Predictive analytics

Predictive analytics involves using statistical techniques and machine learning algorithms to analyze data and make predictions about future events or outcomes.

Progressive web application (PWA)

A Progressive Web Application (PWA) is software delivered through the web, built using common web technologies including HTML, CSS, and JavaScript.

Promotion extensions

Promotion extensions can add more value to your Search Network text ads by highlighting your sales and promotions for people searching for the best deals your business offers.

Quality score

Quality Score is Google’s rating of the quality and relevance of your keywords and PPC ads and used to determine your cost per click (CPC).

Responsive search ads

Responsive Search Ads let you create an ad that adapts to show your customers more text and relevant messages.

Return on ad spend

ROAS is the multiple your advertisement spend generates, and the calculation is revenue generated from ads divided by the ad spend.

Return on investment

Return on investment (ROI) is the ratio of your net profit to your costs and is one of the most important KPIs for an advertiser.

Search console

Google Search Console is a service offered by Google that helps you monitor, maintain, and troubleshoot your site’s presence in Google Search results.

Search engine

A search engine is a software system that retrieves relevant information from its database when users enter keywords or phrases. Popular examples include Google, Bing, and Yahoo.

Search engine marketing

Search Engine Marketing (SEM) is the act of using paid strategies to increase search visibility. With SEM, brands pay for ads to appear as search results on search engine results pages (SERPs).

Search engine optimization

SEO means search engine optimization, which is the art of ranking high on search engines in the unpaid section, also known as the organic listings.

Search term

A search term, otherwise known as a search query, is the word or phrase someone enters into a search engine.


The e-commerce reports allow you to analyze purchase activity on your site or app that tells you product and transaction information, average order value, and other data.


Workflow is a process for completing tasks, ensuring efficiency, consistency, and accountability.

Youtube ads

YouTube ads are video ads that appear before, during, or after YouTube videos, reaching targeted audiences based on demographics, interests, and behaviors, to drive brand awareness and engagement.

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