Jargon Buster| Glossary


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A/B Split Testing

Comparing the results of two different web pages or ads to see which performs better.


Above The Fold

The “fold” is essentially the bottom of the page when you look at the screen. This used to be a big deal, with businesses worrying that anything ‘below the fold’ would never be seen by customers… These days it’s not as important to keep all the vitals (calls to action etc) ‘above the fold’ but it can help.


Ad Copy

The writing that goes into your ad – what the customer sees in the search results.


Ad Customisers

Really tailor your ads with Customisers – you can adapt your text ads to devices used, lcoations, the time of day or even have a countdown to the end of a sale. You can have hundreds of variations on a single text ad.


Ad Rank

The factors that contribute toward quality score. These include Landing Page relevancy, ad relevancy and expected Click Through Rate


Ad Spend

The investment made on advertising.See also ROAS


Adaptive Website

Uses predefined layouts to resize a webpage for viewing on different devices. So, some elements of the page that would show on a desktop wouldn’t appear on the same page viewed on a smartphone. See also Responsive Websites.


Ad Group

When different ads contain similar keywords they are contained within an ad group. It helps you to organise your ads by a common theme.



The former brand name for Google’s Pay Per Click (PPC) advertising service, now known as Google Ads. This is a performance-based service where you only pay for actual clicks to your website.



Essentially, these are calculations or scientific formulas. In our industry they are used in PPC and SEO. Google makes changes to its algorithms that determine where pages rank in a search.



Analysing data or statistics. Most often when people talk about Analytics, they mean Google Analytics, where you can see various information recorded about your website, PPC campaigns, customer behaviour and more.


Anchor Text

The clickable text in a hyperlink. Within a piece of text on a web page you might find a hyperlink. SEO best practices dicate that the text itself should be relevant to the page it’s directed to and not the keyword you are trying to rank for.





The amount you are willing to pay to appear for a search on your keywords. Just like an auction, the more popular the keyword, the more you might have to pay to appear higher on the SERP. There are other factors that determine the CPC, however, and top place in the search results doesn’t always go to the highest bidder.


Below The Fold

See Above The Fold


Black Hat SEO

Unethical process of improving Page Rank – through buying links, automated content, hidden text/links, keyword stuffing, duplicate content and more. Using these tactics/techniques can get will have a negative impact on your Google SEO. Short term gains, long term pains!



See Crawler


Bounce Rate

The percentage of people that arrive on your website who navigate away after only viewing the page they arrive on.


Brand Bidding

A marketing tactic of bidding on the brand terms of your competitors, so that people searching for their products/services are served your ad too, so they can make a choice. Great for brand awareness, it shows new customers that you also provide what they’re looking for.



Navigation tool that allows users to retrace their steps. Can appear on websites, showing where the user is in relation to the website hierarchy. e.g. What We Do > Pay Per Click > Remarketing.


Broad Match

Keyword Match Type. Broad match is what Google uses by default, unless you specify a different match type (e.g. exact match). For example, if you chose Broad Match for wooden windows, your ad might appear for white wooden windows, wood windows and other broadly relevant searches. It will also show up on searches that include misspellings or synonyms.


Broken Link

Ever clicked on a link and gone through to a blank page or an error page? That’s a broken link. They happen, but what you do about them is more important. It’s good practice to make sure that any broken links are fixed. They could be costing you traffic and they can put the Google bots off your web page. You can set up a page called a ‘404 error’, this explains to the user that something’s gone wrong, then tells them what to do next – go to a different page or search for something else.




Call Extension

An added bonus on your ad that includes a phone number in your advert that customers can use to call you directly from that ad (without needing to visit the site/look for a contact page).


Call Out Extension

These are ‘added value extras’ that can appear in your ad. Usually used to define your USPs (such as Free shipping for retail sites or awards gained).



A computer system that determines whether a website user is a human or a robot, usually through questions. Used to lower the amount of spam traffic/sign ups/data extraction.


Click Tracking URL

Adding tags to URLs so that you can track useful information and assess the overall performance of your PPC.



When someone clicks on your advert, this is called a ‘click’.



After a customer clicks on your ad and takes an action that you’ve defined as being important to your business – for instance, a sale/lead/email sign-up.


Conversion Rate Optimisation

Improving the percentage of people who visit your website and then convert (buy something, sign up for something). You can achieve this through a number of processes – A/B split testing headlines, CTAs, analysing the customer journey and more.


Conversion Tracking

A free tool that lets you see what a customer does after they’ve clicked on your ad.



Cost Per Acquisition – The price you pay for a lead/conversion/specified action. You can set this to be whatever is most valuable to you – impressions, clicks, form submissions or sales, for instance.



Cost Per Click – The price you pay when someone clicks on your ad. A click is a visit to your website, which can be very valuable. It will always be equal to or less than your maximum bid.



Cost Per Engagement – The price for an interaction with your ad – impressions are free and you only pay when someone engages within the ad. Especially used on Facebook advertising.



A program that browses the web systematically, looking for items to create an index of data from. Also known as a ‘spider’ or ‘bot’.



Call To Action a button or a directive on a website/landing page that tells the customer what the next step is. Example CTAs include “Contact Us”, “Submit”, “Email Me”, “Learn More”



Click Through Rate – The ratio used to show the users who click on a link, compared to the number of users who saw the link (be it on an advert, page, email). It is used to see how well your keywords and ads are performing.


Custom Ad Scheduling

Target your customers when they’re online. That could be certain days or hours.


Customer Match

Customer match takes your customer email list and uses it when choosing who advertise to. Customers only have to be logged in to one of the many Google products (Gmail, YouTube or Google) for this to work.




Daily Budget

How much you choose to invest each day. In Google Ads, this is seen as “Average Daily Budget”, which is the amount you’re prepared to invest in a campaign each day on average, over a 30 day period.
It’s important to set a clear budget and regularly review this to see what’s working and where more investment could bring even more leads through your website.


Day Parting

AKA Ad Scheduling – Researching what times and days bring you the most business and dividing the day into sections and tailoring ads. Can help you get more visibility at peak periods.


Deep Linking

Linking to a page within a website, rather than just the home page. Ideal for getting customers to exactly where you want them to go, or to the exact product/service they are searching for.



Google tool that allows SEOs to tell Google that they don’t want bots (crawlers) to follow certain links to their site – this could be because they are broken links or bought links.


Display Advertising

This type of online advertising that includes banners and rich media. Very visual, they use audio, video and images to convey your message.


Display Network

A collection of websites that show AdWords ads. Search ads don’t just show up on SERPs. They can also be seen on News sites, blogs, mobile websites and apps. It’s a great way of reaching new customers.


Display URL

The website URL that is displayed within an ad. It shows users where they’ll land when they click on your ad. Google only shows the first 35 characters of your display URL.


Duplicate Content

Quite simply, content that is the same across different web pages or ads.


Dynamic Ad Delivery

How a mobile campaign is delivered – making sure it’s relevant and targeted to the audience seeing it.


Dynamic Search Ads

Often referred to as DSA. These ads use Google’s own organic web crawling technology to automatically target relevant search queries, based on your website content. Ideal for people with content-rich website, or who have lots of products that often change.





Commercial transactions that take place on the internet. This could be regular internet shopping, or B2B transactions.


Engagement Rate

Social formula that uses typical interactions (likes, shares, comments) and divides it by the number of people who saw that post. Basically the percentage of people who saw a post and did something.


Enhanced CPC

Enhanced Cost Per Click – Bidding feature that gives the opportunity to raise bids for clicks that are more likely to lead to a sale or conversion on your site. Google gives a great analogy for this: “Imagine that your job is to stand outside a barber’s shop and bring in new customers. If a businessman with shaggy hair comes walking by, then you give him a big wave and a hello. If a bald man walks by, then not so much.”


Exact Match

Choosing an exact match type makes sure that your ad is only shown to people who search for that specific word/phrase. So if you used an exact match term of (wooden windows), that ad would only appear when someone types wooden windows, not wood windows or white wooden windows.


Extended Sitelinks

The same as sitelinks, but you can describe each particular page underneath the link.



Extensions are added extras on paid search ads. They give added value to the customer – such as contact or location information. They can make your ad larger, and therefore more visible and attractive to users.




Geo Targeting

Commercial transactions that take place on the internet. This could be regular internet shopping, or B2B transactions.





Another word for the number of files downloaded on your site (not, as most people think, the visits to a site).



Hyper Text Markup Language The standard ‘markup’ language used to create web pages. Almost every web page you look at will have been created using this language. It defines the format, font, colour, size of everything you see on the page.





Internet Advertising Bureau – The independent digital advertising trade association, of which Broadplace is a member (the only Google Premier Partner!)


Impression Assisted Conversions

The total conversions for which the ad appeared but did not get a click.


Impression Share

The percentage of impressions that your ad received, divided by the estimated number of impressions you could have received.



A count of every time your ad is displayed in a search result. Clicks do not count here.


Inbound Link

A link coming to your website from someone else’s – paid or organic. They are good for SEO and referral traffic.



Google constantly visits websites and crawls them for information to help them provide users with the most relevant results on searches. Indexing pages puts them in a structured map for the bots to crawl through).


Interstitial Ads

Full screen ads that cover the page visited. Usually between pages or during pauses in game levels on apps.


Invalid Clicks

When someone clicks on your advert twice or clicks that Google deems to not be motivated by genuine interest… you don’t pay for them.




Keyword Insertion

An advanced ad feature that automatically updates your ad text, to include the keywords that users have typed in their search.


Keyword Match Types

See Match Types



The words that people use to make queries in a search engine. Also the words that you bid on for your adverts to appear against. These appear bold on the SERP.




Landing Page

A special page set up for customers who click on your ad. It will be simple, to the point and have a clear CTA (call-to-action).


Location Extension

An ad extension that shows customers exactly where your business is located.




Match Types

(see also Broad Match, Phrase Match, Exact Match, Modified Broad Match)

This is how you tell Google how important specific keyword searches are to your company.


Meta Description

(SEO) Snippet you can write to appear as a preview to a page on the (SERP) search engine results page.


Meta Keywords

A meta tag that appears in the HTML of a web page. Helps search engines to find your page.


Meta Tags

Tags that appear in a page’s HTML – great for helping search engines find your content.


Meta Title

The HTML code that tells search engines the Title of your page. It does show on the page, unlike meta tags.


Modified Broad Match

Also known as BMM or Broad Match Modifier. It is the middle ground of match types. You can increase your reach and find new audiences through targeting a greater of variety of search terms than Phrase Match keywords are that the terms used can be in any order.




Negative Keywords

Defined keywords that you don’t want your ad to appear for. Using them ensures that you don’t waste ad spend showing for searches that don’t apply to your business.



Adding this code to a link pointing away from your website makes sure that you don’t allow crawlers to use the link to rank your own site.



Adding this code to a meta tag tells a search engine not to index that particular page(s) – it will not appear in search results this way.





Express permission from a person to receive updates via any means from your company.


Organic Link

A link from someone else’s website that goes to your website. It hasn’t been paid for.


Organic Search Results

These are the search results that appear in ranking of their relevance, rather than an advertisement.




Page Rank

The algorithm that Google uses to determine where your website appears on a SERP



A set of algorithm updates, where Google changes the way search queries appear on a SERP.


Phrase Match

This type of ad only shows when a person types the exact phrase into a search query. See also Match Types.



Product Listing Ad – An ad that shows a specific product, with an image and detailed information on that product. These appear in the Google Shopping box on a SERP.



Where your advert appears in the list of adverts on a SERP.



Pay Per Click – Online advertising model, where the advertiser pays for a click through to their website or landing page.


Product Feed

A file listing your products, with details and attributes of each product grouped so that they can be displayed on adverts in a unique way.




Quality Score

The score that Google gives a keyword, based on multiple factors including Ad Rank. Keywords with high quality scores often see improvements in average position or lower cost per click.




Real Estate

The amount of room your ad takes up on a SERP. You can use ad extensions to take up more space on the page and extend your visibility.



Interest based advertising that matches customers who’ve expressed an interest in your company or specific product and displays ads while they browse the internet later. It gives consumers another chance to buy a product they’ve added to a shopping basket and abandoned.



Often referred to ads or websites. Something that changes to best fit the device, format or environment it’s being viewed within.



See Remarketing


Review Extensions

Another element you can add to your ad, showing customer reviews. See also Extensions.



Return On Advertising Spend – Specifically looking at what you spend on online advertising and how effective it is, financially.



Return on investment – The performance measure that takes your profit and investment and works out if you money has been well spent.




Search Engine

Google, Bing, Yahoo… the websites you visit to search for answers.


Search Query

What you type into Google – it could be one keyword or a long-tail keyword.



Search Engine Marketing – Improving your visibility in search results through paid advertising.



Search Engine Optimisation – Boosting your natural search results. There are many processes and strategies to do this. See our SEO Services page for more information



Search Engine Results Page – The list of results after a query in a search engine.


Site Speed

How quickly your website loads. Nearly half of web users expect pages to load in 2 seconds or less.



An ad extension that shows your website’s key URLs. It allows you to direct customers to specific pages on your site.



The list of the pages that users and crawlers can access. It usually has the most important pages at the top.


Structured Snippets

A type of ad extension that allows you to emphasise certain attributes of your product/service. They also give you more ‘real estate’ on the search results page, making your ad more prominent and more relevant.




Tag Manager

Google’s tag management system. Tags measure traffic and consumer behaviour. Google Tag Manager keeps an eye on all the tags so that your website doesn’t get weighed down by obsolete ones, it also adds new tags and updates older ones.





How easy your website is for the user to navigate, buy from or learn more about your product.





The amount assigned to an event or transaction in Google Analytics or Google Ads/Microsoft Ads



The amount of times an ad is visible on screen as a percentage of the times that it loads on to a page (impressions). Viewability is used for measuring the quality of a placement in Display advertising. Placements with low viewability often result in the ads not being shown to user, despite the advertiser paying for the impression, as the ad could be at the bottom of the page, or hidden by other content. Higher viewability is better, 100% being the most available.

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