Labels in a PPC account, currently available only in Google AdWords, allow a PPC advertiser or account manager to sensibly make notes and allow for filtering at the campaign, ad group, ad, keyword or other level. Multiple labels can be applied to an individual item such as a keyword. Labels allow for easier sorting, such as for account wide A/B adtext testing, or for the ability to act on variables using the PPC API or Application Program Interface, allowing for automated account manipulation and optimizations to occur.
A landing page can refer to either the page itself that a user "lands" on upon clicking on a paid advertising or organic search result listing, or a specifically crafted and curated page tailored for a specific advertising channel such as Google AdWords PPC. A landing page that is created by a Conversion Rate Optimizer (CRO) allows for the control of variables and features shown on a page which can lead to A/B testing to improve the Conversion Rate (CR) for a PPC advertiser. The Conversion Rate Optimizer can control 1 of 20 potential variables including the hero image, Call to Action, and number of fields in a form submission. Landing pages should be user friendly, both responsive to the size of the screen and the usability of a finger on a mobile device. In addition, there should be multiple ways for a user to contact or purchase from a PPC advertising business.
A lead is a user that lands upon a website or landing page who makes his or her intent known by means of providing a way to contact or make contact with a PPC advertising business. The lead can submit a form, make a call, start a chat, or a number of other ways in which contact is initiated or allowed to be facilitated on behalf of the advertising business. Leads are a subset of conversions, and are usually referred to as Macro-Conversions, the important conversion that occurs for a PPC advertiser.
Limited by budget
A PPC account's campaign level warning flag that signals an impediment exists from maximizing on available impressions and Impression Share (IS). A PPC campaign can be limited by budget either because it runs out prematurely due to the availability of impressions or from bidding too aggressively on keywords and/or other variable bid modifications. When a campaign's budget is limited the PPC account manager can either choose to increase the budget, slow the delivery (if accelerated delivery setting is in place), decrease the hours the account runs, or other settings that minimize the budgetary costs.
A location bid modification allows a PPC advertiser or account manager to choose to bid up or down, in addition to choosing to advertise or exclude to, a specific location. Locations can be targeted from broader country level all the way down to the specific city or zip code. Location bid modifications are multiplied onto the keyword or base bid maximum Cost Per Click (CPC). Thus, a keyword bid of $1.00 with a location bid modification of +20% would end up with an overall maximum CPC bid of $1.20.
location bid modifications
Location extensions are an ad extension formatted to show the business's physical address as an additional snippet of information beyond the text ad copy itself. For Google AdWords an additional step is required by creating and verifying a Google My Business page (GMB), then linking it with the email associated with the PPC advertising account. For Microsoft's Bing Ads PPC platform, the location extension can be manually entered and added to the ad copy or imported from Google AdWords into the respective Bing Ads' account.
Location targeting is a PPC advertising variable available to account managers on the platform that sets the physical geography from which a user can cause an ad impression to occur. There are two basic location targeting options, either for those living in the actual geography or those interested in and searching for, such as using search queries that contain a keyword plus a physical location name (plumbers in Manhattan). Locations available for targeting in PPC start from broader to more specific including countries, states, provinces downward to cities and zip codes. Radius targeting is also available either around the business's physical location (see location extension) or from a set location. Locations targeted can be added or excluded from being advertised to and a bid modification can be placed, increasing or decreasing overall bids for different geographical areas. The settings of a more specific location override more general ones: a zip code bid modification will override the bid modification of a city, state, etc.
A long tailed query or keyword is a type that targets very specific searches that an actual user used to trigger a PPC account's ad. As opposed to obvious keywords or branded keywords, the long-tailed queries may not be intuitive to an account manager until after running a PPC campaign to see how user's actually choose to search for a business or its offerings. The long term goal of a PPC account is to amass as many high-performing long-tailed queries as possible and add these keywords to the account to heighten control and optimize the account budget for only keywords proven, typically through the generation of a conversion at a set Key Performance Indicator (KPI) such as below a set Cost Per Acquisition (CPA).
Long Tailed Queries / Keywords
Lookalike audiences are a remarketing audience group that can be targeted for Search via Remarketing Lists for Search Ads (RLSA) or through Display and YouTube via the Google Display Network's (GDN) remarketing option. Lookalike audiences are crafted from a pre-existing remarketing audience list such as those who visited a website but did not convert. The behaviors, demographics and other attributes of a remarketing audience list are then matched via the PPC platform's algorithm to anticipate additional users who did not visit an advertiser's website, but whom are anticipated to also convert based on their composition. Lookalike audiences are a great way for an account manager to expand a PPC account's reach on the Google Display Network (GDN) while being smart about the individuals targeted. Lookalike audiences do not perform as well as the original audience used in the account, but perform better than general internet users.
Low Search Volume (LSV) is a keyword level warning flag that alerts a PPC advertiser or account manager that the keyword targeted does not garner more than 10 impressions per month historically. Low search volume is not necessarily a problem to deal with, but an account manager may need to be aware that they should not expect a lot of user search queries to trigger this keyword with an ad impression. When an account manager determines where best to perform optimizations on an account, low search volume keywords are the last keywords that should be managed.