Glossary of PPC Search Engine Marketing Terms

Learn Pay Per Click: radius targeting - review extensions

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Radius targeting is a location targeting selection in which a PPC advertiser or account manager chooses to show ads to a region radiating from a central point, such as the actual location of a business or around a specific geographical location such as a city or zip code. Radius targeting is recommended, especially on Google AdWords, where location targeting can be weak if using zip codes or even cities. Because the system is based upon GPS (Global Positioning Satellites) technology, it is only as accurate as the tool, leading to times where users who convert may not actually reside in a zip code or city targeted. This is especially problematic for franchise businesses allotted certain zip codes that they can service. Radius targeting selections can overlap, and be used to apply bid modifications as users are located further and further outside a specific location, such as around the business address. 

radius targeting


A redirect is the process of automatically sending a user to another webpage. The redirect is typically used in the PPC realm to help improve the ability to capture conversion activity, such as tracking a user who exits a website to another untrackable domain. The redirect allows a url to take place that is trackable, allowing for a conversion to be captured by conversion code, or analytics tracking code. Consideration should be taken not to use redirects to trick users who click on a paid ad from visiting an irrelevant landing page, which can have a detrimental impact on Quality Score (QS), and by extension the ad rank and ad listing on the Search Engine Results Page (SERP).

Redirects


Relative Click-Through Rate, or Relative CTR is a useful column metric added to the Google AdWords interface that provides insights for the PPC advertiser or account specialist to understand how his or her display banner or image ads perform on average on specific regions of website placements against competitors. The higher the metric, the more the PPC advertiser is performing better than the competitors on average. 

relative click-through rate (CTR)


Remarketing

Remarketing is a general advertising type that targets users who are already familiar with a PPC advertiser's product or brand by accumulating an audience list of users that have previously visited a website or landing page, or performed a certain type of behavior or meets certain demographics. Remarketing retargets users, leading to a 7x increase in conversion rate, and is a low hanging fruit that all PPC advertisers and account managers should implement for search, display, shopping and video channels. Remarketing has some limitations on the Google AdWords platform such as industries that deal with user's personally identifiable information including financial and medically related advertisers. The Bing Ads platform does not have such restrictions and is a good tool in the arsenal for those disallowed from remarketing on the Google AdWords platform.


Remarketing Lists for Search Ads, better known by its acronym RLSA, is a specific remarketing type for the PPC search engines or search partners. Remarketing Lists for Search Ads are subtler than traditional banner or display image ads or video ads, which appear to "follow users across the internet". Using the same methodology as traditional remarketing, users are added to an audience list that can be targeted again or to receive bid modifications. RLSA allows savvy PPC advertisers or account specialists to create unique ad copy and add keywords just for ad groups that target users again on search. Or account managers can choose to target these audience list members again with the same keywords and ad copy but apply bid modifications onto each audience at the ad group level, allowing for bidding to be applied commensurate with each ad group's performance using RLSA.

Remarketing lists for search ads (RLSA)


Responsive ads are an ad type that automatically reformat their size to fit a myriad of placements across the Google Display Network (GDN) on Google AdWords. The ad type is currently not available in Bing Ads or Yahoo Gemini. Responsive ads are a good solution for PPC advertisers or account managers that do not have graphical design skills nor a team that can provide banner or display image ad creation as a service.

RESPONSIVE ADS


return on ad spend (ROAS)

Return On Ad Spend (ROAS) is a take on the Return on Investment (ROI) ratio specifically for PPC advertising efforts. Return on Ad Spend is calculated by dividing the amount of value or revenues generated by the PPC channels' efforts over the advertising budget expenditures. To consider a ROAS as a Key Performance Indicator (KPI) for an individual PPC advertiser, certain costs should be considered including the profit margin of the offerings (a good general number as well as specific margins for categories of offerings), the Customer Lifetime Value (CLV) at least 12 months in time, and the referral rates of a PPC advertiser's consumers. Knowing the threshold for making a positive return, a PPC advertiser or account manager can continue to grow the account as long as the ROAS is high enough. Return On Ad Spend is calculated as a whole integer or a percentage such that a ROAS of 3.25 is the same as a Return On Investment of 325%.


Review Extensions are an ad extension type that allows PPC advertisers or account managers to quote or paraphrase a review on an approved 3rd party website. Review extensions add additional testimonial content beyond the ad copy and can encourage users to click on the ad, increasing Click-Through Rate (CTR). Review extensions must use approved 3rd party review websites, thus Yelp, Facebook, Google Plus, and others are disallowed. The review extension has a maximum character limit of 67 characters, to be divvied between the text of the review (the paraphrased or exact quote) and the source of the review such as Houzz (www.houzz.com is a home design and remodeling based website that has reviews of related companies and professionals). The final url is where the user is taken upon clicking on the review link, and is considered one of the few instances where a Cost Per Click (CPC) is not generated, making it a "free click" in Google AdWords and Bing Ads.

Review Extensions


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