Glossary of PPC Search Engine Marketing Terms

Learn Pay Per Click: daily budget - dynamic search ads (DSA)

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The maximum allotted amount of spend a PPC advertiser wishes to make available at the account level or individual campaign levels. The daily budget can be exceeded by as much as 120% on any given day if the other days of the month underspend the input budget. In general, the budget will not be exceeded so that, in an average of 30.4 days in a given month (the formula used by Google for determining Monthly budget from daily budget), the budget will not exceed daily budget x 30.4 days; any spend over this will be automatically credited back to the PPC advertiser.

Daily budget

A PPC account manager strategy that allows for the optimization of account performance by breaking up advertising schedules by smaller chunks of time. A common practice is to use 4-hour dayparting segments, but an advertiser can get as granular as an hour by hour basis for choosing to opt the account for advertising during that time period or not, or choose to bid up or down on that given time period. The philosophy is that different times of the day will result in differing levels of PPC account performance; thus separating these different performing time periods will lead to a better advertising ROI (Return on Investment) and help to meet Key Performance Indicator (KPI) goals.


A Display campaign targeting option on the Google Display Network. This targeting selection allows PPC advertisers to target users by their demographics, which is determined by users logging into a Google owned property such as Gmail or Google Chrome. The PPC account manager can choose whether to target users by specific age ranges, gender, or parental status, and whether or not to bid up or down on these variables based on their performance.

demographics targeting

The part of ad copy that allows a PPC advertiser or account manager to talk about the business, the offerings, or Calls to Action (CTA) that entices a user to click on the ad. The description lines are the bread and butter of ad copy, allowing advertisers to A/B test adtext for the most compelling copy, to improve Quality Score through ad relevancy, and improve account performance. Formerly, the description came in multiple lines, but will be consolidating with the rollout of extended text ads, first on the Google AdWords platform, and later available within and through imports on the Bing Ads network.

description Line(s)

This was formerly the url of the landing page or website a user who clicked on ad would end up. The destination url was formally antiquated in preference of the final url. With the roll out of extended text ads the final url automatically matches the domain name such as, eliminating common account management mistakes such as mismatching domain names in the display and final urls.

Destination url (see "final url")

Dimensions Tab

The section where PPC account performance can be reviewed by an advertiser or account manager based on a differing criteria of segmentation including time period and geographical location performance. Dimensions data is not manipulable but it does provide invaluable insights for finding further opportunities to improve account performance through PPC optimization work.

An ad type that uses the visual sensory stimulus through the use of banner or image ads. Using a PPC advertising platform's display network, advertisers or account managers can create and upload different image ad format sizes. The preferable formatting is for HTML5, antiquating the use of flash ads, known to be used maliciously, such as through the use of deceptive advertising practices. 

display ads

A campaign type within a PPC account that is geared toward showing banner or image ads on the display network of the marketing platform. The most commonly known is the Google Display Network that takes advantage of millions of partner websites that allow for the showing of banner, image and text ads to users as they peruse the internet. Display campaigns also allow for remarketing with banner or image ads to improve the PPC account's Return on Investment (ROI) and for meeting Key Performance Indicator (KPI) goals for an advertiser's business objectives.

display campaign

In ad copy, the display url is the URL shown to a user but does not necessarily reflect the destination a user will end up at upon clicking on an ad listing. The display url can allow for PPC account management strategies including the use of key search terms to match user queries or to include prominent competitor or offering branded names, leading to a higher expected Click-Through Rate (CTR) and ad relevancy, both critical components of the Quality Score (QS).

Display url

An ad copy creation practice where a PPC advertiser or account manager can input dynamically the keyword triggered by a user's search query. Dynamic Keyword Insertion is performed by adding the bracket symbols { } between the term "KeyWord:" and followed by a placeholder. The placeholder exists should the keyword triggered not fit within the allotted character limits as outlined by the PPC advertising platform, whether this be for the headline, description or display url. Dynamic Keyword Insertion should be used so that the ad copy is still sensible and relevant to a user's search query, ensuring Quality Score (QS) remains as high as possible.

dynamic keyword insertion (DKI)

The use of dynamic keyword insertion, dynamic image insertion, or another form of dynamic content generation on a landing page to increase relevancy from an ad search to improve the user experience. Since landing page user experience is one of the three key components to quality score, this quick method can take advantage of the keywords within the account and dynamically change components of the landing page to create higher relevancy.

dynamic landing page

An ad type for search campaigns that takes advantage of Google's organic search listings algorithm and applies it to the paid advertising platform by matching a user's search query with the most relevant pages of an advertiser's website. Dynamic search ads use a dynamically generated headline, acquired from the advertiser's website or landing page deemed most relevant, and final url (url the user will end up upon clicking on the ad). The description and display url part of the ad is open to editing allowing for a more customized ad. Dynamic Search Ads are generally a great tool for capturing missed keywords in the account, increasing Click-Through Rates (CTR), and can save account managers time by performing the heavy-lifting automatically.

Dynamic Search Ads (DSA)

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