Glossary of PPC Search Engine Marketing Terms

Learn Pay Per Click: managed placements - my client center (MCC)

A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z


managed placements

Managed placements is a setting that allows a PPC advertiser or account manager manually select the individual websites available on Google AdWord's Google Display Network (GDN). As opposed to automatic placements, managed placements allow for individual level inclusion or exclusion for banner or image ad display advertising, and for bid modifications on each placement. If an individually managed placement is performing well against the Key Performance Indicators (KPIs) of a PPC account, then an upward bid modification is ideal and vice versa. While there is not a list to proactively include or exclude managed placements, like the search terms report, after generating display ad impressions, websites that banner ads displayed on will be available for the account manager to review and analyze.

Manual Bidding

Manual bidding is a setting that allows the PPC advertiser or account manager to choose the base or keyword bids for an account themselves as opposed to using an algorithmic bidding methodology the PPC platform uses to determine bids. Manual bidding is best for account managers that perform more frequent, recurring optimizations for bids in an account. Adjustments are made against the key goals of an account such as based on whether or not a keyword is exceeding Return on Ad Spend (ROAS), a PPC ROI metric.

Manual tagging is a PPC account level setting that allows an advertiser or account manager to control the utm parameters contained in the url of a PPC ad, which feeds into an analytical tool for performance measurement and analysis. Google Analytics, for example, uses UTM parameters in a URL such as d= (device type) to fill in variables for future analysis of account performance. Typically it is best for advertisers to choose the auto-tagging option and fill in missing parameters his or herself rather than performing all the work from scratch. However, if granular tagging is requested or the target options are not desired, then manual tagging is a good option.

Manual Tagging

Match types, see keyword match types, is the determinant for whether a keyword will be triggered to show an ad based on how it correlates with a user's search query. A tighter matched keyword will trigger for more specific searches that match the keyword. An exact match keyword, for example, must be equal to, or a close variant of, the search query by a user on the Search Engine Results Page (SERP).

Match types

maximum bid / maximum cost per click (CPC)

The maximum bid, also known as the Maximum Cost Per Click (Max CPC) is how much a PPC advertiser or account manager is willing to spend to accrue one ad impression. The PPC marketing platform will never charge more than a Max Cost Per Click, but it often charges much less. The PPC auction algorithm dictates that the least necessary bid to outrank the next competitor in the listings is all it takes, such that many times it is $0.01 higher than the next highest ranking paid advertising listing.

Maximum cost per thousand impressions (Max CPM)

The Maximum Cost Per Thousand Impressions (Max CPM) is an alternative bidding model to the Max Cost Per Click (CPC) for the Google Display Network (GDN) and YouTube video advertising search engine. The Max CPM is calculated to bid against the Max CPC of other competitors. Like the Max CPC, the Max CPM only needs to bid the least amount higher than the next highest ranking competitor for an ad impression to show.

The merchant center is the account requisite for setting up a product feed which pools into a PPC account's shopping campaign(s). Google AdWords and Microsoft's Bing Ads both have merchant centers that allow for a feed to be automatically synced, or manually uploaded by the PPC advertiser or account manager. The merchant center account is linked to its respective PPC account and the feed pushes the products into the account for targeting in the PPC shopping campaign or campaigns. 

Merchant Center

Minimum bids are the requisite threshold a PPC advertiser or account manager is allowed to offer as the bid for the ad auction. On Microsoft's Bing Ads the minimum is $0.05 while Google AdWords allows $0.01. The minimum bid can also apply to the recommended bid the PPC platform recommends for showing an ad for the Google Display Network (GDN) or the YouTube search engine for video ads. 

Minimum bids

The mobile app engagement ad is an ad format that is used to target users to re-engage with a mobile app that they have downloaded on their mobile device. As opposed to an universal app campaign and its ad type which targets the initial app download, the mobile app engagement ad encourages users to re-engage with the app if they have not done so in a certain amount of time, to point out special features such as discounted purchase rates, or to encourage users to visit a deep link, a specific url within the app itself. Mobile App engagement ads are a great way to get users to return to app use and to make purchases within the app, generating revenues for the app developers.

mobile app engagement ad

At the device type level, mobile device bidding allows a PPC advertiser or account manager to bid out mobile ads from showing (-100%), or increasing or decreasing the mobile bid for users searching on smartphones or other mobile devices based upon performance against Key Performance Indicators (KPIs). Google AdWords currently allows mobile bidding to be a modification against the desktop bid, or base bid. In the future, mobile will be allowed as a base bid in addition to base bids for desktop and tablet targeting options for PPC accounts.

Mobile Device Bidding

A mobile optimized landing page or ad is one that is specifically crafted and curated to be uniquely friendly for users. The landing page will be mobile responsive and allow for user friendliness with scrolling and finger clicks, while a mobile optimized ad, generally referring to banner or image display ads, are optimized to perform and show on mobile devices.

mobile optimized (landing page or ad)

The mobile URL is an advanced ad url option that allows for the differentiation between a user landing on a page for desktop / tablet clicks vs. a mobile device click. This is a good idea if the mobile url differs from a desktop or tablet optimized landing page or website, and will automatically send mobile traffic to this different link. Mobile URLs should be mobile user friendly including fitting the mobile device screen size and allow for easy user experience with finger touches and scrolling. 

Mobile URL

A Multi-Merchant Center account is a merchant center account that can be requested for Pay Per Click agencies that manage the shopping feeds and campaigns of multiple merchant centers on behalf of their clients. A multi-merchant center account, or MCA, must be requested by a Google Rep or strategist to be setup. Then the Pay Per Click agency can request that a client's merchant center be synced and added to this higher umbrella level, saving the trouble of creating multiple emails, as an email can only associate with a single merchant center.

multi-merchant center account (MCA)

A My Client Center (MCC) Google AdWords account allows a Pay Per Click agency to more easily handle multiple AdWords accounts either for internal use or on behalf of multiple PPC clients' accounts. An MCC account can allow a Google Partner to manage client accounts beyond the scope an individual account could, such as allowing for Google Partner strategists to perform industry or vertical level research, add the accounts to beta or pilot programs, and for scripts to apply across accounts via the API or Application Program Interface for automated optimization account management.

my client center (MCC account)

continue learning ppc search engine marketing terms

A  B  C  D  E  F  G  H  I  J  K  L  M  N  O  P  Q  R  S  T  U  V  W  X  Y  Z