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Formula created by the search engines that takes the click through rate and many other factors into account in order to determine a score from 1-10 that justifies the relevancy of the [...]

Advertisers are able to set certain keywords to ‘negative’ to ensure their ads do not display for specific search terms. This helps an advertiser qualify the type of clicks going to their website.

This campaign setting allows advertisers to specify the geographical countries, regions, states, etc. where the ads will be served. It is also known as location targeting.

The URL or web address shown within the ads being displayed. This is different from the destination URL as it is much shorter.

Total number of impressions received divided by the estimated number of impressions a campaign is eligible to receive. The eligibility is based on the current ad’s targeting settings, approval [...]

An optimization feature that allows the advertiser to adjust when ads are running on all publishers. Example: You only want to run your ads during normal business hours. This can be done using [...]

An added feature to a display ad, where the advertiser can display their phone number within the ad. This allows a customer to call the advertiser without going to their website.

Setting that allows an advertiser to control which hours and days certain ads will appear. This can be done by targeting periods of time where the ads are expected to be more successful.

A value that determines the ad’s position based on the auction developed by search engines. This happens behind the scenes during each keyword search.

The order in which an ad appears on a page in relation to the other paid ads it is competing with. Example: If your ad’s position says “1” this means that your ad is display first on the page.