let's talk jargon um this is one of the most important things of any industry period full stop I think the the words that you use tend to be the barrier of understanding anytime I'm confused by something I've always noticed uh especially when I'm being exposed to new information so much of it is just a jargon issue you know I talked to a financial planner and then they start throwing these like acronyms and terms and you know just new ways of saying things even if they're words that I understand independent of each other they're sewn together
in a way that confuses me and it's a jargon issue and then once I stop him and I get him to explain the jargon then it all becomes really accessible and here's what's really interesting you start to realize who knows their own industry because when you get past the jargon people stop being able to explain certain things and you and then you're like wow you really haven't dug this deep have you so we're going to go over Google ads jargon for my tenured veteran Google ads managers you know this skip this video this is not
for you um this is more for newbies and then also you know like business owners CEOs people that aren't Google ads manager but want to be able to talk to Google ads managers I'm going to tell you what words to use and what those words mean let's get started first Google ads account your account people use misuse this word often they think that the the account is you know just the the the login or just a campaign or just a your Google ads account is your home base this is everything you have to do with
Google ads now this isn't your Google account so there's your Google ads account and your Google account your Google account is used to access your Google ads account but also used to access other things like Google analytics Google tag manager Google photos Gmail potentially so Google ads account is home base for Google ads the Google ads account is where you go to give other people access to your Google ads now Pro tip never let anybody create a Google ads account for you you create your Google ads account you own your Google ads account because if
somebody else owns your Google ads account they can hold you hostage so account home base campaigns are individual campaigns they're individual advertising mechanisms that are used to advertise within an account and Target specific audience Channel channels goals Etc so you're going to have different campaigns or different campaign requirements different budgets the campaigns are kind of the the the buckets with which within which you spend your money so you know you can have a campaign with a specific offer a campaign promoting a specific feed a video campaign a search campaign campaigns so accounts are the big
kind of platform let's say and then the campaigns or the boxes that live inside of that platform ad groups are the delineations within those campaigns ad groups can be separated by honestly whatever you want it depends on how it is that you choose a structure you can separate it but you know based off of whatever you know Paradigm or Theory you think is most applicable separated by keywords separated by audience separated by offer separated by ads as evidenced by the term ad group um add rank Google claims to be an auction they're not really but
they kind of are where you're ranked in that auction uh how much you pay where you're positioned where your competitors are positioned this is all calculated dynamically in real time according to something Google refers to as ad Rank and the ad rank algorithm isn't really known they've offered us four or five factors that play into ad rank but um it's something that they keep okay bill pay for obvious reasons they can't give away the secret sauce Google also has something called ad rank thresholds ad rank 3 thresholds are super sneaky ways that Google forces you
to pay a minimum required amount of money regardless of whether or not there's a competitor or any competition for that search term and that audience or whatever so ad rank thresholds I think uh fly in the face of the concept of an auction because if it is an auction that means that no competitiveness would be you know effectively for your very cheap traffic not free obviously um but Google's ad rank thresholds uh factor in how much money you make on the traffic when pricing the cost of this on this traffic so be really careful with
ad rank because it's uh it's a slippery um kind of hard to measure um grade that Google's offering us and they're using it in order to charge you you want to make sure that you you maximize your ad rank Whenever Wherever possible and the way to do that by the way is relevance be relevant for whatever it is that you're searching or you're bidding on you know if somebody searches for a hardware store and you're a mechanic your ad rank is going to suck because you're not going to be relevant at all and you might
think to yourself like well that's a stupid example and I'm going to tell you no it's not because I see people search or bid on terms that are just massively irrelevant all the time a good piggyback on the ad rank is quality score the quality score is shown to you so Google doesn't tell you your ad rank but it will show your quality score and the quality score is kind of a predictive indication of what your ad rank might be because ad rank is is uh calculated individually at every single individual auction so every search
every user every browser every instance there's a new ad rank in theory there's no way that Google's going to give you those added ranks they couldn't or maybe they could but it would be logistically very difficult the quality score lets you know roughly speaking what your ad rank may be based off of a collection of predictors like relevance and bid on those types of things a landing page experience ad extensions these are the unsung heroes of the Google ad World ad extensions are the little Snippets and highlights and links and additional options that show generally
on search ads not just on search ads but you're probably they're more visually accessible in search so you have your normal search result and then like you know if there's four little sub links under that search result those are site link extensions for instance you want to max out your extensions wherever possible whenever possible you don't get to choose when or how these are displayed Google does and so you want to make sure you make as many of them available and accessible as you possibly can Impressions Impressions uh The Impressions just refers to people who
saw your ad super simple uh I I hate agencies that report on impressions as Standalone vanity metric they like to tell you that oh look we're building your brand now if you're a great big company this might be true but you need to know why impressions are important as a kpi you need to know how it is that that lever influences the rest of your business before somebody should be able to report on it for you so impressions are a good predictive indicator you know the Impressions to click gives you a click-through rate and tells
you whether or not your ad copy is relevant for instance but you need to know why you're reporting on Impressions before you report on Impressions wholesale clicks pretty obvious there people that actually clicked on your ad now this is important and more relevant because more and more Google is reporting on things like view through conversions so somebody who took an action after seeing an admin not necessarily clicking on it click through rate uh the number of clicks divided by the number of Impressions equals your click-through rate so click through rate I you know 100 people
saw me two people clicked I have a two percent click-through rate view through conversions calculated much the same way 100 people viewed the ad didn't necessarily clicked um two of them bought I have a two percent view through conversion rate um CTA you hear marketers talk about ctas all the time call to action what do you want somebody to do by subscribe click call schedule book download what is it that you want me to do what's your CTA you should always have a call to action landing page don't confuse this with squeeze page squeeze page
is a page that I send somebody to and they can't do anything but the thing I wanted to do don't love squeeze Pages for a bunch of reasons I've got other videos on that landing pages this is just the page that the traffic is going to so you know you've got 150 pages on your website and you're sending them to this specific one that's the landing page the page on which they will land um and what's really interesting about Google ads is more and more and more Google is actually selecting the landing page for you
you don't Define the landing page Google does optimization don't love this word because it's such a catch-all this just refers to the incremental improvements that we make in order to uh increase the efficacy of your campaign so when we optimize it might mean oh I'm going to turn this audience off I don't like optimizing my Dimensions by the way so like oh I'm gonna I've got no conversions from tablets so I'm going to turn off tablets well you don't actually know that you don't know where tablets have influenced the the conversion path you don't know
what attribution really looks like long term you don't know what other channels this might be influencing so be really careful about optimizing against Dimensions but optimization means the the tweaks and improvements that are being into a campaign in order to improve the advocacy more and more now optimization is happening from an AI driven perspective which is really interesting bid strategy uh this is Google letting you choose how you want to bid more and more Google's pushing us into smart bidding so we have the ability at the moment to manually bid hey Google I'm willing to
pay this much money uh this manual CPC this much money per click and then you can actually turn on something called enhanced CPC which is I'm willing to pay this much money unless you think that this person's really definitely going to convert in which case you can bid I think it's 250 more but now we're moving towards maximize conversion or maximize conversion value which is hey give me the most leads or give me the best leads and then with those you can track the cost per acquisition so tcpa the cost that that you pay in
order to acquire a lead or new row as you return on ad spend you want to be really careful optimizing on those metrics solely because you don't get to see the full picture of your marketing spend you only get to see what Google shows and tells you which is a little bit dangerous CPC cost per click pretty basic straightforward this is how much money you're spending per click I've seen personal injuries a good example they can pay up to a thousand dollars a click maybe more now I don't have a injury attorney a client at
the moment CPM cost per Milli I don't know why this is the one place that the whole world decided to go Latin but Millie's just Latin for a thousand so it's cost per thousand Impressions and CPM is very often how you end up paying for display based ads cpv cost per view um a view is when a viewer watches 30 seconds of your video or more unless the video is less than 30 seconds in which case it's whether or not they've interacted with the video um I like Google's 30 second threshold I think that that's
actually pretty fair on the cpv scale so those are the drug and terms that I have for you today I hope this is helpful um I think getting clear on semantic index and nomenclature is actually uh that's the first step for all of us being able to communicate so I know this is something of an introductory video hopefully the rest of our subscribers don't yell at me for that appreciate y'all I'll talk to you tomorrow diversity is resilience phenomenal quote by Juan Pablo caniones who's a survivalist um which you might think to yourself like what
could a survivalist teach me about Google ads but for real first of all do you hear that fool's name like if he came for you it's over it's over played by Young Antonio Banderas obviously um
