Google Adwords Glossary Part II

Google Adwords Glossary Part II

Let's finish what we started past week, find here the rest of the concepts  you need to know to run a successful AdWords campaign! Read our Google Adwords Glossary Part II.

In case you missed part I, you can read it here. 

Destination URL

It is the URL where users will go once they click in the ad, either the home of the website, a specific section or a landing page created for the campaign. This URL is not visible to users.

Display URL

It is the URL in the AdWords ad, ie, what users will see when they are set in your ad. Usually, you can use a short,  visible and identifiable URL brand and a longer and specific destination URL. For example, a women's shoe store uses:


Are the words that users use to search in Google or Bing search engines to find what they are looking for. It is these terms that are placed in the text of our ads & campaigns so that your ads are triggered.

Keyword Matching Options

The different types of keyword matching allow you to control what searches made by users activate your ad or not. Depending on what you choose, your ad will have more or less changes to appear based on user’s searches.

1. Broad match

Your ads will appear for searches that include all selected keywords, misspelled words, synonyms, related searches, and other relevant variations.

  • Example keyword: men's shoes
  • Example search: buy shoes for men, mens sandals, loafers for men

2. Broad match modifier

The ‘+’ symbol is added before a term when you want your ad to appear in searches that contain this term (or with slight variations of singular / plural or grammatical errors) and the other words follow with broad match.

  • Example keyword: +shoes +men
  • Example search: shoes for men

3. Exact match

Ads are displayed only when the search is the exact term.You have to put the keywords in brackets [keyword].

  • Example keyword: [men's shoes]
  • Search example: men's shoes

4. Phrase match

Ads are displayed only when the search has a match for the phrase. You must use open and closed quotations symbols within AdWords/Bing.

  • Example keyword: “men’s shoes”
    Search example: Find men’s shoes nearby

5. Negative match

If you use the symbol -(negative) you’ll be telling AdWords not to show any ads when the keyword is in the search.

  • Example keyword: -man
  • Example search: man shoes - won’t trigger an ad

Keyword Planner

It’s a highly useful AdWords tool that helps you find new keywords for your ads, or your website or blog. Will also allow you to see search trends, the competition they have and how much they cost. The keyword planner tool gives you insights that are useful for SEO too.

Landing Page

A landing page is where people reach after they click on an ad. You should have a specific Landing Page for each one of your AdWords or Bing ads.


It’s a section in AdWords, where you'll find tips to improve your campaigns, such as new keywords to add to your ads, recommendations bids and budgets, etc.

Quality Score

Google AdWords measures the relevancy of your ads, keywords and landing pages based on a score between 1 and 10. A higher quality means that you’ll have to pay less for your ad and will be in a higher ad position in the search engine results page.


It is the degree of harmony between the elements of your AdWords campaign (keywords, landing page, location, etc) with user’s search.

If a user searches for your keywords, will the user want the content of your ad? Is the landing page be of their liking? Higher relevancy means, a better position for your ads and the less you’ll have to pay for each keyword.

Relevancy is one of the factors that make up the score quality.


This is the estimation of the number of users, within a selected geographic segmentation, who will see your ad. So you can get a rough idea of how many users could be available to your AdWords ads in a specific location.


The remarketing, or retargeting - is a highly cost effective method for showing your company’s ads to visitors after they have departed your website.

To do this, you must add a remarketing code using cookies in your web, create a list of users who visit your website or interact in any section and add this code to your ads on the Display Network.

So your ad will appear only to users who already know who you are. (Try not to spam visitors with your ads, you’ll lose the effectiveness of this method doing so)


Segmentation is the set of people with common characteristics that you want to show your ad. In AdWords you can target your audience by location, languages and devices.