Campaign – A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of services (Implants, Emergency, General, etc).

Search Term – a word or set of words a person enters when searching on Google or one of our Search Network sites.

Keyword – When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person’s search terms. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads.

Negative Keyword – A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.

Learning Phase – In Google Ads, the learning period typically lasts 7 days since the last significant edit to that campaign. The objective of the learning phase is to understand what delivers the results (conversions) you’re asking it to optimize for. In summary, the algorithm needs the time to work with the signal and understand what is proven to work and drive results.

Conversion – A specific customer action that we have defined as valuable to our client’s business, such as an appointment request or phone call.

Landing Page – A landing page is the webpage where people end up after they click your ad. This could be a page on the main website, or a custom single-page experience designed to get users to take an action.

Location Extension – connects a Google My Business listing with a Google Ad Account. Location Extensions can help people find your location by showing your ads with your address, a map to your location, or the distance to your business. People can then click or tap your extension to get further details about your location.

Absolute Top % – is the percent of your ad impressions that are shown as the very first ad above the organic search results.