Definitions & Tool Recommendations

Definitions & Tool Recommendations

  • Ad: The creative (text, image, video, etc.) that users will see.
  • Budget: The total amount of money allocated to an ad campaign.
  • Campaign: A campaign contains a single advertising objective, such as traffic or conversions, for one or more ad groups. Budgeting is done at the campaign level and if you expect certain things within a campaign will perform differently (better or worse) that’s a good indication it should be a separate campaign.
  • Cookie: A cookie is a small amount of information that’s downloaded to your computer or device when you visit certain websites. Cookies help your website to “remember” what our users have done on previous pages and how they’ve interacted with your website. This is helpful for retargeting ads.
  • Conversion rate: The number of conversions divided by the number of clicks, expressed as a percentage.
  • Cost per conversion: The ad buyer’s cost per purchase, order, acquired customer, or another conversion goal you’ve set.
  • CPC (cost per click): The ad buyer’s cost per click. CPC can be as low as a few cents or as high as a few hundred dollars, depending on competition, your industry, and audience relevance.
  • CTR (click-through rate): The percentage of users who clicked on your ad out of the total number of impressions it received. Your click-through rate is the most significant signal of relevancy in Google’s search auctions.
  • Keyword: Keywords are the words and phrases that searchers enter into search engines.
  • Organic Search: Unpaid search results generated by SEO (Search Engine Optimization).
  • Profit: The total value, in dollars, generated by an ad after subtracting expenses, such as advertising costs and cost of goods.
  • SEO (Search Engine Optimization): Search Engine Optimization is a marketing technique that focuses on helping your business show up in relevant search engine results.


  • Google Ads: Google Ads (previously Google AdWords, before July 24, 2018) is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings and video content.
  • Google Display Network: The Google Display Network reaches 90% of all internet users around the world and consists of ad space on more than 2 million sites and 650,000 apps. Visit any news site and you’re likely to see Google display ads at the top, in the sidebar, or even throughout the content itself.
  • Google Merchant Center: This is a tool that helps you upload your store and product data to Google and make them available for Google Shopping campaigns and other Google services. You can create an account manually or automatically when you install the Google Shopping app for the first time.
  • Google Shopping: Google Shopping ads provide the best experience for shoppers to discover your product. When you purchase a Google Shopping ad, your ad displays the product image, price and reviews. These ads are displayed above organic search. 
  • Google Smart Shopping Campaign: A Google Smart Shopping campaign uses automated bidding and ad placement to promote your products across Google’s networks. Your product feed is combined with Google’s optimization technology so you can show your ads to shoppers on Gmail, YouTube, Google Search, and the Google Display Network.


  • Gmail address: You can either use a free gmail account (i.e., or you can use G Suite get a business email (i.e.
  • Google Shopping App: Shopify’s Google Shopping app automatically syncs your products and relevant information about your Shopify store with Google Merchant Center. You can then update your product details, run marketing campaigns for your products on Google Shopping, and track the results directly from your Shopify admin. (You’ll learn more about this in Module 3)!
  • Google Ads Manager: Ad Manager can help you manage your ad business and grow your revenue.
  • Shopify Store: Get started with creating your Shopify store with a free trial. No credit card required.

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<h1>Build an online store for your business with your new skills.</h1><p>Shopify has everything you need to start selling, all in one place.</p>