Testing two versions of an ad, creative, or landing page to see which performs better. Drives optimisation based on data, not assumptions.

Ad extensions are additional features added to search ads, such as call buttons, sitelinks, or location info, that make ads more engaging and actionable. They increase visibility, improve click-through rates, and help drive meaningful interactions with your business.

Ad Rank is a score used by platforms like Google Ads to determine the position of your ad on the search results page. It’s based on your bid, ad quality, and expected impact, helping ensure the most relevant ads reach the right audience.

An attribution model is a method that marketers use to figure out where to give credit for conversions by looking at the various touchpoints of a customer journey. It helps businesses see which channels and actions are driving results, allowing for smarter budgeting and more effective marketing strategies.

Audience segmentation is the practice of dividing a broader audience into smaller groups based on shared characteristics, behaviors, or interests. This allows marketers to deliver more relevant messages, improve engagement, and increase the effectiveness of campaigns.

A bid strategy is the approach used in digital advertising to determine how much you’re willing to pay for clicks, impressions, or conversions. It guides how platforms like Google Ads allocate your budget, helping balance cost, reach, and campaign goals.

Bounce rate measures the percentage of visitors who leave a webpage without taking any further action or visiting other pages. It gives marketers insight into how engaging a page is and highlights opportunities to improve the user experience and drive more conversions.

Branded Content Ads are paid campaigns that amplify creator or publisher content while clearly identifying it as sponsored. They combine authentic storytelling with targeted reach to increase engagement, brand awareness, and trust.

Broad Match, Phrase Match, and Exact Match are Google Ads keyword settings that control how closely a user’s search query must match your chosen keywords. They help balance reach and relevance, allowing marketers to capture wide audiences, target specific phrases, or focus on high-intent searches.

Commercial transactions and marketing activities between businesses. It encompasses companies selling products, services, or solutions to other organisations to help them operate more efficiently, grow revenue, or solve business challenges.

Refers to companies that sell products or services directly to individual customers. It focuses on engaging and converting everyday consumers through marketing, sales, and retail channels.

Call Ads are Google Ads designed to drive phone calls directly to a business, featuring a prominent click-to-call button. They help businesses improve customer engagement and increase conversions through immediate, real-time interactions.

Carousel Ads are interactive ad formats that let users swipe through multiple images or videos within a single ad unit. They’re ideal for showcasing several products, features, or messages in a single campaign, encouraging engagement and exploration directly within social feeds or display placements.

Click-through rate (CTR) measures the percentage of users who click on an ad, link, or piece of content after seeing it. It’s calculated by dividing the number of clicks by the total impressions, showing how effectively your content drives engagement.

Collection Ads are designed for mobile users, combining a main image or video with a set of smaller product images. They let users browse multiple items within a single ad, creating an engaging and seamless shopping experience right in social feeds.

Conversion rate is the percentage of users who complete a desired action, such as making a purchase, filling out a form, or subscribing, out of the total number of visitors. It’s a key metric for measuring how effectively your website, ads, or campaigns turn traffic into tangible results.

A digital marketing metric that measures the total cost of acquiring a new customer or completing a desired action, such as a purchase, subscription, or signup.

Cost Per Click (CPC) is a digital advertising metric that measures how much an advertiser pays each time a user clicks on their ad. It’s a key factor in managing ad budgets and assessing the cost-effectiveness of campaigns on platforms like Google Ads or social media.

Cost Per Lead (CPL) is a marketing metric that tracks how much a business spends to generate a single lead, such as a form submission, demo request, or sign-up. It helps measure the efficiency of campaigns by showing the average investment required to acquire potential customers.

Cost Per Mille (CPM) is the amount an advertiser pays for every 1,000 impressions of an ad. It’s a standard metric for measuring the cost of brand exposure and awareness campaigns across digital platforms.