Knowledge base

A

• A/B testWith an A/B test you show two versions to different visitors.
• Advantage+Advantage+ is the smart campaign type from Meta.
• AI MaxAI Max is a setting in Google Ads that makes your search campaign smarter and broader.
• AI OverviewsAI Overviews are the AI summaries Google puts at the top of the search results.
• AI answers in your Business ProfileGoogle uses AI to answer customer questions in your Google Business Profile.
• AI labelThe AI label comes from the European AI Act.
• AI ModeAI Mode is a Google search feature. You ask a question and get an answer in plain language with links to sources.
• Alt textAn alt text is a short description of an image.
• Automatic promotionsWith automatic promotions Google takes discounts and offers from your website and shows them in your ads.

B

• BacklinkA backlink is a link from another website to your website.
• Bounce rateThe bounce rate is the share of your visitors who leave without doing anything.

C

• Call to actionA call to action is a button or sentence that asks the visitor to do something.
• CanonicalA canonical is a piece of code that tells Google which version of a page is the real one.
• Consent modeConsent mode tells Google whether a visitor gave consent for cookies.
• ConversionA conversion is a visitor who does what you want.
• Conversions APIThe Conversions API sends conversions from your own server to Meta.
• Core Web VitalsCore Web Vitals are three Google scores for how fast and smooth your website works.
• CPACPA stands for cost per acquisition.
• CPCCPC stands for cost per click.
• CPMCPM stands for cost per mille.
• CROCRO stands for conversion rate optimization.
• CTRCTR stands for click-through rate.

D

• Demand GenDemand Gen is a Google Ads campaign type with images and video.

E

• E-E-A-TE-E-A-T stands for experience, expertise, authoritativeness and trustworthiness.
• Earned mediaEarned media is attention you earn instead of buy.

F

• FrequencyFrequency is how often the same person has seen your ad on average.

G

• GA4GA4 stands for Google Analytics 4.
• GEOGEO stands for generative engine optimization.
• Structured dataStructured data is extra code on your website.
• Google Ad GrantsGoogle Ad Grants is a Google program for charities.
• Google AdsGoogle Ads is advertising in Google.
• Google Business ProfileA Google Business Profile is your free business listing in Google and Google Maps.
• Google Search ConsoleGoogle Search Console is a free tool from Google.
• Google Tag ManagerGoogle Tag Manager is a free tool to manage the tracking codes on your website.

H

• HeatmapA heatmap is a map of your page with colors.
• HostingHosting is the place on a server where your website lives.

I

• IndexingIndexing means that Google has added your page to its list.

K

• Click depthClick depth is the number of clicks it takes to get from your homepage to a page.
• Quality ScoreQuality Score is a score from 1 to 10 in Google Ads.

L

• Landing pageA landing page is a page made for one goal.
• Learning phaseThe learning phase is the first period of a new campaign at Meta.
• Local SEOLocal SEO is SEO for customers in your own region.
• Long-tail keywordA long-tail keyword is a longer and more specific search term.

M

• Meta PixelThe Meta Pixel is a piece of code on your website.

P

• Performance MaxPerformance Max is a type of campaign in Google Ads.
• Promotion modePromotion mode is a temporary setting in Google Ads for a sale period of 3 to 14 days.

Q

• Query fan-outQuery fan-out means that AI splits one question into many smaller questions and looks them up at the same time.

R

• RedirectA redirect automatically sends visitors and Google from an old address to a new one.
• RemarketingRemarketing is advertising to people who have visited your website before.
• Responsive search adA responsive search ad is the standard text ad in Google.
• ROASROAS stands for return on ad spend.
• Robots.txtRobots.txt is a small file on your website.

S

• Scroll stopperA scroll stopper is the first image or first sentence of an ad or post.
• SEOSEO stands for search engine optimization.
• SitemapA sitemap is a list of all pages on your website.
• Spam updateA spam update is a Google change that ranks sites with misleading or mass-produced content lower in the search results.
• SSL certificateAn SSL certificate makes sure the connection to your website is encrypted.

T

• Campaign total budgetWith a total budget in Google Ads you set one amount for a period of 3 to 90 days.

U

• Negative keywordA negative keyword is a word for which your ad should not appear.
• UXUX stands for user experience.

V

• Lookalike audienceA lookalike audience is a group of people who are similar to your existing customers.

W

• What does a website cost?Having an agency build a website often costs between 1,500 and 10,000 euros.
• Website subscriptionWith a website subscription you do not pay a large amount up front.
• WhatsApp adsWhatsApp ads appear in the Updates tab of WhatsApp, between the status updates.

Z

• Zero-click searchWith zero-click search someone already finds the answer in Google and does not click through to a website.
• Search terms reportThe search terms report in Google Ads shows what people really typed before they clicked your ad.
• Keyword researchKeyword research means finding out which words your customers type into Google.
• Keyword match typesWith keyword match types you decide in Google Ads how closely a search must match your keyword.
• Orphan pageAn orphan page is a page that no other page on your site links to.