Definition Content Exclusions, formerly Site Category Exclusions, is less about placement targeting and more about Brand Safety. Here…
Definition Customer Match refers to the ability inside the Adwords platform to upload a list of user details…
Definition Similar Audiences refers to the audiences automatically generated inside the Adwords platform from Audiences you have previously…
Definition Remarketing refers to the ability to target users who have already interacted with your brand – whether…
Definition Topic targeting leans on Google’s enormous indexing database to web pages and apps that are associated with…
Definition Along with Content Keyword targeting, Managed Placements is probably one of the oldest forms of targeting still…
Definition Affinity Audience targeting leans on Google’s enormous cookie database to target users who have an interest with…
Definition In-Market Audience targeting uses signals from visitor browsing behaviour. Once a users’ browsing behaviour for a particular…
Definition Content Keyword targeting, originally known as Contextual Keyword targeting, was the original targeting type for the Display…
Definition Formally known as Display Select Keywords (DSK), Audience Keyword targeting is a blurring of the line between…
Definition Because of the mountains of data now available, perhaps the biggest digital advertising buzzwords of recent times…
Definition When Intentional first started in 2010, the digital climate was very different. Back then, all of us…
Definition When Intentional first started in 2010, there was only really one digital advertising channel of worth (at…
Definition CPA is an acronym for Cost per Acquisition. Every time a user reaches a Conversion point, this…
Definition Ad Spend is simply the amount of money directed towards advertising for a particular period of time….
Definition Return on Ad Spend (ROAS) and Value on Ad Spend (VOAS) both refer to the same thing…
Definition Conversion Value refers to the Dollar Value that each website Conversion point is worth to you. This…
Definition Conversions are important milestones that signify to you that visitors on your website have taken actions that…
Definition Impression Share refers to the percentage of Ad Impressions your Brand received for targeting your are purchasing….
Definition The classic Marketing Funnel refers to where a consumer may be in their journey to being a…
Definition A terrible acronym, but a powerful feature, Remarketing Lists for Search Ads (RLSA) are the ability to…
Definition Negativing, Positiving and Sculpting are regular maintenance activities taken on accounts in order to maximise performance. …
Definition SKAGs (Single Keyword Ad Groups) is a term you may hear us talking about at Intentional. This…
Definition Line of Sight is a phrase you’ll often hear us talking about at Intentional. The origin of…
Definition Paid Search results are those listings that appear at the top of the Search Engine Results Page…
Definition Competitor Campaigns refer to when a Brand buys their Competitor’s Brand terms as keywords. Reasons for buying…
Definition Unbranded Search refers to when a Brand buys general, non-Brand keywords. Reasons for buying Unbranded Search keywords…
Definition Branded Search refers to when a Brand shows Search ads against its own Branded keywords . Reasons…
Would you set a fox to guard the henhouse? If you’ve been using Facebook and solely relying on…
Definition Its easy to learn the ‘3 steps to …’ or the ‘5 keys to …’ <insert_lesson_here>. Its…
What is value?
A thing becomes valuable when we perceive we are getting more from it than what we are giving for it.
The greater the difference, the greater the value.
Arbitrage exists when information in one market can be used to your advantage in another market before the…
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