Glossary

Glossary: Content Exclusions

Definition Content Exclusions, formerly Site Category Exclusions, is less about placement targeting and more about Brand Safety. Here…

Glossary: Customer Match

Definition Customer Match refers to the ability inside the Adwords platform to upload a list of user details…

Glossary: Similar Audiences

Definition Similar Audiences refers to the audiences automatically generated inside the Adwords platform from Audiences you have previously…

Glossary: Remarketing

Definition Remarketing refers to the ability to target users who have already interacted with your brand – whether…

Glossary: Topic Targeting

Definition Topic targeting leans on Google’s enormous indexing database to web pages and apps that are associated with…

Glossary: Managed Placements

Definition Along with Content Keyword targeting, Managed Placements is probably one of the oldest forms of targeting still…

Glossary: Affinity Audiences

Definition Affinity Audience targeting leans on Google’s enormous cookie database to target users who have an interest with…

Glossary: In Market Audiences

Definition In-Market Audience targeting uses signals from visitor browsing behaviour. Once a users’ browsing behaviour for a particular…

Glossary: Content Keyword Targeting

Definition Content Keyword targeting, originally known as Contextual Keyword targeting, was the original targeting type for the Display…

Glossary: Audience Keyword Targeting (DSK)

Definition Formally known as Display Select Keywords (DSK), Audience Keyword targeting is a blurring of the line between…

Glossary: Programmatic, Artificial Intelligence and Machine Learning

Definition Because of the mountains of data now available, perhaps the biggest digital advertising buzzwords of recent times…

Glossary: Attribution

Definition When Intentional first started in 2010, the digital climate was very different. Back then, all of us…

Glossary: Single Source of Truth

Definition When Intentional first started in 2010, there was only really one digital advertising channel of worth (at…

Glossary: CPA

Definition CPA is an acronym for Cost per Acquisition. Every time a user reaches a Conversion point, this…

Glossary: Spend

Definition Ad Spend is simply the amount of money directed towards advertising for a particular period of time….

Glossary: ROAS / VOAS

Definition Return on Ad Spend (ROAS) and Value on Ad Spend (VOAS) both refer to the same thing…

Glossary: Conversion Value

Definition Conversion Value refers to the Dollar Value that each website Conversion point is worth to you. This…

Glossary: Conversions

Definition Conversions are important milestones that signify to you that visitors on your website have taken actions that…

Glossary: Impression Share

Definition Impression Share refers to the percentage of Ad Impressions your Brand received for targeting your are purchasing….

Glossary: The Marketing Funnel

Definition The classic Marketing Funnel refers to where a consumer may be in their journey to being a…

Glossary: RLSA

Definition A terrible acronym, but a powerful feature, Remarketing Lists for Search Ads (RLSA) are the ability to…

Glossary: Negativing, Positiving & Sculpting

Definition Negativing, Positiving and Sculpting are regular maintenance activities taken on accounts in order to maximise performance.  …

Single Keyword Ad Groups

Definition SKAGs (Single Keyword Ad Groups) is a term you may hear us talking about at Intentional. This…

Glossary: Line of Sight

Definition Line of Sight is a phrase you’ll often hear us talking about at Intentional. The origin of…

Glossary: Organic vs Paid Search Results

Definition Paid Search results are those listings that appear at the top of the Search Engine Results Page…

Glossary: Competitor Campaigns

Definition Competitor Campaigns refer to when a Brand buys their Competitor’s Brand terms as keywords. Reasons for buying…

Glossary: Unbranded Search

Definition Unbranded Search refers to when a Brand buys general, non-Brand keywords. Reasons for buying Unbranded Search keywords…

Glossary: Branded Search

Definition Branded Search refers to when a Brand shows Search ads against its own Branded keywords . Reasons…

Single Source of Truth: Keeping the ad platforms honest

Would you set a fox to guard the henhouse? If you’ve been using Facebook and solely relying on…

First Principles

Definition Its easy to learn the ‘3 steps to …’ or the ‘5 keys to …’ <insert_lesson_here>. Its…

Value

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

Arbitrage exists when information in one market can be used to your advantage in another market before the…