Definition Impression Share refers to the percentage of Ad Impressions your Brand received for targeting your are purchasing. For example, a 78% Search Impression Share means your ads are showing 78% of the time your target audience is searching. This is telling you that there are 22% more opportunities available for you to reach your...

Definition The classic Marketing Funnel refers to where a consumer may be in their journey to being a customer of yours. It is still alive and well today, granted far more complex in terms of measuring given the Cross-Channel, Cross-Device Digital world we live in today. To keep things simple, we reduce the marketing funnel down...

Definition Negativing, Positiving and Sculpting are regular maintenance activities taken on accounts in order to maximise performance.   Negativing Negativing refers to blocking either irrelevant search queries on Search, or poor Placements in Display.   Positiving Positiving refers to promoting new keywords discovered by mining Search Query reports into their own SKAGs.   Sculpting Sculpting...

Definition SKAGs (Single Keyword Ad Groups) is a term you may hear us talking about at Intentional. This refers to an Ad Group structure we use for all Search – including Adwords and Bing. True to its name, what this means is that every Intentional Search Ad Group only has a single keyword. Not all...

Definition Line of Sight is a phrase you’ll often hear us talking about at Intentional. The origin of the phrase came from communicating how best to align advertising with the inner workings of the Adwords Search algorithm. Here Google is trying to align the interests of three parties: 1. The Searcher. If Searchers get quality...

Definition Paid Search results are those listings that appear at the top of the Search Engine Results Page (SERP) in response to a user’s search query, are paid for by advertisers, and are marked with the word ‘Ad’. Organic Search results are those listings that appear underneath Paid Search listings on the SERP in response...

Definition Competitor Campaigns refer to when a Brand buys their Competitor’s Brand terms as keywords. Reasons for buying Competitor keywords include: Attempting to lure away your competitor’s target consumers. Users who are searching for Competitor brand terms are near the bottom of the funnel, but are likely to have already (or almost) made up their...

Definition Unbranded Search refers to when a Brand buys general, non-Brand keywords. Reasons for buying Unbranded Search keywords include: Target the middle and top of the funnel. When we are doing research for a new product/service, we don’t know the domain specific keywords to search for so we start with very generic (even long) descriptive...

Definition Branded Search refers to when a Brand shows Search ads against its own Branded keywords . Reasons for buying Branded Search keywords include: Highest ROI. Typically, when visitors search for a Brand keyword they are already at the ‘bottom of the marketing funnel’ and are ready to buy. So buying Brand terms ensures a...