It’s time for another instalment of our PPC glossary and this week we’re adding Part D to the collection. It’s a pretty short list this time around, but there are some important terms we’ll be covering – particularly Display URLs, which are being replaced by Final URLs in AdWords.


Daily Budget: The average daily budget you set for each ad campaign.


Day Parting: Also known as Ad Scheduling (anchor link)


Destination URL: The URL of the page visitors land on after clicking your ad. These have now been replaced by Final URLs, as part of the AdWords URL upgrade.



Disapproved: An ad status that says one of your ads can’t run because it violates Google’s advertising policies. If you can fix the problem, your disapproved ad status will be removed.



Display Network: Google’s collection of websites, videos and apps where you can display visual ads. Bing’s equivalent is called the Content Network (link).


Display Planner: A free AdWords tool to help you reach your target audience on the Display Network.



Display URL: The URL that appears on your ad, which you use to tell users where they will end up after they click. This URL can be different from the Final URL, as long as it meets Google’s Display URL policy.


Double Serving: Google’s policy that prevents more than one ad from the same company displaying on the same results page. This policy was changed in 2012, but Google offered no details about the update beyond announcing it.


Dynamic Ad Targets: A set of targeting options you can use to deliver Dynamic Search Ads to audiences, based on the content of your website.


Dynamic Keyword Insertion (DKI): A feature that allows you to insert keywords into your ad copy, based on the search terms a user types. This allows you to run a single ad with a flexible headline that includes the keywords a user searches for, whenever possible.




Dynamic Search Ads: A campaign type that uses the content on your website, rather than keywords, to automatically display your ads.


So that’s it for Part D in the series and we’re coming along nicely already. Next week we’ll have a combined post for sections E and F, where you’ll find out about Embedded Negatives, Free Clicks and plenty more essential PPC terms.