By now you should all know the drill, but in case we have any newcomers today, welcome to our series on PPC jargon and terminology. Today we’ll be running through all the essential the PPC vocab beginning with ‘O’ and ‘M,’ which introduces a number of key terms for search, display and Google Shopping – something for just about everyone.

So let’s get right down to it.


Opening image: This is the still image that shows on your video ads before a user clicks play.

Opportunities Tab: A tool in the main AdWords panel menu that offers suggestions to help you get the most out of your PPC campaigns. You’ll get things like budget recommendations, keyword additions and other tips.

Note: Bare in mind these are automated suggestions and Google aim is to increase the number of clicks on your ads (that’s where it gets its money from) not necessarily to help you max conversions (where you get yours).

Overdelivery: Is when your ad receives more clicks in any given day than your average daily budget is set for. This means you can overspend your daily budget, however Google ensures you never pay more than your budget for the month – overdelivery can actually help make up for days where you don’t reach your budget.



Overdelivery Credit: If you ever do exceed your monthly budget, because Google overdelivers your ads too much, then you’ll be automatically credited for the clicks that took you over budget.


Pay-Per-Click: AKA PPC – An advertising method where you’re charged for each click your ads generate. AdWords is one of many networks in the PPC market, which covers search, display and various social platforms.

Pending Campaign: An ad status for when the start date you have selected is yet to pass.



Phrase Match: A Keyword Matching Option that only allows your ads to enter the auction for searches that include your exact keyword phrase.



Placements: These are the locations on the Display Network where your ads can show – websites, apps, video, web pages or parts of a web page that are partnered with Google to show ads.

Placement Exclusions: Much like negative keywords, you can single out placements where you don‘t want your ads to show.

Play Rate: Defines how often your ad’s video is played compared to the number of times your ad is shown.

Product Feed: A file that contains information about your products which is used to list them in Google Search results and Google Shopping. You can learn more about how to set up shopping campaigns over at AdWords Help or check out the video below:



Product Listing Ads: AKA PLAs – An ad type for products that includes an image and details for the products you sell on your website. These are the ads that typically make up the Google Shopping experience for users.



That’s all for today folks, but we’ll be back next week with a triple bill for Parts Q, R and S. And that should leave us with just one more article in the series before you have all the key PPC terminology you need.