Okay folks, it’s time to wrap up our PPC jargon series with a quick run through those last letters of the alphabet. Actually, we should confess at this point we only have Parts T and U for you today, because there are no V, W X, Y or Z-terms for us to cover. We just thought the title would seem a little odd by abruptly ending at the letter U.

There’s a good chance you’ll be seeing some of the terms in our final post for the first time today. We suspect Top of Page Bid Estimate and Top vs. Side could be among the new entries for some of you – but that’s precisely why we’re running this series. So let’s crack on!


Targeting Group: A set of targeting methods for video campaigns – including Topics Targeting, Interests, demographics, keywords and numerous other options. You can learn more about your targeting options and other tips on optimising video campaigns over at AdWords help.

Targeting Method: Your choice of targeting options for ads on the wider Display Network. You can use multiple targeting methods for any given ad group, which helps you narrow down who sees your ads to a more specific audience.

Text Ad: The standard AdWords ads you see on Google Search pages and other engines partnered with the Google Network.

Text Overlay Ad: Text ads that sit over online videos and media players – typically over the entire player or the bottom 20% of its display.

Top of Page Bid Estimate: An estimated minimum bid, calculated by Google, required for your ad to be shown in the top position of page one in search results. This is estimated based on your Quality Score and competition for any given keyword. High estimates could suggest you need to improve your Quality Score.

Top vs. Side: An alternative measurement to Average Position that may offer more accurate insights into how you need to adjust your bids to improve ad positioning. For more info, check out this article from PPC Hero or take a look at their video:


Topics Targeting: A targeting option for ads on the Display Network to show your ads to people who visit websites related to topics of your choice.

Tracking Code: A snippet of code supplied by Google for you to set up Conversion Tracking on your website.

TrueView Video Formats: A type of video ad where users have to choose to watch your video, meaning you don’t pay for any random impressions or have to make assumptions about whether people view your video ad.

Under Review: An Ad Status that says your ad can’t run until Google has reviewed it for approval. Some ads will be set to Under Review by default – including image and video ads – and won’t run until approved (normally within a business day).

Unique Visitor: A single visitor, regardless of how many times they have visited your site. It’s important you understand the difference between clicks, sessions, users and other data attributions within AdWords and Google Analytics.

URL Parameter: A method of sending data about a click through its URL – telling you which website a user clicked your ad on, for example. You can find out more about the other types of URL Parameters over at AdWords Support.

And that’s it for our series on PPC jargon and key terminology! With all that tricky vocab officially busted, all that’s left for us to do now is compile the series into a single resource and upload it to our website. So stay tuned for an update once the page goes live and be sure to get in touch via our website or on social if you have any questions or suggestions to add to our list.