A comprehensive guide to click fraud and digital advertising terminology
Showing 27 of 27 terms
An integrated Google Ads tool that uses user data and machine learning to optimise targeting and ad delivery, helping advertisers reach relevant audiences more effectively without needing to be explicitly enabled.
Automatically generated tracking parameter in Google Ads that, through auto-tagging, appends a unique code to ad URLs to capture detailed click and campaign data, enabling precise performance tracking, analysis, and optimisation of advertising efforts.
Keyword match types in Google Ads define how closely a search query must align with your chosen keywords: Broad, Phrase, Exact, and Negative; to balance reach and relevance and ensure ads appear for the most effective searches.
An MCC (My Client Center) account in Google Ads is a central dashboard that lets agencies or managers efficiently oversee multiple client accounts, streamline billing, access aggregated data, and manage campaigns at scale from one place.
Performance Max is a Google Ads campaign type that uses machine learning to optimise ads across all Google channels, including search, display, and video, helping advertisers simplify management and maximise results toward goals like leads, sales, or traffic.
Smart Campaigns in Google Ads are an automated solution designed for small businesses and beginners, using machine learning to handle targeting and bidding while simplifying ad creation and tracking, making it quick and easy to attract nearby customers.
WBRAID is a Google tracking parameter that replaces third-party cookies to support conversion tracking in a privacy-friendly way, enabling advertisers to measure ad performance without relying on user-level data.
The practice of clicking on online advertisements with malicious intent, rather than genuine interest in the product or service being advertised.
Automated software that simulates human behavior to click on ads, often used in click fraud schemes.
An organization that employs people to manually click on ads for profit, often using multiple devices and accounts.
The amount an advertiser pays each time someone clicks on their advertisement.
The percentage of people who click on an ad after seeing it, calculated as clicks divided by impressions.
Clicks that don't represent genuine user interest, including accidental clicks, fraudulent clicks, and clicks from automated systems.
A Google Ads metric that measures the relevance and quality of your ads, keywords, and landing pages.
A unique numerical label assigned to devices on a network, used to identify the source of clicks and detect fraud patterns.
When website owners click on ads displayed on their own sites to increase their revenue from ad networks.
Direct attacks from competitors trying to exhaust advertising budgets by clicking on ads repeatedly.
The number of times an advertisement is displayed to users, regardless of whether they click on it.
The percentage of users who complete a desired action (like making a purchase) after clicking on an ad.
A measure of the efficiency of an investment, calculated as the ratio of net profit to the cost of the investment.
An advertising model where advertisers pay a fee each time their ad is clicked, rather than when it's displayed.
A platform that connects advertisers with publishers who have space to display ads on their websites.
The webpage that users see after clicking on an advertisement, designed to convert visitors into customers.
The percentage of visitors who leave a website after viewing only one page, often an indicator of poor user experience or irrelevant traffic.
A feature that allows advertisers to show ads only to users in specific geographic locations.
Words or phrases that prevent your ad from showing when users search for those terms, helping to improve ad relevance.
A Google Ads metric that determines the position of your ad on the search results page, based on bid amount and quality score.
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