Creating a Google AdWords Campaign

Key Terms and Concepts Before you dive into building your first Google AdWords campaign, it's important to get comfortable with the core vocabulary you'll encounter throughout the process. **Search Engine Optimization (SEO)** is the practice of optimizing your web pages, social media profiles, and other online content so that search engines rank you as high as possible in their results. Great SEO starts with great content — without it, visitors won't return and won't convert into customers. **Clickthrough** refers to the action a user takes when they read your ad and click the hyperlink to your website or a specially designed **landing page**. The number of clickthroughs is a critical measure of your ad's effectiveness. **Conversion** occurs when a visitor completes a desired action on your site — such as making a purchase or downloading something. More clickthroughs generally lead to more conversions. **Pay Per Click (PPC)** is the billing model used by AdWords and similar platforms. Every time someone clicks on your ad, your account is charged. You control how much you're willing to spend, making PPC a flexible and scalable option. **Impressions** measure how many times your ad appeared on a search results page, regardless of whether it was clicked. A high number of impressions with a low clickthrough rate may signal that your ad needs improvement. **How