What is Maximize Conversions in Google Ads? Maximize Conversions is a Google Ads smart bidding strategy that automatically sets bids to generate as many conversions as possible within your campaign budget. The system uses auction-time signals and your conversion history to favor clicks more likely to complete your goal. It
What is a Facebook Ads frequency cap? A Facebook Ads frequency cap limits how many times a single person in your target audience sees your ad within a chosen time frame. The setting helps control frequency in marketing and reduce Facebook ad fatigue before CTR and CPA slide. Example frequency
What is frequency capping? Frequency capping limits how many times an individual user sees the same ad within a defined time window. The tactic controls frequency in marketing, reduces ad fatigue, and pairs naturally with Facebook Ads frequency caps on Meta reach campaigns. Example frequency cap settings by channel |
What is eCPM? Effective cost per mille (eCPM) measures revenue earned for every 1,000 ad impressions. Publishers and advertisers use it to compare campaign profitability regardless of whether they buy on CPM, CPC, or CPA. Track eCPM alongside ad inventory performance on ad exchanges and in broader paid media programs.
What is cost per click (CPC)? Cost per click (CPC) is the amount an advertiser pays when someone clicks an ad in a pay-per-click auction. Unlike CPM (cost per mille) or CPI (cost per impression), CPC charges only when a user engages by clicking. That makes CPC a practical metric
What is click-through rate (CTR) in Google Ads? Click-Through Rate (CTR) is the percentage of people who clicked your ad after seeing it. In Google Ads, CTR signals relevance and feeds Google Ads Quality Score. Strong CTR supports lower CPC and better positions when paired with solid landing pages. CTR
What are bid adjustments in Google Ads? Bid adjustments are percentage-based changes to a base CPC bid in Google Ads. Advertisers raise or lower bids by device, location, time, audience, or demographics to reach high-value users at the right moment. They work with ad rank and Quality Score in the
What is behavioral targeting? Behavioral targeting is a digital marketing technique that uses user behavior data, such as browsing activity, past purchases, and search history, to deliver personalized ads. By analyzing actions and preferences, marketers reach audiences with messages that match demonstrated intent, which often improves engagement and conversions compared
What is click-through rate (CTR)? Click-through rate (CTR) is the percentage of impressions that result in a click. Marketers use CTR to judge how compelling an ad, email subject line, or organic listing is relative to how often it was shown. In paid search, CTR also feeds into Quality Score
What is a banner ad? A banner ad is a rectangular display unit placed on a website or app to promote a brand, product, or service. The unit links to a landing page, so the format is built for awareness, traffic, and retargeting. Banner ads remain a core piece of
What is ad skipping rate? Ad skipping rate is the percentage of viewers who choose to skip a video or audio ad when given the option. The metric matters for video ads, in-app placements, and podcasts where users can bypass ads to reach content faster. Tracking skip rate helps teams
What is an ad exchange? An ad exchange is an online marketplace where advertisers and publishers buy and sell digital ad inventory in real time. Exchanges power programmatic advertising by matching ads to available placements on websites, apps, and other channels. Unlike traditional ad networks that sell bundled inventory, exchanges
Introduction In digital marketing, A/B testing (also known as split testing) is a practical way to improve campaign performance with real data. By comparing two versions of a marketing asset, businesses can make informed decisions based on data rather than guesswork. In this guide, we'll explore what A/B testing is,
What is incremental cost per click (iCPC)? Incremental cost per click (iCPC) is the estimated cost of winning one more click in a paid search campaign. Unlike average cost per click (CPC), which divides total spend by total clicks, iCPC focuses on the marginal cost of the next click. That