Video is no longer limited to social feeds or streaming placements. **Video in Search** refers to using video creative (or video-enhanced ad formats) directly within search results to influence consideration and conversion at the exact moment a user is actively looking for something. In **Paid Marketing**, this matters because search traffic is often high-intent—people are comparing options, evaluating prices, and making near-term decisions.

In **Paid Marketing**, “**Top of Search**” refers to the most prominent ad placements that appear at the very top of a search results page—where user attention and click intent are typically highest. In the context of **Shopping Ads**, Top of Search often means your product listing is shown in the first, most visible set of shopping placements (for example, the initial row or block users see before scrolling), which can strongly influence traffic quality and sales volume.

Title Optimization is the practice of improving product titles to increase relevance, visibility, and conversion performance—especially in Paid Marketing channels where titles act as primary “keywords” and ad copy. In Shopping Ads, the product title is often the most influential text field: it helps platforms understand what you sell, determines which searches you appear for, and shapes what shoppers click.

Supplemental Feed Rules are a set of logic-driven instructions used to modify, enrich, or correct product data by combining a primary product feed with additional (supplemental) data sources. In **Paid Marketing**, they’re most commonly applied to product-based campaigns—especially **Shopping Ads**—where feed quality directly determines what can be advertised, how products are matched to searches, and how efficiently budgets convert into revenue.

A **Supplemental Feed** is an additional data source you use to enhance or override parts of your primary product feed so your listings perform better in **Paid Marketing**, especially in **Shopping Ads**. Instead of rebuilding your main feed every time you need a new attribute, a promotion label, a corrected product type, or a localized title, you can layer improvements through a separate feed input that merges with your base data.

Subscribe and Save is a subscription-based purchase option that lets shoppers schedule recurring deliveries (or recurring orders) in exchange for an incentive—often a percentage discount, free shipping, or added value. In **Paid Marketing**, it’s more than a pricing tactic: it changes how you acquire customers, how you measure return, and how you design experiences that turn a first order into predictable revenue.

Streaming Tv Ads are video advertisements delivered within streaming television content (such as apps on smart TVs and streaming devices). In **Paid Marketing**, they bridge the impact of TV-style storytelling with the targeting and measurement discipline marketers expect from digital channels. For teams running **Shopping Ads**, Streaming Tv Ads often play a complementary role: building demand, educating audiences on product value, and re-engaging past visitors so lower-funnel product campaigns convert more efficiently.

Store Spotlight is a **Paid Marketing** concept focused on promoting a retailer’s **store** (the merchant, storefront, or curated store page) rather than pushing only individual products. In the context of **Shopping Ads**, Store Spotlight aims to increase store discovery, encourage browsing across multiple categories, and improve the efficiency of acquisition by turning “product hunters” into “store shoppers.”

Store Insights is a way of turning what’s happening in your store—online, offline, or both—into actionable intelligence for Paid Marketing. In the context of Shopping Ads, it helps marketers understand how products, pricing, availability, local demand, and customer behavior translate into measurable outcomes like clicks, conversions, and revenue.

Sponsored Tv is a Paid Marketing approach that places brand or product-led ads inside TV-like viewing environments—most commonly streaming and connected TV experiences—using targeting and measurement methods that feel closer to digital than traditional broadcast. In the context of Shopping Ads, Sponsored Tv often sits at the intersection of awareness and commerce: it introduces products on the big screen and then connects that interest to measurable actions like site visits, product detail views, add-to-carts, or purchases.

Sponsored Products are a cornerstone of **Paid Marketing** for brands that sell physical goods online. They are a form of **Shopping Ads** designed to place individual product listings in front of shoppers at the moment of highest intent—when people are actively searching, browsing categories, or comparing similar items.

Sponsored Display is a **Paid Marketing** approach that uses display-style ad placements to promote products (and sometimes brands) across retail and commerce environments. It sits close to **Shopping Ads** because it typically relies on product data, merchandising logic, and commerce-focused measurement (like product detail views, add-to-cart events, and sales).

Sponsored Brands Video is a video-based ad format designed for commerce environments where shoppers are already searching and comparing products. In the context of **Paid Marketing**, it combines the intent of **Shopping Ads** with the persuasion of short-form video, helping brands earn attention at the exact moment a customer is deciding what to buy.

Sponsored Brands is a **Paid Marketing** format within **Shopping Ads** designed to showcase a brand (not just a single product) in prominent placements where shoppers are actively searching and comparing options. Instead of relying purely on organic discovery, Sponsored Brands helps advertisers influence consideration by presenting a curated set of products, brand messaging, and sometimes a dedicated landing experience.

Smart Shopping is an approach to running **Shopping Ads** that leans heavily on automation and machine learning to decide *who* to show product ads to, *where* to show them, and *how much* to bid—based on the likelihood of generating sales or conversion value. In **Paid Marketing**, Smart Shopping sits at the intersection of product data, audience signals, and automated optimization.

A **Shopping Campaign** is a structured way to run **Shopping Ads** in **Paid Marketing** using product data (like titles, prices, availability, and images) to show highly relevant ads to shoppers who are actively comparing items. Unlike text-only ads, Shopping Ads are built around products, so success depends as much on data quality and merchandising as it does on bidding and creative.

Shopping Ads are product-based placements that show shoppers key commerce details—such as a product image, title, price, and seller name—directly inside an ad unit. In **Paid Marketing**, they’re a cornerstone for brands and retailers because they connect high-intent shoppers to concrete inventory, not just a landing page promise.

Shipping Settings are the rules and data you configure to tell ad and commerce systems how you ship, what it costs, where you ship, and how quickly orders arrive. In **Paid Marketing**, especially in **Shopping Ads**, these configurations are not just operational details—they directly influence what shoppers see (price + shipping), whether products are eligible to show, and how efficiently your campaigns convert.

Share of Voice on Shelf is a practical way to understand how visible your products and brand are compared to competitors at the exact moment shoppers are browsing product “shelves” online. In **Paid Marketing**, that shelf is often the product grid, carousel, or listing view where **Shopping Ads** appear—alongside other sponsored and organic product listings.

Seller Ratings are a credibility signal that can appear alongside your ads, helping shoppers evaluate your store at a glance. In **Paid Marketing**, especially in **Shopping Ads**, these ratings can influence whether someone clicks your product listing, chooses your brand over a competitor, and ultimately completes a purchase.

Seasonality can quietly make or break results in **Paid Marketing**, especially when you rely on intent-driven placements like **Shopping Ads**. A **Seasonality Label** is a structured way to mark products, categories, or campaigns as “seasonal” (and specify which season or event) so your targeting, budgets, bids, and reporting reflect predictable shifts in demand.

Search Term Isolation is a campaign structuring and query-control approach in **Paid Marketing** where you deliberately separate high-value search queries into dedicated campaigns or ad groups so you can control bids, budgets, negatives, and messaging with far more precision. In **Shopping Ads**, where products can match to many different queries and intent can vary dramatically, Search Term Isolation helps you stop “blended” traffic from hiding what’s really driving profit.

Scheduled Fetch is a practical concept in **Paid Marketing** that helps ensure the product data powering **Shopping Ads** stays fresh and consistent. In simple terms, it’s a planned, recurring process where an ad system (or a connected feed system) retrieves your latest product information—such as price, availability, titles, and images—on a set timetable instead of waiting for manual uploads.

Sale Price Effective Date is the date range that tells ad systems and shoppers *when a discounted price should be shown and used* instead of the regular price. In **Paid Marketing**, it’s especially important in **Shopping Ads**, where price is often the most visible and decision-driving attribute on the ad.

Sale Price is the discounted amount a shopper pays for a product during a promotion, markdown, or limited-time offer. In **Paid Marketing**, Sale Price is more than a merchandising detail—it’s a performance lever that influences click-through rate, conversion rate, return on ad spend, and even how competitive your products appear across **Shopping Ads** placements.

A **Returns Policy** is more than a customer service document—it’s a conversion lever and a profitability control system. In **Paid Marketing**, especially in **Shopping Ads**, shoppers compare price, delivery speed, and the perceived risk of buying. Clear, fair returns reduce that risk, which can improve click quality, conversion rate, and long-term brand trust.

Retail Readiness is the work you do before scaling spend—making sure products, pricing, inventory, content, and measurement are prepared to convert demand efficiently. In the context of Paid Marketing, it’s the difference between “running ads” and running a retail engine that can fulfill and delight customers at scale.

Retail Media is a form of **Paid Marketing** where brands buy ad placements on a retailer’s owned digital properties—most commonly within eCommerce sites and apps—so products appear at high-intent moments like search results, category pages, and product detail pages. In practice, it often shows up as sponsored placements that look and behave like **Shopping Ads**, helping shoppers discover products while they are actively evaluating what to buy.

In **Paid Marketing**, not every click comes from the most visible ad slot. Many **Shopping Ads** impressions and sales happen in positions that are *still on search results pages*, but not at the very top. **Rest of Search** is the common label for those lower search placements—valuable inventory that often delivers different economics, intent signals, and optimization needs than premium positions.

A **Ranking Campaign** is a **Paid Marketing** approach focused on systematically improving where and how often your ads appear for high-intent searches—especially within **Shopping Ads**, where visibility is tightly linked to product demand, competitiveness, and auction dynamics. Instead of treating ad placement as a byproduct of “set-and-forget” bidding, a Ranking Campaign treats **rank (prominence)** as a managed outcome with clear targets, guardrails, and measurement.