Call us today on: 0800 044 3664
Freephone from landlines & mobiles

The A-Z of PPC and Online Marketing Terms (I-P)

Posted by: In: Online Marketing, PPC, SEO 12 Apr 2013 Comments: 0 Tags: , ,


Image Ads – Ads that include graphics specially formatted for the Google Display Network. Ads can be static, animated or flash.

Impressions – The number of people who view a PPC ad.

Impression Share (IS) – The number of impressions received divided by estimated impression eligible to receive based on targeting settings, approval statuses, bids and Quality Scores.

Interest Categories – A way to reach users based on interests while browsing across the Display Network. Categories can include: autos, sports, travel, fashion etc.

Invalid Clicks – Sometimes referred to as Click Fraud. Ads that are considered unintentional or resulting from malicious software.

Key Performance Indicator (KPI) – What is most important to the success of a business e.g. conversions and cost-per-acquisition are considered KPIs for many advertisers.

Keyword – A word or phrase used to target and display ads based on search results.

Keyword Matching Options – A level of control over how closely a keyword has to match a search term in order to display an ad. Can set to broad, modified broad, phrase, exact or negative match. Can also include plurals, misspellings or close variants.

Keyword Tool – A feature used to find new keyword ideas. Can also help determine competition level and estimate traffic volume or negative keywords.

Landing Page – The webpage a visitor lands on after clicking an ad (specified by the Destination URL). Landing page quality is an important factor in determining Quality Score.

Lead – A desired action that allows the capture of a user’s information such as filling out a form or downloading a file etc.

LinkedIn Ads – Advertising placed on pages across LinkedIN network of professionals using specific targeting options.

Location Extensions – Addresses or contact information within text ads. Can help attract customers to local businesses.

Long-tail Keyword – A keyword phrase containing two or more words. These generally have less competition due to being less specific and can reduce CPC.

Managed Placements – Allows advertisers to choose individual sites for displaying adverts.

Manual Bidding – Manually set CPC bids for a particular keyword, placement etc.

Manual Tagging – Allows advertisers to tag destination URLs with information that Analytics or tracking software can read. Used in email and promotional campaigns.

Match Type – Allows advertisers to control when search query triggers an ad.

My Client Centre (MCC) – A tool for handling multiple AdWords accounts.

Negative Keywords – Added to an account to ads won’t display for a search query containing that keyword. Can help qualify clicks to site effectively.

Opportunities Tab – Designed to suggest opportunities such as budget recommendations, potential keyword additions.

Pay-Per-Click (PPC) – Advertising whereby an advertisers pays for every click through from a search engine.

Pay-Per-Click Management – Online management services by certified agencies or individuals helping businesses achieve a return on investment from PPC.

Phrase Match – Allows ads to show only when a search includes the exact phrase of a keyword or close variant of a specific phrase.

Placement Exclusions – Prevents ads from appearing on individual websites and designed to increase relevancy.

PageRank (PR) – Google’s measurement of a website’s quality. PageRank scores are assessed on a scale from 0 to 10, based largely on the number and quality of inbound links pointing at a given site.

Product Listing Ads (PLA) – Ads that include product information such as images, pricing etc. without requiring additional keywords or text. Ads appear in Google Shopping results automatically for queries relating to products on offer.

Sorry, the comment form is closed at this time.