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

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

I-P

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.

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