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

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


Quality Score – A formula search engines use that takes a number of factors (including CTR) into consideration in order to decide if keywords are relevant to ads and landing pages. When multiplied with max CPC, Ad Rank is calculated which determines what the ad position will be.

Remarketing – Shows ads to users who have previously visited a website as they browse other websites on the Display Network. Increases the opportunity for users to click on an ad and return to the advertisers website.

Return on Ad Spend (ROAS) – Ration of money gained or lost on investment in relation to PPC money invested.

Return on Investment (ROI) – Ratio of money gained or lost on an investment relative to the amount of money invested.

Search Engine Marketing (SEM) – Online marketing for increasing visibility on search engine results and paid advertising (such as PPC).

Search Engine Optimisation (SEO) – Techniques for increasing organic traffic via SERPs. Web pages are analysed and ranked based on relevancy to the user’s search criteria.

Search Engine Results Page (SERP) – The list of results a user is given on a search engine after typing in a search query. Both organic and paid results are typically displayed.

Search Network – A group of websites where an ad can be displayed.

Search Partners – Google partnered websites showing PPC ads on the Search Network.

Search Query – The words a user inputs into a search engine when looking for specific content. Keywords that appear in the search query which an advertiser has bid on will appear depending on match types and targeting criteria.

Search Query Report (SQR) – Allows advertisers to identify search queries that have triggered the display of their PPC ads. Can be used to identify new keyword ideas and block irrelevant queries.

Shared Budgets – An option to allow advertisers to specify an amount to spend on a group of campaigns within a given day. A good option to avoid too thin a budget for smaller accounts.

Sitelinks Extensions – Displays links to different pages of a website beneath ad text. Must direct users to a different destination URL than the one the main ad points to.

Social Extensions – Displays public endorsements (+1) when an eligible Google+ page is attached.

Text Ad – A standard AdWords ad with headline, two lines of descriptive test and a display/destination URL.

Text Placeholders – Ad variables to allow multiple updates simultaneously. One or more placeholders can be added to title, text, display URL or destination URL.

Top vs. Side – The placement of an ad within SERPs. An ad can appear at the top of the results or along the right-hand side.

Topics Targeting – Allows advertisers to display ads on other websites with content relevant to selected topics.

Tracking Code – Often added to a ‘thank you’ page once a customer clicks, this HTML code enables the conversion-tracking tool.

Traffic Estimator – Predicts how well a keyword can perform at local and global search volume.

TrueView Video Ads – Video ads giving viewers the option of which messages are displayed and when.

View-Through Conversion – Measures online conversions that occurred within 30 days after a user viewed an ad on the Google Display Network, didn’t click on it, and then converted by another means.

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