In marketing, particularly in digital marketing, there is a tendency to use a vast array of acronyms and terminology that essentially means very little to Joe Bloggs, and in truth to many that are new to this industry.
Below is a list of acronyms and key terms that are frequently used in the digital marketplace.
This is a company’s paid-for advert as it appears in a search engine results page (SERP). In Google (the largest search engine in the UK) an advert will consist of a headline (with a 25 character limit), two lines of description (both with a 35 character limit) and display URL (again with a 35 character limit).
Ad groups are a way of structuring your paid search campaign. They allow you to target specific groups of people for a particular keyword or set of keywords. For example, if you were a company that sells insurance you would not want your adverts for travel insurance appearing to people searching for home insurance. Therefore, you would create an ad group for each type of insurance you sell. The ad group is essentially a set of keywords, adverts and bids that you define for your campaign.
The total number of ad impressions that a website can sell over time (usually a month).
This is the position in the paid search rankings where your advert appears. It is calculated using a combination of your quality score and bid amount.
This is a measure Google uses when you use Adwords to manage your campaign which calculates how closely the copy in your advert matches the keyword searched for. There are three levels of relevance, ‘above average’, ‘average’ and ‘below average’ which rank whether or not the copy within your advert relates to the search query. Average or above average means that the keyword is relevant when compared to other Adwords keywords. Below average indicates that your ad or keyword either isn’t specific enough or that your ad group covers too many themes.
These are the rules a search engine uses to determine the relevance of a webpage. This essentially results in your position within a search engines natural (organic) results.
This is the clickable and visible text in a hyperlink which is often shown in blue and underlined. For instance in this link to search marketing the term ‘search marketing’ is the anchor text even though the URL is http://lexicamarketing.com/search-marketing The anchor text is one factor in the search engine’s algorithm that is used to determine how relevant your website/page is for any given search term.
This is the overall average position of your advert in the paid search results for the number of times your advert has been shown for a particular keyword.
This is how much you are willing to pay each time someone clicks on your paid search advert.
These are search terms which include a company’s brand name. For example the term ‘Nike trainers’ is a brand search term.
This is the default match type within Google Adwords. Using this type of match on your accounts means your advert will appear when any word that is contained within your adgroup is searched for. For example if you were bidding on the term denim jacket your advert would appear against any search involving the word ‘denim’, ‘jacket’ or ‘denim jacket’. Your adverts could also appear for any single/plural forms, synonyms, misspells or other variations.
This occurs once someone who has clicked on your advert completes the required action – for example, makes a purchase or requests further information.
This is the ratio of how many people who clicked on your advert went on to complete a meaningful action such as a quote, sale or information request. It is calculated by dividing the number of completed actions by the number of clicks. For example if a company sold 100 products that had been driven by 1,500 clicks they have a conversion rate of 0.067%.
CPA (Cost Per Acquisition)
This is how much it costs you to acquire each customer.
CPC (Cost Per Click)
This is how much it costs you each time someone clicks on your advert.
CPM (Cost Per Thousand)
This is an advertising model where by you pay a set cost per thousand impressions served.
CTR (Click Through Rate)
This the ratio of the number of people who have seen your advert that have clicked on it. It is calculated by dividing the number of clicks by the number of impressions and multiplying by 100. For example if your advert was served 2,000 times and resulted in 50 clicks your click through rate would be 2.5%. CTR is a good indicator of the relevance of your advert so the higher the better.
This is the URL where your customers will be taken when they click through on your advert. This doesn’t appear as part of your advert which is beneficial if the destination URL is long as your advert won’t look cluttered.
This is the URL that your customers will see as part of your advert. It is important that this gives the customer an idea of where on your site they will be taken and should be relevant to the keyword on which they searched.
This refers to every interaction you have with Facebook that creates a piece of content. For example updating your status, liking a status update or uploading a photo are all types of edge within Facebook.
This is the name of the algorithm which Facebook uses to determine what appears in their users’ news feeds.
EPC (Earnings Per Click)
This is a measure used within affiliate marketing that enables affiliates to see how much they earn from a merchants programme for each 100 clicks they drive. This is calculated as an average of affiliate traffic and sales made on behalf of a merchant within a specified period of time (often either 3 months or 7 days).
EPC = Commission Paid ÷ clicks x 100
In Google Adwords when you bid on a keyword and put it in brackets for example [denim jacket] your advert will only appearing against that exact search term with the words in that order. As such your advert wouldn’t appear for relevant terms such as ‘blue denim jacket’ or ‘buy a denim jacket’.
These are searches that do not relate to a particular brand or company. For example ‘holidays in the Caribbean’ would be a generic search term whereas ‘Virgin Caribbean holidays’ would be a brand term.
This is where an advert is shown to people within a certain geographical location. This is done using a computer’s IP address.
This is the number of times your advert is shown within a search engine for a particluar keyword.
This is a multi-word phrase that is typed into a search engine.
This is a word that is typed into a search engine.
This is an advanced Google Adwords feature that means your advert copy will dynamically update with one of your keywords if the searcher has used a different, but relevant, search query.
Within Google Adwords there are four match type categories designed to help you target your adverts more effectively. These are exact match, phrase match, broad match and negative match.
This is a keyword that you do not want your advert to appear against. All search campaigns should include a negative keyword list. The main benefit of having a negative keyword list is that you won’t waste budget appearing against terms that are not relevant for your business. Not using negative keywords will result in your adverts appearing against irrelevant search queries which will have a negative impact on your quality score which has the knock on effect of increasing your bid costs. For example, RAC would not want to appear on the term ‘Spice Rack’ as the term is irrelevant to their company.
In Google Adwords when you bid on a term such as ‘denim jacket’ with any match type (exact, broad or phrase) you can add a negative keyword by using a minus symbol. This means that your advert will not appear against any search term that includes this keyword. For example, if you did not want to appear for ‘used denim jackets’ you would add the negative keyword ‘-used’.
This is a measure of the importance that Google gives to a page based on the incoming links from other pages. The higher the page rank for a page the more authority Google gives it. The term is named after Larry Page from Google.
In Google Adwords when your keyword appears in quotation marks, for example “denim jacket”, your advert would appear for all searches that contain that phrase. So your advert would appear for the terms “cheap denim jacket” and “where can I buy a denim jacket”.
PPC (Pay Per Click)
This is what you will pay to a search engine each time someone clicks on your advert. The benefit of this method is that you pay for the action of someone clicking on your advert and not for the number of times your advert appears (impressions).
PPL (Pay Per Lead)
A payment method used in lead generation whereby an advertiser pays a set amount for each genuine lead (a prospect that can be contacted and initially expressed an interest) delivered.
This is Google’s estimation of the relevancy of your adverts, keywords and landing page in relation to a person’s search query. Many factors contribute to your quality score including your keyword’s previous click through rate (CTR), display URL CTR, account history and landing page quality score. It is important to maintain as high a quality score as possible to ensure maximum efficiencies within your account.
RTB (Real Time Bidding)
This is a process whereby online publishers auction their ad inventory at an individual impression level and in real time.
SEM (Search Engine Marketing)
SEM is comprised of two types of search. SEO, often known as natural search, is the process of optimising your website to make it more visible to search engines. PPC, or paid search, is where you pay a search engine to appear on their results pages.
SEO (Search Engine Optimisation)
This is the process of improving the visibility of a website or webpage in search engines’ natural (unpaid) listings. The better your ranking, the higher up the listings you will appear and the more traffic you will drive to your site.
SERP (Search Engine Results Page)
This is the results page that a search engine returns in response to a search query.
URLs (Uniform Resource Locators)
This is the location of a webpage or file on the internet.