Find out how to talk digital: 20 online marketing terms for beginners
For decades, there was a famous saying in advertising stating that “Half the money spent on advertising is wasted. The trouble is to know which half.” That was, of course, before the advent of the Internet and its own data driven marketing solutions. Now it’s a bit easier to find out where your conversion is coming from. It’s still not a perfect scenario, with the question of “attribution” being very much on the mind of online marketers everywhere, but it sure is a long way ahead from the offline times.
The Internet also brought a lot of complexity to the advertising talk. Different platforms, strategies, managing solutions, new technology, the updates are endless and tough to keep up with. Speaking the same language is a good way to make things smoother. So, in this reading, let’s go through some everyday terminology and concepts, shall we?
Ad Rank: The position an ad occupies on a given paid search results page.
Broad Match: Keyword match type that search engines use to determine which search terms ads are eligible to match against. In broad match, it can be matched not only to the specific words but also to similar words and meanings.
Click: The action of following a link to a website. For PPC, this is precisely how many people click on the link to your landing page.
CTR – Click-Through Rate: It’s the number of clicks that your ad receives divided by the number of times that your ad is shown: clicks ÷ impressions = CTR.
Conversion: occurs when a visitor to your website completes a desired goal, such as filling out a form or making a purchase.
Cookies: Small files used to track user preferences and search history. It helps search engines track conversions and returning visitors.
CPC – Cost-Per-Click: Cost Per Click: refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns.
CPM – Cost-Per-Thousand Impressions: A way to bid where you pay per 1,000 views on the Google Display Network.
Exact Match: Serving ads to customers who are searching for the exact keyword, or close variants. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar similarities between the query and the keyword.
Frequency Cap: a restriction on the amount of times a specific visitor is shown a particular advertisement.
Google Ads: Formerly Google AdWords, it’s an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.
Keywords: Keyword is any search term entered on Google (or another search engine) that has a results page where websites are listed. keywords are ideas and topics that define what your content is about.
Landing Page: It’s a standalone web page, created specifically for a marketing or advertising campaign.
Long-tail Keywords: Those three and four keyword phrases which are very, very specific to whatever you are selling.
PPC – Pay-Per-Click: Internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked.
PPL – Pay-Per-Lead: an online advertising payment model in which payment is based only on qualifying leads.
Quality Score: Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
SEM – Search Engine Marketing: It’s a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
SEO – Search Engine Optimization: It’s the practice of increasing the quantity and quality of traffic to your website through organic search engine results.
SERP – Search Engine Results Page: They’re the pages displayed by search engines in response to a query by a user. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query.
These are some of many, many digital advertising terms you will see floating around. By agreeing on definitions, we are one step closer to avoid miscommunications and enjoy a more professional and effective landscape. It will help you to know what to ask for and what you are getting from your digital advertising providers. And on that take, we are able to create more successful digital campaigns. It’s a win-win.