In order to better understand digital marketing, it’s important to know what particular terms and industry jargon refer to.
Educate yourself and protect your business from slick SEO salesmen by reviewing the following concepts.
the way in which your keywords are organised within your paid search campaign.
the way in which you structure your account (set your budget and targeting) in order to meet your business goals and maximise your return on investment.
when someone selects your paid search ad and ‘clicks’ through to your website.
when someone clicks on your ad and takes action on your website as a result, for example, makes a purchase or subscribes to your mailing list; the nature of the conversion depends on your business and your goals.
the average number of conversions resulting from each click on your ad, expressed as a percentage.
the number of conversions divided by cost.
the actual price you pay for every click on your ad as part of your Paid Search campaign.
CTR (click-through-rate) – the number of clicks divided by the number of impressions.
when an ad is displayed.
the proportion of impressions your ad receives out of the estimated number of impressions your keywords make you eligible to receive, ie, how often your ad is shown.
the words or phrases you bid on in order for your ads to appear in search results when someone performs a search that’s relevant to your business. Your whole paid search campaign hinges on the effectiveness of your keywords.
key performance indicators.
a 1 to 10 metric used by Google to measure the quality of your ads and the landing pages they trigger and which can influence your page rank and CPC (cost-per-click).
the first page that people see when they click on your ad; the quality of your landing page is crucial to your conversion rate.
you can set a negative keyword to tell a search engine what searches you don’t want your ads to appear for, as a way of filtering out unwanted clicks.
results generated naturally by a search engine because of their relevance to the terms someone searches for, as opposed to paid search ads. Tactics used to maximise a site’s chances of appearing in organic search results are known as search engine optimization (SEO) techniques.
a model of paid search advertising that drives targeted traffic for a small fee ‘per click’ based on the popularity of your chosen keywords.
ROAS (RETURN ON AD SPEND)
a key performance indicator of paid search, representing the revenue you earn against what you’ve spent on your campaign.
the return on investment you get for your paid search campaign.
search engine results pages.