Digital Marketing - Chapter 10
Clickthrough
A click on a text ad link that leads to a website.
Organic results
Also known as natural results. Search results served by the search engine's algorithm. The search engine does not charge website owners to list these results.
Impression
Each time an advert is shown.
Return on Investment (ROI)
The ratio of profit to cost.
Quality Score (QS)
A measure used by Google AdWords to indicate how relevant a keyword is to an ad text and to a user's search query.
Keyword
A word found in a search query. For example, a search for 'blue widgets' includes the keywords 'blue' and 'widgets'.
Google AdWords
Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network.
Sponsored results
Search engine results that are paid for by the advertiser.
Search engine results page (SERP)
The actual results returned to the user based on the search query.
Cost per action (CPA)
The amount paid when a certain action is performed by a user.
Cost per click (CPC)
The amount paid when a link is clicked on.
Search term
The keywords a user enters when searching on a search engine.
Conversion Rate
The number of conversions divided by the number of visitors, expressed as a percentage.
Clickthrough Rate (CTR)
The total clicks on a link divided by the number of times that ad link has been shown, expressed as a percentage.
Key phrase
Two or more words that are combined to form a search query - often referred to as keywords.
Paid search advertising
Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click on the advert.
