SEO Terms

Ad position: The placement of an ad on the Google search results pages. Position #1 is
at the top of the first page.
Bid price: The maximum amount of money an advertiser is willing to pay for a click
from a given keyword.
Call to action: Directions within an ad or a web page for the reader to take an action.
Display network: Websites, forums, or blogs that aren't owned by Google, but have
Google AdWords ads (also known as Adsense ads) on them.
Impression: The display of an ad on a web page.
Interruption Marketing: A term we refer to when discussing the Display network and
the fact that someone wasn't actually looking for a solution to a problem, but might be
reading about something related to the problem or solution that is being advertised.
Landing page: The first webpage shown after an ad is clicked. The page is constructed
to appeal to the same desire as the ad.
Permission Marketing: A term we regularly refer to when discussing the Search
network, and the fact that someone is actively searching for a solution to a problem.
Split test: Test that divides online traffic randomly between two or more creative
approaches (ad, website, e-mail, and so on) and measures which one generates more
Search network: The online network people go to when searching for a solution to a
problem they're having.
Traffic: The number of visitors to your website.
Visitor value: How much money, on average, a single visitor to your website is worth.
Click-through the process of clicking through an online advertisement to the
advertiser’s destination
Click-through rate(CTR) The average number of click-throughs per hundred ad
impressions, expressed as a percentage. A measure of how relevant users find your ads
and keywords to their search query. CTR helps measure the performance of your ads and
Conversion rate the percentage of visitors who take the desired action
Cookie information stored on a user’s computer by a website so preferences are
remembered on future requests
Cost-per-click(CPC) the cost or cost-equivalent paid per click-through to your site.
Cost-per-click (CPC) bid The amount you pay each time a user clicks on your ad. You can set the maximum CPC bid (the maximum amount you are willing to pay when a
potential customer clicks on your ad) at the ad group or keyword level.
CPM Cost per thousand impressions
Customer Acquisition cost the cost associated with acquiring a new customer.
LCV Lifetime Value of a customer. The higher this value is, the more you can spend
to acquire a new customer.
Impression a single instance of an online advertisement being displayed
Keyword a word used in performing a search. A specific word, or combination of
words, used to target your ads to potential customers. When a user searches on your
keyword, your ad will enter the auction.
Keyword research the search for keywords related to your website, and the analysis of
which ones yield the highest return on investment (ROI)
Keyword marketing putting your message in front of people who are searching for
particular keywords and keyphrases
Pay per click online advertising payment model in which payment is based solely on
qualifying leads
Ad group A collection of ads within a campaign that corresponds to a group of related
Ad rank Your ad’s position on a results page. Your ad rank is determined by your
maximum CPC bid and your keywords’ quality score.
Campaign A component of your account that allows you to focus your advertising on specific products or services. The ads in a given campaign share the same daily budget,
language and location targeting. Each campaign can contain multiple ad groups.
Destination URL The web page on which a user will land after clicking on your ad. It
doesn’t have to be your site’s main page. Also called a landing page.
Display URL The URL displayed in your ad to identify your site to users.
Impression--The number of times an ad is displayed on Google or on sites in the Google
content network.
Quality Score Each of your keywords is given a quality score which can be found
by clicking on the icon in the “Status” column on the “Keywords” tab. Google
rewards relevant, quality advertising with a higher position on the search page and
lower costs, so making sure your ads are high quality is really important.
This score is a measure of how relevant your ad, keyword, or webpage is. Quality scores
help ensure that only the most relevant ads appear to users. The higher the quality score
the less you will pay per click.
Keyword Status An “Eligible” state means your keyword is eligible to trigger
ads Clicking on the icon in the status column will give you more detail on your
individual keyword performance. To view keyword status go to the “Keywords” tab
and look under the "Status" column.
Average Position: Check the “Avg. Pos.” column on the “Campaigns” tab in your
account to find out where your ad is appearing on the search results page. There are up to
11 ads shown on any search page so if your average position is 11 or more your ad is, on
average, not appearing on the first page of search results. You should aim to show your
ad on the first page of search results so your potential customers can more easily find
your ad.
First Page Bids: If your ad is not showing on the first page of search results then you
will see first page bid on the “Keyword” tab under the “Status” column. A first page bid
is the cost-per-click you need to set to get your ad showing on the first page of search
results. High first page bid estimates can indicate that your ads are not as relevant as they
could be.
Conversion tracking: In online advertising, a conversion occurs when a click on your ad
leads directly to user behavior you deem valuable, such as a purchase, signup, call, page
view, or lead. Conversion tracking is a free way to monitor and evaluate how well your
ad campaigns convert into meaningful actions like a sale.
Google Analytics: Google Analytics is a free website analysis tool which can show you
how people found your site, how they explored it, and what actions they took on your
site. With this information, you can improve your website’s return on investment,
increase conversions, and ultimately make more money on the web.
MCC My Client Center This is where you keep all you can view and edit all your
client accounts in one place on the Internet.
AdWords Editor This is a free program from Google where you can mass edit and set
up client accounts.


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