Search Engine Marketing (SEM/PPC) Glossary

call to action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.

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.

contextual advertising – a method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

conversion rate – the percentage of visitors who take a desired action.

cost-per-action (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

cost-per-click (CPC) – the cost or cost-equivalent paid per click-through.

customer acquisition cost – the cost associated with acquiring a new customer.

keyword – a word used in a performing a search.

keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases.

keyword research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).

pay per click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.

return on investment (ROI) – the ratio of profits (or losses) to the amount invested.

search engine – a program that indexes documents, then attempts to match documents relevant to the users search requests.

search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.

self-serve advertising – advertising that can be purchased without the assistance of a sales representative.

see also:

PPC Search & Social Advertising

Search Advertising Discounts category at  (services, training, etc.)

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