This resource is a guide to the terms used in the world of search advertising. We hope you find the guide helpful as you explore this innovative way to advertise your business. Select the first letter of the word from the list below to jump to appropriate section of the glossary.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
A
^ back to top ^
Activation fee
A one-time fee which applies when you activate your Google AdWords account. In the UK the fee is £5.00.
Ad Rank/Positioning
An ad's position when it is displaying on a listings page is based on its Ad Rank. This is determined by your keyword or Ad Group's maximum Cost-per-Click (CPC) multiplied by the matched keyword's Quality Score. For the top positions above Google natural search results, however, Google uses your ad's actual CPC to determine its position.
AdWords
Google's name for its search advertising programme. The only way to ensure your business is listed on the first page of any search results is to use AdWords. Your ad will then appear in the Sponsored Links section. On a Zootrain course you will learn how to increase the likelihood of your ad being top of this section. Google's AdWords is based on Cost-per-Click pricing.
B
^ back to top ^
Banners
Oblong-shaped adverts with images and text which appear on websites. They are often animated and will link through to a new website or offer when you click on them.
Banner advertising
Using banners to advertise your business.
C
^ back to top ^
Campaign
A series of adverts which builds on one core thought about your business.
Click
A click (sometimes called a click-through) occurs when a user sees your ad and clicks on it, which will take them through to your website.
Click-through rate
The click-through rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions).
Conversion
When a user completes an action on your website, such as buying a product or service or requesting more information.
Conversion rate
The number of conversions divided by the number of ad clicks. This tells you a number of things, for example how well your website is performing and/or how accurate your ad is in terms of users' expectations. Note that the conversion rate should not be greater than 100%. Conversions are only counted on Google and some of their Google Network partners. The conversion rate is adjusted to reflect only the ad clicks on which they can track conversions.
Cost/Conversion
The total cost of your AdWords campaign divided by the total number of conversions. This statistic gives you the amount spent per conversion so you can see how efficient your advertising is. Conversions are counted only on Google and some of their Google Network partners. The cost-per-conversion is adjusted to reflect only the cost of ad clicks on which they can track conversions.
Cost-per-click
The cost-per-click (CPC) is the amount you pay each time a user clicks on your ad. Google's AdWords has a CPC pricing system which means that you pay each time someone clicks on your ad but do not pay just to have your ad appear in the Sponsored Links section.
CPM
This stands for cost-per-thousand (cost-per-mille) impressions. A CPM pricing model means advertisers pay for impressions received.
E
^ back to top ^
Email advertising
Using emails, the content of which can take various forms, e.g. a newsletter or a money-off voucher, to advertise your business to new and existing customers.
F
^ back to top ^
Fold
A term used in the industry to refer to an imaginary line at the bottom of your computer screen. On some websites you need to use your sidebar to scroll down to read what is beneath the fold on a webpage. Research has shown that many users don't scroll down pages, particularly when using a search engine so it is important to have your business displayed at the top of the list of search results.
G
^ back to top ^
Google
The UK and the world's biggest search engine.
Google AdWords
Google's name for its search advertising programme. The only way to ensure your business is listed on the first page of any search results is to use Google AdWords. Your ad will then appear in the Sponsored Links section. On a Zootrain course you will learn how to increase the likelihood of your ad being top of this section. Google AdWords is based on Cost-per-Click pricing.
Google Analytics
One of Google AdWord's tools which lets you see how visitors are interacting with your website and where they have come from.
I
^ back to top ^
Impressions
The number of times your ad is viewed.
Invalid Clicks
Clicks that Google does not charge to your account because they determine that they were generated by prohibited methods. Examples of invalid clicks may include repeated manual clicking or the use of robots, automated clicking tools or other deceptive software.
K
^ back to top ^
Keyword
The words or phrases that you choose to have associated with your business so that when someone types them into the search box your ad appears in the following listings.
L
^ back to top ^
Landing page
The page of your website which the user is taken to if they click on your ad.
Link
A word or section of text on the internet which, when clicked on, links through to a new website.
M
^ back to top ^
Maximum Cost-Per-Click
Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your ad. You can set a maximum CPC at the keyword-level or Ad Group-level. The AdWords Discounter automatically reduces this amount so that the actual CPC you are charged is just one penny more than the minimum necessary to keep your position on the page.
N
^ back to top ^
Natural Search
On a search results page there are two types of listings: Sponsored Links (which are paid for) and those listings displayed in what is called Natural Search (which are not paid for). The order of the listings in Natural Search changes regularly so it is difficult to ensure you are always on the first page of any search. The only way to do this is to use AdWords.
O
^ back to top ^
Organic Search
See Natural Search
Optimisation
Optimisation is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads. This often involves changing the content and settings of your campaigns and Ad Groups and editing your keyword lists and landing pages. Based on your advertising goals, initial optimisations may consist of simply adding a few new keywords, while more in depth optimisations can involve adjusting maximum cost-per-click bids (CPC bids), reorganising Ad Groups, rewriting ads, changing targeting options, adjusting keyword matching types and choosing relevant landing pages. Commonly, optimisation is used to improve keyword Quality Scores. Through optimisation, you can help lower your ad's costs without losing your position on a search results page. Remember: The higher the Quality Score, the lower the minimum CPC bid and price you will pay when someone clicks on your ad.
P
^ back to top ^
Pay-per-click (PPC)
The pricing structure used by some online channels to charge an advertiser each time a user clicks on the advertiser's ad. The amount is usually set by the advertiser, not by the channel. Also called cost-per-click (CPC).
Piñata
A decorated container, usually a horse or a donkey, filled with candy and toys suspended from a height, intended to be broken by blindfolded children with sticks, and used as part of Christmas and birthday celebrations in certain Latin-American countries or at children's parties.
Pure Food
Pure Food produces honey from hives kept in Regent's Park in London. It is owned and run by Toby Mason, one of Zootrain's trainers.
Q
^ back to top ^
Quality Score
Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum cost-per-click bid for Google and the search network. This score is determined by your keyword's click-through rate (CTR) on Google and the relevance of your ad text, keyword and landing page. Google likes high quality ads because they attract more clicks, encourage user trust and result in better long term performance. To encourage relevant and successful ads within AdWords, the system defines a Quality Score to set your keyword status, minimum CPC bid and ad rank for the ad auction.
R
^ back to top ^
Recommended Daily Budget
The daily budget necessary for your ad to appear as frequently as possible for your keywords. Your campaign daily budget controls how often your ad appears on Google. If your daily budget is lower than the recommended amount, your ad may not show all the time. Matching the recommended daily budget helps ensure maximum exposure.
S
^ back to top ^
Search Advertising
Advertising your business in the listings which come up after a user has asked an online search engine (e.g. Google or Yahoo) to look for something.
Search engine
A website whose main purpose is to help you find things on the internet. The biggest search engine in the UK is Google, used by 19.4 million people.
Sponsored Link
A word or section of text on the internet which has been paid for by a company or charity and which when clicked on, links through to a new website.