11.2: Key terms and concepts
- Page ID
- 24922
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Term | Definition |
Clickthrough | A click on a text ad link that leads to a website. |
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. |
Conversion rate | The number of conversions divided by the number of visitors, expressed as a percentage. |
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. |
Google AdWords | Google’s search advertising program, which allows advertisers to display their adverts on relevant search results and across Google’s content network. |
Impression | Each time an advert is shown. |
Key phrase | Two or more words that are combined to form a search query, often referred to as keywords. |
Keyword | A word found in a search query. For example, a search for ‘blue widgets’ includes the keywords ‘blue’ and ‘widgets’. |
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. |
Paid search advertising | Usually refers to advertising on search engines, sometimes called pay-per-click or PPC advertising. The advertiser pays only for each click on the ad. |
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. |
Return on investment (ROI) | The ratio of profit to cost. |
Search term | The keywords a user enters when searching on a search engine. |
Search engine results page (SERP) | The actual results returned to the user based on the search query. Sponsored results are search engine results that are paid for by the advertiser. |