adVision Marketing

Glossary

The Online Marketing terms we use most often…

Ad Group
Contains one or more ads which target a set of tightly knit keywords, ad placements, or both.

Ad Placement
Locations throughout the Content Network where your ad can appear.

Average CPC
The average amount you pay each time someone clicks your ad.

Average Position
The average position on a search result page that an ad appears in when it’s triggered by a keyword search.

Broad Match
A keyword type that allows your ad to show for searches on similar phrases and relevant variations

Budget
The amount that you’re willing to spend on a specific campaign each month.

Campaign
Give structure to the products or services you want to advertise. The ads in a given campaign share the same daily budget, language and location targeting, end dates, and syndication options.

Click
Occurs when a user sees your ad, clicks, and enters your website.

Click Through Rate
The number of clicks your ad receives divided by the number of times your ad is shown (impressions).

Content Network
Sites that allow advertiser text ads and graphical banners to be placed on their site.

Conversion
Occurs when a user completes an action on your site, such as buying something or requesting more information.

Conversion Rate
The number of conversions divided by the number of test pageviews.

Cost Per Conversion
On average, the amount paid in advertising for every conversion tracked.

Creative
The development of any piece of advertising to be used online, including text ads and graphical banners.

Destination URL
The page you will direct visitors to once they click your ad and enter your site.

Display Advertising
Display advertising appears on web pages in many forms, including web banners

Display URL
This is the URL displayed within the search results to identify your site to users.

Exact Match
Allows your ad to show for searches that match the exact phrase exclusively

Google AdWords
Google’s advertising platform based on cost-per-click pricing.

Impression
The number of times an ad is viewed in the search results, or on the content network.

Keyword Matching
You can set each search-targeted keyword to have one of four settings: broad match, phrase match, exact match, or negative match.

Keywords
Represent your products or services, and are used to target your ads to potential customers.

Landing Page
An active webpage where customers will ‘land’ when they click your ad.

MSN AdCenter
MSN’s advertising program based on cost-per-click pricing.

Negative Match
Blocks your ad from showing for any search that includes that term.

Optimization
The process of modifying your ad campaigns to improve the quality and performance of your AdWords ads.

Phrase Match
Allows your ad to show for searches that match the exact phrase

Return on Investment
The ratio of the cost of advertising relative to the profit generated from conversions such as sales or leads.

Text Ad
Can be shown on Google and across the Google Network, and are sometimes known as ’sponsored links’ because the title links to your website.

Visitor ReMarketing
A platform which enables an advertiser to show ads to your visitors after they have left your site.

Yahoo Search
Yahoo’s advertising program based on cost-per-click pricing.

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