Jargon Buster

  • Term
    Description
  • A/B Split Testing
    Comparing the results of two different web pages or ads to see which performs better.
  • Above The Fold
    The "fold" is essentially the bottom of the page when you look at the screen. This used to be a big deal, with businesses worrying that anything 'below the fold' would never be seen by customers... These days it's not as important to keep all the vitals (calls to action etc) 'above the fold' but it can help.
  • Ad Copy
    The writing that goes into your ad - what the customer sees in the search results.
  • Ad Customisers
    Really tailor your ads with Customisers - you can adapt your text ads to devices used, lcoations, the time of day or even have a countdown to the end of a sale. You can have hundreds of variations on a single text ad.
  • Ad Spend
    The investment made on advertising. See also ROAS
  • Adaptive Websites
    Uses predefined layouts to resize a webpage for viewing on different devices. So, some elements of the page that would show on a desktop wouldn't appear on the same page viewed on a smartphone. See also Responsive Websites.
  • AdGroup
    When different ads contain similar keywords they are contained within an ad group. It helps you to organise your ads by a common theme.
  • AdWords
    The brand name for Google's Pay Per Click (PPC) advertising service. This is a performance-based service where you only pay for actual clicks to your website.
  • Algorithms
    Essentially, these are calculations or scientific formulas. In our industry they are used in PPC and SEO. Google makes changes to its algorithms that determine where pages rank in a search.
  • Analytics
    Analysing data or statistics. Most often when people talk about Analytics, they mean Google Analytics, where you can see various information recorded about your website, PPC campaigns, customer behaviour and more.
  • Anchor Text
    The clickable text in a hyperlink. Within a piece of text on a web page you might find a hyperlink. SEO best practices dicate that the text itself should be relevant to the page it's directed to and not the keyword you are trying to rank for.
  • Bid
    The amount you are willing to pay to appear for a search on your keywords. Just like an auction, the more popular the keyword, the more you might have to pay to appear higher on the SERP. There are other factors that determine the CPC, however, and top place in the search results doesn't always go to the highest bidder.
  • Below The Fold
  • Black Hat SEO
    Unethical process of improving Page Rank - through buying links, automated content, hidden text/links, keywordstuffing, duplicate content and more. Using these tactics/techniques can get you banned from Google. Short term gains, long term pains!
  • Bot
    See Crawler
  • Bounce Rate
    The percentage of people that arrive on your website who navigate away after only viewing the page they arrive on.
  • Brand Bidding
    A marketing tactic of bidding on the brand terms of your competitors, so that people searching for their products/services are served your ad too, so they can make a choice. Great for brand awareness, it shows new customers that you also provide what they're looking for.
  • Broad Match
    Keyword Match Type. Broad match is what Google uses by default, unless you specify a different match type (e.g. exact match). For example, if you chose Broad Match for wooden windows, your ad might appear for white wooden windows, wood windows and other broadly relevant searches. It will also show up on searches that include misspellings or synonyms.
  • Call Extension
    An added bonus on your ad that includes a phone number in your advert that customers can use to call you directly from that ad (without needing to visit the site/look for a contact page).
  • Call-Out Extension
    These are 'added value extras' that can appear in your ad. Usually used to define your USPs (such as Free shipping for retail sites or awards gained).
  • Captcha
    A computer system that determines whether a website user is a human or a robot, usually through questions. Used to lower the amount of spam traffic/sign ups/data extraction.
  • Click Tracking URL
    Adding tags to URLs so that you can track useful information and assess the overall performance of your PPC.
  • Clicks
    When someone clicks on your advert, this is called a 'click'.
  • Conversion
    After a customer clicks on your ad and takes an action that you've defined as being important to your business - for instance, a sale/lead/email sign-up.
  • Conversion Rate Optimisation
    Improving the percentage of people who visit your website and then convert (buy something, sign up for something). You can achieve this through a number of processes - A/B split testing headlines, CTAs, analysing the customer journey and more.
  • Conversion Tracking
    A free tool that lets you see what a customer does after they've clicked on your ad.
  • CPA
    Cost Per Acquisition The price you pay for a lead/conversion/specified action. You can set this to be whatever is most valuable to you - impressions, clicks, form submissions or sales, for instance.
  • CPC
    Cost Per Click The price you pay when someone clicks on your ad. A click is a visit to your website, which can be very valuable. It will always be equal to or less than your maximum bid.
  • CPE
    Cost Per Engagement The price for an interaction with your ad - impressions are free and you only pay when someone engages within the ad. Especially used on Facebook advertising.
  • Crawler
    A program that browses the web systematically, looking for items to create an index of data from. Also known as a 'spider' or 'bot'.
  • CTA
    Call To Action A button or a directive on a website/landing page that tells the customer what the next step is. Example CTAs include "Contact Us", "Submit", "Email Me", "Learn More"
  • CTR
    Click Through Rate Ratio used to show the users who click on a link, compared to the number of users who saw the link (be it on an advert, page, email). it is used to see how well your keywords and ads are performing.
  • Custom Ad Scheduling
    Target your customers when they're online. That could be certain days or hours.
  • Customer Match
    Customer match takes your customer email list and uses it when choosing who advertise to. Customers only have to be logged in to one of the many Google products (Gmail, YouTube or Google) for this to work.
  • Daily Budget
    How much you have to invest each day. It's important to set a clear budget and regularly review this to see what's working and where more investment could bring even more leads through your website.
  • Day Parting
    AKA AdScheduling - Researching what times and days bring you the most business and dividing the day into sections and tailoring ads. Can help you get more visibility at peak periods.
  • Deep Linking
    Linking to a page within a website, rather than just the home page. Ideal for getting customers to exactly where you want them to go, or to the exact product/service they are searching for.
  • Disavow
    Google tool that allows SEOs to tell Google that they don't want bots (crawlers) to follow certain links to their site - this could be because they are broken links or bought links.
  • Display Advertising
    This type of online advertising that includes banners and rich media. Very visual, they use audio, video and images to convey your message.
  • Display Network
    A collection of websites that show AdWords ads. Search ads don't just show up on SERPs. They can also be seen on News sites, blogs, mobile websites and apps. It's a great way of reaching new customers.
  • Display URL
    The website URL that is displayed within an ad. It shows users where they'll land when they click on your ad. Google only shows the first 35 characters of your display URL.
  • Duplicate Content
    Quite simply, content that is the same across different web pages or ads.
  • Dynamic Ad Delivery
    How a mobile campaign is delivered - making sure it's relevant and targeted to the audience seeing it.
  • Dynamic Search Ads
    These ads use Google's own organic web crawling technology to automatically target relevant search queries, based on your website content. Ideal for people with content-rich website, or who have lots of products that often change.
  • Ecommerce
    Commercial transactions that take place on the internet. This could be regular internet shopping, or B2B transactions.
  • Engagement Rate
    Social formula that uses typical interactions (likes, shares, comments) and divides it by the number of people who saw that post. Basically the percentage of people who saw a post and did something.
  • Enhanced CPC
    Enhanced Cost Per Click Bidding feature that gives the opportunity to raise bids for clicks that are more likely to lead to a sale or conversion on your site. Google gives a great analogy for this: "Imagine that your job is to stand outside a barber's shop and bring in new customers. If a businessman with shaggy hair comes walking by, then you give him a big wave and a hello. If a bald man walks by, then not so much."
  • Exact Match
    Choosing an exact match type makes sure that your ad is only shown to people who search for that specific word/phrase. So if you used an exact match term of (wooden windows), that ad would only appear when someone types wooden windows, not wood windows or white wooden windows.
  • Extensions
    Extensions are added extras on paid search ads. They give added value to the customer - such as contact or location information. They can make your ad larger, and therefore more visible and attractive to users.
  • Geo Targeting
    Identifying the location of a visitor and delivering different target marketing/ads/content to them based on their location.
  • Hits
    Another word for the number of files downloaded on your site (not, as most people think, the visits to a site).
  • HTML
    Hyper Text Markup Language The standard 'markup' language used to create web pages. Almost every web page you look at will have been created using this language. It defines the format, font, colour, size of everything you see on the page.
  • IAB
    Internet Advertising Bureau The independent digital advertising trade association, of which Broadplace is a member (the only Google Premier Partner!)
  • Impression Assisted Conversions
    The total conversions for which the ad appeared but did not get a click.
  • Impression Share
    The percentage of impressions that your ad received, divided by the estimated number of impressions you could have received.
  • Impressions
    A count of every time your ad is displayed in a search result. Clicks do not count here.
  • Indexed
    Google constantly visits websites and crawls them for information to help them provide users with the most relevant results on searches. Indexing pages puts them in a structured map for the bots to crawl through).
  • Interstitial Ads
    Full screen ads that cover the page visited. Usually between pages or during pauses in game levels on apps.
  • Invalid Clicks
    When someone clicks on your advert twice or clicks that Google deems to not be motivated by genuine interest... you don't pay for them.
  • Keyword Insertion
    An advanced ad features that automatically updates your ad text, to include the keywords that users have typed in their search.
  • Keyword Match Types
    Help you to control which searches your ad might appear for. Broad match will help you target a wider audience, Exact Match will help you to control who sees your ad.
  • Keywords
    The words that people use to make queries in a search engine. Also the words that you bid on for your adverts to appear against. These appear bold on the SERP.
  • Landing Page
    A special page set up for customers who click on your ad. It will be simple, to the point and have a clear CTA (call-to-action).
  • Location Extension
    An ad extension that shows customers exactly where your business is located.
  • Match Types (see also Broad Match, Phrase Match, Exact Match, Modified Broad Match)
    This is how you tell Google how important specific keyword searches are to your company.
  • Meta Description
    (SEO) Snippet you can write to appear as a preview to a page on the (SERP) search engine results page.
  • Meta Keywords
    A meta tag that appears in the HTML of a web page. Helps search engines to find your page.
  • Meta Tags
    Tags that appear in a page's HTML - great for helping search engines find your content.
  • Meta Title
    The HTML code that tells search engines the Title of your page. It does show on the page, unlike meta tags.
  • Modified Broad Match
    The middle ground of match types. You can reach a similar size audience to broad match, but control who sees your ad with parameters (e.g. must contain some words you've chosen)
  • Negative Keywords
    Defined keywords that you don't want your ad to appear for. Using them ensures that you don't waste ad spend showing for searches that don't apply to your business.
  • NoFollow
    Adding this code to a link pointing away from your website makes sure that you don't allow crawlers to use the link to rank your own site.
  • NoIndex
    Adding this code to a meta tag tells a search engine not to index that particular page(s) - it will not appear in search results this way.
  • Opt-In
    Express permission from a person to receive updates via any means from your company.
  • Organic Search Results
    These are the search results that appear in ranking of their relevance, rather than an advertisement.
  • Page Rank
    The algorithm that Google uses to determine where your website appears on a SERP
  • Penguin
    A set of algorithm updates, where Google changes the way search queries appear on a SERP.
  • Phrase Match
    This type of ad only shows when a person types the exact phrase into a search query. See also Match Types.
  • PLA
    Product Listing Ad An ad that shows a specific product, with an image and detailed information on that product. These appear in the Google Shopping box on a SERP.
  • Position
    Where your advert appears in the list of adverts on a SERP.
  • PPC
    Pay Per Click Online advertising model, where the advertiser pays for a click through to their website or landing page.
  • Product Feed
    A file listing your products, with details and attributes of each product grouped so that they can be displayed on adverts in a unique way.
  • Quality Score
    The score that Google gives a page, depending on relevance. Higher quality ads can appear higher on a SERP.
  • Real Estate
    The amount of room your ad takes up on a SERP. You can use ad extensions to take up more space on the page and extend your visibility.
  • Remarketing
    Interest based advertising that matches customers who've expressed an interest in your company or specific product and displays ads while they browse the internet later. It gives consumers another chance to buy a product they've added to a shopping basket and abandoned.
  • Responsive Websites
    A website that changes to best fit the device it's being viewed on - a laptop, mobile or tablet. See also Adaptive Websites.
  • Retargeting
    See Remarketing
  • Review Extensions
    Another element you can add to your ad, showing customer reviews. See also Extensions.
  • ROAS
    Return On Advertising Spend Specifically looking at what you spend on online advertising and how effective it is, financially.
  • ROI
    Return on investment The performance measure that takes your profit and investment and works out if you money has been well spent.
  • Search Engine
    Google, Bing, Yahoo... the websites you visit to search for answers.
  • Search Query
    What you type into Google - it could be one keyword or a long-tail keyword.
  • SEM
    Search Engine Marketing Improving your visibility in search results through paid advertising.
  • SEO
    Search Engine Optimisation Boosting your natural search results. There are many processes and strategies to do this. See our SEO Services page for more information.
  • SERP
    Search Engine Results Page The list of results after a query in a search engine.
  • Site Speed
    How quickly your website loads. Nearly half of web users expect pages to load in 2 seconds or less.
  • Sitemap
    The list of the pages that users and crawlers can access. It usually has the most important pages at the top.
  • Structured Snippets
    A type of ad extension that allows you to emphasise certain attributes of your product/service. They also give you more 'real estate' on the search results page, making your ad more prominent and more relevant.
  • Tag Manager
    Google's tag management system. Tags measure traffic and consumer behaviour. Google Tag Manager keeps an eye on all the tags so that your website doesn't get weighed down by obsolete ones, it also adds new tags and updates older ones.
  • Usability
    How easy your website is for the user to navigate, buy from or learn more about your product.

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