Search engine marketing is a specialised marketing discipline and like any specialist area, it has its own words and commonly used abbreviations. For those outside of the realm of web development and digital marketing these can be a little obtuse. For those who don’t know their SEO from their PPC, here is a brief guide to some of the most common terms in search engine marketing:
Search Engine Optimisation (SEO)
Ultimately, SEO is about getting an increased amount of traffic from search engine results to your website. This process involves choosing carefully targeted keyword phrases related to the site, the product and the prospective audience. Using a variety of techniques such as optimised copy-writing and link-building, SEO strategies make sure that a website places well in search rankings when those phrases are used in a search query.
Paid Search
‘Paid search’ commonly refers to the sponsored links delivered in search engine results, often in prominent positions alongside the ‘organic’ results which are generated by the search algorithm. These sponsored search results are key to a search engine operator’s business model. Over the past decade, they have almost universally adopted a PPC advertising cost model.
Pay per Click (PPC)
This online advertising payment is the most popular amongst paid search advertising services. In this arrangement, advertisers are only charged for their paid search links when a search engine user clicks on them. Due to the overwhelming number of impressions that a sponsored link may receive without successfully influencing user behaviour, pay-per-click is an extremely popular option. It provides a quantifiable ROI and results in a beneficial arrangement for both publisher and advertiser. Whilst the publisher does not have to worry about actual sales conversions, the advertiser does not have to worry about how many impressions it takes to attract actual people’s interest.
Impressions
This commonly refers to any single instance where an online advertisement is displayed to a user, be it a display ad, a sponsored link or a pop-up. Used across digital marketing, until it becomes possible to work out if a user has actually looked at an advert the only available measure is the number of times the advert is loaded by individual web browsers.
Click Through
This is the process of clicking through an advertisement to the linked destination. Whilst other responses such as typing a company URL into the browser bar may also come from an ad impression, click through actions are the only desired action that can be accurately measured. Analysing the ‘click through rate’ (CTR) of a search engine marketing – or indeed, any online advertising – campaign can help advertisers get the most out of their investment and their efforts, measuring how many impressions an generates against how many times the advert is clicked through. Accurate estimates of click throughs must exclude duplicate clicks (more than one from the same user) and “robot clicks”, where an automated program ‘clicks’ on hundreds of adverts a second or a ‘botnet’ of compromised computers is co-opted to do the same. This latter method is often used by cybercriminals looking to exploit the PPC advertising system.
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