This document defines and explains key terms related to paid online advertising. It provides definitions for over 20 common terms used in online marketing, including pay per click (PPC) advertising, banner ads, click through rate (CTR), geo-targeting, remarketing, and more. The definitions are concise explanations of each term to help demystify online marketing jargon. The document is part of an ongoing marketing essentials series by Snap to provide small businesses with basic digital marketing skills and knowledge.

1. The Marketing Essentials Series
busting
jargon
suite
the
Translating
marketing
terminology into
plain language.
•Web Marketing
•SEM
•Paid Search
•Internet Marketing
•Google AdWords
PAID ONLINE ADVERTISING
(also known as):
SEM Marketing
The Marketing Essentials Series
don’ts
and
do’s
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of preparing your
material for print
Printing

2. Paid online advertising has become a crucial part of a marketing
mix. Many businesses like this form of marketing because it
provides fast results – it’s quick to set up and quick to begin
to make returns on investment.
If you’re considering online marketing, don’t let the jargon put
you off. This guide has been designed to demystify the terms used
to describe one of the most successful marketing channels available.
Your guide to
understanding paid
online advertising
terminology.
AdWords.
AdWords is the name for Google’s paid
marketing system. Advertisers bid on certain
keywords in order for their clickable ads to
appear (these ads are word based as opposed
to image based). The more money they are
willing to bid, the better the chance that their
ad appears in a position that is superior to a
competitor.
Affiliate Marketing.
Advertisers pay an online publisher, usually an
independent website to feature the products
or services of an advertiser on their website.
The advertiser only pays for a result.
Banner Advertising.
An online banner (also known as a web banner,
display advertising or ‘click-through ad’) is a form
of advertising. It is usually visual (as opposed to
AdWords, which is word-based only) and comes
in a number of sizes and shapes, including
horizontal rectangles, squares and towers.
Behavioural targeting.
When a person visits a website, the pages they
visit and their behaviour on the site is collected
as data. This creates a ‘profile’ for the user - when
they return this profile data is used to allow
advertisers to position ads that fit their profile.
Online Advertising/Online Marketing.
Any form of advertising online that a company will pay for. This includes Google AdWords, Banner
ads, and Remarketing (read on for further definitions).

3. Click through rate (CTR).
When a person visits a web page or a search
engine and clicks on an advertisement, this is
called a click through. An ad or campaign with
a high click through rate is considered a success.
Conversion Rate.
When a visitor to a website performs a specific
task, it is considered a conversion. What that task
is must be decided upon upfront - it could be
anything from filling out a form to downloading
a brochure to making an actual purchase on an
eCommerce site. Conversion Rate is measured
by the number of people who visit the site vs
the percentage of those people who performed
the task.
Cost per Acquisition (CPA).
Also called Cost Per Action, Cost per Conversion
and Pay Per Action (PPA), CPA is a pricing model.
The advertiser only pays when their ad results in
a specific action (filling out a form, purchasing an
item etc).
Day Parting.
Scheduling an ad to appear online at a specific
time of day. People have different habits at
different times of the day - advertisers who sell
products or services that are affected by such
behaviour can run their ads online only at certain
times or certain days.
Geo-Targeting.
A specific ad appears on a web page visited
by a consumer who is located in a specific
geographical area.
Enhanced Bidding.
Most online advertising (such as Google
AdWords) cost the advertiser ‘market rate’ - that
is, the more competitive the industry, the more
an advertiser will need to bid to out-perform
their competitors. Enhanced bidding (also called
Enhanced Cost Per Click) means that you turn
the power over to the platform to increase the
bid automatically.
Impressions.
When an ad (such as a Google AdWord ad)
appears on a page, this is counted as an
impression. Impressions in the measurement
of the number of times the ad is seen, whether
it is clicked on or not.
Landing pages.
A landing page is a web page that has been
specifically designed for a single objective,
usually in conjunction with an online ad.
When the ad is clicked on, the landing page is
designed to entice the visitor to perform
a specific action.
Mobile Marketing.
Also called SMS marketing or text marketing,
this is delivering an advertising message to
a specific device, usually a smartphone.
Pay per Click (PPC).
Also called Cost per Click, this is an internet
advertising model in which the advertiser pays
the publisher (such as Google) every time their
ad is clicked on.
Permission Marketing.
Also called Relationship Marketing, this form of
marketing requires the prospective customer to
give explicit permission for the marketer to send
their message to them.
Pop Up.
A form of online advertising. When a person
opens a web browser, it can trigger the opening
of another web browser which contains an
advertisement.
Remarketing.
This form of marketing specfically targets
people who have been to a website, viewed
items for sale but have not yet made a purchase.
Once a visitor leaves the site and moves through
other websites, an ad ‘follows’ them for a period
of time, enticing the person back to
the initial website.
Tracking code.
This is a tool used by online experts that tracks
a user’s interaction and movement through
a website. This is done via a piece of code
which is inserted in the back end of the site.
Viral Marketing.
This is a marketing strategy which attempts
to promote a message via a social marketing
network rather than traditional marketing
networks. The idea is to create content that the
target market will want to share with their friends,
thus creating strong word of mouth.

4. The Marketing Essentials Series
The Snap Marketing
Essentials Series is
a program available
to all Snap clients.
This ongoing series is designed to provide you with all the basic
tools and skills to ensure the marketing of your company is
punching above its weight.
The constantly changing marketing landscape, especially with
regards to technology and digital services, means that every
business needs to stay in touch with the latest developments.
To help you do that, we have enlisted top industry experts
to share their experience on a range of subjects.
If you would like to join the Snap Marketing Essentials Program
to receive the entire suite of tools and ongoing updates,
just ask your local Snap Centre to sign you up.
Or, drop in and pick up the specific tools you need.
The Marketing Essentials Series