Google Small Business Online Marketing Guide - Manual (Page 14)

Online marketing terminology can seem like a new
language. Let us translate for you.
Ad Group: A collection of ads within a campaign that
corresponds to a group of related keywords.
Ad Network: An advertising company that connects
businesses wanting to run ads with websites that will
host ads. Ad networks sell and serve most banner ads.
Affiliate Marketing: A marketing tactic in which one
company pays another for each visitor or customer
brought by its marketing efforts.
Banner Ad: A type of ad, usually with graphics, that
appears on a web page and links to an advertiser’s
website.
Campaign: A component of your account that allows
you to focus your advertising on specific products or
services. Each campaign can contain multiple ad groups.
Clickthrough Rate (CTR): The number of clicks an ad
receives divided by the number of times the ad is shown.
Contextual Advertising: A type of advertising based on
the content displayed to the user.
CPA, CPC, CPM: Cost per action / acquisition (CPA) is
an online payment model by which advertisers pay for
each action completed because a visitor clicked on their
ad. With cost per click (CPC), advertisers pay for each ad
clickthrough. With cost per thousand (CPM), advertisers
pay for every 1,000 impressions.
Flash: A software plugin that enables browsers to play
multimedia animations, such as video.
HOT TIP
If you want to try
group buying,
be ready to
offer significant
discounts —
sometimes
more than 50%.
14
Key Terms
AdWords