Google Small Business Online Marketing Guide - Manual (Page 15)

Geotargeting: A method of delivering online ads based
on the physical locations of web surfers.
Google AdWords: Google’s advertising program based
on cost-per-click pricing.
Group Buying: When a group of consumers come
together to leverage the group’s size in exchange for
discounts on products or services.
Impressions: The number of times an ad is viewed. One
impression is one banner ad displayed on one web page.
Keyword: Words used for a given ad group to target
potential customers.
Landing Page: A web page where visitors are taken
after they click on an ad or a search result. This may
be a website home page or a unique page developed
specifically for a marketing campaign.
Negative Keyword: Specific terms that you can exclude
in paid search results. For example, if you select “free
trial” as a negative keyword, your ad will not show as a
result of any search including both “free” and “trial.”
Rich Media: A type of technology that includes
graphics, audio or video within an ad.
Search Engine Marketing (SEM): The practice of
promoting a website through a search engine.
HOT TIP
Ask advertising
partners how
you can receive
more from
their services.
Chances are
they can tell you
about successful
strategies from
other clients.
15
The Small Business Online Marketing Guide
WATCHOUT
Don’t focus your ad on the features of your
products or services. Instead, communicate the
benefits your potential customers will receive.