Glossary of Local Online Advertising Terms - dummies

Glossary of Local Online Advertising Terms

By Court Cunningham, Stephanie Brown

Part of Local Online Advertising For Dummies Cheat Sheet

To be successful at local online advertising, you have to understand how it works, and for that, you need to understand online advertising jargon. The following list defines some of the more commonly used terms for local online advertising:

  • Bounce rate: The percentage of visitors to your Web site who exit your site after viewing only a single page.

  • Call to action: A statement in an advertisement or Web page that instructs the reader to take some kind of action.

  • Click-through rate (CTR): The percentage of paid search or banner ad impressions that are ultimately clicked.

  • Content network: The large network of sites associated with the Google AdWords platform where advertisers can advertise based on contextual relevance as opposed to an actual search query that’s made.

  • Conversion rate: The percentage of people within a group that take a desired action in regards to your advertising.

  • Cost-per-acquisition (CPA): The total advertising expenditure necessary to acquire a new customer.

  • Cost-per-click (CPC): The amount charged to an advertiser for a single click. These types of charges are usually most common with paid search advertising on search engines and with some types of banner advertising.

  • Cost-per-lead (CPL): The total advertising expenditure necessary to acquire a new customer lead.

  • Google AdWords: The platform through which businesses can advertise in Google’s sponsored search results as well as Google’s Search and Content Networks.

  • Impression: Represents one display of an ad on a Web site.

  • Internet Yellow Pages (IYP): Any of several Internet properties that contain business listings across multiple industries organized by geography and industry.

  • Landing page: The Web page that someone is directed to after clicking a corresponding ad.

  • Lead: A prospective customer.

  • Lead aggregator: A business that generates leads for various industries and then sells those leads to one or more businesses in those industries.

  • Local listings: A special section on search engine result pages reserved for local businesses that match a particular search criteria. These listings are often accompanied by a map.

  • Organic listings: The area of the search engine results page below and to the left of paid search listings; the results are generated automatically by the search engines based on their determination of a Web page’s relevance to the search query.

  • Paid search listings: The area of the search engine results page above and to the right of the organic listings. These listings are paid advertisements that are usually charged on a pay-per-click basis.

  • Pay-per-click (PPC): An advertising model that charges advertisers when their specific ads are clicked. This model is used for a variety of online advertising channels, most notably paid search.

  • Quality Score: A score determined by various factors that is assigned by Google to AdWords advertisers. This score, combined with the amount an advertiser is willing to pay per click determines an advertiser’s position in the paid search section of the search engine results page.

  • Search engine marketing (SEM): The process of utilizing the search engines to promote one’s business, which includes search engine optimization, paid search advertising, and local listings.

  • Search engine optimization (SEO): The process of manipulating a Web site, as well as that Web site’s relationship to other Web sites, in order to improve its position on the search engine results page.

  • Search network: A network of search engines that advertisers can opt in to advertise on through the Google AdWords platform.