Digital Marketing Lexicon

  • Search Engine Marketing (SEM)

    Search Engine Marketing (SEM) is simply the process of gaining more website traffic by purchasing ads on the search engine results pages (SERPs). Within this process, advertisers are able to bid on keywords that potential users might search for. Which in return gives the advertiser's site the opportunity to appear within that query. The ads available within search engine marketing come in a wide variety of formats. Through pay per click (PPC) ads, you can get a small, text based ads, while yo…

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  • Query

    A query is simply what a user writes in the search engine text box. A query is something that you can not predict in the digital marketing world. The best you can do is narrow down their query with a specific keyword. The difference between a query and a keyword is the fact that users use queries and marketers use keywords. So with that said, a query is what users are actually typing in the search bar. While keywords are the terms that marketers are targeting. E.g. “The user queried "cheap bl…

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  • Quality Score

    Quality Score (QS) is a system used within AdWords to determine how relevant your ad content and keywords are to the search query. Your quality score is given to you on a keyword level basis, also affecting your overall ad group campaign performance. Your quality score is something you should care greatly about. With having a great quality score, comes a cheaper price to rank for a comparative position. The lower the quality score, the more you will have to pay. Also, the higher the quality s…

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  • What is Pay-per-click (PPC)?

    PPC stands for pay per click, I technique in digital marketing where analysts pay a fee for when their ad is clicked. Rather than utilizing SEO tactics to rank a site organically. This is the "easy" way out to rank higher on search pages, thus leading to more site visits. PPC works by an analyst bidding on ad placement in the SERPs sponsored links for when someone searches on a targeted keyword related to their business. For example, if we were to bid on the keyword term "Web Design Agency", …

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  • Organic Listings

    Organic listing, otherwise known as organic SEO (search engine optimization). Is a term used to describe when your website ranks on the search engine results page (SERP) naturally. This means there were no paid advertisements used to achieve this status. Some examples of techniques used to rank organically are the use of keywords, keyword research, backlinking, link building, and writing a lot of extraordinarily relevant content. E.g. “I’m planning to hire a search engine optimization expert…

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