Digital Marketing Lexicon

  • Maximum Bid

    A maximum bid in cost per click (CPC), is the highest price you are willing to pay for a click on your ad. The way maximum bidding works is, if someone clicks on your ad, you will never have to worry about the cost of that click going over your "maximum bid". For example, if you paid $3 for an ad bid, your actual CPC will never surpass $3. In CPC you are able to choose between manual bidding, which is where you determine your bid amount. Or you can choose automatic bidding, where you set a tar…

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  • Landing Page

    The landing page of a website, is a page on your website that a visitor can arrive on from outside of your homepage directory. The landing page is not necessarily only the home page of a site. Someone could end up on your landing page in a significant amount of ways. For example, a major way a potential customer is directed to your landing page, is simply via clicking one of your ads. A landing page may also be referred to a standalone web page. This is due to the fact that the main idea of a…

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  • Keyword

    A keyword is a specific word or long tailed phrase. The keywords of a web page are there to sum up the content. These words are intended to be a quick way to sum up an entire website page. For example, if your site is about Nike. You are not going to have keywords relating to grilling. Some examples of keywords for a site about Nike are shoes, clothes, basketball, golf, etc. Keywords are used within a sites metadata. This metadata helps search engines match the appropriate search query to the …

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  • Impression

    A impression is simply the point in which an ad is viewed of displayed on a web page. The term impression can also be referred to a view or an ad view. The total number of impressions of a specific ad is determined by the amount of times the web page is located and loaded. If the ad is generated randomly, then this impression is determined by the number of times the ad appears from the random generator. An impression is helpful due to the fact that it let's you know the number of people your c…

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  • Goals/Conversion

    Search Engine Marketing (SEM) campaigns can get hectic, especially with the amount of possibilities. That is why narrowing down what it is you want to specifically achieve is crucial. To name a few, your conversion goals might be to increase internet sales, traffic, click through rate (CTR), or leads. Ex. “Once I started tracking conversions on my guest house website, I could see how many visitors registered for a room online and subscribed to my newsletter.”…

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