Digital Marketing Lexicon
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A value that's used to determine an ad’s position in search results. Ad rank is calculated using your bid amount, the quality score (including expected clickthrough rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats. This ad rank formula is, Ad Position = Max Bid x Quality Score x Expected Impact of Extensions. Every time your ad is available to appear. It is recalculated by competing in an auction. This means your ad position may fluct…
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An advert (ad) within search engine marketing (SEM) is a sponsored result, that appears on a search engine results page (SERP). The idea of running an ad campaign, is to target the proper audience that is most likely to purchase your product or service. These ads will follow this targeted audience and appear all over their browser as they search the web. There is more than one way to showcase your ad. In search engines, you can pay for an ad to rank your site at the top of the SERP. This is no…
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The actual cost-per-click (actual CPC) is the final amount you are charged for a click on your advert. You are often charged less, sometimes much less, than your maximum cost-per-click (max. CPC) bid. In other words, actual CPC is the absolute minimum an advertiser needs to spend in order to maintain their ad. Ex. “I’m willing to bid as high as $1.75 for my wedding photos ad, but luckily my actual CPC is only $1.60.”…
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Extensible Markup Language (XML) sitemaps are a great tool for admins to specify what pages on their site they would like search engines to crawl. An XML sitemap is a piece of code, placed within a specific page on your site. These couple lines of code, set a priority on the given page. Ex. “Adding a sitemap helped search engines understand the pages on my website.”…
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White hat SEO is done by following the best practices in creating good content, and increasing search visibility organically. These white hat's do not break or bend the rules. They are the golden boy's of the SEO world. Ex. “I follow the rules and use white hat tactics to help search engines find my website.”…