Web terms

SEO

Search Engine Optimisation — the process of adapting a site’s content so that it is easier to find, through factors such as quality content, correct code and adherence to the major search engines’ guidelines.

SEM

Search Engine Marketing — a form of online marketing that promotes websites by increasing their visibility, through SEO, paid placement, contextual advertising and paid inclusion.

Pay Per Click (PPC)

A campaign model in which the cost of advertising is determined by the number of clicks on the ad, rather than by impressions alone.

Cost Per Click (CPC)

The amount an advertiser pays for a single click on their ad, and at the same time the way ads are bought under the chosen pricing model.

Cost Per Action / Acquisition (CPA)

A model in which the advertiser pays for a specific action — usually a sale or a newsletter sign-up. It is considered optimal because payment follows the desired result.

Cost Per Thousand (CPM / CPT)

The amount an advertiser pays for 1,000 impressions of an ad on a given network. Used mainly for brand awareness campaigns.

Click Through Rate (CTR)

The number of clicks on an ad divided by the number of times it was shown. An important indicator of campaign quality.

Conversion

Turning a visit to a website or page into a specific, desired action — usually a sale. The end goal of a campaign.

Landing page

The page a click on an ad brings potential customers to. It matters for conversion, because it has to be relevant to the ad that produced the visit.

Quality Score

The score Google Ads assigns to a keyword based on several parameters, on a scale from 1 to 10. It directly affects the cost of the ad.