Here in the Netvantage Marketing Paid Search Glossary, we try to “decode” some common search marketing terms for businesses to understand how to use this adverstising medium to their advantage.

Paid Search: An advertising strategy that involves the purchasing of web traffic from search engines. The ad appears in the search engine’s “sponsored links” section, clicking on the ad will redirect visitors to desired landing pages. Our Paid Search Management service involves a pay per click financial model in conjunction with a retainer fee.
Google’s version of paid search is called AdWords

Landing Pages: The visitor is directed to this page after clicking on a sponsored advertisement. Each ad has the ability to have unique destinations, allowing the visitor to be directed onto goal pages. With our web analytics tools, we can track paths and visitor behavior upon entering the website.

Pay Per Click: A method of purchasing online advertising. The advertiser is charge for each time their ad is clicked on (You are not charged if the ad is simply seen and not clicked on). Your ad’s cost per click depends on the level of competition for the keyword, your quality score and your bid amount. Netvantage consultants will continuously monitor and tailor test ads, ensuring an efficient click funds budget.
Often abbreviated as PPC

Quality Score: This is a dynamic variable calculated for each of your keywords. A combination of factors measures how relevant your keyword is to your content and to a user’s search query. A website’s quality score affects the cost per click of ads, the position of the ad and partially determines your organic ranking.

Bid: The amount an advertiser is willing to pay for a single click in a paid search campaign. Netvantage will manage your click funds budget in a way that reflects your company’s competitive advantage.

Cost Per Click: Cost per click is a term used in paid search. It represents the cost a company incurs for their link getting clicked on within a search result page.

Click Through Rate: Click through rate is a term used in paid search. It represents the rate that a keyword listing is displayed against how many times it was clicked. For example, if an ad is display 10 times, and clicked on twice, the click through rate is 20%.

Return on Investment: Generally abbreviated as ROI. This is the effectiveness of invested money into a venture. Compared to traditional marketing, search engine marketing offers the most accountability to your ROI. Data reflecting your Ad’s activity is generated instantly and our consultants are experts in maximizing a PPC campaign’s effectiveness.
ROI= (sales-cost)/ cost