Common Paid Search Marketing Terms

Common paid search marketing terms include a long list of acronyms and related terminology one might overhear or see on paid market research websites. SEO, or search engine optimization, is an often repeated term, for example.

Some common terms

Keywords refer to a word or words that generate the most possible clicks for a given search term. So the keywords "golden retriever" might return a list of sites for purchase, care, breeding, toys, supplies, etc. You get the idea. With paid market searches, the goal is to create targeted ads that drive business to your site. So "golden retriever" is likely too broad to include in ad copy. Your ad gets lost amidst the sea of other retriever sites, and is unlikely to yield a click to your site, much less a sale.

The basics

You want people to find your ad, click on it and then purchase something. Most paid searches involves creating several versions of an ad and seeing which works best for sales. Often you are charged for CPC, or cost per click. If an ad works, a user clicks it and explores your site, and the paid search company is rewarded for creating an ad that worked.

Once a user is on your site, converting that browsing into a sale is the goal. Often a site might need some overhaul, at the very least, the ad clicked on by the user should take that user to the landing page, NOT the home page. So if users are looking for dog beds big enough for a golden retriever, their click should take them directly to your "pet accessories" page. Do not make your user try and find the right page. Most likely they end up exiting your site rather than trying to find what you offer.