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Geo-Targeting

Delivery of ads specific to the geographic location of the searcher/user. This allows the advertiser to specify where ads will or won’t be shown based on the searcher’s location, enabling more localized and relevant results.

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Quality Score

A score assigned by search engines (Google) that is calculated by measuring an ad’s click-through rate, the relevance of the landing page, and other factors used to determine the quality of a site in order to reward those of higher quality with top placement and lower bid requirements. Some factors that make up a quality score are historical keyword performance, the quality of an ad’s landing page, and other undisclosed attributes by the major search engines.

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Cost-Per-Thousand (CPM)

An advertising pricing model that charges advertisers every time an ad is displayed to a user, whether the user clicks on the ad or not. The fee is based on every 1,000 ad impressions. Most display ads (banner ads) are sold based on a CPM rate.

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Search Query

The actual word(s) or phrase that is typed into the search engine in order to get relevant search engine results. When you start to type into the search engine query box, predictive search query suggestions will show for searches to select from.

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Contextual Targeting

Advertising that is targeted to a user based on their identity gathered from cookies.

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Paid Search

The paid media practices of search engine marketing (SEM) , where an advertiser bids for the chance to have their ad display when a user searches for a given keyword. These are usually text ads, which are displayed above the organic search results.

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Average Position

This refers to the average ad ranking of paid search text ads over a given period of time. In Google, there are 3 positions on the top of the page, and typically another 5 positions on the bottom of the page.

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Keyword or Keyword Phrase

A keyword or keyword phrase is a branded or industry-relevant term or phrase used to teach search engines what a page is about, to draw interested visitors from organic search results.

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Search Engine Optimization (SEO)

The practice of creating encoded content to provide a positive user experience and communicate with search engines to return the site well in search results.

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Click-Through-Rate (CTR)

Commonly known as CTR, it is the rate at which a searcher clicks “through” a link returned in the list of the SERPs to land on a website page.

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