A GUIDE TO SEARCH ADVERTISINGTERMINOLOGY Using Leads

When you are marketing on Google, should you be willing to spendmoney to buy sales leads? This burning question plagues the MLM industry.Most people think they have to buy leads to build a SOHO business. In allactuality, this is just another game of smoke and mirrors that we are allplagued with in the work from home industry. Read on to unlock the mysteryand find the real Truth About Internet Marketing.

In this series of articles titled “leads,” we willexplore in more detail the different aspects of search engine optimization andsearch marketing. These terms are essential into the knowledge of Internetadvertising. This article is reprinted in part from the authorityGoogle.

Query A request for information, usually to asearch engine or a database. The user types in words or topics, and the searchengine returns matching results from its database. A query is at the center ofevery search engine interaction.
Keyword A specific c word, or combination ofwords, entered into a search engine that results in a list of pages related tothe keyword. A keyword is the content of a search engine query.

Text ad An ad designed for text delivery, withconcise, action-oriented copy and a link to your website. Because they are notaccompanied by graphics, text links are easy to create and improve page downloadtime. Also known as a sponsored link.
Call to action Ad copy that encouragesusers to take a defined action. Examples range from “Click here” or “Buy
now”to “Enter now to win a free trip to Hawaii” or “Click to download a free whitepaper.”

Landing page An active web page where Internetusers will “land” when they click your online ad. Your landing page
doesn’tneed to be your home page. In fact, ROI usually improves if your landing pagedirectly relates to your ad and immediately presents a conversion opportunity —whether that means signing up for a newsletter, downloading a software demo, orbuying a product. Also known as a destination URL or clickthroughURL.

Paid placement A guaranteed listing that appearsnext to search results, usually in relation to specified keywords. In responseto recent Federal Trade Commission guidelines, many search engines clearlyidentify paid placements
as “sponsored links” and run them separately fromthe editorial portion of the page. Paid placement programs are typically basedon cost-per-click (CPC) or cost-per-thousand (CPM) pricing, and the cost ishigher than paid inclusion ads. Also known as pay-for-placement.

Paid inclusion Guaranteed inclusion on a searchengine’s results in exchange for payment, without any guarantee of how high thelisting will appear. A paid inclusion appears to the user as an editoriallisting rather than as a sponsored link. Pricing is typically based on a fl atfee or index fee.

Search advertising enables you to target your adsto the right customers at exactly the right time: when they are seekinginformation about your product or service. Advertisers choose which keywordsthey want their ads associated with, then their ads appear on search resultspages or on content pages of sites related to those keywords. Targeting workshand in
hand with relevance to improve the effectiveness of your adcampaign.

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