Marketing terminology Flashcards
SERP
Search Engine Results Page (Google results from your search)
IMPRESSIONS
The number of times our ad is shown in the Google landscape.
CLICKS
The number of times a user clicks on our ad in the Google landscape,
taking them to our site.
CLICK THROUGH RATE (CTR)
Of the times our ad is shown, the rate at which users are clicking on
our ad (clicks/impressions).
REVENUE PER SALE
The revenue we generate per sale. In other words, this is the amount (aka
bounty) that our partner will pay us for bringing them a new customer.
BREAKEVEN
The point in which our cost incurred equals the revenue generated (zero profit).
RESPONSES
The number of responses (or engagements) received from users visiting
our site (response type depends on the business model. Options include:
calls, submitted leads, applications, cart entries, etc.).
RESPONSE RATE (RR)
Of the times someone visits our site, the rate at which users are responding.
CONVERSIONS OF TOTAL SALES
The number of conversion actions made through our response drivers. (Another
way to think about this, the number of sales or new customers).
CONVERSION RATE
The rate at which our responses turn into conversions (e.g. If we have
100 responses and 10 conversions, our conversion rate is 10%).
COST PER SALE
The cost we incur to produce the conversion or sale.
PROFIT PER SALE
Revenue per sale minus cost per sale.
PAID SEARCH (SEM)
Managing the paid advertisement landscape within search engines
like Google via a live bidding auction. We are able to target these
auctions at the keyword level (ie. “Verizon Fios” - branded keyword,
“internet in my area” - non-branded keyword).
ORGANIC SEARCH (SEO)
Managing the organic listings within the Google search engine
results page (SERP). These are non-paid listings , meaning our
ranking position is determined by Google’ s ranking algorithm.
