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Jennifer Ford
Blog – A type of website or online journal that
allows you to publish articles and updates that
visitors can comment on.
Display Ads – Ads displayed on websites. Display
ads can be static or animated and include
images, video, text, and interactive elements.
Email Marketing – A marketing technique
whereby email is used to promote products or
services to potential customers and generate
repeat business from existing customers.
Local Marketing – Marketing initiatives that
promote your business to potential customers in
your region, state, or city (local area).
Organic (Natural) Search Results – Free listings displayed
on search engine results pages that are relevant to the
search terms entered.
Pay-Per-Click (PPC) – An online payment model where you
only pay when someone clicks on your online ad.
Return on Investment (ROI) – A way to measure the
performance, or efficiency, of an investment. To calculate
the ROI of your marketing investments, divide the benefits
(return) by the cost of the investment.
Search Engine Marketing (SEM) – The use of online
advertising on search engine results pages to help visitors
find your website. SEM often uses pay-per-click (PPC), a
bidding model that charges advertisers only when
someone clicks on their ad (also referred to as cost-perclick, or CPC).
Search Engine Optimization (SEO) – Improving a
website’s presence in organic search engine
Search Engine Results Page – The list of websites
displayed by a search engine, such as Google,
after someone searches for a word or phrase.
Social Media – Websites, blogs, forums, online
communities, social networks, image and video
sharing sites that encourage people to interact,
share, and collaborate.
Social Media Marketing – Advertising and
promoting your business, products and services
through social media and social media sites.
Basic functions
◦ Choose keywords for which sponsored
links are displayed
◦ Sponsored links are in text form
◦ Character limits: 25, 35, 35
◦ Broadcast links in the Google search
engine and the Google Display Network
◦ Pay per click (PPC)
◦ Ads are displayed for selected keyword at a time
when user is interested – precisely target your
◦ Control: budget, cost per click (CPC), number of
keywords, target
◦ Search engine users don’t treat sponsored links as
◦ Analyze effect of actions made in AdWords after 3
◦ No minimum spending requirement or time specified
◦ Global reach