In our SEA Glossary, you’ll find brief explanations for relevant terms in the field of search engine marketing.
Long Tail / Short Head Keywords
The so-called keywords (search terms) for which SEA ads are to be displayed are booked into AdWords campaigns. A Short Head Keyword refers to a very general (generic) or short keyword (e.g., “Bank”), while a Long Tail Keyword refers to a longer and more descriptive Keyword (e.g., “green wooden garden bench”). The designation does not exclusively refer to the length of the keyword but rather to the volume of search results behind it.
Remarketing
Remarketing refers to the “re-marketing” to groups of people who have already visited a specific website or completed a specific action (e.g., cart abandonment). Through specific online tracking methods, advertisements can be displayed again to this target audience.
Display Ads
Display ads, also known as display advertising, encompass all measures online that utilize graphical advertising materials, as is the case with banner advertising, for example.
RLSA
RLSA stands for “Remarketing Lists for Search Ads,” which describes a function of Google AdWords that allows for the remarketing of search ads. The remarketing lists are a collection of data that enables targeting website visitors with search ads afterward.
Web Tracking (Web Analytics)
With the help of web tracking and web analytics tools, website data can be collected and analyzed. As a website operator, this allows you to gain insights into visitor numbers and behavior, bounce rates, and many other data points.
Click-Through Rate (CTR)
The click-through rate of an advertisement describes the number of clicks on the landing page relative to the total number of impressions. The higher the CTR, the lower the scatter loss, indicating a higher apparent interest in the advertisement.
Conversion
The term conversion refers to a process where a visitor to a website decides to take a specific action. This could be, for example, purchasing a product or subscribing to a newsletter.
Conversion Rate (CR)
The conversion rate is a relevant metric in e-commerce that measures the ratio of visitors to a website to actual purchase completions (conversions).
Sales Funnel (Search Funnel)
The process from initial branding to the purchase decision is traditionally depicted as a funnel. While the beginning of the sales funnel addresses a broad audience, through targeted targeting and advertising, fewer people are addressed until finally, a small target group at the end completes the conversion.
What is Above the Fold Advertising?
“Above the fold” (originally from the print industry for newspapers) describes the area of a webpage that is visible without scrolling. Above the fold advertising is therefore advertising that is placed in the upper area of the webpage and is immediately noticed by the user.