We believe in working in close collaboration with our clients, while demonstrating full transparency. Part of this approach is making sure that we share a common language and that our clients understand the basic terminology involved with their online marketing activity. Here is a handy glossary for some important terms.

Above the Fold

The part of a web page you can see without scrolling down or over. The precise amount of space depends on the viewer’s screen settings. It is crucial for some landing page elements, such as the call-to-action (CTA), to reside above the fold.


Google’s paid search marketing platform. AdWords was the first pay per click provider to introduce the concept of Quality Score, factoring in search relevancy (via click-through rate), along with the bid, in order to determine ad position.


Microsoft adCenter powers paid search results on Bing, Yahoo!, and other sites within the Microsoft network.

Click through Rate (CTR)

The number of clicks divided by the number of impressions. CTR reflects ad relevance and effectiveness. If a low percentage of people are clicking your ad out of the total number of people who have seen it, then it is not doing a great job and it should be optimised.

Contextual Advertising

A form of advertising offered by major search engines, where an advertiser can place an advert in relevant web pages when the web pages’ content matches the advert keyword.

Conversion Rate

The percentage of people who converted (signed-up, purchased a product, submitted a form, or performed any action that you have defined as a conversion).

Cost per Acquisition (CPA)

A pricing model in which an advertiser pays per an agreed upon actionable event, which is regarded as an acquisition (sale, lead, registration and so forth).

Cost per Click (CPC) or Pay per Click (PPC)

A pricing model in which an advertiser pays each time someone clicks on his ad. The advertiser sets the maximum price he is willing to pay and the actual amount he is charged – equal or less than that maximum price – depends on the particular search engine and the competitors’ bids.

Cost per Impression (CPM)

A pricing model in which an advertiser pays a set cost for every 1000 impressions his ad receives.


A Facebook unpublished algorithm used to rank posts of profiles or pages, in order to determine whether those posts should pop-up in a user’s newsfeed, when that user is connected to the posting profile or page.

Enhanced Bidding

An Adwords feature where an advertiser can grant the platform permission to adjust bids, in order to increase conversions.

Facebook Retargeting

A form of remarketing advertising available to Facebook partners since 2012. Facebook Retargeting allows you to serve ads on Facebook pages to users who have already visited the page before. Retargeting through Facebook is only available via Facebook partners.


The ability to reach relevant users according to their physical location, usually implemented by viewing their IP addresses.


The number of times your ad is viewed.


A term entered into search engines in order to trigger a search for an advertiser’s products or services. These keywords are usually included in an advertiser’s PPC campaign and the bid amount will be determined by the level of ROI it is generating.

Landing Page

The page on your website on which a user arrives after clicking on your ad. It is a best practice to send users to a dedicated landing page that has been optimized for conversion.

Long Tail Keywords

Niche keywords that usually include more than 2 words. These keywords may generate less traffic volume but they also have less competition and so are usually cheaper.

Natural Listings/Organic Listings

The non-advertised section of the search engine result page.


The ability to display ads to users who have already visited your website, while these users are browsing other sites on the web.


The ability to reach specific groups of users, based on different criteria (gender, age, location and so on).

Tracking Code

A set of parameters appended to the end of a URL that allows an advertiser to track the effectiveness as well as other elements of an advert.