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Begrippenlijst + korte samenvatting van de belangrijkste zaken per hoofdstuk. In het engels.
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Concepts Explanation WhereAbandonment mail = Make an offer! EM
Ad Rank A combination of how much money, how much your bidding, ad quality the ad
rank thresholds, the context of the person’s search and the expected impact of SEA
extensions and other ad formats.
Adword The most common type appears at the top/bottom of the left-hand column,
SEO
above or below organic results. Each ad has a colored (AD) label next to it.
AMP Accelerates Mobile Pages SEO
Anchor text The actual texts you click when you visit another web page, so the link text we call
SEO
that the anchor text. The relevant part of the text do not say “click here”.
App extensions (Ad An app extension shows a link to either the app store, where the user can
SEA
extension) download your app, or simply begins downloading your app after the click.
Average bounce The amount of people that leave your website immediately but without a single
WEB
rate interaction
Average time on How long a user typically spends on a page
GAI
page
Blog A place to regularly publish and promote new content related to your business
BLOG
and industry.
Broad match When you have a keyword in your ad group that matches in a very broad sense
SEA
with the search your ad will be shown.
Broad match More flexible than broad match only words with a plus sign will need to be
SEA
modifier present in the original search for your ads to be shown.
Bounce rate (GA) - % of users who left after viewing a single page on your site and taking no
additional action. GAI
- How engaged users were on each page
Bumper ads (Video Non-skippable ad for 6 seconds.
SEA
campaign)
Call extensions (ad Call extensions provide your phone number with a click to call option for mobile
extensions) users. You can set up Google forwarding numbers with your call extensions to SEA
track calls as conversions and receive call details.
Callout extensions Callout extensions are similar to sitelinks, but separate destination URLs are NOT
(ad extension) required. These can be used to promote benefits like free shipping or promotions SEA
you may be running. Note that callout extensions can be set at the account level.
Clicks The amount of people that actually clicked the ad SEA
Companion banner Within the video you have, you can create a little banner. So when the video is
SEA
(Video campaign) done users still have the opportunity to click on the banner
Confirmation mail = Purchase completed EM
Conversions A conversion occurs when a visitor to your website completes a desired goal, such
as filling out a form or making a purchase. The percentage of total visitors that GAI
convert is called your conversion rate.
CPA Cost Per Acquisition – the cost of acquiring someone
- If you want to focus on conversions – which is when people take a specific INL
action on your website after clicking one of your ads CPA Bidding
CPC Average Cost Per Click – how much it costs per click
- If you want to focus on clicks on your ads and drive traffic to your website SEA
CPC Bidding
CPM Cost-per-thousand impressions – if you want to focus on impressions – the
number of times your ad shows – and increase awareness of your brand CPM SEA
Bidding
CSS Cascading Style Sheets – is used for the design of a webpage – where everything
WEB
is placed and how it looks.
CTA Call To Action EM
1
,CTR Click Through Rate INL
Direct mail An email that somebody sent out at that moment in time to tell you about
something that was relevant for a specific date. EM
(Don’t reuse email at a later moment)
Domain Authority Developed by the SEO software company Moz, domain authority is a search
engine ranking score that predicts a website’s ability to rank on search engine
SEO - BLOG
results pages or SERPs. Domain authority ranges from a score of 1 to 100. The
higher your score, the better your website will rank.
Double opt-in 1. Signup form
2. Opt-in Email EM
3. Confirmation
Dynamic Search Ads When someone searches on Google with terms closely related to the titles and
frequently used phrases on your website. Adwords will use these titles and
phrases to select a landing page and generate a clear, relevant headline for your
SEA
ad.
- Useful for well-developed websites or a large inventory
Entrance Number of times visitors used this page to enter your website GAI
ESP Email Service Providers EM
Facebook Pixel A way for Facebook to track behaviours of users when they left the facebook
SM
platform
Featured Snippet Pull information from webpages to answer a question and display it in the SERP SEO
Feedback mail Feedback on recent transaction EM
Goal Funnel data visualization of different steps needed to complete that goal. Helps you see
where users are dropping out of the conversion process. Advanced knowledge: GAI
only works with a ‘destination’ type goal.
Google Ads Ads that appear on Google SEA
Google AMP Google Accelerated Mobile Pages - AMP is an open-source project designed to
help web publishers create mobile-optimized content that loads instantly on all WEB
devices, according to Google.
Google Analytics Google Analytics is a free web analytics tool offered by Google to help you analyze
your website traffic.
GAI
- A tool you use to track your user behavior, demographics and so on your
website.
Google Analytics A little script that we use on a website or an app. A code that we use in the head
GAI
Code of the HTML or website
Google bombing Putting a lot of backlinks to a certain website so it rises in the ranking SEO
Google bowling is a black hat SEO practice that consists of building a massive number of unnatural
backlinks to a competitor’s website. This practice started when Google decided to
penalize sites that wanted to achieve high positions in search results by buying SEO
text ads with links or building a very large number of spam backlinks on forums,
blogs, or numerous comments in social media, etc.
Google Display Shows ads based on user’s ‘Intent signals’ based on machine learning
SEA
Network
Google Keyword - Analyze search volume and make prognosis about volume, costs and results
Planner - A tool that helps you research keywords for your campaigns, it’s totally free SEA
to use.
HTTPS Certificates You have a secure way of browsing your website, that people’s data is not going
SEO
to get stolen. The communication is protected
HTML HyperText Markup Language – used to create the basic structure and content of a
WEB
webpage
2
, Image Packs Are special results that appear for specific searches where Google deems that
visual content would be valuable.
SEO
Results displayed as a horizontal row of image links, which click through to a
Google Images Search.
Impressions The total amount of times that the ad was shown
SEA
- Will be equally or larger than reach
Inbound Links An inbound link is a link coming from another site to your own website.
SEO
"Inbound" is generally used by the person receiving the link.
Inbound marketing You let users come to you and find out your page instead of outbound marketing
BLOG
where you’re going to try and find your next potential customer.
In Depth Articles For broad or ambiguous terms, Google may return of “in-depth” articles, which
are almost indistinguishable from organic results. They follow somewhat different SEO
ranking rules than core organic results and are dominated by large publishers.
Inline (thank u- You stay on the page and you just get a message in line
EM
message)
Internal Links Are links on a certain website or blog post that links to another page on that same
SEO
website.
JavaScript Is used to define the interactive elements of a webpage that help to engage users WEB
Keyword Plan We will subdivide them in different categories or ad groups and on those ad
groups you will attach ads.
SEA
- Find new keywords: New ideas for keywords
- Analyze search volume and make prognosis about volume, costs and results.
Knowledge Card Results are either bases on human-edited data or appear as a result of data
SEO
agreements with partners.
Knowledge Panel Extract semantic data from a number of sources including human-edited sources
like Wikidata, data extracted from the Google index, and private data SEO
partnerships
Landing page a landing page is the first page you “land on” after clicking a link. In this sense, a
landing page could be almost anything: your home page, a blog post, a product WEB
page, a lead capture page…
Lead Generation Lead ads on Facebook and Instagram help you collect info from people interested
Ads in your business. A lead ad is presented using an image, video, or carousel, and SM
followed by a lead form when the user engages with the ad.
Local Pack (SERP For keywords that Google deems to have local intent. The SERP will often contain
Features) a Local Pack containing the three physical locations Google Deems most relevant SEO
to the keyword.
Location extensions Location extensions help users find your location nearest to them. It will show
(Ad extension) your address and allow users to click for a map pin. It also provides your phone SEA
number for users to call.
Long-tailed Long-tail keywords are longer and more specific keyword phrases that visitors are
Keyword more likely to use when they’re closer to a point-of-purchase or when they're
BLOG
using voice search. They’re a little bit counter-intuitive, at first, but they can be
hugely valuable if you know how to use them.
Local Teaser Pack Similar to Local Pack, this is a three-pack of local business results shown on a map,
SEO
(SERP Features) with additional info below like hours of operation, reviews, …
Meta description An HTML attribute that provides a brief summary of a webpage
- It doesn’t have an effect on your ranking on the SERP but it will have an
SEO
effect on your CTR, cause depending on what you write there people will
click to go to your site.
Meta robots Meta robots tag is a tag that tells search engines what to follow and what not to SEO
follow. It is a piece of code in the <head> section of your webpage. It's a simple
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