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Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition by Catherine Seda, Kevin Lee

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AppendixMore Than Just a Glossary

In search engine advertising, as with many industries, there are lots of acronyms and buzzwords that may seem unfamiliar to traditional marketers and business owners. In addition to seeing some use of acronyms and buzzwords in this book, you are likely to encounter similar unfamiliar terms when reading industry news, blogs, instructional materials, and even the search engine online tutorials and help files. This glossary helps you make sense of them all.

ad Advertisements a searcher sees after submitting a query in a search engine or website search box. In paid placement campaigns, these ads are usually text, with a title, description, and display URL. In some cases, a keyword the searcher used in his or her ...

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