For your convenience, please see this below glossary of key terms which we have divided between digital ad terminology and newsletter terminology.
Digital Ad Terminology
Ad Rank: Ad rank is the value that determines where your ad appears on a page. This gets configured from your quality score and bid amount.
Clicks: A click is when a user clicks on an ad, including the number of times an ad has been clicked on.
Click-Through Rate (CTR): The click-through rate measures how many people have clicked on a link you have provided in an ad.
Conversions: A conversion is any action that proves to have value. For Digital clients, we track phone calls to your practice and appointment request submissions.
Cost Per Click: Cost per click measures how much you pay whenever someone actually clicks on your ad. This is the same as pay-per-click (PPC).
Impression: An impression indicates how many times your ad is shown.
Quality Score: Google has an algorithm for scoring ads, which is a quality score. This score takes into consideration the headline of your ad, the description, any keywords you add and the destination URL a potential customer sees. The higher your quality score is, the lower your costs are and the better ad placement you get.
Newsletter Terminology
Bounce Rate: Bounce rate represents the percentage of email addresses that your email newsletter campaign could not be delivered to.
Call to Action (CTA): A call to action refers to an action that you want a client to take. For example, if you have a newsletter that talks about your dental services and includes language that says something like: “If you’d like to make an appointment, call us at xxx-xxx-xxxx or make an appointment online.” This text that invites a reader to take some kind of action is the call to action.
Click Rate: Click rate represents the percentage of people who click on a link or image within an email.
Open Rate: Open rate represents the percentage of email subscribers who opened an email campaign.