PPC stands for Pay Per Click. This is a method of Search Engine Marketing (SEM), whereby your ads appear in the search results pages of the major search engines. Advertisers bid for certain keywords related to the business, and they only pay whenever someone clicks on the ad. Google AdWords is the biggest player in this field, but Yahoo! and Bing also have their own PPC systems in place. The ads that Facebook and Twitter run are also forms of PPC. The most important factor to consider when doing a PPC campaign is relevance. You must make sure that the landing page you take users to is in concordance to the ad they saw.
Search Engine Optimization (SEO) is the process by which we try to get our website well ranked in the various search engines. We do this by trying to have the search engines display results for search phrases related to our business. The most important aspect is to create content that is relevant to the searches being done by users.
This acronym stands for Search Engine Results Page, and is pretty self describing. It’s the page you get after you do a search on one of the search engines.
CPM stands for Cost per mille: Cost for 1000 impressions. This is a metric used a lot in display ads.
Click-through Rate (CTR) is the ratio of people who click on your link, be it in an email, an ad, or a web page for example. The aim is to have a high CTR, which means that a high percentage of people who view your link are clicking on it. This is an important metric in the digital world.
A conversion takes place when the user takes a specific action within a website. Examples are a purchase, an email newsletter sign up, a whitepaper download, or a registration.
A keyword is whatever the person using a search engine enters in the search box, to find relevant results. He can use a single word (short keyword) or a longer set of words (long tail keyword).