

Get monthly notifications
Glossary Cheat Sheet for marketers – SEM, CPC & ROAS
SEM, CPC, ROAS, DSA, QS – the abbreviations in digital marketing are many and sometimes completely incomprehensible. From A-Z – this is the e-marketers glossary cheat sheet for some of the most common terms and words in search engine marketing!
Conversion = where someone interacts with your ad and then takes an action that you’ve defined as valuable – such as making an online purchase.
Conversion rate = the average number of conversions per ad interaction in percentage.
Conversion value = what different conversions are worth your business and how you can optimize ROI (return on investment) by defining them.
CPA = Cost per action/Cost per acquisition, what you pay for each conversion on your site.
CPC = Cost per click, the most common advertising model where you pay for each click on your ads. Also called PPC (pay per click).
CPI = Cost per install, where you pay for number of installations of your app.
CPL = Cost per lead, what you pay for each new lead.
CPM = Cost per thousand impressions (mille), where you pay for impressions, whether a user clicks on your ad or not.
CPO = Cost per order, what you pay for an actual sale on your website.
CTR = Click through rate, the percentage of times users click on your ad after seeing it.
CSS = Comparison shopping site, a site that can advertise products on Google shopping.
DCM = Doubleclick campaign manager, an ad management system that helps you manage your digital campaigns across websites and mobile devices.
DFSA = Demographics for search ads, a Google campaign where you can target audience from demographic data such as age, gender, income.
DMP = Data management platform, a system where you can collect, organize and activate audience data from any source.
DSA = Dynamic search ads, a Google campaign that drive relevant traffic to pages with content closely related to a keyword search.
DSP = Demand Side Platform, a software system that allows you to manage bids across multiple ad and data exchanges.
ECPC = Enhanced cost per click, automatically adjusts your manual bids, based on the probability that a conversion will happen on your website.
GCLID = Google click identifier, a unique tracking parameter used to transfer information between your Google Ads and your Google Analytics accounts.
GDP = Google Display Network, a network of over 2 million websites where Google ads appear.
GTIN = Global trade item number, a number that identifies your products, for example ISBN, UPC or EAN numbers.
LTV = Lifetime value, a metric that indicates the total revenue of one single customer throughout their whole relationship with your business. Also called CLV (customer lifetime value).
PPA = Pay per action, where you pay for each action a user makes, making a purchase or becoming a subscriber. Also known as CPA, cost per action.
PPC = Pay per click, the most common advertising model where you pay for each click on your ads. Also called CPC, cost per click.
QS = Quality score, how Google ranks your business and ads in the search results. Calculated by measuring three parts: relevance to keyword, effectiveness of landing page or website, and historical click through rates or number of shows.
ROAS = Return on ads spent, the gross revenue of an ad campaign.
ROI = Return on investment, the comparison of the profits and costs of your advertising campaign.
SEM = Search engine marketing, optimization of marketing for search engines.
SKU = Stock keeping unit, a unique identifier or code that’s connected to each one of your items in stock.
Articles by Jonas Hagströmer Theodorsson
Google Shopping structure – How does it work?
The first thing you should know about Google Shopping is that it’s primarily great for attracting new customers. Returning users will find you in completely different ways – through newsletters, brand searches on Google, or your direct website or webshop.
The possibilities with Google Shopping ads are multiple, and requires wise targeting, multiple campaigns as well as an updated product feed in Google Merchant Center. This is how Google Shopping works!
Similar Articles
Google Shopping structure – How does it work?
The first thing you should know about Google Shopping is that it’s primarily great for attracting new customers. Returning users will find you in completely different ways – through newsletters, brand searches on Google, or your direct website or webshop.
The possibilities with Google Shopping ads are multiple, and requires wise targeting, multiple campaigns as well as an updated product feed in Google Merchant Center. This is how Google Shopping works!
Shopping Success Story: Finnish retailer Stockmann & S360
S360 is a digital marketing agency located in Denmark and in this article Hermanni Nurila goes into detail as to how they've leveraged their digital marketing skills to grow an 150 year old retail company like Stockmann.
Identifying Ecommerce Trends & Account Practices for Peak Season
The Google Holiday 2020 Calendar brings a great webinar hosted by Julie Vandingen which offers many great insights into the consumer market in Northern Europe.
The ultimate tool for setting your ROAS targets in Google Ads
Return On Advertising Spend (ROAS) is a marketing KPI many marketers use to track performance in Google Ads. It’s calculated as ROAS = conversion value / cost. In short, you can evaluate if your investment in online advertising is successful or not. With ROAS Target, you can take it to the next level by automatically adjust your bids depending on what goal you have.
You need a customized Google Ads solution for your unique market
Your market and every customer in it is unique with their own set of demands and needs. The goal is to identify their individualities and try to adjust to the customer's specific needs. And if you do it the right way – it will be very profitable for your business.