Sometimes when you put in a search term into a search engine you will see adverts appear across the top or down the side that include the exact term you put in. The advert looks as relevant to you as it could possibly be – that is Dynamic Text.

This is a further refinement of Internet Advertising, and is very useful. If you have a local or business then you may not want enquiries from across the UK. With geo-targeting you can factor in the location of the computer the search is being done from. If you are Worcester based and don’t want to travel more than 60 miles to see customers then this can be added in.

An impression is one single display of a PPC advert relating to a particular search term. The advertiser does not pay per impression, only per click.

Keyword targeting is based on identifying keywords that you, or your customer, wish to be found on, and creating a set of PPC adverts, or web pages, to help you achieve this level of visibility.

This is the page a visitor lands on when following a link in a PPC advert. It should be relevant to the search term and will have a direct impact on the success of any campaign.

This, as the name suggests, is the smallest amount that an advertiser can bid to be shown on a keyword. The amount is set by the search engine, and can vary enormously, depending on the keyword or phrase selected.

These are very important when setting up PPC campaigns because certain terms can be ambiguous. An advertiser may want to appear on a specific keyword or phrase, but it may also be contained in other phrases that are irrelevant. You generally include negative keywords by adding a minus sign (–) before them.

Pay Per Click (or PPC) is an Internet Advertising programme where advertiser bid up to a certain amount to be ranked in the search results. The advertiser does not pay each time the advertisement is shown (known as an Impression), but only when it is clicked on. This is a very popular method of online advertising and Google Adwords is the dominant player in this market.

This term refers to the management of a Pay Per Click campaign and would typically include; bid management, keyword analysis, writing advert copy, split testing adverts and reviewing ad performance. This process is one of constant refinement to improve campaign performance.

Each advert created in a PPC campaign will be given a quality score. This will take into account many different factors to determine the relevance of an advert to the search term used.