Passed on 22 May, 2025

1. Key concepts

In this lesson, you’ll be introduced to key concepts and terms used for paid marketing channels.

Get familiar

Take the time to learn about the key terms and concepts. You may recognise some of these terms from other modules and others might be entirely new.

Paid marketing channels

Whether new or familiar from other modules, these essential terms and concepts are worth understanding fully.

Search engine marketing (SEM)

Increasing a website’s visibility on a search engine results page through paid advertising.

Quality Score

Quality Score is a 1-to-10 rating used by search engines to measure how relevant and useful your ads, keywords, and landing pages are to users. A higher score can improve your ad’s position on the search results page and lower your cost per click.

Display advertising

Visual ads that appear on websites, often in the form of banners, images, or videos.

Retargeting

Showing ads to people who visited your site but didn’t take action, like making a purchase.

Conversion

The completion of an activity that contributes to the success of a business, like making a purchase, or signing up for a mailing list. Conversions also contribute to specific goals that you set out to achieve in campaigns and research.

Ad campaign

A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online.

Ad group

An ad group contains one or more ads that share similar targets. Each of your campaigns will be made up of one or more ad groups. You use ad groups to organise your ads by a common theme, like separating ad groups into the different products that you offer.

Lesson complete

Great job!With these key concepts covered, you’re ready to dive deeper into paid marketing.Next, we’ll explore how paid ads support each stage of the customer journey.

With these key concepts covered, you’re ready to dive deeper into paid marketing.Next, we’ll explore how paid ads support each stage of the customer journey.

Next, we’ll explore how paid ads support each stage of the customer journey.

Next, we’ll explore how paid ads support each stage of the customer journey.