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Marketing Terms (A–Z)
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is a specific word or combination of words that a searcher might type into a
. Included are generic, category keywords; industry-specific terms;
; common misspellings; and expanded variations (called
), or multiple words (called
for their lower
but sometimes better conversion rates). All might be entered as a search query. For example, someone looking to buy coffee mugs might use the keyword phrase "ceramic coffee mugs." Also, keywords—which trigger ad network and
serves—are the auction components on which
advertisers bid for all ad groups/orders and campaigns.
contextual search campaigns
American Marketing Association.
SEMPO (Search Engine Marketing Professional Organization).
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