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Glossary
Un glossario chiaro, essenziale ed accurato, per aiutarti a comprendere meglio il linguaggio del marketing e della pubblicità.
Glossaries
| Term | Definition |
|---|---|
| Paid Search | Paid Search is the branch of digital marketing that involves buying sponsored visibility within Search Engine Results Pages (SERPs). Instead of 'earning' a position through organic optimisation (SEO), advertisers pay to have their ads (usually text-based) appear when users search for specific keywords. The most common payment model is Pay-Per-Click (PPC), where you only pay if the user clicks on the advertisement. |
| Position Zero | Position Zero (or "Zero Position") is the first result displayed by Google on the Search Engine Results Page (SERP), positioned above the traditional first organic result. It is not a conventional link but a special box that extracts a portion of content from a web page (such as a paragraph, a list, or a table) to answer the user's question directly. Its most common technical name is the Featured Snippet. |
| PPC | PPC, the acronym for Pay-Per-Click, is a pricing model used in digital advertising in which the advertiser pays a fee every time a user actually clicks on their ad. Rather than paying for the mere display of the ad (as in the CPM, Cost-Per-Mille, model), the cost is generated only by a specific action of interest. It is the underlying model for most Paid Search campaigns (such as Google Ads) and many social campaigns (e.g. Meta Ads). |
| PPC Specialist | The PPC Specialist is the professional expert in the planning, management, and optimisation of digital advertising campaigns based on the Pay-Per-Click (PPC) model. This professional designs strategies to generate traffic, leads, or sales through platforms such as Google Ads (for Search Network, Display, Shopping, YouTube) and often also on Social channels (e.g. Meta Ads, LinkedIn Ads). The primary objective is to maximise the Return on Investment (ROI) of the client's or company's advertising budget. |
| Flagship Product | The "Flagship Product" is the leading article in a company's offering. It is the most representative, technologically advanced, or qualitatively superior product in the entire range. It is the item on which the company concentrates its main innovation and communication efforts, as it embodies the brand's identity, values, and excellence. |
