Dictionary for Internet Advertising
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| Adsense: An advertising and money-making program run by Google where website owners can show Google ads on their site and generate revenue based on the Pay Per Click model. The website owner gets a percentage of the PPC revenue generated by clicks from their site. |
| Adwords: Name of the Google pay per click program. The Adwords advertisements appear in the top two positions above the natural listings and in boxes on the right side of the page. Google Adwords are visible in Google as well as their partner sites including AOL and AskJeeves. If “content match” is activated the ads will also show up next to magazine articles and other pages throughout the web. |
| Affiliate Marketing: A form of marketing where individuals promote a business in exchange for either a percentage of the sales they generate or a specified amount for each lead generated. |
| Alt Image Tag: Text you ad to an image to let visitors with image-disabled browsers and search engine robots know what the image is. This tag should accurately represent what the image looks like. |
| Anchor Text: The visible clickable (hyperlinked) text on a web page. This text should give the visitor some information about the content of the link's destination. When used as an incoming link in website optimization this link must contain one of the search terms for which you are optimizing the site. |
| Banner Ad: A form of online advertising where a picture ad is placed on a web page. The picture ad serves both as a form of branding and as a link to the advertisers website. |
| Bids: How much money the advertiser is willing to pay for a click to their web site. The bid determines not only how much you pay for a web site visitor but you rank in the listings for that term on that search engine and their partners. |
| Blog: Blog is short for Web Log. It's a sort of online jounal or diary. People use blogs to record things that are happening in their personal life. Blogs can also be used to educate the public about an area of business or share business information with others. Some people will also use blogs to directly sell products to the public. |
| Blogging: The act of writing a blog which is short for web log. It's a user generated website written as a diary or journal. Subjects for blogging include commentary on politics or current events, recipes, or anything of interest to the 'blogger'. |
| Bounce Rate: The term bounce rate refers to how quickly a visitor leaves a website. If the bounce rate is fast there is something wrong with the landing page, the qualifications of the visitor or the relevancy of the search term they came in on. If this is being used to evaluate a pay per click campaign the wording of the advertisement could also effect the bounce rate. |
| Broad Keywords: Keywords which are not specific. A term such as “Honda cars” is a general or general term. One such as “used 1989 honda civic” is a specific term. In both Google and Overture/Yahoo a term can be marked to have it only appear when the searcher types all the words in or when only one or more terms in the search term are entered. In the above example: “used 1989 honda civic” if the term is marked as broad match it will appear if the user simply types in “Honda civic”. |
| Click: The action of a user clicking on your ad in the sponsored links or banner ad and going to your site. When this action occurs your account is charged the bid cost for that click. Also called a click through. |
| Click Fraud: Any click that is made on a search term with malicious intent, including the intentional depletion of a competitors pay per click advertising budget or depletion of their daily budget thus eliminating that competitor for the remainder of that day. This can be done manually by having friends or employees click on competitors ads or by setting up an automated program. Affiliate programs are also becoming an increasing source of fraud. Several programs are now available on the market to monitor and spot fraudulent click activity. |
| Click Through Rate: Click Through Rate (CTR) is a way of measuring the success of a part of an advertising rate. CTR is established by dividing the number of users who clicked on an ad or link by the number of people who saw the ad or link. In a pay per click advertising campaign this would be the number of clicks by the number of impressions. |
| Content: The words and information on a web page. An article in a magazine about home remodeling would contain content on this subject. The term is used in internet advertising when referring to pay per click ads placed on a content page of a web site. |
| Content Advertising: A pay per click ad or banner that appears on the content page of another site such as CNN, NY Times or related business web site. |
| Conversion: If you have an order form or some kind of sign up page on you site it is possible to track where these orders or sign-ups come from if they are from one of the pay per click engines. When someone clicks through to your site and fills out a form or orders a product this is called a conversion. |
| Conversion Rate: The number of click throughs it takes to get a sign up or sale. The more clicks is takes to get a result in terms of sign-up, sale, phone call or email the lower your conversion rate. This is usually calculated in the of clicks as well as cost per click. If you sell a product for $25 where the cost to your is $5.00 and it takes five clicks at $0.47 per click to get a sale your cost per conversion is $2.35. With a profit of $17.65 you would have a high conversion rate. The higher the conversion rate the better your advertising campaign is working. |
| Conversion Tracking: If you have some kind of order or sign-up form with a confirmation page on your site Yahoo/Overture, Google and Findwhat all provide an easy means of tracking the conversions received from your search terms. |
| Cookies: Information stored on the user's computer by a website to be remembered at future times |
| Cost Per Acquisition: How much does it cost to get a new customer or client. If done accurately it should include all costs such as outside management services and cost per click (in a pay per click management campaign). |
| Cost Per Click: How much does it cost to get a click through to your site. For a specific search term this is usually the same as your bid price, the bid price determined by auto- bidding (in Overture/Yahoo) or the bid price adjudicated by the Google Adwords program. |
| CPA: Cost per Acquisition. How much money was spent in click charges in order to obtain a new client or sale. |
| CPC: Cost per click. How much does it cost to get a click through to your site. For a specific search term this is usually the same as your bid price, the bid price determined by auto- bidding (in Overture/Yahoo) or the bid price adjudicated by the Google Adwords program. Once you set your maximum cost per click these search engines will not go above that bid price. They may go below it in determining the cost per click. Obviously the cost you pay per click has a large bearing on your cost per acquisition and return on investment. This is why the selection of search terms and bidding strategy are so vital to a successful pay per click campaign. |
| Crawler: Also called web crawler, spider or robot. It is a software program that methodically goes through the world wide web locating and indexing websites, blogs, videos and images. |
| CTR: Click Through Rate. The average of number of click throughs to you site per number of impressions. This results in a percentage which is the CTR. If a term get searched for 1000 times and your site was on the results page every time and your ad was clicked on 100 times this would give a 10% click through rate. |
| Dangling Links: A dangling link is a link to any page that has no outgoing links. This leaves both the visitor and the search engine crawler at a dead end. |
| Description Tag: Also called the Meta Description Tag this a HTML Tag used by website designers to give a description of their site to be used and displayed in the search results by the search engines. |
| Directories: Two of the original directories on the Internet and still the most popular are Yahoo and DMOZ (also called the Open Directory Project) Directories are compiled by humans as opposed to search engines which are compiled mainly by software programs. When a website is submitted to a directory a human being approves the site to be included in the directory and places it within the appropriate category and sub-category. There are general directories as well as directories that are a collection of one type of site. For instance you could find a directory of shopping sites. |
| Directory Submissions: Submitting a website to a directory. To do this one must give specific information about the site including what category and sub-category the site belongs in. This is a very important step when submitting your site to directories. Request for placement in the wrong category will certainly get your site disapproved. |
| Domain Name: A name that identifies one or more IP addresses. IP stands for stands for internet protocol and an IP address is simply a number that is assigned to an electronic device such as a computer. These numbers are used by computers to communicate with each other. The numerical electronic addresses are converted into names for the benefit of humans. Some examples of domain names include yahoo.com, microsoft.com, ultimatesitepromotion.com. |
| Email Marketing: Any email campaign whether it is to your own personal opt-in list, or to a purchased targeted list or to millions of general email addresses is called email marketing. You can also buy opt-in addresses from various email list providers. Although bulk and targeted email sending is not illegal, provide you work within the established guidelines, it is often considered the low end of internet marketing and advertising approaches. Sending to you own opt-in list should be considered a standard marketing program. Email addresses can be collected in a variety of ways including having a place on your web site where people can sign up for a newsletter, offers of specials or updates on the current state of a particular market. |
| Flash: |
| Google Analytics: |
| Googlebot: |
| Hit: |
| HTML: |
| Hyperlink: |
| Impression: When an individual types a term into a search engine and a page comes up on which your ad is displayed this is termed an impression. |
| Internet Advertising: Any method used to promote and advertise a web site on the Internet. This includes Pay Per Click, Content Advertising, Pay for Inclusion, Search Engine Optimization, Email marketing, Affiliate Marketing, Banner and Pop-Up advertising, Pay Per Call and others. |
| Keyword: A word or series of words used to advertise or search for a site in a search engine. Also called a search term, keyword phrase or search string. |
| Keyword Bid: The amount of money an advertiser is willing to spend per click to get a prospect to their site. |
| Keyword Phrase: A series of words used to advertise or search for a particular product, service or type of information in a search engine. |
| Keyword Research: The process of finding and deciding upon the best keyword phrases on which to bid in order to advertise a particular web site. This includes factors such as the frequency for which a term is searched, the amount of bid competition and price, how general or specific a certain term is and potential return on investment. |
| Keyword Tag: |
| Landing Page: |
| Lead: |
| Link: |
| Linking: |
| Linking Strategy: |
| LongTail Search Term: |
| Maximum Bid: The largest dollar (or cent) amount an advertiser is willing to pay for each click through to their web site from that particular search term in that group of search engines. |
| Meta Data: |
| Meta Tags: |
| Natural Listings: Also called organic listings natural listings are those that appear in the search engines in an area other than “Sponsored” listings. The presence and order of these listings are subject to the evaluation of that search engine’s algorithm and editorial policies. Search Engine Optimization is a process of trying to determine exactly what each engine is looking for and how to make the web site pages answer those requirements. |
| Newsletter: |
| Niche' Keywords: Very specific search terms that relate to a niche’ market. These types of keywords, if selected carefully, can achieve amazing results in click-throughs and return on investment. |
| On-Site Optimization: Changes you make to the pages of your site |
| Off-site Optimization: |
| Organic: Natural or nor paid for. |
| Organic Listings: Also called natural listings natural listings are those that appear in the search engines in an area other than “Sponsored” listings. The presence and order of these listings are subject to the evaluation of that search engine’s algorithm and editorial policies. Search Engine Optimization is a process of trying to determine exactly what each engine is looking for and how to make the web site pages answer those requirements. |
| Orphan Page: |
| Overture: Originally called “Go.com, Overture was the originator of the pay per click search model in 1998. Overture was purchased by Yahoo. The pay per click search model is also used in Google Adwords. |
| Page Rank: |
| Paid Inclusion: Some search engine such as Yahoo use a pay for inclusion model. Here you pay a fee to have an editor look at your site and decide if they want to include it in their index. With some paid inclusion search engines you are guaranteed that your site will appear somewhere in their listings and with some you are not even guaranteed that much. The fees for paid inclusion vary. |
| Pay Per Click: |
| Pay Per Click Search Engine: Any one of many search engines that put sponsored ads at the top of, bottom or to the side of their natural listings. The two top tier pay per click search engines are Google and Yahoo (which recently purchased Overture). |
| PPC: Pay Per Click |
| PPC Advertising: Currently the largest and most popular form of Internet advertising. An advertiser pays for each click through to their site from a search on one of the Pay Per Click search engines |
| PPC Management: |
| Ranking: The relative position held by a web site for a given search term in a search engine. |
| ROI: Return on Investment. The amount of money you make as a result of the money spent on an advertising campaign. |
| Search Bar: |
| Search Engine: |
| Search Engine Marketing: |
| Search Engine Promotion: |
| Search Engine Optimization: The altering of the content and meta tags of a web site in order to make it more “search engine friendly”. The goal of search engine optimization is to get a site to rank as high as possible in the natural listings for a particular search term. |
| Search Results: |
| Search String: Also called search term, keyword or keyword phrase. A word or series of words typed into a search engine. |
| Search Term: Also called search string, keyword or keyword phrase. A word or series of words typed into a search engine. |
| SEO: |
| SERP: |
| Site: |
| Site Map: |
| Social Media: |
| Social Media Marketing: |
| Spam: |
| Spider: |
| Tag: |
| Text Link: |
| Title Tag: |
| Unique Visitor: |
| URL: |
| Visitor: |
| Weblet: |
| Webmaster Tools: |
| Web Page: |
| Website: |
| Website Marketing: The marketing of a particular web site to get the maximum exposure across the Internet. An effective marketing campaign would be one that got the maximum attention to and results from a web site for the least amount of money. Web Site marketing includes such things as email campaigns, pay per click advertising, content advertising and paying for inclusion. |
| Website Optimization: |
| Website Promotion: |
| Yahoo Search Marketing: |
