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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. |
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| 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. |
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| 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. |
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| 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. |
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| 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.
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| 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. |
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| 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'. |
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| 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”. |
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| 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.
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| 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. |
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| 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. |
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| 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. |
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| 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. |
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| 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. |
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| 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. |
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| 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. |
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| CPA:
Cost per Acquisition. How much money was spent in click
charges in order to obtain a new client or sale.
|
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| 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.
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| 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. |
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| Directories: |
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| Directory Submissions: |
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| 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.
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| Hit: |
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| 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.
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| 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. |
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| 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. |
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| Keyword Bid:
The amount of money an advertiser is willing to spend
per click to get a prospect to their site. |
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| Keyword Phrase:
A series of words used to advertise or search for a
particular product, service or type of information in a
search engine. |
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| 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.
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| Lead: |
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| Linking: |
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| Linking Strategy: |
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| LongTail Keyword: |
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| LongTail Search |
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| LongTail Search Term |
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| 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. |
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| 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. |
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| 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.
|
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| On-Site Optimization |
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| Off-site Optimization |
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| Organic: Natural or nor paid
for. |
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| 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. |
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| Overture:
Originally called “Go.com, Overture was the originator
of the pay per click search model in 1998. Recently
Overture was purchased by Yahoo. |
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| Page Rank |
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| 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. |
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| 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). |
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| PPC:
Pay Per Click |
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| 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 |
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| PPC Management |
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| Ranking:
The
relative position held by a web site for a given search
term in a search engine. |
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| ROI:
Return on Investment. The amount of money you make as a
result of the money spent on an advertising campaign. |
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| Search Engine |
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| Search Engine Marketing |
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| Search Engine Promotion |
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| 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. |
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| Search String:
Also called search term,
keyword or keyword phrase. A word or series of words
typed into a search engine. |
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| Search Term:
Also called search
string, keyword or keyword phrase. A word or series of
words typed into a search engine. |
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| Site |
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| Social Media |
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| Social Media Marketing |
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| Text Link |
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| Visitor |
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| Website |
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| 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. |
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| Website Optimization: |
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| Website Promotion: |
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