| AdSense |
A contextual advertising program by Google. |
| AdWords |
A system to advertise on Google & partner sites on a CPC (cost per click) basis. |
| Affiliate |
Someone who sets up a business that is in-between the original manufacturer and the end customer. Often these are not wholesalers, but store fronts. Most often, affiliates do not handle product delivery or customer support. |
| Auto Bidding |
A type of keyword bidding in which an advertiser sets a maximum bid for a specific keyword but may pay less for each click through of that keyword. For example, if Advertiser A bid $0.10 on a keyword, but the next highest bid (Advertiser B) on that keyword is $0.05, then Advertiser A will pay only $0.06 for each click through. However, if Advertiser B changes his/her bid from $0.05 to $0.09, then Advertiser A will pay the full $0.10 (Advertiser A's maximum bid) for each click through. |
| Bid Gap |
A Bid Gap is the difference between what you are currently paying for a click and the minimum you need to pay to still remain above your next highest competitor in the search results. |
| Bid Jam |
Jamming the Competitor such that he pays the maximum amount that he is bidding. |
| Bid War |
A situation where all the advertisers compete for the top slots by bidding the same maximum CPC. |
| Budget |
The amount of money that an advertiser sets aside for an advertising campaign. Different publishers allow for advertisers to set daily, weekly or monthly budgets. |
| Click Index |
Scoring system to help understand the performance of our listings as compared to the competitor. |
| Click Rate |
Same as CTR. The ratio of impressions shown to the number of clicks. |
| Click-Through |
When a user selects a hyper text (web page) link. The Click refers to the noise an input mouse makes when a button is depressed. The through refers to the act of going "through" the link. Many web statistics are kept on click-throughs (sometimes abbreviated as Click-Thru). Some advertising systems are based on paying sites when someone actually Clicks-Thru to a new site. |
| Click-Tracking |
The use of scripts in order to track inbound and outbound links. |
| Content Match |
It is a source of lead that displays listings when users are viewing related content on a partner site page. |
| Conversion Counter |
Conversion Counter is the Yahoo! Search Marketing free, easy-to-use conversion tracking tool. Conversion Counter tracks the number of conversions (such as sales, registrations, newsletter sign-ups, etc.) generated by your Yahoo! Listings. |
| Conversion Rate |
The relationship between visitors to sales or actions. If 1 person out of 100 purchases a sites product, it has a conversion rate of 1 to 100. |
| Conversions |
If I click an ad and then make a purchase with in the same session that the click took place in, that would be deemed to be a conversion. Conversions can be recorded in different ways - some PPC accounts only measure the amount of contacts instead of actual sales made. |
| CPA |
Cost per Action. Where you pay for a specified action such as a purchase. |
CPC |
Cost per Click. With this you are charged for every click your link on someone's website receives. |
| CPL |
Cost per Lead. Where you pay for a lead. |
| CPM |
Cost per Thousand. Where you pay for each 1000 impressions. |
| CTR |
Click Through Rate. The rate at which people click on a link when displayed on a page. The figure most often cited is a percentage of the page view rate. If a page is viewed 10 times and a visitor clicks once, then the CTR is 10%. |
| Delisting |
The removal of a listing as a result of inaction or poor performance. |
| Destination URL |
The page to which a user is directed to when he clicks on the ad. |
| Direct Keywords |
These keywords are directly related to your products or services. They usually include a descriptive term. These keywords make up the bulk of most campaigns, and usually have a positive ROI. They are not searched for as often as broad keywords, so sometimes a campaign can be helped by the increased exposure from broad keywords. |
| Display URL |
A display URL is the web address that will be shown to viewers. |
| Fast Track |
Overtures Bid management program. |
| Geo Targeting |
An advertisement targeted at a specific geographical region, area or location. |
| Google |
A famous Search Engine. |
| Impression |
The number of impressions is the number of times an ad is displayed on Google or Overture or on sites or products in their ad network. |
| Jump start |
Jumpstart is a full service method of signing up for Google AdWords, where Google specialists set up your AdWords account for you. |
| Keyword |
A singular word or phrase that is typed into a search engine search query. Keyword mainly refers to popular words which relate to any one website. |
| Keyword Buys |
Some search engines tie keywords to advertising sales. When a user searches for a particular keyword, the results page often have a banner advertisement displayed buy advertisers that purchased the keyword. |
| Keyword Phrase |
Refers to two or more keywords combined to form a search query. |
| Keyword Research |
Doing research on a single keyword to find its relatives and related keywords. This is often done to find the highest producing keywords. |
| Keyword Search |
A search for documents containing one or more words that are specified by a user. |
| Landing Page |
The specific web page that a visitor ultimately reaches after clicking an advertisement. Often, this page is optimized for a specific keyword term or phrase. |
| Manual Bidding |
Monitoring or Updating your bids Manually. |
| Match Driver |
Match Driver counts the misspell keywords, the combinations singular/plural, the accents and other variations to put them in correspondence with a key word root. |
| Match Types |
Match Type or Keyword matching options are different methods of targeting your ads to users. |
| Maximum Bid |
The Maximum amount an advertiser is willing to pay for a each click on the ad. |
| Maximum CPC |
It is the Maximum price that you pay when a user Clicks on your ad. |
| Minimum Bid |
This is the minimum amount of money that you are willing to pay for a single click on an ad. |
| Misspellings |
Intentionally making a spelling mistake in meta keywords or meta tags to catch search engine users who also misspell words when searching. |
| Natural Search |
Search results that are shown due to relevancy to the search terms, not by sponsored placement. Also referred to as "organic", "natural" or "algorithmic" search. |
| Negative Keywords |
These are filtering words. If your keywords contain a negative keyword, and that word is included in a search term, your ad will not show. |
| Organic Listings |
The Free listings that are displayed in the Search Engine are called Organic Listings |
| Overture |
A Yahoo! owned PPC company. As well as providing Yahoo! with their PPC listings they also supply several other notable search engines and portals with PPC listings such as MSN |
| Page View |
Web Page Hits or number of times a page is viewed |
| Pay Per Lead |
The amount a website spends to acquire leads |
| PPC |
Pay Per Click. A Pay-Per-Click search engine charges websites on a per click basis. Often, an auction is held to see who is willing to pay the most for users. |
| Premium Listings |
The listings in Search Engine for which the advertisers has to pay some amount for every clicks that the ad gets. |
| Rank |
How well a particular web page or web site is listed in a search engine or advertising results |
| ROI |
Return On Investment. In relation to search engine advertising, it often refers to sales per lead. |
| Search Engine |
A site which searches the web for sites which are relevant for a given search query. |
| Search Term |
The words that are typed into a search engine search box. Also called Search Words, Keywords, and Queries |
| Traffic |
The visitors and page views on a website. |
| URL |
Uniform Resource Locator |