Glossary

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