Glossary

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Ad copy – The text used for an advertising campaign.

Ad Position – An ad position is the position your Google Adwords, Yahoo Search Marketing or MSN Adcenter advertisement appears in when someone does a search on the internet.  If your ad position is 1-10 it will likely be on the 1st page of the search results. Otherwise your ads will be displayed on the pages following based on their rankings.

Advertising medium – Vehicle of communication that provides for some form of advertising, the press, television, radio, print, ect.

Affiliate- associate, partner

Affiliate marketing – Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance measures, typically in the form of sales, clicks, registrations, or a hybrid model.

Artwork- A process which follows the initial design state which makes rough ideas into a print-ready form.

Auto Bidding – A means by which your bid on a given keyword is automatically changed by 1 cent if your nearest competitor changes their bid. Although you set a maximum bid, you may pay less if auto budding works in your favor.
Backlink – Backlinks are links found on other websites that will take the user to your website. Binding – Process of fastening papers together.

Blind emboss – Impression of an un-inked image onto the back of a sheet which produces a raised ‘embossed’ image on the front of the sheet.

Bleed – The printed image extends beyond the trim edge of a sheet or page. A bleed may occur at the head, front, foot and/or gutter of a page.

Brand – A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller.

Buyer behavior – the study of consumers and organizations in relation to their purchase decisions. See Consumer Behavior; Organizational Buying Behavior.

Campaign – The advertising and promotion done during a given period of time.

Click-Through Rate (CTR) – Click-Through Rate (CTR)

Conversion Rate – The percentage of visitors who actually are converted into purchasers of your product/service. It is calculated as the number of click-throughs divided by the number of actual conversions, and the higher the conversion rate, the more effective your campaign has been.

Cost Per Click (CPC) – The amount you pay for each click on your ad. Some people use this term interchangeably with the pay-per-click cost.

CPM – The cost for 1,000 impressions or ad views.

Crop marks – to trim the edges of a picture or page to make it fit or remove unwanted portions.

AMA Definition of Marketing (2008)

“Marketing is the activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.”

E-commerce – The buying and selling of goods and services over the Internet, especially the World Wide Web.

E-mail marketing – the process of creating advertising promotion content via e-mail to attract and persuade consumers to act.

Google Quality Score – The Google Quality Score is a dynamic variable assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query.

About Quality Score

Quality Score influences your ads’ position on Google and the Google Network. It also partly determines your keywords’ minimum bids. In general, the higher your Quality Score, the better your ad position and the lower your minimum bids. Quality Score helps ensure that only the most relevant ads appear to users on Google and the Google Network. The AdWords system works best for everybody—advertisers, users, publishers, and Google too—when the ads we display match our users’ needs as closely as possible. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.

Quality Score Formulas

The formula behind Quality Score varies depending on whether it’s calculating minimum bids or assigning ad position. It also varies based on whether it’s affecting a keyword-targeted ad on the search network, a keyword-targeted ad on the content network, or a placement-targeted ad.

The keyword’s clickthrough rate (CTR) on Google; CTR on the Google Network is not considered

  • The relevance of the keyword to the ads in its ad group
  • The quality of your landing page
  • The historical performance of your account, which is measured by CTR across all your keywords
  • Other relevance factors

For calculating a keyword-targeted ad’s position on a search result page:

  • The matched keyword’s CTR on Google; CTR on the Google Network is not considered
  • The relevance of the keyword and ad to the search query
  • The historical performance of your account, which is measured by CTR across all your keywords
  • Other relevance factors

For calculating a keyword-targeted ad’s eligibility to appear on a particular content site, as well as the ad’s position on that site:

  • The ad’s past performance on this and similar sites
  • The relevance of the ads and keywords in the ad group to the site
  • The quality of your landing page
  • Other relevance factors

Hits – The number of times a particular web page is viewed. The number of hits is independent of whether or not it is the same user visiting the same page more than once. Sometimes also referred to as visits.

Impression – Also known as ad views. “Impression” is the term used to describe the viewing of an ad by the user’s browser.

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Integrated Marketing Communications (IMC) – where all aspects of a company’s promotional efforts work together with a unified purpose to deliver a consistent and positive message

Keyword – Keywords are the terms that users enter into the search box of a search engine. Consequently, these are the word(s) you should choose to use in your pay-per-click campaign. Depending upon the company and the size of the campaign, the number of keywords used can range from a few to thousands.

Keyword Bid – The maximum amount of money you are prepared to pay for every time that a user clicks on your pay-per-click ad on a search engine and thus visits your website.

Landing Page – An active webpage where customers will ‘land’ when they click your ad, or any other link to your site.  It can be your home page or any other page in your website that you designate as the page to be visited first.

Link Building Campaign – An process of connecting with businesses conducting a type of business comparable to yours in order to exchange links and thus move up both in natural search engine robot crawls as well as in pay-per-click campaigns.

Link Farming – A practice considered unethical by most. It involves a web site linking to others to which it has no connection in terms of the type of business they do, but rather solely for the purpose of increase page ranking in search engines that consider the number of links in their decision on ranking pages.

Match print – a representation of the finished print produced for customer inspection for errors to be corrected prior to mass printing.

Minimum Bid – The minimum amount set up a pay-per-click search engine for either a specific keyword, type of keyword, or the overall minimum bid acceptable for any keyword.
Page Rank (PR) – The position that your website has on a given search engine. Often seen abbreviated, as in “I’ve got a PR6 in Google”, meaning you are ranked as number 6 under Goggle for a certain keyword.

Page Views – The number of times a web page is viewed.

Paid Inclusion – A sales technique currently under review by many search engines, paid inclusion is where an advertiser arranges to pay a search engine a certain amount of money to ensure a ranking in their search results, although most search engines do not guarantee the ranking will be among the highest. Many search engines have either stopped this type of plan or are in the process of considering removing this option for online marketing.

Pay-Per-Click (PPC) Advertising – A method of marketing where a business pays a certain amount of money each time someone clicks on a small ad on a search engine’s results page or homepage and is then taken to the advertiser’s website.

Pay-Per-Click Search Engine (PPCSE) – A search engine that offers pay-per-click advertising as an option to businesses.
Pay Per Performance™ Web Search – Overture’s first PPC product which debuted in 1998.
Reciprocal Linking – A practice by which one site links to other (and vice versa) because they offer complementary products, are an affiliated site, etc. The more links one has to other sites usually results in a higher page ranking in search engines, as long as the links are not perceived as link farming.

Return on Investment (ROI) – The bottom line; that is, the amount of money you make as compared to the amount of money you have spent. Many tools exist to help you calculate your ROI for whatever undertaking, including pay-per-click campaigns.

Search Engine – Internet search engines (eg Google, AltaVista) help users find web pages on a given subject. The search engines maintain databases of web sites and use programs (often referred to as “spiders” or “robots”) to collect information, which is then indexed by the search engine.

Search Engine Optimization (SEO) – A variety of techniques whereby you change the content, keywords, meta tags, placement of text versus code, etc., in order to enhance your ranking in a search engine.

Search Engine Submission – The process of supplying your website url to a search engine in an attempt to make a search engine aware of the site or page.
Unique Visitor – The number of people who visit a web page. If one person visits the same web page 3 or 4 times, the statistics will list them as 1 unique visitor only. See Hits.

Visits – See Hits.

Web analytics – The act of tracking visitor behavior, online advertising campaigns, page views and conversion.

Yahoo Quality Index – is a relative measure of how relevant an ad is. It reflects an ad’s ability to meet the needs of users by taking into account various relevance factors and click-through rate compared to its position and other ads displayed at the same time. It also takes into account all keywords in your ad group.

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