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Glossary of TermsSearch marketing has its own terminology and phrases which can sometimes get quite confusing! So you can be clear what we mean by the terms we use on this site we have prepared the glossary below to help you.* A B C D E F G H I J K L M N O P Q R S T U V W X Y Z AdSense: Google's advertising programme that allows small web sites to host Google Adwords sponsored ads on their site in return for a percentage of the revenues AdWords: The name of Google's Pay per click advertising programme Click Fraud: In online advertising, click fraud involves sending fraudulent clicks to Cost Per Click (CPC) advertisers. The clicks can be artificially generated via automated technology methods (such as hitbots) or via manual clicking. Click Through Rates (CTR): The number of clicks on a link/page divided by the number of times it was displayed. Presented as a percentage Conversion Rate: The percentage of the number of visitors who perform a desired action such as making a purchase. Cost-Per-Click: Cost to an advertiser for each click on a promotional link. Keyword: a word on a web page that matches that typed into a search engine Landing Page: A page that is the ultimate destination when someone clicks on link on a search listing. Listings: The information that appears on a search engine results page. Organic Listings: Also known as natural listings. A 'free' or 'unpaid' listing that appears on a search results page. These listings can be achieved using SEO techniques. Paid Inclusion: A web page which an advertisers pays to be added to a search engine's listings although typically, it will not affect its ranking. Paid Listings: The list of websites that have been included via Paid Inclusion or Paid Placement programmes Pay-Per-Click (PPC): An advertising model in which advertisers pay for click-throughs to their website. Ads are served based on keywords or themes. Paid Placement: A marketing programme whereby advertisers pay to have their links included on a page in response to particular keywords. Usually purchased via an auction-based system, the higher bidders get higher placement on the page. Rank: The position in which a web page appears in search engine results in response to any given query Results Page: A web page containing a list of sites that match the keywords entered in a query ROI: Return On Investment. The difference between what a customer spends on optimising and marketing their websites and what they make back in terms of sales. Search Engine: Software that enables users to search the Internet using keywords. Examples of well known services of this type are Google, MSN and Miva. Search Engine Marketing: The discipline of marketing a web site through a search engine. This can include optimisationof pages for the organic listings or through paid placement programmes Search Engine Optimisation: Search Engine Optimisation (SEO) is the practice, strategy, and techniques of optimising the benefits that search engines can offer to your business. Search Terms: The word or group of words typed into a query box on a search engine SEM: See Search Engine Marketing SEO: See Search Engine Optimisation Sponsored Link- Text advertisement that runs alongside natural search content on a search engine Submission: The act of informing a directory or search engine of the existence of a web site. Often a description of the page is required as well as a URL. Tracking: Collecting and evaluating the statistics from which one can measure the effectiveness of a paid search campaign. TSW Searchware 4: A search management tool allowing automated bid management from feeds from search providers. Automated bid strategies can be set up according to advertisers objectives including; CPA, ROI and timed strategies. *We do not represent them as being complete, definitive or 100% accurate. |
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