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| A |
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| Agency |
A media company, internet marketing and advertising
agency, or any other kind of representative of the advertiser. |
| Application |
A software product such as SEO Suite, PPC
BidMax, Microsoft Word. Applications are programs that perform
complex tasks for computer users. |
| Archive |
A storage technique for software, data, or
other materials to be saved and preserved. |
| Attachment |
A file attached to an email message. |
| Avg. CTR or Average CTR |
The Click-Through-Rate (see CTR) average for
specified time period.. |
| Avg. CPC or Average CPC |
The Cost-Per-Click (see CPC) average for specified
time period. |
| Avg. Position or Average Position |
Is the average position of your Ad’s
displayed on the PPC search engine for specified time period. |
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| B |
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| B2B |
Business to Business. A mode of conducting
business between two or more companies. |
| Bandwidth |
The quantity of information that can be delivered
over a given time period. Usually measured in kilobits-per-second
(Kbps). In terms of the Internet, the higher the bandwidth,
the faster you download pages/files. |
| Banner |
Banner is a typically rectangular graphic
image placed on a web page. Banners are usually designed to
convince viewers to click on them, sending the viewer to the
advertiser's website. |
| Bookmark |
Just as a paper bookmark is used as a reminder
of the page you are on in a book, Internet bookmarks are used
to bring you back to a website you may want to return to.
Bookmarks in Internet Explorer are referred to as ‘Favourites’. |
| Broadband |
Broadband is a high speed Internet connection
with high data transmission rates. This allows an Internet
user to view web pages and download files quicker. Broadband
connection types include DSL, ADSL, cable Internet and high
speed wireless connections. |
| Browser |
A software used to view web pages over Internet.
The most popular browsers are Internet Explorer, Mozilla,
Netscape, and Opera. |
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| C |
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| Cache
|
Pronounced 'cash', it is collection of recently
viewed web pages stored on your local computer. A cache is
designed to save bandwidth by displaying previously visited
pages quicker. Many large ISP's also use a cache to store
commonly requested files and serve pages from their cache
instead of requesting them from the actual website. |
| Campaign
|
Usually referred to the next level down after
a PPC account. Campaigns have properties such as budget, and
audience targeting and has multiple Ad Groups within them.
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| Campaign Manager |
Person who is responsible for managing the
specific campaign |
| Compression |
Compression is a technique used to make a
file or a data stream smaller for faster transmission and/or
require less storage space. The major compression extensions
are .zip and .rar |
| Cookies |
A cookie is a piece of information sent by
a web site to your web browser and then sent back by the browser
each time you access to the web site. Cookies allow a website
to store useful information about repeated visitors. |
| Conversion |
In online marketing a conversion occurs when
a potential customer takes the marketer's intended action.
If the prospect has visited a marketer's web site, the conversion
action might be making an online purchase, or submitting a
form to request additional information. ... |
| Conversion Rate
|
Total number of conversions divided by total
number of clicks for a specific period of time .
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| Cost Per Conversion |
Monetary amount spent on advertising to get
one conversion. |
| Copyright
|
The legal protection against copying given
to original works, which may be in printed or photographically
or electronically stored words, music, visual arts, and performing
arts. |
| CPM
|
Cost per thousand (Roman M for thousand) impressions.
The price paid by an advertiser to a site to display Ad one
thousand times. |
| Click
|
When a User clicks on to your Advertisement
to go to your Web Site, this is recorded as one click.
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| CPC |
CPC (also known as "cost per click")
the amount an advertiser pays each time someone clicks on
their listing. |
| CTR |
CTR (also known as "click through rate")
- The number of clicks each listing receives divided by its
number of impressions.
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| CPA |
CPA (also known as Cost Per Acquisition) typically
an average dollar amount to the total cost in clicks it takes
to convert to a sale |
| Creative |
The text copy of an AdWords ad. Google is
reducing its use of this word to describe ad text, but it
remains in widespread use in forums and articles.
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| D |
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| Daily Budget
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Is the maximum amount of advertising spending
for a particular campaign per day. |
| Demographics
|
The common characteristics of a group of people
such as gender, age, postcode, income and so on. It allows
you to segment the population and therefore better target
your advertising. |
| Destination URL
|
This URL points to the ad’s landing
page and it’s not necessarily displayed by your ad.
Destination URL might contain tracking codes, and in Google
Adwords, your Display and Destination URL’s have to
be same domain. |
| Display URL
|
Web Site address/URL displayed on your listing/ad.
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| Downloading |
The process of transferring files from the
Internet and saving them on your local computer. The opposite
of uploading. |
| Dynamic HTML (DHTML)
|
A more powerful form of HTML that allows interactivity
within websites. DHTML combines regular HTML with the power
of JavaScript and CSS and is supported by the latest web browsers.
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| E |
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| E-commerce |
The transaction of goods and services via
the Internet. |
| Editorial Guidelines |
The set of instructions and rules explaining
how you should write the titles, URLs and descriptions for
your listings. |
| Email |
Email is short for "electronic mail"
and is a method of composing, sending, and receiving messages
over the Internet. |
| Exact Match |
Is a keyword matching option for your PPC.
If your keyword is exact match, then your ad will only show
when the exact keyword is searched on the search engine. |
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| F |
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| Flash |
Macromedia Flash is a graphics animation program
commonly used to create animated advertisements on web pages
and rich-media websites. |
| Firewall |
A computer that acts as a shield between you
and other computers on the Internet as a security measure.
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| G |
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| Geo Targeting
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Is targeting your advertisement audience to
a specific country/city or a region for your PPC campaigns.
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| Google advertising network |
The total reach of Google AdWords, consisting
of Google.com, Google Groups, the Google Directory, and Froogle,
plus its search partners (AOL Search, Netscape, AskJeeves,
and others), and the Google content network of AdSense sites.
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| H |
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| Home Page
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The main page of a larger website and usually
the first page users see when visiting a website. Also called
index page. |
| Host |
Is a with a web server that serves the pages
for one or more websites. A host can also be the company that
provides that service, which is known as web hosting. |
| HTML |
HyperText Markup Language is used for the
creation of web pages and other information viewable in a
web browser. It tells the web browser how to display a web
page's words and images for the user. |
| HTTP |
HyperText Transfer Protocol is the primary
method used to convey information on the World Wide Web. |
| Hyperlink |
A hyperlink, or simply a link, is a reference
in a web page to another website or other resource. Almost
any element on a web page can be turned into a hyperlink,
allowing the user to jump to another website simply by clicking
their mouse. |
| Hypertext |
Text that contains a hyperlink that allows
the reader to move easily from one document to another. |
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| I |
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| Impression
|
An impression is recorded each time your listing
is displayed in the search results, or a display ad is displayed
on a webpage. |
| ISDN
|
Integrated Services Digital Network allows
digital (as opposed to analog) transmission of voice and data
over ordinary telephone copper wires, resulting in better
quality and faster speeds. |
| ISP
|
An Internet Service Provider is a company
that provides other companies or individuals with access to
the Internet. |
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| J |
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| Java |
A programming language used to create applets
which can add functionality and interactivity to a website.
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| JavaScript |
A scripting language useful for implementing
enhanced forms, simple web databases, and navigation enhancements.
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| K |
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| Keyword |
The specific word combinations and phrases
users search on and advertisers bid on. |
| Keyword Suggestion Tool |
Google’s in-house keyword generator
for advertisers. The Keyword Suggestion Tool suggests long
lists of words and phrases related to a selected keyword. |
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| L |
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| Landing Page
|
The page of a website that is displayed to
a user immediately after they click on your listing. The page
of a website linked to by your listing’s destination
URL. |
| Links
|
See Hyperlink. |
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| M |
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| Max CPC (Maximum Cost Per Click) |
The highest amount you wish to pay for any
keyword
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| Min CPC (Minimum Cost per click) |
The lowest amount that it is possible to pay
for any keyword - see Floor Price.
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| N |
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| Negative keyword
|
If you put negative keywords in your Ag Group,
your ads will not be displayed when these keywords are used
as search terms.
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| O |
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| Over Delivery
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Overdelivery refers to Google’s optimization
allowance. In the Terms of Service agreement, Google is permitted
to exceed your daily budget by 20 percent but must reconcile
this overdelivery of ad impressions (and resulting clickthroughs)
every month. Your monthly budget, which is determined by multiplying
the daily budget 30 or 31 times, can’t be overcharged.
Furthermore, if Google overshoots the daily budget by more
than 20 percent, it issues an overdelivery credit for the
additional clickthroughs. |
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| P |
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| Page Impressions or Page Views |
A request to load a single web page. A single
page view may create multiple hits to the server if the page
contains multiple elements such as ad banners. |
| Pay Per Click PPC
|
Pay-per-click is another term for cost-per-click
(CPC). |
| PDF
|
Portable Document Format. A file format developed
by Adobe Systems used to convert documents containing any
combination of text, graphics, and images in to a device in
and resolution independent format. |
| Placement |
Refers to where an ad is placed on a website
or to what type of ad it is. |
| Portal or Internet Portal
|
A website that acts as an entry point to the
Internet and contains many resources for visitors. |
| Protocol
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A specification that describes how computers
will talk to each other on a network. |
| Proxy
|
A server that caches commonly accessed files
to speed up service. |
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| R |
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| Relevancy |
A measure of how closely a search result matches
the expectations of a search engine user after conducting
a keyword Search. Can be measured by Click-Through Rate. |
| Rich Media |
A type of advertisement that includes richer
graphics, audio, video or interactivity. Some popular types
of rich media advertisements are created with DHTML, Shockwave
& Flash. |
Return on investment (ROI)
|
A general business and advertising term, return
on investment measures the profitability of a campaign. Simplified,
ROI calculates a formula by which expenses are subtracted
from sales to measure revenue gain. As an AdWords measurement,
ROI is about conversions exceeding clickthrough expenses.
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| Rotation |
Rotation is the formula by which multiple
ads in an Ad Group are selected for display. In Google, rotation
may be random or optimized.
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| Rank |
Usually referred to the position of a listing
on natural side of search engine. Called Position if referred
in paid seach. |
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| S |
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Search Engine
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A utility that lets you perform keyword searches
to find information on the Internet, intranet or database. |
| Search Marketing |
Promoting or advertising in, or in association
with, the set of results delivered by a search engine in response
to a user’s keyword query.
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| Search Results |
The complete set of information displayed
to a user after they enter a keyword into the Sensis®
search engine query field.
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| Server |
A computer that runs software making services
available on a network to client computers. Some examples
include web server, ad server, etc.
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| Site |
See website.
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| Site Producer |
The person in charge of administering a particular
website.
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| SMTP |
Simple Mail Transfer Protocol. The protocol
used to send mail between servers and from your mail client
to a mail server.
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| Status |
Whether your account, campaigns, listings
or keywords are being published or not on search engine.
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| T |
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| Target Position
|
Is the desired position where you want your
ads to appear on paid search campaigns |
| Tracking |
The measurement of actions through a tracking
code. |
| Tracking Code |
Are tags added to an ads link in order to
track or record a user’s clicks around a website, or
the web. |
| Traffic |
The number and type of people who come to
a site. Traffic can be measured in many different ways. |
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| U |
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| Unique Users |
The number of different individuals who visit
a site within a specific time period. To identify unique users,
some websites rely on some form of user registration or identification
system.
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| Upload |
To transfer a file from your computer system
to another system via the Internet.
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| URL |
Universal Resource Locator. The address of
a website, for example apexpacific.com
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