Search Engine jargons - Vol.2

Ad: The text to support a search result after a user queries a term.

Advertiser: A person or company who wants to publicize the qualities of their product, service, business, or event in order to encourage people to buy or use it.

Algorithm: A set of rules that a search engine uses to rank the listings contained within its index, in response to a particular query.

Beta Site: Refers to the adCenter Beta Site.

Choices: Refers to various options for advertisers to choose from in their Content Ads settings—choices delivers advertiser control.

Click through rate (CTR): The percentage of those clicking on a link out of the total number who see the link.

Content-targeted advertising or contextual advertising: Based on keywords and phrases, contextual ads will appear on Web pages that have relevant content to those keywords and phrases.

Content Ads: Microsoft adCenter’s contextual advertising product.

Conversion Rate: The relationship between visitors to a website and actions considered to be a "conversion," such as a sale or request to receive more information. Often expressed as a percentage.

Cost per click (CPC): A system where an advertiser pays an agreed amount for each click that someone makes on a link leading to their website.

CPC: Cost-per-click, advertiser only pays when the consumer clicks on their ad.

Crawler: A component of a search engine that gathers listings by automatically crawling the web. A search engine's crawler (also called a spider or robot) follows links to web pages. It makes copies of the web pages found and stores these in the search engine's index.

Distribution Method: The method by which adCenter distributes or targets ads to a specific Web page (either search or content).

Keywords: Query terms that a user enters into the search field.

Metatags: Information placed in a web page not intended for users to see, which typically passes information to search engine crawlers, browser software, and some other applications.

Metadescription Tag: Allows page authors to say how they would like their pages described when listed by search engines. Not all search engines use the tag.

Microsoft adCenter: The Search advertising tool from Microsoft that allows you to bid on keywords to expose your business to the Live Search audience.

Migration: Term to use in reference to advertiser “migration” to the adCenter Beta site.

On-network: Ads will be shown on a company’s network of Web properties. For example, with Content Ads, the ads will run on the MSN network.

Off-network: Ads will be shown on other Web site networks other than the MSN network. The term generally means “publishers”.

Organic Listings: Listings that search engines do not sell (also referred to as natural or algorithmic listings).

Paid Inclusion: Advertising program where pages are included in a search engine's index in exchange for payment, although there is no guarantee of ranking well. Marketers pay to be included in the directory, on a CPC basis or per URL fee basis, with no guarantee of specific placement.

Pay-Per-Click (PPC): See Cost per click.

Paid Listings: Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.

Parameter: Words that are "plugged in" to an ad title or description at display time to customize the ad in response to a search query.

Pay-for-Performance (P4P): Term popularized by some search engines as a synonym for pay-per-click, stressing to advertisers that they are only paying for ads that perform in terms of delivering traffic measured by clicks.

Publisher: A person or company that publishes online Web site and content.

Query: A request for information.

Rank: How well a particular web page or website is listed in search engine results.

Return on Investment (ROI): Refers to the percentage of profit or revenue generated from a specific activity.

Search advertising: Based on keywords and phrases, search ads appear on the Search Results page.

Search Engine Marketing (SEM): The act of marketing a website via search engines - whether this be improving rank in organic listings, purchasing paid listings or a combination of these - and other search engine-related activities.

Search Engine Optimization: The act of altering a website to improve search engine listings.

Upgrade: Advertisers are upgraded to Content Ads—in that they have access to expanded distribution options.