AdCenter
Microsoft's cost per click ad network.
While it has a few cool features (including dayparting and demographic based bidding) it is still quite nascent in nature compared to Google AdWords. Due to Microsoft's limited marketshare and program newness many terms are vastly underpriced and present a great arbitrage opportunity
AdSense
Google's contextual advertising network. Publishers large and small may automatically publish relevant advertisements near their content and share the profits from those ad clicks with Google.
AdSense offers a highly scalable automated ad revenue stream which will help some publishers establish a baseline for the value of their ad inventory. In many cases AdSense will be underpriced, but that is the trade off for automating ad sales.
AdWords
Google's advertisement and link auction network. Most of Google's ads are keyword targeted and sold on a cost per click basis in an auction which factors in ad clickthrough rate as well as max bid. Google is looking into expanding their ad network to include video ads, demographic targeting, affiliate ads, radio ads, and traditional print ads.
AdWords is an increasingly complex marketplace. One could write a 300 page book just covering AdWords. Rather than doing that here I thought it would be useful to link to many relevant resources.
Affiliate Marketing
Affiliate marketing programs allows merchants to expand their market reach and mindshare by paying independent agents on a cost per action (CPA) basis. Affiliates only get paid if visitors complete an action.
•Most affiliates make next to nothing because they are not aggressive marketers, have no real focus, fall for wasting money on instant wealth programs that lead them to buying a bunch of unneeded garbage via other's affiliate links, and do not attempt to create any real value.
Alexa
Amazon.com owned search service which measures website traffic.
Alexa is heavily biased toward sites that focus on marketing and webmaster communities. While not being highly accurate it is free.
AllTheWeb
Search engine which was created by Fast, then bought by Overture, which was bought by Yahoo. Yahoo may use AllTheWeb as a test bed for new search technologies and features.
AltaVista
Search engine bought out by Overture prior to Overture being bought by Yahoo. AltaVista was an early powerhouse in search, but on October 25, 1999 they did a major algorithmic update which caused them to dump many websites. Ultimately that update and brand mismanagement drove themselves toward irrelevancy and a loss of mindshare and marketshare.
Anchor Text
The text that a user would click on to follow a link. In the case the link is an image the image alt attribute may act in the place of anchor text.
API
Application Program Interface - a series of conventions or routines used to access software functions. Most major search products have an API program.
Arbitrage
Exploiting market inefficiencies by buying and reselling a commodity for a profit. As it relates to the search market, many thin content sites laced with an Overture feed or AdSense ads buy traffic from the major search engines and hope to send some percent of that traffic clicking out on a higher priced ad. Shopping search engines generally draw most of their traffic through arbitrage.
Happy go lucky
Friday, May 25, 2007
Thursday, May 24, 2007
Search Engine Jargons- Vol:-7
Share of Voice
Share of voice is defined as a relative portion of inventory available to a single advertiser within a defined market sector over a specified time period.
Test Page
If you're using multivariate testing, the test page is the page where you'll experiment with different variations in your content. You decide which variations you'd like to use, and we'll rotate different combinations of those variations on your page in order to determine what will be most effective in getting results for your site.
Text Ad
Concise, action-oriented copy that links to your website. Also known as a sponsored link.
Trademark
A word, name, symbol, or device (or a combination thereof) that identifies the goods or services of a person or company and distinguishes them from the goods and services of others.
Unique User
A single individual or browser who accesses a site or is served either unique content or unique ads. Also known as unique visitor.
Value / Click
The conversion value generated per click. For example: Value / Click = Total value (total_value) / Total number of ad clicks (num_clicks). Conversions are only counted on Google and some of Google Network sites or products. The conversion rate is adjusted to reflect only the ad clicks on which we can track conversions
Value / Cost
Total value divided by total cost for all ad clicks. If you've entered in your revenue or profit value, this statistic will be equal to your ROI. For example: Value / Cost = Total conversion value (total_value) / Total cost (total_cost). Conversions are only counted on Google and some Google Network sites or products. The value-per-cost is adjusted to reflect only the cost of ad clicks leading to conversions
Variations
A variation is a different version of a page section. Each page section includes the original version, the version that is live on your site right now, and the different variations that we'll test on your page. For example, your page currently may have a headline that says, "High quality widgets available at Example.com!" You could test different variations of this headline, such as "Example.com has the widgets you're searching for!" or "Who knows high quality widgets? We do!"
Zero Impression Keywords
Keywords that have generated no impressions of your ads. This may be caused by lack of relevancy to user searches due to keyword obscurity, specificity, or a significant misspelling of the intended keyword.
Opening Image
The opening image is the static image that will be displayed on your video ad before the user initiates the video. When a user clicks the opening image or the play button, the video component of the ad will be played.
Share of voice is defined as a relative portion of inventory available to a single advertiser within a defined market sector over a specified time period.
Test Page
If you're using multivariate testing, the test page is the page where you'll experiment with different variations in your content. You decide which variations you'd like to use, and we'll rotate different combinations of those variations on your page in order to determine what will be most effective in getting results for your site.
Text Ad
Concise, action-oriented copy that links to your website. Also known as a sponsored link.
Trademark
A word, name, symbol, or device (or a combination thereof) that identifies the goods or services of a person or company and distinguishes them from the goods and services of others.
Unique User
A single individual or browser who accesses a site or is served either unique content or unique ads. Also known as unique visitor.
Value / Click
The conversion value generated per click. For example: Value / Click = Total value (total_value) / Total number of ad clicks (num_clicks). Conversions are only counted on Google and some of Google Network sites or products. The conversion rate is adjusted to reflect only the ad clicks on which we can track conversions
Value / Cost
Total value divided by total cost for all ad clicks. If you've entered in your revenue or profit value, this statistic will be equal to your ROI. For example: Value / Cost = Total conversion value (total_value) / Total cost (total_cost). Conversions are only counted on Google and some Google Network sites or products. The value-per-cost is adjusted to reflect only the cost of ad clicks leading to conversions
Variations
A variation is a different version of a page section. Each page section includes the original version, the version that is live on your site right now, and the different variations that we'll test on your page. For example, your page currently may have a headline that says, "High quality widgets available at Example.com!" You could test different variations of this headline, such as "Example.com has the widgets you're searching for!" or "Who knows high quality widgets? We do!"
Zero Impression Keywords
Keywords that have generated no impressions of your ads. This may be caused by lack of relevancy to user searches due to keyword obscurity, specificity, or a significant misspelling of the intended keyword.
Opening Image
The opening image is the static image that will be displayed on your video ad before the user initiates the video. When a user clicks the opening image or the play button, the video component of the ad will be played.
Search Engine Jargons- Vol:-6
Local Business Ad
Location-based AdWords ad associated with a business listing in Google Maps.
Maximum CPM bid
Your maximum CPM bid is the highest amount that you're willing to pay for each 1000 impressions on your site-targeted ad. CPM stands for cost-per-thousand impressions
Minimum CPC bid
A minimum cost-per-click (CPC) bid is assigned to each keyword in your account based on its quality (or Quality Score). The minimum bid is usually the least amount you can pay per click in order for your keyword to show ads.
Multivariate Testing
Multivariate testing is a method of experimentation that allows you to test multiple variables simultaneously. For example, using multivariate testing, you could identify the headline, image, and promo text on a page as your page sections, and then create three different variations for each one. When the experiment was running on your page, a user might see Headline A, Image B, and Promo Text C all together, or Headline B, Image C, and Promo Text A.
Optimization
Optimization is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads. This often involves changing the contents and settings of your campaigns and ad groups, and editing your keyword lists and landing pages.
Play Rate
The play rate column in your video ad reports indicates the number of plays your video receives divided by the number of times your video ad is shown (impressions).
Position Preference
Position preference lets you tell Google which ad position you like best for your ad among all the AdWords ads on a given page. If you find that your ad gets the best results when it is ranked (for example) third or fourth among all AdWords ads, you can set a position preference for those spots. Separate position preferences can be set for any or all of the keywords in your campaign
Quality Score
Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.
Reach
The total number of unique users who will be served your ad over a specific period of time. Reach is often expressed as a percent of the universe for the demographic category. Also known as an unduplicated audience.
Return on Investment (ROI)
Return on investment (known as ROI) is the ratio of the cost of advertising relative to the profit generated from conversions such as sales or leads. Your ROI indicates the value to your business gained in return for the cost of your ad campaign
Location-based AdWords ad associated with a business listing in Google Maps.
Maximum CPM bid
Your maximum CPM bid is the highest amount that you're willing to pay for each 1000 impressions on your site-targeted ad. CPM stands for cost-per-thousand impressions
Minimum CPC bid
A minimum cost-per-click (CPC) bid is assigned to each keyword in your account based on its quality (or Quality Score). The minimum bid is usually the least amount you can pay per click in order for your keyword to show ads.
Multivariate Testing
Multivariate testing is a method of experimentation that allows you to test multiple variables simultaneously. For example, using multivariate testing, you could identify the headline, image, and promo text on a page as your page sections, and then create three different variations for each one. When the experiment was running on your page, a user might see Headline A, Image B, and Promo Text C all together, or Headline B, Image C, and Promo Text A.
Optimization
Optimization is the process of modifying your ad campaigns to improve the quality and performance of your AdWords ads. This often involves changing the contents and settings of your campaigns and ad groups, and editing your keyword lists and landing pages.
Play Rate
The play rate column in your video ad reports indicates the number of plays your video receives divided by the number of times your video ad is shown (impressions).
Position Preference
Position preference lets you tell Google which ad position you like best for your ad among all the AdWords ads on a given page. If you find that your ad gets the best results when it is ranked (for example) third or fourth among all AdWords ads, you can set a position preference for those spots. Separate position preferences can be set for any or all of the keywords in your campaign
Quality Score
Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page.
Reach
The total number of unique users who will be served your ad over a specific period of time. Reach is often expressed as a percent of the universe for the demographic category. Also known as an unduplicated audience.
Return on Investment (ROI)
Return on investment (known as ROI) is the ratio of the cost of advertising relative to the profit generated from conversions such as sales or leads. Your ROI indicates the value to your business gained in return for the cost of your ad campaign
Wednesday, May 23, 2007
Search Engine Jargons- Vol:-5
Frequency
The average number of times a unique user saw your ad over a given time period.
Google AdSense
Google AdSense delivers text-based Google AdWords ads that are relevant to what visitors see on website pages - and Google pays web publishers for it. Google AdSense is for web publishers who want to make more revenue from advertising on their site while maintaining editorial quality.
Google AdWords
Google's advertising program based on cost-per-click pricing.
Image Ads
Graphical AdWords ads appearing on select content sites in the Google Network
Impression
The number of impressions is the number of times an ad is displayed on Google or on sites or products in the Google Network.
Invalid Clicks
Clicks that Google does not charge to your account because we determine they were generated by prohibited methods. Examples of invalid clicks may include repeated manual clicking or the use of robots, automated clicking tools, or other deceptive software
Impression Share
Impression share is a new metric that represents the percentage of times your ads were shown (i.e. your accrued impressions) out of the total number of page impressions (i.e. pages where your ad appeared or could have appeared) in the market you were targeting.
Keyword
The keywords you create for a given ad group are used to target your ads to potential customers.
For example, if you deliver fresh flowers, you can use 'fresh flower delivery' as a keyword in your AdWords campaign. When a Google user enters 'fresh flower delivery' in a Google search, your ad could appear next to the search results. In addition, your ad can appear on sites in the Google Network that relate to your keyword.
Keyword Status
Keyword status reflects whether your keyword is eligible to enter the ad auction and trigger ads. The keyword states below may affect any keyword except a negative keyword.
Landing Page
An active web page where customers will 'land' when they click your ad. The web address for this page is often called a 'destination URL' or 'clickthrough URL.'
The average number of times a unique user saw your ad over a given time period.
Google AdSense
Google AdSense delivers text-based Google AdWords ads that are relevant to what visitors see on website pages - and Google pays web publishers for it. Google AdSense is for web publishers who want to make more revenue from advertising on their site while maintaining editorial quality.
Google AdWords
Google's advertising program based on cost-per-click pricing.
Image Ads
Graphical AdWords ads appearing on select content sites in the Google Network
Impression
The number of impressions is the number of times an ad is displayed on Google or on sites or products in the Google Network.
Invalid Clicks
Clicks that Google does not charge to your account because we determine they were generated by prohibited methods. Examples of invalid clicks may include repeated manual clicking or the use of robots, automated clicking tools, or other deceptive software
Impression Share
Impression share is a new metric that represents the percentage of times your ads were shown (i.e. your accrued impressions) out of the total number of page impressions (i.e. pages where your ad appeared or could have appeared) in the market you were targeting.
Keyword
The keywords you create for a given ad group are used to target your ads to potential customers.
For example, if you deliver fresh flowers, you can use 'fresh flower delivery' as a keyword in your AdWords campaign. When a Google user enters 'fresh flower delivery' in a Google search, your ad could appear next to the search results. In addition, your ad can appear on sites in the Google Network that relate to your keyword.
Keyword Status
Keyword status reflects whether your keyword is eligible to enter the ad auction and trigger ads. The keyword states below may affect any keyword except a negative keyword.
Landing Page
An active web page where customers will 'land' when they click your ad. The web address for this page is often called a 'destination URL' or 'clickthrough URL.'
Search Engine Jargons- Vol:-4
Channel
A network or service advertisers use to create online advertisements to be displayed on search engines or other webpages. Google AdWords is a channel. Channels are identified as PPC (pay-per-click) or non-PPC
Channel Campaign
A shell, or mock, campaign created specifically in your AdWords account to track the ROI (return on investment) and other advertising information for one or more of your ads running on a non-AdWords channel. Channel campaigns usually include one destination URL and one or more keywords.
Contextual Advertising
Google leverages our award-winning search technology to deliver relevant AdWords ads to content pages of sites and products in the Google Network. Our technology draws upon our understanding of the billions of pages in our search index and our ability to crawl web pages to figure out which keywords would lead a user to the page. Then, we match ads to the page based on those keywords
Conversion Page
The conversion page is the page that, when reached by a user, means business results for you. Depending on your type of site, it may be the page where a user will complete a purchase or fill out an interest form.
Conversion Rate
Your conversion rate is the number of conversions divided by the number of ad clicks. Conversions are only counted on Google and some of our Google Network partners. Using Website Optimizer, you'll be trying to increase your conversion rate and therefore improve your return on investment
Conversion Types
The type (purchase/sale, signup, page view, or lead) recorded in the generated code, allowing you greater specificity in your conversion statistics.
Cross-channel Conversion Tracking
A tool to analyze all your online advertising channels - such as search, email, or banner ads - through your AdWords account.
Daily Budget
The amount you're willing to spend on a specific AdWords campaign each day.
Destination URL
The destination URL is the exact URL within your website that you want to send users to from your ad.
Display URL
This is the URL displayed on your ad to identify your site to users
Double Serving
Displaying more than one ad for the same company or person at a time
A network or service advertisers use to create online advertisements to be displayed on search engines or other webpages. Google AdWords is a channel. Channels are identified as PPC (pay-per-click) or non-PPC
Channel Campaign
A shell, or mock, campaign created specifically in your AdWords account to track the ROI (return on investment) and other advertising information for one or more of your ads running on a non-AdWords channel. Channel campaigns usually include one destination URL and one or more keywords.
Contextual Advertising
Google leverages our award-winning search technology to deliver relevant AdWords ads to content pages of sites and products in the Google Network. Our technology draws upon our understanding of the billions of pages in our search index and our ability to crawl web pages to figure out which keywords would lead a user to the page. Then, we match ads to the page based on those keywords
Conversion Page
The conversion page is the page that, when reached by a user, means business results for you. Depending on your type of site, it may be the page where a user will complete a purchase or fill out an interest form.
Conversion Rate
Your conversion rate is the number of conversions divided by the number of ad clicks. Conversions are only counted on Google and some of our Google Network partners. Using Website Optimizer, you'll be trying to increase your conversion rate and therefore improve your return on investment
Conversion Types
The type (purchase/sale, signup, page view, or lead) recorded in the generated code, allowing you greater specificity in your conversion statistics.
Cross-channel Conversion Tracking
A tool to analyze all your online advertising channels - such as search, email, or banner ads - through your AdWords account.
Daily Budget
The amount you're willing to spend on a specific AdWords campaign each day.
Destination URL
The destination URL is the exact URL within your website that you want to send users to from your ad.
Display URL
This is the URL displayed on your ad to identify your site to users
Double Serving
Displaying more than one ad for the same company or person at a time
Monday, May 21, 2007
Search Engine jargons - Vol.3
Account Activation
After signing up for AdWords, you will receive an email to verify your email address. You can then activate your account by logging in and submitting your credit card information. At that point, your ads start running
Activation Fee
A one-time fee applies when you activate your account. This amount is not credited toward the cost of clicks received
Activity
The Activity column of your Billing Summary page contains a list of charges and payments for the relevant time period. Fees and adjustments will also be included in this column.
Ad Group
An ad group contains one or more ads which target one set of keywords or sites. You set a bid (or price) for all the keywords or sites in the ad group. This is called a cost-per-click (CPC) or cost-per-thousand impressions (CPM) bid. You may also set prices for individual keywords or sites within the ad group.
Ad Rank/Positioning
A keyword-targeted ad's position is based on its Ad Rank, which is determined by your keyword or ad group's cost-per-click (CPC) bid times the matched keyword's Quality Score. For the top positions above Google search results, your ad's actual CPC is used instead of its CPC bid to determine its position.
Ad Scheduling
Ad scheduling lets AdWords users control the days and times their ad campaigns appear. Ad scheduling can be enabled for any AdWords Standard Edition campaign. Users may also choose an advanced mode, which allows them to raise or lower their bids for a campaign at certain times of the day.
Ad Serving
Ad serving is how often active ads within an ad group show in relation to one another. You can have one of the following two ad serving settings in your ad group
Ad Variations
Ad variations are multiple versions of an ad for a single product or service, all based on the same set of keywords. Variations are a good way to test many versions of the same message to see which works best with potential customers.
Affiliate
An affiliate is an individual advertiser or website owner who has a business relationship with a merchant to promote the merchant's product or service. The affiliate earns a small commission from the merchant for each referral that results in a sale; the merchant handles payment and fulfillment.
Average value
The total value of all conversions divided by the total number of conversions
After signing up for AdWords, you will receive an email to verify your email address. You can then activate your account by logging in and submitting your credit card information. At that point, your ads start running
Activation Fee
A one-time fee applies when you activate your account. This amount is not credited toward the cost of clicks received
Activity
The Activity column of your Billing Summary page contains a list of charges and payments for the relevant time period. Fees and adjustments will also be included in this column.
Ad Group
An ad group contains one or more ads which target one set of keywords or sites. You set a bid (or price) for all the keywords or sites in the ad group. This is called a cost-per-click (CPC) or cost-per-thousand impressions (CPM) bid. You may also set prices for individual keywords or sites within the ad group.
Ad Rank/Positioning
A keyword-targeted ad's position is based on its Ad Rank, which is determined by your keyword or ad group's cost-per-click (CPC) bid times the matched keyword's Quality Score. For the top positions above Google search results, your ad's actual CPC is used instead of its CPC bid to determine its position.
Ad Scheduling
Ad scheduling lets AdWords users control the days and times their ad campaigns appear. Ad scheduling can be enabled for any AdWords Standard Edition campaign. Users may also choose an advanced mode, which allows them to raise or lower their bids for a campaign at certain times of the day.
Ad Serving
Ad serving is how often active ads within an ad group show in relation to one another. You can have one of the following two ad serving settings in your ad group
Ad Variations
Ad variations are multiple versions of an ad for a single product or service, all based on the same set of keywords. Variations are a good way to test many versions of the same message to see which works best with potential customers.
Affiliate
An affiliate is an individual advertiser or website owner who has a business relationship with a merchant to promote the merchant's product or service. The affiliate earns a small commission from the merchant for each referral that results in a sale; the merchant handles payment and fulfillment.
Average value
The total value of all conversions divided by the total number of conversions
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