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Welcome to the frootful Glossary of Terms we hope you find this reference useful when looking into the exciting world of advertising and online marketing.
The glossary is not a complete guide. You can find additional information in our Advertising Resources area and by searching via frootful.
Glossary Index:
Ad Impression - Ad impressions are the number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad. Also known as banner impressions.
Affiliate
Marketing - A form of marketing wherein individuals
promote a business in exchange for a percentage of the sales
they generate.
Banner Ad – A graphic ad linked to an advertiser’s website. These usually run across the top of the page but can also run up the page (“skyscrapers”). Banners are usually limited by size.
Banner Impressions – Banner impressions are the number of times an ad is rendered for viewing. One impression is equivalent to one opportunity to see an ad. Generally referred to as ad impressions or just impressions.
Bid – How much
money an advertiser is willing to pay for a click to their
web site. The bid determines not only how much you pay for
a web site visitor but your rank in the listings for that
term on the search engine and their partners.
Broad Keywords – Keywords which are not specific. A term such as “Volvo
cars” is a broad or general term. One such as “used 2001 Volvo S80 ” is a specific term. In Google, Yahoo and frootful Search a term can be marked to have it only appear
when the searcher types all the words in or when only one or
more terms in the search term are entered. In the above
example: “used 2001 Volvo S80 ” if the term is marked as
a broad match it will appear if the user simply types in
“Volvo S80”.
Click – The
action of a user clicking on your ad in the sponsored links
or banner ad and going to your site. When this action
occurs your account is charged the bid cost for that click. Also known as a click through.
Click Fraud
– Any click that is made on a search term with malicious
intent, including the intentional depletion of a competitors
pay per click advertising budget or depletion of their daily
budget thus eliminating that competitor for the remainder of
that day. Affiliate programs are also becoming an
increasing source of fraud. Several programs are now
available on the market to monitor and spot fraudulent click
activity.
Content – The
words and information on a web page. An article in a
magazine about Bridal Gowns would contain content on the
subject. The term is used in internet advertising when
referring to pay per click ads placed on a content page of a
web site.
Content
Advertising – A pay per click ad or banner that
appears on the content page of another site or a related business web site.
Conversion – If you have an order form or a sign up page on
your site it is possible to track where these orders or
sign-ups originate from if they are from one of the pay per click
engines. When someone clicks through to your site and fills
out a form or orders a product this is called a conversion.
Conversion
Rate – The number of click through's it takes to get
a sign up or sale. The more clicks it takes to get a result
in terms of sign-up, sale, phone call or email the lower
your conversion rate. This is usually calculated in the
number of
clicks as well as cost per click. If you sell a product for
$25 where the cost to you is $5.00 and it takes five clicks
at $0.47 per click to get a sale your cost per conversion is
$2.35. With a profit of $17.65 you would have a high
conversion rate. The higher the conversion rate the better
your advertising campaign is working.
CPA – Cost per
Acquisition. How much money was spent in click charges in
order to obtain a new client or sale.
CPC – Cost per
click. How much does it cost to get a click through to your
site. For a specific search term. Once you set your maximum cost per
click, search engines will not go above that bid
price. They may go below it in determining the cost per
click. Obviously the cost you pay per click has a large
bearing on your cost per acquisition and return on
investment. This is why the selection of search terms and
bidding strategy is so vital to a successful pay per click
campaign.
CTR – Click
Through Rate. The average number of click through's to
your site per number of impressions. This results in a
percentage which is the CTR. If a term gets searched for
1000 times and your site was on the results page every time
and your ad was clicked on 100 times this would give a 10%
click through rate.
Flash Banner – An animated creative banner that does not have any advanced interaction opportunities.
Internet
Advertising – Any method used to promote and
advertise a web site on the Internet. This includes Pay Per
Click, Content Advertising, Pay for Inclusion, Search Engine
Optimisation, Email marketing, Affiliate Marketing, Banner
and Pop-Up advertising, Pay Per Call and others.
Keyword – A
word or series of words used to advertise or search for a
site in a search engine. Also called a search term, keyword
phrase or search string.
Keyword Bid
– The amount of money an advertiser is willing to spend
per click to get a prospect to their site.
Keyword Phrase – A series of words used to advertise or search for a
particular product, service or type of information in a
search engine.
Keyword
Research – The process of finding and deciding upon
the best keyword phrases on which to bid in order to
advertise a particular web site. This includes factors such
as the frequency for which a term is searched, the amount of
bid competition and price, how general or specific a certain
term is and potential return on investment.
Maximum Bid – the largest dollar (or cent) amount an advertiser is
willing to pay for each lick through to their web site from
that particular search term in that group of search engines.
Natural
Listings – Also called organic listings, natural
listings are those that appear in the search engines in an
area other than “Sponsored” listings. The presence and
order of these listings are subject to the evaluation of
that search engine’s algorithm and editorial policies. Search Engine Optimisation is a process of trying to
determine exactly what each engine is looking for and how to
make the web site pages answer those requirements.
Niche’ Keywords – Very specific search terms that relate to
a niche’ market. These types of keywords, if selected
carefully, can achieve amazing results in click-through and
return on investment.
Organic
Listings - Also called natural listings natural
listings are those that appear in the search engines in an
area other than “Sponsored” listings. The presence and
order of these listings are subject to the evaluation of
that search engine’s algorithm and editorial policies. Search Engine Optimisation is a process of trying to
determine exactly what each engine is looking for and how to
make the web site pages answer those requirements.
Paid Inclusion
– Some search engine such as Yahoo, Looksmart, Exactseek
and Lycos use a pay for inclusion model. Here you pay a fee
to have an editor look at your site and decide if they want
to include it in their index. With some paid inclusion
search engines you are guaranteed that your site will appear
somewhere in their listings and with some you are not even
guaranteed that much. The fees for paid inclusion vary. With Looksmart you pay both the listing fee and a pay per
click charge.
Pay Per Click Search Engine – Any one of many search
engines that put sponsored ads at the top of, bottom or to
the side of their natural listings. The two top tier pay
per click search engines are Google and Yahoo (which
recently purchased Overture). Findwhat has now joined with
Espotting and Comet Systems under the name Miva and is now
the third largest pay per click engine.
PPC – Pay Per
Click.
PPC Advertising – Currently the largest and most popular form of Internet
advertising. An advertiser pays for each click through to
their site from a search on one of the Pay Per Click search
engines.
Rich Media - A term for advanced technology used in Internet ads, such as streaming video, applets that allow user interaction, and special effects. Rich Media campaigns employ a separate rich media server to implement and measure metrics other than click through such as user interaction, etc.
Ranking - The
relative position held by a web site for a given search term
in a search engine.
ROI – Return on
Investment. The amount of money you make as a result of the
money spent on an advertising campaign.
Search String – Also called search term, keyword, or keyword phrase. The
words typed into a search engine by the user.
Search Term – Also called search string, keyword or keyword phrase. A
word or series of words typed into a search engine.
SEO (SEM) – Search
Engine Optimisation (or Search Engine
Marketing) . The altering of the content and meta
tags of a web site in order to make it more “search engine
friendly”. The goal of search engine optimisation is to get
a site to rank as high as possible in the natural listings
for a particular search term. This is a key process in making a site and its content highly relevant for
both search engines and searchers. Successful search marketing helps a site gain
top positioning for relevant words and phrases.
SERP – The SERP is otherwise known as the Search Engines Results Page. This is the page
that users see after typing their search query into the search box.This page lists results of the searcher's query, sorted in terms of relevancy. Gaining a page one or two SERP listing is highly desirable for businesses targeting B2B and/or B2C sales. Since conversion
starts at the SERP, it is an important job of the search marketer to obtain
strong call-to-action listings that entice the click.
Unique Clicks – A unique click is a single click by a single user. When unique clicks are measured, it is an aggregate number of how many times that URL was clicked by individual users (not the complete total of all users or all clicks.)
Unique Impressions – Impressions are counted each time a page is visited by a user, so a single user can count up numerous impressions for one website. However, publishers and advertisers are also interested in unique impressions, which count only the number of unique visits to a website. For example, if Stephen views 4 pages on a website, while Jonathan views 4 and Jay views 10, their visits would total 18 impressions, but only 3 unique impressions.
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