Glossary

Adwords Editor: A software application by Google to make account changes without posting live until you’re ready. Adwords editor is free and allows you to add new campaigns/ad groups/keywords or to make bid changes and more.

Bounce Rate: Percent of people who enter your site but leave without visiting any other page.

Click-Through Rate (CTR): A way of measuring the success of an online advertising campaign. A CTR is determined by dividing the number of users who clicked on an ad by the number of times the ad was delivered (impressions).

Content Network: A group of Web sites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads. For example: Google AdSense or the Yahoo Publisher Network.

Conversion: When a user/customer completes a sale, a form, submits and email or downloads a whitepaper, etc.  A conversion is essentially the same as a lead.

Cost-per Thousand (CPM): An ad model that charges advertisers every time an ad is displayed to a user, whether the user clicks on the ad or not. The fee is based on every 1,000 ad impressions (M is the Roman numeral for 1,000). Most display ads, such as banner ads, are sold by CPM.

Cost-per-Click (CPC): The amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website.

Googlebot: Google uses several user-agents to crawl and index content in the Google.com search engine. Googlebot describes all Google spiders. All Google bots begin with “Googlebot”; for example, Googlebot-Mobile: crawls pages for Google’s mobile index; Googlebot-Image: crawls pages for Google’s image index.

Inbound Links: The links on other websites that point to your site. Perhaps the most important factor in the ranking of your site, inbound (alternatively “incoming”) links are seen as a vote of confidence in the eye’s of search engines, most notably Google. Quality and quantity are important, with preference being given to sites relevant to your topic.

Negative Keywords: Advertisers add negative keywords to their account so their ads do not display when a customer types in a search query containing that keyword.  Negative keywords help you qualify the clicks to your site more effectively.

PageRank: The name of the patented method Google uses to rate websites. Each site is ranked from 1-10 (10 being the highest) based on Google’s proprietary algorithm. It’s largely based on the number and relevance of sites linking to yours.

Quality Score: A score assigned by search engines that is calculated by measuring an ad’s clickthrough rate, analyzing the relevance of the landing page, and considering other factors used to determine the quality of a site and reward those of higher quality with top placement and lower bid requirements. Some factors that make up a quality score are historical keyword performance, the quality of an ad’s landing page, and other undisclosed attributes. All of the major search engines now use some form of quality score in their search ad algorithm.

Return on Investment (ROI): Ratio of money gained or lost on an investment relative to the amount of money invested.

Site Map: A special page on a web site that contains a tree-like representation of the link structure of the site. It allows a search engine spider to index all the most important pages of the site with ease because it can access them all from one page. A link to the site map should be clearly accessible/indexable from the home page at least.

Title Tag: This tag is used to specify what text appears at the top of a browser window when visiting a web page. It also appears as the link text when your web site appears in search engine results. It can influence rankings a great deal so spend time ensuring that the right text is in it (i.e. include keywords/keyphrases relevant to the web page).