Let’s face it, some of us are not comfortable asking for directions.
Here is a list of online marketing “tech-talk”, “jargon” and and general definitions.
Hope it helps, if not ask me and I wont tell anyone.
0417 305 228
A/B Testing – In A/B testing, you unleash two different versions of a keyword, advertisement, website, web/landing page, banner design or variable and see which performs the best. You test version A vs. version B to see how different versions perform.
Above the fold
With reference to the top part of a newspaper, the term is used in Internet marketing to describe the top part of the page that the user can see without scrolling down.
Number of times users click on an ad banner.
Ad Groups – A group of ads within a Campaign. A set of ads and related keywords within a campaign. The ads can be displayed to prospective customers searching for or viewing content related to your keywords and/or ads. You can apply a default ad group bid to all keywords in an ad group or set custom bids for individual keywords.
Ad Group Bid
The default bid you set to apply to keywords in an ad group. You can override the ad group bid for a keyword by setting a custom keyword bid.
Ad Scheduling – In internet marketing, Ad Scheduling is the practice of scheduling the day into several parts, during each of which a different t advertising rule is applied based on advertising objective, budget, and competitors.
Ad Views (Impressions)
Number of times an ad banner is downloaded and presumably seen by visitors. If the same ad appears on multiple pages simultaneously, this statistic may understate the number of ad impressions, due to browser caching. Corresponds to net impressions in traditional media. There is currently no way of knowing if an ad was actually loaded. Most servers record an ad as served even if it was not.
an aggregator or broker of advertising inventory for many websites. Advertising networks are the sales representatives for the Web sites within the inventory.
A marketing partner that promotes your product or services under a pay-for-results agreement.
The process a search engine applies to web pages so it can accurately produce a list of results based on a search term. Search engines regularly change their algorithms to improve the quality of the search results. Hence search engine optimization tends to require constant research and monitoring.
Anchor text refers to the visible clickable text for a hyperlink. For example: < a href="http://www.lazworld.com/" >This is the anchor text< /a >The text usually gives visitors or search engines important information on what the page being linked to is about.
A feature that allows you to understand a wide range of activity related to your website and your online marketing activities. Using analytics provides you with information to help optimize your campaigns, ad groups, and keywords, as well as your other online marketing activities, to best meet your business goals.
Application Programming Interface
American Standard Code for Information Interchange
Microsoft Active Server Pages. Also know as Application Service Provider.
Microsoft Active Server Page Framework
Below the Fold
The maximum amount that you are willing to pay for a click.
A percentage or a fixed monetary amount by which to increase a bid for cases where traffic appears to be consistent with your selected targeting preferences. This is an optional feature that you can use to more competitively bid for certain targets.
When campaign optimization is turned on, the bid limit defines the maximum amount that you are willing to pay for a click.
Black Hat SEO – Those who practice search engine optimization with unethical methods.
Blog – A blog is an online journal or “log” of any given subject. Blogs are easy to update, manage, and syndicate, powered by individuals and/or corporations and enable users to comment on postings.
A bookmark is an easy way to find your way Back to a web site — just like a real bookmark helps you keep your place in a book you are reading.
Abbreviation for robot (also called a spider). It refers to software programs that scan the web. Bots vary in purpose from indexing web pages for search engines to harvesting e-mail addresses for spammers
Bounce Rate – This shows a percentage of entrances on any given page that resulted in an exit from the page without entering any other page on the site.
BBS (Bulletin Board System)
Software that enables users to log into email, usenet and chat groups via modem.
A feature that automatically manages campaigns for you to help maximize the effectiveness of your spending, based on guidelines you provide. Campaign optimization saves you time while helping you achieve your business objectives.
Cache is a storage area for frequently accessed information. Retrieval of the information is faster from the cache than the originating source. There are many types of cache including RAM cache, secondary cache, disk cache, and cache memory to name a few.
Percentage of times a user responded to an advertisement by clicking on the ad button/banner. At one time the granddaddy of Web-marketing measurements, click-through is based on the idea that online promotions that do what they’re intended to do will elicit a click. CTR is one metric Internet marketers use to measure the performance of an ad campaign.
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.
Online: Google AdSense or Yahoo Publisher Network.
A pay-per-click campaign tactic that helps your ads display on sites throughout the Yahoo! distribution network. With Content Match, a number of variables can be used to determine your ad’s placement, including the content of your ad title, description and landing page, as well as user information, and other relevant data.
Advertising that is targeted to a Web page based on the page’s content, keywords, or category. Ads in most content networks are targeted contextually.
This is the percentage of your clicks that generate sales or leads.. This number is given by dividing the number of sale/leads by the number of clicks you send to the offer. For example, if 100 clicks generated 100 visitors to your site, and they generate 5 sales/leads then your conversion rate would be 20%
A file on your computer that records information such as where you have been on the World Wide Web. The browser stores this information which allows a site to remember the browser in future transactions or requests. Since the Web’s protocol has no way to remember requests, cookies read and record a users browser type and IP address, and store this information on the users own computer. The cookie can be read only by a server in the domain that stored it. Visitors can accept or deny cookies, by changing a setting in their browser preferences.
Content (A/B) Testing – Testing the relative effectiveness of multiple versions of the same advertisement, or other content, in referring visitors to a site. Multiple versions of content can be uniquely identified by using a utm_content variable in the URL tag.
Cost Per Action. A form of advertising where payment is dependent upon an action that a user performs. The action could be making a purchase, signing up for a newsletter, or asking for a follow-up call. An advertiser pays a set fee to the publisher based on the number of visitors who take action. Many affiliate programs use the CPA model.
Cost Per Click. Also called Pay per Click (PPC). A performance-based advertising model where the advertiser pays a set fee for every click on an ad. The majority of text ads sold by search engines are billed under the CPC model.
A website marketing campaign based on a cost-per-click price where you only pay for the visitors that click on your listings. Hitwise Search Marketing provides guaranteed traffic at competitive cost per click prices. Due to our relationships with search engines combined with our optimization techniques, the price of marketing your website is lowered drastically.
Cost Per Lead
CPM is the cost per thousand for a particular site. An advertiser that charges 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.
Customer Relationship Management, CRM tool desktop or online software designed to manage your customer data fro the purpose of building relationships.
Cascading Style Sheet (file.css)
Click Through Rate
Crawl – An automated, computerized algorithm hosted by search engines that browses the web. The programs create a copy of each webpage for future indexing by the search engines
An index of websites based mainly on human editing and categorization. In most cases the content is submitted to the directory, the editorial team will then approve a title and description and place the URL in an appropriate category. For example, Yahoo! is a human edited directory.
The process of creating a submission that is designed to increase the ranking according to relevant search terms. This process is especially important for paid submissions as an optimized submission greatly enhances the chances of receiving a good ROI.
Dynamic Hypertext Markup Language
DNS – Domain Name System
Translates domain names to IP addresses. When a domain name is delegated to a name server, the domain name system ensures the name can be translated to the IP address of the web server.
A domain is the main subdivision of Internet addresses, the last three letters after the final dot, and it tells you what kind of organization you are dealing with. There are six top-level domains widely used: .com (commercial) .edu (educational),.net (network operations), .gov (US government), .mil (US military) and .org (organization). Other, two letter domains represent countries; thus;.uk for the United Kingdom, .dk for Denmark, .fr for France, .de for Germany, .es for Spain, .it for Italy and so on.
Duplicate Content – Refers to webpages with the same content across the same domain name and across different domain names.
Advertisements rotate on a timed basis.
File Transfer Protocol. A protocol that allows the transfer of files from one computer to another. FTP can also be used as a verb.
Delivery of ads specific to the geographic location of the searcher. Geo-targeting allows the advertiser to specify where ads will or won’t be shown based on the searcher’s location, enabling more localized and personalized results.
Online: Local Internet Marketing
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.
GIF (Graphic Interchange Format)
GIF (pronounced “gift”) is a graphics format that can be displayed on almost all web browsers. It is a common compression format used for transferring graphics files between different computers. Most of the “pictures” you see online are GIF files. They display in 256 colors and have built-in compression. GIF images are the most common form of banner creative.
A GIF animation tool that creates sequences of images to simulate animation and allows for transparent Background colors. Animated GIF’s can generate higher response rates than static banners.
Googlebot – The name of the spider used by Google. Instructions to Googlebot can be directed in the robots.txt file. Googlebot statistics can be viewed with web analytics software, on web server logs, and in Google webmaster tools.
Google Webmaster Tools – A webmaster resource that will help you with the crawling and indexing of your website.
Online: Google Webmaster Central
A hit is simply any request to the web server for any type of file. This can be an HTML page, an image (jpeg, gif, png, etc.), a sound clip, a cgi script, and many other file types. An HTML page can account for several hits: the page itself, each image on the page, and any embedded sound or video clips. Therefore, the number of hits a website receives is not a valid popularity gauge, but rather is an indication of server use and loading.
The page designated as the main point of entry of a Web site (or main page) or the starting point when a browser first connects to the Internet. Typically, it welcomes you and introduces the purpose of the site, or the organization sponsoring it, and then provides links to the lower-level pages of the site. In business terms, it’s the grabber. If your home page downloads too slowly, or it’s unclear or uninteresting, you will probably lose a customer.
An Internet host used to be a single machine connected to the Internet (which meant it had a unique IP address). As a host, it made available to other machines on the network certain services. However, virtual hosting has now meant that one physical host can now be actually many virtual hosts.
HyperText Markup Language is a coding language used to make hypertext documents for use on the Web. HTML resembles old-fashioned typesetting code, where a block of text is surrounded by codes that indicate how it should appear. HTML allows text to be “linked” to another file on the Internet.
Any text that that can be chosen by a reader and which causes another document to be retrieved and displayed.
This is the clickable link in text or graphics on a web page that takes you to another place on the same page, another page or a whole other site. It is the single most powerful and important function of online communications. Hyperlinks are revolutionizing the way the world gets its information.
Impression (Ad Impression or Page Impression)
The ad impression is the metric a site uses for measuring inventory. Different definitions exist for this term: 1. The viewing of a page or ad(s) by the user. The assumption is that the page or ad images were successfully downloaded and the user viewed the page or ads on the page are recorded whether or not a user clicks on an ad. 2.The request for a page or ad. Agencies usually collect a fee for every thousand impressions (hence the term CPM Ð cost per thousand).
An inbound link is an hyperlink to a particular Web page from an outside site, bringing traffic to that Web page. Inbound links important because many search engine algorithms use the quality and quantity of inbound links to measure the popularity of a Web page.
Means “something in between” and is a page that is inserted in the normal flow of content between a user and a site. An Interstitial Ad is an “intrusive” ad unit that is spontaneously delivered without specifically being requested by a user. Blocking the site behind it, Interstitial Ads are designed to grab consumers’ attention for the few nanoseconds it takes them to close the window. Interstitial’s can be full pages or small daughter windows. Also referred to as “pop-ups.”
The number of ads available for sale on a Web site. Ad inventory is determined by the number of ads on a page, the number of pages containing ad space and the number of page requests.
Internet Protocol address. Every system connected to the Internet has a unique IP address, which consists of a number in the format A.B.C.D where each of the four sections is a decimal number from 0 to 255. Most people use Domain Names instead and the resolution between Domain Names and IP addresses is handled by the network and the Domain Name Servers. With virtual hosting, a single machine can act like multiple machines (with multiple domain names and IP addresses).
To deliver content based on the IP address of the computer requesting the URL. Sometimes used to tailor content to different user groups.
ISP (Internet Service Provider)
A business that provides access to the Internet. Its services are available to either individuals or companies, and include a dial-in interface with the Internet, software supply and often web site and intranet design. There are currently over 3,000 ISPs in the U.S. alone. It’s a growth business, and as a result pricing is highly competitive, so shop around.
Java is an object oriented programming language created by Sun Microsystems that supports enhanced features such as animation, or real-time updating of information. If you are using a web browser that supports Java, an applet (Java program) embedded in the Web page will automatically run.
JPEG (Joint Photographic Experts Group)
JPEG (pronounced “jay peg”) is a graphics format newer than GIF which displays photographs and graphic images with millions of colors, it also compresses well and is easy to download. Unfortunately, not many browsers currently support it, so don’t use it for your logo.
A word — or often phrase — used to focus an online search. A keyword is a database index entry that identifies a specific record or document. Keyword searching is the most common form of text search on the web. Most search engines do their text query and retrieval using keywords. Unless the author of the web document specifies the keywords for her document (this is possible by using meta tags), it’s up to the search engine to determine them. Essentially, this means that search engines pull out and index words that are believed to be significant. Words that are mentioned towards the top of a document and words that are repeated several times throughout the document are more likely to be deemed important.
Online: Keyword Services
Keyword Matching – In Google Ad Words, there are four different keyword matching options, each specifying a different way for a keyword to interact with search queries. With some options, you’ll enjoy more ad impressions; with others, you’ll get fewer impressions (but potentially more targeted clicks). By applying the appropriate matching options to your keywords, you can best meet your ROI goals.
Your options are:
Broad Match – This is the default option. If your ad group contained the keyword tennis shoes, your ad would be eligible to appear when a user’s search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers. Run a Search Query Performance Report to see what keyword variations trigger your ad.
Phrase Match – If you enter your keyword in quotation marks, as in “tennis shoes,” your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query red tennis shoes but not for shoes for tennis, tennis shoe, or tennis sneakers. Phrase match is more targeted than broad match, but more flexible than exact match.
Exact Match – If you surround your keywords in brackets – such as [tennis shoes] – your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn’t show for the query red tennis shoes or tennis shoe. Exact match is the most targeted option. Although you won’t receive as many impressions with exact match, you’ll likely enjoy the most targeted clicks – users searching for your exact keyword typically want precisely what your business has to offer.
Negative Keyword – If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad-matched keywords. It’s a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword.
Keyword Bidding is the process or method used by search engines marketers to determine the ranking of paid keywords results in AOL, Google, MSN, Yahoo, and other search engines that require pay per click advertising to determine your ranking and positioning in their search results and in content results on networked partners’ sites.
Online: Keyword Bidding
A term that migrated from software development to online. It is nothing more than tech-talk for the eternal search for next big idea.
The amount of time between making an online request or command and receiving a response. Until lag time becomes no time at all the Internet will not be consumer-friendly, and its profit potential will remain limited.
LAN (Local Area Network)
A computer network — which for some reason is pronounced “land” — limited to a certain area, usually a single floor or building. The web is a network, but not a LAN.
Link bait is a form of spam in the form of editorial content posted on a blog or Web page and submitted to social media sites in hopes of building inbound links from other sites.
The process of getting quality Web sites to link to your Web site, in order to improve search engine rankings. Link building techniques can reciprocal linking, entering barter arrangements, and may include buying links.
A measure of inbound links. Several search engines have included this factor into their algorithms, the most notable being Goggle with their trademarked PageRank.
Maximum CPM bidPrint
A maximum CPM bid is the highest amount that you’re willing to pay for each 1000 impressions your ad receives. CPM stands for cost-per-thousand impressions.
Data about Data
Meta Search Engine
A search engine which gathers the results of other search engines to provide an wider range of results
Online: Meta Tag Generator
Multi-purpose Internet Mail Extensions, a method of encoding a file for delivery over the Internet.
The file format that is used to compress and transmit movies or video clips online.
A process by which more than one component of a website may be tested in a live environment. It can be thought of in simple terms as numerous A/B tests performed on one page at the same time.
Network (Ad Network)
An aggregator or broker of advertising inventory from many sites – 24/7 Europe is an Ad Network.
Network Solutions Inc.
Online: Network Solutions Inc.
Opt in/Opt out
An email marketing promotion that typically gives consumers an opportunity to “opt in” (taking action to be part of the promotion) or to “opt out” (taking action to not be part of the promotion). Marketers can be sensitive about the distinction, although many are secretly anxious about the day when email, like real-world direct mail, becomes an opt-out medium.
The opportunity for an HTML document to be appear in a browser window as a direct result of a visitors interaction with a Web site (IAB). The page request is for a browser to “get’ a page from a site and this request is recorded by the server log.
An advertising pricing model in which advertisers pay agencies based on how many consumers clicked on a promotion. Condemned by advertisers and agencies alike for its many marketing vagaries and technical loopholes.
An advertising pricing model in which advertisers pay agencies based on how many consumers see their promotions.
An advertising pricing model in which advertisers pay agencies based on how many consumers actually buy something as a direct result of the promotion. Despised by agencies for the wretched accountability it brings to their lives.
Hypertext Preprocessor (file.php)
A program application that can easily be installed and used as part of a Web browser. Once installed, plug-in applications are recognized by the browser and its function integrated into the main HTML file being presented.
Portable Network Graphics (file.png)
Pay Per Click. A type of campaign or service which applies a CPC price to relevant keyword phrases to easily and accurately calculate positioning, online marketing costs and ROI for your website. As opposed to a Maintenance or Optimization SEO campaign, the client only pays for the traffic that is provided, based on the agreed CPC.
A method of publishing audio files to the Internet for playback on mobile devices and personal computers.
A Web site or service that offers a broad array of resources and services, such as email, forums, search engines, and on-line shopping malls. The first Web portals were online services, such as AOL, that provided access to the Web, but by now most of the traditional search engines have transformed themselves into Web portals to attract and keep a larger audience. Also known as a “gateway to the Internet”.
A set of rules that governs how information is to be exchanged between computer systems. Also used in certain structured chat rooms to refer to the order in which people may speak.
A request for information, usually to a search engine. A key word or phrase that instructs the search engine to find documents related to the user’s request.
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.
An ad’s standing in comparison to other ads, based on the graphical click-through rate. Rank provides advertisers with information on an ad’s performance across sites.
Unique Web users that visited the site over the course of the reporting period, expressed as a percent of the universe for the demographic category. Also called unduplicated audience
The URL or webpage that the user clicked on to arrive at your web page. This is often recorded in the log files via the web server software.
Reputation management is the process of controlling, managing, and tracking an entity’s online reputation for its brand name, or for an individual name, or keyword.
Online: Reputation Management
See spider or crawler.Robots.txt
A file place on your website directory tree which gives instructions to robots/spiders as to what content to access.
Return on Ad Spend
Return on investment = (Revenue – Cost)/ Cost, expressed as a percentage. A term describing the calculation of the financial return on a Internet marketing or advertising initiative that incurs some cost. Determining ROI and the actual ROI in Internet marketing and advertising has been much more accurate than television, radio, and traditional media.
Rich Site Summary or Really Simple Syndication. RSS is an acronym for Rich Site Summary, an XML format for distributing news headlines on the Web, also known as syndication. First started by Netscape as part of the My Netscape site, it expanded through Dave Winer and Userland.
Online: http://my.netscape.com & http://www.userland.com
An advertiser pays for the chance to have their ad display when a user searches for a given keyword. These are usually text ads, which are displayed above or to the right of the algorithmic (organic) search results. Most search ads are sold by the PPC model, where the advertiser pays only when the user clicks on the ad or text link.
A program that searches documents for specified keywords and returns a list of the documents where the keywords were found. Although search engine is really a general class of programs, the term is often used to specifically describe systems like Alta Vista and Excite that enable users to search for documents on the World Wide Web and USENET newsgroups.
SEM – Search Engine Marketing
The process of building and marketing a site with the goal of improving its position in search engine results. SEM includes both search engine optimization (SEO) and pay per click advertising (PPC), as well as using all other areas and services offered by Search Engines.
Text that is typed into a search engine to gain results leading to related content.
A series of transactions or hits made by a single user. If there has been no activity for a period of time, followed by the resumption of activity by the same user, a new session is considered started. Thirty minutes is the most common time period used to measure a session length.
Search Engine Marketing
Search Engine Management
Online: Search Engine Management
Search Engine Optimization is the ongoing process of making a site and its content highly relevant for both search engines and searchers. SEO includes technical tasks to make it easier for search engines to find and index a site for the appropriate keywords, as well as marketing-focused tasks to make a site more appealing to users. Successful search marketing helps a site gain top positioning for relevant words and phrases.
SEO Services are designed to get your website a top ranking in the results of search engines for any given keyword.
Search Engine Positioning
Search Engine Promotion
Search Engine Placement
Search Engine Results
Search Engine Results Page. The page searchers see after they’ve entered their query into the search box. This page lists several Web pages related to the searcher’s query, sorted by relevance. Increasingly, search engines are returning blended search results, which include images, videos, and results from specialty databases on their SERPs.
Social Media Optimization
A term used to describe search engines such as Yahoo and Alta Vista, because of the way they cruise all over the world wide web to find information. It is a software program which combs the web for new sites and updated information on old ones, like a spider looking for a fly.
A bridge page between an advertisement and an advertiser’s Web site that provides product information and hotlinks. Splash pages are replacing many home pages — particularly on sites more involved with news and publishing — as gateways into web content. They start with a bigger “splash,” more graphics and timely information, and change often — like the cover of a magazine
A measure used to gauge the effectiveness of a site in retaining individual users. The term is typically used in promotional material when traffic numbers are too low to be effective in lauding a site’s performance. Never mind the quantity, feel the stick.
Individual keywords or phrases for organizing content
Banners or other promotions aimed, on the basis of demographic analysis, at one specific subsection of the market.
An element of a web page which appears in the top left of most browsers. It is also the part of a directory submission that represents the title of the website. Arguably one of the most important parts of SEO is ensuring an optimized title or unique titles across all pages of a website.
Generally measured by the amount of visitors to a website. Hitwise Search Marketing measures search generated traffic separately by recording referrals from known search engines and directories.
The total number of different users, or different computer terminals which have visited a Web site. This is measured using advanced tracking technology or user registration.
Uniform Resource Locator, an HTTP address used by the World Wide Web to specify a certain site. This is the unique identifier, or address, of a web page on the Internet. URL can be pronounced “you-are-ell” or “earl.” It is how web pages, ftp’s, gophers, newsgroups and even some email boxes are located.
Any advertising that propagates itself.
A vlog is a video blog.
A sequence of requests made by one user at one site. If a visitor does not request any new information for a period of time, known as the “time-out” period, then the next request by the visitor is considered a new visit. To enable comparisons among sites, I/PRO uses a 30-minute time-out.
Virtual Private Network
A term that refers to a second generation of Internet-based services. These usually include tools that let people collaborate and share information online, such as social networking sites, wikis, communication tools, and folksonomies.
A HTML (Hypertext markup Language) document on the web, usually one of many together that makeup a web site.
The individual assigned to administering a corporation or organization’s web site. This person lays out the information trees, designs the look, codes HTML pages, handles editing and additions and checks that links are intact. In addition, he or she monitors, routes and sometimes responds to email generated by the site
The virtual location for an organization’s presence on the World Wide Web, usually making up several web pages and a single home page designated by a unique URL.
A widget is a live update on a website, webpage, or desktop. Widgets contain personalized neatly organized content or applications selected by its user.
What you see is what you get. A type of editor used for creating web pages.
Magazines that are published digitally, rather than on paper. Some are mainstream, others are oddball and cover almost every topic imaginable.