A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

A/B Testing -

It is in its simplest Pay per click form is a dynamic approach to test advertising copy. It is the process of variously displaying two ads for the purpose of determining which add drives more click troughs’ and conversions to a website.

Above the Fold -

Newspaper advertising terminology, that refers to any listings above the bottom of the SERP landing page viewed without scrolling down.

Acquisition Strategy -

Any marketing strategy used to persuade internet users to become customers.

Ad Copy -

The text message located between the ad title and the display URL in a pay per click ad.

Ad Title -

The first line of text located at the top of a pay per click ad. It is also often times referred to as the headline.


Googles pay per click advertising program name.

Algorithm -

A mathematical formula used by search engines to return relevant results to search engine queries. The core of the formula is based on assigning numeric values to the alphabet. When a search query is performed the letters are translated into numeric values then the search engines data base is searched for a relevant response based on values assigned to documents within the data base.

Analytics -

Analytics are codes installed on web pages that provide information to website owners. This information can then be compiled and sorted to reveal critical information for review.

Base URL -

A base URL is a web address that does not include a filename at the end of the web address.

Behavioral Targeting -

The process of identifying targeted customers who have demonstrated similarities in behavior. In addition, these potential customers can be identified through age, location, gender, affiliations, interest as well as behavior that can be tracked that includes pages viewed, subscriptions, web site topics visited, profiles etc…

Bid management software -

Software that manages PPC campaigns automatically.

Broad Match -

A keyword matching method in which an ad is matched with searches that are similar to the specified keywords.

Bucket -

A bucket is a grouping of keywords that are believed to be relevant to search terms used to find a web site.

Buying Funnel -

A buying funnel refers to a cycle of user’s behavior path to purchase a product. According to Google there are six steps in the buying cycle. They are: Awareness, Interest, Consideration, Purchase, Retention, and Advocacy.


Acronym for the Cost of Acquisition, it refers to the money spent to acquire a customer on the internet.

Content -

It is the subject of your Web site.


Acronym for the Cost per Acquisition, it is a mathematical calculation that is used to determine the average cost of acquiring a new customer. (Total cost of ad campaign/total number of transactions = CPA)


Acronym for Cost Per Click, in PPC it is the amount the search engine charges when a customer clicks on an ad.


Acronym for the cost per thousand, or the cost associated for ad display impressions.


Acronym for Click through Rate, normally expressed as a percentage of click through divided by the number of impressions.


Acronym for call to action, a call to action attempts to get site visitor to perform a task such as sign up for a newsletter, download a white paper, and ultimately buy a product.

Click Bot -

A software program used to commit click fraud.

Click Fraud -

A tactic used by competitors to artificially inflate and or deplete their competitor’s PPC budget resources.

Click Through -

The process of physically clicking on a hypertext link to view the destination is considered a click through.

Click through Rate -

Click through rate is the percentage of clicks as compared to the number of impressions.

Client -side Tracking -

Client side tracking involves the tagging of web pages to track user actions

Cloaking -

The process of showing one page to a search spider or robot and then displaying another page to a user is often referred to as cloaking.

Competitive analysis -

In the online community competitive analysis is the process of evaluating competing sites strengths and weaknesses. The process can include; traffic analysis, keyword evaluation, calls to actions, sources of clicks etc…

Content Network -

Most Pay per Click search engines have the ability to serve display ads on pages that a user is viewing. Ads are placed on pages with related content.

Content Sharing -

This is the process of sharing content with other Web sites in a co-op effort.

Content Targeting -

An ad serving process that displays keyword triggered ads related to the content of the website a user is viewing.

Contextual advertising -

Advertising that is placed on a content page rather than on a SERP.

Conversion action

The action you want a visitor to take on your web site.

Conversion Rate/Ratio -

It is a mathematical formula used as a measurement expressed as a percentage of impressions to actual clicks.

Day Parting -

Day parting is a strategy to display PPC ads on specific days, days of the week, time of day etc.

Dead Link -

A dead link is described as a link that leads to a missing or broken page.

Deep linking

This type of linking is a strategy used to tie keyword query results to specific pages deep within a website.

Domain Name -

The portion of you a web address that follows the www and ends with an extension such as .com, .net, .edu, .gov, .mobi.

Doorway Page-

Not to be confused with a landing page, it is a web page created to obtain better search engine results through SEO.

Editorial Review Process -

A review taken by PPC search engines to review the relevance and compliance with the search engines editorial policy is the Editorial review process.

Exact Match -

A keyword matching method in which an ad is matched with searches that include the exact keyword phrase.

Gateway Page -

A gateway page is a page that is optimized specifically to reach a targeted audience. It acts as an index page that leads to the rest of your website.

Geo-Targeting -

Geo-Targeting is a strategy used to display ads based on the IP address of users. The benefits of geo-targeting include allowing ads to be displayed only to customers within a defined location such as zip codes etc..

Google Adwords Professional -

Often referred to as a GAP, these are individuals that have met Google’s advertising guidelines and have certified knowledge of the Adwords PPC tools.


HTML is a web authoring language used to build websites.


Hypertext Transfer Protocol


Hypertext Transfer Protocol Secure

Impression -

One view or display of an ad is consider an impression.

IP Address-

An IP address is an abbreviation for Internet Protocol address. It is a traceable address for a computer on the internet.

Invisible Text -

Historically investible text was used to influence search engine results pages through the practice of planting keyword in the background of web pages by displaying the text as the same color as the background, making them invisible to the human eye.


A keyword is a single word related to a specific topic or subject

Keyword/Keyword Phrase-

As it relates to the internet, it is combination of words that basically describe a web site. Internet user type keyword phrases into the search query box when surfing the internet.

Keyword Density -

Keyword density is percentage expression that defines the number of times your keyword appears in your text. One formula used to calculate KD is:
KD=N/T. KD= Keyword Density, N=number of times the keyword appears in the HTML document, T=total number of words in the HTML document.

Keyword Research-

Keyword research is a process used to undercover and evaluate words that are relevant to the objectives of a web site. Once keyword research is done, these words and or phrases are incorporated into HTML coding of a website to produce optimum results.


KPI or Key Performance indicators are metrics that are identified as critical measurements and used to quantify results from internet marketing initiatives.


KPI or Key Performance indicators are metrics that are identified as critical measurements and used to quantify results from internet marketing initiatives.


KEI is an acronym for Keyword Effectiveness Index. It is a formula that takes the number of types a keyword was searched, square it and divides that number by the number of pages competing for rankings for that search term.

Keyword Effectiveness Index -

A numeric value that is given to a keyword or keyword phrase, it’s acronym is KEI. The formula is KEI = (P^2/C). P is the popularity of the keyword. C is the competition for the keyword. The symbol ^ stands for the “power of”.

Keyword Overuse -

Keyword overuse is the act of repeating keywords in an inappropriate manner in an effort to obtain a higher SERP result.

Landing Page -

When a user clicks on a PPC ad the page that appears is referred to as the landing page.

Long Tail/Long Tail Keyword -

These terms refer to a search query that includes three, four, five and more keywords in the search query box.

Longitude/Latitude targeting -

These terms refer to a Pay per Click strategy that involves identifying specific longitude and latitude parameters for ad displays.

Meta-Search Engine -

MSE is a search engine that displays results from multiple search engines or directories.

Metrics -

As it relates to internet marketing, it is a quantification used to measure results within a marketing action or strategy.

Minimum Bid -

For the purpose of Pay Per Click Advertising, it is the least amount an advertiser can bid for a keyword and still be active within an ad campaign.

Negative Keywords -

Normally used with a minus sign within the keyword bucket, these are words that are identified as irrelevant and consequently cause exclusion form search results.

Negative Match -

A form or strategy used in keyword matching. Ads are never matched with searches that include the specified negative keyword.

Organic search results -

Organic results are the listing returned by the search engine without paid ad sponsorship.

Offline sales -

Offline sales is the action a user takes after reviewing a product or service on line and then buying said product or service through means other than on the internet.


PPC is an acronym for Pay Per Click.

Pay per call-

Pay per call that is sometimes incorporated into internet marketing where a telephone number is included as a call to action. These call are placed through an identified number assigned to the action and expense associated with the action are tracked back to the advertiser.

Position -

In the PPC world it is the location of sponsored ads on the SERP.

In the PPC world it is the location of sponsored ads on the SERP.

A keyword matching strategy that in which an ad is placed with searches that include the exact keyword phrase, though with other words before or after the specified keyword phrase.

Position Preference

Position Preference is the advertiser desired location on the sponsored results listings on a SERP. Strategically it may be more effective to be located in the number three position rather than the number one position.

PPC advertising -

PPC advertising is an acronym for Pay per click adverting. It is the action of participating in an internet marketing strategy to develop and implement a pay for ad click campaign.

PPC Management -

The task of administering a pay per click advertising campaign is referred to as PPC Management.

Pre-submission Analysis -

The process of analyzing your Web site prior to submitting it to search engines is referred to as pre-submission analysis.

Primary Key Phrase -

It is the most important phrase within a keyword list.

Quality Score -

Quality score is a numeric value assigned to Google Adwords customers ads that when combined with maximum bid determines the position of a campaigns ad on the SERP.


A Query is action of typing words into a search query box on a search engine whereby relevant pages are returned to the user.


ROAS is an acronym for Return on Advertising Spend.


ROI is an acronym for Return on Investment.

Relevance -

Relevance in the Internet marketing world is best explained as the measure of how closely an advertisers web site relates to a search query.

Sales Funnel -

Sales funnel is a term used to identify the buying cycle experience of a user. Often times sales funnels are literally drawn and statistics are tied to the different steps of the buying cycle as a quick overview of internet marketing actions.


SERP is an acronym for Search Engine Results pages.

Search Engine Optimization -

Search engine optimization is a the process of identifying and implementing HTML code in a web site to influence search engines.

Search Engine Marketing -

Activities or action designed to generate business through internet searches. These can and include SEO, PPC, Email campaigns, news letter, electron magazines etc…


See Search Engine Marketing


SEO is an acronym for search engine optimization.

Semantic Clustering -

Semantic Clustering -


SLS is an acronym for Submission Log Sheet. It is used to log and analyze web site submission to search engines.


It is the process of including information or false information within a web site that creates a satisfying result for the spamdexer, but not for users of the search engine.

Spider -

It is a tool used by search engines to index websites.

Stickiness -

An internet marketing term often used to describe the length of time a users stay on a site.

Tier 1 Search Engines -

Tier 1 search engines are the search engines at the top of the PPC chain. Three Tier 1 Search Engines are Google, Yahoo and MSN.

Tier 2 Search Engines -

Tier 2 Search engines reach smaller user groups and can be used more as a niche internet marketing strategy. AOL, Dogpile, Ask.com are example of Tier 2 search engines.

Tier 3 Search Engines -

Tier 3 scan refer to contextual distribution networks.

Traffic -

Traffic in the internet world commonly refers to the number of visitors to a website.

Unique Visitors -

Unique visitors are identifiable through their IP address. These visitors are users who visits and site and can and often times visit more than one page.


Uniform Resource locator

WHOIS database -

WHOIS is an authorized database of domain names and domain name registration and information.

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