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Tools


Glossary





A-C

A/B Testing (or Ad Testing)

A/B Testing (or Ad Testing) is a powerful feature to unleash different ads to see which performs the best and drive potential customers to advertiser's website.

Active View

Active View is a technology on Display Network websites that allows AdWords to determine if your ad is viewable by potential customers.

Ad Extension

Ad Extension is a feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.

Ad Group

Ad group is a group of ads and related keywords within a campaign. The ads will be displayed to potential customers searching for content related to advertiser's keywords and/or ads.

Ad Rank

Ad Rank is a value that's used to determine your ad position (where ads are shown on a page) and whether your ads will show at all. Ad Rank is calculated using your bid amount, the components of Quality Score (expected click through rate, ad relevance, and landing page experience), and the expected impact of extensions and other ad formats.

Ad Scheduling

Ad scheduling lets advertiser set a specific day or time where advertiser's ad will appear. It is the practice of scheduling the ad day based on advertising objective, budget and competitors.

Ad Views (Impressions)

Ad views are referred to as impressions. It is an advertising metric (standard of measure) that refers to the number of times an advertisement (e.g. web banner or text ad) has been viewed by visitors.

AdSense

AdSense is a Google product that provides a way for website publishers of all sizes to earn money by displaying targeted Google ads on their websites.

Auto-tagging

Auto-tagging is a feature that automatically creates custom URLs to help you track your ad performance using website tracking programs like Google Analytics.

B2B (Business-to-Business)

B2B (Business-to-Business)

B2C (Business-to-Consumer)

B2C describes commerce transactions of businesses that sell products or provide services to end-user consumers.

Bounce Rate

Bounce Rate is a term used in web site traffic analysis. A bounce occurs when a web site visitor leaves a page or a site without visiting any other pages before a specified session-timeout occurs. Bounce Rate for a web site is the number of web site visitors who visit only a single page of a web site divided by the total number of web site visits. Bounce rates basically measure how interesting other pages of advertiser's site are to advertiser's visitors. Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages are not relevant to advertiser's visitors.

Broad Match

Broad Match is a keyword setting that allows your ad to show when someone searches for that keyword or a variation of it. The broad match keyword 'bicycle bell' can cause your ad to show if someone searches for variations like 'bicycle bells', 'buy a bell for a bicycle,' and 'bell reviews for bikes.'

Cache

Cache is a temporary store of data collected by your Internet browser as you surf the web, including elements from webpages that you frequently visit.

Call to Action

Call to Action is a phrase written or a button to motivate the reader to take a specific action, e.g. a button for instant call on mobile ad.

Click

The action that occurs when an ad, a link or webpage is selected.

CTR (Click-through Rate)

CTR is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad by the number of impressions generated.

Content Marketing

Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience in order to drive profitable customer action.

Content Match

Content Match displays advertiser's ads alongside relevant articles such as product reviews, news articles, etc. on the Yahoo-partner network (which includes msn, openrice, sina, uwants, on.cc and many others). In Content Match, the content of advertiser's ad title, description, landing page and the user's IP address are used to determine the position of ads.

Contextual Targeting

Contextual Targeting is one of the web's most popular ways to match an ad that was popularized by Google. For contextual targeting, Google AdWords looks at the themes of the keywords in an ad group to decide whether to show advertiser's ad for relevant content. Many kinds of formats can be used, such as text ad, image ad, flash ad, and video ad.

Conversion Page

Conversion Page is a page of your website that someone reaches after performing a valuable action, like a purchase confirmation page.

Conversion Rate

Conversion rate is the percentage of advertiser's ads that generate sales or leads. This means the number of people who clicked on advertiser's ad and went on to purchase his products and / or services.

CPC (Cost per click)

CPC is the cost of advertising divided by the number of clicks.

CPM

CPM is the cost per thousand impressions for a particular site. Advertiser will be charged every time an ad is displayed to a user, whether the user clicks on the ad or not, i.e. the amount advertiser pay for each 1,000 impressions displayed. (M is the Roman numeral for 1,000).

Cookies

Cookies are a small file saved on people's computers to help store preferences and other information that's used on webpages that they visit.




D-F

Description

In search marketing, description is the concise summary of the products or services advertiser wish to advertise. For best results, an ad's description should correspond to its related keywords.

Directory Service

In software engineering, a directory is similar to a dictionary; it enables the look up of a name and information associated with that name. A directory service is simply the software system that stores, organizes and provides access to information in a directory.

Domain

A domain is the main subdivision of Internet addresses, i.e. the last three letters after the final dot. 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 (government), .mil (military) and .org (organization). Two letter domains represent countries; e.g. .hk for Hong Kong, uk for the United Kingdom, .dk for Denmark, .fr for France, .de for Germany, .es for Spain, .it for Italy and so on.

Editorial Guideline

A set of guidelines that give advertisers direction for creating ads that provides a quality experience for users on search marketing. To display ads in search engines, advertisers need to follow the editorial guidelines.

Electronic Direct Mail

With the increased importance of email application nowadays, advertisers can send email promotion to specific customer database within a short period of time through Electronic Direct Mail. The advertising message can be sent to local and overseas customers quickly with low cost, which facilitates close contact with customers.

Exact match

Exact match is a keyword setting that allows your ad to show only when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword. The exact match keyword 'bicycle bell' can cause your ad to show only if someone searches for 'bicycle bell' or close variations of 'bicycle bell' exactly, with no other words.

Flash

A vector-based animation program that has become a popular technology used to deliver content. Search engines currently have difficulty indexing flash effectively as robots cannot read the text that is held within.

Forms

The pages in most browsers that accept information in text-entry fields. They can be customized to receive company sales data and orders, expense reports or other information.




G-I

Geo-targeting

Delivery of ads specific to the geographic location of the visitor. Geo-targeting allows advertiser to specify where ads will or won't be shown based on the visitor's location, such as country, region/ state, city, etc. It will give a more localized and personalized results.

GIF (Graphics Interchange Format)

GIF, Graphics Interchange Format, is a bitmap image format. This format supports up to 8 bits per pixel, allowing a single image to reference a palette of up to 256 distinct colors chosen from the 24-bit RGB color space. It also supports animations and allows a separate palette of 256 colors for each frame.

Google Analytics

Google Analytics is a free Google product that provides in-depth reporting on how people use your website. You can use Google Analytics to learn what people do after clicking your ads.

GDN (Google Display Network)

GDN is a group of more than a million websites, videos, and apps where your ads can appear. Sites in this network show relevant AdWords ads.

GIF (Graphics Interchange Format)

GIF, Graphics Interchange Format, is a bitmap image format. This format supports up to 8 bits per pixel, allowing a single image to reference a palette of up to 256 distinct colors chosen from the 24-bit RGB color space. It also supports animations and allows a separate palette of 256 colors for each frame.

Hard Bounce

A Hard Bounce is generated when the recipient mail server specifically indicates that the recipient mail box does not exist, or that recipient does not want to receive messages sent by the sender.

Hit Rate

Hit rate is an index of advertising performance. This percentage value is equivalent to the browsing rate of advertiser's advertisement in the website. It shows how many of advertiser's website visitors enter advertiser's website from clicks of search results or banner advertisements.

HTML (HyperText Markup Language)

HTML, an initialism of HyperText Markup Language, is the predominant markup language for webpages. It provides a means to describe the structure of text-based information in a document—by denoting certain text as links, headings, paragraphs, lists, and so on—and to supplement that text with interactive forms, embedded images, and other objects.

Hyperlink

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 another site. It is the single most powerful and important function of online communications.

Impressions

The number of times an ad is displayed. For example, a Sponsored Search ad that is displayed four times has four impressions.

Inbound Link

An inbound link is a hyperlink to a particular web page from an outside site, bringing traffic to that web page. Inbound links are important because many search engines algorithms use the quality and quantity of inbound links to measure the popularity of a web page.




J-L

JPEG (Joint Photographic Experts Group)

In computing, JPEG (Joint Photographic Experts Group) is a commonly used method of compression for photographic images. JPEG is a graphics format newer than GIF which displays photographs and graphic images with millions of colors, it also compresses well and is the most common format for storing and transmitting photographic images on the World Wide Web.

JavaScript

JavaScript is a popular scripting language that is used on websites to perform client side actions without requiring full page refreshes.

Keyword

Keyword is a word or phrase that relates to the products or services advertiser wish to advertise. It is used for online search. Keyword searching is the most common form of text search on the web. A keyword can reflect search behaviour, purchase motive and purchase desire. Displaying keywords related to advertiser's business nature could attract target customers to contact advertiser actively. It will help to increase business opportunities and improve cost-effectiveness of the advertisement.

Keyword Bidding

Keyword Bidding is the way or procedure used by search engines marketers to determine the ranking of paid keywords results in Google, Yahoo, and other search engines pay per click advertising to decide advertiser's rank and position in their search results and in content results on partners' sites.

KPI (Key Performance Indicator)

KPI is a metric that indicates whether a website is achieving its goals.

Landing page

Landing page is the web page where customers end up after they click your ad. This page is usually the same as your ad's Destination URL.

Location Extension

Location Extension is an additional ad function to show your business address and a map marker with ad text of search result.




M-O

Mailing List

A mailing list is a collection of names and addresses used by an individual or an organization to send material to multiple recipients. The term is often extended to include the people subscribed to such a list, so the group of subscribers is referred to as 'the mailing list', or simply 'the list'.

Media Buying

In marketing promotion, media buying is an important aspect in the promotional campaign. Suitable online advertising media packages are designed with the professional knowledge and experience of media buying professionals, promotional strategies and advertising budget of advertisers.

Meta Tag

Meta tags are HTML codes inserted into the header on a web page to describe some aspect of the contents of a Web page.

MPEG (Moving Picture Experts Group)

MPEG is a file format that is used to compress and transmit movies or video clips online.

Native Ad

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. The word 'native' refers to the content's coherence with other media on the platform.

Newsgroup

A newsgroup is a repository usually within the Usenet system, which allows messages posted from many users in different locations. It is usually a discussion group.

O2O (Online to Offline)

O2O refer to an Online to Offline business model that utilize web-based markets and tools to attract digital shopper to participate in in-person retail consumption.




P-R

Page View

Each time a user visits a web page, it is called a page view. It is tracked by website monitoring applications to record a website's traffic. The more page views a website has, the more traffic it is receiving. Page views are often used in online advertising, where advertisers use the number of page views a site receives to determine where and how to advertise.

Portal

A portal presents information from diverse sources in a unified way. Apart from the standard search engine feature, web portals offer other services such as e-mail, news, stock prices, information and entertainment.

Quality Index

A relative measure of advertiser ad's performance by Yahoo! Search. The quality index takes into account the click-through rate and other relevant factors.

Quality Score

In Google, a keyword's quality score updates frequently and is closely related to its performance. In general, a high quality score means that advertiser's keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).

Ranking

Ranking is the order of advertiser's displayed ad on a search results page. It provides advertisers with information on an ad's performance across sites.

RSS (Really Simple Syndication)

RSS uses a family of standard web feed formats to publish frequently updated information: blog entries, news headlines, audio, video.

Remarketing

Remarketing is a feature that lets you reach people who have previously visited your website. Your ads can show to these customers when they visit other websites in the Google Display Network.

Responsive Website

Responsive Website refers to a mobile friendly website built in a manner that can be compatible with multiple screen size.

Registration

A process for site visitors to enter information about themselves. Sites use registration data to enable or enhance targeting of ads. Some sites require certain registration in order to access their content. Some sites use voluntary registration.

Response Rate

Response Rate means the number of customers that has opened advertiser's email message or visited advertiser's website through advertiser's email promotion.

ROI (Return On Investment)

Return on investment = (Revenue - Cost)/ Cost, expressed as a percentage. ROI is a performance indicator used to evaluate the efficiency of Internet marketing and advertising. Determining ROI and the actual ROI of Internet marketing and advertising is more accurate than that of television, radio, and traditional media.




S-U

Search Engine

Search Engine is a Web search engine for searching information on the World Wide Web. Users can input keywords as per individual needs. The Search Engine will then show reference links to users in real time from its own directory. It helps minimize the time required to find information and the amount of information that must be consulted. Users can select suitable website to browse. Common search engines nowadays include Yahoo!, Google, Sogou and Badiu, etc.

Search Marketing

Search Marketing is a method of placing online advertisements on Web pages that shows results when a user searches for a given keyword. These are usually text ads, which are shown with the top priority or displayed in the right column of the search results. This will help to increase its chance of being clicked, thus generating more business opportunities. Advertisers only pay when the ad or text link have been clicked, meaning that the advertising money is truly spent on getting actual click rates for the website. Search Marketing is seen as an online promotion channel with high return on investment. Today the major search engines include Yahoo!, Google, Baidu and Sogou etc.

SEM (Search Engine Marketing)

SEM, Search Engine Marketing, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). SEM includes Search Engine Optimization (SEO) and Pay Per Click advertising (PPC), as well as using all other areas and services offered by Search Engines.

SEO (Search Engine Optimization)

SEO, Search Engine Optimization is the process of improving the volume and quality of traffic to a web site from search engines via natural/ organic search results. Typically, the earlier a site appears in the search results list, the more visitors it will draw to the site.

Stream Ad

Stream Ads is a kind of advertising product from Yahoo, it appear front and center across major Yahoo sites by naturally blending into the content streams viewed by users. They’re served in the personalized content streams of major properties including Yahoo News, Yahoo Sports, Yahoo Movies, Yahoo Mail, and more.

Social Media

Social Media is a category of sites that is based on user participation and user-generated content. They include social networking sites like Facebook and other sites that are centered on user interaction.

Soft Bounce

Soft Bounce that is not hard bounce nor transient bounce is considered Soft Bounce. In general, a soft bounce is generated when a delivery error is encountered and it is not immediately clear that the error is non-recoverable but the server has already given up trying.

Target Customers

Advertisers can identify their main target-selling group according to the features, demand, and value of specific products / services. This type of customer classification can help to easily identify the main target customers. Advertisers can then focus on the target customers and gain higher return on investment through online advertising.

Targeted Customer Segments

In order to send advertising message to targeted customers accurately, targeted customer segments are classified by age, gender, income, qualification, occupation, interest and habit in the huge customer database.

Title

Title is an element of a webpage. It appears in the top left of most browsers. It is a part of the directory submission that expresses the title of the website. One of the most important parts of SEO is ensuring an optimized title or unique titles across all pages of website.

Tracking code

The Google Analytics tracking code is a snippet of JavaScript that collects and sends data to Google Analytics from a website.

Unique Users

Unique users is the total number of different users or computer terminals who have visited a website. This is measured by using advanced tracking technology or user registration system. Unique users give advertiser an idea to determine how many people have viewed the content within a given period of time.

Universal Analytics

Universal Analytics is the most current data collection technology for Google Analytics. It uses the analytics.js tracking code for websites, an SDK for mobile apps, and the Measurement Protocol for other digital devices.

URL (Uniform Resource Locator)

URL is a unique address used in the World Wide Web to indicate a certain site. It is the unique identifier, or address, of a web page on the Internet.




V-Z

Video Advertising

Video Advertising is an online advertisement that combines sound, graphic, motion and text. This will enhance the attractiveness of the advertisement.

Web Browser

Web Browser is an application program that enables a user to display and interact with text, images, videos, music, games and other information typically located on the World Wide Web.

Web Site

A web site (or 'website') is a collection of related Web pages, images, videos or other digital assets that are hosted on one Web server, usually accessible via the Internet.

Web Traffic

Web traffic is determined by the number of visitors and the number of pages they visit. Incoming and outgoing traffic of the sites are monitored to see which parts or pages in a website are popular.

WAP (Wireless Application Protocol)

WAP is a technical standard for accessing information over a mobile wireless network. A WAP browser is a web browser for mobile devices such as mobile phones that uses the protocol.

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