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For readers more carefuly about New-Loong blog, we focus on marketing-related terms with the explanation, help you in reading the article, and master the knowledge system.
Algorithm: The technology that a search engine uses to deliver results to a query. Search engines utilize several algorithms in tandem to deliver a page of search results or keyword-targeted search ads.
Click through rate (CTR): The rate (expressed in a percentage) at which users click on an ad. This is calculated by dividing the total number of clicks by the total number of ad impressions. CTR is an important metric for Internet marketers to measure the performance of an ad campaign.
Contextual advertising: 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.
Cost per action (CPA): A form of advertising where payment is dependent upon an action that a user performs as a result of the ad. 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 (CPC): 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.
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.
Keyword: A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results. Many Web sites offer advertising targeted by keywords, so an ad will only show when a specific keyword is entered.
Pay per click (PPC): See Cost per Click (CPC).
Rreturn on investment (ROI): The amount of money an advertiser earns from their ads compared to the amount of money the advertiser spends on their ads.
Search advertising: Also called Paid Search. An advertiser bids 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.
Search engine marketing (SEM): 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 search advertising, or paid search.
Search engine optimization (SEO): The 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.
Spider: A search engine spider is a program that crawls the Web, visiting Web pages to collect information to add to or update a search engine's index. The major search engines on the Web all have such a program, which is also known as a "crawler" or a "bot." |
