--- Web Advertising Metrics ---
--- Online Marketing / Web Marketing ---
 Algorithm
Back Links / Inbound Links
CTR / Clickthrough Rate
Contextual Link Inventory
Conversion Rate
CPA / Cost-Per-Action
CPC / PPC / Cost Per Click / Pay Per Click
CPM / Cost Per Thousand
Crawler / Spider / Robot
Customer Acquisition Cost
Directories
Doorway / Jump / Bridge / Gateway Pages
Graphical Search Inventory
Hit
Hybrid Model
Impression
Index
Landing Page
Link Popularity
Link Text
Listings
Meta Search Engine
Meta Tags
Organic Listings
Outbound Links
Page View
Paid Inclusion
Paid Listings
Paid Placement
Pay for Performance
PPL / Pay Per Lead
PPS / Pay Per Sale
Rank / Position
Reciprocal Link
Robots.txt
ROI / Return On Investment
Search Engine
SEM / Search Engine Marketing
SEO / Search Engine Optimization
SERPs / Search Engine Results Page / Results Page
Search Terms / Keywords / Query Terms / Query
Shopping Search
Site Stickiness
Submission
Unique Visitors
Viral Marketing
Web Site Traffic
XML Feeds
Algorithm
A set of rules that a search engine uses to rank the listings contained within its index, in response to a
particular query.
Back Links / Inbound Links
All the links pointing at a particular web page.
CTR / Clickthrough Rate
The percentage of those clicking on a link out of the total number who see the link.
Contextual Link Inventory
Contextual or content inventory is generated when listings are displayed on pages of Web sites (usually not search
engines), where the written content on the page indicates to the ad-server that the page is a good match to
specific keywords and phrases.
Conversion Rate
The relationship between visitors to a web site and actions consider to be a "conversion," such as a sale or request
to receive more information. Often expressed as a percentage.
CPA / Cost-Per-Action
The online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
CPC / PPC / Cost Per Click / Pay Per Click
System where an advertiser pays an agreed amount for each click someone makes on a link leading to their web site.
CPM / Cost Per Thousand
System where an advertiser pays an agreed amount for the number of times their ad is seen by a consumer,
regardless of the consumer's subsequent action. (since ad views are often sold in blocks of 1,000 ...the M in CPM is
Latin for thousand)
Crawler / Spider / Robot
Component of a search engine that gathers listings by automatically "crawling" the web. A search engine's crawler,
follows links to web pages. It makes copies of all the web pages found and stores these in the search engine's index.
Customer Acquisition Cost
The cost associated with acquiring a new customer.
Directories
A type of search engine where listings are gathered through human efforts, rather than by automated crawling of the
web.
Doorway / Jump / Bridge / Gateway Pages
A web page created expressly in hopes of ranking well for a term in a search engine's non-paid listings.
Graphical Search Inventory
Banners, and other types of advertising units which can be synchronized to search keywords. Includes pop-ups,
browser toolbars and rich media.
Hit
The request of a file from a Web server.
Hybrid Model
A combination of two or more online marketing payment models.
Impression
A single instance of an online advertisement being displayed.
Index
The collection of information a search engine has that searchers can query against.
Landing Page
The specific web page that a visitor ultimately reaches after clicking a search engine listing.
Link Popularity
A raw count of how "popular" a page is based on the number of backlinks it has.
Link Text
The text that is contained within a link.
Listings
The information that appears on a search engine's results page in response to a search.
Meta Search Engine
A search engine that gets listings from two or more other search engines, rather than through its own efforts.
Meta Tags
Information placed in a web page not intended for users to see but instead which typically passes information to
search engine crawlers, browser software and some other applications.
Organic Listings
Listings that search engines do not sell (unlike paid listings). Instead, sites appear solely because a search
engine has deemed it editorially important for them to be included, regardless of payment.
Outbound Links
Links on a particular web page leading to other web pages, whether they are within the same web site or other web
sites.
Page View
The request to load a single HTML page.
Paid Inclusion
Advertising program where pages are guaranteed to be included in a search engine's index in exchange for payment,
though no guarantee of ranking well is typically given.
Paid Listings
Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs.
Paid Placement
Advertising program where listings are guaranteed to appear in response to particular search terms, with higher
ranking typically obtained by paying more than other advertisers. Paid placement listings can be purchased from a
portal or a search network. Portal sponsorships are also a type of paid placement.
Pay for Performance
A synonym for pay-per-click, stressing to advertisers that they are only paying for ads that "perform" in terms
of delivering traffic, as opposed to CPM-based ads, where ads cost money, even if they don't generate a click.
PPL / Pay Per Lead
The online advertising payment model in which payment is based solely based on qualifying leads.
PPS / Pay Per Sale
The online advertising payment model in which payment is based solely based on qualifying sales.
Rank / Position
How well a particular web page or web site is listed in a search engines results.
Reciprocal Link
A link exchange between two sites.
Robots.txt
A file used to keep web pages from being indexed by search engines.
ROI / Return On Investment
Refers to the percentage of profit or revenue generated from a specific activity.
Search Engine
Any service generally designed to allow users to search the web or a specialized database of information.
SEM / Search Engine Marketing
The act of marketing a web site via search engines, whether this be improving rank in organic listings, purchasing
paid listings or a combination of these and other search engine-related activities.
SEO / Search Engine Optimization
The act of altering a web site so that it does well in the organic, crawler-based listings of search engines.
SERPs / Search Engine Results Page / Results Page
After a user enters a search query, the page that is displayed, is call the results page.
Search Terms / Keywords / Query Terms / Query
The words (or word) a searcher enters into a search engine's search box.
Shopping Search
Shopping search engines allow shoppers to look for products and prices in a search environment.
Site Stickiness
The amount of time spent at a site over a given time period.
Submission
The act to submitting a URL for inclusion into a search engine's index.
Unique Visitors
The individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.
Viral Marketing
Viral Marketing describes any strategy that encourages individuals to pass on a marketing message to others,
creating the potential for exponential growth in the message's exposure and influence. Off the Internet, viral
marketing has been referred to as "word-of-mouth," "creating a buzz," "leveraging the media," "network marketing." But
on the Internet, it's called "viral marketing." Viral Marketing depends on a high pass-along rate from person to
person. If a large percentage of recipients forward something to a large number of friends, the overall growth
snowballs very quickly. (Referrals, Customer Incentives, Word of Mouth, Buzz, etc.)
Web Site Traffic
The amount of visitors and visits a Web site receives.
XML Feeds
A form of paid inclusion where a search engine is "fed" information about pages via XML, rather than gathering that
information through crawling actual pages. Marketers can pay to have their pages included in a spider based search
index either annually per URL or on a CPC basis based on an XML document representing each page on the client site.
New media types are being introduced into paid inclusion, including graphics, video, audio, and rich media.
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