Industry Technical Marketing Explanations | Online Marketing Specialists Brisbane, Melbourne & Sydney

A/B Testing: A/B testing, at its simplest, is randomly showing a visitor one version of a page – (A) version or (B) version – and tracking the changes in behavior based on which version they saw. (A) version is normally your existing design (“control” in statistics lingo); and (B) version is the “challenger” with one copy or design element changed. In a “50/50 A/B split test,” you’re flipping a coin to decide which version of a page to show. A classic example would be comparing conversions resulting from serving either version (A) or (B), where the versions display different headlines. A/B tests are commonly applied to clicked-on ad copy and landing page copy or designs to determine which version drives the more desired result. "The above definitions have been provided by SEMPO or wikipedia"
Actual Cost-per-Click: The amount you actually pay for each click, considering your click through rate and the performances of your competitor ads. In this way, you may get to pay less than you bid.
Ad Rank/Ad Positioning: The ad rank is calculated by considering the bid (max. cost per click), the click through rate and ad text.
Affiliate Marketing: Affiliate marketing is a process of revenue sharing that allows merchants to duplicate sales efforts by enlisting other web sites as a type of outside sales force. Successful affiliate marketing programs result in the merchant attracting additional buyers, and the affiliate earning the equivalent of a referral fee, based on click-through referrals to the merchant site.
AJAX: A web development technique used for creating interactive web applications. The intent is to make web pages feel more responsive by exchanging small amounts of data with the server behind the scenes, so that the entire web page does not have to be reloaded each time the user requests a change. This is intended to increase the web page's interactivity, speed, functionality, and usability.
Average Cost-per-Click: The average amount you pay when somebody clicks on one of your ads.
Average Position: Your ad's positioning on the average throughout a period of time.
Behavioural Targeting: The practice of targeting and serving ads to groups of people who exhibit similarities not only in their location, gender or age, but also in how they act and react in their online environment. Behaviors tracked and targeted include web site topic areas they frequently visit or subscribe to; subjects or content or shopping categories for which they have registered, profiled themselves or requested automatic updates and information, etc
Bid: The maximum amount of money you are willing to pay for a click on your ad; the same as maximum cost per click (Max. CPC).
Brand and Branding: A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.” (Added Definition) “A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.
Broad Match: An option that relates to keywords set-up. By using the broad match option, your ad will display for every possible search phrase that uses your keyword phrase. The broad match doesn't consider the topic of the words or the existence of additional words in the search phrase.
Campaign Integration: Planning and executing a paid search campaign concurrently with other marketing initiatives, online or offline, or both. More than simply launching simultaneous campaigns, true paid search integration takes all marketing initiatives into consideration prior to launch, such as consistent messaging and image, driving offline conversions, supporting brand awareness, increasing response rates and contributing to ROI business goals.
Cascading Style Sheets: A style description language used to describe the presentation of a document written in a markup language. It defines colors, fonts, layout, and other aspects of document presentation. CSS can also allow different styles of presentation for different rendering methods such as on-screen, in print, by voice e.g. Braille-based, tactile devices.
Click Through Rate (CTR): the number of clicks that an ad gets, divided by the total number of times that ad is displayed or served. (Represented as: total clicks / total impressions for a specific ad = CTR). For example, if an ad has 100 impressions and 6 clicks, the CTR is 6%. The higher the CTR, the more visitors your site is receiving; CTR also factors into you advertiser search engine Quality Score and, therefore, your minimum keyword bids on Tier I engines.
Content Management System (CMS): In computing, a content management system (CMS) is a document centric collaborative application for managing documents and other content. A CMS is often a web application and often it is used as a method of managing web sites and web content. The market for content management systems remains fragmented, with many open source and proprietary solutions available. Source: Wikipedia.org
Content Network: The network of websites that are being subscribed to the Google AdSense program and thus can display the Ads by Google.
Conversion Rate: The number of visitors who convert (take a desired action at your site) after clicking through on your ad, divided by the total number of click-throughs to your site for that ad. (Expressed as: total click-throughs that convert / total click-throughs for that ad = conversion rate.) For example, if an ad brings in 150 click-throughs and 6 of the 150 clicks result in a desired conversion, then the conversion rate is 4% (6 / 150 = 0.04). Higher conversion rates generally translate into more successful PPC campaigns with a better ROI.
Cost Per Acquisition (CPA): Also referred to as “Cost Per Action.” This is a metric used to measure the total monetary cost of each sale, lead or action from start to finish.
Cost Per Click (CPC): Acronym for Cost Per Click, or the amount search engines charge advertisers for every click that sends a searcher to the advertiser’s web site. For an advertiser, CPC is the total cost for each click-through received when its ad is clicked on.
Cost Per Thousand (CPM): Acronym for Cost Per Thousand Impressions (ad serves or potential viewers). Compare to CPC pricing (defined above). CPM is a standard monetization model for offline display ad space, as well as for some context-based networks serving online search ads to, for example, web publishers and sites.
Cost-per-View/Cost-per-Impression: A concept by which you pay not for the clicks on your ad but for the number of people that view your ad.
Creatives: Unique words, design and display of a paid-space advertisement. In paid search advertising, creative refers to the ad’s title (headline), description (text offer) and display URL (clickable link to advertiser’s web site landing page). Unique creative display includes word emphasis (boldfaced, italicized, in quotes), typeface style and, on some sites, added graphic images, logos, animation or video clips.
CSS: See Cascading Style Sheets
Custom Feed: Create custom feeds for each of the shopping engines that allow you to submit XML feeds. Each of the engines has different product categories and feed requirements.
Customised Template: Individual customised page layout designed in Site Builder Tool and used to create new pages from the same design, pattern, or style. Customised Template will be created exclusively for specific business.
Daily Budget: The maximum amount of money you are willing to spend in one day with Google
Domain Name: Name that identifies a computer or computers on the internet. These names appear as a component of a Web site's URL. This type of domain name is also called a hostname.
Doorway Page: A web page specifically created in order to obtain rankings within the natural listings of a search engine. These pages generally are filled with keywords and are meant to funnel surfers into the main web site. This practice is generally considered an outdated spam tactic. This term is not to be confused with a “landing page.”
Editorial Guidelines: A list of do's and don't do's assessed by Google, that you have to know by heart and comply with when using AdWords.
Extensible HyperText Markup Language: See Hypertext Markup Language Has the same depth of expression as HTML, but also conforms to XML (Extensible Markup Language) syntax, making it perfect for automated processing as it uses standard XML tools, giving us the flexibility to design tags according to each task.
File Transfer Protocol (FTP): FTP is used to transfer data from one computer to another over the Internet, or through a network.
Flash Website: Website created using a software package called Flash which was developed by Macromedia, popular due to their professional look and animation.
Geo-targeting: Geographical targeting. Describes the distribution of your ad to Internet users in different countries.
Geo-Targeting: The geographic location of the searcher. Geo-targeting allows you to specify where your ads will or won’t be shown based on the searcher’s location, enabling more localized and personalized results.
GIF (Graphics Interchange Format): Highly compressed file format ideal for simple graphics with limited shading or colour variation.
High-end Website: Individual customised page layout designed in HTML outside the Site Builder tool. Pages can be created with different design, pattern, or style. High-end website will be created exclusively for specific business.
Home Page: The main page of your website. Usually not recommended to make it your landing page, because it has less targeted content.
HTML: See Hypertext Markup Language
Hypertext Markup Language: The predominant markup language for web pages. It provides a means to describe the structure of text-based information in a document - by denoting certain text as headings, paragraphs, lists, and so on — and to supplement that text with interactive forms, embedded images, and other objects.
Impression: When somebody views your ad but doesn't click on it, it means your ad has got one impression. Impressions are counted by the number of searches that your ad is being displayed for.
Info Bar: The 'Devnet Info Bar' is a mixture of Web 2.0 generated content with dynamic website design. The content for the boxes are determined by content popularity throughout the Devnet website content and our Blogs. The most popular content which you and other viewers have read become the headings for these boxes. There are two additional dynamic changes to the boxes. The first is the colour of the boxes which change as the age of the content increases or decreases. The second is the size of the boxes which increases as the popularity increases.
Internet Hosting Service: Service that runs Internet servers, allowing organizations and individuals to serve content to the Internet.
JavaScript: A scripting language most often used for client-side web development. JavaScript is a dynamic, weakly typed, prototype-based language with first-class functions. It was influenced by many languages and was designed to have a similar look to Java, but be easier to work with. Best known for its use in websites, it is also used to enable scripting access to objects embedded in other applications.
JPEG (Joint Photographic Experts Group): A commonly used method of compression for photographic images that allows high quality full colour or grey-scale digital images
Keyword Density: The number of times a keyword or keyword phrase is used in the body of a page. This is a percentage value determined by the number of words on the page, as opposed to the number of times the specific keyword appears within it. In general, the higher the number of times a keyword appears in a page, the higher its density.
Keyword/Keyword Phrase: A specific word or combination of words that a searcher might type into a search field. Includes generic, category keywords; industry-specific terms; product brands; common misspellings and expanded variations (called Keyword Stemming), or multiple words (called Long Tail for their lower CTRs but sometimes better conversion rates). All might be entered as a search query. For example, someone looking to buy coffee mugs might use the keyword phrase “ceramic coffee mugs.” Also, keywords – which trigger ad network and contextual network ad serves – are the auction components on which PPC advertisers bid for all Ad Groups/Orders and campaigns.
Landing Page / Destination Page: The web page at which a searcher arrives after clicking on an ad. When creating a PPC ad, the advertiser displays a URL (and specifies the exact page URL in the code) on which the searcher will land after clicking on an ad in the SERP. Landing pages are also known as “where the deal is closed,” as it is landing page actions that determine an advertiser’s conversion rate success.
Major Website Audit: Edits regarding change of template, including template color or image change.
Meta Description: An hidden text that describes your site’s content, giving search engines an accurate summary filled with multiple keywords.
Meta Keywords: A brief and concise list of the most important themes of your page
Minor Website Edit: Small edits regarding the body of the website, including texts or image changes.
Negative Keyword: A keyword that defines the term(s) you don't want your ad to display for.
Organic Results: Listings on SERPs that were not paid for; listings for which search engines do not sell space. Sites appear in organic (also called “natural”) results because a search engine has applied formulas (algorithms) to its search crawler index, combined with editorial decisions and content weighting, that it deems important enough inclusion without payment. Paid Inclusion Content is also often considered "organic" even though it is paid advertising because paid inclusion content usually appears on SERPs mixed with unpaid, organic results.
Paid Placement: The reverse of organic placement. The system through which you agree to pay so that your ad is displayed on a search engine results page (SERP)
Pay Per Click (PPC) Advertising: Acronym for Pay-Per-Click Advertising, a model of online advertising in which advertisers pay only for each click on their ads that directs searchers to a specified landing page on the advertiser’s web site. PPC ads may get thousands of impressions (views or serves of the ad); but, unlike more traditional ad models billed on a CPM (Cost-Per-Thousand-Impressions) basis, PPC advertisers only pay when their ad is clicked on. Charges per ad click-through are based on advertiser bids in hybrid ad space auctions and are influenced by competitor bids, competition for keywords and search engines’ proprietary quality measures of advertiser ad and landing page content.
Pay Per Click (PPC) Management: The monitoring and maintenance of a Pay-Per-Click campaign or campaigns. This includes changing bid prices, expanding and refining keyword lists, editing ad copy, testing campaign components for cost effectiveness and successful conversions, and reviewing performance reports for reports to management and clients, as well as results to feed into future PPC campaign operations.
Pay-per-Lead: The amount of money you spend to generate an action from one visitor. That action doesn't necessarily have to be a purchase, but a subscription to your newsletter for example.
Pay-per-Sale: The amount of money you need to pay to generate a sale through your website.
PDF (Portable Document File): Type of formatting that enables files to be viewed on a variety of computers regardless of the program used to create them. A PDF file encapsulate the text, fonts, images and 2-D vector graphics that compose the document.
Personas: These are "people types" or sub-groups that encompass several attributes, such as gender, age, location, salary level, leisure activities, lifestyle characteristics, marital/family status or some kind of definable behavior. Useful profiles for focusing ad messages and offers to targeted segments.
Podcasts: A podcast is a media file that is distributed over the internet using syndication feeds, for playback on portable media players and personal computers. Like 'radio,' it can mean both the content and the method of syndication. The latter may also be termed podcasting. The host or author of a podcast is often called a podcaster. Source: Wikipedia
Pop-up Images: Images that are opened through a pop-up window, which opens a new browser window hidden under the active window. It is usually used for image enlargements.
Rank: How well positioned a particular web page or web site appears in search engine results. For example, if you rank at position #1, you’re the first listed paid or sponsored ad. If you’re in position #18, it is likely that your ad appears on the second or third page of search results, after 17 competitor paid ads and organic listings. Rank and position affect your click-through rates and, ultimately, conversion rates for your landing pages.
Really Simple Syndication (RSS): A family of web feed formats used for distributing frequently updated digital content, such as blogs, news, podcasts, and videos
Relevancy: The accuracy of the match between the keyword typed in the search box by an Internet user, and the results returned by the search engine.
Search Engine: A web-based program that allows users to search and retrieve specific information available on the Internet.
Search Engine Optimisation (SEO): Acronym for “Search Engine Optimization.” This is the process of editing a web site’s content and code in order to improve visibility within one or more search engines. When this term is used to describe an individual, it stands for “Search Engine Optimizer” or one who performs SEO.
Search Engine Results Page (SERP): Acronym for Search Engine Results Page, the page delivered to a searcher that displays the results of a search query entered into the search field. Displays both paid ad (sponsored) and organic listings in varying positions or rank.
Site Builder: Professional Web Design Tool developed by Yodel Australia, designed to build websites and that can be easily edited by people without knowledge of technical aspects of web page production.
Social Bookmarking Websites: Social bookmarking sites, such as Digg and del.icio.us, are community based websites which allow users to submit content from all over the web. This content, such as news stories, blog posts and websites, are then ranked through a user based ranking system with the most popular content sites appearing closer to the front page. Clicking the link to these sites on the Devnet website will submit the page you are on to these sites where it will then be ranked accordingly.
Social Networking: Social networking sites provide websites which cater to communities allowing them to share information, activities and interests through a number of services. These services include such options as chat, forums, photo sharing, blogging, email and more
Splash Page: Page of a web site that is a sort of pre-home page front page.
Sponsored Listing: A term used as a title or column head on SERPs to identify paid advertisers and distinguish between paid and organic listings. Alternate names are Paid Listings or Paid Sponsors. Separating paid listings from organic results enables searchers to make their own purchase and site trust decisions and, in fact, resulted from an FTC complaint filed by Commercial Alert in 2001 alleging that the confusion caused in consumers who saw mixed paid and unpaid results constituted fraud in advertising.
Subdomain: Domain that is part of a larger domain. for example subdomain.domain.com where domain.com would be the domain and subdomain.domain.com would be the subdomain. Often this is referred to as a "third level domain". Eg. Yourbusinessname.yodelaustralia.com.au
Tag Cloud: A Tag Cloud visually represents the weighted frequency of tags used on the website. As the frequency of the Tags use increases, this is highlighted by increasingly larger text and change in colour. Clicking one of these tags will list relevant content pages associated with this tag.
Targeted Traffic: The number of people that visit your website and actually have the potential to become customers right away or at a further moment.
Targeting: Narrowly focusing ads and keywords to attract a specific, marketing-profiled searcher and potential customer. You can target to geographic locations (geo-targeting), by days of the week or time of day (dayparting), or by gender and age (demographic targeting). Targeting features vary by search engine. Newer ad techniques and software focus on behavioral targeting, based on web activity and behaviors that are predictive for potential customers who might be more receptive to particular ads.
Template: Pre-developed page layout designed in Site Builder Tool and used to create new pages from the same design, pattern, or style. Same templates can be used to different businesses.
Trusted Feed: Also known as Paid Inclusion, a trusted feed is a fee-based custom crawl service offered by some search engines. These results appear in the “organic search results” of the engine. Typically, the fee is based on a “cost per click,” depending on the category of site content. It has been called a “Trusted Feed” due to the ability to actually alter the content in the feed, without changing the existing website. Also see: Paid Inclusion.
Unique Visitor: The unique IP address that describes the identity of the visitor.
Usability: This term refers to how "user friendly" a web site and its functions are. A site with good usability is a site that makes it easy for visitors to find the information they are looking for or to perform the action they desire. Bad usability is anything that causes confusion or problems for the user. For example, large Flash animations served to a visitor with a dial up connection causes poor usability. Easy, intuitive navigation and clear, informative text enhance usability.
Web 2.0: Web 2.0 is a term which refers to websites which utilise functionality to support user generated content including blogs, tag clouds
Web Analytics: Web Analytics is the behavioural study of visitors to a website. Data is collected on the behaviour of users while on the website and where the traffic originated from. This is then analysed to determine whether the website is performing against set KPI's and therefore if it is satisfying business objectives.
Web Hosting Service: Type of Internet hosting service that allows individuals and organizations to provide their own websites accessible via the World Wide Web.
Web Traffic: Amount of data sent and received by visitors to a web site. This is determined by the number of visitors and the number of pages they visit.
WIKI: Software that allows people to contribute knowledge on a particular topic. A wiki is another web publishing platform that makes use of technologies similar to blogs and also allows for collaboration with multiple people.
XHTML: See Extensible HyperText Markup Language
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.
XML Maps: XML maps are specially formatted links to your pages. They will never replace the need for HTML site maps.