Google AdSense glossary

Above The Fold - The part of the screen where a user does not have to scroll to see content.

Actual Cost Per Click - The amount you actually pay for each click, considering your click through rate and the performances of your competitor ads.

Ad Broker - Someone who does nothing but sell advertisements for websites.

Ad Group - Can contain one or more ads targeting the same group of keywords.

Ad Inventory -The number of page views a site has available for advertising. Google AdSense glossary.

Ad Served Percentage - The number of times an ad is displayed in relation to the number of searches and the other ads in the ad group.

AdSense - An advertising program by which Google acts as the intermediary between content sites and web advertisers.

Adult Words - Words that are censored by search engines. Adult words are called STOP WORDS by the search engines because the indexer STOPS when it finds one of these words.

AdWords - Googles text based advertising system.

AdWords Discounter - The Google tool that allows you to pay less that your maximum bid, as soon as your competition loosens. Google AdSense glossary.

Affiliate (marketer) - Someone who sells online other people's products and services and earn from commissions. When you subscribe to an affiliate program you become an affiliate.

Affiliate Directory - A list on the web where you can find affiliate programs.

Affiliate Marketing - The sum of activities you develop to promote the programs you are affiliated with. Google AdSense glossary.

Affiliate Network - A specialized intermediary website that links between affiliate marketers and merchants, providing a wide range of services to both categories.

Affiliate Program - A system defined by a merchant site by which it attracts affiliates.

AgentName Delivery - The practice of delivering a custom page based upon the user agent string a browser or spider uses to identify itself.

Algorithm - In the context of search engines, it is the mathematical programming system used to determine which web pages are displayed in search results.

Apache Web Server - The leading web server software on the the Internet. Apache is an open source project.

API - The acronym from Application Programming Interface.

Average Cost Per Click (CPC) - The average amount you pay when somebody clicks on one of your ads. Google AdSense glossary.

Average position - Your ad's positioning on the average throughout a period of time.

B2B (Business to Business) - Products and services designed to be sold to other businesses.

B2C (Business To Consumer) - Products and services designed to be sold to the general public.

Backlink - Backlinks are links pointing at a specific page. Most major search engines allow you to see who is linking to a page or site.

Banner Blind - Refers to the process where users become accustomed to banners and don't even notice they are there any more.

Bid - The maximum amount of money you are willing to pay for a click on your ad; the same as maximum cost per click. Google AdSense glossary.

Blog - It started out as referring to specific content management software (blogger), and has transitioned into a description for a wide range of personal pages, journals and diary type setups.

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. Google AdSense glossary.

Click Through Rate (CTR) - The ratio/percentage of the number of times an ad is clicked divided by the number of times an ad is viewed.

Content Network - The network of websites that are being subscribed to the Google AdSense program and thus can display the Ads by Google.

Comment Tag - HTML comment tag that marks some html as a comment rather than displaying it in a browser. It is notable in relation to search engines because search engines have been known to index comment based text.

Conversion Rate - The relationship between vistors to sales or actions. If 3 visitors out of 100 purchase a sites product, it has a conversion rate of 3 to 100.

Cookie - A small text file that you can store on your hard drive and allows you to track the visitors to your website and how many times they come back.

Cost Per Action (CPA) - The website only gets paid for advertising if the user purchases something at the advertisers site. Google AdSense glossary.

Cost Per Click (CPC) - The amount of money you pay to a search engine for one click on your ad.

Cost Per Thousand (CPM; roman M=1000) -  advertising models are based upon advertisers purchasing page views in blocks of 1000. If a website displays 9000 page views with banners, the site has just shown 9 blocks. If they are receiving $7 cpm, then they just made $63. Google AdSense glossary.

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.

CPA - See Cost Per Action.

CPC - See Cost Per Click.

CPM - See Cost Per Thousand.

Cross Linking - When a group of domains that are most often owned by the same individual inner links to each other. This is often for the purpose of increasing its popularity with search engines.

CTR - See Click Through Rate.

Daily Budget - The maximum amount of money you are willing to spend in one day with Google AdWords.

Deep Linking - Linking to content buried deep within a website. They are referred to as "deep" because they are often two or more directories deep within a website. Google AdSense glossary.

Destination URL - The actual URL of your landing page (the webpage you send your visitors to).

Direct Hit - A click through counting system that counts users clicks on various search engine results. The count of clicks is then used to determine web site rankings in results pages. This system can be manipulated quite easily.

Directory - A directory is a web site that focuses on listing web sites by individual topics. A search engine lists pages, where a Directory lists websites.

Domain - There are Top Level Domains (such as .com, .net, or .org), and then there are midlevel domains such as ford (ford.com, ford.net or ford.org). In reference to search engine technology, domain names can play an important part in determining a sites rankings on the search engines. Google AdSense glossary.

Domain Name Registration - The act of registering a domain name with an approved registrar.

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.

Entry Page - Sometimes refers to a single page with a logo and "click here" to enter.

Exact Match - A keyword option by which you set your ad to be displayed only when the search phrase you define and that of the internet user match exactly. When you use this option you put your keyword phrases in brackets.

Favicon - A small icon that some browsers display next to a bookmark when the site is viewed. Google AdSense glossary.

Filter Words - This term is often confused with Stop Words. Filter words are common words that search engines remove from web pages before adding them to their databases. These include words along the lines of (the, do, of, is, an, for,). Removing these words can save search engines enormous amounts of database space.

Full Ad Delivery - An expression for those ads that are displayed for all the searches that match the keywords they target.

Geo-targeting (Geographical targeting) - Describes the distribution of your ad to Internet users in different countries.

Gmail - The email service from Google. It displays AdSense ads that relate when possible to the subject of the conversation. Google AdSense glossary.

Google - A major search engine that started at Stanford University.

Guerilla Marketing - Highly agressive marketing.

Hit - When people click on your webpage you say they make hits.

Home Page - The main page of your website. Usually not recommended to make it your landing page, because it has less targeted content.

HTML - HyperText Markup Language. The programming language of tag commands used in web pages.

Inbound Link - Links pointing to a website. When a user arrives at a website from another site, that link is called an Inbound Link.

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. Google AdSense glossary.

In-house Advertising - All the advertising activities that are done by one or more people within the company, with no contribution from a specialized agency.

IP Address - Whenever you connect to the internet, you are giving a unique 4 number Internet Protocol Address (IP Address). Your IP address is how data from your computer finds its way back and forth.

IP Spoofing - A technique of connecting to a web site and reporting an IP address different than the one you are actually connected too. This is a highly unethical technique.

Java - A computer language designed to be delivered from websites to a users browser. Small programs are transferred to the user and then executed on the users system.

Javascript - A language embedded within HTML that is executed after a page of HTML is transferred to a users browser. Many search engines will ignore Java and JavaScript commands.

Keyword - The term or phrase that a user types in the search box of a search engine, in order to receive more information that relates to that term/phrase. Google AdSense glossary.

Keyword Density - A percentage measure of how many times a keyword is repeated within text of a page.

Keyword Matching - A set of options that, when applied to the keywords in your AdWords account, allow you to control the distribution of your ad. Through keyword matching you "tell" the system how exactly to match your keywords with those of the people that make a search.

Keyword Research - Doing research on a single keyword to find it's relatives and related keywords. This is often done to find the highest producing keywords.

Keyword Status - In your AdWords account, your keywords may have four statuses: Normal, Disabled, In Trial and On Hold. Google AdSense glossary.

Landing Page - The webpage that you send your visitors to, through one or more ads.

Link Farm - These are places that allow anyone to add a link.

Link Popularity - A count of the number of links pointing (inbound links) at a website.

Maximum/Minimum Cost Per Click - The maximum cost per click is the amount of money you have to pay for one click so that your ad ranks best. The minimum cost per click with AdWords is five cents.

MediaPartners Bot - Mediapartners bot is responsible for ads served to you. Do not confuse Googlebot with it.

Misspellings - Errors in spelling. You have to take them into consideration when building your keyword list. The reason is that many people type their search phrases with misspellings, but they are still potential targeted traffic for you. Google AdSense glossary.

Merchant - A person who sells a product or service online. Usually, a merchant is referred to as the person that also opens affiliate programs that you can join.

MirrorSite - A shadow duplicate copy of a web site at a separate url. This allows websites to spread out the resource load on a server. Mirror sites are difficult to get indexed properly by search engine. Search engines view the multiple duplicate pages as spamming.

Negative Keyword - A keyword that defines the term(s) you don't want your ad to display for.

Off Page Criteria - When a search engine ranks pages by using data that is not present on the web page itself. This could be the presence of a directory listing or the quality and number of inbound links to a page.

Opt-In - A program that gives the user choice of participation.

Opt-Out - Any program or process that requires a user to take action to stop being included in some action.

Optimization - Creating a page that is specifically intended to rank well at search engines. Basic optimization includes a descriptive paragraph of the site with keywords near the top, avoiding deep tables that have menus on them and frames. Google AdSense glossary.

Organic Results - The unpaid results which are being displayed at the left of the search engine's results page when somebody makes a search.

Outbound Link - A link that points away from your website.

Overture - The first pay per click program, that belongs to Yahoo, formerly known as GoTo. Today, Overture is the main competitor of Google.

Page Rank - A method developed and patented by Stanford University and Larry Page (cofounder of Google) to rank search engine results. PageRank gives a unique ranking to every page on the internet. The ranking number is based on the number and quality of inbound links pointing at a page. Google AdSense glossary.

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) - A concept for online advertising where you pay a certain amount of money each time somebody clicks on your ad.

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.

Pay Per View - The system by which you pay every time when somebody views your ad, even if that person doesn't click on it; A concept that is not very popular anymore.

Phrase Match - The option that limits your ad to be displayed only when somebody types in the search box a phrase that includes your keywords, in the same order.

Pop Under - An ad that spawns a new browser window in the background.

Pop Up - An ad that spawns a new browser window.

Ranking - In the context of search engines, it is the position that a sites entry is displayed in a search engine query results.

Reactivation Fee - The amount of money you have to pay every time you restore full delivery of your account after it has been slowed.

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.

Results Page - After the user types in a search query, the page that is displayed, is call the results page. The order of results on the results page, is called the rankings.

Return On Investment (ROI) - A percentual expression of the amount of money you gain for the sum you invest. Google AdSense glossary.

ROI - See Return On Investment.

Robot - A program that automatically does "some action" without user intervention. In the context of search engines, it usually refers to a program that mimics a browser to download web pages automatically. A spider is a type of robot.

Search Engine - A web-based program that allows users to search and retrieve specific information available on the Internet.

Search Engine Marketing (SEM) - A single term definition for both pay per click advertising and search engine optimization.

Search Engine Optimization (SEO) - A term that defines the sum of activities you run in order to promote your website as high as possible among the organic results on a search results page.

Search Engine Results Page (SERP) - This is the page that is generated by a search engine in response to a search query. Google AdSense glossary.

Search Term - A word or phrase through which a person defines what s/he is looking for. The phrase is used to inquire the database of indexed pages of a search engine.

SEM - See Search Engine Marketing.

SEO - See Search Engine Optimization.

SERP - See Search Engine Results Page.

Sky Scrapper - A tall ad.

Spamdexing - The submission of pages that are intended to rank artificially high by various unethical techniques.

Stemming - The family of words that derive from the same base (radical). Word stemming is a common way of generating new keywords.

Submission -The act of submitting a web page to a search engine or web site to a directory.

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.

Tracking URL - URL that has specific parameters assigned to it, allowing you to gather information about the source of the click, the search query used and other metrics.

Traffic - A reference to the number of visitors a web site receives. Google AdSense glossary.

Two-tier - An Internet marketing model that allows affiliates to sign-up for other affiliates.

Unique Visitor - The unique IP address that describes the identity of the visitor.

URL (Universal Resource Locator) - A unique sequence of characters that describes the location of a webpage. Most websites are located on http servers and begin with HTTP://.

Usability - The potential of a website to return value to its users as quickly and easily as possible.

Weblog - It started out as referring to specific content management software (blogger) and has transitioned into a description for a wide range of personal pages and journals.

widget - A generic term for any product or keyword. Used on WebmasterWorld to avoid mentioning specific products.

WordTracker - The keyword tool most widely used by PPC advertisers.

Yahoo - One of the oldest directories on the net.

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