Glossary - Technical Words

A - E

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.

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.

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).

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.

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.

Content Management (CM)

Set of processes and technologies that support the evolutionary life cycle of digital information

Conversion Rate

The percent of people that buy your product/service of all who visit your webpage.

Cost Per Click (CPC)

The amount of money you pay to a search engine for one click on your ad.

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.

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.

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.

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F - J

Flash website

Website created using a software package called Flash which was developed by Macromedia, popular due to their professional look and animation.

FTP (File Transfer Protocol)

It is used to transfer data from one computer to another over the Internet, or through a network.

Geo-targeting

Geographical targeting. Describes the distribution of your ad to Internet users in different countries.

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 (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 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.

Internet hosting service

Service that runs Internet servers, allowing organizations and individuals to serve content to the Internet.

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

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K - O

Keyword (Internet search)

Word used to find useful results in internet searches

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

Meta Tag

Elements used to specify page description and keywords about a web page.

Minor edit

Small edits regarding the body of the website, including texts or image changes.

Major edit

Edits regarding change of template, including template color or image change.

Negative Keyword

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

Organic Results

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

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P - T

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

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.

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.

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 Marketing (SEM)

A single term definition for both pay per click (PPC) advertising and search engine optimization (SEO).

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.

Splash page

Also referred to as a landing page, is optional alternative homepage page which visitors see when they browse to your website. The function of a splash page can be to give clearer introduction to what your business does, feature an animated sequence known as an 'intro', or clearly distinguish different business units or geographic locations which your company offers or services and subsequently allow visitors to navigate to the most appropriate one.

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

>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

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.

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.

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U - Z

Unique Visitor

The unique IP address that describes the identity of the visitor.

URL (Uniform Resource Locator)

A unique sequence of characters that describes the location of a webpage.

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.

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