- Above the fold
Positioning an ad so that it is viewed on a web page without the need for horizontal scrolling.
- Ad unit
A group of from one to six ads, displayed by a single call to the ad program's server (typically via a program such as Google's AdSense).
- Affiliate
A virtual online sales agent for an online merchant, sometimes also called an associate. Affiliates make money when visitors to the affiliate site click through to the merchant's site, and then make a purchase.
- Affiliate aggregator
A business that manages the relationships between online merchants and their affiliates.
- Associate
See affiliate.
- Authentication headers
Information required by an AdWords API web service to validate access to the service.
- Blog
An online dated chronicle, usually in reverse chronological order.
- Blogging
The act of creating a blog entry.
- Blogosphere
The online world of blogs and blogging.
- Bot
Software that automatically searches the web for sites and pages to index (also called a robot, web crawler, or spider).
- Channel
Used to track advertising results from different portions of a site (or sites).
- Click fraud
A click made without actual interest in the product or services offered.
- Click-through
The act of clicking on a link (or linked ad) on a web page and opening the target of that link or ad.
- Competitive filter
Used to block ads that link to specific domains; often used to block competitor's ads from appearing on a site.
- Contextually relevant ad
An ad whose content is relevant to the context in which the ad is placed; placing ads in a contextually relevant fashion is the goal of the Google AdSense for Content program.
- Conversion
A conversion occurs when a site visitor performs a defined action, such as buying something.
- Conversion ratio
The percentage of site visitors who convert.
- Conversion tracking
A mechanism used to track the number of site visitors who convert.
- Cookie
A piece of information sent by a web server to a web browser; the browser saves the cookie and sends it back to the server on request.
- CPC
Cost Per Click; the amount paid by an advertiser when an adsuch as a Google AdWords adis clicked.
- CPM
Cost Per Thousand; advertising paid for per thousand impression without regard to the number of click-throughs (in contrast to CPC ads).
- Crawler
See Bot.
- Creative
A text or graphical ad.
- Cross links
Links between the pages on a site.
- CTR
Click Through Rate; the percentage of ad click-throughs per ad impressions.
- Developer token
A Google AdWords developer token (also called a developer key) is used to programmatically access the Google AdWords API web services.
- Dynamic URL
A web address of a program, often followed by a question mark (?) and name=value pairs.
- Dynamic web site
A web site whose content frequently changes, probably in response to user actions; dynamic web sites often using a database to supply content.
- eCPM
effective Cost Per Thousand Impressions; a way to compare revenue from different kinds of advertising. eCPM is calculated by dividing the total earnings from an ad by its impressions in thousands. You can use this calculation to compare CPC revenue with its CPM equivalent.
- Elevator pitch
Summary of a business idea, or of the content on a web site.
- Imposition
The placement of ads in traditional print media.
- Impressions
The number of times a page, or an ad, is displayed.
- Inbound links
Links to a site
- Include
See server-side include.
- Keyword
(1) A word used as part of a search query; (2) A word or phrase used for targeting an ad in a program such as Google AdWords.
- Link farm
A site that exists for the sole purpose of providing inbound links to better a page's search ranking.
- Link unit
Displays links to pages containing ads.
- Meta information
Information used to describe and categorize content such as a web page; for example, meta tag keyword and description data can help search engines properly categorize a site.
- Meta tag
A mechanism used to provide information about a web page.
- Micro-unit
A micro-unit, or micro, is used by the Google AdWords APIs to express monetary amounts. A micro is defined as one millionth of the fundamental currency unit, with the fundamental currency unit depending on the AdWords account involved. For example, with an AdWord account using U.S. dollars, 1,000,000 micros equals $1.00, and 10,000 micros = $.01.
- MovableType
Leading blogging software, particularly appropriate for managing multiple blogs and authors.
- No robots protocol
Used to exclude bots from searching a site.
- ODP
Open Directory Project; an open source taxonomy and directory of web content.
- Outbound links
Links leading off a web site.
- Page CTR
The CTR for an individual web page.
- PageRank
The algorithm used by Google to determine a web page's ranking, and hence the order it will be returned as part of a given search result set.
- PHP
PHP Hypertext Processor; a popular server-side programming language used mostly for web pages
- PPC
Pay Per Click, an ad that is paid for on a per-click basis, in other words, using a CPC ad program.
- Proxy class
A class used to encapsulate remote interactions for another class, such as a web service.
- Public Service Ad (PSA)
Public Service Ads are run by an advertising broker such as Google in the public interest. No fees are paid for click throughs of PSAs. PSAs will often appear before a site has been contextually profiled.
- Robot
See Bot.
- ROI
Return On Investment the financial benefit, usually expressed in terms of an annual percentage, of making a particular investment.
- SOAP
Simple Object Access Protocol; a mechanism for publishing and invoking web services.
- SEO
Search Engine Optimization; tuning web pages and sites so they will appear higher in the ranks of search engine results.
- Server-side include
A mechanism used to place content from a file on the web inside a web page or file.
- Skyscraper
A vertical ad block.
- Spider
See Bot.
- Static web site
A static web site provides content that doesn't change frequently, in contrast to a dynamic web site.
- Syndication
The mechanism of distributing a feed of information in XML format, including information derived from blog entries.
- Taxonomy
A system used to categorize knowledge and information.
- Templating system
Uses templates and special tags to manage the display of content, often derived from a database, on the Web.
- TOS
Terms of Service; the conditions to which you must agree to join a program.
- Trackback
A trackback is a comment recorded in a blog indicating that another blog has referenced the current entry.
- Tracking cookie
In some circumstances, placed on an end-user's computer to help keep track of the user's actions; used by the Google AdWords program to track conversions.
- Tracking ID
In affiliate programs, used to track the source of the customer so a sales commission can be paid.
- URL
Uniform Resource Locator; a web address. The typical URL specifies the method used to access the resource (a protocol such as HTTP or HTTPS), the name of the host computer on which the resource is located, and the path of the resource, e.g., http://www.braintique.com/ad/index.php.
- WCM
Web Content Management; software used to manage content and display it on the Web.
- Webalizer
Popular software used on Linux servers for showing information about visitors to a site.
- Webmaster
The person responsible for creating and administering a web site.
- Webmaster program
A webmaster program pays a fee for referring webmasters (rather than end-users).
- Workflow
On the web, workflow usually means the process of managing, editing, approving, and displaying content.
- WordPress
Open source blogging software created using the PHP programming language.
- WSDL file
A Web Services Description Language file provides information about a web service and its members.
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