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).


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.


See affiliate.

Authentication headers

Information required by an AdWords API web service to validate access to the service.


An online dated chronicle, usually in reverse chronological order.


The act of creating a blog entry.


The online world of blogs and blogging.


Software that automatically searches the web for sites and pages to index (also called a robot, web crawler, or spider).


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.


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.


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.


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.


Cost Per Click; the amount paid by an advertiser when an adsuch as a Google AdWords adis clicked.


Cost Per Thousand; advertising paid for per thousand impression without regard to the number of click-throughs (in contrast to CPC ads).


See Bot.


A text or graphical ad.

Cross links

Links between the pages on a site.


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.


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.


The placement of ads in traditional print media.


The number of times a page, or an ad, is displayed.

Inbound links

Links to a site


See server-side include.


(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.


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.


Leading blogging software, particularly appropriate for managing multiple blogs and authors.

No robots protocol

Used to exclude bots from searching a site.


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.


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 Hypertext Processor; a popular server-side programming language used mostly for web pages


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.


See Bot.


Return On Investment the financial benefit, usually expressed in terms of an annual percentage, of making a particular investment.


Simple Object Access Protocol; a mechanism for publishing and invoking web services.


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.


A vertical ad block.


See Bot.

Static web site

A static web site provides content that doesn't change frequently, in contrast to a dynamic web site.


The mechanism of distributing a feed of information in XML format, including information derived from blog entries.


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.


Terms of Service; the conditions to which you must agree to join a program.


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.


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.,


Web Content Management; software used to manage content and display it on the Web.


Popular software used on Linux servers for showing information about visitors to a site.


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).


On the web, workflow usually means the process of managing, editing, approving, and displaying content.


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.

Google Advertising Tools. Cashing in with AdSense, AdWords, and the Google APIs
Google Advertising Tools: Cashing in with Adsense, Adwords, and the Google APIs
ISBN: 0596101082
EAN: 2147483647
Year: 2004
Pages: 145
Authors: Harold Davis

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