Search Engine Marketing jargon buster, simplifying online marketing acronyms and phrases.

Are you confused by SEM jargon, this Jargon buster is sure to help!

At net egg we know how bad it can be within the online community when it comes to using jargon. Let's face it the industry if rife with it. We have been trawling through the acronyms and have developed a simple learning center which can be used as reference for all the terms, phrases and acronyms associated with search engine marketing activities.

302 Redirect

302 Redirect is a method of URL redirection. i.e. I feed into a browser a web address which in turn automatically redirects me via a 302 redirect to a different location. This is often used with secondary domain names for a site.
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404 Error Page

404 Error Page is a protocol that a server uses to automatically generate a error web page when a user requests a page that does not exist.
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Action

An Action is something that a webmaster will define which a user performs. Examples may be viewing a page, calling for information, signing up for an offer or submitting details to a web site.
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Ad Group

Ad Rank

The Ad Rank or score determines where a ad text lies within the search engine listings. A high rank would be 1st at the top of the listings, a low rank for example 20 would be on the 2nd-3rd pages of the search engine listings.
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Ad Text

AdWords

Affiliate

An Affiliate is a 3rd party promotion partner that is purely paid on the results that they generate.
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Algorithm

Analytics

Analytics is the study of user or web site. behavioral patterns. Invariable an analytics programs will study actual server logs but they can also be configured using page tracking techniques.
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AOL

API

API - Application Programming Interface is a source code interface that a computer system or program library provides to support requests for services to be made of it by a computer program.<Top of the Page>

ASCII

ASCII - American Standard Code for Information Interchange - is a character encoding based on the English alphabet. ASCII codes represent text in computers, communications equipment, and other devices that work with text.
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ASP

ASV

ASV - Average Sale Value of a web site. is calculated by taking the total revenue generated by the web site and dividing that by the total number of sales.
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B2B

B2B - Business to Business, this is in reference to a business communicating to other businesses.
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B2C

B2C - Business to Consumers, this is in reference to a business communicating to it's consumers.
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Banner

A Banner is a static or dynamic image advert that can be placed upon a publishers web site. Generally a jpeg, gif or mpeg.
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Best Practice Funding

Best Practice Funding - BPF is Google's way of increasing SEM agency productivity. Based upon the SEM's gross Google sales, Google will give back to the Agency a percentage of their sales every quarter, but only if they comply with strict Google guidelines. Kickbacks vary from 3%-9% dependant on sales volume.
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Bid Landscape

The Bid Landscape is a phrase used to describe the listings that are appearing, the landscape includes the bid prices that the advertisers are bidding to, within a particular field. For example the top advertiser pay a £1, the bottom pays £0.05 the landscape would comprise of these two advertisers and all the others in between.
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Bid Management Software

Bid Management Software this is software that comprises of rules and strategies to manage search engine keyword bid prices. They invariable operate using an API access key with the search engine. There are many forms of software available on the market today.
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Bidding

Blog

A Blog is a web site. where entries are written in chronological order and displayed in reverse chronological order. Blogs provide commentary or news on a particular subject such as food, politics, or local news; some function as more personal online diaries.
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Bounce Rate

The Bounce Rate of a web site, is the percentage of people who enter your site and leave before viewing any other page than the entry page on your site. It is a good guage of how people interact with the entry page of your site for a given search term.
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Bounty

BPF

Browser

A Browser is the tool which internet user use to browse the internet. Internet Explorer is the most common, others include Firefox, Netscape and Safari.
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C2A

C2A - Clicks to Actions is a conversion rate metric. Generally represented as a % it is the number of actions divided by the number of clicks to achieve those actions. 5 Action, 100 Clicks would give me a 5% C2A%.
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C2S

C2S - Clicks to Sales is a conversion rate metric. Generally represented as a % it is the number of sales divided by the number of clicks to achieve those sales. 5 Sales, 100 Clicks would give me a 5% C2S%.
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Caching

Caching - When a web page loads in a browser files such as images and CSS are downloaded to your computer's Temporary Internet Files. They store here or 'Cache' here so when you return to the site the page can load directly from your system. This is called Caching, to clear your cache will remove these temporarily internet files.
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Campaign

A Campaign is the term given to a marketing initiative. Your could have an ongoing campaign or a time constrained campaign. Each campaign would have its own goals and targets.
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CGI

CGI - Common Gateway Interface ( CGI ) is a standard protocol for interfacing external application software with an information server, usually a web server. This allows the server to pass requests from a client web browser to the external application. The web server can then return the output from the application to the web browser.
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Clicks

A Click is the term used for when a prospective customer clicks on your link, ad or banner .
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Click Fraud

Click Fraud is term used to describe malicious clicks on Paid Results in search engines. Often the realm of bitter competitors or sentinel software programs the search engines have very sophisticated methods of detecting and eradicating the threat.
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Client Side

Client Side programmed actions that occur on the users systems. The opposite to Server Side
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Commission

Confirmation Page

The Confirmation Page is the page that spawns after a user has performed an action or sale. It spawns to confirm the completion of that action or sale. Often a page used by tracking tools.
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Content

Content is king! Content is the meat to your web site. it is the unique information that you give to the world through your web site. It is often the key to a successful SEO program.
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Conv. Rate

Conv. Rate - the conversion rate is the rate at which actions or sales occur vs the volume of visitors/customers. For example if you get 10 customers and 1 sale your conversion rate is 10%. See also C2S or C2A.
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Conversion

A Conversion is a defined action which has inherent value to the web site. owner. Examples would be a completed sale or completed application.
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Conversion Page

Conversion Point

Conversion Rate

HTTP Cookies, sometimes known as web cookies or just cookies, are parcels of text sent by a server to a web browser and then sent back unchanged by the browser each time it accesses that server. HTTP cookies are used for authenticating, tracking, and maintaining specific information about users, such as site preferences and the contents of their electronic shopping carts.
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COS

COS - cost of sale is a measurement of success in marketing. It is essentially the reverse of ROI. It is calculated as a percentage buy dividing the total expenditure buy the total revenue. For example if I spend a £1 and make £5 my cost of sale would be 1 / 5 therefore 20%.
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Cost/Conv.

Cost/Conv. Cost per conversion is a simple metric identical to CPS or CPA. It is the total cost divided by the total number of sales. Example: If I spent £50 and I get 5 conversions my Cost/Conversion is £10 (£50 / 5).
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CPA

CPC

CPC - Cost Per Click. This is the cost paid out for each click purchased. It can be calculated by dividing the total cost by the total number of clicks to give you a CPC. Example: If i spend £10 and have 10 clicks my CPC is £1/click
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CPM

CPM - Cost Per 1000 impressions - CPM is a method of charging for advertising based on impressions rather than clicks. CPM is a cost per 1000 impressions. Example: I spend £10 and received 5000 impressions my CPM would be £2.00 (£10 / (5000 impressions / 1000 impressions).
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CPS

CRM

CSS

CSS - Cascading Style Sheets - This is a primary method of formatting and glamming up a web page. The style sheets control all of the fonts, images and locations of items as they load on a page.
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CTR

CTR - Click through Rate - The CTR is determined by the number of times you ad has been seen vs the number of times it has been clicked on. Example: My ad has had 10 impressions 1 click, my CTR therefore is 10% (1/10x100%)
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Day Parting

Day Parting is a term associated with a bidding technique. It is the setting of bids to correspond to optimal times in the day. For example: I know that my customers mostly buy at lunch time, so in order to capture as many people as I can at lunch time I day part and up my bids at lunch time.
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Deep Linking

Deep Linking is the linking of ad texts or keywords to the best page in your web site. For example: If you sell garden equipment and someone searches for a 'hoe' if you just send them to the home page that is not deep linked. A deep link would be linking that keyword directly to your page with hoes on it.
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Direct Hit

A Direct Hit is a user that hits your site directly and not via any other referring source. An example would be for me to type into a browser the domain name and click go. That would be classed as a direct hit.
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DMOZ

DMOZ is the 'Open Directory Project' the largest, most comprehensive human-edited directory of the Web. It is constructed and maintained by a vast, global community of volunteer editors.
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DNS

The Domain Name System (DNS) associates various sorts of information with so-called domain names; most importantly, it serves as the "phone book" for the Internet: it translates human-readable computer host names, e.g. www.netegg.co.uk, into the IP addresses that networking equipment needs for delivering information. It also stores other information such as the list of mail exchange servers that accept e-mail for a given domain.
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Domain

A Domain is the human readable format of a web site. address. For example www.netegg.co.uk that is our domain address.
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Drop Off Rate

Drop Off Rate is calculated by looking at the number of people who leave the web site. whilst moving through the sales process. Each stage users will drop and this is classed as the drop off rate. A high DOR is not good!
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Drop Out Rate

EPC

EPC - Earnings Per Click - This is a metric commonly associated with Affiliate programs. It is the value of sales generated by each click. For example: I have made £100 of sales from 200 clicks. My EPC would be £100 / 200 clicks which is £0.50epc.
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FAQ

Favicon

Favicon is a file type used for populating the browser address bar with a pretty branded image.
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FFA

FFA - Free For All link page is a web page where any webmaster can post a link with a description.
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Flash

Macromedia Flash is a graphic editing suite that allows you to create images and movie clips. You can publish to HTML, SWF, JPEG or GIF formats.
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Form

A Form is a interactive part of a web page whereby a user can submit to the site information to be stored or used by the site.
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Forum

A Forum is a community based web site. similar to a blog where users can express opinions and share ideas about anything.
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Frames

Using Frames is a method of web page construction. It allows the webmaster to have one control frame which stays constant, within this is feed in secondary content pages within the master frame.
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GAP

GAP - Google Advertising Professional - An industry standard exam for anyone within the world of PPC, an absolute must for any reseller of Google's products.
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GIF

GIF - Graphics Interchange Format is an 8-bit-per-pixel bitmap image format. Introduced by CompuServe in 1987 has now come into widespread usage on the World Wide Web due to its wide support and portability.
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Google

Google was co-founded by Larry Page and Sergey Brin in 1996. Based in Mountain View, California Google are widely regarded as the largest PPC Search Engine within the UK. Their offering is ever increasing with the option of Banner, Mobile, Radio and more Multimedia methods of advertising it is safe to say that Google are at the forefront of web marketing solutions.
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Goto.com

Goto.com are regarded as the inventors of PPC in 1998. Renamed as Overture in 2001 they supplied portals such as MSN, Yahoo!, Altavista and others with their search result content. In 2003 Overture was acquired by Yahoo! which latter rename Y!SM or Yahoo Search Marketing.
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Hit

Every time a user enters your site from an external source is regards as a hit.
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HTML

HTML - Hypertext Markup Language - is the basic language predominantly used for the creation of 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 supplement that text with interactive forms, embedded images, and other objects.
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HTTP

HTTP - Hypertext Transfer Protocol is a communications protocol used to convey or transfer information on the World Wide Web .
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Impressions

Impressions every time an ad text or ad image is called upon to be displayed on a page, it is classed as an impression.
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Inbound Link

An Inbound Link or IBL is a external link that links into your web site. Commonly used in SEO, inbound links can vastly improve your sites standing on the web.
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Interstitial

Interstitial is an advertisement that loads between two content pages.<Top of the Page>

IP is a data-oriented protocol used for communicating data across a packet-switched inter-network. IP provides the service of communicable unique global addressing amongst computers.
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IP Address

IP Address (Internet Protocol address) is a unique address that certain electronic devices use in order to identify and communicate with each other on a computer network utilising the Internet Protocol standard (IP), in simpler terms, a computer address. Any participating network device including routers, computers, time-servers, printers, Internet fax machines, and some telephones can have their own unique IP address.
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ISP

ISP internet service provider is a company that provides internet access to the user.<Top of the Page>

JPEG

JPEG is a standardised method of image of photograph compression form by the Joint Photographic Experts Group hence the name JPEG.
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Keyword

Keyword is the name associated with the search phrase used to trigger search results on a search engine. It is also a term that describes the key phrases or terms about a business, service or product.
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Keyword Density

Keyword Density is the density level of a particular keyword's presence on a web page. For example if there are 10 keywords within a page and one particular keyword appears twice and the other word are different. The keyword that appears twice would be given a keyword density of 20% (2 in 10). Keyword density is an important factor for search engine ranking of web page content. Too high or too low a density will have a negative effect on search results.
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Landing Page

Landing Page is the page that appears when a user clicks through a link.
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Lead

A Lead is when a prospective customer makes contact with a business to enquire about products and services. A Lead can either be generate online through an email or form or over the telephone.
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Leader Board

Leader Board is a standardised image size for a advertising banner (728 pixels by 90 pixels)
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Link Checker

Link Checker a sentinel program designer to check links for content or to see if they are still active.
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Links

A Links primarily using a URL is the coded link between one web page and another. Standard links are text, graphics and movies but they can take many other forms.
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Logs

Logs - every time an action is performed on a web site, be it a page view, an image load or a file request the server that hosts that web site creates a log of that action.
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Masked Auction

A Masked Auction is a search engine keyword auction whereby you cannot see your competitors bid prices or positions. You also cannot categorically position your ad text within the search results as that is determined by the search engine's algorithm.
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Merchant

Meta Tag

META Tag (Meta elements) are HTML elements used to provide structured meta data about a web page. These elements must be placed as tags in the head section of an HTML document. They include the description and keywords used to describe a web page, but there are also other forms.
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Mod Rewrite

Mod Rewrite is a method of rewriting a dynamic URL as a static URL. This is commonly done for SEO purposes to improve the pages navigation for spiders.
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Moderator

Mouse trapping

Mouse trapping is a method of disabling the browser back button to try and trap a user on your web site.
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MPEG

MPEG is a standardised video encoding and compression technique developed by the Moving Picture Experts Group hence the name.
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MSN

MSN short for Microsoft Network is a collection of Internet services provided by Microsoft. Initially released on August 24, 1995, to coincide with the release of their operation system Windows 95. The MSN AdCenter is their Pay Per Click service.
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Netiquette

Netiquette is the abbreviated term for net etiquette, a catch-all term for the conventions of politeness online.
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Opt In Marketing

Opt In Marketing is the marketing to people who voluntarily opt into the marketing program. If taking details of a customer in order to marketing to them later down the line they must be given the option to opt in or out. By opting in they allow themselves to be marketed to by the company and its partners.
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Order

Outbound Link

Outbound Link is the opposite to an inbound link. It is a URL link embedded in your web sites page that links out to an external site.
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Over delivery

Over delivery is the term used to describe Google's over delivery of clicks. Within AdWords it is possible to set a daily budget. The Adwords system can in fact spend up to 20% over that budget, this is called the over delivery.
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Overture

Page Rank

Page Rank is a term used by Google to display the importance of a page on the web. A high page rank would be 10 a low one 0.
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Page Views

A Page View is every time a page is called upon to be displayed within a browser.
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Peretos Law

Peretos Law that 20% of your business or processes does 80% of the productivity. A common PPC analogy that 20% of you keywords will do 80% of the revenue.
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PFI

Pay For Inclusion (PFI) is paying to have web pages included in a search engine's database and regularly updated.
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PFP

PFP pay for performance, a payment model whereby you only pay for the results generated.
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PHP

PHP is a reflective programming language originally designed for producing dynamic web pages. PHP is used mainly in server-side scripting , but can be used from a command line interface or in standalone graphical applications.
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Pixel Image

A Pixel Image is a common method of tracking used today. In the same way an image is called and placed into web page the single pixel image does the same thing, but rather than embedding an image it has encoded within the image the relevant tracked information. It is usually generated in a 1x1 pixel format and is completely invisible on the page.
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Pop Under

Pop Under is a marketing pop up window that pops up underneath the browser window you are currently viewing.
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Pop-Up

Pop-Up is a marketing pop up window that pops up over the top of the browser window you are currently viewing.
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PPA

Pay per action (PPA) is a marketing payment method whereby you only pay for completed actions.
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PPC

PPC Pay Per Click is a method of internet advertising where the advertiser only pays when their advert is clicked on hence pay per click.
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PPI

Pay per impression (PPI) is a method of internet advertising where the advertiser pays whenever their advert is spawned within a web page.
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PPL

Pay per lead (PPL) is a marketing payment method whereby you only pay for completed leads.
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PPS

Pay per sale (PPS) is a marketing payment method whereby you only pay for completed sale.
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Product Id

QS the abbreviation of Quality Score, is the score attributed to the quality of your ad text in Google AdWords. It is determined by a number of factors such as CTR, landing page quality and ad text quality.
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Quality Score

Reciprocal Links

Reciprocal Links are links that are reciprocated between you and another site. i.e. you have a link on your site pointing to a partner site and the partner site has a reciprocal link pointing back to yours.
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Referrer

Referrer is the source of the referring traffic. For example if you search on Google for a bookshop and click on the top link to a bookshop. You enter the bookshop site and your referrer would of been Google as that is what lead you to that site.
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Return On Advertising Spend

Return On Advertising Spend or (ROAS) is a measure of return and campaign success. It is calculated as a percentage by dividing your revenue by your cost multiplied by 100%. For example my campaign cost was £10 my revenue was £100 therefore the ROAS of the campaign would be 100/10*100% therefore 1000% ROAS.
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Return On Investment

Return On Investment or (ROI) is a measure of return and campaign success. It is calculated as a percentage by dividing your profit by your cost multiplied by 100%. For example my campaign cost was £10 my revenue was £100 therefore the ROI of the campaign would be - (revenue-cost)/cost*100% - (100-10)/10*100% therefore 900% ROI.
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ROAS

ROI

RON

RON - Run Of the Network is when your ads are rotated and displayed across an entire advertising network for a period of time.
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ROS

ROS - Run Of a Site is when your ads are rotated and displayed across all the pages of a web site for a period of time.
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Sales

A Sale is class of action whereby a customer has exchanged money with the advertiser for products and services.
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Sale Id

Sale Id is a unique identifying code generated at point of sale relating to that sale on the web site.
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SEM

SEM is the abbreviation of search engine marketing or marketers.
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Search Engine

A Search Engine is a portal or web site whereby a user can initiate a query through a keyword or phrase to find relevant web sites on the internet associated with the keyword used. Example of search engines are Google, Yahoo and MSN.
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Search Term

SEO

SEO - search engine optimisation is the process of web site optimisation to get the web site to appear higher up search engine rankings for particular keywords and phrases.
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SEP

SEP Search Engine Positioning - the process of getting your page listed on the search engine results page. Similar to SEO.
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SERP

SERP - Search Engine Results Page, after a user has initiated a search query for something on a search engine, the SERP is the resultant web page that appears carrying the results of the search query.
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Server

Server - a server is a computer that is on all the time and linked to the world wide web. It is the store for web site files which we access from the internet. In other words the server is a dedicated computer that hosts web sites.
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Server Side

Server Side programmed actions that occurs on the server before a web page is spawned. The opposite to Client Side.
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Session

A Session is the term associated with time spent traveling around a web site. As soon as a user enters a web site. it triggers a session as soon as the user again leaves the web site it closes the session. A session will store all of the users actions while they were on the web site.
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Session Id

Session Tracking

Shopping Cart

Shopping Cart is the software that drives the sales process of the site. It is like a virtual shopping trolley which users can add and remove products to, and then proceed to checkout to purchase.
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Shopping Cart Abandonment

Shopping Cart Abandonment is the epidemic of users dropping off the web site whilst going through the processes of shopping cart.
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Shopping Engine

Shopping Engines are similar to search engines accept rather than searching through web sites to generate results they search through multiple product feeds to generate results. They work on a Pay Per Click basis where advertisers can submit their product feeds. Invariable shopping engine sites have a product comparison feel to them.
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Skyscraper

Skyscraper an online ad significantly taller than the 120x240 vertical banner
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Source Code

Splash Page

Splash Page is a page that loads up before you enter the main site. They often have flash content on them which users have the option to skip.
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Split Testing

Split Testing is the means of testing different ad text by dual serving them and monitoring the results.
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Spider

Spider is a term given to the programmed bot of search engines used to crawl the web extracting information about the the web sites.
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SSI

Super Affiliate

SWF

SWF is a movie file which has been created using Macromedia Flash.
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The Fold

The Fold is line at the bottom of the screen when a web page loads. 'Above the fold' is what the user can see upon loading, 'below the fold' is what the user sees if they scroll down the page.
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Tracking

Tracking is the name given to the monitoring of a web site. or of the successfulness of a marketing campaign. There are many levels of tracking and many types of tracking software.
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Traffic

Traffic is the term used to describe the overall number of users coming through your web site. Lots of traffic would be 1000's of hits a day, small amounts of traffic would be a couple of hits a day.
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Unique Visitor

Unique Visitor is a visitor to your web site that has never come before therefore being completely unique.
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URL

Uniform Resource Locator (URL) is a technical, web-related term used for the physical address of a web page or web site on the world wide web.
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Usability

Usability is the study of a web site. looking solely at the functionality of the site. How easy is it to navigate and find what you are looking for as well as in the case of e-commerce sites how easy is it to purchase.
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USP

USP Unique Selling Point or Proposition is a marking term used to describe the key feature of a product or service.
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Viral Marketing

Viral Marketing is a method of marketing that focuses on trying to spread the word about your product virally. E.g. I give something to 10 people, they give it to 10 more people, they give it to 10 more people, so on and so on.
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Visit

A Visit is when a user visits a web page, having 5 visits would mean 5 people had viewed your web page.
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W3C

W3C - the world wide web consortium - set down internationally recognised quality standard guidelines for the construction of web pages and web sites.
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WHOIS

WHOIS is a TCP-based query/response protocol which is widely used for querying a database in order to determine the owner of a domain name, an IP address , or an autonomous system number on the Internet .
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WWW

WWW the abbreviation of the world wide web otherwise known as the internet.
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Yahoo

Yahoo is a portal on the internet with one of the largest user bases online. They offer many services such as web mail as well as being one of the big 3 search engines with Google and MSN.
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YSM

YSM Ambassador

YSM Ambassador is a standard which SEM agencies must be apart of in the US if they are to resell YSM products and services. Requirements are the passing of a Yahoo exam and exceeding a score of 80%.
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Link to net egg the SEM experts!

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