Technology Marketing by Tatum MarketingJust another WordPress weblog

Quality Score - First introduced by Google and now used by a number of search engines, quality score is a variable assigned by the search engine to each of an advertiser’s keywords. Quality score is meant to reflect how relevant ad text an ad is to the user’s query. Actual quality score algorithms are unknown, but they generally take into account the content of an ad, the content of the landing page, and both click-through and conversion rates. The higher your quality score, the lower your minimum bid and the better your ad position.

Click-through-Rate (CTR) – Click-through-rate is the percentage of people viewing a paid search ad who click on the ad. CTR is determined by dividing the number of clicks an ad receives by the number of times the ad is shown. CTR is one of the factors commonly used to evaluate the success of a search ad.

Content Match – A type of search advertising that goes beyond search engine pages. With content match, ads are matched to the content of the web page the ad appears on. If you are selling financial software, for example, your ad may be shown on pages that carry articles about finance.

Impressions – Impressions refers to the number of times an online advertisement is made available for viewing. If the ad appears on multiple pages of a website, one viewer may get several impressions as he or she he browses through a website. Cost-per-impression (called CPM) is one method of charging for advertisements.

Banner advertising - A banner ad is an advertisement that is embedded into a website. The ad itself links to the advertiser’s website – or landing page. The intent is for visitors to click on the ad and go to the advertiser’s page. Banner ads often use animation to help draw attention to the ad.

Referring URL – a website that contains a link to another website. In web track analysis, this refers to visitors who arrive at a web site by clicking on a link in another site or on a different page within the same site.

Direct Traffic – Direct traffic is made up of visitors who reach a website by actually typing in the URL. Direct traffic is different from traffic that reaches a website via search engines or referring sites.

B2C – Stands for “Business-to-consumer”. This term refers to any business that sells its products or services to consumers. It is used to differentiate these companies from those that sell products or services for use by other businesses.

B2B – Stands for “Business-to-business”. This term refers to any business that sells its products or services to other businesses. It is used to differentiate these companies from those that sell consumer products. 

Bounce rate – Bounce rate refers to the percentage of a website’s visitors who abandon the entry page quickly and without going clicking any links on the page. It is used to determine how effective the entry page is. The lower the bounce rate, the more effective the page. It can also be an indication of whether or not a traffic generation program is delivering qualified traffic.