Cloaking is the presentation of alternate pages to a search engine Spider to crawl so that it will index different content for that URL to what a human browser would view. This practice is a carried out to help achieve a higher search engine position or to deceive users into visiting a site they had no intention of visiting. This is considered to be Black […]

Contextual or content inventory occurs when listings are displayed on pages of Web sites, seldomly search engines, where the text on the page specifies to the ad server that the page is a good match to the specific keyword/s query. This may be quantified by counting the number of times a viewer clicks on the displayed advert.

Conversion is the term used for an action a user takes while visiting a website, i.e. making a purchase, requesting information, following on Facebook or Twitter, or registering for an account.

Conversion analytics is a type of website analytics which is concerned specifically with the conversion rate achieved from organic as well as paid for search engine traffic, this includes knowing what keywords/phrases convert using their queries, the type of conversion which occurs, successful landing page paths and which search engine was used.

Conversion rate is the next step up the ladder from Click Through Rate. It’s the % of all site visitors who have converted by either making a purchase, registering or request information. If 4 users buy a product or service and two users requests a subscription out of 100 daily visitors, a site’s conversion rate is 6%. There are many other ways of accessing what […]

Is where an advertiser pays for a specified action which is linked to an advertisement i.e. each time a user purchases the desired product, opens an account, subscribes to a news letter or requests a free trial. Similar to the other CPA other than investment return.

Also known as pay per click, cost per click is an advertising revenue system used by search engines where clients ad agencies pay an agreed amount for each click of their ads. This click through rate is based upon a payment structure which is considered by some advertisers to be the more cost effective than the Cost Per Thousand payment structure.

Also known as cost per impression or CPM is an advertising revenue system used by search engines and advertising networks in which ad companies pay an agreed amount for every 1,000 (M in Roman numerals) users who view their ads, while not mattering if a click through or a conversion is achieved. CPM is typically used in Banner Ads, while CPC is used for the […]

Cost per acquisition (CPA) is the return on the investment in which the return is measured by dividing total marketing costs by the actual conversions that have been achieved. Total acquisition costs divided by the number of conversions equals CPA.

A crawler is also known as Spider or Robot, it’s a search engine program that literally “crawls” the web, collecting data, following links, making copies of new and updated sites, and storing millions of URLs in the search engine’s Index. This allows the search engines to respond with faster and more relevant or timely listings.