Glossary - Understanding Sponsored Search - page 244

Customer life cycle : the progressive steps a customer goes through when purchasing,
using, or considering a product or service (Source: Quirk) (see Chapter 6 BAM!).
Customer segment : a powerful aspect of relationship marketing in which you tar-
get a subsection or group of customers who share a specific trait or set of behaviors.
See also demographics and psychographics (Source: WebTrends) (see Chapter
BAM!).
Data : information that has been translated into a form that is more convenient to
move or process (see Chapter 7 analytics).
Dayparting : the ability to specify different times of day, or day of week, for ad dis-
plays as a way to target searchers more specifically. An option that limits serves of
specified ads based on day and time factors (Source: SEMPO) (see Chapter BAM!).
Demographics : common characteristics used for population or audience seg-
mentation, such as age, gender, household income, and the like. The physical
characteristics of human populations and segments of populations often used to
identify consumer markets. Demographics can include information such as age,
gender, marital status, education, and geographic location. See also psychographics
(Source: modified from WebTrends and IAB) (see Chapter 6 BAM!).
Description : in the context of the search engines, the description refers to the
descriptive text accompanied by a title and URL in the search results page. Some
search engines take this description from the meta description whereas most gen-
erate their own from the page content. Directories often ask for a description
when you submit your page (Source: SearchEngineDictionary.com) (see Chapter
4 ads).
DIKW : Data, Information, Knowledge, and Wisdom, a hierarchy of understanding
this overloaded term - information (see Chapter 7 analytics).
Display advertising : a form of online advertising where an advertiser's message is
shown on a destination Web page, generally set off in a box at the top or bottom or to
one side of the content of the page (Source: IAB) (see Chapter BAM!).
Display URL : the Web page URL that one actually sees in a PPC text ad. Display
URL usually appears as the last line in the ad; it may be a simplified path for the longer
actual URL, which is not visible (Source: SEMPO) (see Chapter 4 ads).
Distribution network : a network of Web sites (content publishers, ISPs) or search
engines and their partner sites on which paid ads can be distributed. The network
receives advertisements from the host search engine, paid for with a CPC or CPM
model (Source: SEMPO) (see Chapter 6 BAM!).
DIY : Do It Yourself (see Chapter 2 model).
Drop shipper : a company that fulfills the order for another seller (see Chapter 6
BAM!).
Dynamic ad insertion : the process by which an ad is inserted into a page in response
to a user's request. Dynamic ad placement allows alteration of specific ads placed on
a page based on any data available to the placement program. At its simplest, dynamic
ad placement allows for multiple ads to be rotated through one or more spaces. In