Databases Reference
In-Depth Information
to index a page. Common meta tags used in search engine marketing are title, descrip-
tion, and keyword tags (Source: Search Engine Watch) (see Chapter 2 model).
Metrics
: a system of parameters or ways of quantitative assessment of a process that is
to be measured, along with the processes to carry out such measurement. Metrics define
what is to be measured (Source: WebTrends) (see Chapter 7 analytics).
Minimum bid
: the least amount that an advertiser can bid for a keyword or keyword
phrase and still be active on the search ad network. This amount can vary and is set by
the search engine (Source: modified SEMPO) (see Chapter 8 auctions).
Mobile search
: an evolving branch of information-retrieval services centered on the
convergence of mobile platforms and mobile handsets or other mobile devices. The
services allow users to find mobile content interactively on mobile Web sites, and
mobile content shows a media shift toward mobile multimedia (Source: WebTrends)
(see Chapter 10 future).
Multivariate testing
: a test using many variables to determine statistically signif-
icant influences on outcomes. A type of testing that varies and tests more than one
or two campaign elements at a time to determine the best performing elements and
combinations. Multivariate testing can gather significant results on many different
components of, for example, alternative PPC ad titles or descriptions in a short period
of time. Often it requires special expertise to analyze complex statistical results.
(Compare to
A/B Testing
, which changes only one element at a time, alternately serv-
ing an “old” version ad and a changed ad.) In search advertising, you might do A/B
Split or Multivariate testing to learn what parts of a landing page (background color,
title, headline, fill-in forms, design, and images) produce higher conversions and
are more cost-effective (Source: modified from SEMPO and Quirk) (see Chapter 7
auctions).
Navigation
: the act of moving from location to location within a Web site, or between
Web sites, accomplished by clicking on links. Navigation can also refer to the overall
structure of the links on the site, comprising the paths available to the visitor (Source:
WebTrends) (see Chapter 9 framework).
Negative keywords
: filtered-out keywords to prevent ad serves on them in order
to avoid irrelevant click-through charges or to refine and narrow the targeting of
your keywords. Formatting negative keywords varies by search engine, but they are
usually designated with a minus sign (Source: modified SEMPO) (see Chapter 3
keywords).
Network effect
: the phenomenon whereby a service becomes more valuable as more
people use it, thereby encouraging ever-increasing numbers of adopters (Source:
MarketingTerms.com) (see Chapter 2 model).
New visitor
: a unique visitor who visits a Web site for the first time ever in the period
of time being analyzed (Source: Quirk) (see Chapter 7 analytics).
Nonqualifying page impressions
: page impressions that should be excluded from
traffic or measurement reports, such as unsuccessful transfers of requested docu-
ments, successful transfers of requested documents to a robot or spider, and/or pages
in a frame set. See
frames
(Source: IAB) (see Chapter 7 analytics).
