Glossary - Understanding Sponsored Search - page 268

to describe the classification of natural elements (Source: SearchEngineDictionary.
com) (see Chapter 3 keywords).
Term : a series of characters, typically a word, used in a search query (see Chapter 3
keywords).
Term frequency (TF ): a measure of how often a term is found in a collection of
documents. TF is combined with inverse document frequency (IDF) as a means
of determining which documents are most relevant to a query. TF is sometimes
also used to measure how often a word appears in a specific document (Source:
SearchEngineDictionary.com) (see Chapter 3 keywords).
Term length : the number of characters in a term (see Chapter 3 keywords).
Text ad : advertisement using text-based hyperlinks (Source: Marketing Terms.com)
(see Chapter 4 ads).
Textual ad impressions : the delivery of a text-based advertisement to a browser.
To compensate for slow Internet connections, visitors may disable “auto load
images” in their graphical browser. When they reach a page that contains an adver-
tisement, they see a marker and the advertiser's message in text format in place of
the graphical ad. Additionally, if a user has a text-only browser, only textual ads
are delivered and recorded as textual ad impressions (Source: IAB) (see Chapter
7 analytics).
The Google Golden Triangle : triangle that extends from the top of the results over
to the top of the first result, then down to a point on the left side at the bottom of the
“above the fold” visible results where most searchers examine when looking at a
SERP (see Chapter 4 ads).
Three-hit theory : a theory that proposes that the optimum number of exposures
to an advertisement to induce learning is three: one to gain consumers' awareness,
a second to show the relevance of the product, and a third to show its benefits (see
Chapter 4 ads).
Time spent : the amount of elapsed time from the initiation of a visit to the last audi-
ence activity associated with that visit. Time spent should represent the activity of a
single cookie browser or user for a single access session to the Web site or property
(Source: IAB) (see Chapter 7 analytics).
Time-to-convert : is calculated as the period from when a visitor clicks on an ad to
when the visitor completes a purchase [ 2 ] (see Chapter 7 analytics).
Title tag : an HTML meta tag with text describing a specific Web page. The title tag
should contain strategic keywords for the page, because many search engines pay
special attention to the title text when indexing pages. The title tag should also make
sense to humans because it is usually the text link to the page displayed in search
engine results (Source: Search Engine Watch) (see Chapter 2 model).
Touch point : an opportunity to interact with a consumer in a buying cycle when
consumers are open to influence (see Chapter 5 customers).
Tracking : measuring the effectiveness of a campaign by collecting and evaluating
statistics (Source: Quirk) (see Chapter 7 analytics).