Content (A/B) Testing

Testing the relative effectiveness of multiple versions of the same advertisement, or other content, in referring visitors to a site. Multiple versions of content can be uniquely identified by using a utm_content variable in the URL tag.

Cookie

A cookie is a file on your computer that records information such as where you have been on the World Wide Web.

The browser stores this information which allows a site to remember the browser in future transactions or requests.

Since the Web’s protocol has no way to remember requests, cookies read and record a user’s browser type and IP address, and store this information on the user’s own computer.

The cookie can be read only by a server in the domain that stored it. Visitors can accept or deny cookies, by changing a setting in their browser preferences.

Conversion Rate

This is the percentage of your clicks that generate sales or leads.. This number is given by dividing the number of sale/leads by the number of clicks you send to the offer. For example, if 100 clicks generated 100 visitors to your site, and they generate 5 sales/leads then your conversion rate would be 20%.

Contextual Advertising

Advertising that is targeted to a Web page based on the page’s content, keywords, or category.

Ads in most content networks are targeted contextually.

Content Network

A group of Web sites that agree to show ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads.
Online: Google AdSense or Yahoo Publisher Network.

Copywriting

Copywriting for search engines is the art of creating web page copy that is tailored not only to fall in line with the current interpretation of search engine algorithms, but also to entice the reader to perform the action you desire. For example, to sign up for your newsletter, or click through to a certain area of your site.

Cloaking

Cloaking describes the technique of serving a different page to a search engine spider than what a human visitor sees.

This technique is commonly abused by spammers for keyword stuffing.

Cloaking may be a violation of the Terms Of Service of many search engines and could be grounds for banning.

Click-Through Rate

Click-Through Rate is also often referred to as “CTR” which is one metric Internet Marketers use to measure the performance of an ad campaign.

Click-through is based on the idea that online promotions that do what they’re intended to do will elicit a click.

The CTR is a percentage of times a user responded to an advertisement by clicking on the ad button/banner.

Campaign

Defines the daily budget, language, geographic targeting, and location of where the ads are displayed

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