Shimon Sandler

Glossary

Click Fraud : Clicks for any other reason than to visit the advertiser’s website.

Deep Link Ratio:
This ratio calculates the ratio of deep links — links to internal pages — versus the number of links to the homepage.

Disruption Marketing : is inventing new methods to disrupt the normal way your industry conducts business. It’s about creating compelling customer engagement, and stronger customer relationships.

Dynamic Keyword Insertion : A syntax to automatically insert the search query into the Title of a Paid ad to increase relevancy.

Internal Link Percent: This is calulated by dividing the Number of pages that link to your target URL/Total pages of the domain. For example: 10/100=10% Internal Link Percent. It’s a ratio of amount of pages on your domain that are linking to your target URL.

Keyword Density Ratio:
This is a measure of your keyword to the total text on the page; expressed as a percentage.

Keyword Effectiveness Index (KEI):
The Keyword Effectiveness Index is a ratio of the # Searches per month over the # of Results per month expressed as a percentage. For example: If the # Searches per month were 10,000, and the # of search results is 1,610,000, then the KEI is 0.62%.

Keyword Matching Options : Broad, Phrase, Exact, and Negative are four different methods of targeting your ads to users. With some options, you’ll receive more impressions; with others, you’ll get fewer impressions (but potentially more clicks & CTR). By applying more focused matching options to keywords, we can reach the target audience, reduce the cost-per-click (CPC), and increase the ROI.

Long Tail Keywords : Are multi-word keyword phrases, typically 4 or more words, and very specific. Or, short keyword phrases that are very specific, like a product SKU. They tend to be the lowest cost and have the highest conversion rates.

Portfolio Management : Portfolio mgmt manages all the keywords as one portfolio. It doesn’t look at the individual performance metric of each KW, it’s based on the performance of the whole portfolio.

Predictive SEO : Optimizing a website or webpage for some future event before it becomes a reality, and/or before others write about it.

Predictive Modeling : Using past performance and trends to deliver maximum ROI by selecting appropriate bidding strategies that capitalize on the forecasted behavior.

Quality Score : This is the basis for measuring the quality of your keyword and determining your minimum bid. Quality Score is determined by your keyword’s clickthrough rate (CTR), relevance of your ad text, historical keyword performance, the quality of your ad’s landing page, and other relevancy factors.

Return on Advertising Spend ratio:
A simple formula to calculate ROAS is: (Revenue-Advertising Cost)/ Advertising Cost. Then, multiply the ROAS by 100 to express as a percentage. Figure out how much new sales revenue resulted from Organic traffic from a keyword. For example, if you spent $10,000 in a month for SEO, but your Sales Revenue from that Keyword was $1,000,000, then more than likely the SEO campaign was a success.

Rules-based bidding : Rules-Based Bidding allows you to efficiently apply automated rules to groups of keywords as if you were managing the bids manually. Rules include CPA or ROI rule, Bid Jamming, Dayparting, Bid Shadowing, and Position rules (bid surfing).

Share of Traffic ratio:
Is defined as the ownership of clicks related to total keyword search volume. Basically, Share of Traffic is the traffic of a keyword expressed as a percentage of the universe of total traffic for the keyword.

Walled Garden Strategy: Keeping the visitor within a specific network of relevant sites by only offering outbound links that point to sites within the network, or adsense ads similar to a made-for-adsense (mfa) site.

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