SEO Glossary
PPC Affiliate
Contextual Advertising – Advertising that is automatically served or placed on a web page based on the page’s content, keywords and phrases. Contrast to a SERP (search engine result page) ad display. For example, contextual ads for digital cameras would be shown on a page with an article about photography, not because the user entered “digital cameras” in a search box.

Contextual Distribution – The marketing decision to display search ads on certain publisher sites across the web instead of, or in addition to, placing PPC ads on search networks.

Contextual Network – Also called Content Ads and Content Network, contextual network ads are served on web site pages adjacent to content that contains the keywords being bid upon. Contextual ads are somewhat like traditional display ads placed in print media and, like traditional ad buys, are often purchased on the same CPM (cost per thousand impressions) model for purchased keywords, rather than a CPC basis

Contextual Search – A search that analyzes the page being viewed by a user and gives a list of related search results. Offered by Yahoo! and Google.

Contextual Search Campaigns – A paid placement search campaign that takes a search ad listing beyond search engine results pages and onto the sites of matched content web partners.

Conversion Action – PPC Affiliate Guide The desired action you want a visitor to take on your site. Includes purchase, subscription to the company newsletter, request for follow-up or more information (lead generation), download of a company free offer (research results, a video or a tool), subscription to company updates and news.

Conversion Rate – Conversion rates are measurements that determine how many of your prospects perform the prescribed or desired action step. If your prescribed response is for a visitor to sign up for a newsletter, and you had 100 visitors and 1 newsletter signup, then your conversion rate would be 1%. Typically, micro-conversions (for instance, reading different pages on your site) lead to your main conversion step (making a purchase, or signing up for a service).

Conversion Rate – The number of visitors who convert (take a desired action at your site) after clicking through on your ad, divided by the total number of click-throughs to your site for that ad. (Expressed as: total click-throughs that convert / total click-throughs for that ad = conversion rate.) For example, if an ad brings in 150 click-throughs and 6 of the 150 clicks result in a desired conversion, then the conversion rate is 4% (6 / 150 = 0.04). Higher conversion rates generally translate into more successful PPC campaigns with a better ROI.

Copyright – Protection and ownership of works or expressions fixed in a tangible form, including words, art, images, sounds, and music. Copyright gives the owner the exclusive right to copy, display, license, or expand the work. Copyrights cover virtually any original expression; and the protection arises under common law as soon as the original expression is created (fixed in tangible form). However, proving ownership of the original expression may be difficult legally, unless the work was displayed or used publicly at a verifiable point in time.

Crawler – Automated programs in search engines that gather web site listings by automatically crawling the web. A search engine’s crawler (also called a spider or robot) “reads” page text contents and web page coding, and also follows links to other hyperlinked pages on the web pages it crawls. A crawler makes copies of the web pages found and stores these in the search engine’s index, or database.

Crawler: Also known as a bot and spider, a crawler is a program that search engines use to seek out information on the web. The act of “crawling” on a web site is referred to when the crawler begins to search through documents contained within the web site. Also see Index.

Creatives – Unique words, design and display of a paid-space advertisement. In paid search advertising, creative refers to the ad’s title (headline), description (text offer) and display URL (clickable link to advertiser’s web site landing page). Unique creative display includes word emphasis (boldfaced, italicized, in quotes), typeface style and, on some sites, added graphic images, logos, animation or video clips.

Custom Feed – Create custom feeds for each of the shopping engines that allow you to submit XML feeds. Each of the engines has different product categories and feed requirements.
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