Keyword Matching

In Google Ad Words, there are four different keyword matching options, each specifying a different way for a keyword to interact with search queries. With some options, you'll enjoy more ad impressions; with others, you'll get fewer impressions (but potentially more targeted clicks). By applying the appropriate matching options to your keywords, you can best meet your ROI goals.

Your options are:

Broad Match - This is the default option. If your ad group contained the keyword tennis shoes, your ad would be eligible to appear when a user's search query contained tennis and shoes, in any order, and possibly along with other terms. Your ads could also show for singular/plural forms, synonyms, and other relevant variations. For example, you ad might show on tennis shoe or tennis sneakers. Run a Search Query Performance Report to see what keyword variations trigger your ad.

Phrase Match - If you enter your keyword in quotation marks, as in "tennis shoes," your ad would be eligible to appear when a user searches on the phrase tennis shoes, in this order, and possibly with other terms before or after the phrase. For example, your ad could appear for the query red tennis shoes but not for shoes for tennis, tennis shoe, or tennis sneakers. Phrase match is more targeted than broad match, but more flexible than exact match.

Exact Match - If you surround your keywords in brackets - such as [tennis shoes] - your ad would be eligible to appear when a user searches for the specific phrase tennis shoes, in this order, and without any other terms in the query. For example, your ad wouldn't show for the query red tennis shoes or tennis shoe. Exact match is the most targeted option. Although you won't receive as many impressions with exact match, you'll likely enjoy the most targeted clicks - users searching for your exact keyword typically want precisely what your business has to offer.

Negative Keyword - If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad-matched keywords. It's a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword.

Remember, no matter which matching options you use, it's important to only use keywords that accurately describe your product or service.

Comments

Comments are content generated by users in response to an initial publication, most notably blog posts. These are usually posted below the blog entry, and can often be vehicles for creating advanced levels of discussion that increase the lifespan of blog posts. Comments are also typically associated with news articles, videos, media-sharing sites, and Facebook posts.

Collaboration

In reference to Web 2.0, this concept states that shared contributions of large numbers of individuals, using social media tools, is a main driver of quality content on the Internet.

Cloaking

A prohibited practice of tricking a search engine into indexing different content than the user actually sees. In essence, it is serving one version of a page to search engines (for intended SEO benefit) and another to humans. Often the content is entirely unrelated to the actual topic/theme of the rest of the site.

Click-Thru Rate (CTR)

The percentage of people who actually click on a link (e.g., in an email message or sponsored ad) after seeing it.

Broken Links

Links to pages which no longer exist or have been moved to a different URL without redirection. These links usually serve pages with the “404 error” message (see “404 error”). Incidentally, most search engines provide ways for visitors to report on broken or “dead” links.

Bounce Rate

Refers to the percentage of a given page’s visitors who exit without visiting another page on the same site. This term is often used in e-commerce in conjunction with merchandise shopping carts. Also known as “abandonment rate.”

Bookmarking

The act of saving a website address for future reference. This can be done individually on an Internet browser, such as Mozilla Firefox, or through a dedicated social bookmarking site, such as del.icio.us. Social bookmarking allows visitors to easily share groups of bookmarks with each other across computers regardless of browser, as well as comment on and rate the stored content. Other social bookmarking sites include Digg, StumbleUpon and Mixx.

Blogroll

A list of recommended or similar blogs that a blogger lists on his or her own blog as a resource for the audience.

Blogger

An individual who generates content for blogs, either personal or professional. Reasons for being a professional blogger are many: delivering timely commentary; showcasing expertise; engaging with audiences and fellow bloggers; and building personal brands. Some professional bloggers generate levels of esteem and prestige equivalent to that of journalists, an occupation which has also found value in blogging for the above reasons.

Blog

Short for “weblog,” this is a special kind of website for self-publishing, often done by the owner of the site (the “blogger”), but sometimes by a committee of authors who rotate by day, for example. Blogs typically record and categorize all content updates by date/time and topic for easy tracking by readers. The posts appear on a blog’s homepage in reverse-chronological order (thus the original term, “weblog”).

Banner Ad

Graphical image or small animation file embedded within a Web page and used for advertising, often containing a link to other sites, products, etc.

Avatar

A graphical representation of a real person, often seen in user profiles for online forums, social networks or chat/instant-message services. Avatars can be two-dimensional images, representing the author of a blog or microblog; or they can be three-dimensional figures, occupying space in a virtual world, such as Second Life.

Anchor Text

The non-URL text that is displayed in a hyperlink. For example, in this hyperlink to Fathom’s website, “Fathom’s website” is the anchor text. Careful use of anchor text can produce both reader and SEO benefits.

ALT Attribute

A line of text used to describe the content associated with a non-text based file, typically an image. A traditionally strong correlation exists between use of keywords in these attributes and high rankings for the pages that contain them.

Algorithm

Mathematical rules and calculations a search engine uses to determine the rankings of the sites it has indexed. Every search engine has its own unique, proprietary algorithm that gets updated on a regular basis. Google’s famously has more than 200 major components.

Alerts

Notifications that can be set up for various search terms, events or website actions. These are often sent to an individual via email, e.g., whenever a company/product name appears on the Internet in newly published content. Alerts are usually sent to an individual via email.

Akismet

A widely used application for blogging platforms, such as WordPress, that functions as a filter for trapping link spam, comment spam and other forms of undesirable user-generated content.

Aggregator

An Internet-based tool or application which collects and curates content (often provided via RSS feeds) from many different websites and displays it in one central location. Google Reader is one popular example of an aggregator.

Google AdSense

Google AdSense is a pay-per-click advertisement application which is available to bloggers and Web publishers as a way to generate revenue from the traffic on their sites. The owner of the site selects which ads they will host, and AdSense pays the owner each time an ad is clicked.

404 Error

“File not found” code for a Web page that displays when a user attempts to access a URL that has been moved, renamed or no longer exists. Used as a template for missing or deleted pages, designing a custom “404 page” in a user-friendly way can help people stay engaged with your site even when a given page turns up blank.

301 Redirect

Code meaning “moved permanently,” used to point browsers, spiders, etc. to the correct location of a missing or renamed URL. Pages marked with such a code will automatically redirect to another URL.

A/B Testing

In A/B testing, you unleash two different versions of a keyword, advertisement, website, web/landing page, banner design or variable and see which performs the best. You test version A vs. version B to see how different versions perform.

Unique Value Proposition (UVP)

This is any trait that sets your company, service and products apart from all the rest. It is the reason you give to a potential customer in order to make them consider you and not the competition.

ROS (Run of Site)

This allows ads or banners to appear on any page inside of a website. Then, no matter what page a person clicks through on your website, they will likely see that advertisement.

Remarketing/ Retargeting

When a user visits your website, a cookie is set on their computer. Even after they leave your website and continue searching around the Web, your ads will pop up wherever they are. This keeps your site in their mind.

Permission Marketing

With more people tuning out online advertisements, the idea of permission marketing will ask users’ permission to display the ad. If a person gives permission, the chance that they will look at it and absorb the information it provides is much greater.

Mobile Marketing

With an ever-increasing number of consumers relying on their smartphones, it is possible for any business to reach a target audience on the go. For this reason, it is important to have a mobile site or even an app for your business.

Local Search

One area of search engine marketing that is beginning to grow is local search. This allows users to find Web sites and businesses that are within a local geographic range. Search engines use local search features and Internet-based yellow page websites.

Geo Targetting

With geo-targeting, you can set your ads, including PPC campaigns, to reach only those in a specified physical location. Search engines use IP addresses to determine if a user is in the market that you are trying to reach.

Day Parting

This means setting up your ads to display only at certain times of the day and/or week. For instance, if your target audience is online the most from 6:00 to 8:00 p.m., it would make more sense to have your ads running during those hours instead of in the morning or throughout the day. Selecting the best time to have your ads on display can save money while giving you the most reach.

Conversion Rate Optimization

CRO (Conversion Rate Optimization). This is an important aspect of online marketing because it helps marketers understand how effective their calls-to-action are on a website. Planning for CRO is vital when you are selling a product or service, asking visitors to sign up for your newsletter or any other action.

What is Pinterest?

Pinterest is a social curation website for sharing and categorizing images found online. Pinterest requires brief descriptions but the main focus of the site is visual. Clicking on an image will take you to the original source, so, for example, if you click on a picture of a pair of shoes, you might be taken to a site where you can purchase them. An image of blueberry pancakes might take you to the recipe; a picture of a whimsical birdhouse might take you to the instructions.

What is Reddit?

Reddit is a social news website and forum where stories are socially curated and promoted by site members. The site is composed of hundreds of sub-communities, known as "subreddits." Each subreddit has a specific topic such as technology, politics or music.

Reddit site members, also known as, "redditors," submit content which is then voted upon by other members. The goal is to send well-regarded stories to the top of the site's main thread page.

What is Linkedin?

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.

What is Wikipedia?

Wikipedia is a free, open content online encyclopedia created through the collaborative effort of a community of users known as Wikipedians. Anyone registered on the site can create an article for publication; registration is not required to edit articles. Wikipedia was founded in January of 2001.

What is Google+?

Google+ (pronounced Google plus) is Google's social networking project, designed to replicate the way people interact offline more closely than is the case in other social networking services. The project’s slogan is “Real-life sharing rethought for the web.”

What is Twitter?

Twitter is a free micro blogging service that allows registered members to broadcast short posts called tweets. Twitter members can broadcast tweets and follow other users' tweets by using multiple platforms and devices.

What is Facebook?

Facebook is a popular free social networking website that allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family and colleagues. According to statistics from the Nielsen Group, Internet users within the United States spend more time on Facebook than any other website.

What is Social Media?

Social media is the collective of online communications channels dedicated to community-based input, interaction, content-sharing and collaboration. Websites and applications dedicated to forums, microblogging, social networking , social bookmarking, social curation, and wikis are among the different types of social media.