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Terms and Definitions

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Opt-in
This type of registration requires a person submitting information to specifically request he or she be contacted or added to a list. Opt-ins typically lower lead flow rates and raise Costs per Acquisition from internet marketing campaigns, but may produce higher percentages of interested leads.

Opt-out
Here people are automatically signed up to receive contact, but can opt out of receiving newsletters, calls, etc. at any time.

Organic Listings
See Natural Listings.

Outbound Links
Links on any Web page leading to another Web page, whether they are within the same site or another Web site.

Paid Inclusion
Advertising program where pages are guaranteed to be included in a search engine’s index in exchange for payment, though no guarantee of ranking well is typically given. For example, Looksmart is a directory that lists pages and sites, not based on position but based on relevance. Marketers pay to be included in the directory, on a CPC basis or a per-URL fee basis, with no guarantee of specific placement.

Paid Listings
Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic (natural) listings are not sold.

Paid Placement
See Paid Search below.

Paid Search
Also referred to as Paid Placement, Pay Per Click, and sometimes Search Engine Marketing, paid search marketing allows advertisers to pay to be listed within the Search Engine Results Pages for specific keywords or phrases. Paid placement listings can be purchased from a portal or a search network. Search networks are often set up in an auction environment where keywords and phrases are often associated with a cost-per-click (CPC) fee. Google AdWords and Yahoo! Search Marketing are the largest networks, but Microsoft adCenter (live.com) and other sites also sell paid placement listings directly as well.

A good search engine marketing company offering Paid Search will select an exhaustive set of industry-related Search Terms, set up your accounts, write advertising copy, create Landing Pages, control your bidding (how much you’re willing to pay per Search Term click) and budgeting, and test and refine your advertising for effectiveness.

Pay per Click (PPC)
See Cost per Click (CPC), above. The most common type of search engine advertising cost structure is PPC search engine marketing. Google, Yahoo, MSN, and many more search engines all use PPC.

Pay-for-Performance
Term popularized by search engines as a synonym for pay-per-click, stressing to advertisers that they are only paying for ads that 'perform' in terms of delivering traffic, as opposed to CPM-based ads, which cost money, even if they don't generate a click.

Permission Marketing
Along the lines of Opt-in registrations, permission marketing focuses on receiving the consent of users before being contacted or, in some cases, even seeing an advertisement. Permission marketing is centered around the concept that people are increasingly tuning out the barrage of advertisements they see each day. Its focal tenet is that a business will have a better chance of gaining a client when the client first gives permission to be sent an ad or contacted. Search engine marketing by its nature can be thought of as a type of permission marketing – showing advertisements to people already searching for that information – as long as the ad is relevant to what they are searching.

Pop-Under
An advertisement that opens in a new Web Browser window once you visit a particular page or take some other action. Considered less annoying than Pop-Up ads because the new window appears behind the existing one.

Pop-Up
An extremely abused type of online marketing advertisement, pop-ups open new windows on your screen that partially or wholly cover your current Web Browser window. Some search engines ban ads that create a certain number (or even any) pop-up ads.

Press Optimization
The optimizing of press releases for search engines. This process has many similarities to Search Engine Optimization, although it focuses much more on Keyword use in content creation in regards to how press releases are often picked up by Blogs and other forms of new media.

 

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