Brad Geddes / PPC Geek
Official Google Ads Seminar Leader.
Author of Advanced Google AdWords.
Co-Founder, Adalysis.
(703) 828-5811‬
Brad Geddes's Theories on Marketing Glossary of Advertising, Marketing, and Internet Terms

Glossary of Advertising, Marketing, and Internet Terms

Ad Click :
Number of times a particular ad is clicked.

Ad Views :
Also known as impressions. The number of times an ad is viewed by a browser. If an ad is blocked by a firewall or web filter and not seen by the consumer, but the browser attempted to attain the information, often the ad is considered viewed even though it was not.

Bandwidth :
The amount of information that can be sent at a time through an Internet connection. This is often also referred to by a host ISP as how much total information can be sent in a month from your website to visitors to your website.

B2B – Business-to-Business:
This often refers to a retain business working with an advertising or e-commerce business.

Banner :
An advertisement on a webpage, similar to a yellow page ad, except it usually contains a link to the advertising page.

Broad Keywords:
These are very general keywords that are searched often. Many times are searched for information purposes as much as purchasing reasons. For some sites and keywords, these can convert well enough to have a positive ROI, but in general they don’t have the conversion rate of the other keyword types. (i.e. travel, real estate)

The program used to view WebPages. (i.e. Netscape, Internet Explorer, Opera)

Browser Caching :
Often a browser will store WebPages in temporary folders on your computer to aid in surfing speed. When someone revisits your webpage and they have a cached version, they will view the old page instead of the new one (there are some metatags and browser settings that will prevent this) leading to your website being undercounted in total page views and visitors.

Click :
When you right click on a hyperlink or follow a link to another webpage you have “clicked” the link.

Click Through :
Most often referred to as a percentage. The amount of times an ad or link was viewed and then clicked on. If an ad was viewed 100 times and clicked on 10 times its click through rate is 10%.

Also known as a Cloaked Page or a Stealth Page. This

A small text file placed on your hard drive to store information about the site you visited. They usually have two purposes. One is to track visitors and how often they come back to a webpage or how long they stay on a website. The second is to store your preferences about a website so when you revisit the site your preferences are viewed instead of that websites default view.

CPC – Cost per click:
Often referred to for PPC accounts. It is the amount of money paid each time a visitor clicks on a link.

Cost per 1000 impressions. This refers to ad impressions and how much it costs the advertiser every time an ad is displayed 1000 times.

Direct Keywords:
These keywords are directly related to your products or services. They usually include a descriptive term. These keywords make up the bulk of most campaigns, and usually have a positive ROI. They are not searched for as often as broad keywords, so sometimes a campaign can be helped by the increased exposure from broad keywords. (i.e. Mexico travel, Pennsylvania real estate)

Domain Name :
The Internet address of a website. For example, iDjinni’s domain name is

DTC – Direct to Consumer:
is a term often applied to advertising targeted at consumers and not businesses.

Doorway Page:
Also known as a Gateway page, it is a page specifically made to rank high in search engines. There are legitimate ways to use this technique (see FAQ Do we use Doorway Pages). Often pages made with Flash coding or a lot of Java are unindexable by search engines and thus need a corresponding page for search engines to index.

E-mail :
Also known as electronic mail, it is the transmission of a file from one communication network to another. It is the most common form of communication on the Internet.

Flash :
A type of coding generally used for animated graphics.

Short for Google

Hit :
Each time a page is loaded, it receives one hit. If a page contains two images, the server logs will indicate one page and two image hits. This is used to measure the amount of traffic pages receive.

A machine that is connected to the Internet. It usually refers to a machine that “hosts” or contains code or programs that are accessible by others connected to the Internet, the most common code or program is a webpage.

HTML – Hyper Text Markup Language:
This is the base language used to build WebPages.

Also known as a Link, it is text or an image that can be clicked on to call up another document or another section within the same document.

Impressions :
This often refers to every time an advertisement is viewed. When one document calls for an ad to be viewed (usually weather is it actually viewed or not) one impression is recorded. See also CPM.

IP Address – Internet Protocol Address:
Each machine connected to the Internet has its own address reflected in numbers. For ease of use, most people use a domain name instead of the IP address. However, over time these terms have been mistakenly interchanged.

ISP – Internet Service Provider:
This refers to a machine that provides people a way to connect to the Internet. When you dial into the net, your modem is connecting to your ISP. Once you are connected, you can access the Internet.

A general programming language, similar to C++ developed by Sun Microsystems. It can be used to add various features to a webpage when viewed through a JAVA enabled browser.

JAVA enabled browser:
Referring to a browser that supports the JAVA language. Some browsers need a special plug-in to allow JAVA to be viewed. Also, when changing the security functions of a browser, you are often changing if JAVA can be viewed by your browser or how the JAVA language is handled.

Words entered into a search engine to form a query.

Short for keywords

Link :
Refers to Hypertext, it is text or an image that can be clicked on to call up another document or another section within the same document.

Log File:
A file that contains information about past actions. The most commonly referred to Log File is whenever a webpage is viewed the hosting machine logs the documents that are requested.

Meta Tags :
HTML coding that gives information about a webpage.

Negative Keywords:
These are filtering words. If your keywords contain a negative keyword, and that word is included in a search term, your ad will not show. (i.e. If your Google AdWords keyword list looks like:

Blue Widget
-fuzzy (the – sign meaning negative inside an AdWords account)

A search done for blue widget would show your ad, a search for green blue widget would show your ad, but a search for fuzzy blue widget would not show your ad because it contains a negative keyword.

Niche Keywords:
These keywords are highly specific, but have low search rates. They usually have the highest ROI and conversion rates among all keywords in a campaign. Often, there are not enough niche keywords to only rely on these to make up a campaign as there just are not enough searches done in a month for them to sustain a business. They are a nice addition to direct keywords as they usually have a lower bid price. (i.e. Mexico city vacation packages, Philadelphia real estate)

Usually referring to e-mail, it is when permission is given to send e-mail (often newsletters and email advertisements) to a specific email address.

Short for Overture (now called Yahoo Search Marketing

Page Views :
The number of times a particular web page was viewed. A website is generally made up of multiple pages.

Portal :
A website that has links to a multitude of links organized by categories.

PPC – Pay-Per-Click:
The amount a website pays another company when someone clicks from one website to the advertising website.

ROI – Return on Investment:
ROI generally stands for the amount of profit made from an advertising campaign versus the amount spent on the campaign.

Search Engine:
A website that indexes other websites and when a search is performed, queries its database about the search and shows the most relevant websites.

See Host.

A program that indexes WebPages and follows links on WebPages to find other WebPages to index. This is the most common way a search engine updates and adds to its database of WebPages.

A term used to describe websites that visitors spend a long time viewing. A website with search capacity or in depth content pages is generally more sticky than one without such features as a visitor may spend time searching the site and reading articles.

Unique Visitors:
The number of different people who visit a site over a given time frame. If three people visit the site, and two of them return later. The site has five hits, but only three unique visitors.

URL – Uniform Resource Locator:
It is the exact address of a webpage. The url and are two different urls in the same domain ( URLs are generally shown as links on WebPages.

The total number of hits a particular page, often referred to as visits per month. If three people visit a website, and two come back within the month, that page got five total visits that month.

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