Exam 3

semantic search

Anticipating what users are looking for rather than simply returning millions of links

paid search

Based on an advertising model where firms seeking to rank high in specific search categories will bid on certain terms or keywords in the hopes of a lucrative search ranking

Meta Tags

(Also called meta name) in the case of HTML code, keywords are designated by this.

directories

Create a list of sites that are usually arranged by category and each directory has a search function. (Directories and search engines have both paid and free aspects)

search engine marketing (SEM)

The entire process of getting listed on search engines so consumers can find a company online

Geo-fencing

Using a mobile device's GPS to define geographical boundaries where an app can be used.

In-stream ads (includes "pre-rolls ads" and commercial interruptions)

Video ads that appear in the video stream itself

Spoofing

When someone pretends to be someone else with the intent of obtaining unauthorized data.

Interstitials

advertisements that pop up in a screen window as a user attempts to access a new Web page

Broad Match

all search volumes for a keyword idea, including synonyms and related words.

pfarming

creating fake websites that are similar to legitimate business sites

Display URL

displays in ad but has link to another page.

negative match

key term that users do not want to be considered in their search

mobile marketing

marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices

Phrase Match

search volume that includes an entire phrase

Adware

software that automatically displays or downloads advertising material (often unwanted) when a user is online.

Malware

software that is intended to damage or disable computers and computer systems.

index server

stores info on previously categorized websites as a best fit to certain keywords

social commerce

the creation and sharing of product-related information among customers and potential customers

identity theft

the fraudulent acquisition and use of a person's private identifying information, usually for financial gain.

Phishing

the fraudulent practice of sending emails purporting to be from reputable companies in order to induce individuals to reveal personal information, such as passwords and credit card numbers.

universal search

the inclusion of search results from multiple content sources such as videos, images, news, maps, books, and websites into one set of research results.

paid search

the paid aspect of SEM based on an advertising model where firms seeking to rank high in specific search categories will bid on certain terms or "keywords" in the hopes of a lucrative ad ranking; also known as PPC (pay-per-click).

exact match

the value in the specified field must match the condition exactly in order for the record to be included in the query results

natural language processing

uses AI techniques to enable computers to generate and understand natural human languages, such as English

local search

using a local search term in a search query.

Spiders

"Robots" which are programs that "crawl" the web and follow every link or piece of data that they see and bring this info back to be stored

Health Insurance Portability and Accountability Act (HIPAA)

A comprehensive set of standards and practices designed to give patients specific rights regarding their personal health information.

Quality Score

A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad's display ranking.

spear phishing

A phishing attack that targets only specific users. Like an attempt to breach a secure website.

Spyware

A type of Malware that locates and saves data from users without them knowing about it.

Title Tag

A useful tag, below the beginning of the header section then followed by the meta "description" then meta "keywords"

Pay Per Click (PPC)

Also called paid search advertising, involves "text ads targeted to keyword search results on search engines"

Search engine algorithms

Displays search engines "best guess" at which pages are most relevant to the users search and in which order they should be shown.

Micro-moments

Not a measurement of time; a concept that describes consumer recognition of needs.

Search Engine Optimization (SEO)

Process of designing a site and it's content whereby search engines find without being paid to do so. (Free aspects-> natural search, organic search, algorithmic search)

Red Flags

Red flags rule that requires certain US businesses to develop & document plans to protect consumer data from identity theft.

Children's Online Privacy Protection Act (COPPA)

Regulates websites that collect info from those under 13 by, among other things, requiring prior parental consent.

Gramm-Leach-Bliley Act of 1999 (GLBA)

Requires financial institutions to disclose privacy policies and practices to customers.

Keywords

Search terms, words or phrases, selected by the user when making a search in a search engine.

Ad Extensions

Shows additional information about your business by "extending" your text ads and increasing their relevance. They boost an ad's visibility, which can lead to better clickthrough rates.

Promoted posts

Social media sites charge advertisers to appear in prominent positions that are likely to be seen.

cost per thousand (CPM)

The media cost of exposing 1,000 readers or viewers to an advertising impression.

keyword density

The number of times a keyword or keyword phrase is used in the body of a page. This is a percentage value determined by the number of words on the page, as opposed to the number of times the specific keyword appears within it. In general, the higher the number of times a keyword appears in a page, the higher its density.

Broad Match Modifier (BMM)

You can add a modifier, a plus sign (+), to your broad match keywords if you'd like your ads to show when someone searches for close variants of your keywords in any order. Close variants include misspellings, singular/plural forms, abbreviations and acronyms. Unlike broad match, using a modifier excludes synonyms or related searches. For this reason, it adds an additional level of control. Using broad match modifier is a good choice if you want to increase relevancy even if it means you might get less ad traffic than broad match.

discovery ads

YouTube ads that are served based on the viewers google search activity

Page Rank

a mathematical algorithm named after Google co-founder Larry Page to indicate how important a page is on the web; used as a metric when evaluating websites.

Paid social

any type of paid promotion on social media platforms.