Yahoo Advertiser Work Book by - HTML preview

Glossary

GLOSSARY

Advanced Match Type

The Advanced match type is a feature of Sponsored Search that provides users with listings that are relevant to their searches, even when the bidded keyword does not match word-forword with the search query.

Buying Cycle
A three-stage process by which a shopper 1) researches, 2) shops and 3) purchases. Customers exhibit various intentions and needs through their search terms during each stage of the cycle.

Click Index^™

A scoring system designed to help you understand how well your listings are performing. It works by evaluating your listing’s click-through rate relative to your competitors, while taking into account your current position. If your listing significantly underperforms, it will be removed, but you may resubmit it if you make changes to your title and description or bid that result in an improved click-through rate.

Click-Through
The action when a user clicks on your search listing and arrives at your web site.
Click-Through Rate (CTR)
The number of clicks of all of your listings in a category received divided by the number of impressions received.
Content Match^™

Content Match complements your Sponsored Search campaign by displaying your existing listings along with relevant articles, product reviews and more, providing an additional source of targeted leads.

Conversion
A conversion is typically a sale, newsletter sign-up, product registration, price quote or other type of lead-generation activity.

Conversion Counter
A free, easy-to-use tracking tool that lets you see how your Yahoo! Search Marketing listings are performing by measuring the number of clicks that lead to conversions on your site.

Conversion Rate
The number of visits to your site that convert to a sale or action, divided by the number of visits to your site.
Cookie
A piece of information your web site places on a user’s computer that identifies the user’s computer during current and subsequent visits to your web site.

Cost Per Acquisition (CPA) | Cost Per Conversion The cost of advertising divided by the number of conversions.

Excluded Words
Words that block certain matching combinations from occurring. For example, an advertiser bids on “used car” and sets this keyword to the Advanced match type with the excluded word “cheap.” The advertiser would match to queries like “car that is used,” “really used car,” “used car Toyota,” but would not match to “looking for cheap used car.” Excluded words are limited to 45 word sets per listing and 45 on an account-wide basis.

Impressions
Refers to the number of times a web object is shown. For example, each time a Yahoo! Search Marketing listing is displayed on a page, it is considered one impression.
IP Address
An identifying number for a computer, often used to calculate how many visitors came to a site.
Keyword Selector Tool
A tool designed to help advertisers pick more related search terms to bid on, as well as to estimate how much traffic they will receive.
Listing Guidelines

Available online in the Resource Center at http://searchmarketing.yahoo.com/rc/srch/index.php, this document summarizes the relevancy standards and criteria Yahoo! Search Marketing uses to evaluate search listings.

Local Sponsored Search
Local Sponsored Search allows advertisers with physical locations or service areas to target customers who research online but prefer to purchase in person.

Marketing Console

Yahoo! Search Marketing’s innovative performance marketing tool that measures the effectiveness of online marketing campaigns. One set of reports shows exactly how search advertising, email marketing, banner advertisements, paid inclusion and/or affiliate programs are performing.
Match Types

Yahoo! Search Marketing has two match types — Standard and Advanced — that give you the advantage of appearing on a wide range of relevant search terms while maintaining a manageable number of keywords. Your account automatically uses the Advanced match type unless you turn off this feature at the account or listing level.

Max Bid

The amount that an advertiser is willing to pay when a consumer clicks on their listing. The amount of the max bid determines the advertiser’s ranking in the search results. With Yahoo! Search Marketing’s auto bidding system, you pay only $0.01 more than the max bid of your next highest competitor with out exceeding your own max bid.

Profit
The amount of money you earn from your sales. For example, if you sell 50 teacups at $10 each, and they each cost $7 to make, your profit would be $3 per teacup or $150 total.

Resource Center

An online source of information about advertising with Yahoo! Search Marketing, including tutorials, FAQs, market research, sponsored search strategies and more. Visit the Resource Center at http://searchmarketing.yahoo.com/rc/srch/index.php.

Return on Advertising Spend (ROAS)
How much revenue is generated per dollar spent on an advertising method.
Return on Investment (ROI)
How much profit is generated per dollar spent on a business, including product, service and advertising costs.
Search Optimizer
Yahoo! Search Marketing’s enhanced bid optimization tool designed to help advertisers maximize the effectiveness of their advertising campaigns.

Search Submit
Search Submit gives you additional coverage on search results pages by providing inclusion into the Yahoo! Search Index, which powers standard search results (those appearing in the main body of the page) across the Web.

Sponsored Search
Sponsored Search delivers highly targeted customer leads to your business on a pay-perclick basis, by allowing you to control placement within search results across the Web. Stacked Results

A ranking methodology for search results. Matches are divided into multiple bands. Standard match type listings appear in the first band. Advanced match type listings appear in the second band.

Standard Match Type
Matches the bidded search term to the search query when the match is exact, accounting for pluralization and common misspellings.

Tracking URL
A URL that includes an added tag designed to provide information on the source of traffic to a web site, the search query used, and the advertising product or match type that generated the listing.
For example: http://www.XYZelectronics.com/television?OVRAW=flatscreen%20sony%20 television&OVKEY=sony%20television&OVMTC=phrase

URL (Universal or Uniform Resource Locator)
The electronic address for an information source on the Internet, such as a web page. For example, the URL for Yahoo! Search Marketing is http://searchmarketing.yahoo.com.

Web Server Logs
A file that lists actions that have occurred on your web site. For example, web servers maintain log files listing every request made to the server. With log file analysis tools, it’s possible to get a good idea of where visitors are coming from, how often they return, and how they navigate through a site. Using cookies enables webmasters to log even more detailed information about how individual users are accessing a site.

Yahoo! Easy Track

Yahoo! Easy Track provides expanded landing page URLs that are designed to give more detailed information to advertisers who analyze their web server logs. By clicking the “On” button, your existing URLs will be appended with information that will allow you to determine traffic by search term, match type and raw search query.

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