A/B Testing (or Ad Testing) is a powerful feature to unleash different ads to see which performs the best and drive potential customers to advertiser's website.

Ad click is used as a unit of measurement for campaign effectiveness. It is the number of times users click on the ads.

Ad group is a group of ads and related keywords within a campaign. The ads will be displayed to potential customers searching for content related to advertiser's keywords and/or ads.

Ad scheduling lets advertiser set a specific day or time where advertiser's ad will appear. It is the practice of scheduling the ad day based on advertising objective, budget and competitors.

Ad text serves as the first communication tool between advertisers and their potential consumers. Creating compelling ads with clear benefits helps improve click-through rate, obtain better quality score and lower CPC (Cost Per Click).

Ad views are referred to as impressions. It is an advertising metric (standard of measure) that refers to the number of times an advertisement (e.g. web banner or text ad) has been viewed by visitors.

B2B refers to commerce transactions between two companies. It is also used to describe a company that provides goods or services for another company.

B2B describes commerce transactions of businesses that sell products or provide services to end-user consumers.

Banners are ad space on commercial web sites. Different websites have different position, size, and specification of banner ads. They are usually "hot-linked" to the advertiser's website. Advertiser can use diverse computer effect and graphic design to enhance the attractiveness of the advertisement.

Bounce Rate is a term used in web site traffic analysis. A bounce occurs when a web site visitor leaves a page or a site without visiting any other pages before a specified session-timeout occurs. Bounce Rate for a web site is the number of web site visitors who visit only a single page of a web site divided by the total number of web site visits. Bounce rates basically measure how interesting other pages of advertiser's site are to advertiser's visitors. Use this metric to measure visit quality - a high bounce rate generally indicates that site entrance pages are not relevant to advertiser's visitors.

Branding is a name, term, symbol or design, or a combination of those to identify the goods and services of one seller or group of sellers and to differentiate them from other sellers.

Campaign is a series of advertising messages that share a single idea and theme. Advertising campaigns appear in different media across a specific time frame. It defines the daily budget, language, geographic targeting, and location of where the ads are displayed.

A discussion zone where you can chat with other members online real-time.

The action that occurs when an ad, a link or webpage is selected.

CTR is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad by the number of impressions generated.

Content Match displays advertiser's ads alongside relevant articles such as product reviews, news articles, etc. on the Yahoo-partner network (which includes msn, openrice, sina, uwants, on.cc and many others). In Content Match, the content of advertiser's ad title, description, landing page and the user's IP address are used to determine the position of ads.

Contextual Targeting is one of the web's most popular ways to match an ad that was popularized by Google. For contextual targeting, Google AdWords looks at the themes of the keywords in an ad group to decide whether to show advertiser's ad for relevant content. Many kinds of formats can be used, such as text ad, image ad, flash ad, and video ad.

Conversion rate is the percentage of advertiser's ads that generate sales or leads. This means the number of people who clicked on advertiser's ad and went on to purchase his products and / or services.

CPC is the cost of advertising divided by the number of clicks.

CPM is the cost per thousand impressions for a particular site. Advertiser will be charged every time an ad is displayed to a user, whether the user clicks on the ad or not, i.e. the amount advertiser pay for each 1,000 impressions displayed. (M is the Roman numeral for 1,000).

The technology used to develop or create an ad. The most common creative technology in banner ad is GIF or JPEG images. Other creative technologies include Java, HTML, streaming audio or video.

In search marketing, description is the concise summary of the products or services advertiser wish to advertise. For best results, an ad's description should correspond to its related keywords.

In software engineering, a directory is similar to a dictionary; it enables the look up of a name and information associated with that name. A directory service is simply the software system that stores, organizes and provides access to information in a directory.

A domain is the main subdivision of Internet addresses, i.e. the last three letters after the final dot. It tells you what kind of organization you are dealing with. There are six top-level domains widely used: .com (commercial) .edu (educational),.net (network operations), .gov (government), .mil (military) and .org (organization). Two letter domains represent countries; e.g. .hk for Hong Kong, uk for the United Kingdom, .dk for Denmark, .fr for France, .de for Germany, .es for Spain, .it for Italy and so on.

A set of guidelines that give advertisers direction for creating ads that provides a quality experience for users on search marketing. To display ads in search engines, advertisers need to follow the editorial guidelines.

With the increased importance of email application nowadays, advertisers can send email promotion to specific customer database within a short period of time through Electronic Direct Mail. The advertising message can be sent to local and overseas customers quickly with low cost, which facilitates close contact with customers.

A vector-based animation program that has become a popular technology used to deliver content. Search engines currently have difficulty indexing flash effectively as robots cannot read the text that is held within.

The pages in most browsers that accept information in text-entry fields. They can be customized to receive company sales data and orders, expense reports or other information.

Delivery of ads specific to the geographic location of the visitor. Geo-targeting allows advertiser to specify where ads will or won't be shown based on the visitor's location, such as country, region/ state, city, etc. It will give a more localized and personalized results.

GIF, Graphics Interchange Format, is a bitmap image format. This format supports up to 8 bits per pixel, allowing a single image to reference a palette of up to 256 distinct colors chosen from the 24-bit RGB color space. It also supports animations and allows a separate palette of 256 colors for each frame.

Hit rate is an index of advertising performance. This percentage value is equivalent to the browsing rate of advertiser's advertisement in the website. It shows how many of advertiser's website visitors enter advertiser's website from clicks of search results or banner advertisements.

HTML, an initialism of HyperText Markup Language, is the predominant markup language for webpages. It provides a means to describe the structure of text-based information in a document—by denoting certain text as links, headings, paragraphs, lists, and so on—and to supplement that text with interactive forms, embedded images, and other objects.

This is the clickable link in text or graphics on a web page that takes you to another place on the same page, another page or another site. It is the single most powerful and important function of online communications.

The number of times an ad is displayed. For example, a Sponsored Search ad that is displayed four times has four impressions.

An inbound link is a hyperlink to a particular web page from an outside site, bringing traffic to that web page. Inbound links are important because many search engines algorithms use the quality and quantity of inbound links to measure the popularity of a web page.

In computing, JPEG (Joint Photographic Experts Group) is a commonly used method of compression for photographic images. JPEG is a graphics format newer than GIF which displays photographs and graphic images with millions of colors, it also compresses well and is the most common format for storing and transmitting photographic images on the World Wide Web.

Keyword is a word or phrase that relates to the products or services advertiser wish to advertise. It is used for online search. Keyword searching is the most common form of text search on the web. A keyword can reflect search behavior, purchase motive and purchase desire. Displaying keywords related to advertiser's business nature could attract target customers to contact advertiser actively. It will help to increase business opportunities and improve cost-effectiveness of the advertisement.

Keyword Bidding is the way or procedure used by search engines marketers to determine the ranking of paid keywords results in Google, Yahoo, and other search engines pay per click advertising to decide advertiser's rank and position in their search results and in content results on partners' sites.

An electronic connection between two websites (also known as "hot link").

The country or multi-country region in which advertiser is advertising.

A mailing list is a collection of names and addresses used by an individual or an organization to send material to multiple recipients. The term is often extended to include the people subscribed to such a list, so the group of subscribers is referred to as "the mailing list", or simply "the list".

In marketing promotion, media buying is an important aspect in the promotional campaign. Suitable online advertising media packages are designed with the professional knowledge and experience of media buying professionals, promotional strategies and advertising budget of advertisers.

MPEG is a file format that is used to compress and transmit movies or video clips online.

A newsgroup is a repository usually within the Usenet system, which allows messages posted from many users in different locations. It is usually a discussion group.

Online Advertising is more interactive and cost-effective than traditional media. It has no time or place constraints. Advertiser's promotional message can appear worldwide, 24 hours a day. One of the unique features of online advertising is the ease in obtaining responses and performance of the advertisement. This helps advertisers to enhance campaign effectiveness.

Online Creative Development allows a more creative and diversified online advertising approach. To increase browsers' interests, advertiser can try creating different types of online advertisement such as games, video, etc.

Each time a user visits a web page, it is called a page view. It is tracked by website monitoring applications to record a website's traffic. The more page views a website has, the more traffic it is receiving. Page views are often used in online advertising, where advertisers use the number of page views a site receives to determine where and how to advertise.

With the implementation of the second phase of the "Unsolicited Electronic Messages Ordinance", advertisers are required to pay attention to specifics in email promotion, such as providing accurate sender information in the message, providing a functional unsubscribe facility with an unsubscribe facility statement in a clear and conspicuous manner, honoring the recipient's unsubscribe request and not to use misleading subject heading in an e-mail message. This makes it a permission-based database that will not infringe the law.

A portal presents information from diverse sources in a unified way. Apart from the standard search engine feature, web portals offer other services such as e-mail, news, stock prices, information and entertainment.

A relative measure of advertiser ad's performance by Yahoo Search. The quality index takes into account the click-through rate and other relevant factors.

In Google, a keyword's quality score updates frequently and is closely related to its performance. In general, a high quality score means that advertiser's keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).

Ranking is the order of advertiser's displayed ad on a search results page. It provides advertisers with information on an ad's performance across sites.

Events that happen in real time are happening at that particular moment. When users chat in a chat room, or send an instant message, you are interacting in real time since it is immediate.

A process for site visitors to enter information about themselves. Sites use registration data to enable or enhance targeting of ads. Some sites require certain registration in order to access their content. Some sites use voluntary registration.

Response Rate means the number of customers that has opened advertiser's email message or visited advertiser's website through advertiser's email promotion.

Return on investment = (Revenue - Cost)/ Cost, expressed as a percentage. ROI is a performance indicator used to evaluate the efficiency of Internet marketing and advertising. Determining ROI and the actual ROI of Internet marketing and advertising is more accurate than that of television, radio, and traditional media.

Search Engine is a Web search engine for searching information on the World Wide Web. Users can input keywords as per individual needs. The Search Engine will then show reference links to users in real time from its own directory. It helps minimize the time required to find information and the amount of information that must be consulted. Users can select suitable website to browse. Common search engines nowadays include Yahoo!, Google, Sogou and Badiu, etc.

Search Marketing is a method of placing online advertisements on Web pages that shows results when a user searches for a given keyword. These are usually text ads, which are shown with the top priority or displayed in the right column of the search results. This will help to increase its chance of being clicked, thus generating more business opportunities. Advertisers only pay when the ad or text link have been clicked, meaning that the advertising money is truly spent on getting actual click rates for the website. Search Marketing is seen as an online promotion channel with high return on investment. Today the major search engines include Yahoo, Google, Baidu and Sogou etc.

SEM, Search Engine Marketing, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). SEM includes Search Engine Optimization (SEO) and Pay Per Click advertising (PPC), as well as using all other areas and services offered by Search Engines.

SEO, Search Engine Optimization is the process of improving the volume and quality of traffic to a web site from search engines via natural/ organic search results. Typically, the earlier a site appears in the search results list, the more visitors it will draw to the site.

Social Media is a category of sites that is based on user participation and user-generated content. They include social networking sites like Facebook and other sites that are centered on user interaction.

Advertisers can identify their main target-selling group according to the features, demand, and value of specific products / services. This type of customer classification can help to easily identify the main target customers. Advertisers can then focus on the target customers and gain higher return on investment through online advertising.

In order to send advertising message to targeted customers accurately, targeted customer segments are classified by age, gender, income, qualification, occupation, interest and habit in the huge customer database.

Title is an element of a webpage. It appears in the top left of most browsers. It is a part of the directory submission that expresses the title of the website. One of the most important parts of SEO is ensuring an optimized title or unique titles across all pages of website.

Unique users is the total number of different users or computer terminals who have visited a website. This is measured by using advanced tracking technology or user registration system. Unique users give advertiser an idea to determine how many people have viewed the content within a given period of time.

URL (Uniform Resource Locator) is a unique address used in the World Wide Web to indicate a certain site. It is the unique identifier, or address, of a web page on the Internet.

Video Advertising is an online advertisement that combines sound, graphic, motion and text. This will enhance the attractiveness of the advertisement.

Web Browser is an application program that enables a user to display and interact with text, images, videos, music, games and other information typically located on the World Wide Web.

A web site (or "website") is a collection of related Web pages, images, videos or other digital assets that are hosted on one Web server, usually accessible via the Internet.

Web traffic is determined by the number of visitors and the number of pages they visit. Incoming and outgoing traffic of the sites are monitored to see which parts or pages in a website are popular.