PPC

Pay Per Click is a pricing model which most search ads and many contextual ad programs are sold through. PPC ads only charge advertisers if a potential customer clicks...

Precision

The ability of a search engine to list results that satisfy the query, usually measured in percentage. (if 20 of the 50 results match the query the precision is...

Paid Inclusion

A method of allowing websites which pass editorial quality guidelines to buy relevant exposure. See also: Directories such as the Yahoo! Directory and Business.com allow websites to be listed for a...

Page Rank

A logarithmic scale based on link equity which estimates the importance of web documents. Since PageRank is widely bartered Google's relevancy algorithms had to move away from relying on PageRank...

Pay for Performance

Payment structure where affiliated sales workers are paid commission for getting consumers to perform certain actions. Publishers publishing contextual ads are typically paid per ad click. Affiliate marketing programs pay...

Penalty

Search engines prevent some websites suspected of spamming from ranking highly in the results by banning or penalizing them. These penalties may be automated algorithmically or manually applied. If a...

Personalization

Altering the search results based on a person's location, search history, content they recently viewed, or other factors relevant to them on a personal level.

PDF

Portable Document Format is a universal file format developed by Adobe Systems that allows files to be stored and viewed in the original printer friendly context.

Latest article

The Marketing Role and Owning the P&L

The marketing role is always evolving.  Increasingly marketers are taking on P&L responsibility.  CMO marketing technology spend is now rivaling CIO technology spend. Gartner reported earlier this year that 75% of marketing leaders said they own or share responsibility for the P&L.  As Gartner’s Jake Sorofman said, “Over...

7 Deadly Sins of Innovation

One of the easiest ways to gauge the culture of innovative in an organization is to see how that organization deals with failure. If unchecked, failure carries a stigma that can paralyze companies from trying new things. This summer, a Swedish clinical psychologist named Samuel West...

The Tension of Data-Driven Creative

We need both art and science in marketing — the “MadMen” and “MathMen.” I think the most compelling campaigns of the future will bring together the greatest creativity and the greatest insight informed by data. But creatives and data scientists can make uneasy bedfellows....

How to Write a Creative Brief

Marketing creative can only be as good as the creative brief that went into it. Yet creative briefs are frequently one of the more overlooked parts of the creative process. Creative briefs are often neither creative nor brief. I like how Creative Director Howard Margulies...