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## A

• Above the Fold A search engine result is said to be above the fold when it appears on the first page of search results and doesn't require scrolling to view. Search engine users are less likely to click on results that are “below the fold” (require scrolling). Where the fold appears depends upon the user's window size and screen resolution, but it is common practice to designate the fold as residing between positions 5 and 6. The second and subsequent pages exhibit dramatically lower performance than the first page, and the effects of the fold become negligible on these pages.

The term “above the fold” comes from the newspaper industry where headlines and advertisements placed above the horizontal fold are known to attract more reader attention

## B

• Backlinks are links from another site to your own. Most search engines use the quality and quantity of backlinks to help determine search engine ranking.
• Bid jamming, when advertisers buy links to keywords, the competition “jam” you by bidding one cent less than them, thus forcing you to pay their entire bid price for each bid while you pay one cent more than the bid immediately below yours. If the next bid is much lower, your competition can be spending substantially more for the higher ad position.
• Bounce Rate: The bounce rate is defined as the number of visitors who bounce, or leave without visiting another page on the site. Bounce rates are expressed in percent.

## C

• Cloaking refers to the practice of showing different content to search engine spiders when they visit your site than users would normally see. Cloaking can be used to try and influence search engine ranking, although the search engines. Search engine companies may downgrade or ban sites if they are caught abusing cloaking.
• Conversion is any user action that you want to measure, such as a signup for a newsletter, completely a purchase, or filling out a web form.
• Conversion Rate is the ratio (expressed as a percentage) of visitors to a website that “convert”, meaning achieve a specified goal, such as making a purchase, signing up for a newsletter, etc.
• Cost Per Acquisition
• Cost Per Conversion is the total cost of generating traffic divided by the total number of conversions. For instance, you might have spent $100 on advertising for 100 visitors (at$1 each) but only received 2 sales, resulting in a cost per conversion of $100 / 2 =$50.

Be careful not to confuse Cost Per Conversion with Cost Per Click, the latter being the most commonly meant when someone uses CPC.
• Cost Per Registration is the total cost of acquiring traffic (advertising etc) divided by the number of registrations that result from it.
• Cost Per Revenue (CPR) refers to the ratio of advertising cost to the associated revenue received. The lower the number the better, with a value of 1 reflecting simple break-even assuming no other costs.
Cost Per Revenue is related to the inverse of ROI, which is far more commonly used. ROI, however, typically uses profit instead of total revenue.
• Cost per Acquisition or CPA refers to the average cost of acquiring leads or customers. It is most commonly associated with Search Engine Marketing (SEM). CPA is calculated by dividing the cost of advertising by the number of leads or customers for a given period of time.
• CPC or Cost Per Click, refers to the amount charged to the advertiser every time a user clicks on a keyword advertisement.
• CPM Cost per Mille french for thousand therefore Cost-Per-Thousand. Many online ads are priced on a CPM basis in which the cost is expressed for 1000 impressions. E.g. If a banner advertisement is placed at the price of $20/M then the CPM is$20, or \$20 for 1000 impressions.