B2B – Acronym for “Business to Business.” Referrs to a business that specifically markets its services and/or products directly to other businesses.
B2C – Acronym for “Business to Consumer.” Refers to a business that specifically markets its services and/or products directly to consumers.
Backlinks – All the links pointing to a particular web page. Also called inbound links.
Ban – Also known as 'delisting' or 'penalty'. Refers to a action imposed by a search engine on a specific website in response to engaging in spam. Can be an IP address or a specific URL
Banned – When web pages are removed from a search engine's index specifically because the search engine has deemed them to be spamming or violating some type of specific guidelines.
Baseline Metrics – Specific metrics or calculations (usually averages of one sort or another) which provide a basis for making comparisons of past performance to current performance. Baselines can also be forward-looking, such as establishing a website traffic goal and seeking to determine whether the trends show the likelihood of meeting that goal. They become an essential piece of a Key Performance Indicator (KPI).
Behavioral Targeting – The practice of targeting and serving ads to groups of people who exhibit similarities not only in their location, gender or age, but also in how they act and react in their online environment. Behaviors tracked and targeted include web site topic areas they frequently visit or subscribe to; subjects or content or shopping categories for which they have registered, profiled themselves or requested automatic updates and information, etc.This is most common in the display advertising market but is making a much larger push in the paid search space.
Bid – The maximum amount of money that an advertiser is willing to pay each time a searcher clicks on an ad. Bids vary widely depending on competition from other advertisers, keyword popularity combined with quality scores.
Bid Boosting – A form of automated bid management that allows you to increase your bids when ads are served to someone whose age or gender matches your target market.
Bid Management Software - Software that manages PPC campaigns automatically. This management can be implemented either by rules-based software or intelligent software that adjusts bids in real-time based on incoming conversions and competitor actions. Both types of automatic bid management programs monitor and change bid prices, pause campaigns, manage budget maximums, adjust multiple keyword bids based on CTR, position ranking and more.
Blogs – A truncated form for “web log.” A blog is a frequently updated journal that is intended for general public consumption typically written around a specific topic. A great example is PPC For Hire's Pay Per Click Marketing Blog.
Brand – Customer or user experience represented by images and ideas, often referring to a symbol (name, logo, symbols, fonts, colors), a slogan and a design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both from its use, and as influenced by advertising, design and media commentary. Brand is often developed to represent implicit values, ideas and even personality.
Brand and Branding – “A brand is a customer experience represented by a collection of images and ideas; often, it refers to a symbol such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary.” (Added Definition) “A brand often includes an explicit logo, fonts, color schemes, symbols, sound which may be developed to represent implicit values, ideas, and even personality.”
Brand Lift – A measurable increase in consumer recall for a specific, branded company, product or service. Social Media is an emerging channel used by companies to increase brand lift.
Brand Messaging – Creative messaging that presents and maintains a consistent corporate image across all media advertising channels.
Brand Reputation - The position a company brand occupies and the 'feeling' consumers associate when the brand is mentioned.
Branding Strategy – The attempt to develop a strong brand reputation on the web to increase brand recognition and create a significant volume of impressions.
Bridge Page – Often used to describe the web pages that linked together many doorway pages on a web site. Also see: Doorway Page, Hallway Page.
Bucket – An associative grouping for related concepts, keywords, behaviors and audience characteristics associated with your company's product or service. This keyword bucketing strategy is often used to develop and organice PPC campaigns, ad groups, focus ad campaigns and target messages.
Buying Funnel – Also called the Buying Cycle, Buyer Decision Cycle and Sales Cycle, Buying Funnel refers to a multi-step process of a consumer’s path to purchase a product – from awareness to education to preferences and intent to final purchase. One of the key's to increasing sales is by analyzing your bying funnel for exit points and closing the holes.
Buzz Monitoring Services – Services that will email a client regarding their status in an industry. Twitter has grown into one of the largest channels for buzz monitoring. Most buzz or publicity monitoring services will email anytime a company’s name, executives, products, services or other keyword-based information on them are mentioned on the web. Google Alerts is one such service
Buzz Opportunities – Topics popular in the media and with specific audiences that receive news coverage or pass along recommendations that help increase exposure for a brand. Ways to uncover potential buzz opportunities include reviewing incoming traffic to a web site from organic links and developing new keywords to reach those visitors, or scanning special interest blogs and social media sites to learn what new topics attract rising interest, also to develop new keywords and messages.
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