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Search Engine Marketing (SEM) Glossary - M
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Media Costs
The total cost of running a campaign. Media costs typically include both the cost of the media placements (CPC x # of clicks), technology costs (tracking or other supporting technologies), and other associated agency fees.
Media Costs v. Total Revenue (MCTR)
A measurement of campaign success that compares media spend to revenue generated. MCTR sets the bar for success by weighing media costs as a specific percentage of total revenue. Ex: Our goal for one client is to spend less than 30% of the campaign’s total revenues on new search placements.
Formula = (media cost/total revenue) expressed as a percentage
Media Outlet
A website or network where the creative ads run. Also known as a media venue.
Meta Search
A process of simultaneously searching several search engine databases and indices to create a single group of results.
Meta Tags
An HTML tag that gives information about the content of a website. Meta tags are non-visible text, that help define your website. Standard Meta Tags include; Title (the title that displays at the top of a browser window), Description (A brief description of the page content) and Keywords (a list of words and phrases that are relevant to the content of the page, and site as a whole) This information is scanned by a Search Engine and factored into its algorithm when pages are organically ranked.
Metrics
CPx |
| Definition: |
Cost per X (Lead, Acquisition, Registration, etc.) |
| Formula: |
A dollar figure calculated as Spend/X |
| Purpose: |
"How much am I paying per X?" |
| Goal: |
CPx should be as low as possible |
ROI |
| Definition: |
Return on Investment |
| Formula: |
A percentage calculated as (Revenue - Spend)/Spend |
| Purpose: |
"What percentage of my spend am I getting back as profit?" |
| Goal: |
ROI should be as high above 100% as possible |
ROAS |
| Definition: |
Return on Advertising Spend |
| Formula: |
A dollar figure calculated as Revenue/Spend |
| Purpose: |
"How many dollars am I getting back for each dollar I spend?" |
| Goal: |
ROAS should be as high as possible, where spend is always equal to 1 |
MCTR |
| Definition: |
Marketing Cost as a percentage of Total Revenue |
| Formula: |
A percentage calculated as Spend/Revenue |
| Purpose: |
"What percentage of my revenue is being spent on marketing?" |
| Goal: |
MCTR should be as low as possible |
A:S |
| Definition: |
The ratio of Advertising spend to Sales revenue |
| Formula: |
A ratio calculated as Spend:Revenue |
| Purpose: |
"What is the ratio of ad spend to each dollar being spent on marketing?" |
| Goal: |
A:S should be as low as possible, where Revenue is always equal to 1 |
Micro Site
A small, closely linked network of related web pages within a larger website.
Mozilla Firefox
A popular open-source cross-platform browser, developed by the Mozilla Foundation.
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For more information on Reprise Media's search engine marketing services, or to submit a new definition for our glossary please call us at 1-800-218-9476, or send an email
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