Glossary of Terms By Chief Marketer Staff Tuesday, October 1, 2002 Auto bidding: A bidding process in which participants enter the highest amount they would pay for a keyword. The price actually paid is automatically set to the lowest needed to maintain the position of the ad without going over the cap set by the bidder. (See fixed bidding.) Click-through rate (CTR): The number of impressions at a Web page divided by the number of times a link there is clicked. Cloaking: Sending to a search engine a version of a Web page different from what Web surfers see. Used to increase the page
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