Search Engine Marketing Glossary for Word - "E"

E
eCPM – Acronym for Effective Cost Per Thousand, a hybrid Cost-Per-Click (CPC) auction calculated by multiplying the CPC times the click-through rate (CTR), and multiplying that by one thousand. (Represented by: (CPC x CTR) x 1000 = eCPM.) This monetization model is used by Google to rank site-targeted CPM ads (in the Google content network) against keyword-targeted CPC ads (Google AdWords PPC) in their hybrid auction.

Ecommerce - Conducting commercial transactions on the internet where goods, information or services are bought and sold.

Editorial Review Process – A review process for potential advertiser listings conducted by search engines, which check to ensure relevancy and compliance with the engine’s editorial policy. This process could be automated – using a spider to crawl ads – or it could be human editorial ad review. Sometimes it’s a combination of both. Not all PPC Search Engines review listings.

Entry Page – Refers to any page within a web site that a user employs to “enter” your web site. Also see Landing Page.

Eye Tracking Studies – Studies by Google, Marketing Sherpa and Poynter Institute using Eyetools technology to track the eye movements of web page readers, in order to understand reading and click-through patterns.