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Click bots: Software applications that run automated tasks over the Internet. Typically, bots perform tasks that are both simple and structurally repetitive, at a much higher rate than would be possible for a human editor alone.
Bid jamming: Placing a keyword bid that is just one penny below the highest bidder in an effort to force the advertiser to consistently pay a higher amount for the keyword.
Click fraud: A type of Internet crime that occurs in pay-per-click online advertising when a person, automated script, or computer program imitates a legitimate user of a web browser by clicking on an ad, for the purpose of generating a cost per click without having actual interest in the target of the ad’s link.
Click-through rate: A way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered.
Invisible keyword stuffing: Creating keywords on a page that are made to be the same color as the web page’s background to make them invisible to people, but detectable to search crawlers.
Keyword density: The frequency with which chosen keywords or phrases appear on a web page compared to the other text on the page.
Page jacking: A way of spamming the index of a search engine. It is achieved by creating a rogue copy of a popular web site, which shows contents similar to the original, to a web crawler, but redirects web surfers to unrelated or malicious web sites.
Viral marketing: Marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses.
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