Click-through - the process of clicking through an
online advertisement to the advertiser's destination.
Click-through rate (CTR) - the average number of
click-throughs per hundred ad impressions, expressed as a percentage.
Conversion rate - the percentage of visitors who
take a desired action.
Cost-per-action (CPA) - online advertising payment
model in which payment is based solely on qualifying actions such as sales or registrations.
Cost-per-click (CPC) - the cost or cost-equivalent
paid per click-through.
CPM - cost per thousand impressions. Cost Per Millie
Customer acquisition cost - the cost associated with
acquiring a new customer.
Visit - request of a file from a Web server.
Impression - a single instance of an online advertisement
being displayed.*
Page view - request to load a single HTML page.
Pay per click (PPC) - online advertising payment
model in which payment is based solely on qualifying click-throughs.
Pay per lead (PPL) - online advertising payment model
in which payment is based solely based on qualifying leads.
Pay per sale (PPS) - online advertising payment model
in which payment is based solely based on qualifying sales.
Site stickiness - the amount of time spent at a site
over a given time period.
Unique visitors - individuals who have visited a
website (or network) at least once in a fixed time frame, typically a 30 day period.
Website traffic - the amount of visitors and visits
a website receives.
Advertising Specifications Terms
Banner ad - a graphical web advertising unit, typically
measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).
HTML banner - a banner ad using HTML elements, often
including interactive forms, instead of (or in addition to) standard graphical elements.
Interstitial - an advertisement that loads between
two content pages.
Pop-up ad - an ad that displays in a new browser
window.
Pop-under ad - an ad that displays in a new browser
window behind the current browser window.
Rectangle ad - any one of the large, rectangular
banner sizes suggested by the IAB. (300x250)
Rich media - new media that offers an enhanced experience
relative to older, mainstream formats. Formats to be familiar with our video, point
roll and i-blaster.
Skyscraper banner - an online ad that's a vertical
banner. Sizes include (120x600 & 160x600)
Text ad - advertisement using text-based hyperlinks.
Common Banner sizes - 468x60, 728x90, 120x600, 160x600,
300x250, 240x400, 120x90, 120x60, 300x600
Online Advertising Terms
Advertising network - a network representing many
websites in selling advertising, allowing advertising buyers to reach broad audiences
relatively easily through run-of-category and run-of-network buys.
Caching - the storage of Web files for later re-use
at a point more quickly accessed by the end user.
Frequency cap - restriction on the amount of times
a specific visitor is shown a particular advertisement.
House ad - self-promotional ad a company runs on
its media outlets to put unsold inventory to use.
Keyword marketing - putting your message in front
of people who are searching using particular keywords and key phrases.
Rate card - document detailing prices for various
ad placement options.
Run-of-network (RON) - ad buying option in which
ad placements may appear on any pages on sites within an ad network.
Run-of-site (ROS) - ad buying option in which ad
placements may appear on any pages on sites within an ad network.
Self-serve advertising - advertising that can be
purchased without the assistance of a sales representative.
Sponsorship - advertising that seeks to establish
a deeper association and integration between an advertiser and a publisher, often
involving coordinated beyond-the-banner placements.
Under delivery - delivery of less impressions, visitors,
or conversions than contracted for a specified period of time.
Search Engine Marketing Terms
Description tag - an HTML tag used by Web page authors
to provide a description for search engine listings.
Doorway domain - a domain used specifically to rank
well in search engines for particular keywords, serving as an entry point through
which visitors pass to the main domain.
Doorway page - a page made specifically to rank well
in search engines for particular keywords, serving as an entry point through which
visitors pass to the main content.
Invisible Web - the portion of the web not accessible
through web search engines.
Keyword - a word used in a performing a search.
Keyword density - keywords as a percentage of indexable
text words.
Keyword research - the search for keywords related
to your website, and the analysis of which ones yield the highest return on investment
(ROI).
Keywords tag - META tag used to help define the primary
keywords of a web page.
Link popularity - a measure of the quantity and quality
of sites that link to your site.
Link text - the text contained in (and sometimes
near) a hyperlink.
Log file - file that records the activity on a web
server.
Manual submission - adding a URL to the search engines
individually by hand.
Meta tag generator - tool that will output META tags
based on input page information.
Meta tags - tags to describe various aspects about
a web page.
Pay per click search engine - search engine where
results are ranked according to the bid amount, and advertisers are charged when
a searcher clicks on the search listing.
Search engine optimization - the process of choosing
targeted keyword phrases related to a site, and ensuring that the site places well
when those keyword phrases are part of a web search.
Search engine submission - the act of supplying a
URL to a search engine in an attempt to make a search engine aware of a site or
page.
Title tag - HTML tag used to define the text in the
top line of a web browser, also used by many search engines as the title of search
listings.
Top 10 - the top ten search engine results for a
particular search term.
URL - location of a resource on the internet.
Web Design and Marketing Terms
Above the fold - the section of a web page that is
visible without scrolling.
Ad space - the space on a web page available for
advertisements.
ALT text - HTML attribute that provides alternative
text when non-textual elements, typically images, cannot be displayed.
Animated GIF - a graphic in the GIF89a file format
that creates the effect of animation by rotating through a series of static images.
Bookmark - a link stored in a Web browser for future
reference.
Cascading style sheets (CSS) - a data format used
to separate style from structure on web pages.
Favicon - a small icon that is used by some browsers
to identify a bookmarked website.
Flash - multimedia technology developed by Macromedia
to allow much interactivity to fit in a relatively small file size.
Frames - a structure that allows for the dividing
of a Web page into two or more independent parts.
Home page - the main page of a website.
JavaScript - a scripting language developed by Netscape
and used to create interactive websites.
Navigation - that which facilitates movement from
one web page to another web page.
Shopping cart - software used to make a site's product
catalogue available for online ordering, whereby visitors may select, view, add/delete,
and purchase merchandise.
Site search - search functionality specific to one
site.
Splash page - a branding page before the home page
of a website.
Web browser - a software application that allows
for the browsing of the World Wide Web.
Web design - the selection and coordination of available
components to create the layout and structure of a Web page.
Website usability - The ease with which visitors
are able to use a website.
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