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Internet Marketing Glossary
Banner Ad
An advertisement that is displayed on a web page
or email. Typically the ad is “clickable” and redirects the
respondent to a specific web page. Banner ads are typically priced per
impression (cost per impression or CPI), per thousand impressions (CPM)
or per click (CPC).
Campaign
A process by which a website owner acquires website visitors, particularly
visitors that convert, as well as the conversion and retention processes
that follow the acquisition. Campaigns can utilize on-line ads, links,
outbound emails, and even off-line triggers such as direct mail, to acquire
targeted visitors.
Click-Through-Rate
The percentage of people who see a “clickable” call-to-action,
such as an on-line ad, and actually click on it. Also referred to as "CTR."
Conversion
The process by which a website visitor completes a process that is desired
by the website owner. In B2C (Business-to-Consumer) sites, a conversion
is typically an online sale. For B2B sites, a conversion can be the completion
of a form providing the website owner with the visitor's contact information,
permission to contact, and other information.
Conversion rate
The percentage of visitors to a web site who complete a process designed
by the web marketer. For example, if out of 100 visitors who respond to
an ad by clicking on it and coming to a landing page, two go on to complete
and submit a form, the conversion rate for that program is 2%.
Internet marketing
Leveraging the Internet as a means of communicating a company’s
messaging, attracting prospects and customers, and conducting market research.
Paid Inclusion
A prgram where the marketer pays for more prompt, frequent or thorough
review of a website, however there is no guarantee as to rank or placement.
Often used by companies with large websites to enhance indexing of many
pages.
Pay-Per-Click
Internet advertising where the advertiser pays a pre-agreed price each
time someone clicks on an advertisement. Also called "Paid Placement."
The price is typically arranged via an auction, with ad placement determined
by the relative size of the bid, and sometimes other factors.
Search Engine Optimization
The art of gaining top rankings in search results for search terms that
are likely to be used by audiences that the marketer is interested in.
Also called "Organic" or "Pure Search" because the
results displayed are based on the relevance and popularity of the site.
No money is paid to the search engines for placement or clicks.
Search Results
The listings displayed by a Search Engine after processing a search term.
Search Term
A keyword or keyword phrase entered into a search engine to perform a
search on the Web.
Top Ranking
Generally, a Search Results ranking within the first page of results displayed.
Numerous studies have shown that few people search past the first Search
Results page, which typically includes 10 - 20 listings.
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