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Online Advertising Glossary

Affiliate Marketing

A marketing model where a web site (the affiliate) agrees to feature ads for an advertiser in exchange for a commission on the sales generated by such ads. For example, many Web sites generate sales leads for by displaying Amazon's ad banners. In return, Amazon pays these Web sites a percentage of the sales revenue generated by the ad banners.



Statistical analysis of the behavior of a Web site's visitors, such as where they came from, what information they were looking for, how they navigate around the Web site, and whether they performed a desired action (e.g. purchase a product or register for an account). The results of such analysis is used to determine whether a Web site is achieving its business objectives. Also known as web analytics.



Short for Web log. A journal-like Web site that displays its entries in reverse chronological order. Common characteristics of blogs include an informal writing style, frequent updates, and a focus on strong community interactions between blog writers (known as bloggers).


B2B (Business to Business)

Commercial activity conducted between two businesses, as opposed to between a business and an end consumer.


B2C (Business to Consumer)

Commercial activity conducted between a company and an end consumer. B2C is often used to describe the retail part of Ecommerce.


CTA (Call To Action)

The portion of ad copy that prompts customers to take a specific action. Popular calls to action include "click here to buy now," "enter your email to join today," or "use our secure form to order."



A clickthrough occurs when a user clicks on an ad and gets successfully redirected to the advertiser's Web site.


CPA (Cost Per Action / Acquisition)

Advertising pricing model where advertisers pay only when users completes a specific desired action. The action is usually a sales transaction or a registration. Also known as cost-per-acquisition or cost-per-transaction.


Conversion Rate

The rate at which visitors are "converted" from viewing an ad to taking a desirable action on an advertiser's Web site. The desired action might be buying a product, registering for a membership, quote, opting into a mailing list, or subscribing to an RSS feed.


Contextual Advertising

Advertising designed to be related to a Web site's content. For example, placing government campaign ads on a political blog is a form of contextual advertising.


CPC (Cost Per Click)

Advertising pricing model where advertisers pay by the number of times visitors click on an ad. A typical range is 0.05p upwards per click. Also known as pay-per-click.


CPM (Cost Per Mille)

How much it costs an advertiser to show an ad 1,000 times. A £100 CPM means the advertiser paid £100 per every 1,000 times his ad appears on a Web site. CPM is the most common measurement of online advertising costs. Also known as cost per thousand (Mille is Latin for one thousand).



A small file Web sites leave on its visitors' computers. Cookies allow websites to identify each user as an unique individual. Web sites use this information to provide customized content, track traffic patterns, and identify usage habits among its visitors.



The ability to target ads at users based on their geographic location. The targeting can be based on country, state, city, or postal code. Geo-targeting is an important tool for local small businesses that wants to run focused, cost-effective ad campaigns.



A word or phrase users type into search engines in order to find relevant information.


Keyword Density

The number of times a keyword appears on a webpage. Achieving the ideal keyword density will help draw search engine traffic for that specific keyword.


Landing Page

The advertiser's webpage visitors "land" on after they click on an ad. Usually the landing page will have a call to action prompting the user to sign up for a service or purchase a product. Also known as a clickthrough URL or destination URL.


Meta Tags

Information stored in the HTML that provides additional details about a webpage, such as its keywords and descriptions.


PPC (Pay Per Click)

Advertising pricing model where the advertiser pays Web publishers based on the number of times visitors click on an ad- Most popular within search engines.


Page View

The measurement of how often a webpage is displayed to visitors. Each time a webpage is displayed to a visitor is considered one page view. Also known as a page impression.



Search Engine Optimisation. Increasing the position of a website within natural search listings (ie: not sponsored links).


SERP (Search Engine Results Page)

These are the pages a visitor sees when he inputs a search query into a search engine. SERPs will usually show a listing of titles and links to webpages, and a short summary of how each webpage is relevant to the visitor's search.



Unsolicited advertisements usually in the form of emails, blog comments, or forum postings.


Sponsored Content

Advertising message integrated into the editorial content or placed in a special context on the webpage. Also known as content integration or Web advertorial.



Measurement of how long visitors stay on a website. The most sticky websites usually feature highly compelling content and popular interactive elements.


Text Link Ad

A text ad with a link to the advertiser's website. The link usually includes the name of the advertiser or a call to action. Also known as a sponsored link.



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