Online Marketing Terms | Glossary
Glossary of Terms
(alphabetical)
Banner/Button Ad – a graphical advertisement of varying sizes placed on Web sites for promotional purposes. Button ad is a small ad.
Blog – a frequent publication of thoughts and Web links. (Alternatively called web logs, but mostly referred to as blog since web log can also refer to a server’s log files.
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.
Conversion / e-Commerce Optimization – tracking and measuring your sales cycle to optimize your return on investment (from advertising) or to increase your average order total.
Cost-Per-Click (CPC) – the cost paid per click-through.
CPM – cost paid per thousand impressions.
Email Marketing - the promotion of products or services via email.
Impression – a single occurrence of an online ad being displayed.
Online Optimization Specialist – an online optimization specialist is someone who creates new web pages or improves existing ones, with a view to increasing conversion rates (sales).
Paid Search Marketing - placing ads for products or services on search engines and on content sites across the Internet. Ads are typically short snippets of text linked to merchandise/product pages. Payment is made when users click through to the site from the ad.
Pay-Per-Click (PPC) – online advertising payment model in which payment is based on qualifying click-throughs.
Pop-Up Ad -an ad that “pops up” or displays in a new, small browser window on top of the current window.
Pop-Under Ad – an ad that “pops under” or displays behind the current browser window.
Search Engine Marketing - a form of Internet marketing that seeks to promote Web sites by increasing their visibility in the search engine result pages (SERPs) through the use of paid placement, contextual advertising and paid inclusion.
Search Engine Marketing Terms -
- Description tag – an HTML tag used to provide a description for the search engine listing.
- Keyword – a word used in performing a search in a search engine or directory.
- Keyword Research – a search for specific keywords that relate to your Web site and your target market.
- Keywords tag – META tag used to help define the primary keyword(s) for a Web page for the search engines.
- META tags – HTML tags that describe the content of a Web page for the search engines.
Search Engine Optimization (SEO) - Search engine optimization is optimizing* Web site pages to achieve higher ranking in search results by the process of selecting specific keywords or keyword phrases that are closely associated/relevant to the Web site so that when those keywords are queried, they become part of a Web search.
*Optimization is making pages readable by the search engines by emphasizing key topics related to your content.
Social Media Marketing – usually centers efforts to create content that attracts attention and encourages readers to share it with their social networks.
Text Ad – a text ad using a text-based hyperlink.
Title Tag – HTML tag used to define text in the top line of a Web browser. It’s also used by major search engines as the title of your search listing.
Unique Visitors – visitors who have visited your Web site at least once, usually counted for a fixed time-frame.
Web site Promotion - the continuing process to promote a Web site to bring more visitors to the site.
Web Site Traffic – the number of visitors/visits to your Web site.
