I thought that collection of a few advertising terms in to a blog post would be usefull. At least I have often saw some terms which meaning I can not remember/know. That is when I got this idea to collect a few common advertising terms in to this post. By tagging my post to del.icio.us, I can quicly check it, if I bump into a term which I do not remember. Leave a comment if some important term is missing from my list.
Click-through rate or CTR is 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 (impressions). For example, if your banner ad was delivered 100 times (impressions delivered) and 1 person clicked on it (clicks recorded), then the resulting CTR would be 1%.
CPM Cost Per Mille or cost ‰ or Cost per thousand or cost per mille (abbreviated as CPT or, more commonly, CPM). Rather than an absolute cost, CPM estimates the cost per 1000 views of the ad.
Effective Cost Per Mille or eCPM (as it is often initialized to) is a phrase often used in online advertising and online marketing circles. It means the cost of every 1,000 ad impressions shown.
Cost Per Impression is a phrase often used in online advertising and marketing related to web traffic. It is used for measuring the worth and cost of a specific e-marketing campaign.
Pay per click (PPC) is an advertising technique used on websites, advertising networks, and search engines.
Cost Per Action or CPA (as it is often initialized to) is a phrase often used in online advertising and online marketing circles. CPA is considered the optimal form of buying online advertising from a direct response advertiser’s point of view. An advertiser only pays for the ad when an action has occurred. An action can be a product being purchased, a form being filled, etc.
Click fraud is 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 clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad’s link. Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud.
In Internet marketing, search engine marketing, or SEM, is a set of marketing methods to increase the visibility of a website in search engine results pages (SERPs).
Search engine optimization (SEO), a subset of search engine marketing, is the process of improving the volume and quality of traffic to a web site from search engines via “natural” (”organic” or “algorithmic”) search results. Usually, the earlier a site is presented in the search results, or the higher it “ranks,” the more searchers will visit that site.
Fold: “Above the fold,” a term borrowed from print media, refers to an ad that is viewable as soon as the Web page arrives. You don’t have to scroll down (or sideways) to see it. Since screen resolution can affect what is immediately viewable, it’s good to know whether the Web site’s audience tends to set their resolution at 640 by 480 pixels or at 800 by 600 (or higher).
Splash page: A splash page (also known as an interstitial) is a preliminary page that precedes the regular home page of a Web site and usually promotes a particular site feature or provides advertising. A splash page is timed to move on to the home page after a short period of time.
Stickiness: A performance metric based on the ability of a web site to hold a visitor’s attention. A web site’s stickiness is average duration per user session or per unique visitor.
Viral Marketing: Any advertising that propagates itself.
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