Glossary of Terms
Above the Fold: This is the top section of a web page that is initially viewable without scrolling down.
Absolute URL: The Absolute URL describes the complete Internet address of a website. The absolute URL of this page is http://www.internet-direct-response.com/glossary.htm while the relative URL is glossary.htm
Ad Click Rate: The Ad Click Rate is often referred to as click-through rate (CTR). It is calculated as a percentage of the total ad impressions or views that result in a click.
Ad Clicks: The total number of times user clicks on an advertised banner or text ad.
Ad Views: Ad views are usually referred to as impressions. It is the total number of times an advertised text or banner ad is shown on a website. While analytical tracking software can display if the ad was available to a user to see, it can't guarantee that the user noticed the ad.
Ad Copy: The copy is the main text message show in an advertisement or website.
Adsense: Is a program developed by Google to allow website publishers to earn money for displaying text or image ads from their AdWords program.
Advertising Network: The advertising network is a 3rd party who enables an advertiser to serve banner ads on a large group of web sites. An advertiser has many options including what size banner, where the banner placement on the website, type of banner to be displayed, what demographic they are trying to target, and how long the banner will be displayed.
Advertorial: This is an advertisement that is somewhat camouflaged so it appears to the reader that it is a news article. Advertorials are typically found in print magazines.
AdWords: This is a program developed by Google to allow advertisers to display ads on their advertising network. This program is based on the pay-per-click (PPC) model and allows advertisers to bid on their website's ranking by specific keyword.
Affiliate: The affiliate is a publisher who owns a website and is willing to advertise a merchants product for a commission based on performance.
Affiliate Network: An affiliate network has its own group of affiliates that can promote products for a merchant who has signed up with the network to be a client.
Affiliate Marketing: Is a joint effort between two web sites where one site advertises products listed on the other site. The first site earns a commission for any sales that originated on its website. Commission rates vary between 5 to 30% of the gross revenue.
B2B: Business to Business
B2C: Business to Consumer
Back End: Refers to the e-commerce portion of a website. This is the area where customer information such as credit card, shipping and billing information is captured.
Back Link: A link that is listed on one website pointing to another website. Back links are also referred to as Incoming Links.
Bandwidth: this is the speed that information or data can is transferred between two computers.
Banned: If a website is caught by a search engine for using unethical or shady techniques to achieve a higher ranking, the search engine may remove the offending website from its listings.
Banner Exchange: A banner exchange or network is a group of web sites that display ads on each others web sites Tracking software reports how many visitors came from each website to ensure that all participants are treated equally.
Banner: This is a graphic image that displays an ad on a publisher's website. The banner contains tracking information Banners are the 468-by-60 pixels ad space on commercial Web sites that are usually "hot-linked" to the advertiser's site.
Blind Traffic: Non-targeted traffic that doesn't convert at a reasonable rate. The traffic is generally created by displaying misleading ads.
Bot: Is a software program also called a spider. Bots short for robots can server a number of functions such as automating repetitive tasks to gathering email addresses for spammers.
Branding: Branding is the practice of introducing a product to the public and making a permanent positive connection.
Broken Link: This is a link on a website that is not functioning properly. A broken link is also referred to as a Dead Link.
Call Center: Is a company with a number of operators who answer inbound telephone calls for other parties.
CFM: A programming language called Cold Fusion Markup. Internet files that use this language have a .cfm extension.
Click: A server tracks that a visitor is sent from an online ad or banner to a website due to the user selecting to accept the ad.
Click-Through Rate: Click-Through Rate (CTR) Is a calculated percentage of the number of users who clicked on a specific ad divided by the number of users who saw the ad (impressions).
Cloaking: This a technique used by spammers to trick the search engines by serving a different page the the search engine spider than what a human visitor would normally see.
Content: Content on a website is composed any graphics or text that is viewable by the user. Its main purpose is to provide the user with information about the website.
Conversion Rate: This is a calculated percentage the number of sales divided by the number of visitors to the website. This is one of the biggest factors in determining if a website is successful.
CPA: CPA stands for Cost Per Action
CPC: CPC stands for Cost Per Click
CPM: CPM stands for Cost per Thousand. It is calculated by dividing the total cost of advertising by (the number of impressions divided by 1,000). $25,000 ad cost / (500,000 impressions / 1,000) = $50
CRM: CRM stands for Customer Relationship Management
CTR: Click-Through Rate (CTR) Is a calculated percentage of the number of users who clicked on a specific ad divided by the number of users who saw the ad (impressions).
Cross-Selling: Is a marketing strategy to get customers to order additional products from other categories.
Database Marketing: The process of collecting and analyzing information from previous customers. Typically this would then be used to help sell a new product or service to the customers.
Demographics: This is data that contains aggregate information of a specific group of households such as income, house size, buying patterns, education, etc.
Direct Marketing: The process of marketing a product immediately to a customer, rather than promoting a retail store where the product could be purchased.
Direct Response: Marketing and advertising that is designed to drive sales rather than provide information.
Domain Names: A domain name is also often called a URL. It is the location of a property on the Internet. The last few letters after the final period tell you what type it is.
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