Tips and Hints

The Internet Marketing Word List

There are many industry-specific terms in this industry. I just sat down and wrote up as many as I could think of. If you can think of any more or have specific questions, email me and I’ll get right on it.

Above the fold – The section of a Web page that is visible without scrolling.
Affiliate Marketing РThe Internet version of commission sales. You make a deal with a company where they agree to pay you some amount of money to display some type of ad to visitors at your site to get them to go to the company’s site and do something.
Affiliate Network – An intermediary that provides services, reporting and marketing assistance to Merchants and Affiliates.
Banner ad – A graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).
Button ad – A graphical advertising unit, smaller than a banner ad, typically 125×125 or so.
Click-through – The process of clicking 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.
Cost-per-action (CPA) – Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
Cost-per-click (CPC) – The total cost of the advertising divided by the number of clicks yields an average cost per click.
CPM – Cost per thousand impressions (times an advertisement is shown)
Customer acquisition cost – The calculated cost of attracting a new customer.
Deep linking – Linking to a web page other than a site’s home page.
Description tag (also called META Description tag) – An HTML tag used by Web page authors to provide a description for search engine listings.
Email marketing – The promotion of products or services via email.
Ezine – An electronic magazine, whether delivered via a Web site or an email newsletter.
Hit – request of a file from a Web server. Each individual page element (graphics, text, etc) counts as a hit.
HTML banner – A banner ad that uses certain HTML elements, often including interactive forms, instead of (or in addition to) standard graphical elements.
HTML email – Email that is formatted using Hypertext Markup Language, as opposed to plain text email.
Impression – A single instance of an online advertisement being displayed.
Inbound link – A link from a site outside of your site.
Interstitial – An advertisement that loads between two content pages.
Keyword – A word entered into the text box when a performing a search.
Keyword density – Keywords as a percentage of recognizable (by the search bot) text on a page.
Keyword marketing – Getting your message in front of people who are searching using particular keywords and keyphrases
Keyword research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
Keywords tag (also called META keywords tag) – Tag used to help define the primary keywords of a Web page.
Link Checker – Tool used to check for broken hyperlinks.
Link popularity – A measure of the quantity and quality of sites that link to your site.
Link Text – The text contained in (and sometimes near) a hyperlink.
Log file (also called a sitelog) – File that records the activity on a Web server.
Merchant – The advertiser in an affiliate marketing relationship.
Meta tags – Tags used to describe a web page.
Opt-in email – Email that is explicitly requested by the recipient.
Outbound link – A link to a site outside of your site.
Page view – Request to load a single HTML page. Also a measure of the number of requests made.
Pay per action (PPA) – Online advertising payment model in which payment is based solely on obtaining a certain action (lead, signup for newsletter, email address, etc.)
Pay per click (PPC) – Online advertising payment model in which payment is based solely on qualifying click-throughs.
Pay per click search engine – Search engine where results are usually ranked according to the bid amount, and advertisers are charged when a searcher clicks on the search listing.
Pay per lead (PPL) – Online advertising payment model in which payment is based solely based on obtaining qualifying leads.
Pay per sale (PPS) – Online advertising payment model in which payment is based solely based on qualifying sales.
Permission marketing – Marketing centered around obtaining customer consent to receive information.
Pop-under ad – An ad that displays in a new browser window behind the current browser window.
Pop-up ad – An ad that displays in a new browser window.
Reciprocal links – Links between two sites, often based on a mutal agreement.
Rectangle ad – Any one of the large, rectangular banner sizes suggested by the IAB.
Rich media – Medium that offers an enhanced experience (sound, video, etc.)
Search Engine Optimization (SEO) – The process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.
Search Engine Submission – The act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.
Sig file or signature – A short block of text at the end of a message identifying the sender and providing additional information about them.
Skyscraper ad – An online ad significantly taller than the 120×240 vertical banner.
Super Affiliate – An affiliate capable of generating a significant percentage of an affiliate program’s activity.
Text ad – Advertisement using text-based hyperlinks instead of graphics.
Title tag – HTML tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.
Two-tier affiliate program – Affiliate program structure where affiliates earn commissions on their conversions as well as conversions of others they refer to the program.
Unique visitors – Individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30 day period.
Vertical banner – A banner ad measuring 120 pixels wide and 240 pixels tall.
Viral marketing – Marketing phenomenon that facilitates and encourages people to pass along a marketing message.
Web site traffic – The number of visitors and visits a Web site receives.

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