• Common Internet Marketing Terms

  Filed under Internet Marketing
  Jan 14

  

  Here are words and acronyms you may see in the search marketing literature or hear in conversation.

  Affiliate Marketing – A marketing revenue sharing arrangement by which an affiliate site refers potential buyers to a merchant’s site in return for payment.

  Baseline Metrics – Typically, web site data from a specific point in time, often just before the inception of an Internet marketing campaign, which can be compared to similar types of data from a later date to assess the effectiveness of the marketing campaign.

  CPA – Cost Per Acquisition. The total cost of an ad campaign divided by the number of conversions.

  CPC – Cost Per Click. The price that a search engine charges an advertiser for every click sent to the advertiser’s web site.

  CPM – Cost Per Thousand. The cost per one thousand impressions, typically charged by context-based networks for online search ads

  CTR – Click-Through Rate. The number of clicks that a search ad gets, divided by the total number of impressions for that ad.

  Conversion Rate – The percentage of prospects take a desired action, such as downloading a white paper, or buying a product

  DKI - Dynamic Keyword Insertion. A search advertising technique that involves placing the exact keywords that a searcher uses in the title of the ad served

  Geo-Targeting – A service offered by some search engines whereby a search ad is shown only to searchers from a specific geographic location, such as a city or state or selection of states.

  Impression – One display of a search ad. If an ad has 1,000 impressions in a week, it has been served or shown to one thousand searchers during that period.

  Keyword – A single word used by searchers to find information about a topic, such as “football.”

  Keyword Phrase – Two or more keywords relating to a specific topic, such as “college football,” or “USC football.”

  Keyword Stemming – The process of expanding a keyword list by going back to the root of the word and adding prefixes and suffixes, or the plural form.

  KPI - Key Performance Indicators are key metrics used to quantify the success of a marketing campaign.

  Landing Page – The page that a web searcher is taken to after clicking on an ad. Advertisers create these pages in such a way as to maximize the chance that the searcher will take the desired action (convert) after seeing the page.

  Long Tail – Keyword phrases will three of more words in them. These keyword phrases are searched on less frequently, but often by more serious searchers.

  Meta Tags – Information imbedded in the code for a web page that is intended for search engine robots to help them index a site. Human visitors can only see the meta tags by examining a page’s source code.

  Organic Results – Listings on search engine results pages that are not paid for; listings that are served because the search engine presumes their content is relevant to a given search.

  PPC - Pay Per Click. In search advertising, a revenue model whereby an advertiser pays an agreed amount every time someone clicks on an ad.

  Paid Listings – Listings that search engines sell to advertisers.

  Personas – Refers to an online marketing technique developed by Bryan and Jeffrey Eisenberg, whereby marketers plan web site content and advertising around specific personas, or types of people, who may visit the site.

  ROAS – Return on Advertising Spending, calculated by dividing the profit generated by an ad campaign by the cost of that campaign.

  ROI – Return on Investment. Expressed as a percentage; if a search campaign costs $150,000 and the return is $200,000, the ROI would be $200,000 - $150,000/ $150,000 or 33%.

  SEM – Search Engine Marketing.

  SEO – Search Engine Optimization. The process of editing a site’s content to make it more visible to the search engines.

  SERP – Search Engine Results Page. The page served by a search engine when a search is done on a keyword.

  Search Engine – A database of web pages.

  Tier I Search Engines – The most important search engines, as judged by the number of searches conduced, currently includes Google, Yahoo! and Microsoft Live Search.

  Tier II Search Engines – Smaller search engines, such as Ask.com and AOL, as well as more vertical search engines, as well as web meta-crawlers that display the results of many search engines.

  Tier III Search Engines – Usually, networks that display contextual ads, usually on a Cost per Thousand (CPM) basis.

  Unique Visitor – A critical web analytical measure that tracks each visitor to a site by the originating computer’s IP address, so that, for example, one person’s multiple visits to a site from the same computer over a given period of time will be counted as just one Unique Visitor.

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