Internet Marketing Definitions page 3

Keyword : a word used in a performing a search.

Keyword marketing : putting 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 : META tag used to help define the primary keywords of a Web page.

Manual submission : adding a URL to the search engines individually by hand .

Marketing plan : the part of the business plan outlining the marketing strategy for a product or service.

Media kit : a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

Navigation : that which facilitates movement from one Web page to another Web page.

Pay per click (PPC) : online advertising payment model in which payment is based solely on qualifying click-throughs .

Pay per click search engine (PPCSE) : search engine where results are ranked according to the bid amount and advertisers are charged only when a searcher clicks on the search listing.

Pay per lead (PPL) : online advertising payment model in which payment is based solely based on 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 getting customer's consent to receive information from a company.

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.

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Internet Marketing Definitions page 2

Deep linking : linking to a web page other than a site's home page .

Description tag : an HTML tag used by Web page authors to provide a description for search engine listings.

Email : the transmission of computer-based messages over telecommunication technology .

Email marketing : the promotion of products or services via email.

Email spam : unwanted, unsolicited email .

Favicon : a small icon that is used by some browsers to identify a bookmarked Web site.

Forum : an online community where visitors may read and post topics of common interest.

House ad : self-promotional ad a company runs on their own site/network to use unsold inventory.

HTML banner : a banner ad using 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.

Incentivized traffic : visitors who have received some form of compensation for visiting a site.

Interactive agency : an agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.

JavaScript : a scripting language developed by Netscape and used to create interactive Web sites.

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Internet Marketing Definitions page 1

Ad blocking : the blocking of Web advertisements, typically the image in graphical Web advertisements.

Advertising network : a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

Banner advertisement : a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).

Banner exchange : network where participating sites display banner ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites

Business hosting : Web hosting geared towards the mission-critical functions demanded by business-class customers.

Button advertisements : a graphical advertising unit, smaller than a banner ad.

Button exchange : network where participating sites display button ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.

Caching : the storage of Web files for later re-use at a point more quickly accessed by the end user.

Click-through rate (CTR) : The average number of click-throughs per hundred ad impressions, expressed as a percentage .

Cascading style sheets (CSS) : a data format used to separate style from structure on Web pages.

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 cost or cost-equivalent paid per click-through.

CPM : cost per thousand impressions.

Customer acquisition cost : the cost associated with acquiring a new customer.


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Internet Marketing Definitions

Internet Marketing Definitions


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