-
Adwords - Advertising
program by Google.
-
Ad Position -
Location of the advertising copy, graphic, or banner within a given
webpage or email.
-
Ad Swapping - The
exchange of marketing efforts between two list owners to their
respective lists. I will run an ad to your list, and you run one
to mine. The swap is more typically done in regards to free offers,
like a free email newsletter subscription.
-
Ad. Banner - A graphical
web advertising unit on a website or email newsletter, typically
measuring 468 pixels wide and 60 pixels tall (ex. 468x60).
-
Ad. Button - A graphic
similar to a banner but smaller and square.
-
Ad. Pop-Up - A mini-website
that opens of its own accord, in a new web browser window and displays
advertisements.
-
AdWords (Google) - Offers pay-per-click (PPC)
advertising, and site-targeted advertising for both text and banner
ads. Allows you to bid on certain keywords that are reference
in Google searches and on partner's websites. Google's text advertisements
are short, consisting of one title line and two content text lines.
-
Affiliate Program/Affiliate
Marketing - Is a collection of products that keep track
of the sales generated by each participant in the program, the
affiliate, and offers a payment or revenue share for the sales
created by each affiliate.
-
Alexa - A company that provides traffic
estimates and a rank for most of the sites on the Internet.
-
Attrition rate - The
rate at which customers voluntarily leave, cancel, or unsubscribe
service from a company.
-
Anchor - The actual
text of a link; the words that are hyper linked to another site/file/bookmark.
-
Auto responder -
Is a computer program that automatically answers e-mail sent to
it. The email answer can also be a series of emails instead of
just one.
-
Backlink - Also known
as 'inbound links' they are links received from another webpage
or other internet sources. It's a link on another website that
refers to directly to your website. The number of backlink's is
an indication of the popularity or importance of that website or
page.
-
Blackhat - The other
name of unethical SEO practices.
-
Bandwidth - In website
hosting, bandwidth is the amount of information downloadable from
the web server over a prescribed period of time. In essence, it
is the rate [data/time], but the time in this case is not seconds
but rather a month or a week.
-
Banned - A site that
is excluded from search engines.
-
Banners, general -
Banner ads are online ads that come in various sizes. Some popular
sizes include 300x250 (medium rectangle), 468x60 (full banner),
728x90 (leader boards), 120x600 (skyscraper), 125x125 (squares),
120x60 (button), and 120x240 (vertical). Ads can be flat (no animation),
animated (various frames), and flash.
-
Benefit (in ad copy) -
It's 'what's in it for the reader', something that satisfies a
perceived need, fear, or desire.
-
Bid - The amount
of money offered for a product or service, commonly referred to
in pay-per-click advertising, the amount of money you'd pay for
someone to look at, and/or click on your ad. The more you are willing
to pay the higher in ranking your ad will be.
-
Big Idea - A proposition,
a bold statement, or prediction that captures a pre-existing feeling
or inspires an emotional response with the reader. The 'big idea'
must inspire an action from a significant portion of the readership.
-
Blog - An online
journal.
-
Bombing -
When several blogs and sites link to the same site, with the same
anchor text, aiming to push this page to the top of Google for
the keyword in the anchor text.
-
Bot - A type of computer
program to do automated tasks.
-
Break Even Point (BEP) -
The amount of units needed to be sold in order for the seller to
make up their initial investment. The formula is total cost divided
by unit price.
-
Click-Through Rate (CTR) -
The average number of click-throughs per hundred ad impressions,
views on the ad, expressed as a percentage.
-
Cloaking - An unethical
SEO practice attempting to mislead spiders about the actual content
of a site.
-
Cookie - A bit of
information placed on a user's computer to record the user's settings
and preferences on the website that placed the 'cookie'.
-
Copy - Typically
refers to sales letter writing, but also can refer to editorial
writing.
-
Cost-per-Acquisition -
The cost for each prospected you converted into a paying customer.
The formula for this is total cost divided by the total number
(#) of sales.
-
Cost-per-Click -
Same as Pay-per-Click (PPC). The average cost to you each time
a prospect clicks on your ad. This is typically the payment model
for Google Ad Words, Overture, Yahoo, and other paid search companies.
Average CPC start at about $0.05 and can go excess of $1.00. Keyword
popularity, bid amount, and position will all influence the cost
an advertiser will pay.
-
Cost-per-Lead (CPL) -
The cost for each lead, or name, that you bring in. These people
still haven't "converted" yet and you just collected
their names (email address). The formula for CPL is total cost
of the marketing campaign divided by the total email names brought
in.
-
CPM (Cost per thousand) -
Is an online cost an advertiser pays per thousand impressions.
It the CPM for a banner ad is $25 and you buy 1,000,000 impressions,
your final CPM cost will be $25,000. Factors that influence a CPM
rate include banner ad size, placement, list size, and site traffic.
The higher the traffic to the site you're considering to advertise
on, the higher the CPM will likely be.
-
Crosslinking -
The practice of linking together several domains usually owned
by the same person/company in an attempt to artificially inflate
a site's popularity.
-
CSS - The document
which controls the visual appearance of a site.
-
Data mining -
The process of leveraging your own in-house names (albeit actives
or prospects) and getting the most from them. Understanding their
behavior patterns, demographic and psychographics trends to increase
response and conversion rates.
-
Deadlink -
A link that leads to nowhere.
-
Dedicated Email Promotion
(also Stand Alone Email Promotion) - An email dedicated
to a single sales letter. Also referred to as a solo blast.
-
Density -
The percentage of keywords on a web page.
-
Direct response -
A marketing tactic where marketer is soliciting for a "direct
response" from the prospect typically to buy a product or
sign up for something. The goal is to get the prospect to take
action immediately. Response mechanisms for this effort t would
be a BRE (business reply envelope), BRC (business reply card),
800#, fax, or email.
-
DMOZ -
The largest human edited search directory.
-
Domain -
A specific entity on the Internet. It is identified by a domain
name which is a memorable term associated with a particular website's
IP address.
-
Doorway -
A black hat SEO practice that uses a single page, stuffed with
keywords, to get higher rankings with the search engines. Also
known as "gateway page" or "bridge page".
-
Dynamic Pages -
A web page that creates an interactive experience through the use
of text, images, etc.
-
E-book -
A book that is available to be read on the Internet (electronic
book). Typically in an Adobe Document format (pdf).
-
Ecommerce -
The applications of business over electronic media resulting in
commercial transactions (i.e. buying, selling, and advertising
over the Internet).
-
Email Newsletter -
A newsletter that is distributed by electronic mail.
-
Email Subscriber List -
A list of persons who subscribe to receive email advertisements.
-
E-Newsletter Sponsorship -
Sometimes called "E-News Sponsorship". This is an ad
in a eNewsletter or eZine. These placements are usually in top,
mid and bottom positions and can be text or HTML formats. You can
buy this space or approach the other publisher about considering
a reciprocal ad swap - where your ad will go in their publication
and their ad in yours for the same word count and same list size.
-
E-Zine -
A magazine that is available to be read on the Internet (electronic
magazine). Publishes mainly articles.
-
File (see also "List") -
The term used for a direct mail or email mailing list. this can
be a company's in-house names (or customers) or rented customers
from a third-party provider. A list can be segmented into many
ways - actives, expires, cancels, hot (which is typically customers
in their first 3 months of service), and more.
-
Flash -
A software program that allows great amounts of interactivity (graphics)
to fit in a small file. It is a technology that is used to make
web movies, used mostly for banners. This is an animated file that
requires a flash player to be associated with a browser to be played.
-
Floater ad (or Hover ad) -
Similar to a pop up, but a new window doesn't open. Special coding
on your webpage allows for an ad to "float" over the
webpage for special messages or lead generation efforts. Typically
boosts conversion rates by about 20%.
-
Forum -
A webpage that allows visitors to post and read comments about
a particular topic.
-
Frame -
A structure that allows a webpage to be divided into independent
parts. Actually it is several HTML pages but with the same URL.
One of the nightmares of SEO.
-
GoogleBase -
A massive database of very targeted information, content, and articles.
-
Guerilla Marketing -
Using unconventional or alternative marketing tactics to get optimal
results. For instance, going into chat rooms or forums to post
a message about your product or service to create a buzz.
-
Headline -
A title printed in large text that gives a brief introduction to
a written article (newspaper, magazine, newsletter, etc.).
-
Hierarchy -
A ranking system used on the Internet to organize IP addresses.
-
Hits -
The number of files on a webpage that are successfully served to
a visitor. This includes HTML, jpgs, gifs, and other image files.
-
HTML -
Hypertext Markup Language is an interactive text often used in
webpages.
-
Inbound -
A link that comes from another site to yours.
-
In-House Email Subscriber
List - A list of email subscribers
that is not kept with an outside service.
-
Internet Service Provider
(ISP) - An organization that sells
Internet access and related services to consumers.
-
IP Address -
A unique number assigned to each device connected to the Internet
that allows communication between devices. Usually a home IP address
is dynamic (changes) whereas a static IP is assigned and cannot
be changed. A static IP address is usually assigned for servers.
-
ISP (See Internet Service Provider).
-
JavaScript - A scripting
programming language used to create interactive websites.
-
Joint Venture (JV) -
A project that is undertaken by two or more parties in which the
parties agree to be involved in economic activity together.
-
Keyword -
A word or phrase used to identify a topic while on a search engine.
-
Keyphrase -
A group of keywords.
-
Landing Page -
The page to which a consumer is directed after clicking on an online
advertisement.
-
Lead gen -
Lead gen or lead generation is the concept of bringing in names
(direct mail or email). This is typically accomplished by a free
offer such as free report or white paper, where a prospect will
fill out a form to receive the report then the prospect is either
followed up with a phone call or email offer from the marketer.
Lead generation can also be accomplished by sweepstakes offer,
raffles, online polls, surveys, sign ups at events/trade shows,
or co-registration.
-
Life Time Value (LTV) -
The metric that marketers look for in establishing how much product
or service the customer will purchase during a lifetime, not just
on the current transaction. This helps in knowing your customer
and helping keep them loyal.
-
Linkfarm -
An unethical SEO practice that includes creation of a group of
highly interlinked sites aimed at inflating link popularity.
-
Link Popularity -
The number of backlink's a page has, regardless of the quality
of the pages or sites linking to it.
-
List (see also "File") -
The term used for a direct mail or email mailing list. This can
be a company's in-house names (or customers) or rented customers
from a third-party provider. A list can be segmented into many
ways - actives, expires, cancels, hot (which is typically customers
in their first 3 months of service), and more.
-
List segmentation -
Breaking down your mailing list into "buckets" - segmenting
your names by a type such as demographics, purchasing behavior,
geographic, etc. Segmenting your list ultimately helps with the
conversion rate and response rate, since you're targeting your
message to suit the list thereby increasing your odds on response
and purchase.
-
List shrinkage -
The monthly rate at which email newsletter (or eZines) lists lose
subscribers. Generally speaking, the average monthly list shrinkage
rate is 2% of the total file size. If a marketer anticipates that,
then they know that they must bring in more than 2% of new names
per month just to make up for the average monthly loss.
-
Market Niche - A
small group of potential customers for whom there is currently
no market.
-
Mimi Website -
Typically a promotional type landing page with little or no navigation.
These webpages are targeted to a specific offer.
-
Ophan -
A page that has no inbound (and very often no outbound links).
-
Opt-In Page -
refers to an individual giving a company permission to use data
collected from or about the individual for a particular reason,
such as to market the company's products and services. See permission
marketing.
-
Opt-In-Subscriber -
A consumer who explicitly requests to be added to a mailing list.
-
Outbound -
A link from your site to another.
-
Overhead -
Money a business uses just to function, amount spent on necessities.
-
PageRank -
Google's patented method of ranking the importance of webpages
on the Internet based on the quality and quantity of links to those
pages. It can be from 1 - 10.
-
Page Views -
The number of times a user requests a webpage.
-
Pay-Per-Click (PPC) -
An online advertising payment method in which payment is based
on clicks on certain links.
-
Premium -
A bundled package of goods or services.
-
Reciprocal Link -
A link between two websites, such that each webpage can be accessed
from the other site.
-
Redirect -
A webpage that comes up after you type in the specified URL in
the Internet browser. This can be used if a webpage is no longer
valid but you don't want to send your prospects into obscurity
or if you want to redirect your prospects to a targeted message.
For example, if a prospect types www.fakesite.com they may not
necessarily land on www.fakesite.com per say, but rather the page
is redirected to www.fakesite.com/specialoffer -- if your first
goal is getting that user to sign up for something or buy something
(whatever your special offer is).
-
Really Simple Syndication
(RSS) - A delivery channel for
news and information where the information is delivered in XML
files to create a web feed or "RSS feed." This feed
can be downloaded directly to users' desktops via RSS readers
(which can be downloaded for free on the Web). Consumers can
pick and choose which feeds they want and read them at their
leisure.
-
Retention rate -
The rate that customers stay with you. This involves customer satisfaction,
loyalty, and consistent bonding efforts.
-
Return on Investment (ROI) -
This formula determines how much money you made or lost on your
initial investment. The formula is total revenues divided by total
cost.
-
Robotstxt -
The file, which tells search engines the pages and directories
of a site that are to be excluded from indexing.
-
Sandbox -
This is where Google places your site until it gets mature to be
included in search engines.
-
Search Engine -
A program that indexes information and matches relevant information
to a users search request.
-
Search Engine Marketing (SEM) -
Marketing methods used to increase a websites visibility on search
engine results pages.
-
Search Engine Optimization
(SEO) - The process of improving
the content and structure of a website so that keywords match
the page when used on a search engine.
-
Search-Engine Spiders -
An automated program that browses the web to provide up-to-date
data to search engines users.
-
Site Indexing -
A method of organizing websites often used by search engines.
-
Sitemap -
a webpage that lists all webpages on a website.
-
Spammer -
Uses unsolicited commercial messages of low value.
-
Spider -
Crawler, crawls website for links, keywords, tages, content, number
of pages, sitemap, etc...
-
Static Pages -
Webpages that are not interactive.
-
Stuffing -
Artificially inflating keyword density.
-
Sub-Domain -
A domain that is part of a larger domain.
-
Thank You Page -
The page that comes up after a web transaction thanking the customer
for their purchase or sign up.
-
Traffic -
The amount of information sent and received by visitors to a website.
-
URL -
The Uniform Resource Locator refers to the distinct location of
a resource on the Internet.
-
Viral marketing -
The effect when a marketing message gets spread from user to user.
For example, a "forward-to-a-friend" feature for a eNewsletter.
-
Visitor -
The total number of users who access a web site over a given period.
-
Web Analytics -
The process of measuring user activity on a web site to determine
its performance.
-
Web Host -
A business that provides storage, connectivity, and other services
necessary for the upkeep of a website.
-
Webcrawler -
An automated program that browses the web for different purposes
such as documenting website changes.
-
Webmaster -
A person responsible for designing, marketing, and maintaining
a website.
-
Whitepaper -
A free report that is filled with useful editorial but used for
lead generation purposes (capturing email names).
