Marketing Glossary

A

Above the Fold - A marketing phrase meant for an advertising space located at a "top visible section" of a web page without any need to scroll down.

Ad blocker - A web browser integrated or, external software used to block pop-up advertisements & pages.

Ad Space - A section on a web page designated for advertisements. (for example: banner space)

Advertising network - A network which buys advertisement space from various websites and resells it to media buyers.

Affiliate marketing - The commission model of online marketing, where media agencies do not pay ahead for ad spaces but pay commission per sales.

Affiliate Fraud - Affiliate Fraud refers to cases where affiliates attempt and sometimes succeed in generating "fake commissions" by making low-rate purchases by themselves or through relatives, thereby fraudulently generating higher commissions.

Animated Gif (Banner) - Also called "GIF89A", this is a format that creates the effect of animation by rotating through a series of static images.

Auto Email Responder - A website integrated program that automatically replies to incoming e-mails.

Admin - A website owner or the actual manager.

B

Banner Ad - A graphic web advertising unit, in most cases used to create an animated advertisement. (see: "AnimatedGif")

Banner Blindness - A phrase used to describe the web visitors who ignore banner ads, Even if there is a relevant content for these who ignore it.

Banner Exchange - A model of website promotion where webmasters use a network on which participating sites display banner ads in rotation.

Button Ad - A graphic advertising unit; usually a small banner.

Button exchange - A model of website promotion where webmasters use a network on which participating sites display button ads in rotation.

Bookmarks list / Favorite list - A web browser list, storing important and useful user website listing.

C

Click-through - The process of clicking through an online advertisement to the advertiser's destination.

Conversion rate - The percentage of users who actually create "action" (i.e. acquisition) in response to the advertisement.

Cookie (Used to track visitors actions) - An information file stored on a user's computer by a website, used to remember user's preferences or to track activity.

(CPA) Cost per acquisition - Online marketing payment model in which payment is based on commission only, for a specific amount per referral action {i.e. User purchase (in most cases)}

(CPC) Cost per click / PPC - Online marketing payment model in which payment is made per advertisement clicks made.

(CPM) Cost per mil - Online marketing payment model in which payment is made per advertisement impressions only (Mil = 1000 ' cost per 1000 impressions)

(CPV) Cost per visitor - All the costs involved in getting a single visitor. Or: all the costs involved in generating traffic, divided by the amount of traffic generated.

Customer acquisition cost - The final cost of acquiring a new customer.

Contextual advertising - A phrase applied to advertisements appearing on websites, where the advertisements are selected and served by automated systems based on the content displayed or requested by the user.

Copywriting - The profession of writing advertisements text and slogans, or publicity material.

D

Deep linking - Linking to an in-site web page other than a site's home page

Domain - A verbal location of a website over the web.

Doorway domain - A domain name used specifically to rank well in search engines for particular keywords.

Doorway page - A page name used specifically to rank well in search engines for particular keywords.

E

Email follow-up - Persuading Emails which are sent to people who haven't already bought a product - in order to convince them to buy.

E-book marketing - The use of e-books in order to promote a web site, product or service.

E-zine advertising / Newsletter - The use of Electronic-magazines in order to promote a web site, product or service. (In most cases sent by e-mail)

E-mail Marketing - The use of e-mail in order to promote a web site, product or service.

E-mail spam (Used for advertisement) - The use of inappropriate and in some places illegal commercial e-mails in order to promote a web site, product or service.

E-commerce - Electric commerce: buying & selling products and services + the transfer of funds, through digital communications (website).

E-business - The use of software and in most cases the internet for managing a business; in some cases businesses might not have a physical existence (only online).

F

Favorites list / Bookmarks list - A web browser list, storing important and useful user website listing.

Flash Ad - A multimedia technology providing the ability to create interactive animation & videos.

G

Guerilla marketing - Unconventional marketing strategy intended to get maximum results from minimal resources.

H

Home page - A website's main and welcome page.

HTML banner - A banner ad using HTML elements, usually used when the Banner is stored in a storage space outside the website itself. (For example: most blog advertisements).

Hybrid payment model - A combination of two or more online marketing payment models (For example - CPA + Revenue-Share)

I

Impression - A single count of an online advertisement being displayed.

Inbound link - A link linking to one website from another one.

Incentive traffic - Visitors who have received some sort of incentive for visiting a website.

Interactive agency - An agency offering a mix of web design/development, internet advertising/marketing, search engine optimization services and copywriting. (Also know as media agencies).

Interstitial ad - An advertisement that loads between two content pages.

K

Keyword - A word which is used for performing an internet search.

Keyword marketing - A keyword contextualization - Advertisements which appear when people use particular search keywords & key phrases.

L

Link checker - Tool used by search engines in order to check for broken hyperlinks

Link popularity - Defining the quantity and quality of sites that link to your site

Long domain names (used for SEO) - Domain names longer than the original 26 characters, used by SEO experts in order to improve search engine results.

M

Manual search-engine submission - Independently adding a website URL to search engines by hand.

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

Media kit - The name of an information packet about a business or product.
Usually downloadable and containing well-planned promotional materials, such as work reviews, customers, traffic information, etc.

Meta search engine - A search engine using results from multiple search engines.

META tags - Tags which describe various aspects about a webpage (also used to define web pages for search-engines).

Mouse Trap - The use of browser tricks in an effort to keep a visitor captive at a site or to make him click an advertisement. (For example: A popup banner with a button redirecting to an advertisement instead of closing the window).

Media Buy - Media buying is the profession of purchasing advertising space, whether on search engines or various other options.

N

Network effect - Phenomenon in which a service becomes more valuable as more people use it. For example: poker software where people play against each-other - the more players, the better.

Newsletter/E-zine - The use of electronic-magazines in order to promote a web site, product or service. (In most cases sent by e-mail)

O

Opt-in email - An email message which is requested by the recipient.

Outbound link - A link which is located on a website and links to a different website.

P

Page view - A measure of how many times a complete page is displayed.

(PPC) - Pay per click / CPC - Online marketing payment model in which payment is made per advertisement clicks made.

PPC bid - A bid used in order to define positioning

Pay per sale (PPS) - Online marketing payment model in which payment is based on commission only, for a specific amount per referral action {i.e. User purchase (in most cases)}

Payment threshold / Payment payout minimum - The minimum commission amount an affiliate must gain before he is able to cash out his commission.

Permission marketing - The Marketing method of getting customer's consent to receive information from a company.

Pop-under ad - An advertising window that pops-up below the current viewed page, and is made visible only when the present page is closed.

Pop-up ad - An advertising window that pops-up by surprise.

R

Rate card - A document detailing the price of a certain service or product.

Reciprocal links - Links that appear on two different sites, linking to each other on basis of a pre-made agreement.

Rich media - A term used to describe a wide range of interactive digital media that exhibit dynamic motion, including sounds, animation & even videos.

Run on network (RON) - An advertisement running on 2 or more websites.

Run on site (ROS) - An advertisement running on 1 site only.

Return on Investment (ROI) - - A method measuring profitability of a business by dividing the company's net income by total assets.

S

Search Engine top 10 - A phrase describing the first 10 results on search engine.

Search engine optimization (SEO) - A process of optimizing a certain website or webpage to be shown as high as possible on search engine keywords search results.

Search engine submission - The process of submitting a website URL to a certain search engine in order to be listed on it.

Self-serve advertising - An advertising space that can be purchased individually without any assistance.

Skyscraper Ad - A long vertical ad, one of the most efficient banner sizes.

Spam - The use of inappropriate and in some places illegal commercial messages in order to promote a web site, product or service.

Sponsorship - An advertisement that is used to establish an association and integration between an advertiser and a publisher.

T

Text link - An advertising spot shown in the form of a text sentence and external hyperlinks when clicked.

Text link exchange - A model of website promotion where webmasters use a network in which participating sites display text ads in rotation.

Trick banner - A banner ad that tricks people into clicking, often by imitating system error messages.

Two tier affiliate program - Affiliate program structure whereby affiliates earn commissions on their conversions as well as the conversions of webmasters they refer to the program.

Tracking system - A system used to track campaign activity, such as ad clicks, downloads if needed, purchases, etc. Usually works by implanting a tracking file (cookie), into user's computer.

Traffic - Traffic indicates the activity and the number of visitors a certain website receives.

Targeted traffic - Traffic of visitors that are interested in what you offer. (For example: poker players who visit an online poker website).

U, V, W

Unique visitors - Individuals who have visited a web site (or network) at least once during a fixed time frame.

Web design - The profession of designing & creating the visual appearance of a webpage or website.

Web site usability - Describes the ease and comfort of browsing a website.

Webmaster - A website owner or the actual manager.