Glossary
Blog – a periodically updated internet diary (http://tuditi.delo.si/).
CPA (Cost per action) – The effectiveness of internet advertising can be measured based on the number of actions carried out by users (an item bought, a form filled in etc). This type of model is referred to as “Cost per action”.
CPC (Cost per click) – In some forms of advertising, especially in direct marketing, the “Cost per click” expression has come into use in situations when the advertiser pays only for the number of clicks on his ad.
CPM – Cost per thousand ad impressions.
CTR – Clickthrough rate – percentage of users who clicked the ad (out of those who have seen the ad)
Dayparting – Limiting the ad time to selected parts of the day (e.g. from 6am to 9am).
Email marketing – Advertising and promotion of products and services through email.
Frequency cap – A restriction to the amount of impressions per user.
Google AdWords – A tool for buying adspace linked to keywords on Google search engine
Search engine – a system designed to help find websites and documents (e.g. Najdi.si, Google.si).
SEM (Search Engine Marketing) – a series of tools and tactics that are designed for the optimisation of advertising investments on search engines; SEM includes research on keyword effectiveness, efficient lease tactics, keyword maintenance etc.
Contextual advertising – Advertising programmes which enable advertising based on the context of a particular website. In this case, ads usually relate to the selected keywords.
Conversion – Considering the fact that measuring ad efficiency on the internet is quite a simple task and can be quite precise, many advertisers choose to monitor conversion of users from one state of mind to another. Such a conversion includes:
Impression – a site viewing by one user
SEO (Search Engine Optimisation) – a series of tools and tactics designed to achieve the highest position listing in search results. It includes keyword analysis, SEO copywriting, information structure consulting, link management etc.
Overture – a tool which enables keyword lease on the Yahoo! search engine.
Bandwidth – bandwidth denotes the relative speed of an internet connection / tells how much data can be transferred in a certain time period. Bandwidth is mainly expressed in kilobits per second (kbit/s, kbps).
Banner – a graphical internet ad that can come in different sizes, measured in pixels. The size 728 x 90 denotes a banner which is 728 pixels wide and 90 pixels high.
PageRank – a link analysis logarithm (assessment) which defines the importance of a particular website existing within the World Wide Web.
Cookie – a small data parcel intended for tagging the user/computer. Cookies are very useful in internet servicing and measuring ad campaign efficiency.
Surround session – a type of advertising space lease where we lease all the advertising space available (two or more spaces) on one website.
Broadband internet – a network (internet) connection of high speed (such as DSL, VDSL, ADSL ...). Broadband internet is of key importance in advertising since it increases the time spent by users on a particular internet medium (the connection is paid regardless of the quantity of use), it also enables the transfer of more demanding files (video files), and increases penetration with those users who are not technologically educated (simple to use).
Textual ad – an ad which comprises only text and a link. Most often, this type of ad is used in advertising on search engines and other types of contextual advertising.
Viral Marketing – Marketing techniques based on virus theory and practice. In most cases, they are based on email communication as well as entering blogs, forums and internet communities. All have the goal of integration into the so-called »word of mouse«.
Behavioural marketing – a form of internet marketing, which is based on knowing user habits in visitors of a single or multiple internet media.
Behavioural targeting – targeting within advertising campaigns, based on user habit data.
Wiki – an internet tool designed for multiple users, which enables single-type content management.
Wikipedia – a free encyclopaedia, which is based on the Wiki programming tool
CPA (Cost per action) – The effectiveness of internet advertising can be measured based on the number of actions carried out by users (an item bought, a form filled in etc). This type of model is referred to as “Cost per action”.
CPC (Cost per click) – In some forms of advertising, especially in direct marketing, the “Cost per click” expression has come into use in situations when the advertiser pays only for the number of clicks on his ad.
CPM – Cost per thousand ad impressions.
CTR – Clickthrough rate – percentage of users who clicked the ad (out of those who have seen the ad)
Dayparting – Limiting the ad time to selected parts of the day (e.g. from 6am to 9am).
Email marketing – Advertising and promotion of products and services through email.
Frequency cap – A restriction to the amount of impressions per user.
Google AdWords – A tool for buying adspace linked to keywords on Google search engine
Search engine – a system designed to help find websites and documents (e.g. Najdi.si, Google.si).
SEM (Search Engine Marketing) – a series of tools and tactics that are designed for the optimisation of advertising investments on search engines; SEM includes research on keyword effectiveness, efficient lease tactics, keyword maintenance etc.
Contextual advertising – Advertising programmes which enable advertising based on the context of a particular website. In this case, ads usually relate to the selected keywords.
Conversion – Considering the fact that measuring ad efficiency on the internet is quite a simple task and can be quite precise, many advertisers choose to monitor conversion of users from one state of mind to another. Such a conversion includes:
- the number of people who have actually bought a product against the number of people who have visited the website;
- the number of people who filled in a form;
- the difference between the number of people who have received an email and those who have reacted by clicking a link on it;
- the number of people who have seen the ad and the number who clicked it.
Impression – a site viewing by one user
SEO (Search Engine Optimisation) – a series of tools and tactics designed to achieve the highest position listing in search results. It includes keyword analysis, SEO copywriting, information structure consulting, link management etc.
Overture – a tool which enables keyword lease on the Yahoo! search engine.
Bandwidth – bandwidth denotes the relative speed of an internet connection / tells how much data can be transferred in a certain time period. Bandwidth is mainly expressed in kilobits per second (kbit/s, kbps).
Banner – a graphical internet ad that can come in different sizes, measured in pixels. The size 728 x 90 denotes a banner which is 728 pixels wide and 90 pixels high.
PageRank – a link analysis logarithm (assessment) which defines the importance of a particular website existing within the World Wide Web.
Cookie – a small data parcel intended for tagging the user/computer. Cookies are very useful in internet servicing and measuring ad campaign efficiency.
Surround session – a type of advertising space lease where we lease all the advertising space available (two or more spaces) on one website.
Broadband internet – a network (internet) connection of high speed (such as DSL, VDSL, ADSL ...). Broadband internet is of key importance in advertising since it increases the time spent by users on a particular internet medium (the connection is paid regardless of the quantity of use), it also enables the transfer of more demanding files (video files), and increases penetration with those users who are not technologically educated (simple to use).
Textual ad – an ad which comprises only text and a link. Most often, this type of ad is used in advertising on search engines and other types of contextual advertising.
Viral Marketing – Marketing techniques based on virus theory and practice. In most cases, they are based on email communication as well as entering blogs, forums and internet communities. All have the goal of integration into the so-called »word of mouse«.
Behavioural marketing – a form of internet marketing, which is based on knowing user habits in visitors of a single or multiple internet media.
Behavioural targeting – targeting within advertising campaigns, based on user habit data.
Wiki – an internet tool designed for multiple users, which enables single-type content management.
Wikipedia – a free encyclopaedia, which is based on the Wiki programming tool