52 Online Marketing Terms Every Marketer Should Know

01 | Ad Blocking

03 | Banner Ad

06 | Button Ad

07 | Caching 08 | Click-Through

12 | Cookie

13 |

15 |

14 |

16 | CPM

17 | 18 | eCPM

19 | Frequency Cap

21 | House Ad

23 | Hybrid Model

25 | Interstitial

27 |

29 | Page View

31 |

30 |

28 |

26 | Keyword

32 |

33 | Pop-up ad 34 | Pop-under ad

35 | Rate Card 36 | Rectangle Ad

37 | Rep Firm 38 | Rich Media

43 | Skyscraper Ad 44 | Sponsorship

48 | Trick Banner

49 | Underdelivery 50 | Unique Visitors

51 | Vertical Banner52 | Web Site Traffic

45 | Stickiness

47 | Text ad

46 |

42 |

The blocking of Web advertisements,typically the image in graphical

Web advertisements.

A graphical web advertising unit,typically measuring 468 pixels wideand 60 pixels tall (i.e. 468×60).

Online advertising not involvingstandard GIF and JPEG banner ads.

The storage of Web files for laterre-use at a point more quicklyaccessed by the end user.

The process of clicking throughan online advertisement to theadvertiser’s destination.

The average number of click-throughsper hundred ad impressions,expressed as a percentage.

The percentage of visitors who takea desired action.

Information stored on a user’s computerby a Web site so preferences areremembered on future requests.

Online advertising payment model inwhich payment is based solelyon qualifying actions such as sales

or registrations.

The cost or cost-equivalent paid perclick-through.

Online advertising payment model inwhich payment is based on the

number of qualifying leads generated.

Cost per thousand impressions.

The cost associated with acquiring anew customer.

Restriction on the amount of times aspecific visitor is shown a particular

advertisement.

Self-promotional ad a company runs onits media outlets to put unsold

inventory to use.

A banner ad using HTML elements, oftenincluding interactive forms, insteadof (or in addition to) standard

graphical elements.

A combination of two or more onlinemarketing payment models.

A single instance of an onlineadvertisement being displayed.

An advertisement that loads betweentwo content pages.

The search for keywords related to yourWeb site, and the analysis of

which ones yield the highest returnon investment (ROI).

Request to load a single HTML page. Online advertising payment model inwhich payment is based solelyon qualifying click-throughs.

Online advertising payment model inwhich payment is based solely

on qualifying leads.

Online advertising payment model inwhich payment is based solely on

qualifying sales.

An ad that displays in a newbrowser window.

An ad that displays in a new browserwindow behind the current

browser window.

Document detailing prices for variousad placement options.

Any one of the large, rectangular bannersizes suggested by the IAB.

Ad sales partner specializing primarilyin single-site sales.

New media that offers an enhancedexperience relative to older,mainstream formats.

Ad buying option in which ad placementsmay appear on any pages onsites within an ad network.

Ad buying option in which ad placementsmay appear on any pages on sites

within an ad network.

The use of a site visitor’s search historyas a basis for the ads that the

visitor will see.

Advertising that can be purchasedwithout the assistance of asales representative.

An online ad significantly taller thanthe 120×240 vertical banner.

Advertising that seeks to establish a deeper association and integration between anadvertiser and a publisher, often involvingcoordinated beyond-the-banner placements.

The amount of time spent at a site overa given time period.

Advertising sequence in which a visitorreceives ads from one advertiserthroughout an entire site visit.

Advertisement using text-basedhyperlinks.

A banner ad that attempts to trickpeople into clicking, often by

imitating an operating system message.

Aelivery of less impressions, visitors, orconversions than contracted for a

specified period of time.

Individuals who have visited a Web site(or network) at least once in a fixedtime frame, typically a 30 day period.

A banner ad measuring 120 pixels wideand 240 pixels tall.

The amount of visitors and visits a Website receives.

Source: http://bit.ly/OnlineMarketingTerms

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Putting your message in front of peoplewho are searching using particularkeywords and keyphrases.

A word used in a performing a search.

Request of a file from a Web server.

Effective cost per thousand impressions(technically, “effective cost per mille”).

A method of serving advertisementsbased on the content (i.e., overallcontext or theme) of a web page.

A graphical advertising unit, smallerthan a banner ad.

The tendency of web visitors toignore banner ads, even when

the banner ads contain informationvisitors are actively looking for.

A network representing many Web sites inselling advertising, allowing advertisingbuyers to reach broad audiences

relatively easily through run-of-categoryand run-of-network buys.

40 |

41 |

39 |

24 | Impression

22 | HTML Banner

20 | Hit

11 |

10 | 9 |

05 |

04 |

02 | AdvertisingNetwork

BannerBlindness

Beyond the Banner

Click-ThroughRate (CTR)

ConversionRate

ContextualAdvertising

Cost Per Action (CPA)

Cost Per Click (CPC)

Cost Per Lead(CPL)

CustomerAcquisition Cost

KeywordResearch

Pay PerClick (PPC)

Pay PerLead (PPL)

Pay PerSale (PPS)

Run ofNetwork (RON)

Run of Site (ROS)

Self ServeAdvertising

SurroundSession

SearchRetargeting

KeywordMarketing