Key Terms And Concepts Of Online Advertising

Animated GIF: A GIF (type of image file) which supports animations and allows a separate palette of 256 colours for each frame.

Banner: An online advertisement in the form of a graphic image that appears

on a web page.

Content Network: Content websites that serve PPC adverts from the same provider, such as AdWords.

Conversion: A visitor completing a target action.

Cost Per Action (CPA): Refers to the cost of acquiring a new customer. The advertiser only pays when a desired action is achieved (sometimes called cost per acquisition).

Cost Per Click (CPC): Refers to when an advertiser only pays when their ad is clicked upon, giving them a visitor to their site - typically from a search engine in pay per click search marketing.

Cost Per Mil (CPM): Amount paid for every 1000 views of an advertisement.

Google AdWords: Google’s PPC program, which allows advertisers to display their adverts on relevant search results and across Google’s content network.

Hyper Text Markup Language (HTML): A language read by web browsers. Certain HTML “tags” are used to structure the information and features within a web page. As an example, HTML emails usually contain graphics and can be

interactive.

Internet Protocol (IP) Address: The Internet Protocol (IP) address is an exclusive number which is used to represent every single computer in a network.

Internet service provider (ISP): Internet Service Provider – this is the company that is providing you access to the Internet, for example MWEB or AOL.

Key Performance Indicator (KPI): A metric that indicates whether a website is achieving its goals.

Pay per click (PPC): PPC is advertising on search engines where the advertiser pays only.

Popup: Unrequested window that opens on top of the currently viewed

window.

Tracking: Measuring the effectiveness of a campaign by collecting and

evaluating statistics.

Tracking code: A piece of code that tracks a user’s interaction and movement

through a website.

Traditional media: Newspapers, magazines, television and publishing houses are the realm of traditional media.

Unique selling point (USP): Unique selling point (or proposition) - what makes your offering different to your competitors’.

Viral video: This is a video that becomes immensely popular, leading to its

spread through word-of-mouth on the Internet via email, social