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Banner Ad -
An ad graphic hyperlinked to the URL of the advertiser.
These are usually anim images, though we are seeing an
increasing number of MacroMedia Flash banated GIFners.
The full banner size is 468 x 60 pixels, and most sites
limit the file size of the graphic to 12K to 16K. The
Internet Advertising Bureau (IAB) specifies eight different
"standard" banner sizes. |
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Banner Views
- Refers to the number of times
a banner has been viewed. Almost the same as "page
views," but some banner server programs don't count
the banner view unless the visitor stays on the page long
enough for the banner to be fully downloaded from the
banner server. |
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CPC (Cost Per Click)
- Advertiser pays each
time a visitor clicks on an ad. Clicks can be generated
through banners, other graphics, text links, popups, etc. |
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CPL (Cost Per Lead)
- Advertiser pays each time
a visitor clicks on an ad, and fills out a signup form
for something "free", whether it is fee information,
a free trial offer, free download, etc. The purpose of
this is to introduce users to the advertiser's product
or service, provide information, dialogue, and ultimately
"upsell" the user to become a paying customer. |
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CPM (Cost Per 1,000
Impressions) - Advertiser
pays for every 1,000 ads viewed. This includes banners
and other size graphics. Additionally, this is how many
emails and newsletters are sold (per 1,000 people the
email is sent to). |
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CTA (Click-to-Action
Rate) - The percentage
of people who take action after clicking on an ad.etric
from the print days of advertising, meaning "Cost
Per Thousand," using the Roman numeral "M"
to stand for one thousand. A price of $15 CPM means, $15
for every thousand times a banner is displayed. |
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CTR (Click-Through
Rate) - The percentage
of people who click on an ad for every 1,000 views. |
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Call To Action
- Used in ad copy to generate
user response. Examples include phrases such as "Click
HERE!", "Act NOW!", "Join Today!",
etc. Good calls to action can help boost CTR rates, and
increase the success of the campaign. |
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Click -
When a visitor clicks her mouse on a banner ad, she is
transferred to the advertiser's site. The number of responses
to a banner ad is sometimes refereed to as the number
of "clicks." |
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Click Throughs
- Same as "click,"
commonly used to count the number of visitors who click
on the banner and are transferred to the advertiser's
site. |
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Conversion Rate
- The percentage of shoppers
in an online store who actually make a purchase. This
is typically 1% to 5% in online stores, but can be lower
or higher. |
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Cookies -
Small files written to your computer when you view a banner
ad, visit a website, or put a product in a shopping cart.
This helps the banner server to keep from showing you
the same ad, or perhaps show you ads you might be more
interested in seeing. Cookies are controversial, but are
here to stay; too much of the Web is run by cookies to
get rid of them. Cookies also allow an advertiser to track
which banner ad a visitor saw that brought him to the
advertiser's site, and which banner ads resulted in actual
sales. |
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Creative -
The promotional tools advertisers use to draw in users.
Encompasses banners, text links, towers, buttons, badges,
email copy, popups, etc. Creatives are essential for generating
user interest and response. |
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Email Drop
- Running a solo advertisement
to an email list. |
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Hits -
A term meaning the number of times a webserver has been
"hit" by a request for a webpage or a graphic
image. Since perhaps 5 out 6 "hits" are for
graphic images, the number of "hits" can be
grossly misleading. Usually people mean by "hits"
the number of times a webpage has been seen, but to be
precise, the better term is "page views" or
"page impressions." |
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Page Impressions or
Page Views - Refers
to the number of times a webpage has been requested by
the server. |
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Run-Of-Network
- An offer which is available
for all sites within the ad network to run. |
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Run of Site (ROS)
- Refers to displaying a banner
ad throughout a website or a banner network with no targeting
by keyword or site category. Run of site advertising costs
substantially less than more targeted advertising. |
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Strategic Text Links
- Text links which are placed
within relevant content of a website. CTR rates on text
links can be many times higher than run-of-network banners. |
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Targeted Advertising
- Working to place advertising
campaigns on sites and content that match the demographic
appeal of the ad. |
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Unique Visitors
- The number of unique individuals
who visit a site during a given period of time. |
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