12.2: Key terms and concepts
- Page ID
- 24929
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Term | Definition |
Ad server | The technology that places ads on websites. |
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, including mobile sites. |
Clickthrough rate (CTR) | Clickthrough rate = Clicks / impressions, shown as a % conversion. A visitor completing a target action. |
Cost per acquisition (CPA) | Refers to the cost of acquiring a new customer. The advertiser pays only when a desired action is achieved (sometimes called cost per lead). |
Cost per click (CPC) | Refers to when an advertiser pays only when their ad is clicked on, giving them a visitor to their site typically from a search engine in pay-per-click search marketing or programmatic CPC buying engines. |
Cost per mille/ thousand (CPM) | Amount paid for every 1 000 impressions served of an advertisement. |
Display network | Content websites that serve pay-per-click adverts from the same provider, such as AdWords. |
Google AdWords | Google’s PPC program, which allows advertisers to display their adverts on relevant search results and across Google’s content network. |
HyperText 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 provides you with access to the Internet, for example, MWEB, Verizon or AT&T |
Key performance indicator (KPI) | A metric that shows whether an objective is being achieved. |
Paid search advertising | Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click of the advert. |
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 | Media that is not digitally based or bought through digital metrics, these include TV, print, radio, magazine, activation and out f home (billboards). Digital billboards and activations using digital hologram technology, along with radio ads that integrate mobile technology, are blurring the lines between media. |
Unique selling point (USP) | Unique selling point (or proposition) is what makes your offering different to your competitors’. |
Web analytics | A software tool that collects data on website users, based on metrics to measure its performance. |
Web browser | This is what allows you to browse the World Wide Web. Examples of browsers include Microsoft Edge, Chrome, OperaMini, and Firefox. |