Defining Web Marketing Terms
Part of the Web Marketing For Dummies Cheat Sheet
It helps to know the jargon when you venture into new territory, like web marketing. To make the most of your online marketing strategies, make yourself familiar with the terms in this list:
above the fold: Content and/or ads that appear on a page before a viewer needs to scroll.
B2B (business to business): Companies and sites that market to other businesses.
B2C (business to consumer): Companies and sites that market to individual customers.
banner ad: A graphic ad that links to the advertiser’s site.
call to action: A marketing technique that asks prospects to take a specific action to move toward a sale.
cookie: Identifying code downloaded to a user’s machine to recognize repeat visitors or track online activity.
conversion rate: The percent of site visitors who take a particular action or make a purchase, often called converting browsers to buyers.
CPC (cost per click): Amount actually paid for a click-through to a site from an ad.
CPM (cost per thousand): The advertising cost to reach 1,000 viewers or listeners; allows comparison among various advertising methods.
CTR (click-through rate): The percent of people viewing an ad who click on it.
PPC (pay per click): Payment method for online ads in which advertisers pay for each click-through, rather than by number of impressions or flat rate (see CPM).
ROI (return on investment): The amount of money earned (or lost) as a percent of the amount invested, usually stated for a period of a year; can compute for a website, an ad campaign, or an entire business.
SEO (search engine optimization): The process of making a website search-engine-friendly to improve ranking in search results.
SEM (search engine marketing): The combination of SEO with paid search marketing through PPC, paid inclusion, or paid appearance.
social media: Two-way communication channels online for networking, sharing news and views, contributing content, and soliciting comments from customers and prospects.
URL (uniform resource locator): Address designating the location of information on the web; includes a registered domain name.
widget: Small application tool placed on a website to add value.