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Digital Dictionary

in Digital Dictionary

Last updated 7 years ago

Banner Ad: a type of display advertising that embeds a visual image (either static or animated) onto a webpage. Banner ads function much like traditional advertisements by creating brand awareness and notifying consumers of a product or service and also providing reasons why the consumer should choose that product or service. They are a great addition to an online marketing strategy to increase awareness for your business much like you would use billboards, newspaper or magazine advertisements or billboards. Banner ads keep your brand at the forefront of the consumers mind so when they are in need of your type of product or service they remember to choose you over the competition. Banner ads are also known as display advertising.

Blog: short for "web log" which is a text-based journal where an individual or group can quickly publish and pos and thoughts. Blogs are composed of individual posts and are displayed in reverse chronological order so that the newest blog post is always displayed at the top. Blogs are now an essential part of your online marketing strategy and can be used to build your authority, promote products and services, educate consumers, interact with your customers, provide more exposure to your brand, engage with potential customers, create fresh content for search engines to index, and build your customer loyalty.

Bounce Rate: the percentage of visits to a website where the visitor enters and exits on the same website page without visiting any other pages on the site.

Call-to-Action: the text on a website or advertisement that urges the consumer to perform a specific action. Call-to-Action's are the next step that you want the consumer to take. Popular calls to action are: order now, buy now, download your free trial, sign up, get a quote, learn more, read our brochure, request more information, join us today, call now and start now.

Click-Thru Rate (CTR): the percentage of people who view an item who then click on it; CTR is calculated by dividing the number of clicks by the number of impressions. CTR plays an integral role in determining page position for pay-per click advertising.

Conversion: occurs when a customer converts from clicking an ad or viewing a web page to performing the desired action such as making a purchase. In most cases, a conversion event will be a phone call, email or purchase of an item from the website.

Conversion Rate: the number of conversions divided by the number of clicks or pageviews. Successful conversion rates are determined per advertiser. To increase your conversion rates, make the conversion goal (calling to schedule an appointment) clearly stated, increase website usability, and show credibility signs like a Better Business Bureau logo on your website.

Cookie: a small text file installed on a user's computer that is generally used to track web browsing behavior, store user information or remarket to a consumer. ReachLocal uses "cookies" in order to remarket to consumers who have visited your site in our Remarketing and Display Awareness campaigns.

Cost Per Click: also known as CPC, cost per click is a form of online advertising where the advertiser only pays when the ad is clicked. CPC is also the amount paid by an advertiser for each click on a pay per click ad. Cost per click is determined either by flate rate PPC or bid based PPC (bid based is the type of CPC utilized by Google AdWords and ReachSearch).

Cost Per Conversion: the average cost of each ad conversion (ie. how much it costs to receive 1 phone call from a PPC campaign).

Cost Per Lead: a form of Internet advertising where the advertiser pays a set amount per lead generated from a click on an ad. Also, can determine how much an advertiser pays, on average, to acquire a lead.

Cost Per Thousand Advertising (CPM): used by both traditional advertising and Internet advertising mediums, in this model the cost of the ad is determined by the number of impressions (the number of people viewing the ad). In traditional advertising this model was utilized primarily in print publications. For Internet advertising, this model is primarily used with Display Advertising.

Facebook: the leading social media / social networking website. Currently, Facebook received 1/4 of the total website page views. Adding Facebook to your digital marketing strategy is important because this social media giant enables you to connect to existing and potential consumers, build loyalty, nurture these connections, engage with customers and grow your business through these connections.

Facebook Fan: someone who "likes" a company's or products page.

Fan Page: on Facebook, a page for a company, product, organization, celebrity or band.

Follower: on Twitter, someone who subscribes to your Tweets.

Frequency: measures how often visitors come to a website. This is calculated by dividing the total number of sessions or visits by the total number of unique visits.

Hashtag: on Twitter, a hashtag is used to assign topics to a given post. Ex. #superbowl #reachlocal

Impression: a single display of an advertisement on a web page.

Inbound Link: a link to a given web page from another website. These help boost your organic search engine results, especially if they come from websites that are relevant to your business. With Google's new Local Search Algorithm your Facebook fans and Twitter followers mentions also count as inbound links for your business.

Keyword: a word or phrase entered as a part of a search query. Keywords are also used when running a pay-per-click advertising campaign. Keyword examples are veterinarian Olrando, Internet Advertising Consultant Orlando, or Ford Truck.

Keyword Research: determining which keywords to use on a website or in PPC advertising.

Landing Page: the landing page on your website is the page that visitor lands on when coming from another site or advertisement such as a display banner ad or pay-per-click text ad. Landing pages are typically created specifically to connect with specific referring links such as from your PPC text ads.

Like: on Facebook, how someone becomes a fan of your page by clicking on the Like button.

Local Search: internet search for a local business, event or attraction.

Microblog: an Internet service, such as Twitter, that enables the broadcasting of short text messages to other interested users.

Mobile Marketing: marketing activities that are performed on or with a mobile device such as a mobile phone or smart phone.

Mobile Website: a website that is optimized for viewing on smart phones or other mobile devices.

Online or Internet Advertising: any type of advertising, such as pay per click or display banners, that is placed on web pages or other Internet-related media.

Open Rate: the percentage of messages that were opened by recipients in email marketing.

Opt-In: advertisements or other promotions that are delivered only to consumers who have proactively agreed to receive such communications. Ex. subscribing to an online newsletter by entering in your name and email information and clicking "submit."

Organic Search Results: listings that appear within a search engine after searching for a keyword or phrase. These are in contrast to paid results from pay per click advertising. These generally appear in the middle of the search engine results page.

PageRank: Google's method of determining a web page's importance by counting the number of other pages that link to that page. The more relevant pages that link to that page, the higher it will appear in the search results.

Pay-Per-Click Advertising:  a form of Internet advertising where the advertiser only pays when the ad is clicked by a consumer. Most pay-per-click advertising is in the form of text ads. Pay-per-click (PPC) advertising, such as Google AdWords, are solutions and answers to questions that people are expressly looking for.

Pop-up Ads: Internet advertisements that appear in new windows when a page is visited or a link is clicked.

Product Placement: the appearance of an ad for a product or service in a natural context but not via traditional advertising. Such as advertising for a fast food restaurant within the dialogue of a television show.

Promoted Tweets: ordinary Tweets that that advertisers pay to highlight to a wider group of users.

Return on Investment: a way to measure the effectiveness of advertising. Return on investment (ROI) is calculated by dividing the return of a project or advertisement by the project or advertisements cost.

Search Engine Marketing: also known as SEM, is a form of Internet advertising that drives visitors to a website from that site's listing in search engine results. SEM utilizes various marketing methods to promote a website which include the use of search engine optimization, paid placement, contextual advertising, and paid inclusion.

Search Engine Optimization: also known as SEO, focuses on optimizing a website so that it ranks higher within the organic search engine results. SEO is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM)

Search Engine Page Rank: how high a page appears in the search results for a relevant keyword.

Sitemap: a map of a website used to submit pages to a search engine.

Skyscraper Ad: a tall, vertical display ad format that typically runs down the side of a page.

Social Bookmarking Service: a web-based way to bookmark your favorite websites. Social bookmarketing sites like Delicious and Digg enable you to save and share your favorite web pages with friends.

Social Media Advertising: Internet advertising running on and targeted at users of social media sites.

Social Nework: a website such as Facebook, Myspace or Twitter that allows users to connect with each other and share what they're doing or thinking.

Social Sharing: the sharing of photos, videos and other media on the Internet.

Spider: an automated software program that crawls the Internet to construct an index of websites and web pages for a search engine.

Status Update: on a social network like Facebook or Twitter, a status update is  short message posted to a user's friends or fans.

Tweet: the short (140 character maximum) messages sent via Twitter.

Twitter: the Internet's largest microblogging site. A February 2009 blog entry ranked Twitter as the third most used social network based on their count of 6 million unique monthly visitors and 55 million monthly visits.

Unique Visitor: someone who visits a website one or more times within a given time period, typically a single 24-hour period. Even though a visitor may visit the website multiple times during the given time frame, they will only count as a single unique visitor.

Viral: an item that becomes hugely popular with hundreds of thousands or even millions of views via Internet-based sharing.

Visit: a series of page views from the same visitor with no more than 30 minutes between each page view.

Visitor: a uniquely identified client that views that pages of a website. Also defined as someone who visits your website.

Web Analytics: tools and services that track website usage.

Web Marketing: the act of presenting something to someone else online. Also know as digital marketing, online marketing or Internet marketing.

YouTube: the Internet's largest video sharing community. Users can upload, share, and view videos.


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