Internet Marketing Glossary
What does it all mean? If you're referring to internet
marketing, this may be a question after running into various
acronyms or terms that Webster's doesn't define.
If you encounter an unfamiliar internet marketing term
not included in our glossary, please contact us so that we
may keep these listings as current as possible.
All definitions are in the context of internet
A person or company who promotes a product or service for another
website or company, normally not directly under their control.
Generally receives compensation for a sale or action, known as a
A site or company that represents multiple affiliate programs.
For publishers, the benefit of joining an affiliate network is
access to several affiliate programs through one site. For
advertisers, the benefit of joining an affiliate network is
immediate access to a large group of publishers.
Business to business. Can refer to products, services, websites
Business to consumer. Can refer to products, services, websites
A type of website to share thoughts, information and web links
on a daily, weekly or monthly basis. Blog entries normally appear in
chronological order, with the most recent entry displayed first.
Most blog software and blog hosting companies allow entries to be
Cost Per Action. A type of publisher program, CPA programs pay
publishers based on user actions such as completing a form, making a
purchase, or completing a series of actions. An example of a cost
per action program would be a credit card company which pays
publishers for every user they refer who applies for and is approved
to receive a credit card.
Cost Per Click. A type of publisher program, CPC programs
pay publishers based on clicks to text link advertisements or
images. CPC advertising is most common with contextual and search
based ad serving. An example of a cost per click program would be a
candle retailer which pays publishers for every click on a text ad
Cost Per Lead. A type of publisher program, CPL programs pay
publishers based on user actions which normally require less user
participation than CPA programs, but more than CPC or CPM programs.
An example of a cost per lead program would be an auto
insurance company which pays publishers for every user they refer
who submits their email address for a free quote.
Cost Per Thousand (M being the Roman numeral for 1000). A type of
publisher program, CPM programs pay publishers based on passive user
interactions like page views or impressions. An example of a
cost per thousand program would be a movie studio which pays
publishers for every user who views their banner for a new film.
Cost Per Sale. A type of
publisher program, CPS programs pay publishers based on user
sales. An example of a
cost per sale program would be a handbag company which pays
publishers for every user who purchases a handbag.
The practice of artificially increasing the number of clicks on
an advertisement. This can include automated programs designed to
click ads without a human viewing them, or humans clicking ads
repeatedly to increase the cost to Pay Per Click advertisers. Most
large Pay Per Click advertising networks have some sort of review
process to screen for click fraud. Large and small networks will
usually conduct a manual review if suspicions of click fraud are
brought to their attention.
Refers to the amount of emails which are delivered to inboxes,
versus those which are filtered out by email service providers. A
75% deliverability rate would mean only 75% of sent emails appeared
in the recipients' inboxes. It is assumed the other 25% were
filtered out and not delivered, or delivered to bulk mail folders
where they are less likely to be opened.
Content designed to attract links from other sites. Linkbait can
be an article, image or web application.
To add a revenue method to a website. For example, a free
service could monetize users by displaying banner advertising.
Pay Per Click or PPC
Advertisements which are priced according to user clicks. Rather
than paying for passive user interaction such as views or visits,
advertisers are only charged when users express interest by clicking
a text link or image. Publishers or affiliates who promote pay per
click advertisements are only paid when an ad on their site is
clicked on. Popular Pay Per Click advertising networks include
Google AdWords, Yahoo! Search Marketing (formerly Overture) and MSN
AdCenter. There are smaller networks and some affiliate programs
which also offer pay per click pricing. A common concern among pay
per click advertiser is click fraud.
Sometimes used as a synonym for CPA or CPL marketing programs. An
umbrella term for payment structures that require user interaction
beyond viewing or clicking an advertisement. Advertisers only pay
affiliates or publishers who perform by sending visitors who make a
purchase or take a specified action.
A person or company that distributes advertisements on their
website. Sometimes used as a synonym for Affiliate, depending on
compensation structure. People or companies who are paid on actions,
such as clicks, sales or form completions, are usually referred to
as affiliates. Those who are paid on impressions, views or other
numbers which do not require direct user action, are usually
referred to as publishers.
Run of Network
Refers to the placement of links or advertisements. Run of
network links or ads appear on multiple websites and on various
pages instead of one specific website.
Run of Site or ROS
Refers to the placement of links or advertisements. Run of site
links or ads appear on multiple website pages instead of one
specific page or category.
Search Engine Optimization or SEO
The practice of changing or adding content to a website to
enhance the placement in search engine results. The two basic
components of most search engine optimization campaigns are content
modification and development, and link modification and development.
Search engine result pages or search engine ranking pages. The
pages which are displayed after a user searches for a word or term.