Internet Marketing Glossary Behavioral Targeting - Using an individual's Cost-per-Lead (CPL) - The cost an advertis- web-browsing behavior, such as pages visited er pays per qualified lead, like those from vol- or searches made, to select which ads to dis- ume-buyers or industry professionals. play to that individual. Qualified leads are self-selected & targeted. Bounce Rate - The percentage of entrances Cost-per-Thousand (CPM) - The cost, per on a web page that result in an immediate one thousand delivered, of buying advertising exit from the website. They come, they see, space in a given media vehicle. This term is they flee. The lower the bounce rate, the bet- heavily used in print, broadcasting & direct ter. Bounces are seldom seen below 20%. marketing, as well as with online. Cost per thousand is calculated by dividing the total ad Branding - The process of using marketing cost by the number of thousands of media images to get people to easily remember your units delivered. The "M" in CPM is Latin for products & services over competitors; by thousand. 2005 over 50% of internet ad spending. Crawler / Spider / Robot - Component of Clickstream - Record of a user's activity on search engine that indexes websites automat- the internet, including the websites & pages ically. A search engine's crawler (also called a that the user visits, how long the user was on spider or robot), copies web page source a page or site and in what order they were code into its index database and follows links visited. Upstream is pages clicked "from", to other web pages. while Downstream is pages clicked "to". Direct Traffic - Visitors who come to a web- Click-through - The process of clicking on site without first visiting a search engine, an online advertisement to the advertiser's another site or a marketing tactic. website destination. Dynamic IP - A temporary IP address Click-through Rate (CTR) - Average number assigned by a Dynamic Host Configuration of click-throughs per hundred ad impressions, Protocol (DHCP) computer from a pool of IP expressed as a percentage. Average site addresses. click-through rate is under 1%. Contextual Targeting - Determining which Engagement - Measurement of the extent to ads to display to an individual based on the which a consumer has a meaningful brand content of the website they are viewing. experience when exposed to advertising. The Advertising Research Foundation defines: Conversion - An action that signifies a com- Engagement + Trust x Targeted Contacts = pletion of a specified activity. For many sites, Brand Impact. a user converts if they buy a product, sign up for a newsletter or download a file. Geo-Targeting - A sponsored search cam- paign feature that allows advertisers to Conversion Rate - The relationship between restrict ad distribution to users with an IP visitors to a website and actions considered to address registered at an ISP with addresses be a "conversion" – expressed as a percentage. assigned to a designated market area. Cost-per-Inquiry (CPI) - The cost paid per inquiry received for traditional media advertis- ing, which then requires fulfillment via mailed TRIPinfo.com info your trip starts here or faxed information. Hit - Meaningless due to misuse. A hit is a Search Engine Marketing (SEM) - The act request for a file from a web server; a single of marketing a website via search engines, page view may require 100 or more hits. The whether this be improving rank in organic list- number of hits is often cited as a measure of ings (search engine optimization), purchasing popularity, but this number is misleading and paid listings (PPC management) or a combi- dramatically over-estimates popularity. A hit is nation of these and other search engine-relat- neither a page viewed nor a visit. ed activities (i.e. affiliate programs, shopping feeds or link development). Impression - The display of an online advertise- ment to a website visitor. An online impression is Search Engine Optimization (SEO) - comparable to a reader actually viewing a print ad. Choosing targeted keyword phrases properly related to a site, and ensuring the site places Integrated Marketing Unit (IMU) - Standard well when those phrases are searched online. ad sizes created by the Interactive Advertising Bureau (IAB). Among the most Social Media - An umbrella term that defines common are Square Buttons, Vertical the various activities that integrate technolo- Banners & Wide Skyscrapers. gy, social interaction and the construction of words & pictures (Facebook, Myspace, IP Address - An internet protocol location Twitter, etc). that is a unique numeric address that elec- tronic devices use to identify and communi- Static IP - A number, in the form of a dotted cate with each other on a computer network. quad, assigned to a computer by an Internet These IP numbers are also used to collect service provider (ISP) to be its permanent data for geographic locations. address on the Internet. Multi-media Marketing - A campaign that Unique Visitor - A person viewing your site, incorporates more than one medium (email, tracked over long periods of time, counted internet, print, radio, television, viral, etc) also once. Search engine spiders indexing pages known as “Integrated Marketing” or “Multi- should not be counted as visitors. platform Marketing”. User-generated Content (UGC) - Various Page View - The display of a complete web kinds of media, publicly available, produced page, including all graphics & text. by those who actually use a product (like product reviews or feedback). Portal - A website featuring an array of links & services, like a travel reference information Viral Marketing - Any marketing technique portal to thousands of links + air, rail, gas that induces websites or users to pass on a prices, hotels, maps and weather info. marketing message to other sites or users, creating a potentially exponential growth in Rich Media - A term for advances in online the message’s visibility & effect. creative that take advantage of enhanced features like animation, audio & video. Rich Visit - A visit begins when a visitor enters a media takes many different digital file forms. site and ends with an exit click or a period of inactivity. The next event (click) will be a new Really Simple Syndication / Rich Site visit. Summary (RSS) - A format for delivering regularly changing web content, used by Web Analytics - The objective tracking, col- news sites and weblogs, which provides lection, measurement, reporting and analysis summaries of information with links to the of Internet data. Proper web analytics complete content. removes spider traffic and duplicate clicks. TRIPinfo.com info your trip starts here Sources: Google; iWEBTOOL, TechTarget, WAA (Web Analytics Association); Webtrends, Inc.; Wikipedia.