Glossary

Principle that states that 80% of a task can be completed with 20% of the effort, time or resources. And conversely, that the remaining 20% of the task will take up the remaining 80% of effort.

The upper half of a newspaper when folded which receives greater attention because of its visibility. In web design and advertising, that portion of a page that is initially visible without scrolling.

The text of a html link (hyperlink) that is visibly displayed, regardless of the link's actual destination. For example, "Click Here" could be the anchor text that points to the destination: https://ultimatenetsolutions.com. For the purposes of SEO, search engines place greater importance on anchor text that incorporates keywords rather than generic or irrelevant text.

The lower half of a newspaper when folded which receives less attention because its visibility is obscured. In web design and advertising, that portion of a page that is not initially visible without scrolling.

A form of computer hacking that is unethical, malicious or unlawful, and usually committed for personal gain without regard for others. Usage in the internet marketing community generally misapplies the term (which otherwise might be called greyhat), to include legal but overtly aggressive marketing tactics including artificial manipulation of search engine results.

In online marketing, a request or directive made by an advertiser to encourage a lead, prospect or customer to take some sort of specific desired action to close or facilitate the sales process. Abbr. CTA

A single web page, usually with little or no navigation, served in response to a search query or advertisement. Although it could contain sales copy, more astute marketers use it to obtain an email address and possibly additional contact information before sending the prospect to an offer. Also called squeeze page or capture page.

A type of internet fraud that occurs in Pay Per Click and Solo Ad marketing that returns fake clicks in return for payment to the dishonest fraudster either directly or indirectly.

The percentage of people who actually click on your ad after seeing it.

Customer Lifetime Value. The monetary value of a customer's past, present and future purchases over the course of your relationship with them.

Customer Lifetime Value. The monetary value of a customer's past, present and future purchases over the course of your relationship with them.

Used in advertising to express cost of a certain number of number of impressions, frequently in multiples of one thousand.

The average cost to obtain a lead (frequently in the form of a subscriber to your email list), as determined by your total advertising campaign costs divided by the number of leads generated by that campaign.

Cost Per Thousand. Generally used in advertising to express a number of impressions in multiples of one thousand.

A targeted advertising method where your ad is only displayed when a potential buyer's current online viewing matches keywords you select in advance, usually by bid. CPV ads generally appear in the form of a pop-up or pop-under, and for which you only incur a cost per view.

Cost Per Impression. Used in advertising to express the cost per a certain number of impressions, often in multiples of one thousand.

Cost Per Lead. The average cost to obtain a lead (frequently in the form of a subscriber to your email list), as determined by your total advertising campaign costs divided by the number of leads generated by that campaign.

Cost Per Thousand. Generally used in advertising to express a number of impressions in multiples of one thousand.

A targeted advertising method where your ad is only displayed when a potential buyer's current online viewing matches keywords you select in advance, usually by bid. CPV ads generally appear in the form of a pop-up or pop-under, and for which you only incur a cost per view.

Cost Per View Retargeting. A hybrid advertising approach combining Cost Per View and Retargeting strategies.

Call to Action. In online marketing, a request or directive made by an advertiser to encourage a lead, prospect or customer to take some sort of specific desired action to close or facilitate the sales process.

Click Through Rate. The percentage of people who actually click on your ad after seeing it.

The monetary value of a customer's past, present and future purchases over the course of your relationship with them.

A form of computer hacking or internet marketing that falls somewhere between ethical whitehat and unethical or illegal blackhat techniques. Greyhat techniques are frequently mislabeled blackhat within the internet marketing space.

The instance of an ad being displayed, regardless of whether or not it is clicked or any action is taken on it. Frequently expressed in multiples of one thousand (1M, 2M, ...xM, etc), especially CPM.

A word, group of words, or a phrase used to conduct a search, generally through an online search engine like Google. Ad campaigns, websites and blog posts can be tailored around anticipated keywords to more highly target advertising, and optimize search results (SEO) for greater exposure and profitability.

A single web page, usually with little or no navigation, served in response to a search query or advertisement. Although it could contain sales copy, more astute marketers use it to obtain an email address and possibly additional contact information before sending the prospect to an offer. Also called squeeze page or capture page.

A method used by search engines to determine the meaning of text by associating it with words (or concepts) not actually appearing in the text. Used in SEO to avoid over use of keywords by strengthening blog posts with related words and concepts.

Customer Lifetime Value. The monetary value of a customer's past, present and future purchases over the course of your relationship with them.

An extended group of words or a phrase that extends a keyword, URL or domain name to make it more profitable.

Latent Semantic Indexing. A method used by search engines to determine the meaning of text by associating it with words (or concepts) not actually appearing in the text. Used in SEO to avoid over use of keywords by strengthening blog posts with related words and concepts.

Customer Lifetime Value. The monetary value of a customer's past, present and future purchases over the course of your relationship with them.

As used in email marketing, the percentage of recipients who are sent an email that actually open it, rather than delete or ignore it.

Someone who subscribes or "opts-in" to your mailing list, as used in email marketing. Also called subscriber.

Principle that states that 80% of a task can be completed with 20% of the effort, time or resources. And conversely, that the remaining 20% of the task will take up the remaining 80% of effort.

A targeted online advertising method where an advertiser is charged only when an ad is actually clicked. PPC campaigns can be either flat-rate or bid-based where advertisers can more highly target campaigns based on various parameters including keywords or URLs similar to Cost Per View advertising. Abbr: PPC

A targeted advertising method where your ad is only displayed when a potential buyer's current online viewing matches keywords you select in advance, usually by bid. CPV ads generally appear in the form of a pop-up or pop-under, and for which you only incur a cost per view.

An additional browser window, usually containing an advertisement, that opens under a user's active window, but which remains hidden until the user tries to exit or closes the active window.

An additional browser window, usually containing an advertisement, that automatically opens or "pops up" over a user's main or current window.

Pay Per Click. A targeted online advertising method where an advertiser is charged only when an ad is actually clicked. PPC campaigns can be either flat-rate or bid-based where advertisers can more highly target campaigns based on various parameters including keywords or URLs similar to Cost Per View advertising.

A targeted advertising method where your ad is only displayed when a potential buyer's current online viewing matches keywords you select in advance, usually by bid. CPV ads generally appear in the form of a pop-up or pop-under, and for which you only incur a cost per view.

An advertising strategy that tracks visitors to your website or landing page by installing computer code, or a cookie, on the user’s computer, that continues to trigger and display your (retargeted) ads to them as they visit other sites online.

The amount of money returned as profit compared with the costs invested to generate that profit.

Return on Investment. The amount of money returned as profit compared with the costs invested to generate that profit.

The process of adjusting web pages to enhance page ranking and visibility in web search engine results pages that increases profitability.

The page(s) generated by search engines, especially Google, in response to a web user's search query.

An encryption protocol that provides secure communication over the internet and reflected with a "s" in the URL prefix, https:// [instead of the unencrypted https://]. Abbr. SSL

Search Engine Optimization. The process of adjusting web pages to enhance page ranking and visibility in web search engine results pages that increases profitability.

Search Engine Results Page. The page(s) generated by search engines, especially Google, in response to a web user's search query.

A form of email marketing where advertising is purchased from a vendor who then sends it to their existing email list by itself, i.e. solo, without competition from other ads. Also an excellent way to build your email list.

A tracking and analysis mechanism used in advertising to compare the performance metrics of different ads in a campaign to determine which one(s) perform better than others.

A form of email marketing where advertising is purchased from a vendor who then sends it to their existing email marketing list along with other ads. Contrast with Solo Ads which are generally more effective because the ad appears instead by itself. Also a good way to build your email list.

A single web page, usually with little or no navigation, served in response to a search query or advertisement. Although it could contain sales copy, more astute marketers use it to obtain an email address and possibly additional contact information before sending the prospect to an offer. Also called squeeze page or capture page.

An encryption protocol that provides secure communication over the internet and reflected with a "s" in the URL prefix, https:// [instead of the unencrypted https://]. Abbr. SSL

As used in advertising, the text copy or graphic format of a specific ad, or a file used to maintain such ads.

A type of membership website where users mutually agree to view each others advertising for a certain length of time (usually several seconds) in exchange for points or credits that may be accumulated to place your own ads.

Commonly referred to as a web address or by its abbreviation, URL. The string of addressing information that is entered or appears in the address or location bar of a web browser, and used to retrieve the page or document at that address.

Uniform Resource Locator, or more commonly, web address. The string of addressing information that is entered or appears in the address or location bar of a web browser, and used to retrieve the page or document at that address.

As used in visual design, the amount of white, or negative, space in relation to visual elements like text of graphics. Good white space balance is important in advertising because it makes pages more inviting and easier to read.

A form of ethical computer hacking designed to expose and repair security flaws. In internet marketing, a marketer whose actions are completely ethical.