Dictionary
Important Internet Advertising and Direct Marketing Terms
CPM (Cost Per 1,000 Impressions)
Advertiser pays for every 1,000 ads viewed. This includes banners and other size graphics. Additionally, this is how many emails and newsletters are sold(per 1,000 people the email is sent to).
CPC (Cost Per Click)
Advertiser pays each time a visitor clicks on an ad. Clicks can be generated through banners, other graphics, text links, popups, etc.
CPA - (Cost Per Action)
Advertiser pays each time a visitor clicks on an ad, and takes some sort of action, whether it is a lead or a sale.
CPL (Cost Per Lead)
Advertiser pays each time a visitor clicks on an ad, and fills out a signup form for something "free", whether it is fee information, a free trial offer, free download, etc. The purpose of this is to introduce users to the advertiser's product or service, provide information, dialogue, and ultimately "upsell" the user to become a paying customer.
CTR (Click-Through Rate)
The percentage of people who click on an ad for every 1,000 views.
CTA (Click-to-Action Rate)
The percentage of people who take action after clicking on an ad.
Creatives
The promotional tools advertisers use to draw in users. Encompasses banners, text links, towers, buttons, badges, email copy, popups, etc. Creatives are essential for generating user interest and response.
Strategic Text Links
Text links which are placed within relevant content of a website. CTR rates on text links can be many times higher than run-of-network banners.
Unique Visitors
The number of unique individuals who visit a site during a given period of time.
Email Drop
Running a solo advertisement to an email list.
Targeted Advertising
Working to place advertising campaigns on sites and content that match the demographic appeal of the ad.
Run-Of-Network
An offer which is available for all sites within the ad network to run.
Call To Action
Used in ad copy to generate user response. Examples include phrases such as "Click HERE!", "Act NOW!", "Join Today!", etc. Good calls to action can help boost CTR rates, and increase the success of the campaign.
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