ad
|
A marketing communications
message conveyed to the consumer.
|
ad
click
|
A click on an ad impression
served in the period being measured.
|
ad
impression arrival
|
A user arriving at a site
who has been exposed to an ad served on behalf of that site.
|
ad
impression
|
An instance of a consumer
being exposed to an online ad.
|
ad
network
|
A system that aggregates ad
inventory from publishers and operators to efficiently match the inventory
with advertiser demand. Examples include Google Search Network (which
includes Google Search and other search sites) and Google Display Network
(which includes a collection of websites termed display partners that have
partnered with Google, as well as YouTube and specific Google properties that
display Google AdWords ads). Ads can appear beside or above search results
for keywords that an advertiser chooses. See also network.
|
ad
space
|
The area within a mobile app
or mobile website dedicated to displaying ads.
|
ad
unique user
|
A unique device (e.g., a
computer, PDA, or mobile phone) that has made a request for an ad impression
served in the period being measured.
|
ad
unit
|
An advertising vehicle
(e.g., a mobile banner) that includes creative assets inside a mobile ad
space.
|
advertiser
|
An organization that wants
to get its message to the right audience, efficiently and effectively.
|
alt
text
|
A description of a graphic
in a website.
|
analytics
|
The technology and
measurement systems used to understand what is working in a digital marketing
campaign and what is not based on data collected during the campaign.
|
analytics
tool
|
A software and web application
that can help indicate whether activity being undertaken by a business is
having an impact on its goals. See also insights tool.
|
app
monetization
|
Making money from a mobile
app through advertising, app download promotion, or other methods.
|
app
|
An abbreviation for
application. An app is typically a small, specialized program that is
downloaded onto a mobile device. Apps can be downloaded from an app store,
which is a centralized repository of mobile applications. App stores include
Apple’s App Store, Android Marketplace, Blackberry World, and Google’s Play
Store.
|
average
position
|
The position at which an ad
appears on a search results page (the page that a search engine returns with
results relevant to search terms entered by a user).
|
average
visit duration
|
The average duration of a
session.
|
banner
ad
|
A mobile ad unit that
employs simple creative assets and hyperlinks.
|
blog
|
A website with regular
entries of commentary, descriptions of events, and other embedded multimedia
content such as graphics, videos, and presentations.
|
bounce
rate
|
The percentage of
single-page visits (i.e., visits in which a user left a site from the entry
page).
|
campaign
and ad groups
|
Advertising on social media
platforms is generally organized into campaigns and ad groups. A business
will typically start with one campaign, which has its own budget and
targeting preferences, and then add more campaigns as it expands its
advertising.
|
canvas
application
|
An application that is not
loaded up in the context of, or visually connected with, a Facebook business
page. Instead, the application is consumed elsewhere on Facebook (e.g., in an
app directory).
|
channel
|
For the purposes of this
book, a channel (or platform) is a term used to describe an individual social
network. For example, Facebook is a platform or channel on which businesses
can connect with fans via a business page. See also platform.
|
click
|
To select something by
clicking on it. For example, a customer may see a business’s ad and click on
it to learn more or to do business with that company.
|
CTR
|
An abbreviation for
click-through rate. CTR is the number of clicks a business’s ad receives
divided by the number of times its ad is shown (impressions).
|
click-to-call
|
A service within an ad that
enables a mobile user to initiate a mobile phone call by clicking within a
mobile ad.
|
completed
download
|
A file (typically audio or
video) transfer, especially from the Internet to a user’s device, in which
the percentage of the file transferred is greater than 95 percent. The user downloads the file for use offline.
|
conversion
|
Activities carried out by a
user that fulfills the intended purpose of the webpage; for example,
downloads, filling in forms, purchases, contacts, and newsletter
subscriptions.
|
conversion
tracking
|
A form of tracking that
gives advertisers insight into how consumers are interacting with their
brands throughout the marketing funnel. Advertisers do this by defining
traceable events on mobile websites or within apps to assess consumer
engagement or the impact of direct-response campaigns.
|
cookie
|
A text file placed on a web
user’s hard drive by a website to remember data about the website’s user.
|
CPC
|
An abbreviation for cost per
click. Under a CPC pricing arrangement, advertisers pay only when a user
clicks on their ads.
|
CPM
|
An abbreviation for cost per
mille or cost per thousand. Under a CPM pricing arrangement, advertisers pay
for every 1,000 impressions of their ads.
|
CPA
mobile campaign
|
A cost-per-acquisition
campaign. A CPA mobile campaign involves an advertising model under which the
advertiser pays for each specified action linked to the advertisement; in a
CPA campaign, the specified action is typically registration for an online
application.
|
CPD
mobile campaign
|
A cost-per-download
campaign. A CPD mobile campaign involves an advertising model under which the
advertiser pays for each specified action linked to the advertisement; in a
CPD campaign, the specified action is typically the downloading of an
application or other file.
|
digital
display advertising
|
A form of digital marketing
that uses display ads appearing on webpages as a means of communicating
relevant commercial messages to a specific audience based on the profile of
its members.
|
direct
marketing
|
A channel-agnostic form of
advertising that allows businesses and nonprofit organizations to communicate
directly with customers via advertising techniques such as mobile messaging,
email, interactive consumer websites, online display ads, fliers, catalog distribution,
promotional letters, and outdoor advertising.
|
email
marketing
|
A form of permission-based
direct marketing, which uses electronic mail as a means of communicating
relevant commercial messages to a specific audience based on the profile of
its members.
|
entry
page
|
The first page viewed by a
website visitor.
|
exit
page
|
The last page viewed by a
website visitor.
|
filter
|
A rule that limits or shapes
the results that are returned from an analytics database when an information
query is submitted to it.
|
Flash
impressions
|
The total number of requests
made for pages that include Flash-based content by users of that site in the
period being measured.
|
followers
|
Nonmutual connections to
which data and updates are ascribed.
|
forum
|
A website that allows the
exchange of ideas and other information among users; usually it is monitored
by a moderator.
|
friends
|
Users social networks who
are mutually connected and who typically exchange data and updates.
|
funnels
|
The pathway visitors follow
on a website towards a conversion point.
|
geofencing
|
A technology that allows an
advertiser to select a geographic point using latitude and longitude
information and thereby create a virtual fence around a given radius of that
point. For example, an advertiser could select a geographic point
representing the location of a bank branch in order to deliver a specific ad
to anyone who comes within a 200-meter radius. Ads delivered through
geofencing typically yield higher conversions and better ROI for advertisers.
|
geographical
IP analysis
|
A way of establishing the
percentage of users by country for a given metric, such as unique users.
|
hashtag
|
A clickable keyword that
sums up the content of a tweet or status update. A hashtag is a dominant
feature of both Twitter and Instagram.
|
HTML
|
An abbreviation for
hypertext markup language, which is the set of commands used by web browsers
to interpret and display page content to users.
|
HTML5
|
An emerging standard markup
language for presenting and structuring information on the web, including the
mobile web. Most modern mobile and desktop browsers support
HTML5.
|
impression
|
An ad being displayed on its
associated platform.
|
in-app
ad
|
An ad that appears in a
mobile app. Formats include standard banners, video, and rich-media ads.
|
inbound
link
|
Inbound links from related
pages are the source of trust and page rank. Also called in-link
and incoming link.
|
indexed
page
|
A page on a site that has
been indexed.
|
insights
tool
|
A software and web
application that can help indicate whether activity being undertaken by a
business is having an impact on its goals. See also analytics
tool.
|
instant
message
|
A message sent between two
connections in real time through a social media network or email platform. Facebook, Google +, Skype, and WhatsApp all support instant messaging.
|
interstitial
ad
|
A mobile ad unit that
appears between two views on a mobile website or mobile app. The word
interstitial derives from interstice, which means a small space between
things, especially when part of a series of uniform spaces and parts (think
of a picket fence, which has interstitial spaces between slats).
|
inventory
|
Available advertising space
on all mobile channels, including video, in-app, SMS, audio, and mobile web.
|
keyword
|
A search term or phrase. The
keywords that advertisers choose are those that cause an ad to appear when
entered by users. See also key phrase.
|
keyword
density
|
The percentage of words on a
webpage that are keywords.
|
keyword
research
|
The process an advertiser
uses to determine which keywords are appropriate for targeting.
|
keyword
spam
|
Inappropriately high keyword
density. Also called keyword stuffing.
|
key
phrase
|
A search phrase. The
keywords that advertisers choose are those that cause an ad to appear when
entered by users. See also keyword.
|
landing
page
|
The page that users land on
when they click on a link in a search engine result page.
|
link
building
|
The process of actively
cultivating incoming links to a site.
|
link
popularity
|
A measure of the popularity
of a site based upon the number and quality of sites that link to it.
|
listening
|
The act of monitoring
keywords, topics, individuals, and groups for the purpose of either
engagement or research.
|
location-based
advertising
|
A mobile ad unit being
delivered to mobile users based on specific geographic coordinates (e.g.,
latitude/longitude, DMA, etc.).
|
metatag
|
A statement in the HTML that
makes up a webpage that provides important information about the page’s
content. The information provided is used by search engines to index a site.
|
mobile
ad server
|
A scalable, high-performance
system made up of hardware and software that reliably delivers mobile ad
units across all mobile channels.
|
mobile
marketing
|
Marketing using mobile
devices in order to disseminate promotional or advertising messages to
targeted customers through ubiquitous wireless networks.
|
MRAID
ad
|
An acronym for mobile rich
media ad interface definitions, which is a specification written by the
Interactive Advertising Bureau (IAB).
|
natural
search results
|
Search engine results that
are not sponsored or paid for.
|
NFC
|
An abbreviation for near
field communication, a set of standards for smartphones and other mobile
devices that allows them to communicate over short distances (typically less
than 4 centimeters, or 1.75 inches).
|
network
|
A system that aggregates ad
inventory from publishers and operators to efficiently match the inventory
with advertiser demand. Examples include Google Search Network (which
includes Google Search and other search sites) and Google Display Network
(which includes a collection of websites termed display partners that have partnered
with Google, as well as YouTube and specific Google properties that display
Google AdWords ads). Ads can appear beside or above search results for
keywords that an advertiser chooses. See also ad network.
|
nofollow
|
A command found in either
the head section of a webpage or within individual link code that instructs
robots either not to follow any links on the page or not to follow a specific
link.
|
page
application
|
An application that is
loaded as part of a Facebook business page to provide more functionality to
the page. Page applications include competitions, inquiry forms, storefronts,
embedded websites, and more. Page applications sit underneath the
cover photo.
|
page
impression
|
A request for a page of a
site’s content made by a user of that site; advertisers are charged per
period being measured.
|
page
views
|
The total number of pages
viewed. Repeated views of a single page are counted.
|
pages
per visit
|
The average number of pages
viewed during a visit to a site. Repeated views of a single page are counted.
|
paid
search
|
Search engine results that
are sponsored or paid for in some way.
|
percentage
of new visits
|
The percentage of visits to
a site that came from people who had never visited a site before.
|
permission-based
marketing
|
Marketing efforts in which
recipients of the marketing have opted in or given their permission to the
marketer to send them information.
|
plan
of action
|
A clear road map for carrying
out all the tactics necessary for your email strategy. It specifies the
staff, time frame, and budget or other resources that are required for
each tactic. The plan coordinates these elements in chronological order where
necessary.
|
platform
|
For the purposes of this
book, a platform (or channel) is a term used to describe an individual social
network. For example, Facebook is a platform or channel on which businesses
can connect with fans via a business page. See also channel.
|
quality
score
|
A measure of relevance
applied to an ad, keyword, or webpage.
|
real-time
bidding
|
Technology that allows
advertisers to bid on each ad impression as it is served. Serving is based on
behavioral targeting via cookies. Advertisers buy an audience, not a
placement. Ad placements are auctioned to the marketplace and the highest
bidder’s ad is shown.
|
reciprocal
link
|
A link allowing two sites to
link to each other.
|
remarketing
|
A system that allows an
advertiser to continue to show ads to people who have visited a mobile
website.
|
remnant
inventory
|
Advertising space that a
publisher or operator is unable to sell directly through its sales force. It
is typically sold at a discounted price through an intermediary.
|
rich
media
|
A broad range of interactive
and engaging ad formats, including expandable banners and embedded audio and
video.
|
robots.txt
|
A file in the root directory
of a website used to restrict and control the behavior of search engine
spiders.
|
scheduling
|
The act of prescheduling
your activity on a social media channel. Actions on Facebook, Twitter, and
LinkedIn can be scheduled in advance in order to save time.
|
search
engine marketing
|
Advertising on a search
engine in order to drive traffic to a website. Advertisers pay only when a
user clicks on its ad.
|
Segmentation
|
Distinguishing among
different groups of subscribers based on what is known (e.g., demographics,
age, or gender) or what can be learned about them (e.g., interests and
preferences).
|
SEO
|
An abbreviation for search
engine optimization, or the process of improving the visibility of a website
or a webpage in a search engine’s natural, or unpaid (organic), search
results.
|
site
map
|
A page or structured group
of pages on a website that link to every page accessible to users.
|
smartphone
|
A mobile phone built on a
mobile computing platform that has more advanced computing and connectivity
capabilities than a feature phone. Advanced capabilities or elements can
include portable media players, low-end compact digital cameras, pocket video
camera, and GPS navigation units.
|
SMS
|
An abbreviation for short
message service. The term is generally used to describe text messages sent to
a mobile device. The original SMS specification limited messages to 160
characters in length. If multimedia elements are associated with an SMS
message, it’s referred to as an MMS.
|
social
bookmark
|
A form of social media in
which users’ bookmarks are aggregated for public access.
|
social
media
|
A catchall term used to
describe the tools and technologies that facilitate social interaction over
the Internet.
|
social
media marketing
|
The process of gaining
traffic or attention through engagement on social media sites.
|
social
network
|
A web-based platform that
allows users to construct a personal or professional profile from which they
can share news and data and connect and communicate with other users.
|
spider
|
A specialized bot (web
robot) used by search engines to find and add web pages to their indexes. Also know as web crawler.
|
strategy
|
The general approach
businesses take to achieve objectives (for example, increasing widget sales
through sales calls, a direct mail campaign, and sales incentives).
|
tactics
|
The specific actions,
decisions, and resources required to implement predefined strategies.
|
targeting
|
The act of channeling
marketing efforts and resources to specific market segments defined by
demographic, contextual, and behavioral traits that have the highest payoff
potential.
|
text
link
|
A plain HTML link that does
not include graphic or special code such as Flash or Java script.
|
tweet
|
A message sent from Twitter,
a microblogging service that enables users to send and read text-based
messages of up to 140 characters.
|
unique
user
|
A unique device (e.g., a
computer or mobile phone) making requests for site content in the period
being measured.
|
unique
user duration
|
The average length of all
visits (of more than one page impression) per unique user made in the period
being measured.
|
unique
visitors
|
The number of unduplicated
(counted only once) visitors to a website over the course of a specified time
period.
|
URL
|
An abbreviation for uniform
resource locator; also know as a web address.
|
video
interstitial
|
An interstitial mobile ad
unit that displays a video between views within a mobile app or between pages
within a mobile website.
|
visit
|
The total number of times
that a user (a device) has engaged in a single burst of activity with less
than 30 minutes between requests for content. A new visit occurs when the gap
between requests for content is at least 30 minutes.
|
пятница, 7 июля 2017 г.
Digital Marketing Glossary
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