An investment in knowledge pays the best interest. I have seen few online line marketing specialists still don't know about such terms like Interstitial, Above the fold, Pacing etc. So I have collected basic terms of Online Advertising that every successful Affiliate Manager must know.
1. What are Impressions?
The number of times a visitor has seen your ad is called impressions. If somebody views your ad ten times it counts as 10 impressions. This is the primary measurement used in online advertising.
2. What is CTR (Click Through Rate)?
CTR is nothing but the ratio between clicks and impressions. Mathematically, The Click Through Rate is equals to Clicks / Impressions.
For Example : If your campaign served 400 impressions, and 10 users clicked on the ad and visited the landing page, it means your CTR is 4%.
3. What is Conversion?
If an user gets registered / buys / downloads when he clicks on a banner is calaculated as a conversion.(depending upon which action is to be considered as conversion).
4. What is Call for Action?
It is a type of campaign where the campaign drives the user to interact with the landing page webite. Usually, Requesting a quote, download a brochure, sign up for a newsletter, and of course- buying a product or booking a room online can be considered as Call for Action.
5. What are CPL ( Cost per Lead) / CPA (Cost per Acquisition)?
The cost spending on the required conversion .
If your ad drew 1000 clicks at 100$, and you achieved 10 Conversions, then you CPL / CPA will be 10$.
The lower the CPL/CPA value , means good is the conversion rate.
6. What is ROI (Return on Investment)?
The best example to understand ROI is :
Let’s say you are promoting your restaurant and the Call for Action is booking online reservation for dinner. You already know that your profit from every guest is 10$. In that case, if the CPA is 8$, which means you spent 8$ advertising money to get a reservation, than your ROI is positive, because you have 2$ profit on every reservation.
7. What is CPM (Cost per mille)?
Commonly used measurement in advertising !!
CPM is also called as CPT i.e cost per thousand , which means we need to pay cost on every 1000 impressions.
Example : If CPM is $5 , it means cost of 1000 impression is $5 .
8. What is CPC (Cost per click)?
Just like CPM , CPC is also a measurement used in online advertising , the only difference is this cost is based on clicks and not impressions . If any user is shown the Ad but he doesn’t clicks on it their won’t be any cost effect as the cost is based on clicks only.
Example : If CPC is $5 , it means every click costs $5 so 20 clicks than it will cost us $100.
*Also , consider a campaign where payment is based on impressions, not clicks. Impressions are sold for $10 CPM with a click-through rate (CTR) of 2%.
1000 impressions x 2% CTR = 20 click-throughs
$10 CPM / 20 click-throughs = $.50 per click.
9. What is CPA (Cost per acquisition)?
It’s another word for cost per action and is used interchangeably with this term. CPA measures the advertiser’s per conversion cost from start to finish, from the inclusion to the search engine results to creating interesting landing pages that grab the attention of the visitor. This means cost per acquisition measures how much it costs in advertising to convert one person from a visitor to a client for the company.
Action can be different for different campaigns , like for some registration is set as a conversion and for some the buying of any product i.e when a user reaches the ‘Thank you page’ or may be downloading anything from the client’s page.
10. What is CPE (Cost per Engagement)?
A new measure of performance in online advertising. After CPM, CPC and CPA we have this CPE which has no relation with impression but only with the engagement i.e when any user engages with the brand content.
This measure actually differentiates between quantity and quality.
Engagement can be defined as a user interacting with an ad in any number of ways, including viewing, sharing, voting, commenting, reviewing, playing a game , etc.
CPE campaigns are mainly video campaigns as it initiates used to engage with the creative.
11. What is CPL (Cost per Lead)?
A lead is the initiative in an action .
It is usually a free registration or filling of the form on the creative like mobile number , email Id or name , etc.
Once the user fills the detail , a lead is counted !
12. What is Ad Dimension?
The size of a creative measured in pixels. e.g. 728×90 ; 300×250 ; 160×600 etc.
13. What is Ad Space?
The space on a Web page reserved to display advertising.
14. What is a Banner?
An online advertisement in the form of a graphic image that typically runs across the top or bottom of a Web page, in the margin, or other space reserved for ads. i.e the Ad Space on the respective web pages.
15. What is Pop-Under?
A window that launches automatically behind the current browser window. It is a type of advertisement like expandable , video Ads are also type of advertisement .
16. What is Pop-Up?
A window that launches automatically in front of the current browser window.
17. What is Affiliate?
A type of advertising system based on the CPA payment method whereby web sites run advertiser’s banners for free but get paid on any sales or registrations that result from visitors that click on the banner.
18. What is an Agency?
An organization that provides a variety of ad services for advertisers, including helping them design creative and locate the best place to run their advertising campaign.Today there are number of agencies in market , e.g Exponential , Zedo , Eye Blaster etc..
19. What are Cookies?
Cookies are small files that are sent from a web server to the local user’s computer to store information unique to that user.Often used by advertisers to keep track of the number and frequency of advertisements that have been shown to a visitor or by sites to help them determine the number of unique visitors.Cookies can also be used to target advertising, such as targeting advertising based on an individual’s user profile on a site.
20. What is Frequency Capping?
A term used to describe the number of times the same advertisement is shown to the same visitor during a particular session or time frame.Frequency Capping is a popular method for ensuring that a single user does not see the same ad too often.
21. What is Geo targeting?
Geo targeting is the practice of targeting ads to web users based on their physical location , e.g. If i want to show to Ad only to US citizen i can target the Geo only to US so no other user at different location can see the Ad .
22. What is Interstitial?
An particular type of advertisement that loads between web pages, requiring a user to look at it before getting to the page they meant to go to.It is one of the closest things on the Internet to television commercials.
23. What is Post Click Tracking – PCT?
This is used to track if a user performs an action after clicking on a banner, such as completing a registration page or purchasing an item. It is done with the use of a cookie placed in the browser that is read by a tracking pixel on a page (such as an order confirmation page or a “thank you for signing up” page).
24. What is RON tag?
Run of network (RON) means a banner will run on all the network i.e it has the potential to appear on any page of any site that is part of an ad network.This type of buy is not targeted to any specific choice, it tends to be the least expensive type of advertisement that can be purchased.Custom targeting is quite costly than RON.
25. What is Leaderboard?
Leaderboard is a standard size of an online banner ( advertisement ) of size (w) 729 x (h) 90 (in pixels).
26. What is MPU ( Mid page Unit )?
MPU (Mid Page Unit) or medium rectangle is a banner (advertisement) size of (w) 300 x (h) 250 (in pixels).
27. What is Skyscraper?
Ad Dimension 120×600. Commonly used on the side of pages.
28. What is ATF – “Above the fold” of a web page.?
29. What is BTF – “Below the fold” of a web page.?
30. What is Insertion Order?
It’s a formal contract binding between both the buyer and seller of inventory.
31. What is an Ad Tag?
HTML code produced by your ad server that displays the corresponding creatives.
32. What is Pacing?
Pacing is how fast the purchased impressions are delivered , like if the pacing is AGGRESSIVE , it means the impressions are to be delivered in a fast pace while if the pacing is GOVERNED , it means the impressions are to be delivered in some pattern and also in slow mode.
33. What is Out-clause
Out-clause is the amount of time you have to cancel an insertion order.
