| above the fold |
The ad is positioned on a web page so that it is seen immediately by visitors (no scrolling) as soon as the page is loaded. |
| ad |
An advertisement.
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| ad view / ad impression |
The number of times an ad on a page is viewed by visitors.
Same as impression.
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| advertiser |
In the online advertising world an advertiser is a person/company who wants to sell/promote products.
This can be done by placing ads on high traffic websites.
See publishers.
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| affiliate |
You are an affiliate when you assign for an affliate program, to help market products for a company.
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| contextual advertising |
The content of the ads displayed on a page is based on the content of the page itself.
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| click |
It is a called a click when a visitor interacts with an ad on a page. |
| click rate |
Is the number of clickthroughs divided by the number of ad views.
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| clickthrough |
It is a called a clickthrough when a visitor interacts with an ad on a page,
by clicking on the ad and seeing the landing page.
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| CPC |
Cost Per Click
The amout paid by the advertiser to the publisher for every click on
the ad. Please note: visitors MUST click on the ads.
When the CPC is $0.50 and 100 visitors has clicked on the ad, the publisher will receive $50 ($0.50 multiplied by 100).
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| CPM |
Cost Per Mille
The amount an advertiser pays for one thousand ad impressions.
Please note: visitors does NOT have to click on the ads.
When a publisher is charging $3 per ad on its site and reports 1500 ad impressions, the CPM is $2 ($3 divided by 1.5).
Note:
M is the Roman numeral for thousand.
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| CTR |
Click Through Rate
Is a way of measuring the success of an online advertising campaign.
The CTR is the total number of clicks on an ad divided by the number of ad impressions.
When a page with only 1 ad is viewed by 2,000 users and this ad is clicked 100 times, then
the CTR is 5% (100 divided by 2,000).
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| eCPM |
effective Cost Per Mille
The cost of every thousand ad impressions.
eCPM is a useful way for publishers to compare revenue across different advertising programs.
It is calculated by dividing total earnings by the number of impressions in thousands.
When a publisher earns $400 from 20,000 impressions, then the eCPM is $2 ($400 divided by 200)
For small sites with impressions less then 1000 the eCPM is calculated in another way.
Suppose your ad program receives 400 page impressions and $2.00 in total earnings. The eCPM
is $5 ($2 divided by 400 times 1000).
Note 1:
The small site generates more revenue per impression compared to the larger site.
Note 2:
M is the Roman numeral for thousand.
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| EPC |
Earnings Per Click
It is calculated by dividing the total earnings from clickthroughs by the number of clicks.
When you earn $200 by clickthroughs and the total number of clicks is 1,000, then
the EPC is 0.20 ($200 divided by 1,000).
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| hit |
A hit is a successful request to the web server from a visitor browser for any type of file,
whether an HTML page, image or any other type. A single web page can
cause many hits one for each image included on the page, etc.
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| impression |
The number of times a single advertisement on a page is viewed by visitors.
Same as ad view / ad impression.
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| keyword |
Search terms or phrases that are related to an advertisement. |
| landing page |
The page that a visitor sees after clicking an ad.
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| pageview |
Represents a visit to a single page in a session.
A page can contain zero or more ads.
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| PPC |
Pay Per Click
An advertising model in which advertisers pay for clickthroughs to their website. Ads are served based on keywords or themes.
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| publisher |
In the online advertising world a publisher is a person/company with a high traffic website who
wants to generate revenue by placing ads from advertisers on the site.
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| session |
A session is defined as a series of clicks on your site by an individual visitor
during a specific period of time. A session is initiated when the visitor arrives
at your site, and it ends when the browser is closed or there is a period of inactivity.
Example:
When a visitor opens a browser and vists a web page on site A then this is a session.
If the visitor stays on site A clicking on several pages and even
clicking on the same page, it is still the same session.
When the vistor is going to site B and returns back to site A
then a new session is created.
When the vistor is on site A, closes and starts the browser and vists site A again,
then a new session is also created.
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| SERP |
A search engine results page, or SERP, is the listing of web pages returned by a search engine in response to a keyword query.
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| unique visitor |
When a visitor visits a site it is counted as an unique vistor.
Multiple repeat visits are not counted based on the visitor ip address.
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