Digital Media Terms Glossary

Glossary of Digital Media Terms

CTR- Click- Through Rate: Identifies the percentage of the people who click on a link. The higher the CTR percentage, the more people went through.

CPA- Cost per Acquisition: A pricing model where companies are charged by advertising platforms only when leads, sales or conversions are generated.

CPC- Cost per Click: A pricing model where companies are charged by publishers for every click people make on a displayed/test ad which leads to your company’s site.

CPM- Cost per Thousand: A pricing model where advertising impressions are purchased and companies are charged the number of times their ad appears per 1,000 impressions.

Conversion: When a visitor takes the desired action while visiting your site. This can be a purchase, membership signup, download or registration for newsletter.

Impressions: The number of times a company’s ad will appear to its target audience.

Frequency: The number of times an ad is delivered to the same browser in a single session or time period. A site can use cookies in order to manage ad frequency.

Keyword: A word or phrase that your audience uses to search for relevant topics on search engines.
Organic Traffic: Traffic generated to your website by a Search Engine. This could be traffic from Google, Yahoo or Bing. Also known as “free” traffic.

Paid Traffic: When a company bids on keywords to be displayed on search engines. These results appear separately, either on top, bottom or right side of a search results page.

SEO- Search Engine Optimization: Involves the way a web page is constructed so that it is “optimized” to ensure a higher ranking on a search engine’s results page.

SEM- Search Engine Marketing: Involves the promotion of websites by increasing their visibility in search engine results pages, primarily through paid advertising.

Meta Tags: Snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, but only in the page’s code.
GEO Targeting: Displaying (or preventing the display of) content based on automated or assumed knowledge of an end user's position in the real world.

Behavioural Targeting: Refers to the ability of publishers and advertisers to target people online that exhibit “behaviours”. Behaviour is determined by the web user’s browsing history. 

Cookie: A small piece of information (i.e., program code) that is stored on a browser for the purpose of identifying that browser during audience activity and between visits or sessions. 

Pop-up ad: An ad that appears in a separate window on top of content already on-screen.
Widget: A small application designed to reside on a desktop (Mac OS X or Windows Vista) or within a Web-based portal or social network site (e.g. Facebook) offering useful or entertaining functionality to the end user.

Hyperlink: A clickable link, e.g., on a Web page or within an e-mail, that sends the user to a new URL when activated.

Hypertext: Text that contains links connecting it with other text or files on the Internet.

E-commerce: The process of selling products or services via the Web.

Search Advertising: A method of placing online advertisements on web pages that show results from search engine queries.
Display Advertising: A form of online advertising where an advertiser’s message is shown on a destination webpage generally set off in a box at the top or bottom or to one side of the content of the page.

Blog: Generic name for any website featuring regular posts arranged chronologically, typically inviting public comments from readers. Blog postings are generally short and informal, and blog software is generally free and very easy for individual users, making it a popular tool for online diaries as well as more professional publications.

Social Networking: The practice of using web-based and mobile platforms to build online communities, curate followers and connect with people who share common interests or activities.

Backlinks: Incoming links that refer to all links from other websites referencing the website in question.
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