Terms
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Above The Fold – Above the fold refers to banner advertisements which are displayed
at the top of a web page. In general terms, “above the fold” means someone or
something that goes above and beyond; in Internet marketing terms it means the
advertisement is above the entire page, or is the first thing people see when reaching
the page.
Acquisition Cost – The price it costs a business to gain a new customer, client, or
supplier. The acquisition cost is the average cost per new customer for a business.
Ad Copy – Writing that is specifically done for advertisements. The ad copy is often
another term for actual text within an ad. The better the ad copy, the more chances it
will bring in sales.
Ad Rotation – When a web page shows a different ad at the top of the page each time it
is viewed by a new person, or when the web page is refreshed.
Ad Tracking – A method used to check how many hits or clicks an ad receives, as well
as the particular demographic that most people click on the ad. It is a useful tool for
discovering where the most revenue comes from, and how to better personalize ads to
reach more customers, and encourage more new customers via the ads published or
produced.
Advertisers – Paying parties who want their company’s ad on another website.
Advertising Network – Business owners often work with other Internet businesses to
agree to post their ads. This is known as an advertising network. You may notice a
website selling electronics has another company’s ad on their site; this means they are
part of an advertising network, working together.
AdWords – Google’s advertising pay per click program that is quickly becoming one of
the most popular forms of ad affiliate plans on the web.
Affiliate – The person participating in any one company’s affiliate program.
Affiliate Program – A program where other people known as affiliates, agree to
advertise for the sponsor’s site. In return, they receive commission or residual payment.
This is also known as word of mouth advertising, but it is done through a network of
affiliates who assist the website in getting the word out.
AIDA – Acronym for Attention, Interest, Desire, and Action; this is the motivating factor
for advertisers and web businesses to get exposure.
Alexa – A lesser known search engine, Alexa has a free toolbar that allows users to see
traffic data and other important information, making it an excellent resource for those
who utilize Internet marketing.
Anchor Text – A term that describes the main text where a link would be placed. For
example, if you’re writing about dog food and want to include a link, the anchor text
would be placed within the writing: Your dog needs healthy dog food to keep him
active. “Healthy dog food” is the anchor text, and would be underlined and highlighted,
prompting the reader to click on the link.
Articles – Written articles that pertain to a particular subject or website. These articles
can then be submitted in the form of e-books, web zines, or integrated into a website in
order to get more exposure on web searches such as Google.com.
ASP- Abbreviation for Active Server Pages, this is a technology developed by Microsoft
that allows scripts to be integrated into web pages. It helps to allow information to be
integrated into web site via the use of forms, etc.
Associate Program – Another term for affiliate program, some websites use the term
associate program instead. People often prefer to use the term associate, as it sounds
somewhat more professional and higher level than affiliate.
Auctions – A method in which items are sold online in auction format, and often for a
terrific price compared to the same items purchased directly from online retailers. In
addition, buyers often find rare items and antiques via online auctions.
Auto-Responder – An automated message or reply sent to customers via email when
they request information from a website. Many times, people who sign up for online
newsletters will receive one acknowledging that they’ve signed up. The auto-responder
is also used to serve as acknowledgment of a concern or complaint when customer
service is contacted. It also includes contact information for the company via telephone.
