Interactive Glossary Terms Page

Ad Click
When user clicks on ad.

Ad insertion
Placing an advertisement image source tag in a content file before it is delivered to the browser for the user to view.

Ad space
Space on a Web page reserved for ads, multiple "spaces" can exist on one page.

Algorithm
Set of rules by which search engines rank Web pages.

Banner ad
An ad unit on a Web page that contains a promotional message and possibly a link to the advertiser's Web site. Banner ads are GIF images and animated banner ads are GIF 89 a/Gif animation images.

Click
When a user's mouse physically "clicks" on an advertisement, this usually links the user to the advertiser's home page or a page with more information.

Click-through
The number of times an ad is clicked. When a user clicks on an ad, they are usually transferred to another page.

Click-Through Rate (CTR)
The number of times an ad is clicked on divided by the total number of times an ad is viewed.

Content
Material that appears on the World Wide Web, other than tools such as search engines and navigational tools. Content could include articles and other text, images, music, etc.

CPC
Cost per click. Equal to the total cost of the advertising program divided by the number of unique visitors.

Hit
Each time a Web server sends a file to a browser, it is recorded in the server log file as a "hit." Hits are generated for every element of a requested page (including graphics, text and interactive items). If a user views a page that contains two graphics, three hits will be recorded-one for the page itself and one for each graphic.

HTML
Hypertext mark-up language; coding computer language used to make Web pages, HTML tags or codes, embedded in the text. HTML defines the page layout, fonts and graphic elements as well as the hypertext links to other documents.

Impression
The delivery of an ad.

Keyword
Word used in a Web search.

Meta tag
HTML tag in the head section of a Web page that includes additional information not displayed on the page.

Metrics
Means of measuring traffic to and within a Web site, for instance, so advertisers can determine the effectiveness of their on-line ad spending.

PPC
Pay per click. Interactive service where the client only pays for the times when their advertisement is clicked.

Search engine
The main device used to find information on the Internet.

Search engine crawlers
Software robots that "crawl" Web pages, gathering information for search engine databases. Also known as search engine spiders.

Search engine spiders
Software robots that "crawl" Web pages, gathering information for search engine databases. Also known as search engine crawlers.

SEO
Optimization of a website to increase organic positioning.

Traffic
The number of page views reported by a site from its log files, generally calculated on a monthly basis. Traffic can usually be reported for the entire site or for sections.

Unique Users
The number of different individuals who visit a Web site during a specific time period.

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