call to action (CTA) – the part of a marketing message that attempts to persuade a person to perform a desired action.
click-through – the process of clicking through an online advertisement to the advertiser’s destination.
click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.
contextual advertising – a method of serving advertisements based on the content (i.e., overall context or theme) of a web page.
conversion rate – the percentage of visitors who take a desired action.
cost-per-action (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
cost-per-click (CPC) – the cost or cost-equivalent paid per click-through.
customer acquisition cost – the cost associated with acquiring a new customer.
keyword – a word used in a performing a search.
keyword marketing – putting your message in front of people who are searching using particular keywords and keyphrases.
keyword research – the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).
pay per click (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.
return on investment (ROI) – the ratio of profits (or losses) to the amount invested.
search engine – a program that indexes documents, then attempts to match documents relevant to the users search requests.
search retargeting – the use of a site visitor’s search history as a basis for the ads that the visitor will see.
self-serve advertising – advertising that can be purchased without the assistance of a sales representative.