Internet Marketing Glossary: A List Of Digital Terms You Need To Know – 2020 Ready (Part 1: Advertising)

This Internet Marketing Glossary is a comprehensive digital marketing jargon glossary.

Advertising

Adsense

Adsense is a tеxt-bаѕеd аdvеrtiѕеmеnt ѕеrviсе оffеrеd bу Gооglе. Google AdSеnѕе iѕ a renowned and popular means of making income online, through Adsense, websites can earn mоnеу from advertisements, раrt-timе bloggers, and large publishers online also make money through Google Adsense.

AdWords advertisers pay Gооglе based on the number of ad clicks generated (PPC) оr impression (CPM), in the long run, Google also ѕhаrеѕ a ratio оf that rеvеnuе with AdSense publishers.

Gооglе AdSеnѕе provides аdѕ thrоugh рlаin text, in contrast to graphical соntеnt thаt dоminаtеd thе аdvеrtiѕing wоrld whеn it wаѕ оriginаtеd in 2003. Thе adverts аrе rеgulаtеd and maintained by Google, hence Web рubliѕhеrѕ nееd tо ѕеt uр a frее AdSеnѕе ассоunt аnd copy and paste the provided соdе tо diѕрlау аdѕ.

Rеvеnuе thrоugh AdSense iѕ еаrnеd оn a реr-сliсk оr реr-imрrеѕѕiоn bаѕiѕ. It iѕ tоtаllу free tо become a vеrifiеd website рubliѕhеr in thе Gооglе AdSеnѕе program. Gооglе рrеѕеntlу рrоvidеѕ a numbеr of diffеrеnt AdSense рrоgrаmѕ, bаѕеd оn thе tуре of content you link the ads to (e.g., webpage оr RSS fееd):

  • AdSense fоr content: ѕhоw аdѕ оn a website
  • AdSеnѕе for search: ѕhоwѕ аdѕ in search rеѕultѕ оn a website
  • AdSense for mоbilе: diѕрlау ads on a mоbilе ѕitе
  • AdSеnѕе fоr fееdѕ: diѕрlау ads in RSS fееdѕ
  • AdSеnѕе for domains: diѕрlау ads on unuѕеd dоmаinѕ

Adspend

An advertising budget, or ad spend as it is fondly called, is an approximation of a company’s promo expenditures over a given period. It is the money a company sets aside to achieve its marketing objectives.

When creating an ad spend, a company must be willing to weigh the trade-offs between spending versus revenue. For example, if a company spends $10, the revenue should be equal or greater than $10 to avoid a loss.

A company can set their advertising budget in a lot of ways, each of which has both pros and cons:

  • As a percentage of sales
  • At the same levels as its competitors
  • As the amount needed to meet a certain goal
  • As the whole of its profits
  • As a function of the units of products it sells

Advertiser

The term advertiser springs from the word advertising. According to William J. Stanton, advertising has to do with all the activities that are involved in presenting an audience with a paid-for message, which is non-personal about an organization or a product where the sponsor is also identified.

Going by the definition above, an advertiser refers to a person or an organization that places an advert on a medium of advertising to reach the target audience. Collins Dictionary defines an advertiser as someone or a company that pays for an event, product, or job to be advertised on television, a newspaper or on a poster.

Types of advertisers:

  • Retailers as advertisers

    There are some situations where retailers of a product become advertisers. This situation is when a retailer takes it upon himself or herself to advertise the product to prospective buyers in order to make more sales. The retailer also becomes an advertiser by virtue of displaying a company’s product.

  • End user as advertiser

    The end user can also turn into an advertiser of an organization’s product by spreading the good news about the product to others when there is satisfaction derived from using such product.

Display Ad

A display advertising, or display ad, is a type of paid media which communicates a commercial message visually through the use of text, images, animations, videos, etc. A display ad is synonymous to a banner ad, as they are shown to your target demographic even if they don’t search for your products or services.

While search ads get the credit for the sale, displays ads creates the awareness that leads to the sale. In short, display ads influence the users to click that search ad that they didn’t even want to in the first place.

How do you measure the success of display ads?

  • Reach – A reach is defined as the number of people who can view your ads online. This data is defined by the number of visitors that visit the ad network you plan to use.
  • Click-through rate (CTR) – CTR refers to the potential of a user clicking on your online ad.
  • Bounce per rate (BCR) – The percentage of visits that go to a single page and exits the site.
  • Conversion Rate (CVR) – The percentage of people clicking through an ad and end up clicking the CTA (Call to Action) and completing the advertiser’s goal either by purchasing, signing up, etc.
  • Return on Investment (ROI) – This quantifies how much value is gained for every cent spent.

Native Ad

A native ad is a type of paid media where an ad’s function (consistent with native or natural user experience) follows the form (visual design). It is a sponsored content that is natural, or “in-feed,” and non-disruptive. This includes Facebook “suggest posts” or “sponsored posts,” Twitter “promoted tweet,” etc., fitting naturally in the newsfeed or timeline.

Other types of native ads are:

  • Content Recommendation – This ad is typically seen at the end of articles or blog spots with a heading that says “Recommended for You,” “You May Also Like…” or “Related Topics”
  • Promoted Listings – Normally seen on merchant sites like eBay, Amazon, etc. where a “sponsored” or promoted product is at the top of the choice list.
  • Paid Search Ads – This native ad is almost the same as promoted listings, the only difference being they promote business and put them at the top of the customer’s search list.
  • In-Ad with Native Elements – An ad that is relevant with the publisher. For example, a food brand may have an “in-ad” post on a recipe website.
  • Print Advertorials, Online Advertorials, Online Video Advertorials, etc.

Publisher

The Tech Terms defines an online publisher as someone that publishes written contents (blogs) or uploads media files (images, music, videos, etc) on his or her website.

The publisher can be referred to as the originator of the idea that births a newspaper, website or a magazine into being. In essence, a publisher controls the operations of media content. The advertiser is also the person that undertakes the financial demands that go with owning and running a print or online media outfit. The publisher also ensures that his or her media outfit maintains a healthy relationship with the public. Ensuring readers’ satisfaction is also part of the publisher’s duties.

The reputation of a publisher is important because such reputation can make or mar the media outfit he or she owns. The same applies to an online publisher.

Remarketing

Remarketing is a technique which focuses on bringing back those visitors who have previously gone to a certain website and did not do anything.

With remarketing, you are able to position targeted ads to a specific target: those who visited your site. It is one of the most cost-effective ways of advertising which provides you a chance to reconnect with them and just maintain or increase your brand’s awareness overall. Remarketing ads can be done through text and/or image display formats. For instance, a watch brand may remarket its watch with “new and improved features” to enhance sales after new technologies have been introduced in the market.

There are 5 types of remarketing:

  • Site Retargeting – displaying ads to your visitors who left without any “converting” done. (e.g. Shopping cart filled but didn’t push through)
  • Email/CRM retargeting – showing ads to your visitors or subscribers who have opened your emails
  • Social or Social Media retargeting – displaying ads on social networks (Facebook, Twitter, LinkedIn, etc.) to your visitors who left without converting.
  • Remarketing Lists for Search Ads (RSLA) – This type of remarketing is available only on AdWords, with the same function as those mentioned above.
  • Search retargeting – This type is almost identical to RSLA, only that it displays your ads to visitors who have searched for keywords related to your product or business.

Search Ad

A search advertising, or search ad, a type of paid media, is a method used to link searches to a brand’s or company’s products and services through the use of online advertisements.

A search ad shows up when a user types specific key words or phrases while searching a product or service. Each search ad has a specific ad management platform – Yahoo! uses Yahoo! Advertising!, Microsoft uses adCenter, and Google uses AdWords.

A good example of the use of search ad is this:

Your own a toy store. Halloween is coming, and you decided to retail lots of Halloween products (masks, costumes, stuffed toys, etc.). You then chose to advertise on Google. Once you pick your keywords (“Halloween toys,” “scary toys,” etc.), those people who search using your keyword will trigger your ad and will show up at the top, sponsored section of the search page. You can also customize your search ad in a way that it will only attract your target demographic (in this case, locals in your area). This option is ideal for small businesses who want to do cost-effective advertisements and would want to be “relevant” on the web without spending as much as the big brands.

Solo Ad

Solo Ads, to put simply, refers to borrowing a vendor’s subscriber email list for the purpose of advertising a product to them. What this means is that the manufacture of a product looks out for a website publisher that has a good number of subscribers and pays the publisher to send out an email (adverts, offers) on behalf of the manufacturer about the manufacturer’s product.

Online Business refers to solo ads as a form of advertisement which can also be referred to as a subscriber list “rental” that a product owner uses to advertise his or her product. This means that the owner of the product temporarily borrows the website owner’s subscriber list to advertise his or her product.

To carry out a solo ad effectively, the owner of the product to be advertised has to have the following in order:

  • Come up with an enticing and attractive landing page
  • Have a sales copy in place to be included in the email
  • Get in touch with a website owner or vendor in the same niche with the manufacturer’s niche that has a large list of subscribers
  • Put a tracking system in place Pay for the solo ad

A sponsored post, otherwise known as a promoted post or paid post, is a post paid by an advertiser to be posted to a website. The idea comes from the time when companies and brands sponsor public events such as fund-raisings, charity programs, local and international contests, concerts, etc.

Today, in the world of online marketing, it carries the same thought.

A sponsored post is considered a type of native advertising, where it appears in the same area as a regular post would, and not the usual “intrusive” click-me ads you see on sites. In other words, a sponsored post looks like an editorial content that is supposed to be there. Some networks and tools for sponsored articles are: Adproval, BlogHer, Cision, GroupHigh, Markerly, and Syndicate.

 

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