Learning the Lingo: The Basics

To get started with on-line advertising it helps to have a grasp of the lingo. There is a lot of insider vocab that may be thrown around willy-nilly but the first tip I am here to share is: ASK! You are definitely not the first person to question what a certain term might mean. Your ad sales team is prepared to help you. Even if you think you know what something might mean but aren’t 100% sure—ASK! It is okay and we would much rather you understand all of the intricacies before you get started.

I am going to give you a few of the basic terms to get started:

ABOVE THE FOLD: the highest placements on the page that can be seen without scrolling down the website.

CAMPAIGN: your ad sales strategy in order to bring more business to your company.

CLICK: when a viewer on a site clicks on your ad and is brought to your site (different from an impression or pageview when a viewer just views the ad and does not click on it).

CPM: Cost Per 1,000 pageviews. Ads are often sold in this way and often means that they will not appear on the page all of the time (unlike a flat-rate ad).

CREATIVE: your ad image.

CTR: Click Through Rate. During your campaign we can determine your CTR by dividing how many clicks your ad has received by how many pageviews you purchased. This number can give you an idea about how well your campaign/ad is doing and how the viewers are responding.

IMPRESSION: Each time the site is viewed on someone’s computer, the site is re-loaded or a different page of the site is viewed.

PAGEVIEW: For our purposes, this is the same as an impression.  (However, it is possible to have a pageview without an impression – if there is no ad on the page.)

VISIT: Each time a viewer looks at the site (different than a pageview because a viewer could look at multiple pages on the same site and it would be one visit but multiple pageviews).

I hope this helps you to get started and begins to decode a small part of online advertising for you!

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