Glossary of Internet Marketing Terms

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Online Marketing Glossary of Terms
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Affiliate program structure whereby affiliates earn
commissions on their
conversions as well as conversions of webmasters
they refer to the program.


Above the Fold:
Once a web
page has loaded, the part that is visible is said to be ‘above the fold’.

Adsense (Google):
Text and image ads that are
precisely targeted to page content, from which the
webmaster earns a percentage of the price per click paid by the

Also known as “spyware”, a program hidden within free
downloaded software that transmits user information via the Internet to

Adwords (Google): Google’s Pay Per Click (PPC) advertising

A web site owner that promotes a merchant’s
products and/or services, earns a commission for referring clicks, leads,
or sales.

Affiliate Agreement:
Terms that govern the relationship
between a merchant and an affiliate.

Affiliate Marketing:
A revenue sharing arrangement between
online merchants and distributors (affiliates) in which the affiliate
earns a commission for producing a sale, lead or click for the merchant’s

Affiliate Network:
A third party providing services to
affiliate merchants and affiliates, including tracking technology,
reporting tools, and payment processing.

Affiliate Program:
Any arrangement through which a merchant
pays a commission to an affiliate for generating clicks, leads, or sales
from links located on the affiliate’s site. Also know as associate,
partner, referral, and revenue sharing programs.

Affiliate Program Directory:
Information about a collection
of affiliate programs. May include information about commission rate,
number of affiliates, and commission structure.

Affiliate Program Manager:
The person responsible for
administering an affiliate program. Duties should include maintaining
regular contact with affiliates, program marketing and responding to
queries about the program.

Affiliate Solution Provider:
Company that provides the
software and services to administer an affiliate program.

Affiliate URL or Link:
Special code in a graphic or text link
that identifies a visitor as having arrived from a specific affiliate

Associate: Synonym for ‘affiliate’.

An email robot that sends replies
automatically, without human intervention. For example, if you had a page
of marketing information, you could ask prospects to send email to
“,” the address of your autoresponder. The autoresponder
will automatically email the person your information document. Many
autoresponders will, at the same time, send an email to you, listing the
requester’s address
tool for conducting online commerce.



Banner Ad: Advertising in the form of a graphic image.

Acronym for ‘web log’, a blog is basically a journal
that is available on the web. The act of updating a blog is referred to as
‘blogging’ and those who keep blogs, are known as ‘bloggers’

A program that allows you to access and read
hypertext documents on the World Wide Web.



Click Fraud:
Click fraud, also called pay-per-click fraud, is
the practice of artificially generating traffic to advertisers’ sites
either manually or through the use of automated clicking programs (called
hitbots). The advertiser pays for this traffic, which has no potential for
generating revenue, however, the scammer receives a percentage of the
pay-per-click fees paid by the advertiser.

Click Fraud Detection/Monitoring:
Service that provides
independent monitoring of clicks from your PPC campaigns. If you notice
fraudulent activity, Google or Yahoo!/Overture may provide a refund.

When a user clicks on a link and arrives at a
Web site.

Click-Through Ratio(CTR): Percentage
of visitors who clickthrough to a merchant’s Web site.

Popular online billing and marketing service for
the development of affiliate programs, and the largest distributor of
digital information products on the Internet. Known for its
Cloaking: Hiding of page content or affiliate
linking code.

Also known as a bounty or referral fee, the
income an affiliate is paid for generating a sale, lead or click-through
to a merchant’s web site.

Where affiliates are able include their own logo
and/or colors on the merchant’s site.

Contextual Link: Placement of affiliate links within related

Conversion: When one of your visitors makes a purchase on the
merchant’s site… i.e. converts from ‘visitor’ to ‘buyer’.

Conversion Rate (CR):
percentage of visits to your site that convert to a sale. I.e. If 1 person
in every hundred visitors to your site makes a purchase, then your
conversion rate is 1:100 or 1 percent.

A cookie is a piece of information sent by a Web
Server to a Web Browser that the Browser software is expected to save and
to send back to the Server whenever the browser makes additional requests
from the Server. You may set your browser to either accept or not accept
cookies. Cookies can contain user preferences, login or registration
information, and/or “shopping cart” information. When a cookied browser
sends a request to a Server, the Server uses the information to return
customized information.

Cost per Acquisition(CPA): The amount
you pay to acquire a customer.

Cost per Click (CPC): The amount you
pay when a surfer clicks on one of your listings.

Cost Per Thousand(CPM): The amount
you pay per 1,000 impressions of a banner or button.

The promotional tools advertisers use to draw in
users. Examples are text links, towers, buttons, badges, email copy,
pop-ups, etc.

Linking a group of domains, usually your own,
to each other for the purpose of increasing its popularity with search
engines. Excessive cross-linking may lead to your site being penalized by
Google or Yahoo!



A disclaimer states the terms under which the
site or work may be used and gives information relating to what the
copyright owner believes to be a breach of his/her/their copyright.
some cases you may wish to permit certain activities, in others you may
wish to withhold all rights, or require the user to apply for a license to
carry out certain actions.

Domain Name: The unique name that identifies an Internet

Doorway Page: Also known as bridge pages, gateway page, entry
pages, portals or portal pages, these pages are used to improve search
engine placement. Caution: some search engines will drop a site entirely
if the existence of doorway/gateway pages is detected.

Download: Transferring a file from another computer to your



Endorsement Letter:
Also known as a “product review”, an
endoresement is a promotional statement outlining features and benefits
for a particular product or service.

Electronic mail, a message sent to another Internet
user across the Internet. An email address looks like this, whereas, “jimsmith” is your user name, your unique
identifier; “@” stands for “at”; ”” is the name of your
Internet Service Provider.

Email Link: An affiliate link to a merchant site contained in an
email newsletter or signature file.

Email Signature (Sig File): A brief
message embedded at the end of every email that a person sends.

Term used by the Commission Junction affiliate network,
this is your ‘average earnings per 100 clicks’. This number is calculated
by taking commissions earned divided by the total number of clicks times

A merchant that that stipulates ‘exclusivity’ in
their affiliate agreement usually prohibits the affiliate from promoting
competing products on their site. (I recommend against entering into
exclusive agreements.)

eZine: Short for ‘electronic magazine’.



Forum: Online community where visitors may read and post topics
of common interest.

Frequently Asked Questions (FAQ):
Lists and answers the most common
questions asked on a particular subject. Generally posted to avoid having
to answer the same question repeatedly.



Google Adsense:
Text and image ads that are precisely
targeted to page content
, from which the webmaster earns a
percentage of the price per click paid by the advertiser.

Google Adwords: Google’s Pay Per Click (PPC) advertising

Graphic Interchange Format (GIF):
An image file format, suitable for
simple files. A JPEG is the preferred format for storing photographs.



A hit is a single request from for a single item on a
web server. To load a page with 5 graphics would count as 6 ‘hits’, 1 for
the page plus 1 for each of the graphics. Hits therefore are not a very
good measurement of traffic to a website.

Home Page:
Your primary HTML page, the first page anyone
would see in your Web site. Also called a “landing page”.

Hypertext Markup Language (HTML):
The primary “language” used to create
World Wide Web documents (web pages).



Impression: An advertising metric that indicates how many times
an advertising link is displayed.

In-house: Merchant that administers its own affiliate

Internet Service Provider (ISP): The company you call from your
computer to gain access to the Internet.

IP Address:
A unique number consisting of 4 parts separated
by dots, e.g. Every machine on the Internet has a unique IP



A programming language developed by Sun
Microsystems designed for writing programs that can be safely downloaded
to your computer through the Internet and immediately run without fear of
viruses or other harm to your computer or files. Java requires a browser
compatible with Java. Using small Java programs, Web pages can include
animations, calculators, and other features.

Joint Venture (JV):
A general
partnership typically formed to undertake a particular business
transaction or project rather than one intended to continue indefinitely.



The search term that a user may enter at a search
engine. For example, someone who wants to find a site that sells printer
paper might enter ‘printer paper’ at a search engine.

Keyword Density:
The ratio between the keyword being searched
for and the total number of words appearing on your web page. If your
keyword only occurs, say, once, in a page that has twenty thousand words,
then it has a density of 0.005 percent.

Keyword Selector Tool:
Displays how many times a certain
keyword was searched for at Overture (Yahoo! Search Marketing) during a
given month.



Lifetime Commissions:
An affiliate program that pays a
commission on EVERY product or service that the customer buys from the
merchant, once you’ve sent the referral, i.e. the customer is yours ‘for

Lifetime Value:
The total amount that a customer will spend
with a particular company during his or her lifetime.

Link Popularity: The total number of qualified Web sites linking
to your Web site.



Manual Approval:
Process in which all applicants for an
affiliate program are reviewed individually and manually approved.

Merchant: A business that markets and sells goods or services.

Meta Tags: Information placed in the header of an HTML page,
which is not visible to site visitors.

Multi-Level Marketing(MLM) :
known as Network Marketing, MLM involves the sale of products through a
group of independent distributors who buy wholesale, sell retail, and
sponsor other people to do the same.



A newsgroup is a discussion that takes place
online, devoted to a particular topic. The discussion takes the form of
electronic messages called “postings” that anyone with a newsreader
(standard with most browsers) can post or read.

Newbie: Someone who is new to the Internet.

Niche Marketing: Focused, targetable market segment.



Pay-Per-Click (PPC):
advertising payment model where the advertiser pays only when the
advertisement is actually clicked. Also, an affiliate program where an
affiliate receives a commission for each click (visitor) they refer to a
merchant’s web site.

Pay-Per-Lead (PPL):
An affiliate
program in which an affiliate receives a commission for each sales lead
that they generate for a merchant web site. Examples include completed
surveys, contest or sweepstakes entries, downloaded software demos, or
free trials.

Pay-Per-Sale (PPS):
Programs in
which the affiliate receives a commission for each sale of a product or
service that they refer to a merchant’s web site.

Portable Document Format (PDF)
PDF stands for Portable Document Format. It’s a distribution format
developed by Adobe Corporation to allow electronic information to be
transferred between various types of computers. The software that allows
this transfer is called Acrobat.

The amount of money you earn from your sales. For
example, if you sell 10 videos at $47.00 each, and each costs $10 to
produce and ship, your profit would be $37.00 per video or $370.00

Plug-in: A small piece of software that adds features to a
larger piece of software.

A term used to describe a Web site that is intended
to be used as a main “point of entry” to the Web. I.e. is a portal

Privacy Policy:
A privacy policy establishes how a company
collects and uses information about its customers’ accounts and



Reciprocal Linking: The process of exchanging links with other
websites to increase search engine popularity.

Recurring Commissions:
Earn commissions both on the initial
sale and subsequent purchases of the same product or service. Examples of
affiliate programs that may pay recurring commissions are online dating
services and web hosting services.

Referring URL: The URL a user came from to reach your site.

Residual Earnings:
Programs that pay affiliates for each sale
a shopper from their sites makes at the merchant’s site over the life of
the customer.

Return on Investment(ROI): This is
the amount derived from subtracting your net revenues from your total

Total income for your sales. For example, if you
sell 50 ebooks at $27.00 each, your revenue would be $1350.00.



Software that contains additional ‘features’ for
the purpose of displaying advertisements. This software will modify web
pages from their original content to put ads on the user’s computer
screen. Examples of scumware propagators included: Gator, Ezula, Surf+ and

Search Engine Optimization (SEO):
The process of choosing keywords and
keyword phrases relevant to your site or page on your site, and placing
those keywords within pages so that the site ranks well when those
keywords are searched upon.

Search Term Suggestion Tool: Displays how many times a certain
keyword was searched for at Overture during a given month.

The term “spam” is Internet slang that refers to
unsolicited commercial e-mail (UCE) or
unsolicited bulk e-mail (UBE). Some people
refer to this kind of communication as junk e-mail to equate it with the
paper junk mail that comes through the US Mail. Unsolicited e-mail is
e-mail that you did not request; it most often contains advertisements for
services or products.

Spyware – Also known as “adware”:
A program hidden within
free downloaded software that transmits user information via the Internet
to advertisers.

Super Affiliates:
The top 1 or 2% of affiliates that generate
approximately 90% of any affiliate programs earnings.



Targeted Marketing:
process of distinguishing the different groups that make up a market, and
developing appropriate products and marketing mixes for each target market

Text Link: A link not accompanied by a graphical image.

Third Party Tracking Software: Software located on a server
other than your own, that tracks and records visits to your Web site.

Tracking Method: The method by which an affiliate program tracks
referred sales, leads or clicks.

Tracking URL:
A web site URL,, with
your special code attached to it, i.e. ttp://
Visitors arriving at the side are tracked back to you through your special

Affiliate program structure whereby affiliates earn
commissions on their conversions as well as conversions of webmasters they
refer to the program.



Unique User: A unique visitor to your Web site. Probably the
best indicator of site traffic.

Upload: Transferring a file from your computer to another

Uniform Resource Locator (URL):
The address of a site on the World Wide
Web. Here’s an example URL:
The “http” stands for “hypertext transfer protocol”; “://” signals the
beginning of the address; “www.byebye925 .com” is the domain name;
“/articles” is the directory; and “index.html” is the name of the HTML



Viral Marketing: A marketing technique that induces Web sites or
users to pass on a marketing message to other sites or users.

A computer virus is defined as a set of commands,
created intentionally, that will do some level of damage to a computer. A
computer virus does not float around in cyberspace, but is always attached
to something. That ‘something’ could be a text file (MSWord document), an
email, a photo, a music clip or a video clip. Your computer must receive
one of these ‘carriers’ in order to get a computer virus.



Web Host:
A business that provide storage, connectivity, and
services necessary to serve website pages and files

Web Site: A collection of HTML pages.

World Wide Web (WWW,or Web):
section of the Internet containing “pages” of information, including text,
photos, graphics, audio, and video. You can search for documents by using
one of the many search databases. To access the Web, you must use a



Yahoo: The most popular and (perhaps) the most comprehensive of
all search index databases on the World Wide Web. Yahoo’s URL is

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