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Pay Per Click
(PPC)
Impression
This term is often used to tell advertisers
how many times their banner ad was seen
by visitors viewing the page. Impressions
(page views) describe the information
received by a Web site visitor after
he or she has downloaded all the elements
(text and graphics) that make up a single
Web page. A reasonable rule of thumb
is that approximately 10 "hits"
equals one page impression. See also
hit.
Landing Page
The page on a web site where one is
taken after clicking on a advertisement.
While this can be any page, it is often
a page designed to expand on the service
or product mentioned in the initial
advertisment.
pay per click search
engine
Search engine where results are ranked
according to the bid amount, and advertisers
are charged when a searcher clicks on
the search listing.
Pay per click search
engines
Search engines where web sites can bid
for which placement they want.
Web site owners pay the search engines
every time someone clicks on the link
of the search engine. This way you only
pay for actual visitors, not just for
impressions.
Proof of performance
Some advertisers may want proof that
the ads they've bought have actually
run and that clickthrough figures are
accurate. In print media, tearsheets
taken from a publication prove that
an ad was run. On the Web, there is
no industry-wide practice for proof
of performance. Some buyers rely on
the integrity of the media broker and
the Web site. The ad buyer usually checks
the Web site to determine the ads are
actually running. Most buyers require
weekly figures during a campaign. A
few want to look directly at the figures,
viewing the ad server or Web site reporting
tool.
Up Sell
The process of making an additional
offer for related products/services
to a customer after they have committed
to a sale but before they have completed
the transaction.
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