All posts tagged ‘advertising’

File Under: Glossary

Call to Action

Have you ever seen an advertisement that implored you to “Call now!”? Of course you have. Call to action is a term for the copy in an ad that implores the viewer to do something specific in response to the advertisement. “Click here” and its variants are the most popular calls to action in online advertising.

File Under: Glossary

Pageview


A pageview – a single screen of content – refers to the sum total of what a user sees in a browser window. Before frames came along, pageviews were a hell of a lot easier to explain and to track:the page you saw was one simple page of content. But frame-based pages are comprised of a whole mess of documents. The Webmonkey frontdoor brings together three different pages:the frameset itself, the content page in the top frame, and the ad called up in the bottom frame. Yet in the language of pageviews, these three pages add up to a single pageview.

File Under: Glossary

Clickthrough

Clickthrough, or clickthrough rate (CTR), is the percentage at which viewers click on online ads and go to the advertiser’s site – whether to sign up for something, to make a purchase, or just to find out more.

The clickthrough percentage calculation is arrived at by dividing the gross number of clicks by the gross number of advertising impressions served.

File Under: Web Services

Get Started With AdWords

With the proliferation of ad-blocking software, and, worse, the widespread anesthesis of the ad neuron in web surfers’ brains, the classic 468×60 banner ad is not the unquestioned moneymaking powerhouse it once was. Advertisers are looking for alternative ways to grab attention.

One inevitably popular approach is to make web ads bigger, flashier, more ubiquitous, and more obtrusive. Flash-based banners, JavaScript popups and popunders, interstitial ad pages, enormous images — these build brand awareness, true, but they are expensive, and risk irritating and possibly alienating potential customers.

There is an alternate approach that’s quickly grown in popularity. Current web darling Google, which is praised for its pin-neat interface (among other things), has long been leading the charge toward small, simple, text-only ads. These ads are set apart in their own table cell off to one side, shaded a different color so they stand out and are easy to notice without being annoying. They are cleanly delineated and out of the way of those who are not interested in them, but easily accessible to those who are. In this way they are presented as a resource, an offer of assistance, rather than a hard, insistent pitch.

Some other sites offering this type of advertising (referred to in some circles as “micro-ads”) simply deal them out from a pool willy-nilly, so that any time a page is viewed it will contain a different ad. Google’s ads, however, are tied into the site’s search engine functionality, synergized or “targeted” if you will, to improve their response rate dramatically.

Continue Reading “Get Started With AdWords” »
File Under: Glossary

CPC

Cost per click (CPC) is a method of charging advertisers for the user clicks their advertisements have received.

Cost per click is the going method for charging for targeted advertising, such as search ads, while cost per impression (CPM) is largely associated to branding advertisements, such as banner ads. Cost per acquisition (CPA) charges only for users who have committed a transaction or conversion.