Owning a Tourism Business is awesome

30 May 2006

Internet Marketing Terms for Beginners

How many hoteliers or dive centre operators have a handle on all these new acronyms and terms used for online marketing?

Answer: very few.

it really can be difficult to work through all of these Internet marketing terms. To help clarify them, here are some definitions of common terms below.

Ad impression: An ad impression, or ad view, occurs when a user pulls up a Web page through a browser and sees an ad that is served on that page. Many Web sites sell advertising space by ad impressions (see CPM, below). Each showing counts as one impression. If someone visits twice, that counts as 2.

Click Through rate (CTR): The percentage of people clicking on a link compared with the total number seeing that same link. Very important ratio to know and follow.

Conversion rate: The percentage of site visitors who respond to the desired goal of an ad campaign compared with the total number of people who see the ad campaign. The goal may be, for example, convincing readers to become subscribers, encouraging customers to buy something, or enticing prospective customers from another site with an ad. This is the prime indicator of success.

Cost per click (CPC): The amount of money an advertiser will pay to a site each time a user clicks on an ad or link.

Cost per thousand impressions (CPM): The amount of money an advertiser will pay for 1,000 ad impressions or views (M refers to the Roman numeral for 1,000).

Keyword: A word or phrase that a user types into a search engine when looking for specific information.

Meta tags: Hidden HTML directions for Web browsers or search engines. They include important information such as the title of each page, relevant keywords describing site content, and the description of the site that shows up when a search engine returns a search. Although they are less important nowadays (Google and Yahoo! don't put much, i f any, weight to them now), they woudl still be foolish to just overlook.

Page view: A common metric for measuring how many times a complete page is visited.

Search engine marketing (SEM): Promoting a Web site through a search engine. This most often refers to targeting prospective customers by buying or optimising for relevant keywords or keyword phrases.

Search engine optimization (SEO): Making a Web site more friendly to search engines, resulting in a higher page rank for specific keyords or keyword phrases.

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