Internet Marketing Terms

Here is a relatively comprehensive list of internet marketing terms that you might run across when constructing your small business ad campaign.

PPC -- Pay Per Click, otherwise known as PPC, is a kind of small business advertising initiative that siphons directed traffic to web sites vis-à-vis search engine ads. PPC is one of the most popular marketing strategies for up-and-coming small business owners.

CTR -- the CTR, also known as the click through rate, is the median number of clicks that a Pay Per Click small business advertisement gets per 100 views. Ideally, your CTR should be as close to 100 percent as possible. However, sometimes you want a more refined traffic stream, and a super high CTR may not yield ideal results for your small business.

PFC -- PFC, also known Pay For Calls, is another type of so-called pay for performance advertising used often in small business. Whereas Pay Per Click ads funnel leads to web sites, Pay For Calls small business ads send customer traffic to phone banks vis-à-vis a 1-800 hotline. Small business entrepreneurs get charged for each PFC call, and a PFC lead is in general more expensive than a concomitant PPC lead.

Ad Impression -- a single viewing of a search engine pay for performance ad from an individual web browser. Some pay for performance models charge small business advertisers per impression, while others charge per click through or per call (for PFC small business models).

Clicks -- an online ad parlance which refers to a mouse click over an impression, online ad, or web site URL. Ideally, you want to limit the number of “clicks” between your shopping cart and your customers. Studies have shown that web surfers get distracted if they have to click more than four or five different times before getting to something substantive.

Visitors -- a “web visitor” is a person or directed browser who arrives at a small business web site. While it’s important to generate a steady stream of visitors if you want your ecommerce small business site to succeed, it’s equally important to create conversions.

Conversion Rate -- the rate at which the visitors to a small business web site “convert” (buy, subscribe, sign up for a list serve). Usually expressed as a percentage formulated by number of visitors out of 100 who take action.

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