Noordhoff Uitgevers

Digital Marketing Fundamentals - 1st edition 2018


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Conversion attribution
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The contribution of various online ‘touch points’ or traffic sources to the eventual conversion.
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Conversion rate
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The number of conversions divided by the number of clicks on an online expression, for example an advertisement, that was needed to achieve the conversion.
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Cost per action (CPA)
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CPA. Fee per action, for example per brochure request or per item sold.
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Cost per click (CPC)
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CPC. Fee per click.
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Cost per Mille (CPM)
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CPM. Fee per 1,000 impressions.
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CPC
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Cost per click. Fee per click.
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CPM
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Cost per mille. Fee per 1,000 impressions.
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Custom audience
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Target segments for showing advertisements to that are not within the regular selection criteria of the social media platforms. See also: Custom Audience Lists.
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Data feed
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A data file containing products and variables. Also referred to as: product feed.
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Deal ID
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A line of code that allows the advertiser’s system to recognise specific ad space and to direct the campaign on it accordingly.
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Deep linking
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Creating a link to a page ‘deeper’ within the website, such as a product page.
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Deep links
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Links that do not refer to the homepage or landing page, but to ‘deeper’ pages, such as a product page.
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Demand side platform
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DSP. A system (software, usually in the cloud) used for managing and purchasing (programmatic buying) online advertising campaigns via auctions (exchanges).
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Direct selling
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System of selling advertising space in which this space can be purchased directly from the website owner.
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Direct-response bannering
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Form of online advertising where the advertiser only pays when the banner is actually clicked on (cost per click, CPC) or even only when a conversion is achieved (cost per action, CPA).
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Display advertising
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Online advertising via banners, such as a rectangle, skyscraper, leaderboard or rich media.
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Dripping strategy
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Brand communication strategy in which the advertiser decides to advertise more frequently or intensively during specific predetermined moments or after certain promotional offers or events.
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Effective cost per click (eCPC)
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Method for comparing the different models in which the costs are converted to a result per click.
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Email template
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Campaign material in affiliate marketing; the design of an email in the way that the recipient will finally receive the email (including text, images and call-to-action buttons directing to the advertiser’s website).
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Exclusion pixel
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A variable that the ad server can recognise in order to prevent display ads from being displayed in places that are not suitable or from showing them to specific people, such as existing customers.
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Expandable
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Banners that ‘fold out' when you move the mouse pointer over the expression.
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Fingerprint tracking
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A method used in affiliate marketing to assign clicks to affiliates by looking at the IP address in combination with the browser settings of the visitor.
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Fixed
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A specific banner position which, for a fee, is displayed during a predetermined amount of time or for an agreed upon volume of impressions. The banner is exclusively displayed in that single position.
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Flash
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A technology that allows for the addition of better looking and smoother animations.
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Flights
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Predefined periods of time, stated in the media plan of a campaign, during which advertisements will be displayed.
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Floor ads
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Wide banner expressions that are often displayed over the full width of the bottom of a web page.
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Frequency cap
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Determines how often one unique visitor will get to see a certain advertisement. Also referred to as: cap.
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Full banner
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Increasingly less often used type of banner with a size of 468 × 60 pixels.
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Geographical targeting
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Showing online ads exclusively to people who belong to a specific geographical segment.
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Going live
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Launching an online advertising campaign.
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Google AdWords
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Google advertising program for search engine marketing.
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Google Display Network (GDN)
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Sites or apps that Google has purchased space from for showing advertisements that have something to do with the content of that site or app.
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Google Shopping
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A Google portal that draws the attention of the user to products and their prices in Product Listing Ads (product feeds).
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Half-page ad
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Type of banner with a size of 300 × 600 pixels, great visibility and high impact.
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High impact communications
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Better looking and complex banners displaying, for example, combinations of text and moving images.
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Highlight extension
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Extension in Google AdWords that allows for the addition of an extra line to the advertisement in which the advertiser’s USPs (unique selling points) can be ‘highlighted’.
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Highly commercial
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Descriptive term for keywords with a lot of competition.
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Homepage take-over
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When a homepage is, as it were, fully taken over by a banner.
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HTML5
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Technique that has the same good-looking and smooth animations as Flash does, but is also suitable for displaying on tablets and smartphones.
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