Acronyms

Your AdMarula guide to digital & search marketing terms and acronyms

AOV

AOV Average order value.

BL

Backlink Backlinks (or back-links) are incoming links to a website or web page.

CLV

Customer Lifetime value The total revenue a business can expect from a single customer.

CPA

Cost per action or Cost per acquisition An online advertising pricing model, where the advertiser pays for each specified action (a purchase, a form submission, and so on) linked to the advertisement.

CPC

Cost per click The sum paid by an advertiser to search engines and other Internet publishers for a single click on their advertisement, which directs one visitor to the advertiser’s website.

CPE

Cost per everything  A collective term for the cost of each single click, lead, action, sale etc.

CPL

Cost per lead
An online advertising pricing model, where the advertiser pays for an explicit sign-up from an interested consumer, interested in the advertiser offer.

CPM

Cost per mille or Cost per 1,000 impressions
The online advert cost per thousand views (M=1,000 in roman numerals), so CPM = C=Cost P=Per M=1,000 as in banner advertising you pay for each 1,000 ad views your banner gets.

CPS

Cost per sale
An online advertisement pricing system where the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement.

CPT

Cost per transaction
A type of CPA method that allows advertisers to pay whenever a visitor who clicked on their advertisement generates a transaction, usually a sale.

CR

Click Rate The actual number of users that click on a banner/ad link.

CSE

Comparison shopping engine or Custom search engine
A price comparison service (also known as shopping comparison or price engine) allows individuals to see different lists of prices for specific products.

CSS

Cascading style sheet
A style sheet language used to describe the presentation semantics (that is, the look and formatting) of a document written in a markup language.

CTR

Click through rate This is the percentage of people who see a link and click on it. Typically, only immediate responses are counted, so CTR may not reflect the cumulative effect if there are delayed responses (meaning that someone sees a link and goes to that URL directly later).

DC

Data center A data center (also called a server farm), is a facility used to house computer systems and associated components, such as telecommunications and storage systems.

dCPM

Dynamic CPM In this model the advertiser continues to advertise as long as his eCPA is under his CPA target, and the publisher advertises as long as the CPM he receives is higher than the competing advertisers’.

DMOZ

Directory – Mozilla The Open Directory Project (ODP), also known as Dmoz (from directory.mozilla.org, its original domain name), is a multilingual open content directory of World Wide Web links.

DMPs

DMPs – Data Management Platforms are essentially data warehouses that help to house, sort and process information into a format that's useful for marketers, publishers and other businesses.

DSPs

DSPs – Demand Side Platforms allow advertisers and agencies to buy ad inventory on an ad exchange through real-time bidding so that impressions or clicks can be purchased as and when needed.

eCPA

Effective cost per action The cost that an advertiser actually paid for each action i.e. the total cost divided by the number of actions.

eCPM

Effective cost per mille eCPM is used to measure the effectiveness of a publisher’s inventory being sold (by the publisher) via a CPA, CPC, or CPT basis.

EPC

Earnings per 100 clicks A metric used within affiliate marketing, to measure the average earnings over a 7 day period that an affiliate can expect to earn for every 100 clicks that they are able to generate. This calculation can be helpful to affiliates when they are seeking out new products to promote.

HTML

HyperText Markup Language The predominant language for construction of web pages. It is used to describe structure and content in text form as well as to compliment text with objects such as images.

IBL

Inbound Link A link from another web page (on a 3rd party website) that links to your web page.

Impressions

The number of times your advertisement is shown on a site.

IPB

Internet business promoter Internet Business Promoter (IBP) is a website promotion software tool that helps website owners achieve high search engine rankings.

LSA

Latent semantic analysis A technique in natural language processing, in particular in vectorial semantics, of analyzing relationships between a set of documents and the terms they contain by producing a set of concepts related to the documents and terms.

LSI

Latent semantic indexing An indexing and retrieval method that uses a mathematical technique called Singular Value Decomposition (SVD) to identify patterns in the relationships between the terms and concepts contained in an unstructured collection of text.

OBL

Outbound link A link from one domain to another is said to be outbound from its source anchor and inbound to its target.

ODP

Open directory project Also known as Dmoz (from directory.mozilla.org, its original domain name), is a multilingual open content directory of World Wide Web links.

OWBL

One way back link

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