Online Glossary

Ad Networks - Are made up of many small web sites as well as from the less visited pages of larger sites. Network ads can reach audiences comparable in size to those at the larger web sites at a fraction of the cost. i.e., Backpage.com; Oodle.com; and Ablewise.com


Banner Ads - 468 x 60 pixels. Banner ads can appear at the top or the bottom of the page. Great for branding and generating traffic.

Cost-Per-Point(CPP)- is a ratio based on how much it costs to buy 1 rating point, or one percent of the population in the area being evaluated. CPP is calculated by using the following formula: Cost of advertising schedule purchased CPP = Gross Rating Points (GRPs or "grips").

CPM- Cost-Per-Thousand(CPM)- is a ratio based on how much it costs to reach a thousand people. CPM is calculated by using the following formula: Cost of advertising schedule purchased CPM = Gross Impressions ÷ 1,000.

Leaderboards - 728 x 90 pixels, long, large ads that usually appear at the top of the page.

Newsletters - Some publications have newsletters that are emailed to their "opt-in" subscribers. The cost varies depending on the number of subscribers, ad size, pg views etc. If the newsletter targets a relevant audience, you should definitely have an ad on it. Newsletters have a limited amount of ads, which mean less competition. To know which newsletters are being offered you should sign up for them on your local newspaper’s website.

Paid Listings - Inclusion in online directories is a great way to generate traffic especially if you can post in directories with relevant content. The cost of paid listings can be very low.

PPC - Pay Per Click advertising. There is a charge every time a visitor clicks on the link. This can be a very effective way to advertise when used with the proper keywords. It can also be very expensive if not managed carefully.

Reposting -Backpage.com and other network directories may have a “Reposting” feaure be sure to use it if they do. Reposting is a great, often overlooked feature, that automatically refreshes your online text ad and brings it back to the top of the page every few days.

ROS - Run of Site. Most websites have different pages / categories. You can place your ad so it can run throughout all sites available or you can choose a specific page / category. ROS is usually less expensive and the best way to go if you want the maximum number of web impressions in a minimum amount of time. ROS is great for branding and usually gives you good click thru results. .

Skyscrapers - 160 x 600 pixels. Tall, vertical ads that usually appear on the right side of the page. .

Sponsor Ads - Another great feature of advertising networks. Sponsor Ads lets you set your ad apart from the other online text ads. Your ad is set off across the top of the page or to the right side of the page. The ad could include mini images to give your customer a small peek at your products. Research shows that surfers usually scan these ads first. For an extremely small fee (sometimes less than $5.00) you can stand out from the crowd. Take advantage of this option if it is available. .

Text Ads - A text ad has a short amount of text and can have a link to your site. The cost varies on text ads - it can be Cost per Click (CPC); Cost per Thousand displays (CPM); Cost per Lead (CPL.


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