Ad Glossary

Below is a list of commonly used terms in the Internet Advertising Industy.

Keyword: These are the word or words typed into a search engine.

Impression: The number of people who have see an specific advert.

PPC (Pay per Click): When an advertiser only pays for adverts that people click on.

CPC (Cost per Click): The amount of money paid per click in a Pay Per Click campaign.

PPI (Pay per Impression): Advertisers pay for impressions regardless of how many people click on the advert. These are usually sold in units of 1000 impressions.

Banner Ad: These are graphical adverts that are either static images or flash movies. Banner implies that the advert has a horizontal orientation.

Sky Scrapper: These are graphical adverts that are either static image for flash movies. Sky Scrapper implies that the advert has a vertical orientation.

ROI (Return on Investment): The amount of revenue generated from a specific marketing expense, expressed as a percentage.

CPI (Cost Per Acquisition): The amount of money spent on advertising to generate a sale.