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The ultimate online marketing glossary

När man arbetar med internetmarknadsföring konfronteras man dagligen med begrepp och termer som man kanske inte vet vad de betyder. Själv lärde jag mig nu i veckan uttrycket ”fiskpinne”. Så jag har sammanställt en ordlista för dig som jobbar med onlinemarknadsföring! Lägg gärna till nya ord i listan genom att posta en kommentar nedan.

When working with online marketing, you are almost daily confronted with concepts and terms that you might never have heard before. So I decided to make a glossary. Feel free to add to the list by posting a comment below!


  • Actions: The action a customer takes after having clicked on your ad. (Downloads, Product-comparison, Find Retailer, etc…)
  • Ad Serving: The technology and service that places advertisements on websites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.
  • Ad space: The space on a Web page available for advertisements.
  • Advertiser: Any individual or entity purchasing online advertising space including agency media buyers, OEM media buyers, and sole proprietors.
  • Advertising network: A network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.
  • AdWords: With Google AdWords, Internet marketers can bid an amount they’re willing to pay when an ad is clicked. They ad is displayed in the sponsored search results for a keyword or key phrase (to the right in Google, also called sponsored links)
  • Adsense: Google advertising program. Publishers who sign up dedicate specific locations within their website where ads will be shown.
  • Affiliate: A site owner (also called publisher) who displays your ads on his/her site in exchange for money.
  • Agency: An organization tasked with the responsibility to design, produce and manage the advertising for its customers. Agencies that handle digital creative and online campaigns are typical called interactive agencies. Many agencies handle both interactive and traditional media.
  • Animated GIF: A graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.
  • AOV: Average Order Value. What people spend on average when ordering products or services from you.
  • Avg. CPC: The average amount you pay each time someone clicks your ad. Average CPC is determined by totalling the cost of all clicks and dividing it by the number of clicks.


  • Banner ad: A graphical advertising unit, showing up a web page.
  • Below the Fold: The Portion of a web page that is viewable in the Internet browser window only after scrolling.
  • Brick and Mortar: Term used by Internet marketers to refer to the portion of a business that is conducted at a physical address, as opposed to online; the opposite of e-commerce.
  • Bounce Rate: A bounce is when a visitor enters the site, but does not interact with it before exiting (or timing out). Bounce Rate is the percentage of the visits bouncing.


  • Clicks: The number of times people who have watched your ad have clicked on it.
  • Click-through: The process of clicking through an online advertisement to the advertiser’s destination.
  • Click-through rate (CTR): The number of clicks your ad receives, divided by the number of times your ad is shown (impressions), expressed as a percentage.
  • Cookie/tracking cookie: A cookie is a file sent by a website and saved by a users a web browser used to record a user’s activities on a particular websites. Cookies can be used to track where a users came from (referring link), what ads they clicked on etc.
  • Commission: A fee paid to an affiliate or partner who drives traffic to the merchant’s website resulting in a sale. Commissions can be based on a flat fee or percentage of sale.
  • Cost-per-action (CPA): Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations. In this advertising model, the advertiser pays a flat fee or percentage of sale for each conversion, regardless of click-through or conversion rates.
  • Cost per click (CPC): The cost or cost-equivalent paid per click-through.  In this advertising model, the advertiser pays a flat fee for each click.
  • CPM: Cost per a thousand impressions.  In this advertising model, the advertiser pays a flat fee for 1000 impressions, where each impression is an instance of their ad being displayed.


  • Deep link: A link to a specific URL that is not the start page. For example, if the start page is, a deep link would be to a page like


  • Exit: Someone leaving a website, by closing the browser, timing out or moving on to another website.


  • Fiskpinne: Benämning på format på en liggande banner som liknar en fiskpinne.
  • Follower (Social Media): A person who has signed up to read each new posting that another person makes on Twitter. The equivalent of a subscriber.
  • Funnels (Website analytics): A pre-defined target path though the site, connected to a goal set in your analytics platform. That is a visitor’s navigation via a number of pre-defined pages, before ending up at a final goal page.


  • Geo Targeting: Serving of ads to a particular geographical area or population segment.
  • Goal (Web Analytics): A pre-defined target in your web traffic measurement tool. It can be number of visits to a specific page, number of pages per visit or time spent on site.
  • Google Analytics: A tool for measuring traffic to and on a website.


  • Home page: The main/start/index page of a web site.
  • Horizontal: Another word for a banner format that is wider than it is high.
  • HTML: Hyper Text Markup Langage. A web standard for structuring information (text, hypertext, media and built-in objects) on a website.


  • Impression: Single instance of an online advertisement being displayed.
  • Interactive agency: An agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.
  • Interstitial: An advertisement that loads between two pieces of content on a page.


  • Keyword: A word or phrase used to focus an online search and to target advertising. Keywords are vital to identify in order to optimize your websites page visibility in search engines. Advertisers can purchase keywords on search engines to guarantee that their website information or ad is displayed prominently.
  • KPI: Key Point of Investigation, a parameter defined as one of the most relevant ones for measuring results of an effort (regarding marketing, communication etc).


  • Landing page: A dedicated page on your website designed to attract and welcome visitors who have clicked through to your site via an external ad or link.
  • Likes (Facebook): A confirmation that a person “likes” something, via a click on a Facebook “Like” button. When a person actively clicks to “like” something (such as a Facebook page, an article or a web page) it is shared with this person’s Facebook friends and saved in the Facebook information about this person.


  • Make-Good: Impressions not delivered. If 600,000 impressions are bought and only 200,000 are delivered, the make-good is 400,000. Make-good impressions typically run in the month following the end of a campaign or are credited to the campaign invoice.
  • Media Buyer/Media Planner: An individual working directly for an advertiser or for an advertising agency, who is responsible for purchasing advertising space both in ”traditional media” as well as in social networks, blogs, webTV, search and mobile.
  • Media plan: The distribution of a business’s advertising budget to different advertising media.
  • Media kit: A resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.


  • Natural Search: Synonym for Organic Search; The process of generating search engine results based on their perceived relevance to a search terms, or a keyword, entered by a search engine user


  • Organic Search: Synonym for Natural Search; The process of generating search engine results based on their perceived relevance to a search terms, or a keyword, entered by a search engine user.
  • Off Page SEO: Refers to optimization strategies outside of your website’s design such as link building with authoritative sites with relevant content.
  • On Page SEO: Refers to website implementation strategies to optimize position of a website in search results of particular words or phases.
  • Opt-in: The act of a subscriber requesting to be sent information via emails and providing you official, legal permission to do so.
  • Opt-Out: The action a subscriber takes when they request to be removed from an email list.


  • Page Rank: An algorithm used by Google that assigns a value of 0 – 10 for each web page on the Internet; websites assigned a value of 10 deemed by google to be the ”most important” within a set of related pages
  • Page view: Request to load a single HTML page.
  • Pay per click (PPC): Online advertising payment model in which payment is based solely on qualifying click-throughs.
  • Position: A statistic attributed to each of your keywords in a search engine marketing (SEM) campaign. An average position of ’1.7’ means your ad usually appears in positions 1 or 2.
  • Publisher: An individual or entity selling online advertising space.


  • Rich Media: A general term used to describe advances in online creative that take advantage of features such as animation, audio and video. Rich media takes many different digital file forms. Rich media creative requires more bandwidth and sometimes even software modifications for older systems. Rich media creative will become more useful as users’ bandwidth increases.
  • Run of network (RON): Ad buying option in which ad placements may appear on any page on sites within an ad network.
  • Run of site (ROS): Ad buying option in which ad placements may appear on any page of the target site.


  • Search Engine: A program that acts as a catalog for the Internet. Using keywords, search engines to help a user locate their desired information. Examples: Yahoo, Google, Overture, Alta Vista, Lycos, and Excite
  • SEM: Search Engine Marketing is the discipline of applying tools such as Google Adwords and other PPC – Pay Per Click adverting.
  • SEO: Stands for Search Engine Optimization and is a technique of intentional use of keywords within a web page to improve a pages position in search results for that keyword.
  • SERP:Stands for Search Engine Results Page. SERP refers to the listing of links to web pages returned by a search engine query.
  • Share of Voice (SOV): A Share of Voice is the amount of a brand’s or group of brands’ advertising expressed as a percentage of a defined total market or market segment.
  • Skyscraper ad: An online vertical banner in the form of a tall building– usually 160×600 pixels in size.
  • Sponsorship: Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated placements other than the common banner formats i.e:


  • Text ad: Advertisement using text-based hyperlinks.
  • Third Party Serving: The technology that pushes ads out to websites and allows advertisers to track the performance of these ads.
  • Tracking Pixel: The method used to track post-click actions. A small piece of HTML code is placed in the advertiser’s action page. This causes a single pixel GIF image (1X1) to be loaded, which triggers a corresponding tracking cookie on the visitors computer. Each such hit generates a tracking event, so that the advertiser can count the visits.
  • Traffic Cost: The traffic cost is the total amount you pay for all clicks that have been generated by your ads.
  • Tweets: A posting in the social media channel Twitter.
  • Time on Site: Shows how long each visit lasts.


  • URL: Universal Resource Locator. The location (or address) of something on the Internet.
  • Unique Visitor: Unique Visitors represents the number of different (counted only once) visitors to the websites over the specified time period.


  • Visit: Visits represent the number of individual sessions initiated by all the visitors to the site. If a user is inactive on the site for 30 minutes or more, any future activity will be attributed to a new session.

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