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Local Online Advertising For Dummies Cheat Sheet – For Dummies

October 23, 2011

Local Online Advertising For Dummies From Local Online Advertising For Dummies by Court Cunningham, Stephanie Brown As more consumers look online for local products and services particularly using search engines like Google, Yahoo!, and Bing, local businesses are realizing that advertising online is a necessity. Of course, local online advertising can be complicated and downright intimidating. Start thinking about local online advertising by reviewing commonly used terms and tips for creating a great Web site, as well as resources where you can get more information. Glossary of Local Online Advertising Terms To be successful at local online advertising, you have to understand how it works, and for that, you need to understand online advertising jargon. The following list defines some of the more commonly used terms for local online advertising:Bounce rate: The percentage of visitors to your Web site who exit your site after viewing only a single page.Call to action: A statement in an advertisement or Web page that instructs the reader to take some kind of action.Click-through rate CTR: The percentage of paid search or banner ad impressions that are ultimately clicked.Content network: The large network of sites associated with the Google AdWords platform where advertisers can advertise based on contextual relevance as opposed to an actual search query thats made.Conversion rate: The percentage of people within a group that take a desired action in regards to your advertising.Cost-per-acquisition CPA: The total advertising expenditure necessary to acquire a new customer.Cost-per-click CPC: The amount charged to an advertiser for a single click. These types of charges are usually most common with paid search advertising on search engines and with some types of banner advertising.Cost-per-lead CPL: The total advertising expenditure necessary to acquire a new customer lead.Google AdWords: The platform through which businesses can advertise in Google’s sponsored search results as well as Google’s Search and Content Networks.Impression: Represents one display of an ad on a Web site.Internet Yellow Pages IYP: Any of several Internet properties that contain business listings across multiple industries organized by geography and industry.Landing page: The Web page that someone is directed to after clicking a corresponding ad.Lead: A prospective customer.Lead aggregator: A business that generates leads for various industries and then sells those leads to one or more businesses in those industries.Local listings: A special section on search engine result pages reserved for local businesses that match a particular search criteria. These list

via Local Online Advertising For Dummies Cheat Sheet – For Dummies.

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