Lesson 1.3 Glossary. Traffic Channels
Due to the large number of different traffic channels in this direction, there is a huge number of abbreviations. I will try to mention the terminology used only by the general public, without such specialized designations as MENA (Middle East / North Africa), COD Nutra (cash on receipt) and others that only specialized industries work with.
- Traffic. From English traffic – movement. Traffic can be incoming – from various advertising channels, outgoing – transitions from your site to other sites, for example, a link to the site of the developer company that is posted in the header or a link to your social network, and internal traffic – transitions from links from one page of your site to another page of your site.
- Traffic channel – these are the sources from which visitors come to the site, for example, Google Ads, Facebook, direct traffic (from a tab in the browser), organic traffic, their product ads from social networks, etc. We will talk about the subject terminology of each traffic channel directly in the topic.
- Click – an action similar to a mouse click, but nowadays it is also a finger press on a smartphone touch screen on an advertisement, link, button, after which some action occurs, for example, a transition to a site or opening a feedback form.
- Transition – an action in which a person after a click follows a link to a page or the desired part of a page, or to an external resource, for example, to another site.
- Visitor – a unique user who followed the link in the ad, as well as any person who was present on your site and performed any actions on it, at least – loaded a page of the site.
- Clicking – clicking on an ad, opening the page until it loads (1-2 sec.) and leaving.
Popular models of work in advertising and its settings: - CPC – cost per click or PPC – pay per click – payment for clicks. Click = transition to the site.
- CPM (coast per mille/thousend) payment for 1000 impressions.
- PPI – pay per impression – payment for impressions
- CPT (coast per time) – payment for the time of impression
- CPA (coast per action) (PPM – pay per move) – payment for a certain action, for example, for adding a product to the basket.
- CPS (coast per sale) (PPS – pay per sale) – payment for sale, purchase
- CPL (coast per lead) – payment for a lead
- CPI (coast per install) – payment for installation, used in advertising various applications.
- Offer or USP – a unique selling proposition, the text of your ad that conveys the very essence of your offer, an advantage over competitors and helps the client take further action.
- Contextual advertising – advertising that matches the context of the user’s request. Often referred to as “advertisement” in search engines.
- Organic traffic – traffic coming from search engines, not advertising. Also called SEO traffic.
- Targeted advertising – advertising that takes into account some target indicators (gender, age, interest). Used in setting up advertising on social networks.
- Teaser advertising – (English teaser “teaser, entice”) – an advertising message constructed as a riddle, which contains part of the information about the product, but the product itself is not fully demonstrated. Teasers usually appear at an early stage of product promotion and serve to create intrigue around it. A marketing technique based on the use of teasers is called teaser advertising.
- Media advertising – or display advertising, a type of advertising focused on the spectacular perception of the audience. It is developed using special techniques to attract the attention of readers and can include text, a company logo, photographs and other images, indicate the location on a map, etc. It is used in social networks, YouTube and many other places.
- GDN – Google Display Network. A large Google affiliate network that hosts various ad formats.
- Affiliate network – an advertising platform that includes a huge number of partner sites with different audiences and ad display formats.
- E-mail traffic – traffic coming from e-mail newsletters.
- Link traffic – users coming from various external links to your resource, often video hosting sites like YouTube or links in social networks, forums.
- Messengers – traffic for generating leads from messengers.
- SMM – social media marketing, traffic coming from social networks
- Push notifications are interactive messages sent to the desktop or mobile device of a user who has agreed (subscribed) to receive browser notifications.
- Popunder – Full-screen format, launched by the first click on the site. Advertising appears behind the web page and remains in the background until the active window is closed. Does not interfere with viewing the content.
- IPP – In-page push – a pop-up notification, often at the bottom of the screen
- Native advertising is a way for an advertiser to attract attention in the context of the site and user interests. In the original, it is perceived as part of the site being viewed, takes into account the features of the site, is not identified as advertising and does not cause rejection in the audience.
Often channels overlap with each other and smm traffic to the site is also link traffic, but link traffic is a general definition and includes both smm and links on YouTube channels, articles, reviews.
Thus, to display ads, you need to understand where you want to place your offer, where it will lead. Actually, your offer should depend on this.
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