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Glossary of Terms As your company begins to learn about advertising on the Internet, certain terms and related jargon will come up rather frequently. While other search engines hound potential sponsors with aggressive salespeople who use these terms as forms of buyer intimidation, Azoos.com presents them in plain, simple terms -- viewable from any web browser! Actuals - The term "actuals" refers loosely to one of several methods of billing that a search engine might practice. Most sites can tell potential advertisers in advance exactly how many impressions will be served during a particular month. They then have sponsors sign a contract agreeing to purchase that number of impressions over a 3, 6, or 12 month period. If a greater or smaller number of impressions ends up being delivered during any given month, the advertiser is still billed for the agreed upon amount with any deficiency being made up for only during the last month. In contrast, those search engines who charge advertisers based on "actuals" will bill for a different amount each month -- reflecting only the amount of impressions actually delivered. Click Through Ratio - Nope, it's not hard geometry! It's actually simple mathematics. Take the number of times a sponsor's banner is displayed and divide it by the number of people who actually click on it. The resulting % is the advertiser's click through rate -used to measure the success of their online ad campaign. Most search engines provide their sponsors with private site locations to log in and check related campaign performance statistics. CPM - Cost per thousand banner displays. A $9/cpm rate means that a sponsor will be charged $9 for every 1,000 times their banner is shown. Creatives - This term is used to describe banner ads created by the sponsor and sent to the search engine's placement team. Really, it's just another term for "banners!" General Rotation or Run Of Site (ROS) - This form of banner advertising is the most untargeted of all but it's also the least expensive! It implies that the sponsor's ads will be run in circulation randomly around the search engine's various pages without targeting any particular section of the site. Impressions - Each time an advertiser's banner is displayed, one "impression" is counted. Insertion Order - Presumably clever salespeople tend to use this terminology to replace the less appealing word for what they are actually sending you to sign: a contract! Targeted Banners - Although a bit higher in price, targeted banners offer sponsors the unique opportunity to select the specific category pages on which their banners will appear OR to select particular keywords that, when search for, will produce results with that sponsor's banner displayed. More
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