Okay, your trying to draw attention to your website using advertising. You worked on the SEO aspect and that is working, but you think advertising could help your business even more. Luckily there are many ways to advertise and many sites to advertise with. However, not all of these sites are worth the time or money. Be very wary of advertising on sites with low page ranking, sites that are possibly blacklisted, and sites that are possibly running outside of legal norms. Advertising credits can be earned from Google, Bing, and Yahoo. These credits can give you a start on advertising using text or graphics, as well as show information that can allow you to tweak the wording or sites you use to advertise on. Although advertising seems to be easy, there are actually many ways to track, correct, and implement an advertising campaign. Some of the more common terms of advertising and the definitions follow below:

Advertising Campaign

An Advertising Campaign is a series of advertisements that are placed in tandem to garner a specific result or goal. Using multiple Advertising Campaigns together, you can work on both short-term and long-term goals in order to continuously better your sales.


A Click is better known as following a link or advertisement from one site to another (or one page to another page).

Click Through Rate (CTR)

A Click Through Rate (CTR) is a way of measuring the success of ad impressions and the end result of the click (buying a product, asking for a consultation) The higher a CTR, the better your advertising campaign is doing.

Cost Per Click (CPC) or Pay Per Click (PPC)

Cost Per Click (CPC) or Pay Per Click (PPC) is the amount of money a advertisement owner pays a advertisement displayer to display the advertisement on whatever medium it is shown (website, video, game, mobile to name a few) once the advertisement has been clicked.

Hit(s) or Unique Hit(s)

A Hit is a single request from the server for one file. As most sites include many files to access one page, you may see multiple hits for one page. A better way of accessing total Hits is using a Unique Hits counter (counting different IPs, each as a unique person)

Page Impressions (PI) or Advertisement Impressions (AI)

Page Impressions or Advertisement Impressions as related to an Advertisement Campaign is a counter of how many advertisements were loaded or impressed on pages.

Return On Investment (ROI)

A Return On Investment is how the Advertisement Campaign, Web Design, SEO, or SEM either positively or negatively impacted the bottom line of the business. A break even could be considered negative depending on the business model.


Targeting is making use of specific keywords or terms in order to reach a specific audience. This can be used in Advertising Campaigns in order to show Advertisements when only specific terms are on the page or in the search bar. In SEO this is used to bring the site or online medium higher up on the search rankings in order to reach the specific audience.


A Visit is the culmination of a IPs time on the web site. This can include transactions, page views, video views, and overall time spent viewing each. This can help with making certain pages more user interactive, fixing problems, and finding out what is working best for the site.

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