Before any business owner or manager gets involved in online marketing, there are certain terms and methods that they should become familiar with. Even if you hire an expert to do your online marketing, it helps to know the lingo of the industry so that you can communicate better with your marketing professional. AdWords Google has a keyword marketing program called AdWords that helps you to advertise your business to customers around the corner, or around the world. This is an extremely comprehensive program that utilizes text and banner advertising to reach your target audience. Pay Per Click Pay Per Click (PPC) marketing is extremely focused marketing that only costs you when someone clicks the link to your site. Many online marketing experts use PPC as a strong enhancement to other marketing campaigns. Analytics Analytics is the word used to refer to all of the information collected about the traffic that visits your website. Marketers use that information to create more effective and accurate keywords. The most popular website traffic analysis tool is Google Analytics Alexa Alexa is a company that operates a very popular form of analytical software that helps to monitor and examine website traffic. Alexa rankings are often used to determine the popularity of websites based on a variety of criteria. Although they really shouldn't as it is a pretty useless tool for measuring site traffic for most sites, especially now with the prevalence of mobile. Cost Per Thousand The Cost Per Thousand (CPM) is the price an advertiser pays per every 1,000 views on a website, with the "M" being the Roman numeral for the number 1,000. Cost Per Click The Cost Per Click (CPC) marketing method is the same as PPC where advertisers only pay for each instance where a banner or link is clicked on by a potential customer. Cost Per Action The Cost Per Action (CPA) approach means that advertisers pay each time a specific action is taken. This can apply to advertising banners, online forms, newsletter subscriptions and any other specific marketing action. The advertiser pays each time the specified action is taken. Affiliate Marketing Affiliate marketing is a way for a company to build up a network of websites that act as sales agents all over the world. In affiliate marketing, the advertiser offers arrangements with website owners to compensate those owners for traffic or sales that come through their websites. One of the more common types of affiliate marketing programs involves advertisers paying a small percentage of the profit made from sales generated by other websites' marketing efforts. Search Engine Marketing Search Engine Marketing (SEM) is a marketing tactic that uses paid advertisements to try and boost a website's standing in search engine results. Search Engine Optimization Search Engine Optimization (SEO) is the process of improving the structure and content on a website so that it appeals to the search criteria for a particular industry. For example, a shoe manufacturer can improve the SEO ability of their website by posting more content relevant to shoes and other topics of interest to their customers. The use of SEO is done to establish a more organic and sustainable presence on the top search engine results pages. Search Algorithm A search algorithm is a process that search engines use to determine where a website ranks in search engine results. In order for a website to get a prominent spot on the first page of search results, that website's marketing team needs to understand the basics of how search engine algorithms work. Opt-In/Opt-Out Marketing professionals only do direct marketing to consumers who have opted-in to receiving marketing materials. For example, when a person signs up for an online newsletter, there is a box to click to indicate that the person is willing to receive marketing emails. Marketing professionals also make sure that every marketing piece sent to a person who has opted-in on receiving those materials also offers the option of opting out of receiving future marketing materials. Responsive Design Responsive design is a form of mobile website development that marketing experts use to maximize the ability of any consumer to be able to read and use a mobile website. Call To Action A Call To Action (CTA) is a statement added to the end of each marketing piece that encourages consumers to take action based on the content of the piece. Native Advertising Native Advertising follows the flow of a website's theme and primary business function to make the advertising look more natural. For example, a tent manufacturer may choose to post a blog to a sporting goods retail website to tell a story that inspires the purchase of a tent instead of simply creating an ad for tents. Native advertising is designed to grab the attention of a website's traffic and encourage the traffic to read the content instead of ignoring it.