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A/B testing (also called split testing, bucket testing or split-run)
Creating another version of an ad to find out which one is more effective. This is a method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.

above the fold
The section of a webpage that is visible without scrolling. The "fold" varies depending on the resolution settings on a user's monitor. At lower settings (640x480) the fold is relatively high on the page. At higher settings (1280x1024) the fold extends much further down the page.

An email certification process which ensures that accredited “trusted senders” can email freely without fear of being blacklisted as spammers. This certification is performed by independent accreditation programs that have strict rules of email-sending conduct. The top two accreditation programs are:

ISIPP's SuretyMail
• Return Path's Certified Sender

acquisition cost (see customer acquisition cost)

ad blocking
The blocking of web advertisements, typically the image in graphical web advertisements.

ad rotation
Showing a different advertisement - usually a
banner -- on a webpage from a predetermined selection each time the page is viewed.

An advertisement service provided by Google. AdSense is a popular way for websites to make money from ads, from part-time bloggers to some of the largest publishers on the web. AdWords pay Google either by the click (
PPC) or impression (CPM). In turn, Google shares a percentage of that revenue with the AdSense publishers. (see also contextual advertising)

ad space
The space on a webpage available for advertisements.

ad tracking
Measuring the response rate -- clicks, leads, sales, etc. -- to an advertising campaign.

advertising network
A network representing many websites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys. Ad networks vary in size and focus. Large ad networks may require premium brands and millions of impressions per month. Small ad networks may accept unbranded sites with thousands of impressions per month.

Google's advertising program that is one of the most popular forms of ad affiliate plans on the web. AdWords offers pay per click (PPC), cost per thousand (CPM), and site-targeted advertising for text, banner, and rich-media ads. This is Google's main source of revenue.
(see also contextual advertising)

Abbreviation for Attention, Interest, Desire, and Action.
This is the traditional model of how advertising works, by first getting the consumer's attention, then their interest, then desire, and hopefully action.

affiliate (also called associate)
An affiliate is a person who markets another company’s products or services. Affiliates can drive traffic to a merchant’s website, or they can make sales on that merchant’s behalf, in exchange for a percentage of the profits.

affiliate directory
A categorized listing of affiliate programs. Affiliate directories are a popular starting point for finding and comparing various merchant's programs. Example: Affiliates Directory

affiliate forum
An online community where visitors may read and post topics related to affiliate marketing. Affiliate forums provide an opportunity to bypass merchant hype and discover what is really happening in the affiliate marketing industry. The discussions usually revolve around which programs are converting customers and which programs are making payments. Example: Affiliate Marketing Forum

affiliate fraud
Bogus activity generated by an affiliate in an attempt to generate illegitimate, unearned revenue. Fradulent activity by affiliates comes in both automated and non-automated varieties. Automated scripts attempt to mimic the activity of legitimate, human visitors. Non-automated schemes may involve coordinated efforts by humans actively generating excess clicks or registrations.

affiliate marketing
Revenue sharing between online advertisers/merchants and online publishers/salespeople, whereby compensation is based on performance. The advertisers/merchants are typically referred to as affiliate merchants or vendors, and the publishers/salespeople are referred to as affiliates. Benefits of affiliate marketing include the potential for automating much of the advertising process (accepting and approving applications, generating unique sales links, tracking and reporting of results) and payment only for desired results (sales, registrations, clicks).

affiliate merchant
(also called affiliate vendor)
The advertiser in an affiliate marketing relationship. The affiliate merchant is responsible for implementing a sales tracking system, providing a selection of linking methods, attracting affiliates, monitoring results and paying affiliates.

affiliate network
An intermediary providing services, including aggregation, for affiliate merchants and affiliates. For affiliate merchants, services can include providing tracking technology, reporting tools, payment processing, and access to a large base of affiliates. For affiliates, services can include providing one-click application to new merchants, reporting tools, and payment aggregation. Example: ClickBank

affiliate program
A system where a merchant or advertiser pays other sites a commission for sending visitors to their site. Commissions may be calculated per click, per lead or per sale.
• If you are selling your own products (or simply need more traffic), you can set up an affiliate program to draw traffic to your site.
If you are looking to make money from your site, you can join affiliate programs and earn money when your visitors click or buy from these advertising links. Most good affiliate programs are free to join.
If you sell advertising space on your web space, you can use affiliate programs to earn additional income, or for unsold inventory.
If you sell your own products, there is nothing to stop you recommending related products (via affiliate links) to your customers.

affiliate software
Software that, at a minimum, provides tracking and reporting of commission-triggering actions from affiliate links. Affiliate merchants that run 100% in-house affiliate programs need to find affiliate software to handle transaction tracking and reporting. Solutions range from free and almost-free scripts to expensive software packages. Affiliate merchants that use affiliate networks do not have to directly manage the affiliate software, although integration must occur between the affiliate merchant's site and affiliate network's software.

ALT text
(also called alt attribute)
HTML attribute that provides alternative text when non-textual elements, typically images, cannot be displayed.

anchor text
Anchor text is the visible part of a basic text link. The clickable, blue, underlined words on this page are all examples of anchor text. The difference between anchor text and a link is that links contain anchor text.

animated GIF
A graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images. Animated banners are made up of a series of frames. An individual display time is set for each frame, measured in fractions of a second.

anonymous FTP
(also called anon FTP)
An option in FTP that allows users to download files without having to establish an account.

An open source web server software. Apache is found primarily on Unix-based operating systems, but is also available for Windows and other platforms.

application service provider (ASP)
Provider of applications/services that are distributed through a network to many customers in exchange for a stream of smaller payments as opposed to one fixed, upfront price. The term application service provider is often abbreviated as ASP. This is not to be confused with the ASP programming language (active server pages).

article directory
An article directory is an online collection of free text-based articles, usually organized by subject matter. Writers can submit their articles to the directory, and webmasters can choose from literally thousands of relevant articles to beef up their website’s content.

• Article directories have rules: you can’t change the text of an article, and you must publish the author’s name and contact information (often contained in the article’s sig file).
Article directories can be an excellent tool in search engine optimization. For example, each time a website publishes your article and sig file, you will have a new relevant inbound link to your site -- not to mention the traffic from readers who click the sig file information!
An example of an article directory is

ASP Hosting
Web hosting that supports the Active Server Pages programming language, a server-side scripting environment from Microsoft. A *nix version of ASP was developed by Chilisoft, which was later acquired by Cobalt Networks, which was later acquired by Sun Microsystems.

An audioblog is a blog that publishes sound files instead of text files. Audiobloggers record their blog entries then post the resulting sound files on their website. Audioblog visitors can download and play these sound files using their home computers, portable MP3 players, cell phones, or any other device that can store and play sound.

(also called auto-responder)
A program that sends an automatic form response to incoming emails. Many autoresponders involve a standard response sent to all emails received at a certain address. However, custom autoresponders are also available to respond based on a set of user-defined rules.

Email Marketing $19/Month!

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