Chapter 7: Promoting & Maintaining a Web Site

Banner ad

a horizontal rectangular Web page advertisement that links to the advertiser's Web site.

Reciprocal link

a link between two Web site owners who agree informally to put a respective link to the other's site on their Web pages.

Broken link

a link that no longer works

Benchmark

a measurement standard with which actual performance can be compared.

Sidebar ad

When a banner ad is a vertical rectangle, it is sometimes called a _________

Publisher

the Web site that has space to display the ads is the______

Impression

the number of times the ad is viewed, or on the number of click-throughs to the advertiser's site.

Conversion rate

the rate at which a visitor who is shopping at the site becomes a buyer of the site's products or services.

Flash movie ad

type of multimedia ad

Link exchange program

use reciprocal links in a more formal manner and on a much larger scale. Some _______ offer reciprocal links free to members; others charge a fee to establish reciprocal links

Page views

used to determine page popularity.

Self-testing

you test your site's structure and page layout, color scheme, and other elements to ensure the Web site's pages look and function as designed and to confirm that all aspects of the design plan are satisfied.

Floating ad

ads that seem to float across the screen for a few seconds

Affiliate program

an e-commerce online advertising program in which a Web site, called the advertiser, pays a fee or commission on sales generated by visitors driven to the site by links on other Web sites, called publishers.

Unique visitor

an individual visitor to a site

Online advertising network

brings together companies that want to purchase online advertising with companies that want to sell ads on their sites.

E-mail newsletter

can entice visitors to revisit your Web site to learn about new products or services and upcoming events, participate in contests, or take advantage of special promotions.

Web analytics

combining various types of visitor data — server log analysis, eye-tracking studies, tracking cookies, page tagging, sales data, and so forth — and then analyzing that data to discover how visitors act at a Web site.

Rich media ad

contain multimedia elements; includes floating ads, expandable banners and flash movie ads.

Pay-per-click

each time a visitor clicks on your paid or sponsored listing, you pay a small fee to the search tool.

Expandable banner ads

grow larger when clicked

Click-stream analysis

identifies how a visitor moves through your site by clicking from link to link and might also indicate how long the visitor stayed at each page.

Affiliate management network

is a business that manages affiliate programs by helping to establish the relationship between advertisers and publishers, by monitoring visitors' click-throughs, and by processing commission or fee payments.

Command-line interface

DOS-based or nongraphical window opened by typing the cmd command in the Search box on the Windows 7 Start menu.

Web metrics

Developing Web analytics, sometimes called ________ involves combining various types of visitor data — server log analysis, eye-tracking studies, tracking cookies, page tagging, sales data, and so forth — and then analyzing that data to discover how visitors act at a Web site.

Web server log analysis software

From the raw data contained in a Web server transaction log, additional measures of visitors' behaviors can be evaluated using ________

Spam

Unsolicited e-mail advertising

Click-through

The purpose of a banner or sidebar ad is to motivate visitors to click the ad, thereby driving traffic to the advertiser's site, in a process called a _______

Promotional giveaways

You can hand out ______ including, magnets, coffee mugs, coasters etc., when meeting new customers or distribute them at trade shows, conferences, or other events.

Search tool submission service

a business that registers Web sites with multiple search tools for you.

Staging server

a temporary Web server that enables testing in an environment similar to that of a live Web server

Repeat visitor

a unique visitor who visits your site more than one time during a specific time period.

Advertiser

a website that pays a fee or commission on sales generated by visitors driven to the site by links on other Web sites or the Web site that wants to place online ads.

File Transfer Protocol (FTP)

standard protocol, or set of rules, for uploading or downloading files over the Internet.

Sync

makes sure that any changed files are the same on both servers.

Web hosting companies

offer personal or small business server space for a modest monthly fee

Pop-up ad

opens in its own window on top of the page a visitor is currently viewing

Pop-under ad

opens in its own window underneath the browser and the page currently being viewed

Opt-in email advertising

requires that the message recipient "opt-in" or formally agree to receive the e-mail advertising (also called permission-based email)

Permission-based email advertising

requires that the message recipient "opt-in" or formally agree to receive the e-mail advertising.

FTP client

software program that provides a user interface for transferring files using the FTP protocol