cPc: cost per click. the rand value you pay. Best for banner ads and PPc links.
PPc: Pay per click. method of payment for cPc.
cPm: cost per thousand impressions (e.g. r50 per 10 000 impressions means a
cPm of r5)
ctr: click-through rate. the number of clicks divided by the number of impressions.
Your ctr is usually higher than your cPm.
conversion rate (cr): the number of actions (or goals) completed divided by the
number of clicks received. For example, you set up a goal for “signing up for the
newsletter” on the home page of your website. If ten people click your ad to go to
the home page and two people sign up for the newsletter, your cr is 20%.
Landing page: the destination page on your website that viewers are sent to once
they click on your ad. this does not have to be the homepage. For example, www.
news24.com is the home page but www.news24.com/world would be your landing
page for a sponsored link promoting world news on news24. You can create a
dedicated landing page to send paid advertising to, to make sure those visitors
convert or do what you want them to do.
PPa: Pay per action. Payment is only made once someone takes the prescribed
action – makes a phone call, completes the contact form or makes a purchase.
PPa costs are higher than PPc because you have more prequalified prospects by
taking action.
roI: return on investment. the profit made divided by the cost of the PPc
campaign. It’s best to look at the entire campaign rather than individual products