Most dealers and general managers don’t know the “terms” or what the “techno geeks” in the dealership refer to whenever they start talking about Internet marketing and just how great they are at getting the dealership traffic. Knowledge in the fast growing arena of Internet advertising is priceless. READ UP!
“Click-Through”– The process of clicking through an online advertisement to the advertiser’s destination.
“Click-Through Rate” (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.
“Conversion Rate” – the percentage of visitors who take a desired action.
“Cost-Per-Action” (CPA) – online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.
“Cost-Per-Click” (CPC) – the cost or cost-equivalent paid per click-through.
“CPM” – cost per thousand impressions.
“Customer Acquisition Cost”– the cost associated with acquiring a new customer.
“Hit” – request of a file from a Web server.
“Hybrid Model” – a combination of two or more online marketing payment models.
“Impression” – a single instance of an online advertisement being displayed.
“Page View” – request to load a single HTML page.
“Pay Per Click” (PPC) – online advertising payment model in which payment is based solely on qualifying click-throughs.
“Pay Per Lead” (PPL) – online advertising payment model in which payment is based solely based on qualifying leads.
“Pay Per Sale” (PPS) – online advertising payment model in which payment is based solely based on qualifying sales.
“Site Stickiness” – the amount of time spent at a site over a given time period.
“Unique visitors” – individuals who have visited a Web site (or network) at least once in a fixed time frame, typically a 30-day period.
“Web Site Traffic” – the amount of visitors and visits a Web site receives.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.