Affiliate Program
A campaign that allows other web sites (affiliates) to advertise the products/services of a merchant on a commission basis.

Algorithm (ranking)
A mathematical formula that determines the relevancy between a web site and key words that may represent it. The algorithm attempts to provide a list of web sites that most closely represent a search made on a search engine.

Automated Search Engine
A search engine that relies on software "artificial intelligence" or "ranking algorithms" to determining which key words a web site will rank well with, and the ranking for the key words.

Bulk Email
Commercial email delivered without prior consent from the email recipient.

Co-Registration
A secondary offer advertised along with a registration. "Click here if you would also like to subscribe to the 'Daily Jokes' newsletter."

CPA
Cost Per Acquisition - The costs associated with generating a sale or lead.

CPM
Cost Per Thousand (M is the Roman numeral for 1,000). The cost of 1000 advertising units (be it banner impressions, delivered emails, etc.)

CTR
Click Through Ratio. The ratio of people who respond to an ad and visit the advertised web site.

HTML
Hyper Text Mark-Up Language. A programming language that builds web sites or HTML based emails. Allows the inclusion of colors, images and response functionality to email. HTML based campaigns typically receive a higher CTR than text based campaigns.

Human Edited Search Engine
A search engine that requires each web site submission to be reviewed by trained staff (Editors). The Editors can accept or reject the submission, and may influence the manner in which the web site is listed on the search engine.

Opt-In
Where an individual deliberately requests to join a service or receive more information.

Opt-In Email
Commercial email delivered with prior permission.

Opt-Out (a)
To unsubscribe to a service or ask to stop receiving information.

Opt-Out (b)
Where an individual deliberately requests to NOT join a service or receive more information.

PPC
Pay-Per-Click, or PPC, is a search engine marketing service where the advertiser must pay on a per-click basis to generate traffic for their web site. The highest 'bidder' ranks the best.

Ranking
The position of a web site listing for a particular search engine search.

Recipient
An individual who receives commercial email.

Registration
Process of subscribing to a service or becoming a member.

SEO> Search Engine Optimization, or SEO, is the process of achieving top search engine ranking for targeted key words.

Targeting
Process of isolating an audience who is most likely to respond to your advertisement.

Text
A text based email, generally in "black and white." Functionality is limited to a web site link.

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