Affiliate Marketing Glossary

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Above the Fold:
Once a web page has loaded, the part that is visible is said to be 'above the fold'.

Adsense (Google):
Text and image ads that are precisely targeted to page content, from which the webmaster earns a percentage of the price per click paid by the advertiser.

Also known as "spyware", a program hidden within free downloaded software that transmits user information via the Internet to advertisers.

Adwords (Google):
Google's Pay Per Click (PPC) advertising program.

A web site owner that promotes a merchant's products and/or services, earns a commission for referring clicks, leads, or sales.

Affiliate Agreement:
Terms that govern the relationship between a merchant and an affiliate.

Affiliate Marketing:
A revenue sharing arrangement between online merchants and distributors (affiliates) in which the affiliate earns a commission for producing a sale, lead or click for the merchant's site.

Affiliate Network:
A third party providing services to affiliate merchants and affiliates, including tracking technology, reporting tools, and payment processing.

Affiliate Program:
Any arrangement through which a merchant pays a commission to an affiliate for generating clicks, leads, or sales from links located on the affiliate's site. Also know as associate, partner, referral, and revenue sharing programs.

Affiliate Program Directory:
Information about a collection of affiliate programs. May include information about commission rate, number of affiliates, and commission structure.

Affiliate Program Manager:
The person responsible for administering an affiliate program. Duties should include maintaining regular contact with affiliates, program marketing and responding to queries about the program.

Affiliate URL or Link:
Special code in a graphic or text link that identifies a visitor as having arrived from a specific affiliate site.

Synonym for 'affiliate'.

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Banner Ad:
Advertising in the form of a graphic image.

Acronym for 'web log', a blog is basically a journal that is available on the web. The act of updating a blog is referred to as 'blogging' and those who keep blogs are known as 'bloggers'

A program that allows you to access and read hypertext documents on the World Wide Web.

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A credit card holder discovers irregular transactions made on his/her Credit/Debit Card, which were not authorized by him/her. The credit card holder then requests his/her bank to reverse these charges. Chargebacks relate to fraudulent use by a third party of the credit card holder's card or card number.

When a user clicks on a link and arrives at a Web site.

Click-Through Ratio(CTR):
Percentage of visitors who click-through to a merchant's Web site.

The income an affiliate is paid for generating a sale, lead or click-through to a merchant's web site.

Where affiliates are able include their own logo and/or colors on the merchant's site.

Contextual Link:
Placement of affiliate links within related text.

When one of your visitors makes a purchase on the merchant's site.

Conversion Rate (CR):
The percentage of visits to your site that convert to a sale. I.e. If 1 person in every hundred visitors to your site makes a purchase, then your conversion rate is 1:100 or 1 percent.

A cookie is a piece of information sent by a Web Server to a Web Browser that the Browser software is expected to save and to send back to the Server whenever the browser makes additional requests from the Server. You may set your browser to either accept or not accept cookies.

Cost per Acquisition (CPA):
The amount an affiliate program pays to acquire a customer.

Cost per Click (CPC):
The amount an affiliate program pays when a surfer clicks on one of your listings.

Cost Per Thousand (CPM):
The amount an affiliate program pays per 1,000 impressions of a banner or button.

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A disclaimer states the terms under which the site or work may be used and gives information relating to what the copyright owner believes to be a breach of his/her/their copyright. In some cases you may wish to permit certain activities, in others you may wish to withhold all rights, or require the user to apply for a license to carry out certain actions.

Domain Name:
The unique name that identifies an Internet site.

Doorway Page:
Also known as bridge pages, gateway page, entry pages, portals or portal pages, these pages are used to improve search engine placement. Caution: some search engines will drop a site entirely if the existence of doorway/gateway pages is detected.

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Email Link:
An affiliate link to a merchant site contained in an email newsletter or signature file.

Email Signature (Sig File):
A brief message embedded at the end of every email that a person sends.

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Online community where visitors may read and post topics of common interest.

Frequently Asked Questions (FAQ):
Lists and answers the most common questions asked on a particular subject.

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Graphic Interchange Format (GIF):
An image file format, suitable for simple files. A JPEG is the preferred format for storing photographs.

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A hit is a single request from for a single item on a web server. To load a page with 5 graphics would count as 6 'hits', 1 for the page plus 1 for each of the graphics. Hits therefore are not a very good measurement of traffic to a website.

Home Page:
Your primary HTML page, the first page anyone would see in your Web site.

Hypertext Markup Language (HTML):
The primary "language" used to create World Wide Web documents (web pages).

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An advertising metric that indicates how many times an advertising link is displayed.

Merchant that administers its own affiliate program.

Internet Service Provider (ISP):
The company you call from your computer to gain access to the Internet.

IP Address:
A unique number consisting of 4 parts separated by dots, e.g. Every machine on the Internet has a unique IP address.

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A programming language developed by Sun Microsystems designed for writing programs that can be safely downloaded to your computer through the Internet and immediately run without fear of viruses or other harm to your computer or files. Java requires a browser compatible with Java. Using small Java programs, Web pages can include animations, calculators, and other features.

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The search term that a user may enter at a search engine. For example, someone who wants to find a site that sells printer paper might enter 'printer paper' at a search engine.

Keyword Density:
The ratio between the keyword being searched for and the total number of words appearing on your web page. If your keyword only occurs, say, once, in a page that has twenty thousand words, then it has a density of 0.005 percent.

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Lifetime Commissions:
An affiliate program that pays a commission on every product or service that the customer buys from the merchant, once you've sent the referral, i.e. the customer is yours 'for life'.

Lifetime Value:
The total amount that a customer will spend with a particular company during his or her lifetime.

Link Popularity:
The total number of qualified Web sites linking to your Web site.

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Manual Approval:
Process in which all applicants for an affiliate program are reviewed individually and manually approved.

A business that markets and sells goods or services.

Meta Tags:
Information placed in the header of an HTML page, which is not visible to site visitors.

Multi-Level Marketing(MLM) :
Also known as Network Marketing, MLM involves the sale of products through a group of independent distributors who buy wholesale, sell retail, and sponsor other people to do the same.

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Someone who is new to the Internet.

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Portable Document Format (PDF) :
PDF stands for Portable Document Format. It's a distribution format developed by Adobe Corporation to allow electronic information to be transferred between various types of computers. The software that allows this transfer is called Acrobat.

The amount of money you earn from your sales.

A small piece of software that adds features to a larger piece of software.

A term used to describe a Web site that is intended to be used as a main "point of entry" to the Web.

Privacy Policy:
A privacy policy establishes how a company collects and uses information about its customers' accounts and transactions.

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A promotional offer in which a percentage of the payments taken by a cardroom are refunded to the player. Rakeback offers are typically only available in online cardrooms due to the difficulty in tracking the rake from an individual player in a land-based cardroom. Rakeback is offered by an affiliate or marketing partner who is paid on a revenue-sharing basis rather than being offered by the cardroom itself.

Reciprocal Linking:
The process of exchanging links with other websites to increase search engine popularity.

Recurring Commissions:
Earn commissions both on the initial sale and subsequent purchases of the same product or service.

Referring URL:
The URL a user came from to reach your site.

Return on Investment(ROI):
This is the amount derived from subtracting your net revenues from your total costs.

Total income for your sales.

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Search Engine Optimization (SEO):
The process of choosing keywords and keyword phrases relevant to your site or page on your site, and placing those keywords within pages so that the site ranks well when those keywords are searched upon.

Search Term Suggestion Tool:
Displays how many times a certain keyword was searched for at Overture during a given month.

The term "spam" is Internet slang that refers to unsolicited commercial e-mail (UCE) or unsolicited bulk e-mail (UBE). Some people refer to this kind of communication as junk e-mail. Unsolicited e-mail is e-mail that you did not request; it most often contains advertisements for services or products.

Spyware - Also known as "adware":
A program hidden within free downloaded software that transmits user information via the Internet to advertisers.

Super Affiliates:
The top 1 or 2% of affiliates that generate approximately 90% of any affiliate programs earnings.

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Targeted Marketing:
The process of distinguishing the different groups that make up a market, and developing appropriate products and marketing mixes for each target market involved.

Text Link:
A link not accompanied by a graphical image.

Third Party Tracking Software:
Software located on a server other than your own, that tracks and records visits to your Web site.

Tier Program:
Affiliate program structure whereby affiliates earn commissions on their conversions as well as conversions of webmasters they refer to the program.

Tracking Method:
The method by which an affiliate program tracks referred sales, leads or clicks.

Tracking URL:
A web site URL,, with your special code attached to it, i.e. ttp:// Visitors arriving at the side are tracked back to you through your special code

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Unique User:
A unique visitor to your Web site. Probably the best indicator of site traffic.

Uniform Resource Locator (URL):
The address of a site on the World Wide Web. Here's an example URL:

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Viral Marketing:
A marketing technique that induces Web sites or users to pass on a marketing message to other sites or users.

A computer virus is defined as a set of commands, created intentionally, that will do some level of damage to a computer. A computer virus does not float around in cyberspace, but is always attached to something. That 'something' could be a text file (MSWord document), an email, a photo, a music clip or a video clip. Your computer must receive one of these 'carriers' in order to get a computer virus.

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Web Host:
A business that provide storage, connectivity, and services necessary to serve website pages and files

Web Site:
A collection of HTML pages.

World Wide Web (WWW,or Web):
A section of the Internet containing "pages" of information, including text, photos, graphics, audio, and video. You can search for documents by using one of the many search databases. To access the Web, you must use a browser.


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