| Page | All Web sites are a collection of electronic "pages." Each Web page is a document formatted in HTML (Hypertext Markup Language) that contains text, images or media objects such as RealAudio player files, QuickTime videos or Java applets. The "home page" is typically a visitor's first point of entry and features a site index. Pages can be static or dynamically generated. All frames and frame parent documents are counted as pages. |
| Page Request | The opportunity for an HTML document to be appear in a browser window as a direct result of a visitors interaction with a Web site (IAB). The page request is for a browser to "get' a page from a site and this request is recorded by the server log. |
| Page Views | Number of times a user requests a page that may contain a particular ad. Indicative of the number of times an ad was potentially seen, or "gross impressions." Page views may overstate ad impressions if users choose to turn off graphics (often done to speed browsing). A measure of the number of times an HTML file was requested from the server. Unlike hits, image files aren't counted. Unlike unique visitors or users, one person visiting the same page multiple times may be counted. |
| Paid Inclusion | Advertising program where pages are guaranteed to be included in a search engine's index in exchange for payment, though no guarantee of ranking well is typically given. For example, Looksmart is a directory that lists pages and sites, not based on position but based on relevance. Marketers pay to be included in the directory, on a CPC basis or per-URL fee basis, with no guarantee of specific placement. Also see XML Feeds. Source: Did-It.com |
| PPC | Stands for pay-per-click and means the same as Cost Per Click. |
| Paid Listings | Listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold. |
| Pay-for-Performance | Term popularized by some search engines as a synonym for pay-per-click, stressing to advertisers that they are only paying for ads that "perform" in terms of delivering traffic, as opposed to CPM-based ads, where ads cost money, even if they don't generate a click. |
| Pay-Per-Click | Pay Per Click. A type of campaign or service which applies a CPC price to relevant keyphrases to easily and accurately calculate positioning, online marketing costs and ROI for your website. As opposed to a Maintenance or Optimization SEO campaign, the client only pays for the traffic that is provided, based on the agreed CPC. |
| Paid Placement | Advertising program where listings are guaranteed to appear in response to particular search terms, with higher ranking typically obtained by paying more than other advertisers. Paid placement listings can be purchased from a portal or a search network. Search networks are often set up in an auction environment where keywords and phrases are associated with a cost-per-click (CPC) fee. Overture and Google are the largest networks, but MSN and other portals sometimes sell paid placement listings directly as well. Portal sponsorships are also a type of paid placement. |
Portable Document Format. Word processing software, business applications or desktop publishing files on the Web that look exactly like the originals. Must have Adobe Acrobat Reader to view. |
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| PDF Files | Adobe's Portable Document Format (pdf) is a translation format used primarily for distributing files across a network, or on a web site. Files with a .pdf extension have been created in another application and then translated into .pdf files so they can be viewed by anyone -- regardless of platform. |
| Permission Marketing | Using opt-In lists to send advertising material. |
| Pixels | A unit of picture measurement. One pixel is about the size of a period (.) in 12-point font. Web banners and other graphics are measured in pixels. A standard banner size would be 468 pixels long and 60 pixels high (468 X 60). Monitor resolution is also measured in pixels. Right now, the most popular monitors display 800 pixels wide and 600 pixels high (800 X 600). |
| Plug-in | A program application that can easily be installed and used as part of a Web browser. Once installed, plug-in applications are recognized by the browser and its function integrated into the main HTML file being presented. |
| Portal | A Web site or service that offers a broad array of resources and services, such as email, forums, search engines, and on-line shopping malls. The first Web portals were online services, such as AOL, that provided access to the Web, but by now most of the traditional search engines have transformed themselves into Web portals to attract and keep a larger audience. |
| Predictive Model | A model which predicts the response to a promotion. |
| Position | See Rank. |
| Prospect | A potential customer who you have targeted. |
| Prospecting | Mailing or telemarketing to prospects who are not yet your customers. |
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