Posted by Yodle Local Online Marketing Experts

Whether you are first starting your online law marketing campaign or you’re a seasoned pro continuing to sharpen your skills, there are bound to be a few instances where you have been flooded with unfamiliar jargon that you just can’t seem to make sense of. Therefore, instead of spending your time searching for the definitions of Internet-marketing related words when you could be fine-tuning your campaigns, take a quick look at this post to decipher some of the most commonly used terms—you may even want to bookmark this page for future reference as well.

Banner ad: A banner ad is a graphic advertisement used on websites that is linked to an external site. You may want to consider placing banner ads for your business on another site to help drive more traffic to your own site.



Click-through rate (CTR): This number signifies the number of times that a particular ad is clicked on, divided by the number of times an ad is shown. When you know an ad’s CTR, you can determine how successful it is in grabbing an audience’s attention.

Conversion rate: This represents the number of visitors to a website who then performed a desired action, such as purchasing a service or signing up for a newsletter.

Landing page optimization (LPO): Every time potential clients click on a pay-per-click ad, they will be brought to a corresponding landing page. LPO encompasses all of the methods used to increase the conversion rate on a landing page.

Cost per click (CPC): This is an advertising option in which the advertiser pays— often to a search engine such as Google and Yahoo!—every time someone clicks on their ad (that then directs him to a landing page on a website).

Cost per lead (CPL): Instead of paying per click, this is a model where advertisers would pay a third party every time they successfully received a new sales lead, such as a phone call or email.

Cost per acquisition (CPA): This form of advertising is especially enticing because the advertisers only pay when they make a sale. However, this type of agreement is rare to find since it is not very favorable to affiliates and marketing companies.

Search Engine Optimization (SEO): This describes the process of increasing a website’s ranking on search engines. The benefit is that statistically, the higher your position is on search engines, the more likely it is to garner clicks and traffic from potential new customers.

Unique visitors: These represent visitors to a site who have never been to that website before or haven’t been there in a certain amount of defined time period.

Hopefully you’ll all find this short glossary helpful. For more info and tips, check back to this blog and read all of Yodle’s marketing team’s helpful advice.