In online advertising terms, conversion rate denotes the percentage of users that take a specific action (eg: click on an ad, subscribe to an opt-in list or mak a purchase). For instance, if 5 out of 100 visitors to a landing page signed up to a list, the conversion rate of that landing page would be 5%. Factors that can influence the conversion rate include sales copy, graphic design and the overall layout of a web page. Hence, it’s imperative that a marketer tests and tweaks these elements until he arrives at the highest conversion rate possible.

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A copywriter is a person who has mastered the art of crafting copy that sells. In the offline world, the headlines and ads in newspapers, magazines and direct mail adverts are all written by copywriters. In the online world, a copywriter creates sales letters, landing page copy and pre-sell copy. A highly skilled copywriter can easily command fees in the neighborhood of $15,000, especially if his copy converts very well.

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Also known as CPA. Here’s how it differs from PPC advertising. When running a pay-per-click campaign, an advertiser has to pay each time a visitor clicks on his ad and is brought to his landing page. There is no guarantee that the user will go on to purchase his product/service. CPA (cost per action) marketing on the other hand involves the visitors taking a desired action and not merely clicking on the ad (eg: filling out a form, ordering a trial version of a software product) and the advertiser is only charged after an action has been successfully completed.

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Commonly known as CPC, this term is used in conjunction with Pay Per Click Advertising (PPC) and refers to the fee an advertiser has to pay to the ad publisher every single time his ad is clicked on.

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A hugely popular promotional method, a coupon code is an incentive offered to customers to purchase a product/service at a discounted rate for a limited time.

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A CPA network is the intermediary (3rd party) that connects CPA advertisers with webmasters interested in earning a revenue from publishing CPA ads.

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Refers to the cost for every click to an advertising platform that charges advertisers for every click generated by users. See Cost Per Click.

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A representation of the ratio of people who see an ad compared to how many click on that ad. See Click Through Rate

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