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Affiliate marketing

System of commission, in which a revenue is shared between online advertisers and online publishers. Commission is usually 10-30%.


Banner is a form of online (animated) advertisement, which target is to lead customers to a specific website.


Cookies are short text files that are passed from a web server through a web browser to the user’s hard drive.


CPC (Cost Per Click) is one of the possibilies to pay for advertsising in online marketing.


 CTA (Call To Action) is an instruction to the audience to provoke an immediate response such as a purchase.


CTR is the ratio of users who click on a specific link to the number of total users who view a page. CTR is counted in percentage.

Facebook Ads

Facebook Ads is an advertising platform developed by Facebook. Ads can be based on two models CPC or CMP.

Google AdWords

Google Adwords is an advertising platform developed by Google, whose goal is to enable advertisers to buy precisely targeted ads. It´s based on a CPC model.

Google Analytics

Google Analytics is a web analytic service used to measure web statistics. Thanks to Google Analytics you find out which marketing actions are effective.

Inbound marketing

Inbound marketing is a set of activities based on so called „Pull Strategy“, where customers actively search a solution to their problem. If you publish a useful content, you may increase an interest in your products or services.

Conversion rate

Conversion rate represents a percentage of visitors who take a desired action on a website. This action can have many forms - sales of products, newsletter subscriptions etc.

Landing page

Landing page is a single web page that appears as a response to clicking on an online advertisement.


Link building means an increase the in numbers of high-quality links pointing to a website. If done precisely and on longterm, it helps the SEO.

Long Tail

Long tail is a term for multi-word connections that are searched in search engines. These connections are less competitive but they can become a source of higher website traffic than general words.


Microsite is a simple web presentation usually with an expiration date. It supports marketing communication of certain products or services.


Newsletter is an email that you receive regularly in your mailbox. It contains a combination of interesting and useful information including advertisement. Consensus needed if one wants to receive these kinds of messages.


Page rank - is an algorithm used by Google Search to rank websites in their search engine results. It is a way of measuring the importance and quality of web pages.

PPC advertising

PPC (Pay Per Click) is a method of charging for advertising on the Internet.

Pull marketing

Pull marketing is a marketing strategy in case a customer is actively searching the solution to a problem.

QR code

QR code (quick response code) is a type of a 2D bar code that is used to provide easy access to information through a smartphone.


Rankbrain is a machine learning artificial intelligence system developed by Google. Its purpose is to dismantle how the users are thinking and what are they searching for in a specific moment. Based on this information Google improves the search results.


Remarketing is a way to connect with visitors of a website who may not have made an immediate purchase or enquiry.


ROI (Return Of Investments) is a ratio that shows the profitability resuls from an investment. ROI (%) = returns / investments * 100


SEO (Search Engine Optimization) is a complex of factors affecting the page´s  visibility in a search engine's unpaid results.


SEM (Search Engine Marketing) usually consists of a purchase of paid links designed for a suitable PPC model.


Sklik is an advertising platform developed by Seznam, whose goal is to enable advertisers to buy preciously targeted ads. It´s based on a CPC model.

Quality score

Quality score ( index ) is a variable used by Google, Yahoo and Bing  that can influence both the rank and cost per click of ads.

Viral marketing

Viral marketing is a technique that uses commercial content to increase brand awareness or to achieve other marketing objectives. It is a planned activity, which goal is to create a content that will be spread freely by internet users.

World Wide Web

World wide web is a program that enables internet users access to the internet. Examples: Google Chrome, Firefox, Safari…etc.


Widget is a small internet application in which users may insert more functions to their websites.