ONLINE ADVERTISING TERMS

  • Impressions -The number of impressions is the number of times an ad is displayed.
  • CTR - Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions).
  • CPC-The cost-per-click (CPC) is the amount you pay each time a user clicks on your ad.
  • Conversion tracking - In online advertising, a conversion occurs when a click on your ad leads directly to user behavior you deem valuable, such as a purchase, signup, page view, or lead. Using our conversion tracking pixel, you can see which sites your conversions come from.

FAQs and Resources

I have come up with a few common questions asked by my clients. Here are some helpful answers and definitions about the world wide web and its technology.

"Hi, Amy,
 The postcards arrived and they’re gorgeous. Thank you once again for a job well done.
 I'd like to start planning the next postcard, which is for Beethoven 9th symphony, for Spring 2006.
 Alex Innecco, Music Director, United Methodist Church

  1. What is an ISP?
  2. What does my hosting service include?
  3. What is a registrar?
  4. What does IT mean and include?
  5. What is the difference in static and dynamic web pages?
  6. How expensive is a web site and how long will it take?
  7. Who will maintain my web site and make ongoing updates?
  8. When setting up a new web site, how does my new Email get setup?
  9. What is CMS?
  10. What is SEO?
  11. How can I improve traffic and visitors to my web site?
  12. Do you have a Communications Plan?

 

1Q:What is an ISP?

A: An ISP (Internet service provider) is a company that provides individuals and other companies access to the Internet and other related services. An ISP has the equipment and the telecommunication line access required to have a point-of-presence on the Internet for the geographic area served.

Among the largest national and regional ISPs are: AT&T WorldNet, IBM Global Network, MCI, Netcom, UUNet, and PSINet. An Internet Service provider usually has multiple access methods, including dial-up, DSL, cable modem, ISDN, T1, and sometimes T3.

Desktop Studio is not an ISP.

2Q: What does a hosting company do and what does Desktop Studio's hosting service include?

A: Hosting (also known as Web site hosting, Web hosting, and Webhosting) is the business of housing, serving, and maintaining files for one or more Web sites. More important than the computer space that is provided for Web site files is the fast connection to the Internet. Some hosting companies also provide a variety of other services, like web design, IT services, telephone services, cable services, etc. And some are simply web hosts.

B: At Desktop Studio, we provide hosting as a reseller so that our clients don't have to go to more than one shop to get their web site up and running. We along with our partner hosts, guarantee your site will remain live on the internet. Desktop Studio can also purchase and setup your domain names. Your hosting service is provided in a 1 year package and includes basic setup to get your site on the world wide web, and assures any special functionality your site needs. This functionality will vary, depending on the specific project.

For your web site & hosting package, Desktop Studio provides a detailed web site estimate inlcuding all specifics for your hosting plan, the projects scope and typically includes a story board for the web site. For example, some sites are basic static sites, with no email setup needed. Others will need shopping carts, databases, new email accounts, flashy animations, emailable forms, CMS, etc. These items would all need to be itemized in your estimate and accounted for in the type of hosting setup we use for your project.

3Q: What is a registrar?

A: Your registrar is the company that you purchase your domain from. Desktop Studio will purchase domains for clients at our company accounts, ie: GoDaddy. You the client will always be the owner of the domain, but we will do the leg work for you. There are as many registrars as hosting companies. Typically a hosting company will also provide domain registrations.

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4Q: What does IT mean and include?

A: IT stands for Information Technology. Simply put, IT is the means of setting up and managing your computer (hardware), your software, and any hardware connected to your computer including your networking.

Desktop Studio does not provide IT services.

In more detail . . .Information Technology (IT), as defined by the Information Technology Association of America (ITAA), is "the study, design, development, implementation, support or management of computer-based information systems, particularly software applications and computer hardware." IT deals with the use of electronic computers and computer software to convert, store, protect, process, transmit, and securely retrieve information.

Today, the term information technology has ballooned to encompass many aspects of computing and technology, and the term is more recognizable than ever before. The information technology umbrella can be quite large, covering many fields. IT professionals perform a variety of duties that range from installing applications to designing complex computer networks and information databases. A few of the duties that IT professionals perform may include data management, networking, engineering computer hardware, database and software design, as well as the management and administration of entire systems. When computer and communications technologies are combined, the result is information technology, or "infotech". Information Technology (IT) is a general term that describes any technology that helps to produce, manipulate, store, communicate, and/or disseminate information. Presumably, when speaking of Information Technology (IT) as a whole, it is noted that the use of computers and information are associated.

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5Q: What is the difference in static and dynamic web pages?

A: In computer terminology, dynamic usually means capable of action and/or change, while static means fixed. Both terms can be applied to a number of different types of things, such as programming languages (or components of programming languages), Web pages, and application programs.

The majority of the web pages on the internet today are static HTML pages. HTML pages are simple text files that are displayed by your browser upon request. Static pages are easily read by search engine spiders.

Dynamic web pages are more complex and usually give the web site visitors easier access to the information that they need. Setting cookies, creating member login areas, pulling product data from a database that is easily updated, maintaining a web site visitors session data to remember products that they have selected. Dynamic web pages are created using technologies like CGI, ASP, Cold Fusion, JSP, PHP, etc.

6Q: How expensive is a web site and how long will it take to complete?

A: Both of these factors are determined largely by the amount of content and functionality in your site. DESKTOP STUDIO specializes in custom web site design. We will meet with you for a FREE one hour consultation to determine your needs and provide an estimate based on your project needs, budget and priorities. A timeline will also be determined at this point. As a result, when we have finished your web site, it will be the best reflection of who you are, and tailor-made to your exact needs.

7Q: Who will maintain my web site and make ongoing updates?

A: A web site built by DESKTOP STUDIO will be an effective tool for years to come. Once the web site is finished, we will host and maintain it for a very affordable monthly rate and assure reliable quick service. Your web site should continue to grow along with you and your company. We'll help keep your site maintained and fresh for years to come.

8Q: When setting up a new web site, how does my new Email get setup?

A: Desktop Studio can setup new email accounts for you when you hire us to create your web site. You can either continue using your current email accounts, or have us setup new emails accounts on your web site server. This should be discussed at the start of the project and then included in your estimate and web site plan.

9Q: What is CMS?

A: Content Management Systems allow the customer to their your own updates by using a web browser like Internet Explorer. This tool is helpful for those needing daily or weekly updates. Your entire site can be designed and setup specifically as a CMS site, or just certain areas can be setup with CMS. These options would be discussed when meeting with Desktop Studio and included in your web site plan.

10Q: What is SEO?

A: Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. SEO can also target different kinds of searches, including image search, local search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work and what people search for.

Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

11Q: How can I improve traffic and visitors to my web site?

A: You could have the nicest web site on the internet, but if nobody can find it, what good is it doing you? DESKTOP STUDIO believe in having a web site with a purpose that fits into your overall marketing strategy. There are a number of things that you can do to improve traffic to your web site, like tying in other elements of your marketing plan. But one of the most important steps that you could take is to implement a comprehensive search engine optimization (SEO) program. Search engines are always changing, so you need to keep up with the technology. It is not a one-time shot. It must be constantly monitored and managed. Desktop Studio builds a web site that is optimized and ready for search engines.

12Q: Do you have a communications plan for your web site?

A: A Communications Plan - regardless of how you choose to promote your site, it's always wise to have a plan. Many people make a great effort to push their site when it's initially launched, but they fail to remind people about its existence on an ongoing basis.

Give some serious thought to the ways people may use your site. Do you have some researchers or expert commentators that would tie in nicely with current events in the news? Does your site provide material that has some connection with a seasonal or special event?Put something on your calendar that reminds you, at least once per month, to revisit your site communications plan. Make additions to the plan and brainstorm with others in your department or company about new and innovative ways to draw in your audiences.

If you have the ability to collect site statistics, it's always a good idea to assess whether a promotional idea got the results you expected. Was it worth the time you invested? Did you get positive feedback? Should it be repeated?
Give advance thought to the needs of your visitors and then communicate with them about the great information you have to offer via the Web!

Pushing From Print

  • Never miss an opportunity to push (or pull) people to your Web site. Partnering with print publications is a perfect way to integrate your communications program. In addition to putting your Web site URL on letterhead and business cards, remember to print it in all of your publications.
  • Don't forget to provide links to your homepage or to specific pages within your site from any of your feature stories, articles or advertisements.
  • Printing a url on a bookmark or postcard is a great way to get people to remember your site. Be creative in your marketing efforts! Magnets, luggage tags, and even coffee mugs can be great places to print your Web site URL.

Partner Links

One very good way to draw visitors is to place links to your material on others' sites. Think about other places your audiences will visit. Do you have a relationship with another school, college, division or department? Why not ask if they would be willing to place a link to your site from their homepage or another appropriate level of their site? What about faculty or staff homepages?

Don't forget to consider links from outside the local domain. Businesses, media, or alumni sites are all considerations. Remember, many search engines will rank your Web materials in their search returns based on the number of links there are to your site.

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