GLOSSARY ADVERTISER EDITION

HOW DIGITAL & PRINT WORK TOGETHER Newsletters TRAFFIC GENERATORS SEO Ad Words, CPM, SEM Targeting Banner Ads Social Media Cobranded Remarketing Inventory Management Featured Items Emails YOUR COMPANY WEBSITE SEO SEM Banner Ads Ad Words, CPM, Targeting TRAFFIC GENERATORS Your Social Media

There's no doubt about it. We are living in a digital age. On a personal level, some of us embrace changes in technology right away while others tip toe into the waters only after everyone else has tested it out. The same holds true in our work environments, whether your business has lead the way with technology use, or is playing a little bit of catchup, we hope you'll use this Digital Marketing Glossary as a helpful learning tool. Look for these icons and color coding to help you navigate the glossary. Fastline Media Group offers a variety of marketing services and products via numerous platforms in its portfolio of brands - Fastline, Big Ag and Pink Tractor. There are many things we do to make sure Fastline digital offerings (website and emails) are seen by the right equipment buyers. Look for this symbol to learn more. In addition, look for this symbol to give you tips about NEW digital-focused advertising products offered through Fastline, as well as best practices. shaded color These terms are similar, and therefore often misused. So pay attention to their subtle differences. Download a digital copy at FastlineMediaGroup.com/resources where you can page through the PDF and click hyperlinks, cross referencing definitions. Join us on this journey as we showcase how print and digital work together and how Fastline Media Group can help you along the way.

AdWords The pay-per-click (PPC) search-engine marketing (SEM) program provided by Google. Fastline utilizes PPC campaigns through AdWords and Microsoft/Bing/Yahoo! search engines to bring a more qualified audience to Fastline.com so that each advertiser has more opportunities to be seen by potential buyers. When appropriate, these campaigns bring viewers into the site directly to listings pages directly to the type of equipment they need. Algorithm Mathematical rules and calculations a search engine uses to determine the rankings of the sites it has indexed. Every search engine has its own unique, proprietary algorithm that gets updated on a regular basis. Google s famously has more than 200 major components. Analytics Analytics is essentially the discovery and communication of meaningful patterns in data. When referred to in the context of marketing, it s looking at the data of one s initiatives (website visitor reports, social, PPC, etc.), analyzing the trends, and developing actionable insights to make better informed marketing decisions. See Google Analytics. Application Programming Interface (API) APIs are a series of rules in computer programming, which allow an application to extract information from a service and use that information either in their own application or in data analyses. It's kind of like a phone for applications to have conversations an API literally "calls" one application and gets information to bring to you to use in your software. APIs facilitate the data needed to provide solutions to customer problems. Banner Ad A graphical image or small animation file embedded within a Web page and used for advertising, often containing a link to other sites, products, etc. Fastline.com now offers a better banner ad solution. Larger spaces, longer time on screen and equipment category and geotargeting capabilities. Blog Short for weblog, this is a special kind of website for self-publishing, often done by the owner of the site (the blogger ), but sometimes by a committee of authors who rotate by day, for example. Blogs typically record and categorize all content updates by date/time and topic for easy tracking by readers. The posts appear on a blog s homepage in reverse-chronological order (thus the original term, weblog ). Fastline s Blog can be found at Fastline.com/FrontPage, or by clicking the on Fastline.com.

Boost (or Promote) Via Facebook A boosted post is a post from your business Page that, for a fee, can appear higher up on your audience s News Feeds. The fee depends on how many people you want the post to reach the payment depends on the number of impressions the post gets with time. Fastline boosts or promotes posts on Facebook for advertisers. The strength of our audience engagement allows for more exposure with less cost. Boosting is different from a Facebook ad campaign! Bounce Rate Website bounce rate: Refers to the percentage of a given page s visitors who exit without visiting another page on the same site. Email bounce rate: The rate at which an email was unable to be delivered to a recipient's inbox. A high bounce rate generally means your lists are out-ofdate or purchased, or they include many invalid email addresses. In email, not all bounces are bad, so it's important to distinguish between hard and soft bounces before taking an email address off your list. Fastline s email campaigns see an average of ONLY 0.36% bounce rate! Our lists contain hardly any waste. Email campaigns can be an additional touchpoint in a fully integrated marketing campaign. Click-Thru Rate (CTR) The percentage of people who actually click on a link (e.g., in an email message or sponsored ad) after seeing it. This applies to more than just banner ads. Across all ad formats and placements Ad CTR is 0.17%. 1 However banner ads are sold on the impressions, not the click potential. Content Any text, image, video, audio, app or other material published on the internet for audience consumption. Content Management System (CMS) A web application designed to make it easy for non-technical users to create, edit, and manage a website. Cookie Small pieces of information that are automatically downloaded to your computer when you visit many websites. The cookie may come from the website itself or from the providers of the advertising banners or other graphics that make up a Web page. 1 Source: http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/displayadvertising-clickthrough-rates/

Cost-Per-Click (CPC) A method of paying for targeted traffic. For a fee, sites like Google or Facebook direct traffic to your site. You agree to pay a set amount for every click. Cost Per Acquisition (CPA) Another word for cost per action and is used interchangeably with this term. CPA measures the advertiser s per conversion cost from start to finish, from the inclusion to the search engine results to creating interesting landing pages that grab the attention of the visitor. This means cost per acquisition measures how much it costs in advertising to convert one person from a visitor to a client for the company. CPM This is the cost-per-thousand views of an advertisement. Often, advertisers agree to pay a certain amount for every 1,000 customers who see their ad, regardless of conversion rates or click-thrus. The M in CPM is derived from the Latin word for 1,000 (mille). Database A structured set of data held in a computer, especially one that is accessible in various ways. Fastline s robust database of farmers allows advertisers to accurately target their audience through catalogs, direct mail, email and website. Facebook Ads Facebook ads can look like posts, or show up in the right-hand column of Facebook's page. A Facebook ad campaign is different than boosting a post. There are benefits to each approach, depending on the overall strategy and goals through social media. This is where Social Media consulting service can help! Fastline Media Group can train, maintain or fully manage Facebook campaigns. Gallery Package Fastline.com Gallery package is a way to bring specific items to the top of search activity for maximum exposure to potential buyers. A Gallery receives preferred placement and special attention through design elements of the listing. Each package can be easily managed through F.R.E.D. to ensure that the most priority items are featured, and as items are sold, new listings can take their spot. Geofencing This location-based mobile service lets marketers send messages to smartphone users when they enter a defined geographic area (fence), such as a shopping mall, farm show or other event. Geo-Fencing Geo-Targeting Geotargeting A method of detecting a website visitor s location to serve location-based content or advertisements. Banner ads on Fastline.com can be geotargeted by state. Email blasts, social media posts and e-newsletter banners can also be segmented and targeted by state or region for more qualified and targeted recipients.

Google Analytics See Analytics. A freemium web analytics service offered by Google that tracks and reports website traffic. Hashtag A symbol (#) placed directly in front of a word or words to tag a post on Twitter. It is often used to group tweets by popular categories of interest and to help users follow discussion topics. HTML Hyper Text Markup Language (HTML) refers to the text-based language which is used to create websites. Hyperlink Known as link for short, a hyperlink is a word or phrase which is clickable and takes the visitor to another Web page. This page can be within the same site or on a completely different site. Instead of a full URL string, a word or phrase is typically displayed in the body copy for the linked page, which can bring both reader and SEO benefits. iframes Also known as simply frames, these HTML tag devices allow two or more websites to be displayed simultaneously on the same page. iframes do NOT give your website any SEO benefit, only the original site gets the value! Fastline STRONGLY recommends an XML feed. Some other website hosts leverage iframes in most of the sites they host to send web activity and SEO value back to their own website not yours. Ask us today for a quick evaluation of your site, or to create a website for you, to make sure you re getting the most search activity online! Impression An instance of an organic search-engine listing or sponsored ad being shown on a particular Web page or an image being viewed in display advertising. In paid search, cost-per-impression is a common metric. Banner ads on Fastline.com are sold on a CPM (cost per thousand impressions) basis. Inventory Management Fastline s Real-time Equipment Database (F.R.E.D.) is an inventory management system and database that holds and creates the equipment listings on Fastline.com. F.R.E.D. accepts automatic or manual imports from most other inventory management systems and can be linked directly into your own website to display your equipment inventory in real-time. There s no need to maintain more than one system if you use F.R.E.D. The F.R.E.D. app allows direct access to your inventory from your mobile device. Add or edit information, photos and items right from the lot. The revamped F.R.E.D. app for Apple devices was released in April 2017. Android version re-released later in 2017.

IP Address A unique string of numbers separated by periods that identifies each computer using the internet Protocol to communicate over a network. Keywords The terms that a user enters into a search engine. They can also signify the terms a website is targeting to rank highly as part of an SEO marketing campaign. Key Performance Indicator (KPI) A type of performance measurement. Marketers look at KPIs to track progress toward marketing goals, and successful marketers constantly evaluate their performance against industry standard metrics. Examples: Cost per Click, Cost per Acquisitions and Cost per Thousand Landing Page A stand-alone Web page that a user lands on, commonly after visiting a paid search-engine listing or following a link in an email newsletter. This kind of page often is designed with a very specific purpose (i.e. conversion goals) for visitors. Local Website Presence According to Google, an estimated 73% of all online activity is related to local searches. Google allows businesses to optimize their Google local listing. These listings are featured prominently in local SERP (search engine results page) on the popular search engine and are perfect for attracting attention and bringing in new customers. This is one part of a SMART digital strategy. However, your own website should not be your ONLY digital outlet. Fastline.com is a great supplement to your local digital efforts. Meta-Tags Also called meta-data, this information found in HTML page headers used to be the bread and butter of SEO marketing tactics. Still used today despite widely perceived diminishing relevance to search-engine rankings, the most common are the title, description, and keyword tags. Mobile Optimization Mobile optimization means designing and formatting your website so that it s easy to read and navigate from a mobile device. This can be done by either creating a separate mobile website or incorporating responsive design in initial site layout. Google's algorithm now rewards mobile-friendly websites, so if your site isn't fully optimized for mobile devices, your site will not show up in mobile searches. Fastline offers both options for mobile optimization on all websites that we design and host.

Native Advertising A type of online advertising that takes on the form and function of the platform it appears on. Its purpose is to make ads feel less like ads, and more like part of the conversation. That means it's usually a piece of sponsored content that's relative to the consumer experience, isn't interruptive, and looks and feels similar to its editorial environment. BigAg.com offers a form of native advertising through sponsored content. This opportunity puts relative content on BigAg.com that feels like a part of the conversation. Ask your Fastline Media Group sales representative for more information. Open Rate A measure of how many people on an email list open (or view) a particular email campaign. The open rate is normally expressed as a percentage, and we calculate it as follows: A 10% open rate would mean that of every 100 emails delivered to the inbox, 10 were actually opened. According to Constant Contact the average open rate for the Marketing, Advertising & Public Relations field is 10.60%. Fastline s average open rate is 15%. Organic Listings Also known as natural listings, these are search-engine results that have not been purchased. Think of the O like a ZERO, for FREE; it corresponds with SEO efforts. They are calculated solely by an engine s algorithm and are based on the merits of the listed pages. Typically, most search engines will display several sponsored ads related to search terms before displaying the non-paid listings. Page View A request to load a single Web page on the internet. Marketers use them to analyze their website and to see if any change on the web page results in more or fewer page views. Pay-Per-Click Also known as PPC, or SEM, this type of paid search marketing involves placing advertisements that run above or beside (and occasionally below) the free search-engine listings on Google, Bing, and Yahoo!. Typically, to get the highest position among these ads, website owners place a per-click bid. It s not uncommon to participate in a bidding war for coveted top spots. Pop-Up Ads Forms of online advertising on the World Wide Web intended to attract web traffic or capture email addresses. Pop-ups are generally new web browser windows to display advertisements. Responsive Design This is the practice of developing a website that adapts accordingly to how someone is viewing it. Instead of building a separate, distinct website for each specific device it could be viewed on, the site recognizes the device that your visitor is using and automatically generates a page that is responsive to the device the content is being viewed on - making websites always appear optimized for screens of any dimension. Fastline Media Group website hosting offers responsive design templates. Choose from several templates for a strategy that brings you a responsive design solution with lower costs and shorter development time.

Retargeting/Remarketing A form of online advertising that puts banner ads in front of people after they leave your website. Retargeting is a cookie-based technology that uses simple code to anonymously follow your audience all over the Web. Co-branding refers to a partnership in which two companies combine their products or expertise to create an even more valuable product or offer. Fastline Media Group offers an exclusive Fastline.com co-branded and traditional retargeting strategy. We work with you to design your strategy to target the right audience with the right message for maximum equipment and product exposure. Search Engine A website that allows users to search the Web for specific information by entering keywords. It can include paid or organic listings of websites and sometimes specific images, products, videos, music, place entries or other enhanced results. Search-Engine Marketing (SEM) A phrase sometimes used in contrast with SEO to describe paid search activities. Think of the M as MONEY, meaning that you pay for this type of activity. (Fastline invests heavily in SEM to make sure it s dealers' equipments is seen.) Search-Engine Optimization (SEO) The process of using website analysis and copy/design/structural adjustments to ensure both the highest possible positioning on desired search-engine results pages and the best experience for a given site s users. Think of the O like a ZERO, for FREE; corresponds with SEO efforts. Social Media Refers to all online tools and places that are available for users to generate content and communicate through the internet. These media include blogs, social networks, file-hosting sites and bookmarking sites, among others. Fastline Media Group s Social Media consulting service will work with you to develop your own social media strategy. Fastline Media Group can develop, test, train, maintain and fully manage your Facebook and other social media campaigns. Ask your Fastline Media Group sales rep if you would like to take advantage of social media to promote your business.

Social Network A site or community on the internet where members can interact with one another and share content. This term is more or less used interchangeably with social media in reference to internet marketing. Unique Visitor Also known as absolute unique visitor, this statistic represents visitors to a website that are counted once in a given time period despite the possibility of having made multiple visits. Determined by cookies, unique visitors are distinguished from regular visitor counts which would classify two or more visits from the same user as multiple visitors. Note Google Analytics has discontinued reporting on Unique Visitors. URL Universal or Uniform Resource Locator, this string of letters and numbers separated by periods and slashes is unique for every internet page. A page s address must be written in this form in order to be found on the World Wide Web. Visit/Visitor Visit: A visit consists of a series of pageviews that a single visitor makes during a period of activity. A visit ends after the visitor closes the browser, clears cookies, or is inactive for 30 minutes. (The timeout length is customizable in the tracking code settings.) Visitors: Visitors are defined by a unique ID - this ID is usually stored in a visitor's cookies. Whenever the tracking code is executed, it looks for cookies on the browser set by the current domain. If they can't be found, new cookies with a new ID are set. Google Analytics emphasizes visits over visitors because of the inherent inaccuracies of trying to track individual users. For example, a visitor who deletes their cookies, uses multiple browsers or shares their computer will show up inaccurately. New Visitor: A visitor who did not have Google Analytics cookies when they hit the first page in this visit. If a visitor deletes their cookies and comes back to the site, the visitor will be counted as a new visitor. Returning Visitor: A visitor with existing Google Analytics cookies from a previous visit. XML Feed The recommended option for displaying two or more websites simultaneously on the same page giving you optimum SEO benefit. They can also be used to create automatic sponsored link campaigns or dynamic retargeting campaigns.