Vincents digital marketing glossary

TermDefinition Channels
A/B TestingTesting done to compare two variations of something against a variable. Often done to test the effectiveness of marketing tactics such as email marketing, landing pages, and different types of ads.Social Media Marketing, Pay Per Click Advertising, Email Marketing, Search Engine Optimisation, Advertisements
Above the foldPlacement on a website that is above the bottom cut off of the screen. It is best practice to put the most relevant information above the fold so it is the first thing a user will see — no scrolling needed.
Ad fatigueThis is what happens when users are over-exposed to the same ad and it results in less clicks and conversions.Pay Per Click Advertising, Social Media Marketing, Advertisements
Ad rankA value that's used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all.Pay Per Click Advertising, Advertisements
AnalyticsInformation resulting from the systematic analysis of data or statistics. In digital marketing, analytics is the information resulting from systematic analysis of data gathered from marketing activity such as email marketing, landing page A/B testing, or Google AdWords purchases.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
AudienceThe target demographic the ads are attempting to convert.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
AutomationUsing computer programs to automate repetitive Digital Marketing Tasks via some of the Digital Marketing tools is called AutomationSocial Media Marketing, Advertisements
Average PositionA metric in Google Adwords that assists advertisers to know where, on average, their ads are showing in Google search results pages.Pay Per Click Advertising, Advertisements
BacklinkComes into play when one website hyperlinks to any other website via an HTML href code. If a website ‘A’ gets incoming backlinks from websites B and C then those backlinks are votes of trust for website A and act as an SEO ranking factorSearch Engine Optimisation, Advertisements
Banner adsAlso known as “display ads”, these advertising units are images that advertisers place on known publishers’ websites in order to attract or re-attract their target audience.Pay Per Click Advertising, Advertisements
BidUsed in pay-per-click advertising, this often refers to keyword bidding, and the amount an advertiser will place on a keyword so Google will consider them in their algorithm.Pay Per Click Advertising, Advertisements
BloggingFrom the term “web log”, in which a user actively updates a visible section of a website in order to inform or attract users and customer on a regular basis.Content Marketing
Bounce RateThe percentage of visitants to a website that leaves quickly without clicking or interacting with any section of the webpagePay Per Click Advertising, Social Media Marketing, Search Engine Optimisation, Advertisements
ChannelThe avenue or outlet an advertiser chooses to use to market to their audience. Common marketing channels can be Google, Email, Social Media, Organic, or Paid.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Content MarketingThe creation and sharing of online content (videos, images, infographics, articles, etc.).Social Media Marketing
ConversionWhen a visitant takes the desired action while visiting your website, it is called conversion. Examples can be a purchase, membership signup, download, phone call or registration.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Conversion RateThe percentage of people who take a desired action on a website.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
CookieA small digital file that is stored on the backend of a user’s computer after they visit a site. This can stay on a computer either permanently or temporarily. Users can clear their cookies, or clear cache, to remove any temporarily stored cookies from their website. Cookies can be used by a business to learn about their customers, how they interact with their website, and remarket back to them based off of their interests.Pay Per Click Advertising, Social Media Marketing
Copy or Ad CopyThe text associated with an ad. Copy can also be referred to as the main content on the pages of a website, but when talking about ad copy it is usually in reference to the headlines and description that accompany the ad.Pay Per Click Advertising, Social Media Marketing, Advertisements
CPA – Cost Per AcquisitionIt is a metric in paid advertising platforms that calculates how much money is spent to get a new lead or customer.Pay Per Click Advertising, Social Media Marketing, Advertisements
CPC – cost per clickHow much an advertiser pays for each click on an advertisement.Pay Per Click Advertising, Social Media Marketing, Advertisements
CTA – Call to ActionA call-to-action is typically a button that prompts visitors to take an action. For example, “Shop Now” or “Call Now” buttons on a business page or advertisement.Pay Per Click Advertising, Social Media Marketing, Advertisements
CTR – Click Through RateThe proportion of visitors who see your ad end up clicking it.Pay Per Click Advertising, Social Media Marketing, Advertisements
DemographicsStatistical data relating to the general population or the smaller groups within it. Generally, demographics are broken down by age, gender, location, income, occupation, interests, and ethnicity.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Digital marketing funnela visualization of the calculations that starts with the total universe of targeted audiences, then measures those who click on a link from marketing content, the click through rate (CTR), the conversion rate, total conversions, order amount, and revenue.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Display AdvertisingA type of online marketing that uses images or video to communicate their ad, rather than text-based advertising. Display advertising is used across platforms like Google AdWords, AdRoll, Facebook, Instagram, and more.Pay Per Click Advertising, Advertisements
EngagementThe amount of interaction a piece of content gets from users. Measured by likes, shares, comments.Pay Per Click Advertising, Social Media Marketing
EvergreenContent that has value that last past the publish date and continue to be used and referenced by users long after it’s created.Content Marketing
Facebook Adsthe program operated by Facebook that enables paying customers to use hyper-targeting via Facebook profile tags and traits to reach a certain specific audience via advertisements placed in the users’ timeline.Pay Per Click Advertising, Social Media Marketing
FrequencyThe number of times an ad makes an impression on one person. Often, advertisers will limit the frequency of an ad so a user doesn’t experience ad fatigue by seeing the same ad too many times, and develop a negative connotation with that advertiser.Pay Per Click Advertising, Social Media Marketing
Google AdwordsAdWords is an online advertising service created by Google to assist you in marketing your products or services in the Google Search Engine. Through Google Ads, you can create online ads to reach people exactly when they're interested in the products and services that you offer.Pay Per Click Advertising
Google Keyword Planning ToolA free tool provided by Google within the Google AdWords interface that helps users find and plan which keywords to target with their advertising campaignsPay Per Click Advertising
ImpressionsThis term is utilised to define the number of times an ad will appear to its targeted audience.Pay Per Click Advertising, Social Media Marketing
KeywordA keyword is a word that your audience or customers used to search for related topics on search engines.Pay Per Click Advertising, Search Engine Optimisation
Keyword DensityKeyword density points to the percentage of how often a keyword appears on a webpage content with the total words on that page.Pay Per Click Advertising, Search Engine Optimisation
Keyword ProximityKeyword proximity points to the distance between two words or phrases, or how close keywords are to each other within a body of text.Pay Per Click Advertising, Search Engine Optimisation
Keyword ResearchThe practice of researching what terms or phrases people frequently search for and using that data to make informed decisions regarding which keywords a business should be targeting in their own campaign.Pay Per Click Advertising, Search Engine Optimisation
Keyword StemmingSearch engines group search results not only by specific keyword matches but also by changes of keywords in semantic groups, such as singular-plural, relevant suffixes and synonyms. Search engines view these similar keywords as synonyms. As a result, “keyword stemming” can subsequently help increase your reach.Pay Per Click Advertising, Search Engine Optimisation
Landing PageA page strictly used for leads that promotes, markets, or informs about a particular offer, event, or item.Pay Per Click Advertising, Search Engine Optimisation, Social Media Marketing
Landing page qualityA measure that Google Ads uses to estimate how relevant and useful your website's landing page will be to people who click your ad.Pay Per Click Advertising, Search Engine Optimisation, Social Media Marketing
LeadA user who shows interest in products or services (people who fill out information forms, request more info, etc.).Pay Per Click Advertising, Social Media Marketing
Lifetime customer valueThe total sum of all revenue estimated over the lifetime of a repeat customer; often used as a metric in evaluating marketing budgets for things like AdWords spends.Pay Per Click Advertising, Social Media Marketing
Organic trafficIt is a source of traffic to a website that comes by clicking on a non-paid search engine result.Search Engine Optimisation
Page SpeedThe time it takes for the content on a web page to load. While this is highly important for user experience, this is also becoming an increasingly important part of SEO optimisation.Pay Per Click Advertising, Search Engine Optimisation
Page ViewsThe number of times a user has visited a web page. Whether they are unique users visiting a page, or the same user visiting a page multiple times, they are all counted as a page view.Pay Per Click Advertising, Search Engine Optimisation
Paid TrafficPaid traffic is any traffic to your website generated through paid advertising. E.g. Google Adwords.Pay Per Click Advertising
PersonaThe ideal compilation of all the traits of the “perfect” user or customer for a marketer’s product or service.Pay Per Click Advertising, Social Media Marketing, Email Marketing
PPC – Pay-per-clickA paid form of advertisers used by marketers through tools like Google AdWords or Facebook Ads. The advertiser pays the tool every time a user clicks on the ad, thus giving it the name Pay-Per-Click.Pay Per Click Advertising
Quality ScoreUsed by Google, it is a metric used to measure the quality of ads, and can influence CPC and ad rank. Better quality scores may result in lower ad costs and better positions above organic results. Some factors that can influence quality score include relevance of ad copy, CTR, page speed, and landing page quality.Pay Per Click Advertising
ReachThe total number of views content receives over a specified period of time.Pay Per Click Advertising, Social Media Marketing, Email Marketing
RetargetingThe practice of putting targeted ads in front of an audience/user that has viewed your website or products before as they browse other website on the internet. Example: seeing a pair of shoes you abandoned in a shopping cart appear in an advertisement while checking Facebook.Pay Per Click Advertising, Social Media Marketing, Email Marketing
ROI – Return on investmentReturn on investment is a ratio between net profit and cost of investment. The formula is (gain-cost) divided by the cost, but can be based on a number of metrics.Pay Per Click Advertising, Social Media Marketing
SEO – Search Engine optimisationSearch engine optimisation is the process of growing the quality and quantity of website traffic by increasing the visibility of a web page to users of a web search engine.Pay Per Click Advertising, Search Engine Optimisation
TermDefinition Channels
A/B TestingTesting done to compare two variations of something against a variable. Often done to test the effectiveness of marketing tactics such as email marketing, landing pages, and different types of ads.Social Media Marketing, Pay Per Click Advertising, Email Marketing, Search Engine Optimisation, Advertisements
Ad fatigueThis is what happens when users are over-exposed to the same ad and it results in less clicks and conversions.Pay Per Click Advertising, Social Media Marketing, Advertisements
AnalyticsInformation resulting from the systematic analysis of data or statistics. In digital marketing, analytics is the information resulting from systematic analysis of data gathered from marketing activity such as email marketing, landing page A/B testing, or Google AdWords purchases.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
AudienceThe target demographic the ads are attempting to convert.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
AutomationUsing computer programs to automate repetitive Digital Marketing Tasks via some of the Digital Marketing tools is called AutomationSocial Media Marketing, Advertisements
Bounce RateThe percentage of visitants to a website that leaves quickly without clicking or interacting with any section of the webpagePay Per Click Advertising, Social Media Marketing, Search Engine Optimisation, Advertisements
ChannelThe avenue or outlet an advertiser chooses to use to market to their audience. Common marketing channels can be Google, Email, Social Media, Organic, or Paid.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Content MarketingThe creation and sharing of online content (videos, images, infographics, articles, etc.).Social Media Marketing
ConversionWhen a visitant takes the desired action while visiting your website, it is called conversion. Examples can be a purchase, membership signup, download, phone call or registration.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Conversion RateThe percentage of people who take a desired action on a website.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
CookieA small digital file that is stored on the backend of a user’s computer after they visit a site. This can stay on a computer either permanently or temporarily. Users can clear their cookies, or clear cache, to remove any temporarily stored cookies from their website. Cookies can be used by a business to learn about their customers, how they interact with their website, and remarket back to them based off of their interests.Pay Per Click Advertising, Social Media Marketing
Copy or Ad CopyThe text associated with an ad. Copy can also be referred to as the main content on the pages of a website, but when talking about ad copy it is usually in reference to the headlines and description that accompany the ad.Pay Per Click Advertising, Social Media Marketing, Advertisements
CPA – Cost Per AcquisitionIt is a metric in paid advertising platforms that calculates how much money is spent to get a new lead or customer.Pay Per Click Advertising, Social Media Marketing, Advertisements
CPC – cost per clickHow much an advertiser pays for each click on an advertisement.Pay Per Click Advertising, Social Media Marketing, Advertisements
CTA – Call to ActionA call-to-action is typically a button that prompts visitors to take an action. For example, “Shop Now” or “Call Now” buttons on a business page or advertisement.Pay Per Click Advertising, Social Media Marketing, Advertisements
CTR – Click Through RateThe proportion of visitors who see your ad end up clicking it.Pay Per Click Advertising, Social Media Marketing, Advertisements
DemographicsStatistical data relating to the general population or the smaller groups within it. Generally, demographics are broken down by age, gender, location, income, occupation, interests, and ethnicity.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Digital marketing funnela visualization of the calculations that starts with the total universe of targeted audiences, then measures those who click on a link from marketing content, the click through rate (CTR), the conversion rate, total conversions, order amount, and revenue.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
EngagementThe amount of interaction a piece of content gets from users. Measured by likes, shares, comments.Pay Per Click Advertising, Social Media Marketing
Facebook Adsthe program operated by Facebook that enables paying customers to use hyper-targeting via Facebook profile tags and traits to reach a certain specific audience via advertisements placed in the users’ timeline.Pay Per Click Advertising, Social Media Marketing
FrequencyThe number of times an ad makes an impression on one person. Often, advertisers will limit the frequency of an ad so a user doesn’t experience ad fatigue by seeing the same ad too many times, and develop a negative connotation with that advertiser.Pay Per Click Advertising, Social Media Marketing
ImpressionsThis term is utilised to define the number of times an ad will appear to its targeted audience.Pay Per Click Advertising, Social Media Marketing
Landing PageA page strictly used for leads that promotes, markets, or informs about a particular offer, event, or item.Pay Per Click Advertising, Search Engine Optimisation, Social Media Marketing
Landing page qualityA measure that Google Ads uses to estimate how relevant and useful your website's landing page will be to people who click your ad.Pay Per Click Advertising, Search Engine Optimisation, Social Media Marketing
LeadA user who shows interest in products or services (people who fill out information forms, request more info, etc.).Pay Per Click Advertising, Social Media Marketing
Lifetime customer valueThe total sum of all revenue estimated over the lifetime of a repeat customer; often used as a metric in evaluating marketing budgets for things like AdWords spends.Pay Per Click Advertising, Social Media Marketing
PersonaThe ideal compilation of all the traits of the “perfect” user or customer for a marketer’s product or service.Pay Per Click Advertising, Social Media Marketing, Email Marketing
ReachThe total number of views content receives over a specified period of time.Pay Per Click Advertising, Social Media Marketing, Email Marketing
RetargetingThe practice of putting targeted ads in front of an audience/user that has viewed your website or products before as they browse other website on the internet. Example: seeing a pair of shoes you abandoned in a shopping cart appear in an advertisement while checking Facebook.Pay Per Click Advertising, Social Media Marketing, Email Marketing
ROI – Return on investmentReturn on investment is a ratio between net profit and cost of investment. The formula is (gain-cost) divided by the cost, but can be based on a number of metrics.Pay Per Click Advertising, Social Media Marketing
TermDefinition Channels
A/B TestingTesting done to compare two variations of something against a variable. Often done to test the effectiveness of marketing tactics such as email marketing, landing pages, and different types of ads.Social Media Marketing, Pay Per Click Advertising, Email Marketing, Search Engine Optimisation, Advertisements
Ad fatigueThis is what happens when users are over-exposed to the same ad and it results in less clicks and conversions.Pay Per Click Advertising, Social Media Marketing, Advertisements
Ad rankA value that's used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all.Pay Per Click Advertising, Advertisements
AnalyticsInformation resulting from the systematic analysis of data or statistics. In digital marketing, analytics is the information resulting from systematic analysis of data gathered from marketing activity such as email marketing, landing page A/B testing, or Google AdWords purchases.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
AudienceThe target demographic the ads are attempting to convert.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Average PositionA metric in Google Adwords that assists advertisers to know where, on average, their ads are showing in Google search results pages.Pay Per Click Advertising, Advertisements
Banner adsAlso known as “display ads”, these advertising units are images that advertisers place on known publishers’ websites in order to attract or re-attract their target audience.Pay Per Click Advertising, Advertisements
BidUsed in pay-per-click advertising, this often refers to keyword bidding, and the amount an advertiser will place on a keyword so Google will consider them in their algorithm.Pay Per Click Advertising, Advertisements
Bounce RateThe percentage of visitants to a website that leaves quickly without clicking or interacting with any section of the webpagePay Per Click Advertising, Social Media Marketing, Search Engine Optimisation, Advertisements
ChannelThe avenue or outlet an advertiser chooses to use to market to their audience. Common marketing channels can be Google, Email, Social Media, Organic, or Paid.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
ConversionWhen a visitant takes the desired action while visiting your website, it is called conversion. Examples can be a purchase, membership signup, download, phone call or registration.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Conversion RateThe percentage of people who take a desired action on a website.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
CookieA small digital file that is stored on the backend of a user’s computer after they visit a site. This can stay on a computer either permanently or temporarily. Users can clear their cookies, or clear cache, to remove any temporarily stored cookies from their website. Cookies can be used by a business to learn about their customers, how they interact with their website, and remarket back to them based off of their interests.Pay Per Click Advertising, Social Media Marketing
Copy or Ad CopyThe text associated with an ad. Copy can also be referred to as the main content on the pages of a website, but when talking about ad copy it is usually in reference to the headlines and description that accompany the ad.Pay Per Click Advertising, Social Media Marketing, Advertisements
CPA – Cost Per AcquisitionIt is a metric in paid advertising platforms that calculates how much money is spent to get a new lead or customer.Pay Per Click Advertising, Social Media Marketing, Advertisements
CPC – cost per clickHow much an advertiser pays for each click on an advertisement.Pay Per Click Advertising, Social Media Marketing, Advertisements
CTA – Call to ActionA call-to-action is typically a button that prompts visitors to take an action. For example, “Shop Now” or “Call Now” buttons on a business page or advertisement.Pay Per Click Advertising, Social Media Marketing, Advertisements
CTR – Click Through RateThe proportion of visitors who see your ad end up clicking it.Pay Per Click Advertising, Social Media Marketing, Advertisements
DemographicsStatistical data relating to the general population or the smaller groups within it. Generally, demographics are broken down by age, gender, location, income, occupation, interests, and ethnicity.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Digital marketing funnela visualization of the calculations that starts with the total universe of targeted audiences, then measures those who click on a link from marketing content, the click through rate (CTR), the conversion rate, total conversions, order amount, and revenue.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Display AdvertisingA type of online marketing that uses images or video to communicate their ad, rather than text-based advertising. Display advertising is used across platforms like Google AdWords, AdRoll, Facebook, Instagram, and more.Pay Per Click Advertising, Advertisements
EngagementThe amount of interaction a piece of content gets from users. Measured by likes, shares, comments.Pay Per Click Advertising, Social Media Marketing
Facebook Adsthe program operated by Facebook that enables paying customers to use hyper-targeting via Facebook profile tags and traits to reach a certain specific audience via advertisements placed in the users’ timeline.Pay Per Click Advertising, Social Media Marketing
FrequencyThe number of times an ad makes an impression on one person. Often, advertisers will limit the frequency of an ad so a user doesn’t experience ad fatigue by seeing the same ad too many times, and develop a negative connotation with that advertiser.Pay Per Click Advertising, Social Media Marketing
Google AdwordsAdWords is an online advertising service created by Google to assist you in marketing your products or services in the Google Search Engine. Through Google Ads, you can create online ads to reach people exactly when they're interested in the products and services that you offer.Pay Per Click Advertising
Google Keyword Planning ToolA free tool provided by Google within the Google AdWords interface that helps users find and plan which keywords to target with their advertising campaignsPay Per Click Advertising
ImpressionsThis term is utilised to define the number of times an ad will appear to its targeted audience.Pay Per Click Advertising, Social Media Marketing
KeywordA keyword is a word that your audience or customers used to search for related topics on search engines.Pay Per Click Advertising, Search Engine Optimisation
Keyword DensityKeyword density points to the percentage of how often a keyword appears on a webpage content with the total words on that page.Pay Per Click Advertising, Search Engine Optimisation
Keyword ProximityKeyword proximity points to the distance between two words or phrases, or how close keywords are to each other within a body of text.Pay Per Click Advertising, Search Engine Optimisation
Keyword ResearchThe practice of researching what terms or phrases people frequently search for and using that data to make informed decisions regarding which keywords a business should be targeting in their own campaign.Pay Per Click Advertising, Search Engine Optimisation
Keyword StemmingSearch engines group search results not only by specific keyword matches but also by changes of keywords in semantic groups, such as singular-plural, relevant suffixes and synonyms. Search engines view these similar keywords as synonyms. As a result, “keyword stemming” can subsequently help increase your reach.Pay Per Click Advertising, Search Engine Optimisation
Landing PageA page strictly used for leads that promotes, markets, or informs about a particular offer, event, or item.Pay Per Click Advertising, Search Engine Optimisation, Social Media Marketing
Landing page qualityA measure that Google Ads uses to estimate how relevant and useful your website's landing page will be to people who click your ad.Pay Per Click Advertising, Search Engine Optimisation, Social Media Marketing
LeadA user who shows interest in products or services (people who fill out information forms, request more info, etc.).Pay Per Click Advertising, Social Media Marketing
Lifetime customer valueThe total sum of all revenue estimated over the lifetime of a repeat customer; often used as a metric in evaluating marketing budgets for things like AdWords spends.Pay Per Click Advertising, Social Media Marketing
Page SpeedThe time it takes for the content on a web page to load. While this is highly important for user experience, this is also becoming an increasingly important part of SEO optimisation.Pay Per Click Advertising, Search Engine Optimisation
Page ViewsThe number of times a user has visited a web page. Whether they are unique users visiting a page, or the same user visiting a page multiple times, they are all counted as a page view.Pay Per Click Advertising, Search Engine Optimisation
Paid TrafficPaid traffic is any traffic to your website generated through paid advertising. E.g. Google Adwords.Pay Per Click Advertising
PersonaThe ideal compilation of all the traits of the “perfect” user or customer for a marketer’s product or service.Pay Per Click Advertising, Social Media Marketing, Email Marketing
PPC – Pay-per-clickA paid form of advertisers used by marketers through tools like Google AdWords or Facebook Ads. The advertiser pays the tool every time a user clicks on the ad, thus giving it the name Pay-Per-Click.Pay Per Click Advertising
Quality ScoreUsed by Google, it is a metric used to measure the quality of ads, and can influence CPC and ad rank. Better quality scores may result in lower ad costs and better positions above organic results. Some factors that can influence quality score include relevance of ad copy, CTR, page speed, and landing page quality.Pay Per Click Advertising
ReachThe total number of views content receives over a specified period of time.Pay Per Click Advertising, Social Media Marketing, Email Marketing
RetargetingThe practice of putting targeted ads in front of an audience/user that has viewed your website or products before as they browse other website on the internet. Example: seeing a pair of shoes you abandoned in a shopping cart appear in an advertisement while checking Facebook.Pay Per Click Advertising, Social Media Marketing, Email Marketing
ROI – Return on investmentReturn on investment is a ratio between net profit and cost of investment. The formula is (gain-cost) divided by the cost, but can be based on a number of metrics.Pay Per Click Advertising, Social Media Marketing
SEO – Search Engine optimisationSearch engine optimisation is the process of growing the quality and quantity of website traffic by increasing the visibility of a web page to users of a web search engine.Pay Per Click Advertising, Search Engine Optimisation
TermDefinition Channels
A/B TestingTesting done to compare two variations of something against a variable. Often done to test the effectiveness of marketing tactics such as email marketing, landing pages, and different types of ads.Social Media Marketing, Pay Per Click Advertising, Email Marketing, Search Engine Optimisation, Advertisements
BacklinkComes into play when one website hyperlinks to any other website via an HTML href code. If a website ‘A’ gets incoming backlinks from websites B and C then those backlinks are votes of trust for website A and act as an SEO ranking factorSearch Engine Optimisation, Advertisements
Bounce RateThe percentage of visitants to a website that leaves quickly without clicking or interacting with any section of the webpagePay Per Click Advertising, Social Media Marketing, Search Engine Optimisation, Advertisements
KeywordA keyword is a word that your audience or customers used to search for related topics on search engines.Pay Per Click Advertising, Search Engine Optimisation
Keyword DensityKeyword density points to the percentage of how often a keyword appears on a webpage content with the total words on that page.Pay Per Click Advertising, Search Engine Optimisation
Keyword ProximityKeyword proximity points to the distance between two words or phrases, or how close keywords are to each other within a body of text.Pay Per Click Advertising, Search Engine Optimisation
Keyword ResearchThe practice of researching what terms or phrases people frequently search for and using that data to make informed decisions regarding which keywords a business should be targeting in their own campaign.Pay Per Click Advertising, Search Engine Optimisation
Keyword StemmingSearch engines group search results not only by specific keyword matches but also by changes of keywords in semantic groups, such as singular-plural, relevant suffixes and synonyms. Search engines view these similar keywords as synonyms. As a result, “keyword stemming” can subsequently help increase your reach.Pay Per Click Advertising, Search Engine Optimisation
Landing PageA page strictly used for leads that promotes, markets, or informs about a particular offer, event, or item.Pay Per Click Advertising, Search Engine Optimisation, Social Media Marketing
Landing page qualityA measure that Google Ads uses to estimate how relevant and useful your website's landing page will be to people who click your ad.Pay Per Click Advertising, Search Engine Optimisation, Social Media Marketing
Organic trafficIt is a source of traffic to a website that comes by clicking on a non-paid search engine result.Search Engine Optimisation
Page SpeedThe time it takes for the content on a web page to load. While this is highly important for user experience, this is also becoming an increasingly important part of SEO optimisation.Pay Per Click Advertising, Search Engine Optimisation
Page ViewsThe number of times a user has visited a web page. Whether they are unique users visiting a page, or the same user visiting a page multiple times, they are all counted as a page view.Pay Per Click Advertising, Search Engine Optimisation
SEO – Search Engine optimisationSearch engine optimisation is the process of growing the quality and quantity of website traffic by increasing the visibility of a web page to users of a web search engine.Pay Per Click Advertising, Search Engine Optimisation
TermDefinition Channels
A/B TestingTesting done to compare two variations of something against a variable. Often done to test the effectiveness of marketing tactics such as email marketing, landing pages, and different types of ads.Social Media Marketing, Pay Per Click Advertising, Email Marketing, Search Engine Optimisation, Advertisements
AnalyticsInformation resulting from the systematic analysis of data or statistics. In digital marketing, analytics is the information resulting from systematic analysis of data gathered from marketing activity such as email marketing, landing page A/B testing, or Google AdWords purchases.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
AudienceThe target demographic the ads are attempting to convert.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
ChannelThe avenue or outlet an advertiser chooses to use to market to their audience. Common marketing channels can be Google, Email, Social Media, Organic, or Paid.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
ConversionWhen a visitant takes the desired action while visiting your website, it is called conversion. Examples can be a purchase, membership signup, download, phone call or registration.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Conversion RateThe percentage of people who take a desired action on a website.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
DemographicsStatistical data relating to the general population or the smaller groups within it. Generally, demographics are broken down by age, gender, location, income, occupation, interests, and ethnicity.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Digital marketing funnela visualization of the calculations that starts with the total universe of targeted audiences, then measures those who click on a link from marketing content, the click through rate (CTR), the conversion rate, total conversions, order amount, and revenue.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
PersonaThe ideal compilation of all the traits of the “perfect” user or customer for a marketer’s product or service.Pay Per Click Advertising, Social Media Marketing, Email Marketing
ReachThe total number of views content receives over a specified period of time.Pay Per Click Advertising, Social Media Marketing, Email Marketing
RetargetingThe practice of putting targeted ads in front of an audience/user that has viewed your website or products before as they browse other website on the internet. Example: seeing a pair of shoes you abandoned in a shopping cart appear in an advertisement while checking Facebook.Pay Per Click Advertising, Social Media Marketing, Email Marketing
TermDefinition Channels
RetargetingThe practice of putting targeted ads in front of an audience/user that has viewed your website or products before as they browse other website on the internet. Example: seeing a pair of shoes you abandoned in a shopping cart appear in an advertisement while checking Facebook.Pay Per Click Advertising, Social Media Marketing, Email Marketing
TermDefinition Channels
BloggingFrom the term “web log”, in which a user actively updates a visible section of a website in order to inform or attract users and customer on a regular basis.Content Marketing
Content MarketingThe creation and sharing of online content (videos, images, infographics, articles, etc.).Social Media Marketing
EvergreenContent that has value that last past the publish date and continue to be used and referenced by users long after it’s created.Content Marketing
TermDefinition Channels
A/B TestingTesting done to compare two variations of something against a variable. Often done to test the effectiveness of marketing tactics such as email marketing, landing pages, and different types of ads.Social Media Marketing, Pay Per Click Advertising, Email Marketing, Search Engine Optimisation, Advertisements
Ad fatigueThis is what happens when users are over-exposed to the same ad and it results in less clicks and conversions.Pay Per Click Advertising, Social Media Marketing, Advertisements
Ad rankA value that's used to determine your ad position (where ads are shown on a page relative to other ads) and whether your ads will show at all.Pay Per Click Advertising, Advertisements
AnalyticsInformation resulting from the systematic analysis of data or statistics. In digital marketing, analytics is the information resulting from systematic analysis of data gathered from marketing activity such as email marketing, landing page A/B testing, or Google AdWords purchases.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
AudienceThe target demographic the ads are attempting to convert.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
AutomationUsing computer programs to automate repetitive Digital Marketing Tasks via some of the Digital Marketing tools is called AutomationSocial Media Marketing, Advertisements
Average PositionA metric in Google Adwords that assists advertisers to know where, on average, their ads are showing in Google search results pages.Pay Per Click Advertising, Advertisements
BacklinkComes into play when one website hyperlinks to any other website via an HTML href code. If a website ‘A’ gets incoming backlinks from websites B and C then those backlinks are votes of trust for website A and act as an SEO ranking factorSearch Engine Optimisation, Advertisements
Banner adsAlso known as “display ads”, these advertising units are images that advertisers place on known publishers’ websites in order to attract or re-attract their target audience.Pay Per Click Advertising, Advertisements
BidUsed in pay-per-click advertising, this often refers to keyword bidding, and the amount an advertiser will place on a keyword so Google will consider them in their algorithm.Pay Per Click Advertising, Advertisements
Bounce RateThe percentage of visitants to a website that leaves quickly without clicking or interacting with any section of the webpagePay Per Click Advertising, Social Media Marketing, Search Engine Optimisation, Advertisements
ChannelThe avenue or outlet an advertiser chooses to use to market to their audience. Common marketing channels can be Google, Email, Social Media, Organic, or Paid.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
ConversionWhen a visitant takes the desired action while visiting your website, it is called conversion. Examples can be a purchase, membership signup, download, phone call or registration.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Conversion RateThe percentage of people who take a desired action on a website.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Copy or Ad CopyThe text associated with an ad. Copy can also be referred to as the main content on the pages of a website, but when talking about ad copy it is usually in reference to the headlines and description that accompany the ad.Pay Per Click Advertising, Social Media Marketing, Advertisements
CPA – Cost Per AcquisitionIt is a metric in paid advertising platforms that calculates how much money is spent to get a new lead or customer.Pay Per Click Advertising, Social Media Marketing, Advertisements
CPC – cost per clickHow much an advertiser pays for each click on an advertisement.Pay Per Click Advertising, Social Media Marketing, Advertisements
CTA – Call to ActionA call-to-action is typically a button that prompts visitors to take an action. For example, “Shop Now” or “Call Now” buttons on a business page or advertisement.Pay Per Click Advertising, Social Media Marketing, Advertisements
CTR – Click Through RateThe proportion of visitors who see your ad end up clicking it.Pay Per Click Advertising, Social Media Marketing, Advertisements
DemographicsStatistical data relating to the general population or the smaller groups within it. Generally, demographics are broken down by age, gender, location, income, occupation, interests, and ethnicity.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Digital marketing funnela visualization of the calculations that starts with the total universe of targeted audiences, then measures those who click on a link from marketing content, the click through rate (CTR), the conversion rate, total conversions, order amount, and revenue.Pay Per Click Advertising, Social Media Marketing, Email Marketing, Advertisements
Display AdvertisingA type of online marketing that uses images or video to communicate their ad, rather than text-based advertising. Display advertising is used across platforms like Google AdWords, AdRoll, Facebook, Instagram, and more.Pay Per Click Advertising, Advertisements
Facebook Adsthe program operated by Facebook that enables paying customers to use hyper-targeting via Facebook profile tags and traits to reach a certain specific audience via advertisements placed in the users’ timeline.Pay Per Click Advertising, Social Media Marketing