A | B | C | D | E | F | G |H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y
A
A/B Testing – Creating two versions of content (e.g., ad copy, email, image, landing page) to test against each other in a campaign. This helps determine which version your audience responds to better.
Accessible Website – A website designed and developed to be usable by all people with varying abilities and disabilities. This enables businesses to reach more potential customers and limits the risk of legal liability.
Acquisition – Often used in the term CPA, meaning the cost per acquisition or sale. It refers to getting a new customer or making a sale.
Ad – A paid method of communicating with potential customers through different mediums, including mail, email, the internet, phone, or print. In digital marketing, this often includes display ads and search ads.
Ad Fatigue – What happens when users are overexposed to the same ad, resulting in fewer clicks and conversions. It’s a signal for advertisers to give the audience a new ad to see.
Ad Group – In a pay-per-click account, these are subcategories that contain ads targeting a group of keywords. They’re often organized into various ‘themes’ that make up a campaign.
AI (Artificial Intelligence) – In marketing, AI allows companies to deliver highly personalized interactions with customers and prospects. It can use consumer data hidden in keyword searches, social profiles, and more for a more effective digital experience.
Algorithm – In digital marketing, this is a complex set of rules search engines, social media, and advertising platforms use to choose what a user sees first. It typically considers factors like relevance to the audience, adherence to rules/guidelines, and new content.
Alt-Text (Alternative Text) – A word or phrase used to tag an image in a website’s code. It tells users or search engines what the image contains, which is helpful for accessibility and SEO.
Anchor Text – The clickable text that links one page to another, either within the same site or to a different site. This text is typically related to the content of the linked page and is often formatted as blue, underlined text.
Attribution – Determining which touchpoint of the marketing process is responsible for a sale or action. It shows which marketing efforts were successful in achieving the desired outcome.
Attribution Window – The number of days between when a person viewed or clicked your ad and subsequently took an action.
Audience – The target demographic on which to focus your content in an attempt to get them to take action. The audience can vary depending on the marketing channel, content, product, service, etc.
Audit – A full-scope look at how a website is performing. Often used for SEO purposes, this gives the company an in-depth look at all aspects of their website and tells them where they can improve.
B
B2B and B2C – Business to Business (B2B) and Business to Consumer (B2C) are two marketing terms that describe who businesses interact with. B2B means selling to other businesses, while B2C means selling to individual customers.
Backlink – An incoming hyperlink from one website to another. Having a large number of quality backlinks can improve your website’s performance and searchability from a search engine.
Bid – The price a marketer is willing to pay to show their ad. It’s commonly used in pay-per-click advertising and often refers to keyword bidding.
Billing Threshold – An amount that you can spend on ads before the social media platform advertising manager charges you.
Bing AdCenter – Microsoft’s platform for managing pay-per-click advertisements on Yahoo! and Bing. It’s the Microsoft alternative to Google Ads.
Blog – A section of a website with regularly updated articles or posts, to reach an audience interested in that subject.
Boosted Post – A term used in relation to a post on a social media page (like Facebook) that is paid to reach more people. It has limited capabilities compared to a full social media ad.
Bots (Web Crawlers) – Also referred to as a ‘Googlebot’ or ‘Spider,’ a bot is a program that looks at websites to gather information. They’re used by search engines to discover new or updated web pages.
Bounce Rate – The percentage of users who leave after only viewing one page of a website. In email marketing, it measures the percentage of emails that couldn’t be delivered to the recipient.
Browser Cache – Website files that your browser has downloaded and stored, which can be quickly re-accessed to view those web pages faster in the future.
Budget – Often categorized as the monthly allocation of spending the client wants to provide for advertising.
C
Call to Action (CTA) – A word or phrase used in marketing to get the audience to take a specific action. Common examples include “Buy Now,” “Contact Us,” “Call Today,” “Download Here,” “Learn More,” etc.
Campaign – A focused strategy, in a designated time frame, around a specific event, promotion, program, product, or other identified target within a segmented portion of a larger marketing plan.
CCPA (California Consumer Privacy Act) – A law that empowers consumers to access the personal data that companies have collected on them, to demand that it be deleted, and to prevent it from being sold to third parties.
Channel – The avenue or outlet an advertiser chooses to use to market to their audience. Common marketing channels can be Google, Email, Social Media, Mail, Organic, or Paid.
Clicks (Ad Clicks) – The total number of clicks on an online ad. This is most frequently how a company will track traffic, leads, or conversions.
Click-Through Rate (CTR) – The percentage of times a user will click on an ad if they are exposed to it. It indicates the percentage of times your ad received a click divided by the number of times it was shown.
CMS (Content Management System) – An application used to manage web content. WordPress, Duda, and Wix are examples of popular CMS platforms.
Code – In Digital Marketing, code refers to a set of programming instructions that make up a website or instruct a web page how to perform.
Community Management – The process of building and managing relationships with people who know, like, and trust your brand and engage with you online.
Contact Form – A section on a website with fillable fields that visitors use to contact the website owner.
Contact Management Software – A contact-centric database of information on customers and prospects made to track and customize interactions. Popular tools for this are Salesforce and Active Campaign.
Content – Any form of offline or online media that can be read, watched, or provides information or an interactive experience.
Content Marketing – A marketing strategy focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
Conversions – The act of a user completing the desired action from an ad. This can be any action like downloading a pdf, filling out a form, making a purchase, clicking on an ad, or calling a business.
Conversion API – A tool that allows you to share key web and offline events, or customer actions, directly from your server to other platforms like Facebook.
Conversion Rate (CVR) – The percentage of times the average user will convert from an ad if they have clicked on it.
Cookie – A small digital file that is stored on the backend of a user’s computer after they visit a site. This can be used by a business to learn about their customer, how they interact with their website, and remarket back to them based on their interests.
Copy (Ad Copy) – The text associated with an ad. Ad copy can also refer to the main content on the pages of a website.
Cost per Acquisition (CPA) – The amount a business or advertiser will spend on one conversion from an ad.
Cost per Click (CPC) – The amount a business or advertiser is paying per one click on their ad.
Cost per Lead (CPL) – The amount a business or advertiser is paying per one lead from an advertisement.
Cost per Thousand (CPM) – The amount a business or advertiser is paying per 1,000 impressions of an ad.
Crawl (Crawling) – The process of scanning a website to discover new pages, updated pages, or removed or redirected pages. This is how search engines understand and index websites.
D
Dashboard – A place to see all important metrics at a glance. Most often used in analytics tools, this workspace allows an advertiser to track the most important metrics to their business over a designated period of time and determines how users are interacting with their website.
Demographics – Statistical data relating to the general population or smaller groups within it. Generally, demographics are broken down by age, gender, location, income, occupation, behaviors, and habits.
Display Advertising – A type of online marketing that uses images or video to communicate their ad, rather than text-based advertising.
Display Ads – Ads shown on websites and apps that are typically more visual in nature, and are sometimes referred to as banner ads. They can show in many different formats such as text, images, and video.
Display Network – A network of websites and apps that display ads on their web pages. Google’s display network spans over 2 million websites that reach over 90% of people on the internet.
Domain – A name used in URLs to identify web pages and where they belong. For example, in the URL www.example.com/blogs, the domain name is example.com.
Domain Authority – The measure of power a domain name has, and how it ranks in a search engine. The domain authority is based on three main factors: age, popularity, and size.
E
Ecommerce (E-Commerce) – A classification for businesses that conduct business online. The most common form of e-commerce business is an online retailer that sells products directly to the consumer.
Email Automation – A way to send emails to the right people, with the right message, at the right time. Emails can be triggered by specific actions and at specific times using a third-party tool.
Email List – An audience list used specifically for email marketing.
Email Marketing – A type of content marketing specifically sent through email. It can be used to distribute content, sales promotions, services, or develop relationships with potential customers.
Engagement Rate – How much users are interacting with your brand, such as comments, shares, or likes on social media posts or blog articles.
F
Facebook Advertising – Facebook’s ad network that allows advertisers to reach its users. A range of ad types can be created to reach various goals set by companies.
Facebook Algorithm – The way Facebook prioritizes and shows content in its newsfeed, including personal connections and pages you follow.
Facebook Ads Manager – A tool for creating Facebook ads, managing when and where they’ll run, and tracking how well campaigns are performing on Facebook, Instagram, or their Audience Network.
Facebook Business Page – A public webpage on Facebook created to represent a company. It gives users access to Meta Suite of services and allows businesses to engage with users.
Facebook Profile – A personal Facebook account. Profiles are automatically created when a user signs up.
Frequency – The number of times an ad makes an impression on one person.
G
GDPR (General Data Protection Regulation) – Legislation to give those in the European Union more control over their personal data and how it’s used.
Geotargeting – When you target or serve information & content to a user based on their geographical location.
GIF – A file format for saving both animations or static images.
Google Account – A personal or business web-based authorization used for accessing Google’s services and applications.
Google Ads (formerly AdWords) – An online advertising service developed by Google which allows someone to create and serve ads on the web to help promote their business/products, raise awareness, and increase traffic to their website.
Google Analytics – A web statistics product developed by Google which tracks, reports, and retains website traffic data.
Google Business Profile – A tool that allows you to manage your online presence on Google Search and Google Maps.
Google Knowledge Panel – A box of information that can appear on Google when you search for something such as a person, place, organization or thing that is a part of Google’s Knowledge Graph.
Google Post – A Google feature that helps you catch customers’ attention and draw them to your business listing in Google search.
Google Search Console (GSC) – Previously named Google Webmaster Tools, it is a service for webmasters to monitor, maintain, and optimize their web presence.
Google Tag Manager (GTM) – A platform in Google that manages all tags for a website in one place, allowing the advertiser to easily change, update, or add new tags or code snippets to their site without having to go into the backend of the website. Oftentimes used to easily implement scripts for measuring website traffic and behavior.
H
H Tags (Header Tags) – HTML tags used to define headings and subheadings on a web page, ranging from h1 (most important) to h6 (least important).
Hashtag – A word or phrase beginning with the # symbol used in social media as a way for tagging, categorizing, and sorting content.
Header – Refers to either the top portion of a webpage that typically contains the logo and menu, or the section of a website’s code that contains important information about the site.
Hyperlink – An HTML code that creates a link from one webpage to another, characterized often by a highlighted word or image that takes you to the destined location when you click on it.
I
Impressions – The number of times an ad is seen by a potential customer.
Impression Share – The percentage of times viewers have seen an advertiser’s ad, in relation to the total possible amounts that ad could have been seen.
Inbound Link – Similar to a ‘backlink,’ it is a link directing users to a website from a separate or third-party site.
Inbound Marketing – Activities and strategies used for attracting potential users or customers to a website.
IP Address – A unique number that identifies a device using the internet to communicate over a network.
J
JavaScript – A programming language primarily used in web production that presents itself as animation or movement.
K
Keyword – In Search Engine Optimization, it is a word or set of words that is the focus of a web page.
Keyword Phrase – A group of two or more words that are used to find information in a search engine.
Keyword Research – The 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 marketing efforts.
Keyword Stuffing – The practice of loading a page with keywords or phrases in an effort to manipulate the site’s SEO rankings, is highly discouraged by search engines.
KPI (Key Performance Indicator) – A measurable value determined by a company to indicate how well an account is performing and used to evaluate success.
L
Landing Page – A solo web page with focused content that is designed to get a visitor to take a specific action.
Lead – A conversion from an ad that gives information on a potential customer that a sales team can then convert into a sale.
Lead Generation – The marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.
Lead Magnet – A tool used to help capture potential customers, such as a whitepaper, eBook, guide, or checklist offered in exchange for contact information.
Link – Also known as a hyperlink, is used to connect web pages on the internet.
Local Search Marketing – The practice of getting your business on the map and in the search results when people are looking for a business like yours in a specific geographic area.
Lookalike Audience – In Facebook advertising, this feature allows an account manager to upload an existing customer email list so Facebook can find similar profiles to create a new target audience.
M
Machine Learning – The study of how computers use data and algorithms to act after initial human direction.
Marketing Automation – The use of software to automate marketing processes, including email, social media, and other tasks that require repetition.
Metadata – Often in the form of tags, it encompasses the descriptions or keywords used to describe a web page’s content.
Meta Description – A tag in the HTML of a web page consisting of keywords and phrases giving a short summary of what the page is about.
Meta Title – Similar to the meta description, this is also a tag in the HTML of a web page that acts as the page title.
Mobile Responsive – The way a website (or other application) responds to the size of your mobile device by automatically resizing and adjusting to display in a more appropriate way.
Mobile Search – An online search performed from a mobile device, such as a smartphone.
N
New Users – In Google Analytics, this is the category of people who visit a site for the very first time.
Newsletter – A collection of organizational news, tips, or noteworthy info shared with a specific audience, either printed or online via email.
Niche – A specialized, well-defined segment of an overall market or audience.
Nonprofit Marketing – Marketing of a product, service, or cause for which the overall goal is not to make a monetary profit for the organization/marketer.
O
Opener – The part of content or copy that comes after a headline. It should be compelling, engaging, and entice the reader to keep moving down the page.
Opt-in – When some material is restricted in access and requires the giving of contact info or a request to specifically receive the material. It’s a way of ensuring that people actively choose to receive marketing communications.
Organic Traffic – Users coming to a website on their own through a search engine, like Google or Bing, unprompted and uninfluenced by advertisements.
Outbound Link – A link that comes from your website allowing the customer to leave your website and move to another site.
P
Page Speed – The time it takes for the content on a web page to load on a browser or mobile device.
Page Views – The number of times a user has visited a web page.
Paid Search Traffic – The number of users that come to a web page through a paid advertisement, typically through a PPC channel such as Google Ads or Facebook Advertising.
Pay-Per-Click (PPC) Advertising – A form of online advertising in which advertisers only pay for their ads when a user clicks on them.
Pixel – A piece of code used to track a goal that lives in the backend of a website. It can also refer to a standard measurement used for digital images.
Propagate – A term often used when working with domain and DNS changes, referring to the time it takes for DNS information to spread to different servers across the web.
Q
Quality Score – Used by Google, Yahoo!, and Bing, it is a metric used to measure the quality of ads, and can influence Cost per Click and ad rank.
R
Reach – The total number of unique people who view content over a specified period of time.
Relevancy – In online advertising, this refers to how closely the user’s search term matches the ad copy you show, as well as the content on the landing page.
Remarketing – Coming up with clever ways to reengage with people who’ve shown interest in your business in the past.
Retargeting – Focus paid ads to people who’ve visited your website or interacted on social media.
Return on Ad Spend (ROAS) – The value, monetary or otherwise, a business will receive from the money they put into advertising.
Return on Investment (ROI) – The benefit received from a certain investment compared to the cost.
RLSA (Remarketing Lists for Search Ads) – A Google Ads feature that allows businesses to create lists based on customer behavior from their website visitors so they can be retargeted with search ads.
S
Search Ads – Paid Google cost-per-click ads that appear on search engine result pages.
Search Engine – A software or platform that searches the Internet based on user queries.
Search Engine Marketing (SEM) – The practice of utilizing both paid & unpaid marketing strategies to market businesses within search engine results.
Search Engine Optimization (SEO) – The practice of increasing the visibility of your website in organic search engine results.
Sessions – The period of time that a user is interacting with your website.
Shopping Ads – A visual type of product ad that can appear on Google’s search result pages, typically consisting of a product image, name, price, and brand.
Sitemap – A structured list of the pages within a website that helps search engines index the site.
SSL (Secure Sockets Layer) – A security web technology that implements a secure, encrypted link for use between a website and a web browser, email client, or email server.
T
Tag – Also known as pixels, tags are pieces of code added to a website to collect and receive data based on user interaction.
Trigger – Often attached to a tag, it is an automated response that occurs based on user activity and allows the tag to fire.
U
Unique Visitors – A metric used in web analytics to show how many different, unique people view a website over a period of time.
URL (Uniform Resource Locator) – Also called a web address, it is typically displayed in a browser’s address bar and used to specify and identify a location on the World Wide Web.
Users – People that have made at least 1 visit to your website. This includes both new and returning visitors.
UX (User Experience) – Refers to how a user interacts with a website or app. Good UX is crucial to having a successful business, as it drives repeat users and engagement.
UI (User Interface) – The area with which a user interacts with something through a digital device. Good UI should be fluid and easy for most people to understand.
V
Value Proposition – A statement promising a service, good, or feature that a customer would benefit from when purchasing a product or service.
Variable – In the A/B testing process, it is the metric that is being tested or changed to determine which option works best, depending on a business’ goals.
Vector Image – Artwork made up of points, lines, and curves that are based upon mathematical equations, rather than solid colored square pixels. Logos are often vector images.
Visits – An old term in Google Analytics that was recently changed to “sessions”, meaning people who have landed on a page.
W
Webinar – An online seminar used to train, inform, or sell to an audience of viewers who signed up to view the presentation.
WordPress – The world’s most popular open-source content management system that powers websites, no matter how big or small.
X
XML Sitemap – A tool that helps search engines more effectively crawl a website. It is useful for businesses with large sites or with a significant number of web pages that are not linked to each other.
Y
YouTube – A video-hosting website and marketing platform owned by Google with its own ad targeting options.
