Digital Marketing Glossary

An A to Z Of All Useful Digital Marketing Terms

• A/B testing: Creating two versions of something to test which will perform better. A is called control, which is the standard or normal version, where B you change a particular variable to test the effectiveness of the new piece.

• Ad: A paid method of online advertisement (commonly on Google or social media platforms) that displays information and images to convince the user to click through to the corresponding web page.

• Ad fatigue: When your ad is overexposed to the same users and the clicks and conversions drop, your ad’s effectiveness is lowered. Most common on Facebook.

• Algorithm: In digital marketing, an Algorithm is a complex set of rules that a platform (like Google, Facebook, or Instagram) uses to operate.

• Alt-Text: Stands for alternative text. Alt-text is the text that an image contains and presents only if the image isn’t viewable.

• Attribution: A process of determining which point in the marketing process is responsible for a customer’s conversion. Often used in advertising.

• Audience: The demographic you are targeting with your business to make sales. It’s common to have more than one audience.

• Audit: A full scope view & report of how something is performing (often a website). Will provide an in-depth look at every aspect, indicating strengths and areas to improve.

• Backlink: A link from one website to another, which is used for credibility and improving SEO.

• Blog: A page or collection of web pages that consist of information around a subject. Often personal, blogs are used to convey information about a person, company, or product to customers and leads.

• Bounce rate: Used to describe how many visitors to your webpage leave immediately after landing on your page.

• Call to Action: A call to action (or CTA) is a word or phrase that convinces your audience to take an action. Such phrases can include “Click here to finish your order”, buy today”, and etc.

• Campaign: A multiple effort activity in marketing, usually about ads or advertisement, to achieve a preset goal.

• CTR: CTR (or Click Through Rate) is a percentage of people who land on your landing page and follow through with your Call to Action and continue to the next part of your marketing funnel.

• Conversions: The act of a user or lead completing the desired action, such as a lead clicking the “buy now” button and purchasing your product.

• CVR: CVR (or conversion rate) is the percentage of times the average user will convert from an ad they have clicked on.

• Cookie: A small digital file that is stored on the user’s computer after they visit a site, commonly used to track information. Cookies can be temporary or permanent, and are very often harmless and used to improve customer experience.

• Copy: Copy (or ad copy, or copywriting) is the text of an ad, landing page, or email.

• CPA: CPA (or Cost per Acquisition) is the price it costs your business to convert a stranger into a paying customer.

• CPC: CPC (or cost per click) is the amount a business must pay an advertiser every time the ad gets a user click.

• CPM: CPM (or cost per thousand) Is the amount a business must pay per 1,000 impressions for their ad (on a social media platform).

• Creative: The imagery of an advertisement, or sometimes video.

• Demographics: Statistical data that categorizes a specific group of people around common interests (example: age).

• Email List: An email list is the subscribers you have on your email list.

• Google AdWords: Google AdWords is Google’s PPC advertisement platform.

• Google Analytics: Google Analytics (or GA) is a software platform used to track a variety of digital marketing statistics, commonly relating to a website.

• H tags: Commonly referred to as a header tag in Copy or HTML code.

• Impressions: The number of times an ad is seen by potential customers.

• Index: The process of gathering and recording all pages in Google’s servers.

• ROAS: ROAS (or return on ad spend) refers to the value a business receives from the money they invest in digital advertisement.

• ROI: ROI (or return on investment) is the benefit received from a certain investment in comparison to the cost of that activity.

• Search Engine: A platform where users can search the internet with queries.

• SEO: SEO (or search engine optimization) is the process of improving your website, and thus, the rank it has in Google.

• Sitemap: A structured list of pages within a website.

• Spider: A bot that search engines use to crawl websites and index them into their database.

• Value Proposition: A statement promising a service, good, or feature that a customer will benefit from after their purchase.

• Variable: A metric that often can be measured, and is subject to change.

• Web Page: A singular web page of a website.

• Website Rank: How high your website is “ranked” in Google (example: The very first website in Google that isn’t an ad is ranked 1st).

• WordPress: A free and easy-to-use website creator.

A to Z of digital marketing term and definitions of digital marketing jargon! If you’re curious what a certain phrase or acronym means, check above!