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Glossary

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Digital Marketing

We make it look easy, but here is some of the jargon from our world, in case you want to sound smart at your next SEO party.

The area of a web page that is visible before the website viewer scrolls down the page.

A marketplace that allows Internet publishers (websites with open ad spots) and advertisers (your client’s ads to put in those ad spots) to buy and sell advertising inventory in real-time auctions, as opposed to the historical method or buying advertising by price negotiation, contracts, etc.

The delivery of an ad from an ad server to the viewer’s device. For example, ‘we served 100,000 impressions to our targeted audience.’

Attribution is a fancy word for the marketing channels that are driving ROI. Attribution describes the part of a marketing campaign that had the greatest effect on the consumer.

Targeting viewers, including but not limited to, interests, purchase habits, occupations, life stage, etc. For example, ‘household income over $100.000,’ ‘interest in sports and recreation,’ ‘back to school shoppers,’ ‘millennials.’

The percentage of single-page visits to a website in which a person leaves the website from the landing page without clicking anything. 26 to 40% is excellent. 41 to 55% is average. 56 to 70% is higher than average, but may not be cause for alarm depending on the website. Anything over 70% is disappointing for everything outside of blogs, news, events, etc.

A process in which advertisers target a consumer based on their psychographic data (search terms, recent browsing history, recent purchases, social media likes, etc.). Using that data, the consumer can be served targeted ads on relevant websites that match their profile. The goal is to present ads to consumers representing products and services that they are already interested in. Programmatic Advertising is a method of Contextual Marketing.

Cost Per Acquisition is the measurement of the cost of acquiring a customer who clicks on a website link or completes any action—in other words, the return on marketing investment, in particular, total marketing spend over total front-end conversions.

Cost Per Like defines the cost of acquiring a new fan for a social media page. The Like or Follow can be acquired through a paid advertisement or any other earned media effort.

Cost per Thousand is the cost to serve 1,000 impressions. For example, a $3.95 CPM means it costs $395 to serve 100,000 impressions.

Click-Through Rate is the percentage of clicks per total impressions; this shows how often viewers who are served an ad end up clicking on it. The Google published industry average for normal display ads is 0.06%. This platform consistently delivers CTRs greater than the average.

Viewers who take the client’s desired action (by placing an order or visiting a specific page on the client’s website). We track this with a Conversion Pixel, which is a snippet of code placed on the website page.

Location-based marketing where you would get a message or ad within a certain virtual boundary around a specific location. Drawing a circle (or polygon) around your business on a map to target people who are in the area. Businesses that have an app can use geofencing to target people near the business, drawing them in with a special offer or promotion.

An ad that uses code to display and ad instead of an image. This can have more features and interactivity than static images (like a web page within the ad spot)

With Facebook and Google making it easier and easier for local consumers to find the right business in their area, having a hyperlocal marketing strategy is imperative for businesses that want to compete in today’s digital world. Hyperlocal means an area close to home—targeting the people within walking or driving distance to a business, or those united in one identifiable community.

Inbound marketing refers to the activities and strategies used for attracting potential users or customers to a website. “Inbound” is a more recent euphemism for what has traditionally been called “SEO.” Inbound marketing is crucial to having a good web presence, as it’s used as a way to attract prospective customers by educating and building trust about your services, product and/or brand.

Ad views. The number of times an ad has been shown to a viewer (‘served’), regardless of whether the viewer has actually seen or interacted with the ad.

The number of available ad spots on a website that we have access to. For example, if a website averages 1,000 visits per week and has space for 3 display ads, then the inventory for that site is 3,000 impressions per week. Websites that do not have available ad spots (marked by ‘Ad Choices’), do not have inventory.

Key Performance Indicators are used to measure the success of digital marketing campaign or business. For example: click through rate, page views, website traffic, bounce rate, email open rate, conversion rate, etc.

A client website page that a user is directed to after clicking on an ad.

Google talks about micro-moments all the time. They’re those little moments in your life when you need help with something so you reach for your phone. Micro-moments are broken down into moments such as “I want to know,” “I want to go” and “I want to do,” among others. According to Think with Google, 91% of people use their mobile device to research information in the middle of a task. The best brands capitalize on micro-moments by understanding what their customers want and then crafting strategies to answer their customers’ key questions in real time. To make the most of micro-moments, supply your customers with actionable content that’s useful any time, any place.

An advertising model in which an ad on a website behaves like a part of the site’s content. This is widely popular for content promotion.

Omni-channel is a marketing approach that prioritizes a seamless brand experience for customers wherever they are browsing and consuming content. Always being where your customer is makes it easy to stay top-of-mind. If well-executed, these campaigns result in a personalized customer experience that drives more and more engagement with leads and customers.

Pixel tracking is a 1 pixel by 1 pixel image that is placed on a client’s website page; often used interchangeably with ‘Tag,’ and yields the same results, tracking of viewers on a web page.

Pay-per-click is an online advertising payment model in which payment is based solely on qualifying click-throughs.

Video advertisement which plays before a video’s content plays.

Follow-up ads after you’ve visited a website. Retargeting can boost ad response by 400 percent.

Follow-up emails (or direct mail) after you’ve visited a website. Most effective for shopping cart abandonment.

Real Time Bidding is buying ads in real-time auctions. As opposed to private deals where the price is negotiated before.

Search Engine Marketing (SEM) is a type of digital marketing focused on positioning a website within search engine results to achieve maximum visibility, and increase referrals from search engines. SEM involves things such as paid listings, search engine optimization (SEO), keyword research, competitive analysis, and other search engine services that will increase search traffic to your site.

Search Engine Optimization is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. Techniques include in-bound links, social metrics, user engagement, content quality, keyword features, load speed, response time and more.

How Google Analytics measures website visits. This is not the same as clicks on an ad, or website visits in the traditional sense. If a person visits a website multiple times within the session timeout period (default 30 minutes), they will only be counted as one session. There is also a minimum time for the session, so users that get to a website, don’t interact with it, and leave in less than one minute (‘bounces’), will not be counted as sessions. This can lead to a mismatch of ad clicks vs. sessions.

Social Commerce is an online marketing strategy that uses established social media networks to drive sales for a business. It is done through social interaction and user contribution. Essentially, brand-building using social media.

Smart content refers to personalized content that is designed to meet a consumer’s needs. This could be anything from adding the consumer’s name to an email to personalizing a call-to-action, depending on where the consumer is in the buying cycle.

A snippet of HTML code that is placed on a client’s website page. Often used interchangeably with ‘Pixel’ and yields the same results, tracking of viewers on a web page.

Showing ads to viewers based on location, web browsing behavior, demographics (male/female, age), behavioral (interests, purchase habits, occupations, life stage, etc.) and retargeting (showing ads to users on websites that have previously visited the client’s website).

(Called Users in Google Analytics) An analytics metric used to show how many different, unique people view a website over a period of time. Unique visitors are tracked by their IP addresses. If a visitor visits the same website multiple times, they will only be counted once in the unique visitors metric.

A View Through Conversion happens when a viewer sees an ad, then later completes a conversion on the client’s website, as opposed to clicking directly on the ad. We track this by the IP address of the user.

Automates media buying for display advertising (banner ads), targeting specific audiences and demographics. One aspect of programmatic advertising is guaranteed impressions. A budget is set and the platform uses real-time impression data to decide which ads to buy and how much to pay for them. Also has real-time reporting. AdWords is better for buyer intent: search, specific keywords, and text ads. Programmatic is better for reaching consumers with display ads anywhere on the web (also has a bigger overall reach for impressions). Programmatic ads are targeted based on demographic data (gender, income, etc.), psychographic data (likes and interests), and behavioral data (company they bank with, brand of car they drive, etc.).