Digital Marketing Glossary
We’re dedicated to providing our clients with the knowledge and tools they need to succeed in the ever-evolving world of digital marketing. To that end, we have compiled a comprehensive glossary of the 100 most important digital marketing terms. This glossary includes terms such as SEO, PPC, CTA, and more, and provides clear and concise definitions for each term.
Ad: a form of advertising on the internet that takes the form of a promotion for a product or service.
Advertiser: a company or individual that pays to have an ad displayed on a website or social media platform.
Adware: software that displays ads on a computer or mobile device.
Affiliate marketing: a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts.
Analytics: the process of analyzing data to gain insights and make better decisions.
A/B testing: a method of comparing two versions of a website or marketing campaign to determine which one performs better.
Algorithm: a set of instructions used to perform a specific task or solve a problem.
Attribution: the process of identifying the specific marketing touchpoints that contributed to a sale or conversion.
Backlink: a link from one website to another.
Banner ad: a type of ad that appears as a rectangular graphic at the top or bottom of a webpage.
Behavioral targeting: a method of delivering ads to specific users based on their browsing behavior.
Blog: a website or section of a website that features regularly updated content, often written in a personal or conversational style.
Bounce rate: the percentage of visitors who leave a website after only viewing one page.
Branding: the process of creating and promoting a brand identity.
Call-to-action (CTA): a button or link that encourages a website visitor to take a specific action, such as making a purchase or signing up for a newsletter.
Campaign: a coordinated series of actions designed to achieve a specific goal.
Canonical tag: a tag that indicates the original source of content that has been republished on multiple websites.
Click-through rate (CTR): the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
Content marketing: a type of marketing that involves creating and distributing valuable, relevant, and consistent content to attract and engage a specific target audience.
Conversion rate: the percentage of website visitors who take a desired action, such as making a purchase or filling out a form.
Cookie: a small text file that is stored on a user’s device by a website, used to track the user’s browsing activity.
Cost-per-action (CPA): a pricing model in which an advertiser pays for each specific action, such as a sale or lead, that is generated by an ad.
Cost-per-click (CPC): a pricing model in which an advertiser pays for each click on an ad.
Cost-per-impression (CPM): a pricing model in which an advertiser pays for each thousand impressions of an ad.
Crawler: a program that automatically scans and indexes the content of websites.
Cross-selling: the practice of promoting related products or services to a customer who is already in the process of making a purchase.
Customer Relationship Management (CRM): a strategy for managing interactions with current and potential customers.
Dashboard: a visual interface that displays data and metrics in a way that is easy to understand and interpret.
Demographics: characteristics that describe a specific population, such as age, gender, income, and education level.
Display advertising: a form of online advertising that uses images, videos, and other multimedia elements to promote a product or service.
Domain: the address of a website, typically in the format of www.example.com.
E-commerce: the buying and selling of goods and services online.
Engagement rate: a metric that measures the level of engagement of a social media post, such as likes, comments, and shares.
Email marketing: a form of direct marketing that uses email to communicate with potential and existing customers.
Exit rate: the percentage of visitors who leave a website from a specific page.
Facebook Ads: a form of advertising on the Facebook platform, which allows businesses to target specific audiences with text, image, and video ads.
Fan: a person who has liked a brand’s Facebook page.
Feed: a stream of content on a social media platform, such as a list of tweets or Instagram posts.
Followers: people who have chosen to follow a brand’s account on a social media platform.
Follower growth rate: the rate at which a brand’s followers on a social media platform are increasing.
Google Ads: a platform for creating and managing pay-per-click (PPC) ads on Google and its network of partner sites.
Google Analytics: a free web analytics service offered by Google that tracks and reports website traffic.
Google My Business: a free tool offered by Google that allows businesses to manage their online presence across Google, including search and maps.
Hashtag: a word or phrase preceded by the symbol # that is used to categorize content on social media platforms.
Header tags: HTML tags that indicate the importance of the text within a webpage, with H1 being the most important and H6 being the least.
Heatmap: a graphical representation of data that uses colors to indicate the density of certain values.
Inbound marketing: a marketing strategy that focuses on attracting customers to a business through relevant and helpful content and interactions.
Influencer marketing: a form of marketing in which business partners with an individual who has a large following on social media to promote its products or services.
IP address: a numerical label assigned to each device connected to a computer network that uses the Internet Protocol for communication.
Keyword: a word or phrase that is used as the basis for a search query.
Landing page: the webpage that a user is directed to after clicking on a link, such as a search result or an ad.
Lead: a potential customer who has shown interest in a business’s products or services.
Lead magnet: a valuable piece of content, such as an e-book or webinar, that is offered in exchange for contact information, such as an email address.
Like: a way for a user to indicate that they appreciate or agree with a post on a social media platform.
Link building: the process of acquiring backlinks to a website to improve its search engine rankings.
LinkedIn Ads: a form of advertising on the LinkedIn platform, which allows businesses to target specific audiences with text, image, and video ads.
Long-tail keyword: a keyword phrase that is longer and more specific than a general keyword, such as “best running shoes for wide feet” instead of “running shoes”.
Lookalike audience: a group of users on a social media platform or advertising platform who share similar characteristics with a brand’s existing customers.
Metrics: a set of data or measurements used to track the performance of a marketing campaign or website.
Micro-influencer: an influencer with a smaller, but highly engaged following on social media.
Multi-channel marketing: a marketing strategy that uses a combination of channels, such as email, social media, and paid advertising, to reach potential customers.
Native advertising: a form of advertising that is designed to blend in with the surrounding content, such as sponsored posts on social media platforms.
Net Promoter Score (NPS): a metric that measures the willingness of customers to recommend a business to others.
Organic search: the process of finding information on a search engine through the unpaid or “natural” results.
Outbound marketing: a marketing strategy that involves actively reaching out to potential customers through channels such as telemarketing, email, and advertising.
Overseer Marketing: Your favorite digital marketing agency!
Page views: the number of times a webpage has been viewed.
Paid search: the process of finding information on a search engine through paid advertising, such as Google Ads.
Pay-per-click (PPC): a pricing model in which an advertiser pays for each click on an ad.
Personalization: the process of customizing a marketing message or experience to a specific individual or group.
Pixel: a small piece of code that is placed on a website or email to track user behavior, such as website visits or email opens.
Platform: a digital medium or software that allows users to share or interact with content, such as Facebook or Twitter.
Pop-up ad: a form of online advertising that appears in a new window or tab and typically features a call-to-action.
Retargeting: a form of online advertising that displays ads to users who have previously interacted with a brand’s website or app.
Return on Investment (ROI): a metric that measures the profitability of a marketing campaign or investment.
Search engine optimization (SEO): the process of optimizing a website to improve its visibility and ranking on search engines.
Search engine marketing (SEM): the process of using paid advertising to improve a website’s visibility and ranking on search engines.
Search query: the text entered into a search engine to find relevant information.
Search result: the webpage or link that is displayed in response to a search query.
Segmentation: the process of dividing a target audience into smaller groups based on shared characteristics or behaviors.
Share: a way for a user to repost or distribute a post on a social media platform to their own followers or friends.
Social proof: the phenomenon by which people are more likely to take a desired action if they see others doing it.
Soft bounce: an email that bounces back because the recipient’s inbox is temporarily full.
Spam: unsolicited or unwanted email or messages.
Sponsored content: content that is created by a brand and paid for by an advertiser to be distributed on a platform, such as a sponsored post on Instagram.
Target audience: the specific group of people that a business wants to reach with its marketing efforts.
Testimonial: a statement from a satisfied customer that is used to promote a product or service.
Text ad: a form of online advertising that uses text-based content to promote a product or service, often found on search engine results pages or affiliate websites.
Time on page: the amount of time a user spends on a webpage.
Tracking link: a link that includes a unique identifier to track clicks or conversions.
Traffic: the number of visitors to a website.
Trending topic: a topic that is currently popular or widely discussed on social media platforms.
Twitter Ads: a form of advertising on the Twitter platform, which allows businesses to target specific audiences with text, image, and video ads.
Unique visitor: a person who visits a website for the first time.
Upselling: the practice of promoting a higher-priced or more advanced version of a product or service to a customer who is already in the process of making a purchase.
User-generated content (UGC): content, such as reviews or comments, that is created by users rather than brands.
Video marketing: a form of marketing that uses video content to promote a product or service.
Viewability: a metric that measures the ability of an ad to be seen by a user.
Viral marketing: a form of marketing that aims to spread a message or content through social networks by creating content that is likely to be shared by users.
Web analytics: the process of analyzing website data to understand how users interact with a website and make data-driven decisions.
Website: a collection of webpages that are grouped together and accessed through a common address, such as www.example.com.