The tactic of using A/B testing to test two identical versions of a page against each other. Typically, this is done to check that the tool being used to run the experiment is statistically fair. In an A/A test, the tool should report no difference in conversions between the control and variation, if the test is implemented correctly.
Google’s algorithms decides the ranking order of the ads on the page whenever a Google search occurs, and it decides to either show your ad in rank or not appear at all. A new search regulates a new ad auction.
A simple creation of test variations of your ads. Different variations of ads are combined of text, imagery, and design, which are placed across multiple campaigns of a whole account.
Also known as copywriting, is the text of a text advertisement. The text consists of specific words and key features that are designed to get the reader to take action, and in return it will increase conversion rates.
Allows you to bid automatically with keeping your budget on track, with the goal of maximum clicks.
Automated Ad Extensions
Added information to help improve your ad’s performance, including dynamic sitelinks, seller ratings and locations etc.
A setting where you can choose what hours and days you’d like your ads to show, and targeting times you think will make it most successful. It also automatically adjust bids during specific time periods through these .
A option that helps you to decide on your best ad from multiple ads, and determines when to show them for best optimisation. Settings are Optimise and Rotate Indefinitely, Optimisation uses machine learning from Google to choose the ad that will perform best and win the auction.
The order in which an ad is ranked amongst other paid ads on SERP.
Ad Delivery Setting
A setting on Google, which helps to determine how quickly you’d like to use your budget daily, whether it be spread out throughout the day (standard), or fast (accelerated), This setting will determine what time of day your ads are likely to be shown, especially if there is a budget limit.
Ad Status identifying if your Digital PPC Ad is able to run.Typically Eligible, Approved, Under Review etc.
Short for ‘asynchronous’, meaning that the online browser doesn’t have to wait for one task to finish before moving onto the next one within a webpage.
Answer The Public
A helpful SEO tool and website providing user queries around a specific subject. it works by entering a word or phrase and gaining access to multiple questions asked by users around this topic.
An automatic penalty applied to a website by Google. Unlike manual penalties, these will not appear with a message and can be hard to identify
‘Accelerated Mobile Page’ refers to any web pages that are designed to make a viewing experience as fast as possible for mobile users. This is often referred to as ‘Diet HTML’.
Any digital content that is created programmatically and not by humans.
When a search query requires further specification because the user’s intent is unclear.
The collection of information around a specific topic or keyword. Aggregating information augments an original piece of content and provides more perspective.
An advertisement that is written in the same style as an editorial feature.
‘Doing words’ that are important in digital content writing because they can encourages visitors to perform a desired action, for example, “buy now”.
Creating content that is designed to meet a specific user’s experience, behaviour, or needs.
Digital accessibility is the ability of a site, application or electric document to be easily navigated by a wide range of online users.
Google Adwords became Google Ads in July 2018. See Google Ads for definition.
API (Application Program Interface)
A set of functions and procedures for building software applications. An API allows two applications to interact and work together.
An image to represent a human identity on a digital platform. Avatars are used widely on social media platforms, websites and online games.
Identifying a set of user actions to determine which part of a digital marketing campaign led to a purchase or conversion. For example, a consumer may be prompted by a Facebook video, an email or a search ad.
A digital marketing audit is an inspection of a business’s current digital performance. An audit can be done within each channel, i.e. a PPC audit, SEO audit etc.
The method of operating a process that is performed via automatic means and minimal human assistance.
Short for alternative text. ALT text is a word or phrase that can be added in a HTML to inform viewers of the content of an image. The text can appear in a blank box replacing the image.
The clickable text in a HTML hyperlink that is blue and usually underlined. It should always be clear what it is linking a user to.
The technology used to place, manage and display ads to users on a site.
A mathematical formula or set of instructions determining how a group of data behaves, for example displaying content in a specific order.
A program that sends an automatic response to incoming emails.
Additional snippets of information about your business that you can add to your PPC ad copy. Examples include a contact number, ratings or location.
An analytics feature revealing the percentage of users who started a conversion process but didn’t complete it.
A paid method of communicating with potential customers through different mediums. In digital marketing we often use PPC (pay-per-click) ads.
Short for application, an app is most common on mobile but can also be downloaded on desktop to perform a function.
An experiment with two variants to determine whether one technique (A) is more effective than another (B).
Above the Fold
Refers to any content that is positioned in the upper half of a web page so that it is visible before a user scrolls down.
A symbol used in email addresses and now to tag users in comments and posts on social media such as Facebook, Twitter and Instagram.
A display ad format with dimensions 970×250 pixels.
Broad Match Modifier (BMM)
By adding a ‘+’ to your broad match keywords, close variants of your ads keywords will show. Close variants include; misspellings, acronyms, etc.
There are different ways to bid on your keywords, depending on what your goal is. The 3 bidding types are Cost-Per- Click (CPC), Impressions (CPM), or conversions (CPA).
The maximum you are willing to spend for a search keyword click in PPC marketing.
A term used in digital marketing to refer to the excitement and interest generated by marketing efforts, for example a new product launch or a press release. Social media or word-of-mouth are common ways to spread a ‘buzz’.
Technical, back-end or off-page optimisation helps search engines to understand your website. This refers to any technical components that cannot be seen by a user, only by search engines, crawlers, and bots.
The process of recording a website address for future reference. Many web browsers will have their own in-built bookmarking system.
A network of websites that all employ spam tactics. Gaining backlinks from bad neighbourhoods can associate your website with spam.
When a blogger shares a list of blogs or sites that they want to share with their readers. The list of blogs will be found in a website’s sidebar.
Short for ‘web log’. A blog is a site in which one or multiple users post updates. In digital marketing, a blog can be used to raise awareness and improve SEO.
Black Hat SEO
The use of SEO techniques that go against search engine best practices. It is an attempt to improve search engine rankings quickly by going against guidelines.
A term used to refer to all blogs on the internet.
A backlink that no longer exists and will display a 404 error instead.
Bottom of the Funnel
The final stage of the online buying process when a user decides to purchase and become a customer.
A link management platform that can shorten your URL as well as share, manage and analyse links.
A keyword match type in PPC that lets a keyword trigger your ad for searches that are the same or similar, including misspellings, synonyms and relevant variations.
The percentage of users who leave a site before viewing a second page.
Allow you to make bid adjustments without altering the targeting of your campaign or ad group.
A link from one web page to another site. Backlinks can be used to increase authority.
The process of selling services or products to consumers.
Refers to sales or communication between two businesses.
Customer Lifetime Value (CLV)
The CLV report informs you on how various users are valuable to your business based on their lifetime performances, and to predict an overall future relationship with the user, which will then predict the net profit the company will receive.
There is a bidding option in TrueView video campaigns, which allows users to pay each time your video is viewed/played
Cost per thousand
For each one thousand impressions, an advertiser pays a maximum bid. This is available on Display Network only.
Uses historical data to predict possible valuable clicks, and changes your buds accordingly to maximise conversions.
A type of PPC text ad that promotes unique offers. Eg. Price Match, Free Shipping.
When your Google forwarding or business contact number is displayed along with your PPC ad.
Cost Per View (CPV)
Cost Per View (CPV) is a digital video pricing model where advertisers pay only when a video is watched.
Connected TV (CTV)
A TV which is connected to the internet. Smart of TV or through an external device. E.g. Amazon Firestick or Xbox.
An in-stream or overlay ad video ad. After a video ad has stopped playing, users can click on this ad. Common size: 300×250
A format is the way in which something is set out or arranged. In digital marketing, content formats include blog posts, infographics, videos and podcasts etc.
The document that is created before the content production process begins in order to guide the content creator. Most digital marketers will refer to their brief to specify things like their target audience and goals.
Evaluating competitors that rank for the same keywords as you, or belong to the same niche. A competitor analysis will help to establish the tactics that work in your niche and for your audience.
Refers to the average number of webpages that a search engine bot will crawl on a website.
A ‘Cascading Style Sheet’ is the code that will determine a websites appearance, for example the fonts and colours.
Content that is created by an audience of interested or expert people who are not usually employed by the organisation.
The most important articles on a website. This content will be high quality, easy to read and helpful in a specific area. Cornerstone content will usually hub articles that are easy to find and linked to multiple web pages. If you are using WordPress, you can mark a post as cornerstone content with the Yoast plugin.
An online tool that allows website owners to check if their content has been reused elsewhere without them knowing.
A content shock can occur when high volumes of content lead to web users being exposed to more content than they can absorb. Too much content may lose its value and deter visitors.
An important stage in the content strategy process which involves auditing existing content and mapping it against buyer stages and personas. This is a technique used to identify gaps where new digital content is required.
The process of using tools or scripts to follow the path of an online visitor or email recipient. This can determine why somebody leaves or enters a site.
A record of the path a specific user takes through a website, including the page they clicked on first, plus all the links they clicked on while browsing the website, and the last page they clicked before exiting.
Digital content which as the main purpose of attracting attention and encouraging visitors to click on a link to a web page. The content they are led to is often not as interesting or useful as suggested.
Google’s definition is a site with low quality or thin content.
The digital marketing process of finding and gathering valuable content on a specific topic from various sources, with the intent of providing value for an audience.
Any mention of a company around the web.
A black hat SEO technique in which a website delivers different content to their users than it presents to search engines. It’s an attempt to rank higher on SERP.
A computer program used to stimulate a conversation with site visitors. Chatbots are used on websites to enhance user experience and provide one-to-one assistance.
The method or outlet an advertiser uses to reach out to their target audience. Common digital marketing channels include PPC, SEO and Social Media.
This is a way of telling search engines that a specific URL is the master version. Using the tag prevents issues caused by duplicate content appearing in multiple URL’s. It’s also a way of telling search engines which version you want to appear in search results.
A term used on LinkedIn to refer to people who you are associated with.
An online response from users providing an answer or reaction to a post or any other content.
Content Management System (CMS)
A user friendly software application that is used to create, manage and publish online content.
The process of creating, publishing and sharing content that is designed to stimulate an interest in a brand or product.
The percentage of users who completed a desired action (conversion), for example signing up to a mailing list or buying a product.
A digital marketing campaign is made of multiple ad groups which are based on the same goal, such as brand awareness.
CTR (Click-Through Rate)
The percentage of users who clicked through after seeing your ad. You can calculate a CTR by dividing the number of clicks by the number of impressions.
CTA (Call to Action)
A CTA explains the step a business wants a consumer to take. It is designed to encourage a specific response or conversion such as buying a product or subscribing to an email list.
CRO (Conversion Rate Optimisation)
The marketing process of increasing the number of site visitors turning into customers and completing a sale or another desired action on a web page.
CRM (Customer Relationship Management)
An approach to manage a company’s relationship with both existing and potential customers – e.g. through data analysis about a customer’s previous interaction with a business.
Dynamic Ad Targeting
An automatic targeting method which connects relevant searches with ads provided from your website directly.
Your ads can be displayed on about 2 million websites, apps, and videos. Bing’s network is called Content Network, and Google’s is Display Network. Terms can be used interchangeably in many PPC circles.
Display Campaign Optimiser
A tool that gathers historical data, which is used to increase conversions through automatic bidding, targeting and managing. A CPA target must be set.
The webpage address where users are taken to when they click on your ad, which can be different to your Display URL.
Default Max CPC
The maximum amount you are willing to pay for each click on your ad, which is set at an ad group level. If you don’t apply a bid then your default max will be used.
How much you’d like to spend daily from a set amount for each digital ad campaign. It should average out by the end of the month.
Dynamic Ad Insertion (DAI) (Video)
Server side ad solution which allows publishers to stitch ads with content, thus ensuring seamless viewing for audiences. Formerly known as mDialog.
Dropoff Rate (Video)
Percentage of auctions that do not get viewed, this is normally a result of user action (navigating from the page) or can be a publisher player error.
Delayed Impression (Video)
Generally video ads use a delayed impression model, this is where a “view event” has to be received before recording an impression. A “view event” is when the 1st frame renders successfully.
The moment a user is navigating away from (dropping off) your site. This is used to make a site more user-friendly and can be accessed by Google Analytics User Flow.
The timeframe between when a user clicks on a site and when they return to the search results page.
A social networking platform for designers to connect with each other and share their work.
A hyperlink that leads to a specific web page rather than a sites homepage.
A block of content within or across different sites that is either identical or very similar. Google will value the site with the highest authority when it comes to duplicate content on multiple sites.
The name of your website. No two websites can have the same domain name.
Paid advertisements that are shown on websites and often targeted towards a specific set of users. Display ads can be text, image, video, animations and other graphics.
Showing different variations of a keyword, excluding the keyword itself. It helps to prevent cross-contamination of campaigns or ad groups that house similar or close variant terms that house different match types.
A digital marketing term to define the constant changing of websites in the search engine results pages.
A term used to shorten “electronic magazine”. Ezines are digital magazines that are delivered via email or through a website.
Any content that is created in a unique style that isn’t expected from the company. This could also refer to new and untested content that may lead to both risks and opportunities.
Any online exposure that is not directly generated from your business. For example, shared posts, social media shares, reviews and mentions.
An electronic version of a book that can be read on a desktop or mobile device.
Electronic commerce is the buying and selling or products or services online.
The most precise and restrictive match type. A search query will only trigger your ad if it is the exact same or a very close variant to your keyword.
Sending a message straight into your prospects or customers inbox with the aim of increasing engagement or encouraging them to complete a transaction.
Content that remains ‘fresh’ and relevant for viewers over a long period of time. There is no strict time limit on evergreen content meaning it won’t apply to a particular season or temporary campaign.
A metric used in social media marketing to measure the performance of a post by looking into interactions such as comments, likes and shares. You can divide your interactions by the number of users following an account (Instagram, Facebook, etc).
Is the process of predicting how future campaigns will perform by analysing current trends and past performance.
A threshold an advertiser can set for the amount of times your ads appear to the same user on the Display Network.
Full Episode Player (FEP)
Full length episodes featuring premium content with commercial breaks.
The opposite to back-end optimisation. These are on-page adjustments that are visible and allow both users and bots to understand your website better.
Stands for features, advantages and benefits. The FAB formula is used by copywriters to inform potential customers why a product or service will be valuable to them.
The process of reducing the size of a file to to save disk space and provide easier and faster transmission over a network or online.
A word made by combining “fake” and “blog” which is used by bloggers. Similar to “astroturfing”, a flog will be unreliable and consist of fake comments.
Short for “frequently asked questions”. This is a section found on most websites and can be a very useful format for providing solutions for website users who tend to ask similar questions.
A web analytics model in which the first click that initially brings a user to a website is given credit or any sale or conversion that takes place.
Selected search results that are featured above Google’s organic results and below ads. Google will display a snippet of content from a website if it directly answers a user query. These are also known as answer boxes.
Facebook Business Manager
A free tool developed by Facebook to help businesses and agencies manage their Facebook ads and pages from one central account. The platform will not share login information or reveal co-workers personal accounts.
A digital marketing funnel is a model referring to your customers journey from the initial stage of awareness to the point of conversion.
First party data
Data about your audience that you have collected yourself directly from your customers, site visitors, subscribers and other users who interact with your business.
A social media platform used for photo and video-sharing.
A user who wishes to see all of another user’s social media posts will ‘follow’ their account. Once you follow an account, their posts will appear on your feed.
An online discussion board in which people can share their views and ideas on a particular issue.
Grey Hat SEO
A digital marketing term used to describe SEO techniques that could be considered borderline. These usually involve techniques that have not necessarily been openly denounced by Google but are manipulative.
Also known as a doorway page, which refers a webpage designed specifically to rank well in search engine results pages.
Content produced by a writer that is credited to somebody else. A ghostwriter is a professional writer who will often translate technical content into readable content for businesses.
High-quality and valuable content that and only viewable to users who provide you with information such as their email address or name. Gated content is a way of increasing lead generation.
A popular writing app that makes sure users are writing content that is easy to read, effective, and mistake-free. The tool detects everything from grammar, spelling and punctuation, to word choice and sentence types.
Google My Business
A free online tool helping local businesses create and manage their Google listings. Google can share a knowledge panel with information which is autogenerated or provided by a business or their customers to advertise what they can offer.
A programme offering non-profits free access to PPC advertising tools.
The act of posting content on somebody else’s website or blog. In digital marketing, guest posting is a way of increasing backlinks and site traffic.
Otherwise known as local PPC, this is a targeting method that serves ads or content to users based on their geographical location.
GDPR (General Data Protection Regulations)
A set of rules designed to provide more control and protection over personal data.
Google Search Console
A free tool allowing you to measure a websites search traffic and performance as well as fix site bugs and issues.
A free Google tool that tracks and reports website traffic.
An online advertising platform enabling digital marketers to serve ads (including product listings, service offerings, video content etc) across Google and Google partner sites.
A tag that specifies the language and optional geographic restrictions for a document. This allows Google to serve the correct version of an online page to users searching in a specific language.
This is often mistaken for site visits. A hit is a request for a file from a web server – meaning each time a web page is clicked, there will be a ‘hit’ for each file or image on that page. If a page has 10 images, one site visit can mean 10 hits.
Hyper-Text Mark-up Language is the language or code used to create the World Wide Web.
A communication software product provided by Google that allows users to have group video calls with up to 10 people.
Hyperlinks are often blue and underlined but can be any words, phrases or images that lead you to another location by clicking. Hyperlinks can lead to another page, site or document.
In email marketing, a hard bounce is an email that cannot be delivered. The reason could be an invalid or inactive email address or a block (reported as spam).
A visual representation of data showing how users interact with a web page. Heat maps reveal things such as web page ‘hot spots’, where users click and how far a user scrolls.
A hashtag is used to identify a specific topic or theme when in discussion on social media platforms. For example, a hashtag we would use is #digitalmarketing.
Interstitial ads are normally full-page ads that are displayed before or after expected content page. They can include pop-ups or pop-unders, floating creatives and also full-screen in-app mobile ads.
Video ads served to a video player which occuppies the entire screen. In-stream ads play before, between, or after the content. These are served using VAST.
A video ad which is seen by a user in the central viewing pane on a content feed (newspaper articles, news feed, or mobile apps). The creative does not have to be styled like the page content.
Interactive Media Ads (IMA) Software Developer Kit (SDK) allows publishers to display non-linear, linear, and companion ads on interactive media content like video and online games. IMA SDK exposes APIs that allow publishers to get ads from DFP or AdSense, interpret the response, and report all metrics back to the ad server. VPAID adapter also can be used for loading the IMA SDK dynamically. Eg. IMA, IMA2 and IMA3 for HTML5.
News and developments that are relevant to a specific sector or industry. Content writers will often keep up-to-date with industry news to ensure they are producing helpful and interesting content.
A sitemap only containing the image URL’s on a webpage.
The processs of speeding up a web page by making image file sizes smaller without changing the image’s quality.
A search query in which the user is looking for a piece of information, such as an answer to a question.
A photo and video-sharing social networking service owned by Facebook that allows you to share content and interact with other peoples. Sponsored ads can be used for advertising purposes within the app.
Online messages that are delivered in real-time either one-to-one or in group messages on platforms such as Facebook and WhatsApp. Instant messaging also offers video and voice calls.
Somebody who has a large social following/reach as well as expert knowledge in their industry, e.g. an Instagram fitness influencer. A business can use an influencer to spread a message.
Content that requires active engagement from consumers and can provide instant, real-time results.
The Google index is a list of all the webpages that Google is aware of.
An impression refers to when an ad is displays on a user’s screen. They are not action based and it doesn’t consider whether a user clicks or not.
Specialised words that are used within a particular industry or sector and which are unlikely to be known by members of the public. Accessible content should avoid the use of jargon.
Computer programming language that is used to create the dynamic or interactive elements of web browsers.
A term used by Google to refer to searches that do not use natural language. Users will often use these (usually shortened) search terms because they believe that they are more suited to a computer than a human.
Keyword Explorer Tool
A digital marketing tool offered by Moz which provides in-depth keyword research and discovery.
Otherwise known as keyword competition; it is an estimated score of how difficult it will be for a site to outrank their competitors based on their keyword/s.
The process of classifying and grouping keywords, this may be based on user intent and context at the time of the query. This helps to target users at different stages of the buying process.
When a keyword or phrase is used multiple times in a single webpage in attempt to increase keyword density.
KPIs (Key Performance Indicators)
A type of performance measurement used to evaluate the success of an organisation or an activity in relation to the primary goals.
The process of researching words, terms and phrases in your chosen area to determine whether they are likely to be used by your target audience when they search. Keyword research tools such as Keyword Planner can help to find the most valuable keywords for your business.
Popular words, terms or phrases that help to optimise a site’s ranking position. Keywords also allow paid search advertisers to bid for ad placements as sponsored links on SERPs.
A display ad format with dimensions 728×90 pixels.
A contact number, business address, and map marker are included along with your text ads. This helps users to easily find your business location by providing location distance and direction between the user and your business.
Long Form Video
Professionally produced video content normally 5 minutes or longer in length, this term normally refers to full length content like TV shows or movies.
Link exchanging is where two or more websites agree to link to each other either for referral traffic or as part of their overall link building strategy.
The amount of links found on a webpage.
The authority of value a link can provide for a website or any online destination.
Valuable content that other websites are likely to link to. This is usually unique, high quality and informative. Link bait is likely to go viral and benefit SEO.
Often referred to as just streaming. An online video that is recorded and simultaneously broadcasted at the same time. Social media platforms such as Facebook and Instagram allow users to livestream.
A web analytics model in which a user’s last click before any sale or desired action is given credit for the conversion.
A user who shows potential interest in your product or service and is likely to turn into a buying customer. Clicking on an ad may give information on a user which can then who can then be converted into a sale.
A type of custom audience targeting used on social media platforms such as LinkedIn and Facebook. You can target users who share characteristics with your existing customers.
A webpage with interesting content that users will share with others. The page could be shared through social media such as Facebook or Twitter, on social news sites such as Reddit, or even through email or Messenger.
The process by which you increase the amount of links to your website. It may involve generating more interesting or newsworthy content, creating a blog, asking clients to link, plus many other techniques. It is the goal of SEO to build many good links to a website.
Many terms are searched for through search engines, and many people search for the same things. As these terms are so popular, it is very difficult for a starter company to compete against the established websites.
The specific webpage on a website that a user is taken to when clicking on a search engine result or a PPC advert. While this could simply be the homepage, often it is more helpful to the customer (and therefore your profits) if they are taken to a page that is specific to their search terms.
A display ad format with dimensions of 300×250 pixels.
Mobile Live Streaming
Unlike pre-recorded videos that can be cut and edited, live-steam offers users a chance to connect in real time with content producers.
Users are able to contact you directly through a feature via text message directly sent from your ad to get a quote, ask a question for more information, or to book an appointment.
A parameter setting on your keywords that trigger and control your search query for PPC ads to appear. Google Ads has four different keyword match types, and they are; Phrase Match(“Example”), Exact Match ([Example]), Broad Match (Example), and Broad Match Modifier (+Example)
Through Bing or Google Ads, you’re able to manually manage your bids by increasing or decreasing bid amounts based off your previous keyword and placement performances, not depending on automatic solutions. Advertisers have the option to switch to automatic bidding to control their bids manually.
Mid-Roll Video Ad
Video ad which appears during a video or event. Eg, a mid-roll video ad could appear at intervals during a film.
Commonly a video or image alongside a phrase, which is quickly spread from person to person. Once a meme goes viral, it may be changed by users to produce new variants and meanings. Content marketers may use memes to drive more attention to a message,
A measure of how easy a website or webpage is to navigate on mobile devices.
An online search performed on a mobile device.
The meta title acts as a name tag for a web page. It is a title that helps both internet users and search engines to understand what type of page it is.
A snippet which can be up to 160 characters to summarise a page’s content and purpose on SERP.
The process of gathering information on a set of consumers based on their interests, needs and preferences.
An image, video, or piece of that is usually humorous and spread quickly by internet users. The most common meme will be in image followed by supportive text.
Non-Linear Video Ad
These ads run while the content video is playing, Eg. an overlay.
Component based ad format where the buyer sends parts of the creative and the publisher uses them to build the creative allowing them to match the look and feel of the publisher’s existing content. The creative can appear in a feed or elsewhere on a site or an app.
Creating content based on a specific news story with the aim of drawing attention to your brand or site. This is often used to help improve ranking and brand awareness.
An identifier tag telling search engines not to index a specific webpage.
A type of keyword that prevents an ad from being triggered by a word of phrase. If a user searches for your negative keyword, your ad will not appear.
A page or hub for regular and continuous news distribution. On social media your news feed will depend on who you are following or ‘friends’ with.
A specific topic, industry or market. A niche audience would be a selective group of people with precise interests, which can be valuable to a business.
An identifier tag telling search engines not to follow a specific page or consider it in search rankings.
The use of paid ads that match the look, feel and function of the platform they appear on. It’s not always obvious they are ads because they blend in with their surrounding media.
Overlay Video Ads
In video ads, the overlay is an ad which appears in the video player whilst content is playing, it covers a part of the screen. Overlay ads can be in the form of static images, flash, or text ads.
Video ad which is served outside of a video player, most often between text and often without sound. Interstitials, Native and In-Feed are the types of outstream video. Autoplay silent video on Facebook is a common example of outstream.
The natural listings on SERP that are not sponsored. The order of organic results will depend on SEO.
In email marketing, open rate refers to how many users have received and opened your email.
Product Listing Ads (PLA)
Also known as Google Shopping Ads, which are on a Cost-Per-Click (CPC) basis, making advertisers only pay when one of their ads are clicked on. The ads give more product information such as images, pricing, product details, and company names, without the need or ad text.
Price extensions directly link users to your website who are interested in products and services from your ad showcase. There are eight prices and options to choose from.
This helps to increase more relevant traffic on Display Network and stops your ads appearing on individual websites or website categories you don’t want your ads to appear on.
Your ads will show when an individual searches the exact phrase of your set keywords or a close variant of the exact keyword phrase, with a potential of other words before or after that phrase.
Paid Search Ads
Paid search ads give businesses the opportunity to advertise within the sponsored listings of a search engine. They are usually four lines and take users to a landing page.
Programmatic TV (PTV)
The technology automated and data driven method of buying and delivering ads on TV content on any device.
Pretargeting is a key method used to determine what RTB requests are sent to a buyer.
A video ad that plays after the content of the primary video ends.
Pod is a group of video ads in a defined playback sequence. It is supported in VAST 3.0.
People Also Ask boxes
An information box found in some SERP’s featuring a list of other common questions related to the query.
A digital audio file available for downloading to a computer or a mobile.
A character created within a marketing campaign to represent the ideal target audience.
PPC (Pay Per Click)
An online advertising model designed to drive traffic and conversions. An advertiser will pay a set amount each time their ad is clicked by a user.
The process of buying and selling advertising through a platform and placing your ads on a publisher’s site.
A prototype is a test or pilot model of a design, process, interface, technology, product or service. In digital marketing, a prototype can be used to mock-up what a website will look like once it goes live.
An online profile is a description of an individual’s personal attributes, occupation and age etc. Social media platforms will provide you with a profile to share with your chosen audience.
A social network allowing users to share images and videos by adding them to an online pinboard. You can explore other users posts and ‘pin’ the ones that interest you onto your own board.
A page view is when an internet user visits a page or site. You will gain a page view each time a new user, or a repeat visitor clicks on your site.
Marketing personalisation is the process of using data and insights on potential customers to deliver tailored messaging. Personalisation allows marketers to address a user’s needs through a more direct and personal approach.
Page Rank (PR)
A score provided by Google’s PageRank algorithm between 1 and 10, with 10 being the highest. It is based on how trustworthy a site is considered. A score of 8 will usually be presented as PR8, and so on.
Google Penguin is the latest version of its PageRank WebCrawler. It detects cloaking, keyword stuffing and duplicate content. The aim is to detect spam and improve organic searches.
The negative impact on a website’s search engine ranking based on updates to Google’s search algorithms, a manual review or penalization for black-hat SEO.
A Google metric used to determine the quality of a site based on its ads, keywords and landing pages. The higher the quality score, the higher a site will rank on SERP.
A ‘quick response’ code is a scannable image/barcode that stores information and can be read instantly by a smartphone camera. The image is used to encode data.
Otherwise known as MQL (marketing qualified lead). A lead who has shown interest in a brand and is likely to become a customer based on their online interaction.
The process of a web browser turning a website’s code into a viewable page for users.
A display advertising metric designed to count the number of users who have seen an ad.
A listing on the search engine results page which includes addons such as ratings and images rather than just a title, URL and meta description.
A social news platform allowing users to share, discuss and vote on content.
Taking a user from one webpage or site to another.
RTB (Real-Time Bidding)
The buying and selling of online ad impressions through auctions that take place in the time it takes for a page to load. Advertisers can bid on the eligibility to serve ads on a specific page.
A marketing method allowing you to reconnect with people who have previously interacted with your website or app (e.g. browsed or purchased). You can place your ads in front of targeted users as they browse other sites.
The process of driving brand awareness through recommendations, i.e. word of mouth.
ROI (Return on Investment)
The measure of profit you generate from a digital marketing campaign based on how much you initially invest.
A file created by webmasters that tells search engine crawlers which pages or files the crawler can request from a site. This is used to avoid overloading a site which requests.
The position of a website within search engine results. A website ranking can be improved (made higher) through search engine optimisation.
Search Query Report
When your ad has been seen and been clicked on, there is a list of search terms that people had searched for that generated your PPC ads. This helps to verify and determine keyword ideas and differentiate negative and irrelevant keywords and queries.
A network of multiple companies and pages, who’s websites are partnered with Google to show their ads. Clicks are able to be purchased through the Search Partners network, resulting in your ads appearing on those pages that are a part of the network.
Search Engine Marketing (SEM)
The advertisement of your website properties through increasing visibility in SERPs (Search Engine Result Pages), which is mainly through paid search advertising (PPC).
Video ad which allows users to skip an ad after five seconds. Ad Exchange skippable ads are sold by CPM and are billed when the 1st frame renders, even if a user skips the video. Trueview YouTube ads are also skippable.
Skip rate measures the which users choose to skip a video ad by clicking on the “skip” button that accompanies a skippable video.
Short Form Video
Video clips normally between 30 seconds and 2 minutes in length. Short form video is the most common type of online video content.
Search Engine Journal
A website dedicated to producing the latest search news, the best guides and how-tos for the SEO and marketing community.
The way in which the popularity of a keyword will change over time, depending on the time of year. For example, ‘Christmas Decorations’ will be a popular search between October – December.
Typically short and visual content such as images, videos and infographics. A content marketing tactic used to share a quick message or idea.
Taking content from sites that you do not own and republishing it on your own site without permission.
A digital marketing method used to track how far visitors are scrolling down webpages.
The primary keywords and phrases that are most relevant to your business.
The actions performed by a user on a site within a given timeframe. A session will begin when a user first clicks on a site and end when they exit. This could also be referred to as a site visit.
A free video and voice chat application allowing worldwide conversations. You can send one-to-one instant messages or communicate in groups.
SEM (Search Engine Marketing)
Using search engines such as Google to promote a website by increasing visibility in results pages. This can be done through SEO or PPC marketing.
A list of all the pages that exist on a website and can be accessed by users and bots.
Also known as a user agent, crawler or bot. It’s an automatic software programme that scans sites to collect data and understand their function or relevance.
Digital segmentation is the process of diving a database into different groups based on characteristics and criteria. It’s a way of targeting your most profitable customers.
The term or phrases a user types into a search engine to find what they’re looking for.
An Instagram feature allowing brands to tag specific products in posts. If a user clicks on shoppable post they will be linked to the site where they can purchase the product.
An email marketing term used to notify a sender than their email was delivered to the recipient but then bounced back. Common reasons for soft bounce are a full inbox or a server being down.
SERP (Search Engine Results Page)
The list of results (websites) that are generated from a search query.
SEO (Search Engine Optimisation)
The process of adjusting and improving a site so that it will rank higher in organic listings on SERP and generate more valuable clicks.
An online platform such as Google or Bing that provide users with results based on their query.
The process of creating a large number of links in attempt to increase the quality or relevance of a site and rank higher on SERP.
Irrelevant or unsolicited messages sent over the internet, usually to a list of users for advertising purposes.
Arranging to receive regular updates or information from a chose company, i.e. through email.
Content that is recognised by Google and by users, as adding little-no-value to visitors.
The number of users visiting a site is referred to as the amount of traffic. PPC and SEO campaigns will aim to increase traffic.
Third party data
Data that is collected from sources outside of your company.
An event, theme or topic that is currently popular and being discussed online, i.e. through social media.
A sequence of responses to a post which becomes a stream of comments. A thread is common on Twitter.
Top of the Funnel
The first stage of a buyer’s journey which is often referred to as the awareness stage. It is when a user first discovers a brand.
A group of users who are likely to be interested in a brand therefore marketing efforts will be tailored towards them.
An online user who has the intention to gain an emotional, negative response from somebody online. Trolls usually hide their real identity and will post controversial, digressive and hurtful comments in an online community.
A social networking and microblogging platform allowing users to share images, quotes, text and videos.
A snippet of HTML code placed on a site to track data such as user behaviour, interactions and conversions.
Thank You page
A page to follow the checkout phase or point of conversion. A thank you page is commonly used by e-commerce businesses to track where their converting customers are coming from.
Video ads on YouTube that give viewers control over how much they watch. The most common feature is a skippable format allowing users to stop watching after 5 seconds. You will only pay when a user watches for 30 seconds or more.
The point of interaction between a brand and their prospect or customer.
Mainly artificial links that are intended to manipulate a page’s ranking through link building. These can be purchased links or created by spammers.
URL (Uniform Resource Locator)
An URL is the address of a website on the World Wide Web (www).
A person who is using a site or webpage.
The process of testing the functionality of a product or service by testing it on real users.
USP (Unique Selling Point)
Also known as unique selling proposition. A USP refers to what makes your brand, product or service different and ideally better than others.
UX (User Experience)
How a user interacts with a site. In digital marketing this is the process of understanding user needs to create products, services and campaigns that will provide a positive experience for customers.
User Generated Content (UGC)
Also known as user-created content. A term given to any online content such as images, videos, text and audio that is posted by a user.
A type of immersive video that allow views to explore a product in 3D.
Google VPAID adapter is a proprietary, VPAID compatible, SWF media file which loads the IMA SDK & enables an ad request and video rendering.
For video ads, view rate is the measure of how often the ad is correctly served & rendered. Video ads view rates are counted with a delayed impression. A video ad can have a higher rate of failure, due to issues such as rendering problems, bandwidth constraints and the greater chance of users leaving pages before ads load. A video ad is sometimes requested proactively which reduces latency.
Video throttling is an artificial constraint on the number of impressions per hour. Google’s partner inventory has a throttling threshold, which protect publishers from ads that have a high error rate. New video ads are often initially throttled as no error rate yet exists.
Video Player Ad-Serving Interface Definition (VPAID)
Video Player Ad Serving Interface Definition (VPAID) establishes a shared interface between video players & ad units, this enables a rich interactive in stream ad experience. This is used with VAST to serve a video ad on different video players.
Video Multiple Ad Playlist (VMAP)
VMAP is an IAB standard to be able to return multiple video ads which can be played during a video. Although the new VAST 3.0 standard supports sequences via pods, VMAP also offers content owners additional control on the placement & timing of ads, especially if there is a lack control, or ownership of the player.
Video Ad Serving Template (VAST)
Video Ad Serving Template (VAST) which is a 3PAS standard for in stream video which was established by IAB, this allows a publisher that supports VAST, to play any VAST-compliant ad. Previously each website had its own unique video player with it’s own look and functionality. VAST standard specifies a XML file which is capable of containing a variety of resources, like links to video files, or companion ads, or non-linear banners, as well as tracking URLs
A VAST instance which redirects to a different URL to serve a VAST ad. The wrapper often has its own tracking URLs that are pinged as well as the VAST ad tracking URLs. The wrapper is able to also provide backup creatives that can display if the wrapped VAST is unable to return an ad. For Authorized Buyers, adding a proprietary wrapper will require certification.
View Through Rate
The number of completed views of a video ad over the total number of ad impressions
A technology that allows users to search the web, a website or an app using their voice.
Similar to a blog but with the use of video rather than text. A vlogger will post regular videos documenting a topic of their choice.
When a user views your ad but doesn’t initially convert. Instead, they complete a conversion on your site within a specific time frame (usually 30 days) after viewing your ad.
View-through Conversion Window
A conversion setting in Google Ads which defines the time frame in which a conversion will be considered a view-through conversion. For example, if the window is set to 30 days, a conversion from a user within 30 days of viewing an ad will be considered as view-through.
A popular blogging and content management system (CMS) used to create site templates and pages.
An internet where users are no longer just passive consumers. A variety of websites now allow for user-generated content, meaning people can create and share information.
A presentation, lecture, seminar or workshop that takes place on the internet using video conferencing software.
A person responsible for maintaining one or multiple websites. For example, web developers, administrators, owners and publishers.
White hat SEO
Terminology to describe the usage of SEO strategies that follow search engine rules and policies while focusing on a human audience.
More frequent and short YouTube mobile videos that are only displayed temporarily.
Only available in the US. YouTube TV combines YouTube, TV and DVR to allow you to record your favourite shows for later and give you personalised recommendations.
An SEO plugin for WordPress that helps website owners to optimise their webpages for search engines.
The process of making digital content more shareable by adding social sharing icons such as Twitter, Instagram and Facebook.