Terms and definitions for digital marketing and e-commerce
404 page: A URL that tells the visitor that the webpage does not exist
A
A/B testing: A method of testing where two
versions of a webpage with a single differing variable are compared to
determine which yields better results
Abandoned cart:
When a
potential customer adds an item to their cart but doesn’t complete the
purchase
Ad auction: A process that determines
which ads will appear for a specific search and in which order those ads will
show on the page
Ad extension: A Google Ads feature that
shows additional information about the business, such as website links, a phone
number, or an address
Ad group: A group of ads that is
organized by a group of keywords
Alt text: A brief, written description
of an image with the primary purpose of assisting individuals who are visually
impaired
Anchor text: The visible text in a
hyperlink
Automated
bidding strategy: A Google Ads feature that automatically sets a bid for an ad
based on an ad’s likelihood to result in a click or conversion that helps
achieve a specific goal
Average daily
budget: The average
amount set for each ad campaign on a per-day basis
Awareness
stage: The first stage
of the marketing funnel, when a potential customer first becomes aware of the
product or service
B
Backlink: A link that points to a website from another site
Bidding strategy: Tells an advertiser how much to pay for each user action related
to an ad
Bounce rate: The percentage of website visitors who view one page and then
leave the site
Breadcrumbs: A row of internal links at the top or bottom of the page that
allows visitors to quickly navigate back to a previous section or the homepage
Broad match: A keyword match type in Google Ads that shows ads when someone
searches for a term related to a keyword
Broken link: A link that leads to a webpage that no longer exists
C
Campaign: A plan of action for how a
set of one or more ad groups that share a budget, location targeting, and other
settings will be distributed online
Click: An interaction with an ad and
online user
Consideration
stage: The second
stage of the marketing funnel, when a potential customer’s interest builds for
a product or service
Conversion
rate: The percentage
of users or website visitors who take a desired action
Conversion
stage: The third stage
of the marketing funnel, when marketers capitalize on the interest people have
already shown
Copy: Any written material that
encourages a customer to buy a product or service
Crawlers: Automated software that
crawls (fetches) pages from the web and indexes them
Crawling: The process of finding new or
updated webpages
Customer
persona barrier: What is preventing the customer from achieve their goal
Customer
persona goal: What the customer wants to achieve
Customer
persona: Represents a
group of similar people in a desirable audience
D
Demographics: Information specific to the
customer, such as age, gender identity, income, family size, occupation,
education, and location
Digital
advertising: Communication made by a company to promote its brand, product,
or service using various platforms and online channels
Display ad: A visual ad format placed on
websites or applications
Domain: The core part of a website’s
URL, or internet address
E
Email
marketing: Sending messages to a list of existing subscribers to share
information, drive sales, or create community
External link: A link on a website that
leads to content on other sites
F
Featured
snippet: A special box
that displays information about a search in the results page
G
Google Ads: An online advertising
platform where advertisers bid to display brief advertisements, service
offerings, product listings, or videos to web users
Google Business
Profile: A tool that
allows local businesses to tailor how their information appears on Google
Search and Google Maps
Google Display
Network: A group of
websites, videos, and apps where display ads can appear
Google
knowledge panels: Information boxes that appear on Google when someone searches
for people, places, organizations, or things that are available in Google’s
knowledge database
Googlebot: The generic name of Google's
crawler
H
HTTPS: An internet communication
protocol that protects the integrity and confidentiality of data between the
user’s computer and the site
I
Impression: When a piece of content is
displayed to a target audience
Indexing: The process of Google saving
and organizing website information to display in the search engine
Influencer
marketing: Involves a brand collaborating with an online influencer to
market one of its products or services
Internal link: A link on a website that
points to other pages on the site
K
Keyword: A search term that people use
to find information, products, or services online
Keyword
research: The process of
finding terms and phrases that people use in search engines
L
Landing page: The first page a visitor
encounters when they go to a website
Loyalty stage: The fourth stage of the
marketing funnel, when customers become repeat customers and brand advocates
M
Manual action: Google’s way to demote or
remove webpages that are not compliant with its webmaster quality guidelines
Meta
description: Text that provides the search engines a summary of what the page
is about
Mobile-friendly
webpage: A webpage that
is designed to load quickly and render well on a phone screen
N
O
Optimization
score: An estimate of
how well a Google Ads account is set to perform
Organic
results: Search results
not paid for by advertisers
Organic search:
Unpaid results
a search engine produces when a search is performed
P
Paid results: Search results that
advertisers pay to show whenever a user runs a search containing certain
keywords
Pay-per-click
(PPC): A type of
advertising that allows the advertiser to pay only when someone clicks on an ad
link
Phrase match: A keyword match type in
Google Ads that shows ads when someone searches for a term that includes the
meaning of a keyword
Q
Query: The words typed into a Google
Search bar
R
Rank: A webpage’s position in the
search engine results pages (SERPs), which is determined by an algorithm
Remarketing ad:
An advertisement delivered to previous
purchasers, subscribers, or visitors to a brand’s website or social media
Rich results: Enhanced results in Google
Search with extra visual or interactive features
S
Schema: The type of code used for
structured data markups
Search
algorithm: An automated process that helps locate information to answer a
user’s query
Search engine: Software that provides
information on a search query
Search engine
marketing (SEM): Increasing a website’s visibility on a search engine results
page through paid advertising
Search engine
optimization (SEO): The process of improving a website to increase its visibility in
a search engine
Sitemap: A file that provides
information about the pages, videos, and other files on a site, and the
relationships between them
Smart bidding: Automated bidding strategies
that use machine learning to optimize for conversions or conversion value with
each auction
Social media
marketing: The process of creating content for different social media
platforms in order to drive engagement and promote a business or product
Social share: When a customer shares a
product or service with their social media followers
Strategy: A plan to achieve a marketing
goal
Structured
data: Code used to
describe a webpage’s content better to search engines
Subdomain: The subset of a larger domain
used to organize an existing website into a different page URL
Subpage: A lower-level page that
appears below the homepage of a website
Tactic: An action a marketer takes to
make a marketing goal happen
Targeted
location: The towns,
cities, or countries in which an ad will appear
Traditional
advertising: Non-digital ad placements, like newspapers, radio, TV, or
billboards
U
Unique selling
proposition (USP): An explanation of why a product or service is better than the
competition
V
Visitors: The total number of times
people have been to a website or app as a result of clicking an ad
W
Webinar: A presentation, typically
educational, that is provided online
Webpage title
element: Text that
provides both the users and search engines with a page’s topic
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