Glossary terms of Digital marketing | Part 6 | SEM, SEO
Glossary terms of Digital Marketing 6
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 address
Ad formats: Elements
such as text, videos, images, digital content ads, and more that make up a
Google Ad
Ad group: A group of
ads that is organized by a group of keywords
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
Bid: The amount a
marketer is willing to spend each time a potential customer clicks their ad or
calls their business
Bidding strategy: Tells
an advertiser how much to pay for each user action related to an ad
Broad match: A keyword
match type in Google Ads that shows ads when someone searches for a term
related to a keyword
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
Digital advertising:
Communication made by a company to promote its brand, product, or service using
various platforms and online channels
Exact match: A keyword
match type in Google Ads that shows ads when someone searches for a term that
has the same meaning or same intent as a keyword
Google Ads: An online
advertising platform where advertisers bid to display brief advertisements,
service offerings, product listings, or videos to web users
Google Display Network:
A group of websites, videos, and apps where display ads can appear
Impressions: How often
an ad is shown
Keyword: A search term
that people use to find information, products, or services online
Landing page: The
webpage where people end up after they click an ad
Negative keywords:
Search terms excluded from an ad campaign
Optimization score: An
estimate of how well a Google Ads account is set to perform
Organic results: Search
results not paid for by advertisers
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
Responsive display ad:
A Display ad that automatically adjusts its size, appearance, and format to fit
available ad spaces
Search engine results
pages (SERPs): The results pages that appear when someone performs a search
query
Smart bidding:
Automated bidding strategies that use machine learning to optimize for conversions
or conversion value with each auction
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
Visitors: The total
number of times people have been to a website or app as a result of clicking an
ad
Terms and their
definitions from previous module(s)
#
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 content 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
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
Awareness stage: The
first stage of the marketing funnel when a potential customer first becomes
aware of the product or service
B
Backlink: A links that
points to a website from another site
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
Broken link: A link
that leads to a webpage that no longer exists
C
Consideration stage:
The second stage of the marketing funnel, when a potential customer’s interest
builds for a product or service
Content marketing: A
marketing technique that focuses on creating and distributing valuable content
Conversion stage: The
third stage of the marketing funnel, when marketers capitalize on the interest
people have already shown
Conversion rate: The
percentage of users or website visitors who take a desired action
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:
Represents a group of similar people in a desirable audience
Customer persona
barrier: What is preventing the customer from achieve their goal
Customer persona goal:
What the customer wants to achieve
D
Demographics:
Information specific to the customer, such as age, gender identity, income,
family size, occupation, education, and location
Display ads: 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 Business
Profile: A tool that allows local businesses to tailor how their information
appears on Google Search and Google Maps
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
Google Search Console:
A no-cost tool that helps users better understand how a website is performing
on Google Search
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
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
Keyword stuffing: The
practice of loading a webpage with keywords or numbers in an attempt to manipulate
a site’s ranking in the search results
L
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
Nofollow link: A link
that features HTML code that tells search engines to ignore that link
O
Organic search: Unpaid
results a search engine produces when a search is performed
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
Responsive display ad:
A Display ad that automatically adjusts its size, appearance, and format to fit
available ad spaces
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 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
Search engine results
pages (SERPs): The results pages that appear when someone performs a search
query
Sitemap: A file that provides information about the pages, videos, and other files on a site and the relationships between them
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
T
Tactic: An action a
marketer takes to make a marketing goal happen
U
Unique selling
proposition (USP): An explanation of why a product or service is better than
the competition
URL: The address of a
webpage or file on the internet
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
Credit to:
Attract and Engage Customers with Digital Marketing
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