The world of digital marketing is fast-paced and constantly evolving. To stay ahead, it’s crucial to understand the industry’s language. Below are some of the most commonly used digital marketing terms, along with their definitions.

Impressions

• The number of times an ad is fetched and displayed, whether it is clicked or not.

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.

Cost Per Click (CPC)

• The price an advertiser pays for each click received on their ad.

Cost Per Mille (CPM)

• The cost of 1,000 advertisement impressions on a single web page.

Conversion Rate

• The percentage of users who take a desired action, such as making a purchase or filling out a form.

Retargeting

• Displaying ads to users who have previously visited your website or used your mobile app.

Ad Network

• A company that connects advertisers to websites that want to host advertisements.

Programmatic Advertising

• The automated buying and selling of online advertising, often facilitated by real-time bidding.

Native Advertising

• Advertisements that blend in with the content on a website or app, providing a less intrusive advertising experience.

Keyword Targeting

• Placing ads in front of an audience based on the specific words or phrases they are using in their online searches.

Geotargeting

• Delivering different content to a website user based on his or her geographic location.

View-Through Conversion

• A metric that measures the number of online conversions that occurred after a user viewed an ad but did not interact with it, and later completed a conversion.

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Ad Copy

• The text of the ad that is designed to attract potential customers and encourage them to take action.

Landing Page

• A web page that serves as the entry point for a website or a particular section of a website, often used for specific marketing or advertising campaigns.

A/B Testing

• A method of comparing two versions of a webpage or app against each other to determine which one performs better.

Click Fraud

• The unethical practice of clicking on pay-per-click ads with the intention of depleting an advertiser’s budget.

Frequency Capping

• Limiting the number of times a specific visitor is shown a particular advertisement.

Ad Inventory

• The total amount of ad space a publisher has available to sell to advertisers.

Ad Placement

• The specific location on a webpage or app where an advertisement is displayed.

Attribution Modeling

• The process of determining the most effective marketing channels for influencing customer behavior.

Cost Per Acquisition (CPA)

• The cost an advertiser incurs for a specified action, such as a purchase, form submission, or other conversion event.

Rich Media

• Interactive ad formats that can include video, audio, or other elements that encourage user engagement.

Ad Server

• A web server dedicated to the delivery of advertisements.

Behavioral Targeting

• Targeting consumers based on their online behavior, such as websites they have visited or searches they have conducted.

Above the Fold

• Refers to the portion of a webpage that is visible without scrolling.

Cost Per Engagement (CPE)

• The cost an advertiser pays each time a user engages with an ad, such as by watching a video or interacting with a rich media ad.

Dynamic Ads

• Advertisements that automatically personalize the content based on the user’s behavior or preferences.

Ad Exchange

• A digital marketplace that enables advertisers and publishers to buy and sell advertising space, often in real-time auctions.

Interstitial Ad

• A full-screen ad that appears before the expected content, such as before accessing a mobile app or a webpage.

Lookalike Audience

• A group of individuals who have similar characteristics to a brand’s existing customers and are therefore more likely to be interested in the brand’s products or services.

Cost Per Completed View (CPCV)

• The cost an advertiser incurs when a user views a video ad in its entirety.

Ad Tag

• A small piece of code that initiates the process of ad serving, often used to request an ad from an ad server.

Ad Verification

• The process of ensuring that an ad is delivered, displayed, and interacts with users as intended, often done to prevent ad fraud.

Attribution Window

• The timeframe in which a marketing touchpoint receives credit for a conversion, providing insights into the customer’s journey.

Conclusion

These are just some of the terms used in the dynamic field of digital marketing. Understanding these terms is crucial for anyone involved in a business’s online presence, from deciding which marketing strategies to employ to interpreting the success of those strategies. Whether you’re a seasoned professional or new to the field, this glossary can serve as a useful reference in navigating the complex world of digital marketing.