Digital Marketing Glossary

AdGroup – An ad group contains one or more ads which target a set of keywords. You set a bid to be used when your ad is triggered by the keywords in the ad group. This is called a cost per click (CPC) bid. You can also set prices for individual keywords within the ad group.

Average Position – This refers to the average position on a search result page that an ad appears in when it’s triggered by that keyword.

Bounce Rate – The percentage of people who visit your website or land on a page and leave without clicking on anything else. A low bounce rate is desired, as high bounce rate generally leads to poor conversion rates because no one is navigating elsewhere on your website.

Callout Extensions – Callout Extensions are a type of ad extension which are displayed as short statements in your ads highlighting the benefits/features of the product/service.

Clicks – When a potential customer clicks on your advert in Google search results leading them to your website (also associated with CTR).

Cookie – a small file that stores information, that comes from a site and is stored by a web browser on a users computer.

CRO – Conversion Rate Optimisation. This is the procedure of optimising the conversion on your website, in the aim to rise the number of conversions for your company.

CTA – Call to Action. Content to induce viewer to do particular action – e.g. Buy a Product or Go to Website. These can also be in the form of buttons on your website.

CTR – Click Through Rate. This is the metric to show how many people click on an ad, worked out by dividing the number of clicks on an ad by the number of impressions.

Daily Budget – Your daily budget is the amount that you’re willing to spend on a specific AdWords campaign each day. The daily budget is never exceeded over the period of a month.

Engagement Rate – This is the amount of interaction a piece of content receives – such as likes, comments and shares.

Google AdWords – A Google programme that is used by advertisers that places ads on the Google search results page, YouTube and google ad network sites.

Google Analytics – A Google service that allows advertisers to collect statistics and data about website visitors, allowing them to track and report site traffic.

GDPR – General Data Protection Regulation. This is an EU law on privacy and data protection, which aims to protect the personal information of individuals.

Infographics – A form of content marketing and are a visual representation of information or data. The aim of them is to show information in an easily understandable format, creating a captivating experience for the viewer.

Impressions – This is the number of times your advert is shown to potential new customers in Google search results.

Keyword – A word or phrase of the theme in a piece of content. This is what is typed into the search engine, to give you results based on that specific keyword.

KPI – Key Performance Indicator. This is a performance measurement to evaluate an activity’s success.

Landing Page – The destination webpage that a user lands on after clicking a link or ad.

Organic – A source of traffic that comes to a website through clicking on a non paid search engine result.

Quality Score – the relevancy and quality of keywords used in PPC campaigns rated by Google AdWords.

PPC – Pay Per Click. An advertising model for when advertisers pay for their ad once it is clicked.

Remarketing – Remarketing is the practise of serving targeted ads across the internet to people that have already been to your website.

ROI – Return on Investment. This is a ratio of the net profit and cost of investment resulting from a campaign or investment of a resource.

SEO – Search Engine Optimisation. This is the practise of increasing the quality and quantity of traffic to your website through organic search engine results.

SERP – Search Engine Results Page. This is the page that features the list of results that is returned to a user after they search a keyword.