The Complete Marketing and Advertising Glossary

Digital Marketing Definitions and Glossary

A

• Above the Fold: The portion of a webpage that is visible to the user without scrolling. Placing important content here increases the likelihood of user engagement.

• Ad Auction: The process by which online advertising platforms determine the placement and cost of ads based on factors like bid amounts and ad quality.

• Ad Extensions: Additional pieces of information that expand a standard text ad, such as phone numbers, site links, or promotions, enhancing its visibility and usefulness.

• Ad Group: A collection of ads and keywords within a campaign that share a common theme, targeting a specific audience segment.

• Ad Network: A platform that connects advertisers to websites with available ad space, facilitating the distribution of ads across multiple sites.

• Ad Platform: A service or tool that allows advertisers to create, manage, and analyze their advertising campaigns (e.g., Google Ads, Facebook Ads Manager).

• Ad Rank: A value that determines your ad’s position in search engine results, calculated based on your bid, ad quality, and expected impact of extensions and formats.

• Affiliate Marketing: A performance-based marketing strategy where affiliates earn a commission for marketing another company’s products or services.

• API (Application Programming Interface): A set of protocols and tools that allow different software applications to communicate and share data.

• App Store Optimization (ASO): Strategies used to improve an app’s visibility and ranking in an app store’s search results, similar to SEO for websites.

• A/B Testing: A method of comparing two versions of a webpage, ad, or email to determine which one performs better based on user response.

B

• Backlink: An incoming link from one website to another, crucial for SEO as they indicate credibility and authority to search engines.

• Banner Ad: A rectangular graphic display that stretches across the top, bottom, or sides of a webpage, containing advertisements.

• Behavioral Targeting: A technique that uses users’ previous web browsing behavior to tailor advertisements and improve effectiveness.

• Bounce Rate: The percentage of visitors who navigate away from a website after viewing only one page.

C

• Call to Action (CTA): A prompt that encourages users to perform a specific action, such as “Buy Now” or “Sign Up Today.”

• Chatbot: A computer program that simulates human conversation through voice commands or text chats, used to interact with users.

• Content Management System (CMS): Software that allows users to create, manage, and modify website content without needing specialized technical knowledge.

• Content Marketing: A marketing strategy focused on creating and distributing valuable, relevant content to attract and retain a target audience.

• Conversion Path: The journey a user takes from initial interest to completing a desired action or conversion.

• Cookie: A small piece of data stored on a user’s computer by a web browser, used to remember information about the user.

• CRM (Customer Relationship Management): Strategies and technologies that companies use to manage interactions with current and potential customers.

• Cross-Channel Marketing: A strategy that integrates multiple marketing channels to provide a seamless customer experience.

D

• Display Advertising: A form of online advertising that uses visuals like images, audio, or video to communicate an advertising message on websites, apps, or social media.

• Drip Campaign: A series of automated messages sent to prospects or customers over time to nurture leads or maintain engagement.

• Dynamic Content: Web content that changes based on user behavior, preferences, or other data.

E

• Email Marketing: The use of email to promote products or services and build relationships with potential customers.

• Evergreen Content: Content that remains relevant and valuable over a long period, not tied to current events or trends.

G

• Geo-Targeting: Delivering content or advertisements to a user based on their geographic location.

• Google Ads: Google’s online advertising platform where advertisers bid to display brief advertisements, service offerings, or videos to web users.

• Google Analytics: A service that tracks and reports website traffic, providing insights into user behaviour and campaign performance.

H

• Heat Map: A data visualization tool that shows user interaction on a webpage, highlighting areas with the most activity.

I

• Impressions: The number of times an advertisement is displayed, regardless of whether it was clicked.

• Influencer Marketing: A marketing strategy that uses influential people to promote a product or service to their audience.

K

• Keyword: A word or phrase used in digital content to improve search engine ranking or trigger ads in search engine marketing.

L

• Landing Page: A dedicated webpage where visitors land after clicking on an ad or link, designed to prompt a specific action.

• Lead Generation: The process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service.

M

• Marketing Automation: Software platforms designed to automate repetitive marketing tasks and workflows to increase efficiency.

• Mobile Marketing: Promotional activities designed for delivery to cell phones, smartphones, tablets, and other handheld devices.

N

• Native Advertising: A type of paid advertising where the ad matches the form, feel, and function of the content of the media on which it appears.

O

• Omnichannel Marketing: An integrated approach that provides customers with a unified experience across all channels and touchpoints.

• Organic Search Results: Listings on search engine results pages that appear because of their relevance to the search terms, not paid advertising.

P

• Pay Per Click (PPC): An advertising model where advertisers pay a fee each time their ad is clicked.

• Programmatic Advertising: The automated buying and selling of online advertising space using algorithms and real-time bidding.

Q

• Quality Score: A metric used by search engines to determine the relevance and quality of keywords and ads, impacting ad rank and cost.

R

• Remarketing/Retargeting: The practice of displaying ads to users who have previously visited your website or interacted with your content.

• Responsive Web Design: An approach to web design that makes web pages render well on a variety of devices and window or screen sizes.

S

• Search Engine Marketing (SEM): A form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages through paid advertising.

• Search Engine Optimization (SEO): The practice of increasing the quantity and quality of traffic to a website through organic search engine results.

• Social Media Marketing (SMM): The use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.

T

• Traffic: The visitors who visit a website, encompassing both the number of visitors and the pages they visit.

• Trust Signals: Elements on a website that build trust with the user, such as security badges, testimonials, and verified seals.

U

• User Experience (UX): The overall experience a user has when interacting with a website or product, focusing on ease of use and satisfaction.

• User Interface (UI): The means by which a user interacts with a system or product, focusing on the design and layout of interfaces.

V

• Viral Marketing: A strategy that encourages individuals to share a marketing message with others, spreading exponentially.

• Voice Search: Technology that allows users to perform searches by speaking into a device rather than typing.

Television Advertising Definitions and Glossary

A

• Audience Share: The percentage of total viewers watching a particular television program at a given time compared to the total audience available.

• Average Minute Audience (AMA): The average number of viewers watching a program during any given minute within a specified time period.

C

• Cost Per Point (CPP): The cost of reaching one rating point, or one per cent of the target audience, with an advertisement.

• Cost Per Thousand (CPM): The cost of delivering a commercial message to one thousand viewers.

D

• Daypart: Segments of the broadcast day used to allocate advertising and programming, such as morning, daytime, primetime, and late night.

G

• Gross Rating Point (GRP): A measure of the total exposure of an advertisement campaign, calculated by multiplying reach by frequency.

H

• Households Using Television (HUT): The percentage of homes with televisions in use during a specific time period.

N

• Nielsen Ratings: Audience measurement data used to determine the size and composition of television programming audiences.

P

• Prime Time: The time period when television audience viewership peaks, typically between 8 p.m. and 11 p.m.

R

• Reach: The total number of different households or individuals exposed to a television advertisement at least once during a campaign.

• Rating Point: Represents one per cent of the total potential television audience.

Radio Advertising Definitions and Glossary

A

• Average Quarter-Hour Persons (AQH Persons): The average number of people listening to a radio station for at least five minutes during a 15-minute period.

• Average Quarter-Hour Rating (AQH Rating): The AQH Persons expressed as a percentage of the population in a given area.

C

• Cume (Cumulative Audience): The total number of unique listeners who tune into a radio station over a specified period.

• Cost Per Thousand (CPM): The cost of reaching one thousand listeners with a radio advertisement.

D

• Drive Time: Peak listening periods during morning and evening commutes when radio audiences are highest.

R

• Reach: The total number of different people exposed to a radio commercial at least once during a campaign.

T

• Time Spent Listening (TSL): The amount of time the average listener spends listening to a radio station during a specified period.

Billboard Advertising (Out-of-Home Advertising) Definitions and Glossary

A

• Audience Measurement: Estimates of the number of people who have the opportunity to see a billboard advertisement.

C

• Circulation: The total number of people who pass by a billboard during a given period.

E

• Eyes On (EO): A metric that adjusts circulation figures to account for the number of people who actually notice the advertisement.

G

• Gross Rating Points (GRPs): The sum of all ratings for all outdoor advertisements in a campaign, representing the total exposure.

R

• Reach: The percentage of the target audience that is exposed to a billboard advertisement during a campaign.

Print Advertising Definitions and Glossary

A

• Ad Impression: The number of times an advertisement is viewed in a print publication.

C

• Circulation: The number of copies of a publication distributed, including subscriptions and newsstand sales.

R

• Readership: The estimated number of readers of a publication, often higher than circulation due to pass-along readers.

Direct Mail Advertising Definitions and Glossary

O

• Open Rate: The percentage of recipients who open a direct mail piece, indicating initial engagement.

R

• Response Rate: The percentage of recipients who respond to a direct mail offer or call to action.

Cinema Advertising Definitions and Glossary

A

• Audience Measurement: Estimates of the number of moviegoers exposed to advertising before film screenings.

C

• Cost Per Thousand (CPM): The cost to reach one thousand cinema attendees with an advertisement.

R

• Reach: The total number of different individuals exposed to cinema advertising over a campaign period.

Mobile Advertising Definitions and Glossary

A

• App Installs: The number of times an app is downloaded and installed as a result of a mobile advertising campaign.

D

• Device ID Tracking: A method of tracking mobile advertising effectiveness using unique identifiers assigned to mobile devices.

Social Media Advertising Definitions and Glossary

A

• Audience Engagement: The interactions (likes, comments, shares) that users have with social media content or advertisements.

I

• Influencer Reach: The total number of followers or audience size that an influencer has across social platforms.

R

• Reach: The total number of unique users who have seen your social media content or advertisement.

V

• Video Views: The number of times a video has been watched or played for a minimum duration.

Influencer Marketing Definitions and Glossary

M

• Micro-Influencers: Influencers with a smaller but highly engaged audience, are often considered more authentic.

Measurability and Key Performance Metrics Glossary

A

• Acquisition Cost: The total cost incurred to acquire a new customer or lead, including marketing expenses and sales efforts.

• Attribution: The process of assigning credit to different marketing touchpoints in a customer’s journey toward a conversion.

• Average Cost Per Acquisition (CPA): The average cost to acquire one new customer or lead, calculated by dividing total ad spend by the number of conversions.

• Average Cost Per Click (CPC): The average amount an advertiser pays for each click on their ad.

• Average Cost Per Thousand Impressions (CPM): The average cost an advertiser pays for one thousand ad impressions.

C

• Conversion Rate (CVR): The percentage of users who complete a desired action (e.g., making a purchase, filling out a form) out of the total number of visitors.

• Cost Per Acquisition (CPA): The cost associated with acquiring a new customer or lead, similar to the Average CPA.

• Cost Per Click (CPC): The amount an advertiser pays for each click on their ad.

• Cost Per Engagement (CPE): The cost incurred each time a user engages with an ad, such as likes, comments, or shares.

• Cost Per Install (CPI): The cost associated with acquiring a new user who installs a mobile application.

• Cost Per Thousand Impressions (CPM): The cost an advertiser pays for one thousand ad impressions.

• Customer Lifetime Value (LTV or CLV): The total revenue a business can expect from a single customer account throughout their relationship.

E

• Engagement Rate: A metric that measures the level of engagement that content receives from an audience, including likes, comments, shares, and other interactions.

F

• Frequency: The average number of times an individual is exposed to an advertising message over a specific period.

K

• Key Performance Indicator (KPI): A measurable value that demonstrates how effectively a company is achieving key business objectives.

O

• Open Rate: The percentage of recipients who open an email or direct mail piece, indicating initial engagement.

R

• Return on Ad Spend (ROAS): A metric that measures the revenue generated for every dollar spent on advertising, calculated by dividing total revenue by total ad spend.

• Return on Investment (ROI): A measure used to evaluate the efficiency of an investment, calculated by dividing the net profit by the total investment cost.

V

• View-Through Conversion: A conversion where a user sees an ad but does not click on it, and later completes a desired action.