Digital Marketing Glossary

An experimental method that compares two versions of a marketing asset by splitting the audience and measuring which version performs better on a defined metric.

A hyperlink from one website pointing to another, serving as a signal of trust and authority to search engines and influencing search rankings.

The percentage of visitors who leave a website after viewing only one page without interacting further or navigating to another page.

A semi-fictional representation of an ideal customer based on market research and real data, including demographics, behaviors, goals, and challenges.

A prompt in marketing content that encourages the audience to take a specific, immediate action such as clicking a button, signing up, or making a purchase.

The percentage of customers who stop using a product or service during a given time period, serving as an inverse indicator of customer retention and satisfaction.

The predicted total revenue a business will earn from a customer over the entire duration of their relationship.

The percentage of users who complete a desired action out of the total number of visitors, indicating how effectively a page or campaign drives results.

The average cost incurred to acquire one new customer, calculated by dividing total campaign cost by the number of acquisitions.

The cost an advertiser pays for one thousand impressions of an ad. It is a standard pricing model for display and video advertising campaigns.

The systematic process of increasing the percentage of website visitors who take a desired action, using data analysis, user feedback, and experimentation.

The ratio of users who click on a specific link or ad to the number of total users who view it, expressed as a percentage.

A search engine ranking score (1-100) that predicts how well a website will rank on search engine results pages, based on backlink profile and other factors.

The number of times an ad, post, or piece of content is displayed to users, regardless of whether it was clicked or engaged with.

A measurable value that demonstrates how effectively a marketing campaign or strategy is achieving its key business objectives.

A standalone web page created specifically for a marketing campaign, designed with a single focused objective and call-to-action to maximize conversions.

A free resource or incentive (such as an ebook, checklist, or webinar) offered to potential customers in exchange for their contact information.

A model that illustrates the theoretical customer journey from initial awareness of a product or brand through to purchase and post-purchase advocacy.

Website visitors who arrive through unpaid search engine results rather than through paid advertisements or other referral sources.

An advertising model where advertisers pay a fee each time one of their ads is clicked, commonly used on search engines and social media platforms.

The automated buying and selling of digital advertising space using software, algorithms, and real-time bidding to target specific audiences at scale.

A form of online advertising that targets users who have previously interacted with a brand's website or content, using cookies or tracking pixels.

A metric that measures the revenue earned for each dollar spent on advertising, calculated by dividing ad revenue by ad cost.

The practice of optimizing websites to rank higher in organic search engine results, increasing visibility and traffic without paying for ad placement.

The page displayed by a search engine in response to a query, containing organic results, paid ads, featured snippets, and other elements.