20 Digital Marketing Terms You Need to Know


20 Digital Marketing Terms You Need to Know

James Norquay

James Norquay

10 Oct 2017
  1. GA: Google Analytics

A service offered by Google that offers a detailed breakdown about a website’s traffic and traffic sources, while measuring conversions and sales. GA is an extremely useful tool to learn more about your audience and their behaviour on your website.

  1. SEO: Search Engine Optimisation

Refers to the practices and techniques that increase your website rank in organic search results, which ultimately improves the visibility of your website to people looking for your product, or service via search engines like Google, Bing, and Yahoo.

  1. CTA: Call-to-Action

Any hyperlink, button, photo, or any other form of link that attempts to motivate a potential customer to carry out an action on your site, such as subscribing to your email list or signing up to your website.

  1. PPC: Pay-per-Click

An advertising model where the advertiser will pay the publisher a specific amount of money for every instance a visitor engages with an advertisement. When running advertisements on Google, Bing or Yahoo, PPC ads are displayed in a visible location (usually at the top of the results) based on their keyword list, which is given to the publisher before launching the PPC campaign.

  1. SEM: Search Engine Marketing

A form of Internet marketing that aims to boost the visibility of websites in search engine results pages (SERPs) through SEO and paid advertising.

  1. USP: Unique Selling Position

The term is used to refer to any characteristic of a product, service or business that distinguishes it from similar objects or services.

  1. CPC: Cost-per-Click

Refers to the exact cost to get a potential customer to engage with your digital advertisement. CPC allows you to measure the effectiveness and profitability of your campaign.

  1. Clickthrough Rate (CTR)

The amount of visitors that progresses (or clicks through) from one level of your marketing funnel to the next one. To calculate your CTA, divide the overall amount of hits that your webpage or CTA gets by the amount of options people are able to click.

  1. Cost per Action (CPA)

CPA refers to the exact amount spent for a specified action a user takes, such as a purchase, comment, like, or share. CPA is useful for determining how much you are spending for a desired action from your target audience.

  1. CPL: Cost-per-Lead

This is a crucial metric as it measures the exact amount it costs for your campaign to acquire a lead.

  1. Bounce rate

Bounce rate can be used in two different circumstance. Bounce rate on your website is the amount of visitors who view a webpage on your site who then exit without engaging with anything on the page or with your other webpages. The higher your bounce rate the more likely your visitors are not interested or engaged enough by your content to stay. Bounce rate for your emails refers to the rate an email does not reach the intended recipients inbox. If your email bounce rate is above average in this case suggests it that your email list is outdated or includes fake/invalid emails.

  1. Conversion Rate (CR)

Refer to the amount of visitors who carried out a specific action while viewing a certain web page e.g. making a purchase. As a general rule of thumb, the higher the conversion rate on a page the better, whereas pages with lacklustre CRs are not performing the best they can (although this doesn’t apply in all situations).

  1. Search Engine Results Pages (SERPs)

This is what you see when you look something up on a search engine such as Google. It refers to the listing of webpages returned by a search engine based on a specific keyword search.

  1. Conversion Rate Optimization (CRO)

Refers to the strategies that aim to enhance your websites conversion rate through design practices, key customer experience principles, and of course testing. It focuses on building an experience that aims to convert your target audience into clients. CRO can also be applied to a specific web site or landing webpage, alternatively it can be applied in search engine marketing, social media advertising, and other channels of your advertising strategy.

  1. ROAS: Return on Advertising Spend

Calculating the ROAS allows online marketers to determine whether their advertising budget is generating sufficient revenue. To calculate ROAS, divide the revenue generated by a campaign or ad source by the advertising expenses.

  1. A/B Testing

Also referred to as split testing, this is the process of comparing two variations of a single variation to determine which version performs better in order to optimise your marketing efforts. Some popular examples include email marketing (modifications to the subject line or copy), Landing Pages (with tweaks in content), and with Search Engine Marketing (testing two ads simultaneously to determine which receives a higher click through rate).

  1. Customer Relationship Management (CRM)

Refers to any computer programs that enables businesses record every single interaction they have with their customers. This includes activities like tracking emails, phone calls, sales; sending personalised messages; organising appointments; recording every interaction with customer service or technical support.

  1. Keywords

These are the crucial words or phrases that are relevant to your website and business. Keywords are the topics or ideas that webpages get indexed in search results by engines like Google, Yahoo, and Bing. When selecting keywords, you need to ensure the keyword you are targeting has a large search volume and is relevant to the audience you’re targeting. Keywords are integral components of both Search Engine Marketing (SEM) and Search Engine Optimization (SEO). Long-tail keywords are made up of a phrase that contains at least three words, and are more effective for targeting specific niche audiences.

  1. UX (User Experience)

User experience encompasses the complete experience a customer has with a business, including their discovery and awareness of the brand all the way through to their engagement, purchase behaviour, use of a service or product, and even their opinion of the product or service. To create a great customer experience, you need to empathise with your customer’s perspective. Consider what would add the most value for them from your product or service.


James Norquay

James Norquay founded Prosperity Media in 2012 after working in the SEO & Content Marketing space for over 10 years. Prosperity works on Small to Large eCommerce, Marketplace and many other projects in Australia and the US markets.