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  • Digital Marketing Glossary

    7 years ago by in ( )

    Digital marketing is a complex discipline, with jargon and language all its own. Below is an alphabetical list of terms in for digital marketers, with the definitions for those terms. A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z


    • A/B Testing -- A method of marketing testing by which a control sample is compared against a variety of single-variable test samples in order to improve response rates. A/B testing is commonly used to test conversion and response rates for emails, landing pages, forms, and online advertising.
    • Above The Fold -- The portion of a website or other online content that is viewable in a browser without scrolling down. Visitors see this above the fold content of the webpage first.
    • Account Performance Report -- A PPC report in Google AdWords that displays metrics for the entire account.
    • Adaptive Navigation -- A special kind of contextual web navigation system within a site, adaptive navigation relies on an algorithmic ranking of user behavior to filter information. An example of this is the "Customers who bought X also bought Y" feature on
    • Ad Extensions -- Paid search advertisement copy can be expanded with additional information such as business locations.
    • Ad Group -- In Google AdWords, an AdGroup is a collection of one or multiple ads and one or multiple keywords and/or keyword placements.
    • Ad Performance Report -- An AdWords report that displays metrics for each ad copy. There is also an ad group performance report that displays metrics for each ad group.
    • Ad Preview Tool -- A Google AdWords tool that displays search results in various locations.
    • Ad Rank -- The position of an online ad on a content network page or in a search result. Google's AdRank is determined by the formula: (Max CPC) x (Quality Score).
    • Ad Rotation -- When online advertisements (such as banner ads, text ads, etc.) rotate based on new visitors, a page refresh, or other factor.
    • Ad Scheduling -- The system by which online ads are shown (or not) by time of day or day of the week. Bids (max CPC) can also be automatically adjusted by time of day or day of week.
    • Ad Tracking -- The measurement of the volume of clicks or hits an ad receives.
    • AdSense -- Google's pay-per-click, context-relevant, ad serving application. Text, image and video advertisements can help website owners monetize their sites.
    • AdWords -- Google's flagship pay-per-click advertising product, and the main source of the company's revenue.
    • AdWords Conversion Tracking -- An AdWords script used to track website conversions and view the conversion report in an AdWords account.
    • AdWords Editor -- A Google desktop program that allows users to make changes to their AdWords account.
    • AdWords Keyword Tool -- A Google tool facilitates keyword research and allows users to view metrics for those keywords.
    • Affiliate Marketing -- A marketing program where websites advertise for a sponsor's site, usually in return for commission on a sale.
    • Aggregation -- The process of gathering or syndicating information from multiple websites, typically using a content syndication system like RSS or Atom.
    • Aggregator -- A tool--usually a website or desktop software--that collects and publishes syndicated web content such as news, videos, blogs, polls, or other content.
    • AJAX -- Asynchronous JavaScript and XML (AJAX) is a group of programming technologies and web-development methods that facilitate the exchange of information between browser and server. These methods result in faster, real-time internet applications.
    • Analytics -- The process of making business decisions based on data. Analytics can also refer to the metrics that measure the effectiveness of business decisions.
    • Anchor Text -- The visible, clickable text in a hyperlink.
    • Anonoblog -- The portmanteau of "anonymous" and "blog," an anonoblog is a blog written by users who wish to remain anonymous.
    • API -- An Application Programming Interface (API) is a set of rules that a software program can follow which allows a computer system or application to communicate and exchange data with another.
    • ASP -- Active Server Pages (ASP) is a Microsoft technology that allows scripts to be integrated into web pages, mostly for data collection through forms and dynamic content creation.
    • Associative Links -- In web navigation, an associative link is a shortcut used to bring users directly from one page to the next without having to navigate up one branch of the structure and back down.
    • Atom -- An XML-based web syndication format, developed as an alternative to RSS.
    • Audience Group Scheme -- A web navigation classification scheme that allows users to navigate through content that is specific to them. For example, a site might ask visitors to self-identify as "buyers" or "sellers" in order to view appropriate content for their needs.
    • Automatic Placements -- A function in paid search where ads are shown across the content network based on the keywords chosen for an ad group.
    • Avatar -- A computer user's representation of himself/herself through a graphic, image, or other likeness.


    • Balanced Access -- Also called "Balanced Navigation," this is a site structure that relies on a mix of navigational models, each supporting a potentially different mode of moving through a site. The various types of blended models might include: structural browsing, search, content linking, filter, liquid information models and more.
    • Banner Blindness -- The pervasive phenomenon of Internet users tuning out portions of a site dedicated to advertising.
    • Bid Simulator -- A paid search keyword tool that estimates cost, clicks and impressions for a given keyword based on changes to max CPC.
    • Blog -- Short for "web log," a blog .
    • Blogger -- A person who writes a blog.
    • Broad Match -- For paid search, a keyword matching option that allows your keyword to show up even when searchers misspell or use related words.
    • Breadcrumbs -- A navigation aid used in online user interfaces that typically appears horizontally across the top of a web page.
    • Browser -- a software application that retrieves and presents resources from the Internet. Popular browsers include Internet Explorer and Firefox.
    • Browsing -- The act of reading or scanning through pages on the Internet. Also called "surfing."
    • Budget Optimizer -- A paid search bidding technique where Google AdWords places automatic bids in order to maximize clicks for a campaign.
    • Buying Funnel -- The steps a consumer goes through when buying a product online. See blog post: PPC Buying Funnel.


    • Cloud Computing -- Location-independent computing that allows common business applications to be accessed through a web browser by storing data on remote servers.
    • Contextual Advertising -- Blank.


    • D2C (or DtoC) -- Blank.
    • Dimensions -- In web analytics, dimensions are non-numerical items you want to track. For more, see my blog post on The Difference Between Dimensions and Measures.
    • Display Advertising -- Blank.
    • Dynamic Keyword Insertion -- A paid search tool that allows marketers to insert a keyword from their ad into the copy of the ad.


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    • Intelligent Database Tools -- Blank.
    • interstitial Page (or "Bridge" Page) -- Blank.


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    • Lead Management -- Lead management is an umbrella term for the process of generating sales leads, qualifying and scoring those leads, and nurturing leads through a marketing program to get them ready for sales. The best resource on the internet for lead management is this lead management consulting site.
    • Lead Nurturing -- The process of staying in touch with a qualified buyer who isn't ready to buy from you today. See my blog post on the lead nurturing funnel.
    • Lead Scoring -- The process of qualifying leads through a scoring system, often involving CRM and marketing automation.


    • Measures -- In web analytics, measures are numerical items you want to track against your chosen dimensions. For more, see my blog post on The Difference Between Dimensions and Measures.
    • Microsite -- A self-contained site, separate from the parent site, built with a specific purpose around a cohesive theme.
    • Multivariate Testing -- A process by which more than one component of a website may be tested in a live environment. It can be thought of in simple terms as numerous split tests or A/B tests performed on one page at the same time. See A/B testing definition for more information.


    • Navigation Structure -- Also called "information structure," a website navigation structure is the plan or map of web pages on a site. This navigation structure determines how visitors interact with your pages and content. For more information, check out my post on Website Information Structures.
    • Negative Keywords -- A filtering option in paid search, negative keywords allow PPC marketers to keep an ad from being displayed when a search query contains the negative keywords. For more information, check out my post on Negative Keywords.
    • New Media -- The fusion of traditional media and communications with Internet technology. For more, see my post: What is New Media?


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    • Scenario Analysis -- An analytics report that shows the amount of activity at each step of a defined scenario. Examples of scenarios could be downloads, form conversions, check-outs, registrations, etc. For more information, check out my post on How to build a Webtrends scenario analysis.
    • Smart Phone (or "smartphone") -- A phone with advanced data features, the ability to access the Internet and the ability to run advanced applications.
    • Stream Test -- An online marketing test where a user or customer is put in a single test grouping over multiple contacts for the purposes of determining which sales strategy is most effective. An example of this is an email stream test where prospects are divided into multiple groupings ("streams") and contacted multiple times with emails specific to that grouping. At the end of the trial, a stream winner might be determined, providing sufficient statistical confidence.


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    • User Experience -- Blank.


    • Viral Marketing -- Marketing techniques that encourage users to pass on a marketing message to others, with the desired consequence of creating exponential growth in message visibility.


    • Webforms (also "web forms") -- Webforms are online forms where--when filled out--transfer data to a server. Web forms are a common tool for online and new media marketers (especially B2B marketers) to use in lead identification and nurturing. For more, see my post on Webform Optimization.
    • White Papers (sometimes "whitepapers") -- An authoritative report or guide whose primary purpose is to generate leads for a B2B company.
    • Wireless Application Protocol (WAP) -- The protocol used by mobile web browsers. Wireless Application Protocol is a set of standards that allows wireless devices to browse content from specially-coded Web pages.


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  • Landing Page Problems

    7 years ago by in ( Landing Pages & Conversions )

    Hopefully, you’ve read my post on Landing Page Best Practices. Now that you’ve assimilated those tips, you should also know about elements of friction that cause visitors to abandon your site or leave a desired path. read more

  • Site Navigation Basics

    7 years ago by in ( Navigation )

    Web navigation, for the purposes of most digital marketers, is the system by which site visitors access pages and orient themselves while interacting with a given website. read more