Marketing Glossary – Digital Terms for 2023

Written by Sam Whitlock

What is a Marketing Glossary and how will These Digital Terms Help you?

We know digital marketing can get quite confusing. Still, a Marketing Glossary serves as a reference guide for professionals like you in the dynamic marketing industry, offering a deep dive into a collection of terms and concepts essential to the field.

For Marketing managers navigating the digital landscape, being familiar with digital terms can become indispensable. In a time when the digital field shapes your marketing strategies, this marketing glossary will serve as an invaluable tool.



200 OK

A type of HTTP status code that signals a request has been received and processed by the server. The user will then be directed to the assigned URL.

301 Redirect

A type of HTTP status code that indicates a URL that has been permanently moved to a new URL. In practice, the server responds to a 301 redirect by transferring the user over to the new destination URL.

302 Redirect

A type of HTTP status code that shows a URL has been temporarily redirected to a new URL.

404 Not Found

Another form of HTTP status code that indicates the server could not find the requested webpage. This may be because the page has been deleted or has never even existed.

5XX Server Errors

Errors indicating that the server could not fulfill a valid request



A/B Testing

This is a commonly used experiment in digital marketing whereby two variants are tested against one another to ascertain which performs the best. A/B testing can be used with PPC campaigns, website copy, and email marketing campaigns to name just a few.

Abandoned Cart

When a customer adds items to a website’s shopping basket/cart but leaves the website prior to completing the purchase.

Above the Fold

This refers to the visible portion of the website prior to scrolling.

ACoS (Advertising Cost of Sale)

Commonly referred to in Amazon advertising, this refers to the ratio of ad spend to revenue.

Ad Blocking

The use of browser extensions to prevent display ads from showing.

Ad Extensions

Additional information added to Google Ads, such as address, phone number, or more links.

Ad Fatigue

When an audience becomes overly familiar with an ad, it reduces engagement or clicks.

Ad Group

A set of related ads within a campaign in platforms like Google Ads.

Ad Relevance

How closely an ad corresponds to the keywords or intent of a user’s search.

Ad Space

The area on a webpage is reserved for advertising.


AdSense is an advertising program by Google that allows website owners to monetise their online content by displaying targeted ads.

Ad Position

The position of an online ad on the search results page in relation to other content. An ad position of 1 means your ad appears at the top of the search page

Ad Rank

A metric that determines the position of specific ads on the results page. Ad rank is calculated based on ad quality, bid amount, and ad relevance.

Ad Rotation

Determines which ads show when there are multiple ads enabled.

Ad Schedule

Setting that involves setting specific times your ads can show e.g. days or hours.

Ad Status

Gives a status for each ad describing if its able to run or not or whether there are restrictions on the ad.

Advertising Policies

These are highly recommended guidelines for your advertisements, keywords, and website. Ads that breach these policies will not be permitted to run.

Adwords Editor

Otherwise known as Google Ads Editor is a software that allows you to make bulk changes to your account, including edits, add and remove.

Advertising Network

An advertising network is a platform or service that connects advertisers with a network of publishers or website owners.


An affiliate refers to a person who is a publisher or salesperson who is in an affiliate marketing relationship.

Affiliate Marketing

Affiliate marketing is a performance-based marketing strategy where businesses reward an affiliate’s marketing efforts.

Affinity Audiences 

This is a type of audience to target users with specific interests.

Alt Text

An HTML attribute that displays text over or in place of an image as an alternative when images cannot be displayed. It’s also an important part of SEO as it helps search engines understand the relevance of an image to its corresponding page.

Anchor Text

The visible, clickable text of a link. Often it appears as a blue, underlined link to differentiate it from the rest of the text and make it clear that the text and link can be interacted with. This is also referred to as link text and when assigned correctly, it should tell the user what they can expect from clicking on the link.


The process of evaluating the customer’s journey and understanding the specific touchpoints that contribute to the enquiry or sale. There are multiple attribution models such as First or Last Interaction, Last Click, Linear or Time Decay.


An auction is a real-time competition among advertisers for ad placement.


This refers to specific users targeted by advertisers based on characteristics such as interests, behaviours, demographics, or online activity.

Automated Bidding

the use of machine learning algorithms to automatically set and adjust bid amounts during ad auctions.

Automated Extensions

Automated ad extensions created by Google.

Automated Rules

are pre-set actions or conditions that automatically manage and optimise campaigns.



B2B is a common acronym that refers to business-to-business interactions, for example, could be an accountancy firm working to support a legal firm with its bookkeeping.


B2X is a common acronym that refers to business-to-consumer interactions, for example, could be a car dealership selling a car to an individual.


An external link that directs users to your website.

Banner Ad

A type of digital advertising that is embedded on a webpage.


The amount of money a marketer is willing to pay for a click in a PPC campaign.

Bid Strategy

The approach used to manage bids in a PPC campaign according to a desired goal. For instance, with Google Ads, you have a number of different options, such as Maximise Clicks, Maximise Conversions, and Target ROAS.

Bing Ads

Also known as Microsoft Ads, Bing ads is an onlione advertising platform developed by Microsoft.

Blackhat SEO

SEO practices that violate search engine guidelines and can result in penalties.


A blog refers to content that is regularly updated on the website that features articles, posts, or entries written to inform, engage, or entertain an audience. Blog writing is a valuable content marketing tool, providing that the website that the content is being posted on is sharing relevant information to what they do or the industry the business is in.

Bounce Rate

Bounce Rate is a website metric seen in Google Analytics and it represents the percentage of visitors who leave after viewing just a single page.


Breadcrumbs refers to a type of navigation on a website that shows the hierarchical structure of the site and the user’s location within it. You will most likely see a breadcrumb navigation at the top of a webpage.

Broad Match Keywords

Broad match keywords are a type of keyword that is used in online marketing, more specifically PPC campaigns. When using broad match keywords, ads may be triggered to appear not only for the specific keyword but also for the variants, synonyms, and related terms of that keyword. This allows the ad to reach a broader audience.

Broken Links

Broken links are hyperlinks on a website that no longer work or point to a web page that no longer exists. When a user clicks on these links they are given an error message telling them that the page is not found. The most common error message for this scenario is the 404 ERROR message.


A browser refers to a software application that enables you to navigate the internet. It enables users to search and view web pages and to interact with online content like forums and social media. Here are a few examples of some popular browsers; Google Chrome, Firefox, Safari, and Edge (previously known as Internet Explorer).

Button Ad

A button that is placed on an ad that when clicked will follow to a page, service, or product that the ad is mentioning.




This refers to the temporary storage of web data and web page elements to increase the speed and efficiency of your website loading. Overall, caching helps improve the user experience by reducing the load times of your website.

Call to Action (CTA)

A CTA (Call to Action) is the process of asking a user/reader to perform a desired action. This is pre-planned and created strategically to fall in line with your marketing campaCDNign. For example, a CTA could be asking the user to fill out a contact form or click a link to find out more information. The desired end result would be a conversion.

Call Extension

Feature to include in ads that enable advertisers to display phone numbers alongside their ads.

Callout Extension

An ad feature that allows advertisers to promote specific offers or USPs such as free delivery.

Change History

A tool within Google Ads that lists any changes made to the account.


A campaign refers to a coordinated set of tasks and strategies created to achieve specific goals within a defined timeframe. A campaign is created and organised around a central theme or objective.

CDN (Content Delivery System)

A CDN is a network of distributed servers that have been strategically positioned to deliver web content, such as images, videos, and scripts, to users more efficiently. The goal of a CDN is to improve the overall speed and performance of website loading by reducing latency and optimising the delivery of content.


Click-through refers to the action of a user clicking on an online ad or link to then be taken to the advertiser’s desired location.

Click-through Rate (CTR)

Click-through rate refers to the average number of click-throughs per hundred ad impressions. Mostly commonly expressed as a percentage.


A click is when a user clicks on your Ad.

CMS (Content Management System)

A content management system is a software platform that allows users to create, manage, and organise digital content on websites. They provide a user-friendly interface that allows the user to perform tasks such as publishing blogs, editing pages, and updating media. A few examples of a CMS are WordPress, Drupal, and Joomla.


Content refers to information presented in visual, written, or audio formats, displayed on a website, social media, or mobile apps.

Content Categorisation

This refers to the process of organising content into specific categories based on criteria. This will help structure and manage large volumes of information, making it easier to locate, navigate, and retrieve content.


In marketing terms it refers to a desired action that user will take on a website, such as filling out a contact form, making a purchase, or signing up to a newsletter.

Conversion Funnel

The conversion funnel follows the journey of a user before they make their purchase or decide to get in touch with a company about a certain service. It will start off very broad attracting a lot of users before a strategy is put in place to windle down a user to ultimately make a conversion.

Conversion Rate

Conversion rate is a metric that measures the percentage of website visitors who take a desired action, for example, filling out a form or making a purchase. It is calculated by dividing the number of conversions by the total number of visitors and multiplying by 100 to get a percentage.


Cookies are small pieces of data that are stored on a user’s web browser. These data files contain information about the user’s interactions with websites, preferences, and other browsing activities.


Copy, short for copywrite, is written content on a web page. This content will include keywords that are relevant to a page and will explain a service or article to a user.


Refers to the process of writing content, either for a website, print, or other medium. Copywriting forms a key part of SEO, whether it be through writing new content or optimising existing content to ensure target keywords are used well. It’s also a valuable part of PPC when creating high-quality ad copy that captures a user’s attention and encourages them to click and convert.

Core Web Vitals

Core Web Vitals is a metric that is used to assess the user experience and performance of a website. They are assessed by looking at these main factors; loading speed, interactivity, and visual stability.


Cumulative layout shift, an important Core Web Vital metric, measures the instability of content upon loading.

CPA (Cost Per Action)

This is a metric that is used in digital marketing that represents the cost incurred by advertisers for a specific action taken by a user, such as making a purchase, filling out a form, or subscribing to a service.


CPC stands for Cost Per Click and is a metric that is used in digital marketing to evaluate the cost paid per click-through.


CPL stands for Cost Per Leas and is a metric in digital marketing that represents the cost incurred by advertisers for acquiring a qualified lead.


CPM stands for Cost Per Mille and is a metric in digital marketing that is used to represent the cost of a thousand impressions.


CPV stands for cost-per-view and this is a bidding option that means advertisers pay every time your video is viewed.


A crawler refers to a computer program used by search engines to systematically browse and index content on the internet.


Conversion Rate Optimisation is a strategy in digital marketing that focuses on improving the percentage of website visitors who take a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter.


Cascading Style Sheets is a programming language used in web development to define the visual presentation and styling of HTML documents. CSS allows developers to control the layout, design, and appearance of web pages.


CTA, or Call-to-Action, refers to a prompt or instruction designed to encourage an immediate response or specific action from the audience.


CTR, or Click-Through Rate, is a metric that is used in digital marketing to measure the percentage of people who click on a specific link.



Data Studio

Rebranded to Looker Studio, this free Google tool is used to create custom reports through integrations with Google’s and external tools.

Daily Budget

Is the amount set for each campaign to spend on average each day, it’s important to note that sometimes Google may spend up to two times your daily budget but then spend less on other days but at the end of the month it will average out.

Data Filters 

Google Ads data can be viewed using filters to sort through data.

Deep Linking

Deep linking refers to putting outbound links in your copy that point to another web page that is not a home page.

Destination URL

This is the web address where users are sent when they click on an ad.


PPC devices refer to different types of electronic equipment that users can view and interact with online ads examples include computers, smartphones, and tablets.

Digital Garage

Digital Garage typically refers to a learning platform that provides digital marketing education and training. It may offer courses, workshops, or resources to help individuals and businesses develop their digital marketing skills.

Digital Marketing

This refers to the use of digital channels, such as the Internet, social media, search engines, email, and other online platforms, to promote products, services, or brands. It involves different kinds of strategies, including online marketing, content marketing, paid ads, SEO, and more.

Digital PR

Digital PR, or Digital Public Relations, is a strategy that involves using online platforms and digital channels to manage and enhance the public image and reputation of a brand, individual, or organisation.


A directory is a structured listing or a catalogue of information, typically organised in a hierarchical or categorical manner. They are commonly used to display information and links to the company’s website.

Display Advertising

This refers to advertising using graphics such as banners, text, images, video, and audio. The purpose of these ads is to be displayed on third-party websites.

Display Network

This refers to targeting that allows you to set where or when your ad is shown based on features of your target audience, such as their personal interests, age, or gender.

Display URL

The display URL is the web page address shown with your ad this can be custom.

Dofollow Links

Dofollow links are hyperlinks that permit search engines to follow and pass authority from one webpage to another.

Domain Links

Domain name refers to the location of a site on the internet.


Domain Rating is a metric that is used in SEO to assess the overall authority or strength of a domain. The higher the rating is the more trustworthy the domain is in search engines.

Drip Campaign

This refers to sending a restricted number of automated emails to your audience at scheduled intervals, triggered by their actions or changes in their status. Businesses utilise this approach to maintain personalised and targeted communication with their audience.

Dynamic Keyword Inserter

Is a tool that automatically inserts the users search query into ad copy, this makes ad more relevant and personalised to the users,




eCommerce, short for electronic commerce, refers to the buying and selling of products online. Most commonly involving a website that has been specifically built for this purpose.


eCPM is “effective cost per mille” most commonly known as “Effective Cost Per Thousand.” It is a metric used in digital advertising to measure the estimated earnings of an ad campaign per one thousand impressions.

eCTR (Expected Click-through Rate)

Refers to the likelihood that your ad will be clicked when shown. eCTR is one of three components that contribute to an ad’s quality score.

Email Marketing

The use of emails to promote a service, product, or company news that will relate to the user.

Email Spam

Unwanted emails and repetitive emails that have no relation to the user.

Engagement Rate

This is a metric that measures the level of interaction and involvement that an audience has with a particular piece of content.

Exact Match Keywords

Exact match keywords are specific terms or phrases used in online advertising, where the ad is set to display only when a user’s search query precisely matches the focus keyword.

Event Tracking

This is useful when you want to track more than just revenue or conversions and is commonly used for analytics and socials (e.g. using Facebook’s Pixel). For instance, you may want to track brochure downloads, add to carts, or newsletter sign-ups.

Evergreen Content

Content that is consistently relevant, regardless of time. An example of this in digital marketing would be case studies or how-to guides, although it is recommended that evergreen content should still be reviewed and updated periodically to ensure it continues relevance.




A social network platform.

Facebook Ads

Facebook Ads refers to the advertising platform on Facebook that enables businesses to promote their services or products.

Facebook Audience Insights

This is a tool provided by Facebook that allows businesses to gain valuable insights into their target audience.

Facebook Business Page

A Facebook business page is a dedicated space on Facebook for businesses to establish an online presence in the form of social media.

Facebook Live

This is a basic feature on the social platform, Facebook. It allows the user to stream video to other users.


A small icon of the website’s logo on the bookmarked tab. This is to help identify certain tabs.

Featured Snippet

A featured snippet is a type of search result that appears on the Search Results Page. It will appear in a box that shows a specific bit of text that refers to the search query. This takes away the need for the user to click through on a website and find the information they need themselves.

First Input Delay (FID)

FID is a web performance and user experience metric that tracks the amount of time it takes from when a visitor first interacts with a web page to the time when the browser starts processing the interaction.


Frames are a framework that enables the division of a web page into two or more independent sections.

Frequency Cap

A limit on the number of times a visitor sees a specific advertisement.



Geo-targeting refers to the practice of delivering different content based on the user’s geographical location.


GIF stands for Graphics Interchange Format and is a media file mostly used to display a very short moving photo.

Google Ads

This is Google’s advertising platform, used as a tool for marketers to reach their target audience. Google Ads are commonly focused on search, shopping, or display formats.

Google Algorithm

The Google algorithm refers to the set of rules and formulas used by Google’s search engine to determine the ranking of web pages in search results.

Google Analytics

This is a Google tool that allows you to track data across your entire website.

Google Keyword Planner

This is a Google tool that allows marketers to plan and discover new keywords to implement on their website.

Google Business Profile

This is a tool that businesses will use to display important information about their company.

Google Algorithm Update

Google will update its algorithm to make changes and improve the overall search engine quality.


This is Google’s web crawler, used to collect necessary information and construct a searchable index of the web.

Google ID

This is a 10-digit number that identifies your account in Google Ads.


Google Merchant Centre is a platform by Google that allows businesses to upload and manage product information.


Google Search Console is a free tool that allows you to check the organic performance of your website. It will also provide you with website errors and site speed errors.


Google Tag Manager is a free tool that Google offers you to manage and implement tags on your website. GTM will do this without modifying the site code. It is used mostly to track user behavior on your site.

Guerilla Marketing

This is a form of creative advertising strategy that relies on low cost. While often unconventional, it is used to promote a product, service, or brand in unexpected surprising, or engaging ways. Typically in public spaces.

Guest Blogging

Writing a blog post for it to be published on another website.



Hard Bounce

When an email has not been delivered, it’s referred to as a hard bounce. Common reasons for a hard bounce include: the email address is incorrect or inactive, the sender’s email address has been blocked or you’ve been reported for sending spam emails.


Refers to the “#” symbol that is commonly used in social media to group-related content.

H1 Tag

The H1 tag is the main heading on a web page.


A heatmap is a visual representation used for analysing data. It serves as a tool to examine user behaviour and the layout of a website.


A request of a file from a web server.

Hreflang Tag

This is an HTML tag that is used to indicate the language and regional targeting of a web page.


HTML stands for Hypertext Markup Language and is the standard language used to create pages on a website.

HTTP Requests

HTTP (Hypertext Transfer Protocol) requests are messages sent by a user’s web browser to a web server to start communication and retrieve web pages or resources.


HTTPS stands for Hypertext Transfer Protocol Secure. It is a secure version of HTTP (Hypertext Transfer Protocol), the protocol used for transmitting data between a user’s web browser and a website.


Often referred to simply as a link, this is a clickable element on a webpage that, when clicked, redirects the user to another web page.



Image Optimisation

This refers to making sure an image is at an optimal file size while maintaining a high visual quality.


This refers to a user seeing an ad once a website has been opened.

Impression Share

Impression share is the percentage of impressions your ads receive in comparison to the total number of impressions they could potentially receive.

Inbound Link

A link from another site that points to your site.

Inbound Marketing

This is a marketing strategy that focuses on attracting, and engaging with customers through the creation and distribution of valuable, relevant, and helpful content.

Instagram Ads

Instagram ads are promotional content displayed within the Instagram app and are a part of the broader Facebook advertising platform.

Instagram Stories

A short temporary piece of content that features on the social platform, Instagram.




This is a programming language that enables interactive and dynamic features on websites.



A word that is used when performing a search.

Keyword Cannibalisation

This is when your website has too many of the same keywords spread throughout content on different pages.

Keyword Density

This is the measurement of a specific keyword within a piece of content, usually expressed as a percentage. It indicates how often a target keyword appears relative to the total number of words in the content.


This stands for a key performance indicator. This is a measurable metric that is used to assess progress toward marketing goals, providing insights into the effectiveness of a marketing strategy.

Keyword Research

This is a type of SEO practice where relevant keywords are found to then be used on pages and optimised to gain results.

Keyword Stuffing

This is a type of bad practice SEO where keywords are overly used in content in hopes that a website will rank better for a specific keyword.



Landing Page

A landing page is a standalone web page, created for a specific marketing campaign.

Largest Contentful Paint (LCP)

This is a key performance metric in web performance monitoring. It measures the time it takes for the largest content element (such as an image or text block) within the visible portion of a web page to be fully rendered and displayed to the user.


Tags you can apply to keywords, campaigns, ad groups, or ads to categorise and manage campaigns more effectively.

Landing Page Experience

Landing page experience is a factor that influences your keyword quality score and essentially estimates the usefulness and relevance of your landing page in relation to your ad.

Language Targeting

This setting indicates which language you would like to target the default is all languages.


This refers to an individual or organisation that has expressed interest in a product or service.

Lead Generation

Attracting the attention of consumers to a service or product with the aim of transforming that interest into a sale or conversion.

Lead Magnet

This is a marketing term for a service or product that is given out for free for the purpose of gathering contact details.

Link Building

Link building is a process of gaining hyperlinks from other websites to your own. The more links from other high-authority websites the better authority and visibility your website receives.

Link Checker

A link checker is a tool that is used to scan and analyse the links on a website to ensure they are functioning correctly.

Link Equity

Also known as link juice, is a concept in SEO that refers to the value or authority passed from one page to another through hyperlinks.

Link Text

Also known as anchor text, link text is the clickable text in a hyperlink. It’s a descriptive label that provides search engines and users with information about the content they’ll expect when clicking the link.

Link Bait

This refers to content that has the primary intention of attracting attention and encouraging others to link to it.

Log File

A log file is a file that records events, actions, or messages that occur during the session of a website.

Long Domain Name

A URL that contains a large number of characters. More than the original 26 characters.

Long-tail Keywords

These are keywords that get a lower amount of searches per month. They are longer and more specific.

Lookalike Audience

These are used in social media targeting as a form of custom audience. They are most commonly used with Facebook and LinkedIn targeting and work by identifying your target audience from the characteristics of an existing audience.

One of the more popular methods of generating a lookalike audience is through your website visitors. Once set up, the campaign would then target people similar to your existing website visitors.

Location Targeting

This setting indicates where you want your ads to show, you can be specific in your targeting and target a radius around a certain place or target on a wider scale e.g. cities, or countries.



Marketing Automation

What’s better than taking a time-consuming process and automating it? Marketing automation is about just that and is designed with efficiency in mind.

Marketing Funnel

A marketing funnel is a visual representation of the stages that a potential customer goes through in the process of becoming aware of, considering, and ultimately making a purchase or taking a desired action.

Manual Submission

Manually adding each URL to search engines.

Marketing Automation

Marketing automation refers to the use of software and technology to automate repetitive marketing tasks and workflows, allowing businesses to streamline their marketing processes, increase efficiency, and deliver more personalized and targeted messages to their audience.

Marketing Plan

This is what a company will use to market services and products to existing or new customers. It will outline target audiences/markets and will be reviewed to track the success of the campaign.


Max CPC is a bidding strategy and is the highest amount an advertiser is willing to pay for a click on their ad.

Maximise Conversions

This is a bid strategy that aims to get as many conversions as possible within a budget.


Metadata is data that provides information about other data.

Meta Search Engine

A meta-search engine is a type of search engine that aggregates and displays search results from multiple individual search engines simultaneously.

Meta Tags

Meta tags are HTML tags that provide information about a web page to search engines. They are not visible to the user but provide crucial metadata.

Mobile-first Indexing

This refers to where mobile versions of a website become the primary version used for indexing and ranking in search results.

Multivariate Testing

This involves experimenting with multiple variations of different elements on a webpage or in a marketing campaign simultaneously to determine which combination yields the best results.

Multi-channel Marketing

This refers to the use of multiple media channels to spread marketing material or messages.

Mobile Page Optimisation

This refers to adjusting your website and content to maximise mobile visitors.



NAP (Name, Address, Phone Number)

This refers to the consistent business information that’s crucial for local SEO.

Native Advertising

This refers to a type of online marketing that seamlessly integrates with the platform or content where it appears.


Combination of network and etiquette. This refers to the code of conduct in regard to acceptable online behaviour.

Negative Keywords

This is a list of search terms that advertisers ad to their campaigns to exclude because you don’t want your ads to show for them. A common example is excluding the term ‘free’ for paid products/services.


This is a value assigned to a hyperlink that informs search engines that the link should not be considered a vote of confidence for the linked page.



Off-page Optimisation

Off-page optimisation refers to a set of strategies that are implemented outside your own website. This is to improve authority and visibility.

Omnichannel Marketing

This is a strategic approach to marketing that provides a seamless and integrated experience for customers/users across channels and platforms.

On-page Optimisation

On-page optimisation is the improvement of on-page elements to make the page more search engine friendly.

Open Rate

This is an email marketing metric to track the amount of sent emails that have been opened in a campaign.

Opt-in Email

This refers to a person signing up or requesting emails.


This refers to a person choosing not to receive marketing materials or information.

Optimisation Score

Keywords have a quality score marked out of 10, this score is determined using three factors; expected CTR, ad relevance, and landing page experience. The higher the quality score the more likely your ad will show.

Organic Search

Unpaid listings on the SERP that show relating to a search query.

Organic Traffic

This refers to the number of users that found your site naturally searching the browser without the use of ads.

Outbound Link

A link that goes to another website.



Page View

Loading of a single HTML page.


Taking a page from the original site and publishing a copy on a different site.

Paid Media

This is a form of marketing where a company pays a fee to a third-party platform to promote services, products, or content.

Pay Per Click (PPC)

This refers to a pricing model where a payment is based on click-throughs from a user.

Pay Per Lead (PPL)

This refers to a pricing model where advertisers pay a fee for each lead generated through a marketing strategy.

Pay Per Sale (PPS)

This refers to a pricing model used in online marketing. Advertisers pay a commission to the publisher when a referred customer makes a purchase or completes an action.

Pay Per Click Keyword

Words or phrases relating to your product offering that advertisers choose to tell Google when to show your ads.

Pay Per Click Landing Page

After clicking on an ad the landing page is the first page the user is sent to.

Performance Max (PMAX)

PMAX refers to a goal-based campaign type that enables advertisers to access their entire Google Ads inventory within a single campaign.

Permission Marketing

This refers to getting customers/users consent to send marketing material.

Phrase Match Keywords

Refers to a type of keyword match type used in online advertising, most commonly in SEM (Search Engine Marketing) platforms like Google Ads. This allows marketers to target ads to appear for searches that include a specific phrase.


Digital audio or video file that is streamed or downloaded over the internet. These are typically created in episodes to discuss a certain topic or interest.

Pop-under Ad

Another form of a pop-up ad but appearing behind the current browser window instead of opening a new one.

Pop-up Ad

An advertisement that opens in a new browser window.

Position Zero / 0

The first result on the Google search results page, above organic rankings. This is also known as a featured snippet.



Quality Score

A metric used in Google Ads to measure the quality and relevance of an advertiser’s keywords and ad campaigns. It determines the position of an Ad on the SERP.


A search that is performed by a user on a search engine containing a keyword or phrase to find information on a subject.

QR Code

QR stands for quick responsive code. This is a barcode that can store different types of information, such as text, URLs, contact information, or other data. Most of the time created to be scanned via mobile devices.




The term of explaining the position of a website on the SERP.

Ranking Signals

Search engines will use signals to sort the search results based on quality and relevance to the search query. This may also be known as ranking factors.

Rank Tracking

This refers to tracking how a URL is performing on the SERP.


Remarketing also known as retargeting, is a digital marketing strategy that involves looking at users who have previously viewed your website and re-engaging with them.

Reciprocal Links

Two sites that are linking to one another that have exchanged a link. This is usually agreed by site owners.

Return On Investment (ROI)

This is a ratio based on the amount of profits received compared to the amount invested. This is a financial result that will help improve your business.

Return on Ad Spend (ROAS)

This is a marketing metric that measures the revenue generated for every GBP spent on advertising. This is used to evaluate the effectiveness of your advertising campaigns.

Responsive Display Ads

An ad format that allows images and automatically adjusts specifications to fit the ad space.

Rich Snippets

Text, data, or imagery that Google sees as informative content. Content will be displayed on the SERP without the user having to visit the page to obtain useful/helpful information.


Robots.txt is a file that is used to communicate with web crawlers, specifying which parts of the website should not be crawled.



Schema Markup

Schema Markup is code that helps search engines understand content on your webpage. This may also be known as structured data.

Search Engine

A search engine is a software program or online service programmed to search and retrieve information from vast amounts of data available across the internet. Popular examples of search engines include Google, Yahoo, and Bing.

Search Engine Optimisation

Better known as SEO, it is the process of organically increasing your website’s visibility without the use of any paid ads.

Search Engine Submission

Submitting your URL to a search engine so that it’s aware of your website or page.

Search Retargeting

This refers to the use of a user’s search history to find keywords used previously to aim at specific ads.


SERP stands for “Search Engine Results Page” and is the page that a browser will display once a query has been searched.

Search Impression Share

Search impression share is the percentage of impressions your ads receive compared to the total number of impressions that your ads could get.

Search Intent

Search intent is the users reason and intentions to perform a certain search on the web.


SEM stands for “Search Engine Marketing” and is a digital marketing strategy that involves promoting your website by increasing its visibility. Commonly achieved through paid advertising and organic page optimisation.


Sessions is a marketing metric commonly seen in analytical data to look at how long a visitor spends interacting with your website.

Search Ad

These ads show on the search engine results page and on the Google network. Search ads are text ads.

Shopping Cart

A way for online users to purchase products from your online catalog where they can add/delete and complete transactions of products.

Shopping Ad

Shopping ads show on the SERP and also in the shopping tab of Google, this ad type allows advertisers to use images, prices, and product details to promote their product.


A sitemap is a visual or textual representation of the structure of the website. It will show the relationships between pages and what pages have hierarchy over each other.

Sitemaps serve multiple purposes, including helping users navigate your website, helping search engines with indexing content, and providing a blueprint of your website.

Site Navigation

A user moving from one web page to another using internal links from the same domain.


A sitelink is an additional link that appears below your main ad directing users to specific pages. Sitelinks are a type of ad extension.

Skyscraper Ad

A vertical banner that appears as an Ad on websites. They can also be found as a social media Ad.

Skyscraper Content

This is website content that has been inspired by other popular content to attract more traffic to your website.

Most of the time it will mean looking at what content is gaining positive attention and seeing how it can be re-written and made better and posting to your website without any plagiarism.


SMM stands for “social media marketing.” This refers to marketers using social platforms to market a product or service to a targeted audience.

Smart Campaigns

Are automated ad campaigns that use machine learning to optimise for specific goals and require less manual input.

Social Media Traffic

This refers to visitors and interactions a website receives as a result of users clicking on links that have been showcased through an Ad or post on a social media platform.

Social Network

A platform for people to share common interests and post content for people to like, comment, and share. They can also be used for private messaging.

Soft Bounce

Emails that can not be delivered due to an email address that is temporarily unavailable. These are used to measure the amount of emails on a list that are still usable but not available at that time.


Unsolicited Emails or messages that have low value and most of the time have no relevance.

SSL Certificate

A certification that provides authentication for a website so that encryption and secure connections can be enabled.


The amount of time a user has spent on your site over a period of time.

Style Guide

A guide that is provided by a company that outlines the personality and tone of voice for copywriting.

Structured Snippets

Type of ad extension, structured snippet are assets that show below your text ad and highlight certain selling points of your product offering.



Target Audience

A specific group of people that all share the same interests and characteristics. Marketers will use this to aim products or services to a particular group of people.

Target CPA

This refers to a bidding strategy getting as many conversions at a set cost per acquisition.

Target ROAS

Is a bidding strategy where advertisers set a goal for return on ad spend and Google will try to adjust bids to get conversions at this target ROAS.

Technical SEO

Tasks that improve the integrity of your website. This includes making sure the website can be crawled and indexed alongside back-end optimisation of pages so that they can be searched.

Text Ad

A text ad is a form of advertising that consists primarily of text that is then typically accompanied by a link.

Top of Funnel Marketing

This is the top of the sales funnel that is used in marketing to gain awareness for a site, brand, or product. Certain types of content will be used to reach out to a wider audience.

Tracking Cookie

Tracking cookies, simply known as “Cookies,” are small pieces of data that are stored on the users device by a web browser. They collect information on what websites the user visits like, keywords, and geographic locations.




Delivering fewer results than contracted for a specified period of time.

Unique Visitors

Users who have visited your website at least once within a set time frame.


Short for “Universal resource locator” a URL is what refers to the address of your website and webpages.


Usability refers to the ease of which users can interact with a website.

User Interface (UI)

User interface refers to the visual elements and interactive features of the UX on a website. This will help the user navigate through the site with the use of elements, for example, buttons, menus, and screens that are designed to provide an intuitive and engaging experience for visitors.

User Intent

Refers to the intent of the search query whether users are searching for informational intent, navigational intent, or purchase intent.


This stands for URL Rating. A link metric created by Ahrefs that measures the quality and amount of backlinks.

User Engagement

A look into the website users and how they interact and respond to pages, articles, and blogs.

User-generated Content

Content that is created by the user on your website. For example posting comments on blogs.

User Experience (UX)

User Experience refers to how the user feels navigating through your site. Highly important that your site is enjoyable and stress-free for the user, as a good experience may result in conversions of your product or services.

UTM Parameters

Short text codes are added to URLs to track the performance of the page.



Video Marketing

The use of video format for different types of promotional content.

Viral Marketing

A marketing strategy that focuses on spreading information and opinions about a product or service from person to person.


This refers to website visitors and is used to help understand a website’s performance via visitor growth, as well as how it impacts the website’s conversion rate


A blog published as video content.

Video Ads

This is a type of Ad, and are videos that appears on Google’s network of websites.



Web Browser

Often referred to simply as a “browser,” is a software application used to access and view information on the World Wide Web.

Web Design

As opposed to web development, web design is the creative aspect of creating a website. It focuses more on layout, themes, colour schemes, and other creative aspects that impact the visual appeal of a website.

Web Directory

A list of websites that have been organised and categorised.

Web Hosting

Web hosting refers to the service that allows individuals and organisations to make their websites accessible on the internet. It involves storing the files and data associated with a website on servers that are connected to the internet.


A seminar hosted over the internet.

Website Analytics

This refers to the measurement and tracking of web performance and users.

Website Traffic

The number of visitors and visits a website receives.

Whitehat SEO

Whitehat SEO refers to any method that improves your website rankings while remaining within the search engines’ terms of service.


A visual guide that is used early on in the design process of a webpage. It will outline the best elemental structure to use without giving detailed design elements like colour, font, and images.

Word-of-Mouth Marketing

A marketing tactic that relies on natural conversations and interactions to promote a product or service.



XML Sitemap

This is an XML file that details a website’s indexable pages. Search engines such as Google and Microsoft Bing use this XML file to assess which web pages to crawl and index.


YouTube Advertising

To put it simply, this refers to advertising on YouTube and is an option within Google Ads.



This refers to when search engines such as Google or Bing provide an answer or solution without the need to send a use to a third-party website.

Zero-click searches are being increasingly used and are effective at simplifying the user’s experience.