Marketing Terms: Definitions

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In marketing and advertising, there are a lot of words used within analytics which I'll breakdown to help understand what each mean. We will break marketing analytics down into three categories: marketing metrics, marketing intelligence and marketing measurement.

Table of Contents

Marketing Terms

CPC – Cost per click is the amount that an advertiser pays when a visitor clicks on their ad.

CTR – Click-through rate is how often users click your ads or links out of every 100 views.

CPM – Cost per mille (mille meaning thousand) means what you pay for your advertising space in thousands of impressions

CPA – Cost per acquisition means the amount you pay for every customer or lead.

Clicks – The number of clicks on your ad.

Cost – the cost for each click or impression.

Visits – The website visits to a site, page, app from campaigns.

Conversion rate – How often visitors take an action you want them to do when they visit your website.

Impressions – how many times your ads are shown on a website or in an app.

Leads – the potential customers that have registered their email address with you for later marketing purposes.

Sales conversions– How many visitors become paying customers after visiting your site, form filling and requesting more information about products or services offered by company.

Frequency – how often your ads are shown to the same person.

Campaign – A single advertising campaign is a collection of ads that share a common goal, like increased website traffic or conversions.

Keywords – words and phrases used in search engine queries posts that you want your business site to rank for higher in Google searches so more people will find it.

Reach – how many people your ad w ill be seen by.

Measurement – the information you use to determine if an advertising campaign was successful: for example, visits to a website after clicking on an ad placement within that site could be considered a measurement of success.

Bounce rate – the percent of people who visit the site and then quickly leave without viewing any other pages.

Conversion – the action a visitor takes on your site, like signing up for an email list or making a purchase.

Keywords – words and phrases used in search engine queries posts that you want your business site to rank for higher in Google searches so more people will find it.

Pixel – a piece of code that is used to track a user’s activity on a website.

Remarketing – ad campaigns target people who have visited your site in the past.

SEO – Search engine optimization – marketing strategy that has a goal of improving rankings for a website within search engines like Google to make it easier for users to find it.

Meta description – a 160-character description of the web page that will show in its search engine results pages.

Backlinks – one way to get high rankings is through backlinks, or links from other websites linking back

Heading tags – heading tags are HTML elements that will present text in bold, italicized, or different colors.

Keyword research – the process of researching which keywords would best represent your website to a search engine or customer need.

Pages per session – pages per session is the average number of pages a visitor views in one session.

Raw data – raw data is the information collected before any analysis or manipulation has been applied to it.

Pageviews – pageviews are how many times an individual web page has been viewed on a particular domain, typically within a given time period.

Conversion rate – conversion rates measure what percentage of people who visit your website become leads.

Conversion funnel– The conversion funnel refers to the process that people go through when they interact with websites and then eventually convert into customers for businesses online. It’s important for digital marketers to be aware of each step visitors take towards making a purchase so as not to dissuade them from continuing down this path; even if they don’t make it all.

CPC – Cost-Per-Click (CPC) is an advertising model where advertisers are charged for each click on their advertisement(s); this typically means bidding against competitors as they try to offer a lower CPC than the other with higher bids resulting in more clicks.

In conclusion the above glossary of terms can be useful in the pursuit of digital marketing for your website. For any digital marketerer, it is important to be aware of marketing terms so they can better understand the lingo.
Ben Lund

Ben Lund

Ben Lund is a 14+ year digital advertising vet who founded Rise Marketing Group. Outside of managing his agency, he offers advertising courses on SkillShare and routinely shares his best practices on DIYDigitalStrategy.com

Ben Lund

Ben Lund

Ben Lund is a 14+ year digital advertising vet who founded Rise Marketing Group. Outside of managing his agency, he offers advertising courses on SkillShare and routinely shares his best practices on DIYDigitalStrategy.com

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