Digital Glossary

Advertising Policies provide information about what kinds of ad content and practices are allowed or not allowed on the site.

A Google owned program that is used by advertisers to place ads on Google search results pages, on Youtube, and on Google ad network sites. Adwords is the primary platform for PPC advertising.

This is a type of performance-based marketing where a brand rewards affiliate partners for each website visitor or customer brought by the affiliate’s own advertising efforts. Affiliates typically receive discounts or payments based on the number of visitors or customers they bring.

ATL is used when the focus is on mass media promotion to reach a large audience. ATL includes media such as radio, TV, print media such as newspaper and magazines, and billboards. All promotional messages are untargeted, meaning they do not focus on a specific target group.

An API is a way of getting specific information from other applications or websites, which you can use for a variety of different needs. It is similar to a set of tools used for building a software application. The better the tools, the easier it is to make a good product. In the case of an API, the better the API, the easier it is to develop a program.

APIs are programming tools that allow one to extract information and data from another are application or data analytics. Through the use of several rules or commands that the creator of the API has put in place, the API calls upon another’s application and bring you information that you can use in your own product.

An API is a set of building blocks that programmers can use to develop computer programs. As far as social media is concerned, all the major social networks have their own APIs that let programmers create their own software that works with the networks. Third party social media tools such as Falcon rely on social media APIs to integrate with platforms like Facebook.

Models of how conversion credit is applied to ads or campaigns based on the ways users interact with ads.

It's a method of assigning full or partial value of an action to various touchpoints along the customer journey. There are several different types of attribution models that marketers use such as first-touch, last-touch, time-decay, , position based and multi-touch attribution models.

Your social media avatar, also known as your profile picture, is a small image that represents you on a social network. It can be a real photo of you, a corporate logo, or anything you want your followers to identify as ‘you’ on social.

Comprises the information gathering, analysis, and reporting process. Data is derived from all online touchpoints (i.e. a website, direct, organic, and paid channels), analyzed for insights and trends, and then delivered for strategic implementation.

A Google platform that allows webmasters to collect statistics and data about website visitors. Google Analytics (sometimes abbreviated as GA) allows webmasters to see where web traffic comes from and how visitors behave once on the site.

Analytics is essentially the discovery and visualization of important patterns in data. In the context of marketing 101 terms, it is looking at the data of one’s metrics (website visitor reports, social, PPC, etc.), noticing trends within that data, and then creating insights that can be utilized when making marketing decisions. Popular analytics services include Google Analytics, Hubspot, Mixpanel, Kapost, and Kissmetrics among many others.

In a social media context, analytics is the process of following metrics on your social media performance and using that data to improve your strategy. For instance, watching your engagement rate over time to see if your posts are becoming more or less compelling to your followers is one way of using social analytics.

Refers to the average position that an ad appears in search results when that keyword is searched. For example, an average position of 1.4 means that an ad usually appears between the 1st and 2rd positions.

Text added to images to help search engines understand what the images are about and how they relate to the content on the page. Alt text also can be read aloud by a screen reader for blind users. It's also known as an attribute added to HTML code for images, used to provide vision impaired website visitors with information about the contents of a picture.

Best practice dictates that all images on a website should have alt text, and that the text should be descriptive of the image.

Using computer programs to perform tasks that are repetitive, that would normally be completed by a human. Email programs can use automation to send email messages to people based on certain triggers (new customers, did or did not open the last email, etc). Marketers also use automation to nurture leads by sending relevant content to previous visitors of a website, in an attempt to get the visitor back to convert into a sale.

A campaign that focuses on getting returning users to open or update your app.

The ability to remove a post from the public feed, but still have it saved on the social media platform.

This type of campaign encourages people to install your app.

the integration of digital information with the user’s existing environment to enhance it. An example of this is the Pokémon Go app, where your avatar is overlaid on a real-world map and content.

Agile is a method of working quickly that is designed to adapt to rapid changes. Teams are often small and work in short sprints without lengthy processes or blockers to slow them down.

Generally speaking A/B Testing means If you want to improve your marketing efforts, A/B testing may come in handy. This is the process of comparing two variations of the same variable to find out which one performs best.

This type of testing is used in

• Email Marketing (changes in the subject line or copy),
• Ads (Running and comparing two variations of an ad at the same time to measure performance to identify the most effective version),
• Measures two social media posts against each other to see which performs best
• Calls-To-Action (changes in color and wording), and landing pages (changes in content).
  An example of A/B testing would be to see which tasted better on a sandwich: American cheese or cheddar cheese!

It's also known as "split test", The most common way of using A/B tests is to only change one element of the post between the two versions so that you know any difference in performance is because of that change.

This is a network of websites, mobile app and mobile web publishers who've been approved by Facebook to show ads in their apps.

The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule.

A process or set of rules that computers follow to perform a task. In digital marketing, algorithm usually refers the the sets of processes Google uses to order and rank websites in search results. The SEO industry gives various Google algorithms their own nicknames like Penguin (which analyzes the quality of links pointing to a website) and Panda (which assesses the quality of the content on a website). The main ranking algorithm is SEO is referred to as “The core algorithm”.

in digital marketing, the algorithm usually refers to the procedure that search engines go through, process and use to rank websites in Search Engine Results. while in social media it means the set of rules a social network uses to automatically decide which posts come first in your feed. For example, if Facebook decides that it wants to prioritize posts with lots of comments (as it did with recent algorithm changes), it adjusts the rules of its feed algorithm to push those posts up.

A group of people you target your ads to. Your audience on social media is the group of people you’re able to reach with your content. This includes all your followers plus anyone who sees or interacts with your posts in their feed. Growing your social media audience is one of the best ways to spread brand awareness.

A branch of digital marketing focused on strategies and techniques designed to improve visibility of apps in the app store. This can include optimizing the apps meta data with targeted keywords, enhancing app creatives, and more.

The clickable words in a hyperlink. In SEO, anchor text is a ranking signal to Google, as it provides context about the destination site. For example, if many websites link to one particular website using the anchor text “free stock photos”, Google uses that information to understand the destination site is likely a resource with free stock photos. Theoretically, that could help the stock photos website rank in Google for keywords related to stock photography.

It's also considered The actual text of a link to a web page. On most websites, this text is usually dark blue and underlined, or purple if you’ve visited the link in the past. Anchor text helps search engines understand what the destination page is about; it describes what you will see if you click through.

Uused to describe a company that sells products or services directly to consumers. Some B2C examples include Adidas, Amazon, and Microsoft.

B2B is used to describe a company that sells to other companies not to consumers directly. Some examples of B2B companies include IBM and J.P Morgan.