Digital Glossary

The method used to decide the cost and placement of digital advertising on certain ad networks. A new ad auction occurs each time an ad is placed on an ad network.

The average price an advertiser pays when a user clicks on their ad.

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

Additional information that can be included in paid search ads. Often used to provide more detail and improve a user’s interaction with an advertisement. It's a Google Ads feature that shows additional information in your top placed ads such as,

location and phone number
site links to pages deeper in your website
call outs
structured snippets
reviews,
address,
pricing,
callouts,
app downloads,
sitelinks,
and click-to-call.

It's Ad extensions help advertisers create richer, more informative ads that take up more on-page real estate, which generally lead to higher Click Through Rates.

The number of actions taken on your ad, Page, app or event after your ad was served to someone, Actions include Page likes, app installs, conversions, event responses, and more
For example, 2 Page likes and 2 comments would be counted as 4 actions.

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

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.

Tied to our need for social acceptance, collective beliefs gain more plausibility through public repetition.

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.

It is the average amount you've paid per interaction.

How it works: This amount is the total cost of your ads divided by the total number of interactions.

Example: If there are two interactions with your ad, one costing $0.30 and one costing $0.40, your average cost for those interactions is $0.35.

We trust and are more often influenced by the opinions of authority figures.

Google’s method for determining each ad’s position on a search engine results page. The advertiser with the highest ad rank will be placed in the top position followed by the ad with the second highest ad rank and so forth. Ad Rank is calculated based on the bid received, Quality Score and ad assets (formerly extensions), for each ad eligible to appear.

The rank of an ad in a given auction compared to other ads in that auction used to determine the ad’s position. Ad rank may be different in each auction

“Average session duration” is the total duration of all sessions (in seconds) divided by the number of sessions. You can use this metric to measure visitor quality. This metric is imported from your Google Analytics accounts and is calculated based only on sessions that originated from Google Ads clicks.

If you don't see data in this column, your accounts might not be linked properly or there might be no data for the data range you’ve selected (Google Analytics data is not available for dates before July 1, 2011).

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.

"Ad relevance" measures how closely your keyword matches the message in your ads. A below average score may mean that your ads are too general or specific to answer the user’s query, or that this keyword isn’t relevant to your business.

Ad relevance is one component of your keyword’s overall Quality Score.

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.

A cognitive bias that refers to the tendency of individuals to favor options that have known outcomes, over options that have uncertain outcomes, even when the uncertain option may have a higher expected value. This bias can affect various aspects of decision-making, such as investment choices, career decisions, or even personal relationships.

Individuals tend to prefer known outcomes because they provide a sense of certainty and security, even if the outcome is not necessarily favorable. This bias can lead to missed opportunities and suboptimal decisions, as the uncertain options may hold greater potential benefits.

One way to overcome ambiguity bias is to gather more information about the uncertain options and consider the potential benefits and risks. Additionally, it can be helpful to consider the potential regret of missing out on a favorable outcome due to the preference for known outcomes.

In website terms, 'above the fold' is the type of content that a website visitor sees before scrolling down on a specific page It's useful being aware of this type of content when you are creating landing pages for inbound marketing. A call-to-action that first pops up after a lot of scrolling may decrease the efficiency of your campaigns. It's all of the information that is viewable on a web page prior to scrolling.

The average amount of money spent to generate each conversion. This is calculated by dividing the total cost of advertising during a period of time by the total number of conversions over the same period of time.

We rely on automated systems, sometimes trusting too much in the automated correction of actually correct decisions.

Grouping of all your specific ads activity. Your ad account includes different campaigns, ads and billing information.

A framework for building web pages that is used to provide an easier, faster mobile experience. in other words, It's Lightweight pages that load instantly for mobile devices.

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.

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.

We rely heavily on the first piece of information introduced when making decisions.