Digital Glossary

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.

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.

Search Absolute Top Impression Rate is the percent of your impressions that are shown as the very first ad above the organic search results.

Use this metric to see whether changes in performance are due to changes in your ads' location.

For example, if out of 100 impressions, an ad has 10 impressions in which it appears as the first ad above the organic search results, the absolute top of page rate will be 10%.

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.

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

A type of audience specifically on Pinterest that is similar in behavior to an existing audience. This is commonly referred to as a “Lookalike” audience on other social channels.

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.

marketing activity that moves customers to the next stage; in performance marketing, growth marketing, demand generation and sales, this typically means a short-term sales cycle

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.

This column shows the number of ad changes, such as adding or deleting an ad, that have been made during your selected date range.

How it works: Click the number to see each change displayed in your change history.

Good to know: Changes made yesterday are displayed after 10am (PST) today.

The market for digital advertising space, run via computerized auctions that bring together both parties (advertisers and publishers) of the transaction.

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.

tries to defend or attack an argument based on an extreme or outrageous version of factual circumstances that is plainly unrealistic.

Determines which ad formats can be in an ad group.

What it is: An ad group is a collection of ads that all have the same format/theme, for example, text (standard) or Shopping ads.

Keep in mind: To run both in-stream and video discovery ads in Google Ads video campaigns, you’ll need to create 2 different ad groups.

A grouping of websites or digital properties (like apps) where ads can appear. and it can also be a group of websites that have ad inventory for advertisers to purchase.

For example, Google has 2 ad networks: the search network (text ads that appear in search results) and the display network (image ads that appear on millions of websites that have partnered with Google) and Facebook Audience Network.

A place for advertisers to create advertising campaigns and select where to show their ads from the available inventory. Google & Facebook are two of the largest ad platforms

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

"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.

Since Google will only show one ad at a time from an advertiser, ad rotation determines which ad to display if there is more than one ad contained in an ad group.

the act of scheduling particular advertisements in order and tailoring your next advertisement according to the user’s actions on the first advertisement, to increase conversions.

Ad servers are automated servers that help you request, bid on, and place your ads on websites, as well as monitor the progress of each campaign. For advertisers handling billions of data per day, ad servers make it easy to select the ads with the most potential and place them on appropriate websites.

A style of website design that creates web pages of different sizes in order to appear appropriately on devices with different screen sizes. It differs from Responsive Web Design in that it is actually multiple websites of different sizes rather than a single website which is coded to adapt to different screen sizes.
Today, Responsive Web Design is now the recommended style, and Adaptive Web Design is no longer the recommended style for creating responsive websites.

Ads Manager is Facebook’s tool for creating, running and analyzing social ads. It can manage your ad campaigns on Facebook, Instagram, or Audience Network. It offers a wide variety of features for ad targeting, budgeting, and optimization as well.

A Google platform that allows websites to earn money by publishing Google network ads on their website.

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