Digital Glossary

The area of HTML code containing all of the page information, such as images, tables, text, and hyperlinks.

A link to a website saved for later reference in your web browser or computer.

An organic post that a marketer pays to show in front of a targeted audience. This type of ad lives on the brand’s page even after the budget caps out.

A boosted post is a Facebook post that you put money behind to increase its reach. Also known as promoted posts, boosted posts differ from Facebook ads in that they start out as organic posts and then get additional paid reach based on your spend. Also, you can launch them directly from your Facebook Page without using Ads Manager. Like Facebook ads, though, boosted posts allow you to target a specific audience and set an exact boost duration and budget.

An automated program that visits websites, sometimes also referred to as a “crawler” or a “spider”. Search Engines like Google uses bots to crawl websites so that they can be ranked and added to search indexes. Spam bots visit websites for nefarious reasons, often showing in Google Analytics as spammy traffic.

refers to a stage of the buyer process funnel. In this stage, leads and about the make the transition into becoming new customers. The customer has determined what their problem is, has looked for a solution, and are very close to buying your product. Some typical steps at this bottom of the funnel stage include a conversation with a sales representative, a demo, or a consultation, depending on what type of product your company has created.

Bottom of the funnel is the last stage in the buying process when your prospects are close to becoming new customers. Messages at this stage usually include a product offer, a product demo, a free consultation, etc.

The percentage of visitors to a website that leave immediately without clicking or interacting with any portion of the page. It often happens that you click on a random link and you end up on a website that you are not interested in anyway. Even though you immediately leave that website, your visit still counts in website analytics. Congratulations, you have just contributed to the bounce rate of that website! In other words, bounce rate is the percentage of visitors that have landed on your website but have not stayed long enough or clicked on other pages.

For example, if 100 people visit a website, and 50 of them immediately leave, the website has a bounce rate of 50%. Websites aim to have as low of a bounce rate as possible, and averages tend to be anywhere between 40-60%.

It's also calculated as the percentage of single-page sessions in which there was no interaction with the page before the visitor leaves the page. A bounced session has a duration of 0 seconds. A high bounce rate generally leads to poor conversion rates

Another aspect of bounce rate is "email bounce rate", it refers to the percentage of emails that are unable to be delivered to a recipient’s inbox. A high email bounce rate may mean that your email lists are not up-to-date and include invalid email addresses. Email bounces are not necessarily bad. There are generally two types of email bounces: hard and soft. A hard bounce is when there is a permanent problem with the address, and the email cannot be delivered. A soft bounce is a temporary issue with the address and may eventually be resolved. If a soft bounce exists for long enough, it is considered a hard bounce.

Brainstorming is a tool for creative ideation and solutions. Brainstorm sessions follow a variety of different techniques, but the key is to gather many ideas and find the best within those.

A brand advocate on social media is a customer who posts positive messages, leaves positive reviews, or otherwise supports your brand on social. Brand advocates may also encourage other users to use your products or services through word-of-mouth marketing.

An upper-funnel social media objective that is used to serve impressions as efficiently as possible.

Brand awareness is the level of familiarity consumers have with your brand. It’s often considered one of the main goals of social media marketing. It’s also one of the objectives you can select for your Facebook and Instagram ad campaigns in Ads Manager. Brand awareness can be measured through impressions or reach, or more accurately through ad recall lift (an estimation of how many users would remember your brand after seeing the ad).

measures impact of ads on your brand by taking a baseline of your brand’s perception (via a control group), and then testing the brand impact of your ads against key brand metrics

A marketing feature on TikTok, where users are encouraged to post videos of themselves using a brand’s product or their take on the brand’s challenge.

Links at the top of a web page or in a search result, that better help the user navigate the site. Onsite links often appear near the web page’s title and look something like this: Home > Services > Specific Service.

Breadcrumbs can also be found in search results through specific schema markups. These help users find related pages from the search result listing.

in other words, It's an element on a page or SERP result that shows the navigational trail a user took or could take to reach the page they are on. On a webpage, the trail is a series of links to other pages and is most often located at the top of the page. Example: Home / Shop / Backpacks

This keyword would trigger your ads if a user searched for this phrase in any order, and with synonyms too (i.e. the keyword ‘womens shoes’ matches to ‘cheap womens shoes’, ‘womens blue shoes’ or ‘ladies shoes’).

The budget column shows your campaign's daily budget. If the campaign draws from a shared budget, then the amount in this column reflects the entire shared budget.

It also considered as the maximum amount you're willing to spend on your ad sets or campaigns, on average each day or over the lifetime of your scheduled ad sets or campaigns.

Business blogging is just like regular blogging, but with an extra element of marketing strategy! By creating content on a specific field/topic, marketers can increase traffic to their website, then convert that traffic into leads.
By creating more and more blog posts on a given topic/field, your company can become a thought leader, which will drive even more traffic to your site.
In business blogging, the post should be keyword optimized and include some sort of call-to-action (See Call-to-Action).
A call-to-action at the end of a post will provide you useful information that will help you transform traffic into leads, and will provide a metric that can measure how effective the blog is at converting traffic.

Information about a business that is listed on websites and platforms such as Yelp, Google My Business, Facebook, LinkedIn, and other similar sites.

Facebook Business Manager is a software that helps organizations manage their Pages, ad accounts, and team members. It helps marketers to manage multiple pages and ad accounts in one central location. It serves as a hub to connect a business’s advertising, finances, users, and Pages and allow for easy administration. It also ensures that company data and account access is legally and practically under control of the company instead of an individual user.

is an idealistic representation of what kind of customer your business is looking for. This representation is usually created from market research and data about your current customers. Accurately determining your buyer personas will allow your business to allocate resources accordingly and appropriately.

the process a lead goes through in order to go from awareness to decision. A new lead has to pass through three stages—Awareness, Consideration, and Decision—in order to be ready to be sold.

Individuals are less likely to offer help to a victim when there are other people present. The more other people are around, the less likely we are to help a victim.

BTL is directed to reach a small, targeted audience. BTL includes marketing activities such as brochures, direct mail, flyers, sponsorships and email campaigns. Activities are more focused and they are directed towards specific groups of customers. They are highly targeted, with advertisements being created keeping in mind the demographic and psychographic characteristics of particular customer segments. The communication is highly personalized and the objective is to gain conversions.

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.

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

the ‘behind the scenes’ part of a website that makes it run and is typically not visible to the user interacting with the website.

Disproving evidence sometimes has the unwarranted effect of confirming our beliefs.