Digital Glossary

"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.

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.

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.

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.

“All changes” shows the number of changes made to your campaigns or ad groups during your selected date range.

Changes are shown after 10 a.m. PST the day following the change. Changes before May 19, 2014 aren’t shown.

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.

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

Total shares of content, organic tagged mentions, branded hashtag use, user-generated content.

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.

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.

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

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.

Allows you to include a link to your app on Google Play and the Apple App Store. The headline of the ad will continue to link through to your website.

This type of campaign encourages people to install your app.

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

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.

Cumulative social reactions (likes, comments, story replies) that originate on owned content.

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.