Digital Glossary

This type of campaign encourages people to install your app.

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.

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.

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.

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

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

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.

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 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.

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.

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

how many external links your page has compared to your main conversion goal.

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.

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

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.

are the minimum scores that an advertiser's ad must meet in order to be eligible to appear in a particular auction or ad placement. The Ad Rank threshold is a way for Google to ensure that only high-quality ads that are relevant to the user are shown in the top positions. The higher the Ad Rank threshold, the more competitive the auction and the more difficult it will be for an ad to appear in the top positions. There are no well-define factors that determine the ad-rank thersholds, but here are some factors you may consider (Ad relevance - Landing page experience - Historical performance of the ad and the advertiser - Ad format and targeting - Quality of the ad - Relevance of the ad to the search query - The context of the person's search - The person's search history - The device the person is using - The location and time of the search - The expected impact of assets (formerly extensions) and other ad formats - The competition - The relevance of the ad to the search query - Other relevance and performance factors)

The value amount of money (typically revenue) that customers spend per visit.

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.

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

Average cost-per-view (avg. CPV) is the average amount you paid each time someone viewed your video ad. It equals the total cost of all views divided by the total number of views. This differs from maximum CPV, which is the most you're willing to pay for an ad view.

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.

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.

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.

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

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.