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Digital Marketing Vocabulary
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Digital Marketing Vocabulary
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1. The life stages of a business: start-up - growth - maturity - decline

2. The number of times a web page or set of web pages are viewed during a given time period.

3. Observe. Orient. Decide. Act. A teaching tool originating from military training that promotes the use of a constant cycle of learning; in digital marketing - used to instill the use of hypothesizing - experimentation - data capture and measurement - and then re-stating a new revised hypothesis based on information gathered in previous experiments.

4. Incremental sales

5. Cpc bid x quality score

6. Demand side platform; ad buying technology that interfaces with exchanges for ad buyers

7. The customer acquisition process from awareness to purchase; 5 stages include awareness - interest - consideration - preference - purchase.

8. The total exposure (measured in web users or "eyeballs") of an advertisement or piece of content.

9. Conversion pixel

10. An email generated when a known user performs a certain action - such as completing a video - on a website - and the owner of the website then contacts the known user regarding that video as a follow up to the user's behavior.

11. View through rate (vtr)

12. This is the target max cpc bid you want to keep you cpc bid to in order to run a profitable campaign. It is usually defined as half the expected value for each new lead.

13. They help you tell one traffic source from another - and how google analytics shows this traffic. You use these codes to identify the traffic that comes to your site from your campaigns - and what the traffic does on your site.

14. Web server that stores advertising content and then distributes it to digital platforms; it's considered the accounting system that decides what ads get delivered when - to whom - how often - and where on the internet

15. How recently a potential customer touched your ad or purchased

16. Reach

17. Business to business; a way to describe a company's business model where that company's customers are businesses

18. Add a plus in front of any word in the keyword phrases to indicate it must be included in the search. this is more restrictive than the broad match type.

19. Ad network

20. User flow

21. An established level of normalcy; in digital marketing - for example - the normal or regular number of unique visitors per day to a website.

22. Your google quality score is a number google gives your ad based on several factors: the ctr - the landing page - historical performance - ad relevancy - and keyword relevancy.

23. Video completion rate (vcr)

24. Cost per lead (cpl)

25. A set of actions that form a cohesive response to a challenge. Per richard rumelt in good strategy - bad strategy - the kernel of a strategy contains a diagnosis - a guiding policy - and a coherent action.

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