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Common Online Marketing Terms

Common Online Marketing Terms for Clients : An Introduction

This is a list of very basic vocabulary for clients. We worked to keep it high level, and simple to help anyone working with an online marketer to become familiar with the most frequently used terminology.

This list can be a bit overwhelming, at first, but can be a helpful reference or worth a quick review so that you can more easily follow conversations about your online marketing.

Pay Per Click (PPC) Terms

Impression Share - How often your ad is seen vs. how often it could have been seen with your current keywords.

Click through Rate (CTR) - The percentage showing how often your ad is clicked vs. how often it is seen.

Conversion Rate (CR) - The percentage showing how often a PPC visitor to your site took the desired action.

Conversion Tracking - You place a pixel (bit of code) on a page that a pay per click visitor will only see after they have completed an action such as signing up for a newsletter or making a purchase. This allows AdWords to show clicks that have become a purchase or signup.

Quality Score - How relevant Google feels your landing page is for a given keyword. Higher is better and it affects how much you have to bid for a rank.

Cost per Action (CPA) - How much each action or goal cost you on average.

Cost per Click (CPC) - How much you paid per click.

Cost per Impression (CPM) - Cost per thousand impressions. This is used in display advertising only.

Search Engine Optimization (SEO) Terms

Search Engine Results Page (SERP) - The search results page on a search engine.

Other Common Terms

Data Management (DM) - A general term used to refer to how you are managing the data you have collected from your own site visitors. Typically used in reference to email campaigns.

Key Performance Indicator (KPI) - Metrics you choose that measure how your efforts are going. For example a KPI may be how much you spent vs. how many people went to your site.

eCPM - How much profit are you receiving per 1,000 views of your ad or website. Used by internet advertisers for email and display advertising.

Display - This is a type of advertising which involves buying or bidding to have your advertisement show up on another website. Not all display advertising is an image, they can be text too.

3rd Party / Affiliate Traffic - Traffic you receive from paid advertising on other sites. This term is not used in reference to Google or Bing traffic.

Retargeting - Using a cookie so that internet users who have been to your site will see your advertisements again. (Google uses the term 'remarketing' for a very similar action. While there is actually a bit more to it than this, as a beginner you can think of them as basically the same thing.)

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