Digital Marketing & E-commerce Terms

Flashcards for Digital Marketing and E-commerce terms and definitions

404 page

A URL that tells the visitor that the webpage does not exist

A/B testing

A method of testing where two versions of a webpage with a single differing variable are compared to determine which yields better results

Abandoned cart

When a potential customer adds an item to their cart, but doesn’t complete the purchase

Ad auction

A process that determines which ads will appear for a specific search and in which order those ads will show on the page

Ad extension

A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address

Ad formats

Elements such as text, videos, images, digital content ads, and more that make up a Google Ad

Ad group

A group of ads that is organized by a group of keywords

Alt text

A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

Anchor text

The visible text in a hyperlink

Automated bidding strategy

A Google Ads feature that automatically sets a bid for an ad based on an ad’s likelihood to result in a click or conversion that helps achieve a specific goal

Average daily budget

The average amount set for each ad campaign on a per-day basis

Awareness stage

The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service

Backlink

A link that points to a website from another site

Bid

The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business

Bidding strategy

Tells an advertiser how much to pay for each user action related to an ad

Bounce rate

The percentage of website visitors who view one page and then leave the site

Breadcrumbs

A row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the homepage

Broad match

A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword

Broken link

A link that leads to a webpage that no longer exists

Campaign

A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online

Click

An interaction with an ad and online user

Consideration stage

The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service

Content marketing

A marketing technique that focuses on creating and distributing valuable content

Conversion rate

The percentage of users or website visitors who take a desired action

Conversion stage

The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown

Copy

Any written material that encourages a customer to buy a product or service

Crawlers

Automated software that crawls (fetches) pages from the web and indexes them

Crawling

The process of finding new or updated webpages

Customer persona barrier

What is preventing the customer from achieve their goal

Customer persona goal

What the customer wants to achieve

Customer persona

Represents a group of similar people in a desirable audience

Demographics

Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location

Digital advertising

Communication made by a company to promote its brand, product, or service using various platforms and online channels

Display ad

A visual ad format placed on websites or applications

Domain

The core part of a website’s URL, or internet address

Email marketing

Sending messages to a list of existing subscribers to share information, drive sales, or create community

Exact match

A keyword match type in Google Ads that shows ads when someone searches for a term that has the same meaning or same intent as a keyword

External link

A link on a website that leads to content on other sites

Featured snippet

A special box that displays information about a search in the results page

Google Ads

An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users

Google Business Profile

A tool that allows local businesses to tailor how their information appears on Google Search and Google Maps

Google Display Network

A group of websites, videos, and apps where display ads can appear

Google knowledge panels

Information boxes that appear on Google when someone searches for people, places, organizations, or things that are available in Google’s knowledge database

Google Search Console

A tool that helps users better understand how a website is performing on Google Search

Googlebot

The generic name of Google's crawler

HTTPS

An internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site

Impression

When a piece of content is displayed to a target audience

Indexing

The process of Google saving and organizing website information to display in the search engine

Influencer marketing

Involves a brand collaborating with an online influencer to market one of its products or services

Internal link

A link on a website that points to other pages on the site

Keyword

A search term that people use to find information, products, or services online

Keyword research

The process of finding terms and phrases that people use in search engines

Keyword stuffing

The practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in the search results

Landing page

The first page a visitor encounters when they go to a website

Loyalty stage

The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates

Manual action

Google’s way to demote or remove webpages that are not compliant with its webmaster quality guidelines

Meta description

Text that provides the search engines a summary of what the page is about

Mobile-friendly webpage

A webpage that is designed to load quickly and render well on a phone screen

Negative keywords

Search terms excluded from an ad campaign

Optimization score

An estimate of how well a Google Ads account is set to perform

Organic results

Search results not paid for by advertisers

Organic search

Unpaid results a search engine produces when a search is performed

Paid results

Search results that advertisers pay to show whenever a user runs a search containing certain keywords

Pay-per-click (PPC)

A type of advertising that allows the advertiser to pay only when someone clicks on an ad link

Phrase match

A keyword match type in Google Ads that shows ads when someone searches for a term that includes the meaning of a keyword

Query

The words typed into a Google Search bar

Rank

A webpage’s position in the search engine results pages (SERPs), which is determined by an algorithm

Remarketing ad

An advertisement delivered to previous purchasers, subscribers, or visitors to a brand’s website or social media

Responsive display ad

A Display ad that automatically adjusts its size, appearance, and format to fit available ad spaces

Rich results

Enhanced results in Google Search with extra visual or interactive features

Schema

The type of code used for structured data markups

Search algorithm

An automated process that helps locate information to answer a user’s query

Search engine

Software that provides information on a search query

Search engine marketing (SEM)

Increasing a website’s visibility on a search engine results page through paid advertising

Search engine optimization (SEO)

The process of improving a website to increase its visibility in a search engine

Search engine results pages (SERPs)

The results pages that appear when someone performs a search query

Sitemap

A file that provides information about the pages, videos, and other files on a site, and the relationships between them

Smart bidding

Automated bidding strategies that use machine learning to optimize for conversions or conversion value with each auction

Social media marketing

The process of creating content for different social media platforms in order to drive engagement and promote a business or product

Social share

When a customer shares a product or service with their social media followers

Strategy

A plan to achieve a marketing goal

Structured data

Code used to describe a webpage’s content better to search engines

Subdomain

The subset of a larger domain used to organize an existing website into a different page URL

Subpage

A lower-level page that appears below the homepage of a website

Tactic

An action a marketer takes to make a marketing goal happen

Targeted location

The towns, cities, or countries in which an ad will appear

Traditional advertising

Non-digital ad placements, like newspapers, radio, TV, or billboards

Unique selling proposition (USP)

An explanation of why a product or service is better than the competition

URL

The address of a webpage or file on the internet

Visitors

The total number of times people have been to a website or app as a result of clicking an ad

Webinar

A presentation, typically educational, that is provided online

Webpage title element

Text that provides both the users and search engines with a page’s topic