Digital Marketing & E-commerce Glossary

Vocabulary flashcards mapping each key term to its definition based on the video notes.

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 content 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.

Abandoned cart email

A follow-up email sent to customers who added an item to their cart but didn’t complete the purchase.

Accessibility

Considering the needs of people with disabilities when products, services, and facilities are built or modified.

Acquisition email

An email sent to acquire new customers.

Ad auction

A process that determines the best ad to show to a person at a given point in time.

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.

Ad spend

How much a company spends directly on advertisements.

Agency

An outside partner that fulfills a company’s digital marketing and advertising needs.

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.

Applause rate

The number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to the total number of followers.

Area chart

Represents data in the same way as a line chart, but with the space under the line filled in to form a visual area.

Artificial intelligence (AI)

A field developing intelligent machines and software that simulate human thought or work.

Attribution

Assigns credit for conversions from ads, last clicks, or other touch points along a user’s path to conversion.

Attribution project

Organization for macro and micro conversions in Google Analytics.

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.

Autonomous marketing

Uses real-time analytics to automate marketing activities.

Average daily budget

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

Average order value (AOV)

The sum of individual order amounts divided by the number of orders.

Average session duration

Reported in seconds, a calculation that divides the total duration of all sessions by the number of sessions.

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.

Behavioral data

Information about the actions a customer takes—or doesn’t take—when shopping on a website.

Best sellers report

A Google Merchant Center report that shows the most popular brands and products used in Shopping ads and free listings.

Bid

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

Bid modification

Bidding a percentage more or less than a starting bid.

Bidding strategy

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

Big data

A field in analytics that systematically mines and extracts information from very large datasets for insights.

BigQuery

Google’s cloud-based data warehouse solution.

Blog

A discussion or informational website published on the internet consisting of discrete, often informal diary-style text entries.

Blogging

Self-published writing that lives online.

BOPIS

An acronym for “buy online, pick up in store.”

Bounce rate

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

Brand

How a business or organization is perceived by the public.

Branding

To promote a product or service by identifying it with a particular brand.

Brand advocacy

Measures the number of customers who promote a brand through word-of-mouth marketing.

Brand awareness

How familiar people are with a particular business or product.

Brand awareness metrics

Metrics that measure the attention a brand received across all social media platforms during a reporting period.

Brand equity

The value consumers attribute to one brand’s offerings when comparing with similar products from another brand.

Brand evangelists

Customers who are so passionate about a product or service that they promote it to others.

Brand identity

The combination of elements that inform how people perceive a brand.

Brand position statement

Outlines exactly what a company does and for whom, and what makes it different from competitors.

Brand safety

Keeping a brand's reputation safe when they advertise online.

Brand voice

The distinct personality a brand takes on in its communications.

Brand voice guidelines

Describes the way a brand should be presented in writing.

Branded content

Any post that features a third-party product, brand, or sponsor.

Breadcrumbs

A row of internal links that allows visitors to navigate back to a previous section or the homepage.

Brick-and-mortar

A traditional retail store with a specific location where customers can shop.

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.

Bucket testing

Refer to A/B testing.

Budget spend

How much is allocated to or spent on a campaign.

Business goal

A desired aim, achievement, or outcome for a business.

Business-to-business (B2B)

Refers to when businesses sell products or services to other businesses.

Business-to-consumer (B2C)

Refers to when businesses sell products or services to consumers.

Call to action

An instruction that tells the customer what to do next.

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.

Cart abandonment

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

Cart abandonment rate

The percentage of customers who add a product to their shopping cart and leave the site without completing their purchase.

Cell

A position in a spreadsheet with a column and row designation.

Change management

Methods, practices, approaches, and processes to ensure changes are implemented smoothly.

Chatbot

A programmed system that responds to common customer questions.

Chronological feed

A social media stream that displays the latest published content first.

Click

An interaction with an ad and online user.

Click-and-mortar

A type of retail store that sells online as well as in a brick-and-mortar store.

Click-to-open rate

The percentage of email recipients who clicked on links in an email.

Closed captions

Subtitles that are overlaid on video and can be turned on and off by users.

Color contrast ratios

Measures the luminescence of a lighter color against a darker color.

CSV (Comma-separated values)

A file format in which a comma is placed between each data value.

Competition

The other sellers that exist already in the market.

Complaint rate

The percentage of complaints recipients send to mailbox providers about receiving an email.

Confidence interval

The range of possible values after accounting for margin of error.

Confidence level

How likely an experiment’s range of results would contain all results if the test ran longer.

Consideration stage

The second stage of the marketing funnel, when a marketer provides customer with more detailed information.

Consumer-to-business (C2B)

Individuals selling products or services to businesses.

Consumer-to-consumer (C2C)

Individuals selling products or services to other consumers.

Contact page

A webpage that provides information for visitors to contact the organization.

Content buckets

Categories to group marketing content.

Content marketing

A strategy focusing on creating and distributing valuable content to a specific audience.

Continuous metrics

Metrics that are measured and change over time.

Conversion

The completion of an activity that contributes to the success of a business.

Conversion paths

A Google Analytics feature to view touchpoints before and during conversion.

Conversion rate

The percentage of users or visitors who completed a desired action.

Conversion rate optimization

The process of increasing the percentage of users who complete a desired action.

Conversion stage

The third stage of the marketing funnel, when a marketer capitalizes on interest.

Cookie

A small file stored on devices that tracks user behavior and analyzes traffic.

Copy

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

Cost per acquisition (CPA)

The average cost of acquiring a potential customer.

Cost per action (CPA)

The amount a marketer pays when someone completes a desired action.

Cost per click (CPC)

The amount a marketer pays when someone clicks on their ad.

Cost per thousand impressions (CPM)

The amount a marketer pays for every 1,000 impressions an ad receives.

Cost per view (CPV)

The amount a marketer pays when a viewer watches a video ad for a minimum amount of time.

Crawlers

Automated software that crawls pages from the web and indexes them.

Crawling

The process of finding new or updated webpages.

Creatives

Any content that can be promoted in a campaign, such as text, images, GIFs, or videos.

Cross-channel attribution

A model that attributes a percentage of a conversion to all advertising channels with touchpoints.