11 Must-Know Digital Marketing Terms

Have you ever listened to a conversation between two digital strategists? With all the jargon tossed around, chances are you may have felt out of the loop. Well, here's your cheat sheet for the next time that happens.

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Industry Terms and Explanations

Every industry has its own lingo and the digital marketing world is no exception. We understand that it can be difficult to keep up—especially if you’re not immersed in all things digital all the time. We have generated a list of common terms that you need to know to keep up in the digital marketing industry. 


1. SERP [Search Engine Results Page]

The search engine result page (SERP) is the list of websites generated by Google when a user enters a search query. The search engine results populate in groupings of ten per page. The order of the search results is determined by the relevancy of the content on each website. For instance, if you search “ice cream fort wayne indiana,” search results will show the most relevant content first. This is why Search Engine Optimization (SEO) is crucial.

2. Search Engine Optimization [SEO] 

Speaking of SEO, what is it? In short, search engine optimization, or SEO, is the process of using specific tactics to increase organic traffic to a website. Even simpler, SEO means you are trying to make your website the best it can be so that more people can find you. This often involves writing custom meta titles and descriptions for each page, optimizing photos, and building keyword-saturated content to stand out in search results.


3. A/B Testing

This common research tactic works beyond the science lab and is often used to compare two versions of a website, advertisement, landing page, or social media post to determine which one performs better. This research involves control and a variation of the control. The test can compare changes as small as different colored heading tags or as big as an entire redesign.


4. User Experience [UX]

User Experience is the process of putting yourself in the user’s shoes to determine how a website or app should look and function. This includes, but is not limited to, the user’s discovery of the product, initial interactions, potential purchase, and satisfaction of purchase.


5. CTA [Call-to-Action]

A call-to-action can take on many forms including buttons, links, and even images. Ultimately, the user is prompted to take action. CTAs often persuade users to “click here, read more, download now, or contact us.” Additionally, these strategically placed CTAs are often used for lead generation campaigns. Not sure what a lead generation campaign is? Check out #9!


6. Click-Through Rate [CTR] 

Click-Through Rate is commonly used to assess the success of different campaigns for advertising and email by measuring the number of clicks an ad or button receives that leads a user to the website. You can calculate a CTR by dividing the number of clicks received by the number of opportunities to click.


7. Keywords 

Keywords are essential for successful organic SEO. As search engine spiders crawl your site, they search for relevant content that can be indexed. Within that content, the search engine algorithm identifies keywords—specific words and phrases with a significant search volume. Check out this blog for some tips on using keywords for successful SEO.


8. Search Engine Marketing [SEM]  

Search Engine Marketing refers to paid search activities for marketing efforts such as PPC or display ads. This is similar to SEO, but instead of increasing organic traffic you are increasing paid traffic.


9. Pay Per Click [PPC]

Pay Per Click ads, or PPC ads, are one type of search engine marketing. According to WordStream, PPC is a type of SEM in which an advertiser pays a fee each time an ad is clicked by a user. This charge is repeatable, so if one person clicks on the ad four times that counts as four separate charges. Some benefits of a PPC campaign include fast results, easily trackable success, and a budget-friendly ad campaign.


10. Lead Generation Campaign

A lead generation campaign is a strategic process that begins by offering a valuable piece of content that is meant to interest a specific group of people. In exchange for the content, the user must provide their email address. The user is entered into an email workflow and receives targeted emails that help nurture leads. 

For example, you sign up for a free trial. Then, you receive a series of emails with more information about the service and why you should sign up. The goal is to provide more detailed information with each interaction to draw the lead closer to becoming a customer.


11. KPI [Key Performance Indicator]  

The beginning of any successful campaign begins by establishing goals. In the digital marketing world, these goals are referred to as Key Performance Indicators or KPI’s. KPI’s should be measurable and attainable values that prove the success of a digital marketing campaign.


Interested in how some of the terms listed above could help you and your business? Call Reusser Design today to see how we can help!