Digital Marketing Glossary

Get our digital marketing definitions of the most popular digital marketing terms.

404 Not Found Error

What Is A 404, Not Found Error? Normally, when a user or Googlebot try to connect a website page that does not exist, the not found errors (404) will display in your browser. Common Reasons Why Errors (404) Occurred Delete or renamed a website without redirecting the old URL to a new page. Spelling mistakes in a […]

Above the Fold

What Does “Above the Fold” Mean? Above the fold is an expression used to represent the portion of a webpage that a visitor will see immediately upon loading. The area that you see before needing to scroll down to see is considered above the fold. The “fold” can vary based on screen size/resolution and device type. It […]

Ad Extensions

Ad Extensions, What Are They And How To Use Them? Ad extensions can have a major impact on your business if you have a Google AdWords account. They add extra content to AdWords ads. The extra material provides users with more information to make better decisions and subsequently will eliminate untargeted traffic; increasing conversion rates […]

Ad Groups

What is Ad Group? An Ad group includes all ads that are focused on a set of keywords in an ad campaign. It is an essential part of PPC marketing. You can organize your ads with the same theme such as the type of products or services by creating the Ad groups for them. This […]

Ad Rank - Marketing Terms

What is Ad Rank? Ad Rank determines the position of a pay-per-click add in relation to other ads on a search engine results page. Search Engines want to provide relevant ads to match what users are seeking and therefore, look for certain factors. How is Ad Rank Calculated? The following factors are used to calculate […]

Amplification Rate

Before we Start There are three important numbers to effectively measure your social media campaigns and reach your business objectives; Amplification rate, Conversation rate, and Applause rate. Social media is a significant tool we use in each of the marketing stages. We use it to create awareness, let people know our brand exists. We use it to […]

Anchor Text

What is Anchor Text Mean? Anchor text is the text portion associated with a hyperlink on a web page. For example, the words Digital Shift can be used as a link to and be clickable. Anchor Text Example Hyperlinks can be coded or done by simply creating a link using software or content management […]


What is API? API (Application Programming Interface) is the powerful way programmers and certain applications communicate. APIs consist of protocols, routines multiple assets to assist in building software applications. Furthermore, they are designed to tell how programs communicate and send data.  In essence, the interface allows two applications to find and interact with each other. […]

Applause Rate

What is Applause Rate? The Applause Rate measures the average favourites or likes your posts receive on social media. The Applause rate is easy to observe in many situations, but it is difficult to indicate where growth sprouts occur due to the averaging or what may have caused them. Let's see how do we measure […]

Audience Reports

What are the Audience Reports in Google Analytics? The Audience Reports in Google Analytics provides information about the characteristics of your users. It also provides information on user behavior over multiple visits to your site.  The goals of this function are to provide insight into the following areas: Characteristics of users What devices users use […]

Average Session Duration

What is Average Session Duration? Average session duration is a measurement of the average amount of time a user spends on a session. A 'session' is the length of time where a user is actively engaged with a website. If there is a high bounce rate for a particular website, it is likely to have […]


What is a Backlink? A backlink, which is also referred to as an inbound link, an external link, or just a link, is essentially a reference, or citation, from one page to another. When clicked, a backlink connects the user from their current page to another web resource, which may be another relevant web page, […]

Banner Ad

What is a Banner Ad? A banner ad is a particular form of advertising on the Internet. It is usually a medium-sized display ad with some text written in the advertisement. These advertisements are embedded in a web page, and their main intention is to direct traffic to the advertiser's web page once a visitor clicks […]

Behavioural Targeting

What Is Behavioural Targeting? Behavioural targeting is a technique used by online marketers and advertisers to increase the effectiveness of their campaigns. Behavioural targeting uses information collected from the target customers web browser behavior to customize the types of advertisements they receive. Behavioural targeting can be divided into onsite behavioural targeting or network behavioural targeting […]

Below the Fold

What Does "Below the Fold" Mean? Below the fold is an expression used to represent the portion of a webpage that the user cannot see on his, or her, screen upon loading. The area that you scroll down to see is considered below the fold. The "fold" can vary based on screen/resolution and devices so it is […]

Bid Strategy

What is a Bid Strategy for Google AdWords? Bid Strategies are tailored campaigns designed in Google Ad Words to help you accomplish certain goals. Depending on what your target audience is, you can focus on getting higher click rates, impressions, or conversions. Bid Strategies Based on Goals If you want to generate more traffic to […]

Black Hat SEO

What is Black Hat SEO? In Search Engine Optimization terminology, Black Hat SEO refers to the use of aggressive search engine optimization techniques and tactics that usually only focus on search engines and not a human audience. Furthermore, Black Hat SEO usually does not obey Search engine guidelines. Essentially, Black Hat SEO is the practice […]


Blogs, What are they? A blog is an online source of information such as news, a diary or a journal that is updated frequently or periodically following a consistent schedule. A blog is a tool that is used to express and share information with the purpose of educating your online audience. You can consider a blog […]

Bottom Of The Funnel (BOFU)

What is BOFU? BOFU (Bottom Of The Funnel) is the bottom portion of the inbound marketing sales funnel. You have already, at this point, created awareness with TOFU content and continued to retarget and engage that audience with MOFU content. BOFU is the crucial final part of the funnel as you are looking to increase sales […]

Bounce Rate

What is Bounce Rate? Bounce Rate is a percentage that shows how many visitors click on a single website page and leave without clicking any other elements on this page or visiting other pages of the website. Bounce Rate is usually used in digital marketing and web traffic analysis. It is an indicator that can […]

Bucket Brigades

What Exactly Are Bucket Brigades? Simply put, bucket brigades are words or phrases that add value to your content and attract more people to it. Wait! We can explain further! Here, the phrase “Wait! We can explain further!” acts as a Bucket Brigade. The idea behind using “Bucket Brigades” in content marketing is to keep your […]

Business to Consumer (B2C)

What is B2C? Business-to-Consumer (B2C) is a transaction where businesses sell a product or service to consumers. This can range from buying clothes at the mall, eating dinner at a restaurant, to purchasing a movie online. Recently, there has been more of a shift to online purchases, where retailers sell their products over the internet. […]

Call to Action (CTA)

What is a Call to Action (CTA)? Are you wondering what a CTA is? Have you ever signed up for an online subscription, downloaded a program, or made an online purchase? You may have already seen a CTA without realizing it. A call to action — or CTA — is a kind of instruction to […]


What is a Campaign in digital marketing? In Google Adwords, you can create different campaigns under your Google AdWords account.  A campaign is a set of Ad groups (a set of keywords, ads, and bids), and you can create different Ad groups for each campaign. Every Ad group under the same campaign share the same […]

Campaign Tags

What Are Campaign Tags? Campaign tags allows Google Analytics to identify where a user came from. It gives businesses more information on how effective their marketing methods are. There are five campaign tags overall, and at least three are normally used. By using source and medium tags, it overwrites the default data that Google Analytics […]

Campaign Type

What is Campaign Type? Campaign Type is a setting when creating a campaign. The Campaign Type determines where your ads will be watched by audiences. Campaign Type includes: Search Network with Display Select Search Network only Display Network only Shopping Video Campaign Subtype There are three Campaign subtypes: Standard, All features, and Marketing objectives. The Campaign subtype determines […]


What is Can-Spam? An act passed in 2003 to control and prevent the sending of unsolicited emails promoting any product or service. Can-Spam stands for Controlling the Assault of Non-Solicited Pornography And Marketing and is enforced by the FTC (Federal Trade Commission). Can-Spam is actually a law to help curb the sending of commercial email and messages […]


What is CASL? CASL or Canada's Anti-Spam Legislation is one of the world's toughest forms of legislation when it comes to spam. CASL applies to absolutely all electronic messages (email, texts, messages) sent out by businesses in the sense of "commercial activity."  The main component of CASL is that it requires all businesses to gain […]

Churn Rate

What is Churn Rate? Churn Rate is the number of customers that have left your service or business over a given period. The customers have essentially had 'churned' down your business. Churn Rate can be calculated in regards to a number of customers lost, percentage of customers lost, the value of recurring business lost, and […]

Citation Flow

What is Citation Flow? According to Majestic SEO, Trust Flow is a number predicting how trustworthy a webpage, such as a location or a geo page, is based on how trustworthy sites tend to link. There is a difference between citation flow and trust flow, but the two ranking factors work together. All links are not all created […]

Click Through Rate (CTR)

What Is Click Through Rate (CTR)? Click Through Rate is a metric that measures how many people click on your ads. CTR is a valuable tool that can gauge how well your ads and keywords are performing. (Total Clicks on Ad) / (Total Impressions = Click Through Rate A high click-through rate is important to […]

Content Syndication

What is Content Syndication? Content syndication is a distribution tactic in digital marketing that involves republishing an exact copy of original content to other third-party websites. What Type of Content Can Be Syndicated Online? Blogs posts are by far the most popular type of content that is syndicated, but other forms of content including infographics, […]

Contextual Link

What is a Contextual Link? A Contextual Link is a piece of clickable text (usually a keyword) located in the body of a paragraph that contains similar ideas or context. These links can be natural or artificial. If they are natural, it means they link to another website voluntarily. If they are artificial, it means […]

Conversion Rate

What is Conversion Rate? A Conversion Rate is the percentage of people who take the desired action. In terms of online website application, the conversion rate could be the number of people who visit your website and actually purchase a product or service. Other forms of conversion could include software downloads, registration, or newsletter subscriptions. […]

Conversion Rate Optimization (CRO)

What is Conversion Rate Optimization (CRO)? CRO or Conversion Rate Optimization is a systematic and structured approach to improving the performance of your website. The approach consists of a system used to increase the number of website visitors that become customers. By using insights such as user feedback and analytics, CRO will keep you on […]

Converted Clicks and Adwords Conversion Tracking

What are Converted Clicks? When using Google Ads, there are two main ways to measure conversion: converted clicks and conversions. Conversions are the total number of conversion actions or total sales plus unique leads. Converted clicks are the number of clicks that lead to one or more conversions. This metric is useful when you are interested in […]


What Are Cookies? Cookies, which are also called HTTP cookies, internet cookies, or browser cookies, are files stored on your computer designed to hold a small, specific amount of data about a particular website or client. The primary purpose of a cookie is to identify the user so his or her web experience can be […]


What is Copy? In marketing, online advertising, and similar fields, copy refers to the output of copywriters. A Copywriter is an employee focused on writing material which encourages consumers to buy products and services. In short, the term copy refers to the text that is created as part of a promotion, advertisement, or social media […]

Core Analysis Technique: Segmentation

What Is Segmentation? Segmentation is one of the two core analysis techniques that allow you to isolate and analyze the substances of your data. By segmenting your data, it is easier to identify concerns and problems and helps you to understand what is causing fluctuations in your aggregated data. A business could segment their data […]

Cost Per Acquisition

What is Cost Per Acquisition? Cost per acquisition (CPA), also known as “cost per action” is the average cost an online marketing advertisement incurs when a specific action has been made. These actions include clicks, sales, downloads, and form submissions. This digital marketing metric is the ratio between the total cost of the campaign divided […]

Cost Per Click (CPC)

CPC or Cost Per Click is the most common bid type. It simply means that you pay when someone clicks on your ad. In most advertising platform including Facebook Ads and Google Adwords, you can set the maximum cost per click. For instance, if you set your Google Adwords CPC to a maximum of $3 you […]

Cost per Page Like

What does Cost per Page Like mean? Cost per Page Like is the average advertising cost received for each "like" received on a social media page as a result of interacting with an ad. This metric tells you how much you spend to receive a like on pages you are tracking on social media platform […]

Cost per Website Conversion

What does Cost per Website Conversion mean? Cost per Website Conversion is the average cost of conversions in the form of visitors performing a form of conversation on a website as a result of clicking on an ad. This metric tells you how much money you are spending per conversion achieved from specific ads or entire campaigns. […]

Cost-per-Lead (CPL)

What is a Cost Per Lead (CPL)? Cost Per Lead is an online advertising pricing model where advertisers pay for an explicit action from their target customer. This action could be anything from signing up, to providing an email address. The Cost Per Lead formula is as follows Cost per Lead = Cost of Generating […]


What Does CPM Mean? Digital Marketing Terms Explained What is CPM (Cost-per-Thousand)? CPM measures the cost of an advertisement per 1,000 online advertising impressions. An impression is when the ad is displayed on a web page. The CPM model is usually used as a metric in advertising bidding systems for internet marketing. These systems use […]


What is Crawling? Crawling is tracking and gathering URLs to prepare for indexing. By giving them a webpage as a starting point, they will trace all the valid links on those pages. As they go from link to link, they bring back data about those web pages back to Google's servers. Therefore, it is crucial […]

Custom Dimensions

What is Custom Dimensions in Google Analytics? Custom dimensions allow you to create an additional dept of customized tracking that Google Analytics doesn't automatically track for you. Think of it as adding a custom "dimension" where you can create a space to collect and analyze your custom data within Google Analytics. For example, you can create a […]

Customer Acquisition Cost (CAC)

Customer Acquisition Cost What is Customer Acquisition Cost (CAC)? Customer Acquisition Cost (CAC) is the total cost associated with convincing a customer to buy a product/service. It is the total cost to acquire a customer. How to Determine Customer Acquisition Cost? To calculate the customer acquisition cost, CAC, you take your entire cost of sales and marketing over a […]

Customer Attrition

What is Customer Attrition? Customer attrition is the loss of clients or customers. It is commonly presented as a percentage over a period of time. This metric is very important when measuring a company's performance. Customer attrition is also commonly known as customer turnover, customer churn, or customer defection. Companies will try to identify and […]

Customer Lifetime Value (CLV)

What is CLV? CLV or Customer Lifetime Value is a calculation that is used for business growth and intelligence that informs you of the value of each customer. This value is a critical indicator used to indicate the value of your company. The calculation assists in determining the net profit expected from each customer's lifetime purchase value. […]

Customer Match

What is Customer Match? Customer Match a type of remarketing that will match your list of emails to Google users.  Customer Match is a useful advertising tool and can help you reach your business goals. For example, if you were at a tradeshow collecting email you could upload a CSV file to Google AdWords and create a […]

Customer Personas

What is a Customer Persona? A customer persona is a semi-fictional representation of your ideal customer from your target market based on data from your existing clientele and new market research. When creating your persona, you must consider demographics, behavioral patterns, motivations, and goals of your ideal target customer. Customer Personas are similar to the police wanted […]

Daily Budget

What is Daily Budget? In marketing terms, a daily budget is used in regards to Google AdWords and similar pay-per-click campaigns. This type of budget refers to the average maximum amount of money that will be spent on a given day for a particular campaign. Custom budgets will need to be set for any additional campaigns. […]


What is DeepRank? DeepRank is a deep learning algorithm that is used to rank search results based on relevance. It was developed by Baidu, a Chinese search engine, and is now widely used in various industries. DeepRank uses neural networks to analyze and understand the content of web pages, allowing it to provide more accurate […]

Destination URL Auto-tagging

What is Destination URL Auto-Tagging? Destination URL Auto-agging is a feature that allows you to automatically create custom URLs to help track offline conversions and report on your ad performance using website tracking programs like Google Analytics. In order for Google Analytics to display information about your AdWords keywords and costs, you must either enable […]

Display Impression Share

What is Display Impression Share? Display Impression Share is calculated by dividing the number of impressions received on the Display Network divided by the total estimated number of impressions you were eligible to receive. The higher the impression share the better. Display Impression Share can show you how effective our targeting is on the Google Display […]

Domain Authority

What is Domain Authority? Domain Authority is a score (from 0 to 100) that measures how well a website will rank on a search engine using primarily link data. If a site receives a high score, that means this site is seen as very valuable and trustworthy. The Domain Authority can also be used to compare one […]

Doorway Pages

What are Doorway Pages? Doorway pages are typically pages based on templates with the same basic text, but with location names switched out on each page. Door way pages use duplicate content, add no real value, and only exist for the purposes to rank. After the user lands on the page, they are either encourage […]

Duplicate Content

What is Duplicate Content According to Google? Google's 2015 complete presentation on duplicate content and how Google handles it. According to Google, "duplicate content generally refers to substantive blocks of content within or across domains that either completely match other content or are appreciably similar." Matt Cutts answers a question about duplicate content in 2013. […]

Dynamic Keyword Insertion

What is Dynamic Keyword Insertion in Google AdWords? Dynamic keyword insertion (DKI) allows you to use the keyword your prospect is searching for in your Google Ad Text to be automatically including the headline, body, or URL. In short, DKI allows you to better customize your ad to a searcher's search query. Benefits of using Dynamic […]

Dynamic Product Ads (DPA) on Facebook

What are Facebook Dynamic Product Ads? Facebook Dynamic Product Ads, or DPA, are new dynamic product ads that give you the ability to granularly target people with highly relevant ads at all stages of the sales funnel. These are often most effective in the middle of the funnel when your audience is in the consideration phase. During […]

Dynamic Search Ads (DSA)

What Are Dynamic Search Ads? Traditional text ads are based on direct keywords. Dynamic Search Ads is a type of ad that's created by the contents of your website. That means the system will automatically create an ad for your website even though there are no directly related keywords on your website. Why use Dynamic Search […]

Earnings Per Click

What is Earnings Per Click? Earnings Per Click, or EPC, is a metric used to indicate the average earnings generated as a result of 100 clicks from your ad. EPC is a metric to measure the effectiveness of being able to turn a click into sales. The formula to calculate EPC is: Sales earnings / Number of […]

Expires Headers

What Are Expires Headers? Expires Headers tells the browser how long they should store a file for in the cache. Should the browser grab a file from the cache or request it from the server? The idea of expires headers is to reduce the load time of downloads from the server and reduce the number of […]

Facebook Audience Network

What is the Facebook Audience Network or F.A.N? The Facebook Audience Network is a new way for advertisers to extend their brand campaigns off facebook, into other mobile applications, mobile websites, instant articles, and videos using the same targeting data. Identical targeting, measurement, and delivery steps are taken to ensure each ad on the Audience Network helps […]

Facebook Reach

What is Reach on Facebook? Reach is the number of people your posts have reached, plus any likes, comments, or shares. There are three types of reach on Facebook; Organic, Paid, and Total Reach. Organic is the total number of unique people who were shown your post via unpaid distribution. Paid Reach is just as it […]

Featured Snippets in Search

What Are Featured Snippets in Search? Featured snippets in Search can appear when a user asks a question in Google. Google programmatically detects pages that answer searcher's question. The Featured Snippet will appear in a special block above the organic results but below the ads. The Google featured snippet search block includes a summary of […]

Filter Bubble

What is a Filter Bubble? A Filter Bubble is a personalized search that appears when a user searches in a search engine like Google or Bing. The search engine attempts to guess what the user wants to search based on their past search history, location, past click behaviour and a will tailor the result according […]

Frequency Capping

What is Frequency Capping in Adwords? Frequency capping is putting a limit on the number of times an ad is shown to an individual. This means that users can be shown Ads from this campaign dozens of times per day. Without frequency cap, campaigns can leave users feeling annoyed or irritated. This ultimately has a negative […]

Google Display Network

What is the Google Display Network (GDN)? The Google Display Network is one of Google's main advertising networks (Google Search Network is the other). The Network allows you to connect with customers browsing Google websites like Google Finance, Gmail blogger, YouTube, as well as other partner sites, mobile websites, and applications. The Google Display Network […]

Google Guarantee

What Does Google Guarantee Mean? Google Guarantee means that you have completed Google's background checks as well as the license and insurance verification process. The Google Guarantee program is part of Google Local Services Ads. This program was created because users were gaming Google Local Services Ads while in its early stages. Doe does the Google Guarantee […]

Google Search Network

What is the Google Search Network? The Google Search Network is one of Google's main advertising networks. Companies often utilize the Google Search Network for AdWords campaigns showing different advertisements across the network. The Network consists of search-related websites and applications where your specific advertisement can appear. Examples include Google Partners such as Google Search, […]

Guest Blogging

What is Guest Blogging? Guest blogging is a content marketing strategy that consists of someone writing and publishing a blog post on a third party blog to promote themselves, their business or brand. Websites agree to guest blogging especially when the topic or content ads value to their audience. This is usually achieved by going […]


What is HTML? HTML or Hyper Text Markup Language is a programming language designed to create a website. The language allows these websites to be viewed by anyone connected to the internet. The "hyper" aspect indicates that it is non-linear (you can go to any part of the website whenever you like). The definition of HTML […]


What Is An Impression? Impressions are sometimes called ad views. It is a term that refers to the point in which an ad is viewed or displayed. Impressions are an estimate of the number of people the advertisement is appealing to and may be calculated in different ways such as the number of times the […]


What Are Impressions? Impressions refer to the number of times an ad is viewed by a user or displayed on a web page through Google AdWords or other forms of PPC advertising or the number of times a web page is listed on SERP (search engine results page). Often times Impressions are called an ad view or simply […]

Inbound Links

What are Inbound Links? An Inbound Link is a hyperlink originating from another website directing customers to your site. The term "inbound" is used by the person receiving the link. They are important for Search Engine Optimization (SEO) rankings because Google and other search engines use the number of inbound links as an indicator when […]


What Is Indexing? Indexing is the organization of information that occurs after crawling which allows pages to be seen on search engines. However, your page must be able to be crawled before indexing can occur. Therefore, it is important to have all your website pages available for crawling. When searching at the most basic level, […]

Keyword Cannibalization

What is Keyword Cannibalization? Keyword cannibalization means that you have content on your site that can rank for the same Google search query. This happens for two reason: the topic your content covers is too similar, or content is optimized for the same keyword/key phrase. When two or more pieces of content are optimized for […]

Keyword Density

What is Keyword Density? Keyword Density is the percentage of times a keyword, or key phrase, appears on a page compared to the total number of words. It's calculated by taking the number of times a keyword appears (keyword frequency) on the page divided by the total number of words on that page and presented […]

Keyword Stuffing

What is Keyword Stuffing? Keyword stuffing was a black hat SEO tactic used to intentionally and unnaturally include targeted keywords, typically of products or services, numerous times on a page without adding value, in an effort to manipulate search engines to rank for that target keyword. Keyword stuffing was popular in the '90s, but like […]

Keyword Targeting

What Is Keyword Targeting? Keyword Targeting is the process of selecting certain words or phrases relevant to the product or service on your website and ad copy. Finding the best keywords can help you achieve top ranking in search engine results pages and help your business get in front of your desired audience when it […]


What are Keywords in Digital Marketing? In general, when we talk about keywords in the context of digital marketing, we are talking about SEO Keywords. Keywords are the most fundamental and significant element of Search Engine Optimization.  Users use keywords on search engines when they are looking for something on the internet. That is why it […]

Landing Page

What Is A Landing Page? A landing page is typically defined as the page a visitor "lands" on. Nowadays it is referred to as a standalone web page that is designed for a single purpose: to get new visitors engaged. Landing Pages act as a lure in the sense that they limit options available to […]

Lead Magnet

What is a Lead Magnet? Simply put, a lead magnet is an offer that a prospective customer values enough to exchange his/her contact information for. This transaction usually takes place in the form of providing an email address in exchange for a digital asset, such as a valuable PDF. Lead magnets are commonly targeted at cold audiences […]

Link Insertion

What is Link Insertion? Link insertion is the practice of adding your website's relevant link to the existing content of another website.  The link insertion backlink strategy typically includes outreach to authoritative and topically relevant websites in an effort to improve the reader's experience. The result of link insertion is a backlink from another page […]

Linkedin Insight Tag

What is the Linkedin Insight Tag? The LinkedIn Insight Tag, or Linkedin Pixel, is JavaScript code that enables in-depth campaign reporting and unlocks valuable insights about your visitors. You can use the LinkedIn Insight Tag to track the following: conversions tracking unlock additional insights about interacting retarget website visitor Your Linkedin Insight Tag can be found in your campaign manager under […]

Local Citation for Local SEO

What is a Citation? A citation is a reference to your business on the internet. A local citation can be complete or a partial references to your name, address, phone number, and website (NAP+W) online. The most common type of (structured) citation is a business directory listing. Citations are also commonly referred to as online […]

Lookalike Audience on Facebook

What is a Facebook Lookalike Audience? A Lookalike Audience on Facebook is a new audience that is similar to your existing customer, or seed audience. This seed audience can be based on an uploaded list of existing customers, or even a Facebook pixel. A Lookalike Audience is a very effective way to reach new people who are likely […]

LSI Keywords

What are LSI Keywords? LSI stands for Latent Semantic Indexing and is special SEO terminology for keywords that are semantically related to your primary keyword. More specifically, search engines look for words before and after your keyword that links together giving the keyword meaning. If the words before and after are popular and frequently searched […]

Managed Placement Targeting

What is Managed Placement Targeting? Managed Placement Targeting,  otherwise known as Placement Targeting, is a targeting method used in Google AdWords where you can specifically select particular websites, videos, and apps, apart of the Google Display Network where you want your advertisement to appear. Unlike automatic placements, where your ads are placed on different sites […]

Middle of the Funnel Mean (MOFU)

What is MOFU? MOFU stands for the middle of the funnel and refers the marketing funnel in the content lifecycle. Generally, middle of the funnel content is used to bridge the gap between the top of the funnel and the bottom of the funnel. MOFU helps get customers through the initial phase of interest, to […]

Mobile Ad

What is a Mobile Ad? A mobile ad is an advertisement that appears on a mobile device such as a smartphone, tablet or PDA. Much of mobile advertising is targeted to mobile phones. These ads are often rich with media and are quickly becoming more engaging, often using videos to communicate their message. A mobile […]


What is Navboost? Navboost provides search signals that rely heavily on user clicks. Google's Navboost algorithm is an advanced search ranking algorithm that aims to enhance the user experience by improving the quality of search results related to navigation queries. It focuses on understanding the intent behind these queries and providing highly relevant and accurate […]

Negative Audiences

What are Negative Audiences? Negative Audiences are groups of people that you want to exclude from advertising to on the Google Display Network. Commonly excluded audiences, or negative audiences, include converted visitors or visitors that bought a product on your e-commerce store. Negative audiences can be added to your display network campaign through campaign exclusions. […]

Negative Keywords

What are Negative Keywords? Negative Keywords are keywords that prevent your ads from being displayed when certain words or phrases are searched. It helps you communicate with search engines, telling them to eliminate specific search queries to avoid confusion and misrepresentation. For example, your business provides digital marketing services. You would include negative keywords such […]

No Index - Marketing Terms

What Does No Index Mean? A no index tag tells Google or other search engines not to index a specific page. If a page is not indexed, it will not be found via search. There are some cases where no index tags should be used such as: Email Promotion- some promotion pages are meant to […]

Off-Page SEO

What is Off-Page SEO? Off-Page SEO, or off-site SEO, refers to a website's search engine optimization efforts that are done off-site (not on the website). This includes link building, social media marketing, and bookmarking/sharing among other strategies. These activities increase the number of links to your website, boosting both its popularity and credibility - which are metrics […]

On-Page SEO

What is On-Page SEO? On-page SEO, or on-site SEO,  refers to a website's search engine optimization efforts that are done on the website itself. This includes keyword optimization for content, images, titles, text, and meta descriptions to improve a website's ranking on search engines such as Google and Bing. This is all done to improve your page rank […]

Online Business Directory

What is a Directory? In terms of digital marketing, a directory or more specifically a business directory is an online listing of businesses. The listings provide information about specific businesses such as the name, address, contact information, associations, and the services and products offered. These businesses are usually categorized, by location, activity, or size. It is […]

Organic Reach Measurement

What is the New Organic Reach Measurement on Facebook? The Organic Reach Measurement is the number of people who had any posts from your Page enter their screen from organic reach only. The new measurement is reported similarly to paid posts is that it is easier to distinguish between organic and paid reach. To get […]

Organic Search

What does Organic Search mean? Both organic search results and non-organic (ads) search results are used to optimize listings on search engines. Organic search result listings are generated through a search engines algorithms. These algorithms essentially say what is important and relevant, keeping in mind the intent of the search. Non-organic search results are based […]

Organic Traffic

What is Organic Traffic? The definition of Organic Traffic is the number of visitors that are directly from a search engine's search results. Rankings found naturally, or organically, are ones that are not promoted via advertising, but rather ranked by the search engines on the basis of popularity and relevance. Visitors can click on the organic search […]

Outbound Links

What are Outbound Links? Links that send users to other domains from your site are outbound links. By linking out to domains related to your page you increase quality and trust in your site. In turn, it helps the search engines understand the niche of your site. Outbound links give a clear idea to search engines […]

Page Authority

What is Page Authority? According to Moz, Page Authority is a score that predicts how well a specific page will rank on search engine result pages (SERP). Page Authority scores range from one to 100, with higher scores corresponding to a greater ability to rank. Page Authority is also referred to as PA for short. Using primarily link data we want […]

Page Experience Benchmark

What is the Page Experience Benchmark? A ranking factor that looks at speed, interactivity, stability, SSL, and mobile-friendliness. To test for these factors, webmasters can use the Chrome user experience report. An overview graph of the page experience is also available in Google Search Console. Google Search News July 2020 To learn more, watch the […]

Page Likes On Facebook

What Are Page Likes? Page Likes are the number of times someone "likes" your content on Facebook. Liking something on Facebook is an easy way to let your followers know you enjoy some content without actually leaving a comment or sharing the post on your timeline. You can like any form of content from images […]

Page Post Engagement (PPE)

What is Page Post Engagement (PPE) on Facebook? Page Post Engagement on Facebook is when people perform actions on your promoted posts or page. PPE allows you to extend your Page posts beyond your Page to your ideal prospective customers on Facebook. Page Post Engagement helps you understand your audience. It's no secret, that PPE ads on Facebook allow you […]

Page Views

What are Facebook Page Views? Facebook Page Views help you identify how many people are visiting your page, and what sections specifically they are looking at. When managing your Facebook business page, you can find information about page views under the insights section. The page views sections shows data regarding individuals who visit your Facebook page. […]

Paid Links

What are Paid Links? Paid links are backlinks that are acquired by giving someone "something of great value" that are "dofollow." Simply put, this means that you are giving someone something of value (usually money) to get a link on a site that passes SEO value to yours. This is a big no-no in the […]

Paid Traffic

What is Paid Traffic? Paid traffic is any customer that visits your website after you have paid for advertising promotions. Many platforms offer paid traffic services including search engines, social media platforms, and media networks. One of the most common forms of paid traffic is Pay Per Click (PPC) advertising which utilizes Google Ads. Other […]

Pay-Per-Click (PPC)

Pay-Per-Click (PPC) is the same as Cost-per-Click (CPC). 


What is a Podcast? The term Podcast (A blend of "iPod" and "Broadcast") refers to an audio show, similar to a radio show. These audio shows are typically spread out in series and downloaded through the internet. The user who downloaded the podcast can on any device with a media player. Podcasts can be made by absolutely […]

Post Engagements

What is Post Engagement? Post Engagements are the number of times people have engaged with anything posted on your Facebook Page. Engagements can be anything from likes, to comments, to shares. Engagements are very important for any business using Facebook. They show how many people are connecting with your brand and how they are actually […]

Proximity to Searcher

What is the Proximity to Searcher Factor? Simply put, proximity to searcher is the closeness of the searcher's address to the point of search. In Google, the results would appear in the Google Maps results, and the business results would be sorted by proximity to the searcher's physical location. This Searcher-to-Business Distance answers one question […]

Quality Score

What Is Quality Score? Quality score is a metric used by Google to help identify which ads to place in the SERP (search engine results page). They use the quality score to measure the relevance and effectiveness of a landing page of an ad. How is Quality Score Calculated? The quality score is calculated using […]


What is a Search Query? A query is a question or phrase used to gain and validate information. Digital marketing uses a query to refer to the string of words entered into a search engine's search box. The string of words is entered into a search box on an internal or external search engine website to locate […]


What is RankBrain? Definition of RankBrain RankBrain is an artificial intelligence (AI) machine learning system that Google uses to help process search queries and improve search results. RankBrank is one of Google's deep learning models, in addition to DeepRank and RankEmbed BERT. It was introduced in 2015 as part of Google's algorithm updates and has […]


What Is Remarketing? Remarketing is an action that is taken by businesses to reintroduce a product of service to the market in hopes of reigniting interest to increase sales. By gathering data on bounce rates and frequent visitors, companies can strategically use remarketing methods to determine the proper action that needs to be taken. Remarketing […]

Return on investment (ROI)

What is Return on Investment (ROI)? Return on investment (ROI)= (Investment Revenue - Investment Cost)/ Investment Cost Return on investment calculates the return on a particular venture or action and is recorded as a percentage. ROI can be used to calculate how effective a particular marketing campaign is (such as PPC, remarketing, social media). Example Company XYZ invested $2000 […]

RLSA Remarketing Lists for Search Ads

What Is A Remarketing List For Search Ads (RLSA)? The remarketing list is created by having the visitor download a pixel by visiting a specific page or pages on your website. A remarketing list is where you segment your traffic into different cohorts. For instance, you could segment your audience into four different categories: Customers […]


What is SaaS? SaaS or Software as a Service is when applications are hosted by a third-party provider and uses the internet to make them available to customers. There are three main categories of cloud computing, SaaS is a software distribution model that is one of them. The other two categories are Infrastructure as a Service […]

Search Engine Marketing (SEM)

What is Search Engine Marketing? Search Engine Marketing (SEM) is an online marketing practice. SEM is used to promote businesses via paid advertisements appearing on the results pages of search engines. The advertisers of search engine marketing companies bid on keywords that are relevant to specific search queries. The ranking system of Google Adwords is […]

Search Engine Optimization (SEO)

What Is Search Engine Optimization? The goal of Search Engine Optimization or SEO is to increase the ranking of a particular website on the SERP (search engine results page) produced by search engines such as Google, Bing, and Yahoo. The ranking of the website, or where the website sits in relation to other results for […]

Search Impression Share

What is Search Impression Share? Search Impression Share is this metric found by dividing the number of impressions received on the Search Network divided by the total estimated number of impressions you were eligible to receive. Search Impression Share is a great indicator of the strength of your keyword set in Google AdWords. Having a […]


What Are Search Engine Results Pages or SERPS? Search Engine Results Pages or SERPS are results that appear on web pages of search engines such as Google and Bing. These results come directly from the search queries entered into each particular search engine. Each SERPS is different, regardless of if the search entered is the […]


What Are Sitemaps? Sitemaps or site map are used so search engines can do a better job of crawling your website. Sitemaps provide valuable information for webmasters to inform search engines about pages that are available for crawling. Sitemaps can include metadata about each URL. This information includes how important it is relative to other URLs […]

SKAG (Single Keyword Ad Group)

What Does SKAG stand for? SKAG is an acronym for Single Keyword Ad Group. This term is used by Google AdWord professional to reference a Google AdWords account structure strategy. This strategy entails using a single Keyword for each Ad Group and as a result elevates your click-through-rates, quality scores, and most importantly conversion. Let’s take an example. If […]

Smart Display Campaigns

What Are Smart Display Campaigns? Smart Display Campaigns are a Google Display Network automation campaign ad type that consists of creative assets, titles, and descriptions. It utilizes machine learning to help optimize all the variables to help better serve your ads. Smart Display Campaigns require the following: Target Cost Per Acquisition (CPA) Campaign Budget Landing Page Raw Creative […]

Smart Lists for Remarketing in Google Analytics

What are Smart Lists? Smart Lists are a simple form of remarketing used by Google to reach those customers who have visited your website but did not convert. More specifically, Smart Lists are generated using advanced algorithms based on data collected in Google Analytics. These Google Analytics remarketing lists account for different variables including but […]

Social Card

What is a Social Card? Social Cards are visible on social media networks and are the combined results of using: Your social media post update, plus the use of an existing: Social media link post image (usually 1200x628 because it works best on post channels), Along with an attention-getting title (from the social metadata,  25 characters […]


What is Google's SpamBrain System? SpamBrain is an AI System developed internally by Google to combat spam on various platforms. The system was designed to combat content that was created specifically to manipulate pages for the purposes of ranking. When was SpamBrain Created? SpamBrain was launched in 2018 and has continuously evolved over the years […]

Split Testing

What Is Split Testing? Split testing is conducting experiments to improve a site's metric and are also known as A/B testing or multivariate testing. Metrics are anything to do with improving a visitor's engagement to your website such as purchases, clicks, or form completions. Split testing is the equivalent to performing a controlled experiment: let's […]

Squint Test

What is "The Squint Test"? The Squint Test is a quick test to check the effectiveness of a web page or landing page. It is used by design experts to determine if the primary elements of the page have focus. An optimally designed page will have a few key elements that naturally draw your attention. The […]

Thin Content

What is Thin Content? Thin content is content that is expressed through written words on websites that provides little to no value to the user. Examples of Thin Content Here are some examples of what Google considers to be thin content: low-quality affiliate pages pages with very little or no content doorway pages (inserting results […]

Topic Targeting

What is Topic Targeting? Topic Targeting allows you to place AdWords Advertisements on website pages relating to those topics. There is no limit to the topics, they could be anything from agriculture to computer programming, to sports, or something completely different. Topic targeting ads are only eligible to appear in the Display Network with related content. […]

Total Links & Linking Root Domains

What is Total Link? A total link is a number of total links means all possible links to this page including internal, external, followed and not followed. What is Linking Root Domains? The linking root domains are a number of other websites that link to your page. Mozscape defined Linking Root Domains as: "It is a measure […]

Trust Flow

What is Trust Flow? According to Majestic SEO, Citation Flow is a number of predicting how influential an URL may be based on how the number of websites that link to it. Trust Flow is a number predicting how trustworthy a page is based on how trustworthy sites tend to link to trustworthy neighbours. You can learn more about trust […]


What is an URL? URL stands for Uniform Resource Locator. An URL is a reference to a unique resource on the internet. It can be thought of as the address of a resource such as a website address. URL's include a protocol identifier which specifies the name of the protocol that is used to locate the resource. […]

ValueTrack Parameters

What are ValueTrack Parameters? ValueTrack parameters are a type of URL parameter you can add to your ads’ landing page URLs. ValueTrack parameters help collect additional information about the source of your ad clicks. ValueTrack parameters are a standard part of the "parameter report." This allows you to better associate parameters with Google AdWords conversions.   ValueTrack Parameters […]


What is a Vlog? A Vlog is a video blog or a blog that is done entirely on video. The vlogger expresses their beliefs and ideas through video content. Vlogs can be used for educational and informational reasons, but can also be used for entertainment. Individuals who vlog find the media medium to be more interactive with […]

What Is A Marketing Funnel?

Marketing Funnel Definition Marketing Funnels are a sequence, or a process, that allows a visitor to learn more about your business, build trust, and convert into a customer. The marketing funnel takes the visitor through the physiology of building a relationship. Marketing Funnel Basics Marketing funnels contain a top, middle, and a bottom. While some funnels can […]

What is Cold Traffic?

Cold Traffic Definition Cold traffic is someone that is not familiar with you, your brand, your solution, or product/service. Cold Traffic is the new blood of the business. It is a critical part of your marketing system because it involved reaching out to people in your target market. Cold traffic can become warm if your […]

What is Direct Response Marketing

Direct Response Marketing Explained! Direct response marketing facilitates the delivery of a call to action and outcome via an online interaction for immediate customer feedback and response. Successful direct response marketing campaigns require clear goal statements that achieve anticipated sales. The main benefit of direct response marketing is that it allows digital marketers to better understand […]

What is Local PPC?

What is Local PPC? Local PPC, or Local Pay-Per-Click, is a local paid advertising strategy designed to target prospective customers within a specific area. The strategy primarily consists of using local keywords, Google Map ads, and geo-targeting to better target potential customers.  The objective of Local PPC is target people within your service areas or […]

What is ROAS?

What is ROAS? AdWords & Calculating Return On Ad Spend Return On Advertising Spend, or  ROAS, helps marketers evaluate which marketing methods are working and helps decide on future advertising strategies.  ROAS is a marketing metric that measures the efficacy of a digital marketing campaign. ROAS is influenced by overhead costs, operating expenses, profit margins, and the […]

White Hat SEO

What is White Hat SEO? White Hat SEO is the use of techniques, strategies, and tactics for optimization that focus mainly on human audiences instead of search engines. White Hat SEO adheres to the Google guidelines for proper SEO practice. An example of this type of SEO is to focus on organic ranking and relevancy […]


What is WYSIWYG? WYSIWYG is a short form of what you see is what you get. In the digital sense, it applies to applications that enable you to see exactly what appears on a printed document to appear on the display screen. The opposite of these applications is word processors that cannot display graphics and fonts […]
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