Glossary

Glossary of Digital Marketing Terminology

AdWords - Google’s Pay-Per-Click advertising programme (see PPC below).

B2B – This acronym stands for business to business. The term describes activity between businesses, such as marketing or sales.

B2C – This acronym stands for business to consumer. The term describes activity between businesses and consumers. This relates mostly to online businesses and their products and services. Consumers are most likely reached through a form of Internet marketing.

Bid – The amount that an advertiser is willing to pay for a click on a specific keyword.

Budget – The amount of money that an advertiser sets aside for an advertising campaign. Different publishers allow for advertisers to set daily, weekly or monthly budgets.

Clickthrough Rate (CTR) – The percentage of clicks on a link. This is usually a percentage based on the total number of clicks divided by the number of impressions that an advertisement has received.

Conversion Rate – The relationship between visitors to a web site and actions considered to be a “conversion”, such as a sale or request to receive more information: the percentage of people whose clicks have resulted in a sale or desired action in relation to the total number of clicks on an advertisement.

PageRank – is Google’s link analysis algorithm that assigns a numerical weighting to each page of a web site with the purpose of “measuring” its relative importance (with regard to the world wide web as a whole).

Pay Per Click Advertising (PPC) – An Internet advertising model used on search engines, advertising networks, and content websites, such as blogs, where advertisers only pay when a user actually clicks on an advertisement to visit the advertisers’ website.

Permalink -A link to a specific article in the archives of a blog, which will remain valid after the article is no longer listed on the blog’s front page (i.e after it has archived).

Ping -A ping is a system administrator tool that is an automated packet of information (64 bytes) sent through a network to another to establish the status of a target system.

RSS -A web content syndication format. Acronym which stands for either RDF Site Summary or Really Simple Syndication or Rich Site Summary.

Search Engine Optimisation – The art of optimizing a site to generate traffic from search engines.

Social Media – Internet-based tools for sharing and discussing information among human beings

Uniques - the number of unique visitors to a web page or web site over a given period of time. Typically, we track and report visitors on a monthly basis.

Web 2.0 – According to Wikipedia, the term Web 2.0 refers to a trend in web design and development—a perceived second generation of web-based communities and hosted services (such as social networking, wikis, blogs, and folksonomies) which aim to facilitate creativity, collaboration, and sharing between users.