A/B Testing
Creating two versions of creative (ex: ad copy, an email, an image, a landing page) to test against each other in a campaign to see which one your audience responds better to. This is a frequent testing method used in all forms of advertising. When creating the two versions, it is good practice to only make one change from version A to version B, so you know what your audience is responding to.
Ad Group
In a pay-per-click account, these are the subcategories that contain ads, targeting a group of keywords. These are often broken out into various 'themes' that make up a campaign.
Average Session Duration
Average session duration in website analytics refers to the average amount of time users spend on a website during a single session. A session starts when a user enters the website and ends when they leave or after a period of inactivity, typically around 30 minutes.
Backlink
An incoming hyperlink from one website to another. Having a large number of backlinks can improve your website’s performance and searchability from a search engine. When a separate website or domain links to another website, they are essentially endorsing that site, and giving them "juice." When these links come from reputable sites, like a .gov, .org, or well-known company, the power for that website grows.
Billing Threshold
A billing threshold is an amount that you can spend on ads before the social media platform advertising manager charges you. Whenever your ad costs reach your billing threshold amount, the credit card on the account will be charged for that amount.
Bounce Rate
A term used to describe the percentage of users who leave after only viewing one page of a website, as opposed to clicking on links or navigating to other pages. This helps determine how engaging or relevant a site’s content is to its visitors.
Bounce Rate in Email Marketing
Bounce rates measure the percentage of how often your emails get "bounced" back to you because they were undeliverable. A high bounce rate may indicate old, fake, or incorrect email addresses in your list.
Clicks or Ad Click
The total number of clicks on an online ad. This is most frequently how a company is charged for an online advertising campaign.
CTR or Click Through Rate
The percentage of times a user will click on an ad if they are exposed to it. CTR is calculated by dividing the number of clicks on the ad by the number of impressions.
Conversions
The act of a user completing the desired action from an ad. This can be any action, including making a purchase, filling out a form, or placing a phone call.
Conversion Rate
In marketing, the conversion rate refers to the percentage of users who take a desired action, such as making a purchase or submitting a form, out of the total number of visitors.
CPA or Cost per Acquisition
Also referred to as cost per conversion, it is the amount a business or advertiser pays for each customer who completes a desired action, such as a sale or sign-up.
Display Ads
Display ads are a form of online advertising that involves the placement of visual banner ads, images, or videos on websites, apps, or social media platforms to promote a product or service.
Domain
A name used in URLs to identify web pages and where they belong. For example, in "www.homeprodigital.com," the domain is homeprodigital.com.
Impressions
The number of times an ad is seen by a potential customer. This can be through a search engine, social media platform, or any other online medium.
Impression Share
Used in pay per click advertising, this metric refers to the percentage of times your ad was shown compared to the total number of times it could have been shown based on your targeting.
Landing Page
A solo web page with a focused sales pitch that is designed to get a visitor to take a specific action, such as filling out a form or making a purchase.
Lead
A conversion from an ad that gives information on a potential customer that a salesperson can pursue. Typically includes contact details like name, phone number, or email.
Lead Magnet
A lead magnet is a tool that helps your business capture potential customers by offering something of value (like a free guide or checklist) in exchange for their contact information.
Opt-in
When some material is restricted in access and requires the giving of contact information in order to access it. Common examples include downloading a guide, signing up for a newsletter, or accessing gated content.
Organic Traffic
Users coming to a website on their own through a search engine, like Google or Bing, without clicking on a paid advertisement. Organic traffic is driven by SEO efforts.
Pixel
A piece of code used to track a goal that lives in the backend of a website. Different platforms have their own pixels, such as Meta (Facebook) Pixel and Google Ads conversion tracking.
SEO or Search Engine Optimization
Incorporating factors such as keywords, good copy, and backlinks in order to drive organic (unpaid) traffic to a website through search engine results. The goal is to rank higher on search results pages for relevant terms.
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