Nexploro Glossary

Digital Marketing Dictionary 2.0

We know that digital marketing is as complex and fast-paced as ever.
That’s why we’re building this ultimate guide to all things digital. We’ve got you covered with this comprehensive glossary of terms from 302 Redirects to Ad Auction and Backlink to UTM Tracking.

Terms You Should Know!


301 redirects: They tell other websites and search engines that the old page has been permanently changed. The process of changing an HTTP status code to 301 redirects is a permanent redirect from one URL to another. That means the server automatically transfers users and search engines to a new, valid URL address.

302 redirects: A 302 redirect is a relatively uncommon HTTP status code that informs the browser about the requested page being temporarily moved. The URL will change to show the temporary but correct address.

404 error: Probably the world’s most favorite error code. 😅 404 is a message your browser displays when it’s unable to find the page you’re looking for. Suppose you’re trying to remove a page from a website. In that case, you might redirect users looking for the page to a 404 error message.

500 error: The HTTP error 500 is an error caused by the server on which a given website is located. In other words, the server cannot process a request, thus failing to execute it. Reasons for this error can vary, such as errors in the core files, incorrect scripts, etc. However, the most common cause is the server overload caused by high web traffic. Usually, there are many users on a given website at any time of day. This results in too many requests that exceed the server’s ability to handle them all.


A/B testing: It’s a marketing technique where two different variants are created to see which one performs better. This type of testing is frequently applied in all forms of advertising. When creating the differing versions, it’s a good practice to only make a single change from version A to version B to know what your audience is responding to.

Above the fold: A term used in web design to describe visible content without scrolling. This content is typically placed on the top of the page, with other information below it. The placement of content above the fold can be important for usability and accessibility.

Ad: Ads are a paid way of communicating with a potential customer through different mediums. This can include email, social media, banners, text, etc. There can be display ads and search in digital marketing, which presents information using copy and images to get the ad viewer to click through to the corresponding web page.

Ad Auction: Ads created using advertising systems will participate in a so-called ad auction, which happens at a click’s speed. Algorithms in the background allow advertisers to purchase advertising space across several different networks in a single auction. These ads are set to start at a certain price, and then the bidders compete for the most valuable placement or lowest cost-per-click.


Backlink: This is a hyperlink from one website or domain to another. But what makes it so important? They help to improve your website’s performance and searchability from a search engine. And that’s not all: when other websites and domains link to you, they are essentially endorsing your site and giving it “juice.” When these links come from reputable websites like .gov, .org, or well-known companies, the power for your site grows.

Bid: Is the price you’ll pay to show your ad. It’s used in PPC advertising; this refers to keyword bidding and the amount an advertiser will place on a keyword. Search engines will then consider them in their algorithm.

Bounce rate: Term describing the percentage of users who leave after only viewing one page of a website rather than using links leading to other parts of your website. It helps determine user’s interests and can serve as a metric for businesses to decide their website’s aspects to optimize. Companies need to keep track of their website’s bounce rate to see which pages the consumers are spending time on and which pages they’re not interested in.


CTA (Call to action): A call to action is a marketing phrase that compels the audience to take action. A CTA might be something like “buy now,” “contact us,” “call today,” “download here,” or “learn more.”

Campaign: A campaign is a top-level category in a PPC account used to organize products or services offered. A PPC account can have multiple, often broken up by services/products, branded, or competitors. The systems such as Google Ads, Microsoft Ads, or Sklik allow you to create campaigns and ad groups to organize your products, services or target different audiences.

Conversion rate: The conversion rate is the percentage of people who have been shown your ad but have taken the desired action. CR is a metric that can measure how well your advertising campaign is doing and if you’re getting the results you want.


Demographics: It’s a term used broadly to refer to the statistical study of human populations. Demographics are typically studied using statistics and census data and can tell you a lot about how people live. They can be broken down by gender, age, occupation, income, location, ethnicity, and race. It’s a common practice in marketing campaigns to target advertisements towards one or several demographics.

Display Advertising: Perhaps one of the most versatile forms of online advertising, display advertising can work across platforms. Whether it’s Facebook, Google Ads, or Instagram, you can use images or videos to communicate your brand’s message.

DKI (Dynamic Keyword Insertion): A Google Ads, Microsoft Ads, and Sklik feature that allows advertisers to customize their ads based on their users’ search. This feature can be enabled by a small, unique piece of code placed in the ad text that tells the search engine when a customer uses one of their keywords.


Email List: Email marketing is a great way to reach a targeted audience with customized marketing messages. Create an email list by obtaining email addresses from your website or blog visitors. Connect them with your CRM and marketing automation tool for customized, laser-targeted emails.

Email Marketing: Email marketing is a type of content marketing. It can be used to distribute content, sales promotions, services, or it can be used to develop relationships with potential customers.


Frequency: It’s the number of times an ad makes an impression on one person. With the frequency of ads in a digital marketing campaign, it’s essential to adjust the frequency cap. Users then won’t experience ad fatigue by seeing the same ad too many times.


Google Ads: It’s Google’s pay-per-click (PPC) advertising platform. Google Ads allows you to build, manage, and optimize campaigns, ad groups, ads, and keywords within a single account. With Ads, you can scale your advertising with a simple to use yet powerful interface that breaks down your metrics and data in various ways.

Google Analytics: It’s a tool from Google that allows you to measure how users navigate your website. It tells you things like which pages are most popular, which type of devices users prefer, what geographic areas are most interested in your content, and more.


H Tags: The H tag is a “header” in HTML language. H1 refers to the page title and will stand out among the rest of the text. Following header tags in HTML are h2, h3, h4, h5, and h6 is the last with the least importance. This is the hierarchy of titles and subtitles on your page. Google uses these tags while crawling your site’s backend to get an idea of what it is about.

HTML (Hypertext Markup Language): HTML is the coding language that is used to make websites. HTML language, or Hypertext Markup Language, is easy to learn and simple to use. With it, you can tell your browser how to display text and graphics on a page or make a form that people can fill in. It’s the language of the web.


Impressions: Ad impressions are a standard metric for PPC campaigns. It’s the number of times an ad is seen by a potential customer. This can be through a SERP (search engines results page) or through display advertising. The user does not need to interact with the ad for it to be considered an impression.

Index: At the heart of your marketing strategy is your website. Be sure to keep it fresh and up-to-date so that search engines can index your pages and include them in their search results. Index of your website is basically a process of recording all reachable pages on any given website. It’s a commonly-used feature of Google Search Console. Google crawls a website to index all current pages, adds any new or updated pages, and removes the deleted ones.


JavaScript: You know how you are on a website and want to be able to click a button and do something, like search for something or watch a video? That’s JavaScript. It’s the thing that makes these things happen on the page. It’s a programming language primarily used in web production that presents itself as animation or movement. Employing JS on a website or page makes certain parts interactive, such as the search bar, a video, or a live feed.


Keyword: If you’re not using keywords in your SEO, you’re throwing away the opportunity to get found. Keywords are the words and phrases most likely to be searched for when looking for a particular type of business or service. In other words, we’ll look at it through the eyes of whoever might be looking for you and see what words they’re most likely to use in the process. Your keyword strategy should make sense for your specific business and be used strategically throughout your web content.

KPI (Key Performance Indicator): A key performance indicator (KPI) is an important metric used by a company to measure its advertising efforts’ success. A KPI is determined by a company to represent the most critical aspects of their business and is essentially a measurement of how well an account performs.


Landing Page: So you’ve got a new product or service, but no one has ever heard of it. You need a landing page to get the word out. But any landing page will do, right? Not really. With SEO changing the game and companies fighting for top spots in Google search results, your landing page needs to be conversion optimized. A single web page with a focused sales pitch is designed to get a visitor to take action. The landing page is the destination (URL) a user lands on when they click the ad. Multiple landing pages are often tested against each other in campaigns, so you can see which page performs better.


Metadata: In the form of tags, it is used to describe a web page’s content. The two most basic metadata forms are the meta description and meta title. However, it can also include the author, date of creation, open graph tags, and how long the document is.

Match Type: With Match Types, we can refine when an advertisement is eligible to show based on how keywords are used in a user’s search query.


Nofollow: We’ve all seen those spammy links that rank sites higher on Google. Nofollow is a specific value that can be assigned to a rel attribute. It tells a search engine that the outbound hyperlink should not influence the link target’s ranking. It lets one website link to another without affecting that site’s ranking.

Noindex: The HTML tag is used to prevent web crawlers from indexing the particular page. This is typically done to remove pages from websites that are not up to date or no longer relevant.


Organic Traffic: This is the most reliable source of lead generation, which comes from search engines. It can be achieved by building quality backlinks to your website, having a website that ranks well in search results, and creating engaging content. Such users are visiting your website uninfluenced by ads, unlike in the case of paid traffic.


PPC (Pay-Per-Click): PPC advertising is when you only pay for your ads when a user clicks on them. Google Ads may be the most well-known pay-per-click service, but it’s not the only one out there. PPC campaigns can be set up on other platforms like Facebook, Bing, and Sklik.

PLA (Product Listing Ads): Selling your products online? Then you need product listing ads! You can list your products with a PLA and have them appear on Google Shopping search results for targeted keywords. Your ad will show up in the ad area of the search result, as well as an expanded form below the search results. It shows the most essential product data: image, name, price, and brand.


Quality Score: With every ad campaign, you have to decide what kind of ads you want? How much are you willing to pay? What do you want the ads to do? How do you know if your ads are effective? The quality score is an industry-standard metric used to measure ads’ quality and influences CPC and ad rank. With a higher quality score, you can expect lower ad costs and better positions above organic results. Some factors that can affect quality scores include CTR, load times, copy, and landing page quality.


Remarketing: It’s a type of targeting tactic that uses a customer’s previous activity on your site or app to advertise to them. When you remarket to people who have visited your site, you can show them ads on their other devices, in their Google search results, or on other websites. Remarketing tracks users on the web, allowing you to remind them about a product they were interested in or even put in a basket. Alternatively, you can offer them something similar.

ROAS (Return On Ad Spend): ROAS is a marketing metric that measures the amount of revenue your business earns for the amount of money it spends on advertising.


Search Engine Optimization: SEO is the process of affecting the visibility of a site organically. This is done by incorporating keywords, good copy, backlinks, and optimizing a web page’s content. When a user is searching for targeted keywords, the website is more likely to show.


Tag: Tags are small pieces of code that collect and receive data based on user interaction with a web page. They can help integrate third-party applications, set cookies, and gather user information. Tags can also track page views, where visitors are coming from, what they read on a web page, and what they purchased.


UTM Tracking: Universal Tracking Module is the function within Google Analytics that allows businesses to track their web traffic. UTM codes are small additions of text to the end of a web URL and can be integrated with email, posts on social media, or other web pages. It gives businesses an idea of which efforts lead traffic back to their website.


Value Proposition: It’s a statement promising a service, product, or feature that a customer would benefit from when purchasing a product or service. For example, a company’s value proposition would be “we offer the lowest-priced goods around.”


WordPress: It’s the most popular CMS (content management system) for websites in the world! It offers businesses a way to easily create and update their own website without the need for web development knowledge, using an intuitive and user-friendly interface. Companies can add plugins, themes, and other features for an unlimited number of uses.


XML Sitemap: This is a document that lists all of the pages on your website and allows you to indicate their particular importance to search engines. Creating and using a sitemap will help you show up in search results and gives your site an SEO advantage.


Yoast: Company that offers advanced WordPress plugins and services to help the functionality of user websites. This includes keyword and SEO analysis, Google integrations, and XML sitemap integrations.

YouTube: YT is the world’s most popular video-sharing site. It’s estimated that over 800 million users are watching videos on YouTube every day. You can create a free account, upload videos, and even start earning money from ads. YT is a great marketing platform for businesses since it provides a diverse audience that will help your marketing campaign reach more people.


Zero Moment of Truth (ZMOT): This is the moment when a buyer decides he or she is going to make a purchase. Many factors determine this moment, including the time of day, the context in which they are making the purchase, and the buyer’s emotional involvement level.

Whoa! Whoa! 😅 You made it! Congrats!
Hope you enjoyed and perhaps even learned a thing or two!


PS: Just so you know, the most recent terms were added on the 26.04.2021 😉

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