Glossary


ADWORDS:
An advertising service by Google for businesses wanting to advertise on its search network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. Strive to be in the top one or two ad positions for maximum effect.

BOOSTED POSTS:
Allows you target a larger percentage of your existing social media audience and target people who have not liked, shared or commented on your page.

BOUNCE RATE:
The percentage of visitors to a website who leave the site after viewing only one page.

CLICK-THRU RATE:
A ratio showing how often people who see your ad end up clicking on it. Calculated as impressions divided by clicks.

CONVERSION:
The point at which a recipient of a marketing message performs a desired action. Conversion is simply getting someone to respond to your call to action.

CONVERSION RATE:
The average number of conversions per ad click, shown as a percentage. Conversion rates are calculated by taking the number of conversions and dividing that by the number of total ad clicks during the same time period. For  example, if you had 50 conversions from 1,000 clicks, your conversion rate would be 5%.

COST PER CLICK (CPC):
A metric that measures the amount of money paid for each click in a pay-per-click (PPC) marketing campaign — the model used by online platforms such as Google AdWords and Facebook. A “click” represents a visit to your website or an interaction with your company or products.

COST PER CONVERSION (CPCON):
Measures how much you pay for a completed action — such as a purchase. CPCON represents the total cost of clicks generated by the campaign divided by the number of conversions.

DISPLAY ADS:
Visual ads positioned on popular websites.

IMPRESSION:
Sometimes called a view or an ad view, this term refers to the point in which an ad is viewed once by a visitor, or displayed once on a web page. The number of impressions of a particular advertisement is determined by the number of times the ad is located and loaded.

NATIVE ADS:
An ad that is designed with the look and feel of whatever user experience it is placed in.

PRE-ROLL VIDEO:
Video ads that play before or during videos on popular channels like HGTV or YouTube.

RETARGETING:
Retargeting is the practice of serving ads to people who visit your website after they leave. These ads appear on a variety of other sites around the web, keeping your company or products in front of visitors to your site in an attempt to bring them back.

SEARCH ENGINE MARKETING (SEM):
SEM refers to programs like Google AdWords that are designed to better position a website in the search results and, in doing so, to direct visitors to the website.

SHARE OF VOICE:
Traditionally, share of voice is a calculation comparing the amount of your advertising to your competitors. Taking into consideration digital advertising, search and social media programs, share of voice is often described as impression share, which represents the percentage of times your ads were shown to users compared to the number of times your ads could have been shown, based on your keyword and campaign settings.

SOCIAL MEDIA ADS:
Social media advertising describes online advertising (paid efforts) that focus on social networking sites. One of the major benefits of advertising on a social networking site (e.g., Facebook, Twitter) is that you can take advantage of user demographic information and target ads appropriately.

VISITS:
Visits, or sessions, is a metric used to measure the total number of times a user navigates to a website. Visits are an important digital marketing metric that is used in tandem with conversion rate to gauge the performance of your online presence.