Digital Marketing Glossary

Key Terms

• SEO
  Search engine optimisation, the work that helps pages rank in organic search.
• PPC
  Pay-per-click advertising, where advertisers pay when someone clicks an ad.
• ROAS
  Return on ad spend, revenue divided by advertising cost.
• CPC
  Cost per click, the average amount paid for each ad click.
• CTR
  Click-through rate, the percentage of impressions that become clicks.
• Conversion Rate
  The percentage of visitors who take a desired action.
• CPM
  Cost per thousand impressions, a metric used in display and social advertising.
• Impressions
  The number of times an ad or piece of content is displayed.
• Lead Generation
  The process of attracting and converting prospects into potential customers.
• Remarketing
  Showing ads to people who have previously visited your website or engaged with your brand.
• ROI
  Return on investment, the ratio of profit to cost expressed as a percentage.
• SEM
  Search engine marketing, the practice of promoting websites through paid search advertising.
• Bounce Rate
  The percentage of visitors who leave a site after viewing only one page.
• A/B Testing
  A method of comparing two versions of a page or ad to determine which performs better.