Glossary

 

We want our clients to know exactly what we’re talking about so we created this glossary.

Use the search or click on a letter of the alphabet.

  • Average Position

    The average rank of your paid search ad across all of the impressions served in a given time period.

  • B2C

    B2C (business-to-consumer) is the exchange of products, services or information between a business and consumers.

  • Social networking

    Social networking is an online platform which people use to build social networks or relations with people who share similar interests.

  • Average Cost-Per-Click (CPC)

    The average media cost paid to the advertising provider for each click on your digital advertisement. Calculated by dividing the cost by the number of clicks.

  • Average Session Duration

    The average time spent on your website in one session across all users.

  • Application

    A type of application software designed to run on a mobile device, such as a smartphone or tablet.

  • Brand Identities

    How a business presents itself to and wants to be perceived by its consumers.

  • Brand Development

    The process of improving a brand or improving customers’ knowledge and opinions of a brand.

  • Branding

    Branding is the process involved in creating a unique name and image for a product in the consumers’ mind.

  • B2B

    B2B (business-to-business) is the exchange of products, services or information between businesses.

  • Bounce Rate

    The percentage of users who visit only one page and then leave your website.

  • Copywriting

    Copywriting is written text for the purpose of advertising and marketing. The written content is aimed to increase brand awareness and promote the particular product or service to the audience.

  • Conversion Rate

    The percentage of visits that resulted in a conversion.

  • Cost-Per-Thousand Impressions (CMP)

    The average media cost paid to the advertising provider for every thousand impressions served of your digital advertisement. Calculated by dividing the cost by the number of thousands of impressions.

  • Conversation Rate Optimisation (CRO)

    A system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.

  • Clicks

    The number of clicks on a link in your digital advertisement.

  • Cost

    The media cost of any digital advertising paid to the advertising provider e.g. Google Ads.

  • CPA

    CPA, or cost per-acquisition, is the media cost divided by the number of conversions.

  • CTR

    CTR, or click through rate, is the ratio of users who click on a specific link compared with those who don’t.

  • Content Marketing

    Content marketing is a form of marketing focused on creating, publishing and distributing content for a targeted audience online.

  • CRO

    CRO, or conversion rate optimisation, is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.

  • CMS

    A content management system (CMS) manages the creation and modification of digital content.

  • CPM

    CPM, or cost per-thousand impressions, the average media cost paid to the advertising provider for every thousand impressions served of your digital advertisement. Calculated by dividing the cost by the number of thousands of impressions.

  • Cost-Per-Acquisition (CPA)

    CPA, or cost per-acquisition, is the media cost divided by the number of conversions.

  • Conversions

    The number of predefined goals completed by users on your website e.g. a sale or enquiry.

  • Click Through Rate (CTR)

    The ratio of users who click on a specific link compared with those who don’t.

  • Demographic

    Of or relating to demography, the science of vital and social statistics.

  • Direct Traffic

    Traffic that has come directly to your website where the referrer or source is unknown.

  • Display Advertising

    Display advertising is advertising on websites or apps or social media through banners, text, images, flash, video or audio.

  • Device

    The device used to access your website typically categorised by mobile, desktop and tablet.

  • Digital Advertising

    Digital advertising is when businesses leverage internet technologies to deliver promotional advertisements to consumers.

  • Direct Marketing

    A form of advertising whereby businesses communicate directly to their customers through a variety of media.

  • Digital Marketing

    Digital marketing is the marketing of products or services using digital technologies including the Internet, mobile devices, social media, search engines, and other channels.

  • Destination Page

    Destination Page is a page visited within your website.

    The Destination Page Definition is: The page users immediately visited after performing an internal search on the site. This is usually the search results page.

  • Display Traffic

    Traffic acquired from the Google Ads Display Network.

  • Email Traffic

    Traffic acquired from an email shows how engaged your current leads and customers are. It will also give you a great indication of which messaging is working in your email marketing.

  • E-commerce

    E-commerce is the activity of buying or selling of products online.

  • Email marketing

    Email marketing is the act of sending a commercial message to a targeted group of people using email. The idea is that the email is targeted to that specific group meaning a likely hood of enhancing the relationship or creating conversions is more effective.

  • Facebook

    Facebook is a social networking website where users can post comments, share photographs and post links to news of other interesting web content.

  • Google Analytics

    Google Analytics is a web analytics service that tracks and reports website traffic.

  • Google Partner

    The Google Partner badge shows that specific Partners have passed Google Ads product certification exams and are up-to-date with the latest product knowledge. In other words, they earned it.

  • Google Ads

    Google Ads is an online advertising platform, where advertisers pay to display brief advertisements, service offerings, product listings, video content and generate mobile application installs within the Google ad network to web users.

    Learn more about our PPC and PPC Management services.

  • Google Analytics Individual Qualifications (IQ)

    The Google Analytics Individual Qualification (IQ) is a demonstration of proficiency in Google Analytics.

  • Google Data Studio

    Google Data Studio allows you to create branded reports with data visualisations.

  • Instagram

    Instagram is a photo and video-sharing social networking service.

  • Impressions

    The total number of times your post or advert is displayed, whether it is engaged with or not.

  • Keyword Research

    Keyword research is a practice search engine optimisation professionals use to find and research alternative search terms that people enter into search engines while looking for similar subjects.

  • Link Building

    Link building is the action aimed at increasing the number and quality of inbound links to a webpage.

  • LinkedIn

    LinkedIn is a business and employment-oriented service that operates via websites and mobile applications.

  • Mobile SEO

    Mobile SEO is the practice of optimising a website for users on smartphones and tablets.

  • Motion graphics

    Motion graphics are pieces of digital footage or animation which create the illusion of motion or rotation and are usually combined with audio for use in multimedia projects.

  • Mentions

    The act of an online user referring to your profile or brand.

  • New Website Visitors

    Users visiting your website for the first time.

  • Organic Search Traffic

    Traffic acquired from search engine results that is earned, not paid.

  • Organic search

    Organic search is a method for entering one or several search terms as a single string of text into a search engine. Organic search results, appear as paginated lists, are based on relevance to the search terms and exclude advertisements.

  • Organic Search Visibility

    A weighted score based on the estimated CTR for tracked keywords.

  • Organic Keyword

    A keyword used to attract free traffic through search engine optimisation.

  • Organic Keyword Performance

    The success of the keyword used to attract free traffic through search engine optimisation.

  • Paid Search Traffic

    Traffic acquired from search engines paid search advertising.

  • Portal

    A website portal is a specially designed website that brings information from diverse sources.

  • Pages/Sessions

    The average number of pages viewed in one session by all website users.

  • Paid Advertising

    Paid advertising, also known as pay-per-click, is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

  • Pay Per Click

    Pay per click is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher when the ad is clicked.

  • Paid Digital Media

    Paid digital media refers to external marketing efforts that involve a paid placement. It includes PPC advertising, branded content and display adverts.

  • Post-production

    Post-production is part of the filmmaking, video production and photography process. It includes all stages of production occuring after shooting or recording individual program segments.

  • Referral Traffic

    Traffic acquired from another site (that is not a major search engine).

  • Remarketing

    Remarketing is a form of online advertising that enables sites to show targeted ads to users who have already visited their site.

  • Remarketing advertising

    Remarketing advertising is a form of online advertising that enables sites to show targeted ads to users who have already visited their site.

  • Returning Website Visitors

    New visitors are people that come to your website for the first time on a device. Returning visitors have already been to your site but revisit.

  • Reach

    The unique number of people your post is exposed to.

  • Retargeting

    Retargeting, also know as remarketing, is a form of online advertising that enables sites to show targeted ads to users who have already visited their site.

  • Social Traffic

    Traffic acquired from social media channels such as Facebook or Twitter.

  • Sessions

    The amount of times users visit your website.

  • SEO

    SEO is the process of maximising the number of visitors to your website by ensuring that your site appears high on the list of organic results returned by a search engine.

  • Social Media

    Websites and applications that enable users to create and share content in a social way.

  • Social networking

    Social networking is an online platform which people use to build social networks or relations with people who share similar interests.

  • Search Engine Marketing

    Search engine marketing is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages.

  • Search Engine Optimisation (SEO)

    The process of maximising the number of visitors to your website by ensuring that your site appears high on the list of results returned by a search engine.

    Learn more about our SEO Services.

  • Search Engines

    Search engines are software systems that are designed to search for information on the World Wide Web e.g. Google, Bing, Yahoo

  • Twitter

    Twitter is an online news and social networking service.

  • Target Audience

    A target audience is the intended audience or readership of marketing efforts.

  • UX

    UX, or user experience, refers to the overall experience of a person using a product such as a website.

  • Users

    The number of visitors that visit your website at least once.

  • User Experience

    User experience refers to the overall experience of a person using a product such as a website.

  • Website Analytics

    Website analytics is the measurement, collection, analysis and reporting of web data.

  • Wordpress

    WordPress is a free and open-source CMS based on PHP and MySQL.

  • Yandex

    Yandex is a Russian multinational corporation specialising in Internet-related products and services.

  • YouTube

    YouTube is an American online video-sharing social media marketing website which is headquartered in San Bruno, California. It was created by Three former PayPal employees—Chad Hurley, Steve Chen, and Jawed Karim in February 2005.

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