Digital Marketing Terms You Should Know

If you’re new to digital marketing, you may find some of the industry’s jargon to be confusing. Before you get started on a digital marketing campaign, it’s important to have a basic understanding. With hundreds of marketing terms to know, we put together a list of some of the most commonly used phrases.

Digital Marketing Glossary

1.      Search Engine Optimization (SEO)

SEO increases the amount and quality of traffic to your website when people search for products or services related to your business from both paid and unpaid web search results, including Google, Bing, and other search engines.

2.      Lead Generation

The process of generating consumer interest by capturing a visitor’s contact data, usually via a web form.

3.      Remarketing

Also referred to as retargeting, marketers serve targeted ads to users who have previously visited their website or a specific web page.

4.      A/B Split Testing

Split testing is when two different versions of similar ads are running at the same time to see which performs best. A/B tests will help you better target your audience by showing which advertisement people engaged with more.

5.      Impressions

An impression happens when a user sees an advertisement.

6.      Engagement

An engagement, or a click, is when a user takes action and clicks on the ad.

7.      Bounce Rate

The percentage of users that “bounce” after visiting a single page on a website. A “bounce” is when a visitor navigates away from the site and doesn’t visit any other pages or take any other actions.

8.      Call-To-Action (CTA)

CTA is a prompt on a website or ad that is designed to encourage customers to take immediate action. Common CTA language includes “Call Now”, “Click Here”, or “Learn More”.

9.      Digital Marketing Plan

A document that outlines a company’s digital marketing goals including strategies, timelines, channels, and budget.

10.  Keyword Research

Is the process of researching popular terms people plug into search engines so that you can then strategically include them in your web and marketing content. Choosing the right keywords can help you rank higher on search engine results pages.

11.  Search Engine Results Page (SERP)

SERP is the page that visitors will see after entering a query into Google and other search engines. Search engine results pages usually include paid search and pay-per-click ads.

12.  Digital Marketing Leads

Digital marketing leads are people who show interest in a brand’s products or services, and are generated through email marketing, social media platforms, and landing pages.

13.  Paid Advertising

A paid form of online advertising that displays ads within slots of specific platforms and networks. It’s an effective way to expose your company’s name to a larger audience.

14.  Marketing Campaigns

These are a set of strategic and organized efforts that help promote a specific company goal, such as raising awareness for a new product, service, or brand. Nike’s “Just Do It” campaign and IHOP’s “IHOb” campaign are some of the best marketing campaigns of all time.

15.  Display Advertising

Display ads are a method of attracting potential customers to a website, social media platforms, or other digital outlets to take a specific action. Banner ads, retargeting ads, social ads, and responsive ads are the most common and effective types of display ads.


Your business can benefit from having a better understanding of the most commonly used digital marketing terms. If you need help creating a marketing plan for your business, contact the team at Fat Guy Media!
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