• A/B testing: A technique that compares two versions of content - differing by just one element - to see which one performs better.

• Abandoned cart: When a shopper places items in their online basket but leaves the site without completing the purchase.

• Accessibility: Designing products, services, or spaces so they can be used by people of all abilities, including those with disabilities.

• Ad extension: A Google Ads tool that adds extra business details - like links, phone numbers, or locations - to search ads.

• Alt text: A brief image description added to a website to help screen readers describe visuals to users who are visually impaired.

• Attribution: The process of determining which marketing touchpoints contributed to a customer’s decision to convert.

• Automated bidding strategy: A Google Ads setting that automatically adjusts your bids to help achieve better results based on the likelihood of clicks or conversions.

• Awareness stage: The first phase in the marketing journey when a potential customer first learns about a product or service.

• Backlink: A hyperlink from one website that directs users to another site.

• Behavioural data: Insights based on how users interact - or choose not to interact - while browsing or shopping on a website.

• Bidding strategy: A set of rules that guides how much an advertiser is willing to pay for specific actions, such as clicks or conversions.

• Bounce rate: The percentage of users who land on a webpage and leave without exploring other pages on the site.

• Brand advocacy: When satisfied customers voluntarily share positive opinions and recommend a brand to others.

• Brand equity: The perceived value of a brand in the minds of consumers, especially in comparison to similar competitors.

• Brand identity: The visual and verbal components - like logos, colours, and messaging - that shape how a brand is recognised and understood.

• Breadcrumbs: A navigation aid showing a trail of links that helps users move back through a website’s structure, such as to previous pages or the homepage.

• Call to action (CTA): A prompt that directs the user toward a specific next step - like “Sign up,” “Shop now,” or “Learn more.”

• Consideration stage: The middle phase of the marketing funnel, where potential customers are evaluating their options and businesses provide in-depth information to support their decision-making.

• Conversion rate: The percentage of users who take a desired action - such as making a purchase or clicking a link - out of the total number of visitors.

• Conversion stage: The final phase of the marketing funnel, where a business encourages the customer to take action based on the interest they've already shown.

• Cookie: A small data file saved on a user’s device that tracks browsing activity and helps analyse website usage.

• Crawlers: Bots used by search engines to scan websites and collect information for indexing web pages in search results.

• Customer journey: The complete experience a customer goes through - from discovering a product to researching it, and finally making a purchase.

• Customer persona: A fictional profile representing a segment of the target audience, based on shared behaviours, needs, and demographics.

• Customer Relationship Management (CRM) system: A tool businesses use to organise, track, and nurture relationships with both current and potential customers.

• Dashboard: A visual interface used to monitor, analyse, and present key data points, performance indicators, and business insights in one place.

• Data privacy: The rights individuals have under UK GDPR to manage how their personal data is collected, used, stored, shared, and erased.

• Demographic targeting: Serving ads based on specific audience traits such as age, income level, education, or geographic location.

• Digital advertising: Promoting a brand, product, or service through online platforms and internet-based communication channels.

• Digital channel: Any online platform or medium a business uses to communicate with or market to its audience.

• Digital marketing: Using online platforms and digital tools to reach potential customers and encourage them to engage or make a purchase.

• Digital shopping cart: A virtual tool that lets customers collect and manage items they intend to buy while shopping online.

• Display ad: A graphic-based advertisement that appears on websites or apps, often including images, animations, or video.

• Domain: The main part of a website address that identifies the site, such as "example.co.uk."

• Dynamic remarketing: A strategy that shows personalised ads to users featuring products or services they previously viewed on a company’s website.

• E-commerce platform: A software that allows businesses to sell services or products online

• Earned media: Any positive digital media generated through personal or public recommendations

• Elevator pitch: A short, memorable description that explains an idea in an easy-to-understand way

• Email bounce rate: The percentage of emails sent that could not be delivered to the recipient's inbox

• Email marketing: The process of sending messages to a list of existing email subscribers to share information, drive sales, or create community

• Engagement: How an audience interacts with a brand on social media platforms

• Evergreen content: Content that will be relevant and can be re-used over a long period of time.

• Exact match: A keyword match type in Google Ads that shows ads when someone searches for a term that has the same meaning or same intent as a keyword                       

• External link: A link on a website that leads to content on other website

• Featured snippet: A highlighted box at the top of search engine results that displays a quick answer or summary pulled from a webpage relevant to the user’s query.

• Follower: A social media user who chooses to subscribe to updates and content from a brand or business.

• Footer: The section located at the bottom of a website, typically containing links to key pages, contact information, or legal disclaimers.

• Forward rate: The percentage of email recipients who share the content by clicking a forward button or sharing it on social media platforms.

• Geographic segmentation: Categorising customers based on their geographic location, such as city, region, or country.

• GIF: A looping animated image file commonly used to convey emotion or highlight key content online.

• Google Analytics: A platform that helps track, measure, and analyse website traffic and user behaviour.

• Google Business Profile: A free tool that enables local businesses to manage how their details appear in Google Search and on Google Maps.

• Google Trends: A free tool from Google that shows the popularity of search terms over time and across different locations.

• Hashtag: A keyword or phrase prefixed with the "#" symbol used to categorise content and make it easier to find on social media platforms.

• Heat map: A visual tool that displays user behaviour on a website, showing areas of high activity like clicks, scroll depth, and movement.

• Home page: The front or main landing page of a website, typically the starting point for navigation.

• Hypertext Transfer Protocol Secure (HTTPS): A secure protocol for transmitting data between a user’s browser and a website, helping to ensure privacy and data protection.

• Impression: The instance when a piece of content, such as an ad or post, appears on a screen in front of a user.

• Inclusive marketing: Creating advertising and promotional content that reflects diverse backgrounds, identities, and experiences.

• Indexing: The method by which Google stores and organises website content so it can appear in search results.

• Influencer marketing: A strategy that involves partnering with well-known individuals on social media to promote a brand or product to their audience.

• Interest targeting: Showing ads to users based on their hobbies, behaviours, or online interests.

• Internal link: A hyperlink that connects one page of a website to another page within the same site.

• Just-in-Time Marketing: A strategy where marketing content is delivered to an audience at the precise moment they are most relevant.

• Key performance indicator (KPI): A measurable value that shows how effectively a business is achieving a specific objective or marketing goal.

• Keyword: A word or phrase that users enter into search engines to find relevant information, products, or services online.

• Landing page: The first webpage a user sees when they arrive at a website, often designed to encourage a specific action.

• Lead: An individual who has shown interest in a product or service by providing contact details like an email address or phone number.

• Lead generation: The process of gathering contact information from potential customers to nurture them toward a purchase.

• Live chat: A support tool that allows users to have real-time conversations with a company representative or automated chatbot.

• Local search: A type of online search focused on finding services, businesses, or information relevant to a user’s geographic location.

• Local SEO: The process of tailoring online content to improve visibility in location-specific search results on Google.

• Location targeting: A digital advertising method that displays ads based on the geographic area of the intended audience.

• Lookalike audience: A group of people who share characteristics with a brand’s existing customers but haven't interacted with the brand yet.

• Loyalty stage: The phase in the marketing funnel where satisfied customers return and actively promote the brand to others.

• Market Research:
  The process of collecting insights into what customers want, need, and prefer to help inform business decisions.

• Marketing Automation:
  The use of digital tools and software to streamline, schedule, and manage marketing activities automatically.

• Marketing Funnel:
  A step-by-step model that illustrates how potential customers move from discovering a brand to making a purchase and becoming repeat buyers.

• Media Mix:
  The selection and distribution of marketing channels (like social media, email, and paid ads) and how a business allocates its budget across them to achieve its goals.

• Meta Description:
  A brief summary shown in search engine results that describes the content of a webpage to help users and search engines understand what it’s about.

• Metrics:
  Numerical indicators used to evaluate the performance and effectiveness of specific business or marketing goals.

• Mobile-Friendly Webpage:
  A website page that is optimised to display clearly, load fast, and function well on smartphones and other mobile devices.

• Navigation bar: A menu containing links that help users move between different sections or pages of a website.

• Net profit margin: A financial metric showing the percentage of revenue that remains as profit after all expenses have been deducted.

• Newsletter: A recurring email sent to subscribers with updates, news, or valuable content related to a company or its industry.

• Off-season: A time of year when customers typically delay purchases, especially for high-cost products or services.

• Omnichannel: A seamless marketing strategy that aligns content and messaging across all platforms and devices.

• Online advertising: Promotional messages delivered to consumers via the internet using platforms like search engines, social media, and websites.

• Open captions: Subtitles permanently visible on a video that cannot be turned off by the viewer.

• Open rate: The percentage of recipients who open an email from a marketing campaign.

• Open-source: Software with accessible source code that users can modify and share.

• Optimization score: A Google Ads metric that estimates how well an account is set up to perform.

• Organic results: Unpaid listings in search engine results based on relevance and SEO.

• Organic social media: Content shared on social media without paid promotion.

• Owned media: Digital content or channels a brand fully controls, like its website, blog, or email list.

• Paid media: Any content or ads a business pays to distribute online.

• Pain point: A specific challenge or frustration experienced by customers during their interaction with a business.

• Pay-per-click (PPC) advertising: A digital ad model where businesses pay only when someone clicks their ad.

• Performance goal: A measurable target set to assess the success of a campaign.

• Personalisation: Creating tailored content or experiences for individual users based on their behaviour or preferences.

• Personally identifiable information (PII): Data that can be used to identify, locate, or contact an individual, such as a name or email address.

• Phrase match: A Google Ads keyword setting that displays your ad when a search includes the meaning of your target phrase.

• Podcast: A series of downloadable or streamable digital audio episodes, often on a specific theme or topic.

• Post-purchase communication: Interactions a brand has with customers after they make a purchase, such as confirmation emails or follow-up surveys.

• Potential reach: The estimated number of users who may see your ad or content.

• Predictive analytics: The use of past data to forecast future trends, behaviours, or outcomes.

• Preview text: The snippet of text that appears next to or beneath an email subject line in an inbox.

• Primary research: Original data collected first hand through methods like surveys, interviews, or observations.

• Privacy policy: A legal statement explaining how a business collects, uses, and protects customer data.

• Product description: Text that outlines the features, benefits, and key details of a product on a product page.

• Promoted post: A social media post boosted by paid advertising to reach a wider audience.

• Psychographic data: Information about a person’s interests, values, attitudes, and lifestyle.

• Python: A high-level programming language widely used in data science, web development, and automation.

• Qualified traffic: Website visitors who are more likely to convert into customers based on intent or behaviour.

• Query: The words or phrases typed into a search engine by a user.

• Rank: A webpage's position in search engine results pages (SERPs).

• Reach: The number of unique people who see your ad or content across various devices.

• Real-time analytics: Data that is collected and reported instantly, enabling immediate decision-making.

• Real-time marketing: Marketing that responds to current events or trends as they happen, typically on social media.

• Referral: How a visitor arrived at a website, often from another site or platform.

• Remarketing: Targeting people with ads who have already interacted with your website or content.

• Responsive display ad: An ad that automatically adjusts its size and format to fit various ad spaces.

• Responsive website: A website designed to function and display well on all screen sizes and devices.

• Retention email: An email sent to existing customers to maintain engagement or encourage repeat business.

• Return on ad spend (ROAS): Revenue earned for every pound spent on advertising.

• Return on investment (ROI): A measure of how much profit is made compared to the money spent.

• Revenue-per-click: The average income earned from each click on a paid ad.

• Rewards program: A loyalty initiative offering perks or discounts to repeat customers.

• Rich results: Enhanced Google search results featuring images, reviews, or interactive elements.

• Rule of seven: A principle stating that a person must see a marketing message about seven times before taking action.

• Screen reader: Software that converts digital content into speech or Braille for visually impaired users.

• Search algorithm: A set of rules used by search engines to determine the most relevant results for a query.

• Search campaign: Google Ads campaigns designed to show text ads in search engine results.

• Search engine: A tool that helps users find information online based on keywords or phrases.

• Search engine marketing (SEM): Using paid strategies to increase visibility on search engine results pages.

• Search engine optimization (SEO): The process of improving a website’s visibility in unpaid search results.

• Search engine results pages (SERPs): The pages displayed by a search engine after a user submits a query.

• Seasonality: Predictable changes in consumer behaviour based on time of year, events, or holidays.

• Secondary research: Analysis of existing data collected by other sources.

• Secure Sockets Layer (SSL) certificate: A digital certificate that encrypts website data to protect user information.

• Segmentation: Dividing a contact list into smaller groups for targeted marketing based on shared traits.

• Session recording: A visual replay of how a user navigated a website, including clicks, movements, and scrolls.

• Sitemap: A file that outlines a website’s structure, helping search engines crawl and index pages.

• SMART: A goal-setting framework: Specific, Measurable, Achievable, Relevant, and Time-bound.

• Smart campaign: A simplified, automated advertising solution in Google Ads for small businesses.

• Social ads: Paid advertisements on social media platforms aimed at targeted users.

• Social media algorithm: The system used by platforms to prioritise and show content to users based on relevance.

• Social media engagement: User interactions with social content, such as likes, comments, and shares.

• Software-as-a-Service (SaaS): Software that is accessed online via subscription rather than downloaded.

• Spam: Bulk emails sent without consent, often irrelevant or unwanted.

• Split testing (A/B testing): A method of comparing two versions of a marketing element to see which performs better.

• Strategy: A planned approach to achieving specific marketing objectives.

• Structured Query Language (SQL): A programming language used to manage and query databases.

• Subdomain: A subsection of a website that uses the main domain but has its own unique URL.

• Subject line: The title of an email message shown in the recipient's inbox.

• SWOT analysis: A framework for assessing a business’s Strengths, Weaknesses, Opportunities, and Threats.

• Target audience: The specific group of people most likely to buy a product or service.

• Targeted location: The geographical area where an ad is shown.

• Theme: A pre-made design template that shapes the look and feel of a website.

• Third-party cookies: Data-tracking cookies placed by a service or platform other than the website being visited.

• Tone: The personality and emotion behind a brand’s communication style.

• Touchpoint: Any moment of interaction between a customer and a brand during the buying journey.

• Traditional advertising: Marketing via offline channels like newspapers, TV, radio, or billboards.

• Traffic: The number of people visiting a website.

• Unique Selling Proposition (USP): What makes a product or service stand out from the competition.

• Unsubscribe rate: The percentage of recipients who opt out of receiving future emails after a campaign.

• URL: The address used to access a webpage on the internet.

• Usability survey: A questionnaire to gather feedback on how user-friendly a website is.

• User experience (UX): The overall experience someone has when interacting with a product, service, or website.

• User-generated content (UGC): Content like reviews, photos, or videos created by customers, not the brand.

• UTM: A tracking code added to a URL to help measure where website traffic comes from.

• Video campaign: A type of digital ad campaign that places videos on YouTube or other Google video networks.

• Visitors: People who land on your website, usually tracked through analytics tools.

• Visual hierarchy: The arrangement of elements on a page that guides users to the most important information.

• Web accessibility: Designing websites and apps so everyone, including people with disabilities, can use them.

• Webinar: A live or recorded online seminar or presentation, often for training or education.

• Webpage title: The headline that appears in the browser tab and search results, describing the page's topic.

• Webpage title element: The specific HTML tag that defines the title shown in search engines and tabs.

• Website prompt: A call-to-action (CTA) on a webpage encouraging the visitor to take a specific step.

• Welcome email: The first message sent to new subscribers or customers to introduce a brand and build a relationship.

No definitions

No definitions

No definitions