15 Common Digital Marketing Terms You Need to Know

Published March 23, 2023

The digital world is full of terms that sometimes it becomes a little bit overwhelming. With words like conversions, and acronyms like SEO is thrown in conversations, you can feel left out. To help you catch up, below is the list of common digital marketing terms you need to know.

1. Bounce Rate

In terms of search engine marketing, bounce rate is when a user lands on your site and views only one page. Google Analytics will show you the bounce rate for your website. If this number is high, you will need to make some adjustments. The more pages a user views and the more time they spend on your site, your site will have a higher chance to move up in search rankings.

2. Cost Per Acquisition (CPA)

Cost per acquisition measures the cost of an acquiring customer who clicks on a website link or completes any action—in other words, the return on marketing investment (ROI), in particular, total marketing spend over total front-end conversions. Continually optimizing for lower CPA can help marketers respond in agile ways based on campaign performance, leading to more effective campaigns overall.

3. Click Through Rate (CTR)


This is the number of people that click on a link out of the total number of people who have seen social media advertisements, email, or call-to-action (CTA) on a website page. An example would be if you have a CTA on a blog post and that 900 unique people saw CTA, but only 45 people clicked the CTA. It means the click-through rate is 5%. Click-through rate (CTR) is commonly used to measure the success of an online advertising campaign for your website.

4. Organic Traffic

This is traffic that your website has, which is caused by a Search Engine. This could be traffic from Google, Yahoo, or Bing. It’s also known as “Free” traffic. Organic traffic is the best type of traffic!

5. Paid Traffic

Paid traffic is any customer that visits your website after you have paid for advertising promotions. Many platforms offer paid traffic services, including search engines, social media platforms, and media networks. One of the most common forms of paid traffic is Pay Per Click (PPC) advertising, which utilizes Google Ad Words. Other types include Pay Per Acquisition (PPA) advertising, Cost per Thousand (CPM) impressions, and banner advertisements.

6. Pay Per Click (PPC)

Pay Per Click, or (PPC) is a form of Search Engine Marketing. This marketing strategy uses search engine advertising to attract users to click and visit your website. It is also referred to as cost per click because every click costs the business a specific dollar amount.

7. A/B Split Testing

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions of a webpage or app against each other to determine which one performs better. AB testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.

8. B2B and B2C

B2B refers to business-to-business, which means that the organization sells its goods to another business for resale or its use. On the other hand, B2C refers to business-to-consumer, which refers to a company selling their products or services directly to an end customer. When starting your business, it’s important to distinguish whether you are B2B or B2C because that will affect how you market yourself to your target audience.

9. Conversions

When a visitor takes the desired action while visiting your site, it is called conversion. This can be a purchase, membership signup, download or registration for the newsletter. This will contribute to the success of your business

10. Landing Page

A landing page is a page on your website where you can offer a resource from your business in exchange for a visitor’s contact information. Marketers can capture this contact information using a lead-capture form, where visitors can enter details like their name, email address, and job title.

11. Content Marketing

Content marketing is all about delivering the right content at the right moment based on a potential client’s preferences using behavioral targeting and enabling brand awareness, recall, and engagement. It fuels targeted ads based on user information, such as recent searches and web histories. The purpose is to offer products and services to customers who are already interested in them.

12. Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a way a company optimizes its webpage allowing the website to rank higher on a search engine’s results page (SERP). The higher your ranking, typically more traffic is generated (if the keyword has traffic) and more targeted traffic.

13. Search Engine Research Page (SERP)

Search Engine Results Page is the list of results provided by a search engine after a search query is made. Mostly, if you are looking for where your website ranks for “Best Digital Marketing Agency,” a SERP report will let you know that your website is ranked #4.

14. Call to Action (CTA)

A call to action is usually a button used to get your customers attention and make them click, purchase, give their email or any other action you want them to take. A call to action can be used in social media advertisements, email campaigns, or on your website. Your CTA should be big, bold, and be able to grab your customers attention. A compelling CTA is also short, sweet, and to the point. When someone lands on your website, they should immediately know what action you want them to take whether it is to shop a sale, enter their email, or browse your newest products.

15. Above the Fold.

Content that is “above the fold” is any content that appears before the user has to scroll. So what should go above the fold on your site? Your most relevant content, as well as your H1 tag (for SEO purposes) and a call to action! If a customer lands on your site and they do not immediately know what is going on, there is a chance they will press that back button.

David President,
Design Source Media

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