Deciphering the Alphabet Soup of Industry Lingo
Does it feel like you need to crack the code before you can participate in a digital marketing discussion? There’s definitely a lot of lingo in our industry. Some terms have been around for a long time while others are new. If you are unfamiliar with these acronyms, let us help you build your digital marketing vocabulary.
SEO: Search Engine Optimization
This term is related to the visibility of your website organically through search engines like Google. When we talk about improving your site’s rankings through the utilization of keywords and higher-quality content, we are talking about SEO.
SERP(s): Search Engine Results Page(s)
These are the pages that are delivered by a search engine following a search. For example, if you search for “best pizza near me,” Google will return search engine results pages with various listings. There can be millions of results for a single search. At the bottom of the page, you can click through to additional pages to navigate deeper into the SERPs.
KPI(s): Key Performance Indicator(s)
When you discuss the goals of your campaign, you will be talking about KPIs. These are different from your overarching marketing goals—they are specific, quantifiable indicators that measure progress toward your goals.
CTA: Call to Action
Think of a CTA as the next step you want your users to take after seeing an ad or visiting your website. For example, you might want them to submit a form, click through to learn more, add a product to their cart, or contact your team. A strong CTA will be concise, creative, and entice a user to click.
CPC: Cost Per Click
In paid advertising, the CPC is the cost for every click your ad receives. Keep in mind that it is not a measurement of unique clicks. If one individual clicks on the same ad 20 times, you will be charged for 20 clicks.
CPM: Cost Per Thousand Impressions or Cost Per Mille
CPM is one of several metrics that can be used to determine the price of online ads. Using this method, you will be charged for every one thousand times your advertisement loads to a page.
CTR: Click-Through Rate
Ready for a math formula? The CTR is the number of clicks your ad receives divided by the number of times it has been shown. CTR measures the engagement of your ad and how often someone who sees your ad is actually clicking through to the landing page.
CTV: Connected TV
CTV is the term used for a television that connects to wireless Internet or has an ethernet connection. If you stream shows on Hulu, Netflix, or Disney+ through your TV, you are watching connected TV. This term is used often in conversations about programmatic advertising.
GSC: Google Search Console
Google Search Console is a free tool that allows you to monitor and troubleshoot your site’s presence in Google search results. If your site is having any issues with spam, indexing, or other errors, they will be flagged in GSC.
GTM: Google Tag Manager
Google Tag Manager is another free tool that lets you put marketing tags—usually snippets of code or tracking pixels—on your website without editing your site’s code. Google Tag Manager is essential for running retargeting campaigns and helping you track conversions.
We hope you feel better equipped for your next digital marketing conversation. What questions do you still have? Our team is here to help. Feel free to reach out at any time.