Digital Glossary
A/B Testing
A/B testing is when you run 2-3 similar ads to see which variation performs best. Testing combinations of images and copy will provide insight into audience engagement, which you can use in future campaigns.
Above the fold
“Above the fold” is any content that appears on a webpage before the user has to scroll down. Due to its high visibility, this is where you should place the content that is most important to achieving your business goals.
Account based marketing
Account Based Marketing is a tool that allows B2B marketers to target specific customer and prospect accounts through personalized advertising. From selecting accounts to reviewing results, marketing and sales must work closely together for the campaign to reach its full potential.
Bounce rate
Bounce rate is when a user visits your website and then bounces off, or leaves your site before interacting further with your site. If your bounce rate is high, that is an indication that you need to make some adjustments on your website. Learn more about bounce rates.
Breadcrumbs
Breadcrumbs are a navigation trail that allow you to see where the current page is in the overall structure of the website.
Chatbot
A chatbot is a plug-in designed to simulate conversation with website users to help or direct inquiring web users.
Geo-cookie
A geo-cookie is information that is collected about a user’s location and saved as a cookie for future ad targeting.
Geofencing
Geofencing is setting a virtual fence around a specific geographical location. The IP addresses of the individuals in the location are then captured and served display ads. Geofencing can be used in a variety of situations, for example, geofencing a specific trade show allows brands to display ads to a large audience all with a shared interest.
KPI
KPIs, or key performance indicators (KPIs) are measurable values that determine how well you are achieving key business objectives. Common KPIs include click through rate, engagement rate, bounce rate and so on. The KPIs you select will be dependent on the overall goal of your campaign. Learn more about KPIs.
Remarketing
Remarketing is a tactic used to get customers back to your site to complete a desired action such as adding an item to a cart, filling out a form, or making a call. Have you ever been shopping online and then notice the same item you were looking at pop up on social media or a website as an ad? That’s remarketing.
SEM
SEM or Search Engine Marketing is the process of increasing your website’s visibility in search engine results primarily through paid advertising. Learn more about SEM.
SEO
Search engine optimization or SEO is the organic way to move your site up in search engine rankings. When consumers search for your product or service, you want your website to be first in the Google search results. SEO tactics include selecting keywords, optimizing web pages, writing blogs and acquiring backlinks.
Snackable
Snackable is a term used to describe short, sweet and incredibly filling content. As attention spans decrease, bite-sized content is a better approach for grabbing the attention of your audience.