In our previous post, we mentioned how all the acronyms, terms and abbreviations being thrown around in the digital marketing world can get confusing. Are you still trying to figure out what CTR has to do with PPC in a B2C market? Or maybe you’ve heard the term “UX” thrown around in conversation, but you’re too afraid to ask what it means at the risk of sounding uninformed. (No, it isn’t a term for a new extreme sport.) If so, you’ve come to the right place.


They say there are no stupid questions, but no one likes the idea of embarrassing themselves in conversation. Instead, you can expand your knowledge by reading our list, and maybe even drop some knowledge on your colleagues. While this isn’t a full list of all the terms and abbreviations out there, we’ve listed 20 useful ones to get you started on your quest for knowledge. May the force be with you.
1) A/B Testing

Also known as split testing, this is the process of comparing two variations of a single variable to determine which one performs better to improve your marketing efforts. Some popular examples: Email marketing (with variations in the subject line or copy), Landing Pages (with variations in content), and with Search Engine Marketing (testing two ads against one another to see which receives a higher click through rate).


2) Algorithm

Formally defined as a process or set of rules to be followed in calculations or solving a problem, in terms of marketing, an algorithm is used by a search engine to evaluate your website. It greatly impacts your website’s rank in the search engine results pages (SERPs). An algorithm can reward sites that provide relevant information for users, but it can also penalize your site if you’re using sketchy tactics to try and build traffic.


3) B2B (Business-to-Business)

An adjective used to describe companies that sell to other businesses. For examples, Salesforce and HubSpot are primarily B2B companies.


4) B2C (Business-to-Consumer)

An adjective used to describe companies that sell directly to consumers. For example, Amazon and Starbucks are primarily B2C companies.


5) Bounce Rate

There are two main kinds of bounce rate. Website bounce rate is the percentage of people who land on a page on your website and then leave without clicking on anything else or navigating to other pages on your site. A high bounce rate means no one is staying on your site long enough to read your content or convert on a landing page. Email bounce rate is the rate at which an email was unable to be delivered to a recipient’s inbox. A high bounce rate in this case may mean that your email list is out-of-date or includes invalid email addresses.


6) Call-to-Action

A call-to-action is a text link, button, image or web link that encourages a website visitor to visit a landing page and become a lead. It can also come in content form. For example, lines like “subscribe now” or “request a quote today” are considered a call-to-action. Essentially, it’s the bait that hooks the fish. The more enticing the bait, the bigger the fish.



CAN-SPAM stands for “Controlling the Assault of Non-Solicited Pornography and Marketing.” It’s a U.S. law that was passed in 2003, and establishes the rules for commercial email and commercial messages, giving recipients the right to have a business stop emailing them. It also outlines the penalties incurred for those who violate the law. This is why businesses are required to have an “unsubscribe” option at the bottom of every email.


8) Cookie

Sadly, not the dessert. In this context, a cookie is a small text file on a user’s PC. It identifies the user’s browser, and allows usernames to be stored so websites can personalize their offering. In short, a cookie provides a way for websites to recognize you and track your preferences. Have you ever had an ad for shoes you looked at online follow you from website to website? You can thank the cookies in your browser for that.


9) Conversion Rate

This is the percentage of people who completed a desired action on a single web page. For example, filling out a form. If your pages have a high conversion rate it means they are performing well, while pages with low conversion rates are performing poorly.


10) CPC (Cost Per Click)

CPC is typically associated with search engine marketing (SEM), also known as paid search advertising. It refers to the actual price you pay for each click you receive on an online ad. You only pay when the ad is clicked, not when it is viewed.


11) CPM (Cost Per Thousand)

CPM is a standard unit buying or selling internet advertising. The “M” in CPM is the Roman numeral for 1,000. In this case, it stands for 1,000 advertising impressions or views. For example, if a website publisher charges $2.00 CPM it means an advertiser must pay $2.00 for every 1,000 impressions of its ad. If you want to figure out what it costs you to reach each individual viewer of an ad, you divide the CPM rate by 1, 000.


12) CTR (Click-Through-Rate)

This is the percentage of your audience that advances by clicking through from one part of your website to the next part of your marketing campaign. It’s commonly used to measure the success of an online advertising campaign and email campaigns. As a mathematic equation, it’s the total number of clicks that your page or call to action receives, divided by the number of opportunities that people had to click (page views, emails sent, impressions, etc.).


13) Keywords

These are the words or phrases that are relevant to your website and business. These are the topics that webpages get indexed for in search results by engines like Google, Yahoo, and Bing. When choosing keywords, you’ll want to ensure that the keyword has a significant search volume and that it aligns with the audience you’re targeting. Keywords are used in both Search Engine Marketing (SEM) and Search Engine Optimization (SEO). Long-tail keywords consist of a phrase that contains at least three words, and are especially useful for targeting niche demographics.


14) KPI (Key Performance Indicator)

A type of performance measurement that shows whether a company is achieving their key business objectives. Marketers look at KPIs to track progress toward marketing goals. To be successful, marketers should be constantly evaluating their performance against industry standard metrics. Before you construct a KPI, you want to have a clear understanding of the results you want to achieve.


15) Landing Page

A landing page is a website page that contains a form used for lead generation. This page revolves around a marketing offer, such as an eBook or webinar, that is provided in exchange for visitor information. It can also act as a bridge between your ad and your website, helping guide a potential customer on the journey from casual browser to serious buyer, encouraging the user to take a specific action, instead of being dropped unceremoniously onto your website with no guidance. A landing page is the gatekeeper of the conversion path, and can make or break a website visitor from becoming a lead. Remember: Good landing pages = more leads.


16) PPC (Pay Per Click)

The amount of money spent to get a digital advertisement clicked. Also, an internet advertising model where advertisers pay a publisher (usually a search engine, social media site, or website advertiser) a certain amount of money every time someone clicks on their ad. In terms of search engine or PPC marketing, an ad can be displayed on a search engine result page (SERP) when a user searches with a keyword that is relevant to the ad and matches the advertiser’s keyword list. This list is submitted to the search engine ahead of time. The advertiser will only pay when a user clicks on the ad.


17) ROI (Return on Investment)

ROI is usually expressed as a percentage, and is used to evaluate the efficiency and profitability of an investment. The formula for ROI is as follows: (Gain from Investment minus the Cost of Investment) all divided by (Cost of Investment). If ROI is negative, then that initiative is losing the company money. As a marketer, you’ll want to measure the ROI on every tactic and channel you use.


18) SEM (Search Engine Marketing)

This is a form of internet marketing that promotes websites by increasing their visibility in search engine results pages (SERPs) through paid advertising. Often referred to as PPC advertising or paid search advertising, these are paid listings that utilize the major search marketing platforms: Google AdWords, Bing Ads, and Yahoo Search Ads. You can learn more about the benefits of SEM on Google AdWords here.


19) SEO (Search Engine Optimization)

SEO consists of techniques that help your website rank higher in the organic search results via search engines like Google, Yahoo, and Bing. This can make your website more visible to people who are looking for your brand, or a specific product or service you offer. There are multiple components to improving the SEO of your website pages. We go through some of them here.


20) UX (User Experience)

User experience encompasses the overall experience a customer has with a business, from their discovery and awareness of the brand all the way through their interaction, purchase, use of a service or product, and even the advocacy of the brand. To deliver great customer experience, you need to put yourself in the shoes of the customer. Think about what would appeal to them in terms of your product or service.



Now go out into the world and share your newfound knowledge.

Looking for more ways to improve your marketing strategy? Feel free to contact us! We’re always here to help.