IMPRESSION: An impression (in the context of online advertising) is when an ad is fetched

from its source, and is countable. Whether the ad is clicked is not taken into account.[1] Each
time an ad is fetched, it is counted as one impression.[2]

Clicks – Number of users who click on the impressed ad to landing Page (or other action as per the ad
objective)
Click-through rate (CTR) is an incredibly important concept in search engine marketing. The
simplest definition is that click-through rate is the percentage of people who click on your ad
after seeing your ad. (In mathematical terms: CTR = 100*(Clicks/Impressions.)

Reach – Number of unique people the ad has reached to

Frequency – Average Number of times the ad has been shown to a person (Impressions/reach)

Conversions – Number of times the Goal has been met (Sales or lead form fills, etc)

Conversion Rate: The percentage of visitors who take a desired action. Compare Conversion
Rate Optimization Tools. (No of Conversions/No of Clicks)

Cost per conversion (CAC (customer acquisition cost)): is a term used in Web analytics and
online advertising to refer to the total cost paid for an advertisement in relation to the success
in achieving the goal of that advertisement. Cost per conversion is the ratio of the number of
advertisement views and the number of successful conversions (purchases, signups,
participation or whatever the objective of the advertisement is) resulting from those ad views.

Sales Funnel

Thank You Page – The page that is loaded when the ad

Call To Action (CTA) – a clickable element on a website page that promotes and redirects a
visitor to a specific action a business wants them to take, such as signing up or downloading
a resource.

Cost Per Lead - Measures how cost-effective your marketing campaigns are when it comes to
generating new leads for your sales team. A lead is an individual that has expressed interest in
your product or service by completing a goal.

Carousel Ad -

Lead Gen Ad vs Web Traffic Ad

Higher Ad real estate -> Higher CTR

UTM Tracking – standing for ‘Urchin Traffic Monitor’, this informs Google Analytics about the
path visitors follow to reach the website.

ACOS - How much you spend on advertising per dollar of revenue you make. You can also think
of ACoS as the ratio of ad spend in contrast with the target sales. Calculate your ACoS with this
formula: ACoS = Total Ad Spend / Total Sales.

Return on Investment - RoAS = Ad Revenue / Ad Spend

RoAS is the inverse of ACoS. So essentially, it’s just looking at the same metrics from a different
perspective.

GMV - GMV means gross merchandise value or gross merchandise volume, usually referring
to the total value of merchandise sold over a given period of time through a customer-to-
customer (C2C) exchange site.

Keyword Segregation

Cookies and their role in Marketing

Landing Page: In online marketing, a landing page, sometimes known as a "lead

capture page" or a "lander", is a single web page that appears in response to clicking on a
search engine optimized search result or an online advertisement.

Pay-per-click (PPC): also called cost per click (CPC), is an internet advertising model used to
direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or
a network of websites) when the ad is clicked.

Google Analytics
Sessions - The period of time a user is active on your site or app. By default, if a user is inactive
for 30 minutes or more, any future activity is attributed to a new session. Users that leave your
site and return within 30 minutes are counted as part of the original session.

Fold

Share of Voice

Average Session Duration - Average session duration' is the metric that measures the average
length of sessions on a website. Google Analytics begins counting a session once a user lands
on a site, and continues counting until the user exits the site or is inactive for a predetermined
amount of time.

Heat maps (Yandex Metrica)

Pages per session - The average number of pages a person views in a given session. This metric
is calculated by dividing the number of pageviews by the total number of sessions
New Users - a visitor who, according to Google's tracking snippet, has never been to your site
before and is initiating their first session on your site. Google's tracking snippet, which detects
browser cookies, will identify a 'returning user' if a cookie is present, and a 'new user' if a cookie
is not present.

Page Load times - The average amount of time (in seconds) it takes that page to load, from
initiation of the pageview (e.g., click on a page link) to load completion in the browser.

Indexed Pages - place where your discovered pages are stored. Once your crawling process of
site pages done, and search engines are done with analyzing the content of your pages. Finally,
Google will store all of your information in its index.

Back Links - Backlinks are referred to as referrals. So, anywhere you see 'referrals,' they are the
backlinks that you want to track. Many website owners like you have been putting in the work,
trying to build quality links.

Largest Contentful Paint (LCP): Largest Contentful Paint measures the page load speed and
marks the point when the page's main content has loaded. 2.5 seconds or faster is the optimal
page load time for your site

Time to interactive - metric measures how long it takes a page to become interactive.
“Interactive” is defined as the point where: The page has displayed useful content, which is
measured with First Contentful Paint. Event handlers are registered for most visible page
elements

Bounce Rate: is one of the simplest and most important metrics to watch for in Google
Analytics, and it stands for the number of visitors who come to your website and then
immediately leave. Hence, a visitor “bounces” from your website if they enter, do nothing else,
and then immediately hit the “back” button.
Youtube Ads
YouTube is a powerful search engine and social media platform. Video is an incredibly
popular format, and it’s no wonder marketers prioritize YouTube strategy.

Our YouTube glossary of terms includes the common words you might run across when
working in YouTube:

Average percentage viewed (APV): Percentage of your video a viewer watched before
clicking off.

Average view duration (AVD): How much of your video a viewer watched.

Cards: Popups that display on the right-hand side of the screen while a video is playing.
Creators can set the cards to be a video, playlist, website or channel.

Category: Select which category your video best falls under. Available categories are Film &
Animation, Autos & Vehicles, Music, Pets & Animals, Sports, Travel & Events, Gaming, People &
Blogs, Comedy, Entertainment, Science & Technology, and Nonprofits & Activism.

Channel: A YouTube page is commonly referred to as a “channel”.

Closed captioning/transcription: Makes videos accessible; provides minimal SEO value when
keywords (tags) are included in the transcription.

End screens: Displayed during the last 15 seconds (or less) of a video. Creators can choose
which elements to display. Possible end screen elements include video, playlist, subscribe,
channel and link.

Hashtags: Formatted like Instagram hashtags (#example), these populate above the video
title when typed into the description. Only three hashtags display above the title.

Live: Creator streams video in real-time. Can interact live with the audience via the chat
feature.

Playlist: Collection of related videos. Title and description also provide SEO value.

Retention: Similar to the average percentage viewed and average view duration, retention
refers to the percentage of your video a viewer watched.

Short: Similar to TikTok videos and Instagram Reels, YouTube Shorts are short-form videos
that are up to 60 seconds long with YouTube’s multi-segment camera.

Story: Similar to Instagram, Facebook and Snapchat, YouTube Stories are short mobile videos
that expire after 7 days. The Stories feature is in beta and available to all eligible channels
with over 10,000 subscribers. It may take up to 7 days for Stories to show up after reaching
10,000 subscribers.

Subscriber: YouTube’s equivalent of follower.

Tags: List of keywords related to the topic of video to help videos rank in organic search
results and suggested video feeds. The primary keyword should appear first in the tags list as
well as in the video title and description.
Timestamps: Formatted 0:00 (minutes:seconds), they outline a specific time in the video and
a corresponding title. When clicked, timestamps jump the viewer directly to x:xx in the video.
Timestamps help videos with chapters rank.

Title: 50-70 characters describing the purpose of the video. Ideally includes the primary
keyword (tag) and branding, if applicable.

Thumbnail: Cover image for a video that has a resolution of 1280×720 (with a minimum width
of 640 pixels). Thumbnails are uploaded in image formats such as JPG, GIF, or PNG, and must
be under the 2MB limit. Try to use a 16:9 aspect ratio, as it’s the most used in YouTube players
and previews.

View: YouTube counts a “view” when someone watches 30 seconds of your video (or the
duration if it’s shorter than 30 seconds) or interacts with the ad, whichever comes first.

Watch time: Usually calculated in hours, watch time refers to the cumulative number of
hours your viewers have spent watching a specific video. Can also be calculated for the
channel as a whole.
Creative Visual Weight
Focal points can be established with size, color, contrast, texture, etc. Anything on your page
that gets more visual weight and, therefore, is significantly different from the rest becomes a
focal point, to put it simply.

You can have several areas of interest on your page. However, there needs to be one that will
attract the most attention. Your most crucial element will be called the most dominant focal
point, and it will be on the top of the visual hierarchy.

There is an unofficial standard to use three levels of dominance:

• • The most dominant focal point – elements with the most visual weight;
• • The sub-dominant – elements of secondary emphasis;
• • Subordinate – elements with the least visual weight.

The green circle and squares are focal points. The circle is the most dominant focal
point, light green squares represent the sub-dominant focal points, while the rest
are subordinate.
Top Digital Marketing Tips

1. Optimize Your Website for Mobile

2. Research Your Competitors
3. Lengthen Your Blogs
4. Develop Email Campaigns
5. Get Personal
6. Use Remarketing
7. Tailor Content to Each Stage of the Buyer’s Journey
8. Leverage Facebook Ads
9. Remain Flexible
10. Create Visual Content
11. Partner with Micro-Influencers

Case Studies

https://www.youtube.com/watch?v=zFDgst85xLU

https://www.youtube.com/watch?v=gEI8nQD0zRg

https://www.youtube.com/watch?v=Q0iSn2alwc8

https://www.youtube.com/watch?v=A67vPmbBqHQ

https://www.youtube.com/watch?v=31UVvKEYO6k

360 Youtube videos - https://www.youtube.com/watch?v=ZSSfIlQnZb8

A

A/B testing – testing two versions of a webpage or email campaign and choosing which
performs better, also known as split testing.

Affiliate marketing – the promotion of a product or service made by a different business,

where commission is earned from each sale driven by the promotion.

Analytics - the analysis of data which is generated by the audience’s activity on websites.

Audience – who the product or service is aimed towards.

Automation –automating marketing tasks and messages across different channels regularly,
including social media posts, ad campaigns, and email marketing.

B2B – business-to-business.

B2C – business-to-consumer.

Backlink – a hyperlink from an external web page to your website, also known as an inbound
link.

Bounce Rate – the percentage of visits when a user lands on a website and then exited
without any further interactions. Typically, a good bounce rate is ideally lower than 80%.

Buyer Persona – a fictional description/representation of a business’s target audience or

client.

Call To Action (CTA) – a clickable element on a website page that promotes and redirects a
visitor to a specific action a business wants them to take, such as signing up or downloading
a resource.

Click Through Rate (CTR) –the percentage of users that saw an advert compared to how
many clicked it. This term can also be applied to search engine listings and organic social
media posts.

Conversion - the action you want visitors to perform. This could include purchases, phone
calls, or video views.

Conversion optimisation - the process of increasing the percentage of visitors to complete

your goals.

Conversion Rate - the ratio of conversions to visits, often used to measure digital
performance.

Cost Per Click (CPC) – the cost to produce a single click on a digital advertisement.
CPM - cost per thousand impressions from a digital advertisement.

Crawler - a program designed to systematically browse content on the Internet and collect
information quickly to help searchers find what they’re looking for.

Dashboard - a reporting tool which provides an insight into marketing performance by

displaying marketing analytics, KPIs, and metrics using data visualisations.

Demographics – used to segment the market and represent the characteristics of a target
audience. Refers to age, gender, income, ethnicity, etc.

Domain Authority – a search engine ranking score, it provides an insight into the website’s
credibility from a search engine’s perspective.

D2C – Direct to Consumers

E-commerce - the sale of products and services online.

Email marketing – promoting a product or service through an email, they are sent to
potential or existing customers.

Engagement Rate – a metric that measures the level of interaction that a certain piece of
content is receiving from its audience. It measures actions such as clicks and shares.

Freemium - providing a basic service to consumers at no cost, often on a ‘free trial’ basis or
having a restricted version of a service.

Frequency cap – limits the number of times an advert can be seen by the same individual
within a period of time.

Geo-targeting - advertising a product or service to consumers who are in a specific location.

H Tags – a heading tag that summarises the pages content. Optimising your H tags with
relevant keywords can be a simple way to boost your search engine rankings.

Heatmap – a visualization of data used to see where visitors interact with the web page the
most. For example, the redder or hotter an area is, the more interactions take place there.

I
Impressions - the number of times an advert is displayed.

Inbound – A marketing strategy that involves creating content that addresses what your
target audience are searching for, encouraging this audience to learn more about your
brand, products or services.

JavaScript – a programming or scripting language that is used to produce dynamic content

for a web page.

Keyword – a word, or a group of words, that a web user enters when using a search engine.

Keyword research – discovering and analysing the common words a business’s target
audience uses when using the search engine.

Keyword stuffing - using a high number of keywords in an attempt to rise in the position of
the search results page. This is now viewed as bad SEO practice, as results are often irrelevant
and hard to read. Some search engines including Google will supress the rankings of web
pages they suspect of keyword stuffing.

KPI - key performance indicator which shows how well a business is performing in order to
meet its objectives.

Landing Page – a standalone page, it’s usually the first page a business intends a user to
arrive on promoting a campaign.

Lead - a potential customer who has shown an interest in the product or service that has
been advertised.

Link building - getting relevant links from an external website back to your own.

Linkbait – a piece of content on a website aimed to gain attention and encourage those
viewing it to attract inbound links. Unlike clickbait, this is often high-quality content such as
original data or a well-researched opinion piece.

Meta Description – a HTML attribute with a description of a web page, it appears in the
search engine results pages and has a 160 character limit.

Multivariate testing – a similar mechanism to A/B testing, however, this compares multiple
variables and provides a wider range of information.

N
Navigation – the links within a website that interconnect the pages together in order for
users to easily find web pages.

Organic Listings – an unpaid listing that is shown on the search engine as it is related to the
keywords that have been searched.

Paid Listings - adverts that appear on search engines, generally at the top, are paid positions
within Google. The advertiser will be charged by Google every time someone clicks onto the
ad.

PPC – pay per click, an advertising system which advertisers pay for users to click on their
advertisements.

Query - another term for a keyword, the words users type into a search engine to get a result.

Reach – the amount of people that have seen an advert or piece of content.

Remarketing – connecting with those who have previously interacted with a website, for
example, strategically showing ads to this audience.

Search Engine Marketing (SEM) - a form of advertising that allows you to bid for your
advertisement to show along with search results for keywords that people are typing in.

Search Engine Optimisation (SEO) – the practice of making changes to web pages, content
and the promotion of that content to improve visibility in an organic way.

SERP - search engine results page.

Session - interactions which take place on a website within 30 minutes.

Traffic Acquisition - the process of attracting visitors to the website or other digital platforms.

UTM Tracking – standing for ‘Urchin Traffic Monitor’, this informs Google Analytics about the
path visitors follow to reach the website.

V
Value Proposition - a summary of why a potential customer should choose the product or
service being promoted.

Viral marketing - a technique where consumers are encouraged to spread information about
a product or service.

Web design - the design process of a website.

Web hosting - an internet hosting service that provides access to a website and stores its
files.

Wireframe - the illustration and layout of a web page, usually only the lines and vertices are
shown.

XML Sitemap - a file that lists information about what is featured on a website, such as
images and videos.

Zero-Click Queries - a search engine query from an organic search result, which does not
send you to a third-party website. Features such as Google’s Knowledge Panel, Featured
Snippet, and Direct Answer can result in users finding what they’re looking for without
leaving the search engine results page.