Summary of 79+ most important terms in Digital Marketing

In the era of increasingly widespread digital technology power, Digital Marketing is currently developing strongly and promises to explode even more in the future. There is no denying that digital marketing is a key marketing strategy that no business can ignore.

Whether you are new to marketing or have experience in the Digital field, the most basic thing is to master Digital Marketing terminology.

Below is a list of the most popular and commonly confused Digital Marketing terms in 2021 that any Marketer needs to know to lead the online business trend.

1. What is Digital Marketing?

In simple terms, Digital Marketing is a term that refers to marketing activities based on digital platforms.

Digital marketing campaigns are a combination of search engine optimization (SEO), search engine marketing (SEM), Content Marketing, Influencer Marketing, Social Media Marketing, Email Marketing, Display Advertising, E-books, Games. Digital Marketing also extends to non-Internet channels such as television, Mobile (SMS and MMS),…

Marketing on digital devices, whether connected to the internet or not, is the basic feature to distinguish between Digital Marketing and Online Marketing. Online Marketing or Internet Marketing is a branch of Digital Marketing, it only transmits messages when customers connect to the internet.

• See more: What is Digital Marketing??

To help you learn more about digital marketing, Adsmo will divide the terms in Digital Marketing into 6 categories to help you follow more easily.

• Basic general terms
• Website
• SEO
• Social Media
• PPC Advertising
• Display Advertising

2. Basic General Digital Marketing Terms

2.1 Analytics

Is the process of collecting, analyzing and reporting information. Data is pulled from online touchpoints (such as website, direct channel, organic and paid channel), analyzed for insights and trends, and then provided to marketers to implement strategies.

2.2 Bounce Rate

Bounce Rate is a term used to analyze website traffic. Bounce Rate represents the percentage of visitors who enter a website and leave instead of continuing to view other pages on the same website.

2.3 Call to Action

A call to action is a part of an advertising message that encourages users to take a certain action such as sign-up, buy now, call now, subscribe, learn more, install now…

2.4 Click Through Rate (CTR)

Click-through rate is the ratio of users who click on an ad to the number of times that ad is displayed, calculated as the number of clicks / number of impressions.

2.5 Conversion rate (CVR)

Conversion rate is the percentage of users who have converted compared to the total number of clicks. CVR = conversions/clicks.

2.6 Landing Page

Is a single web page, focused on a certain content to persuade users to perform a specific conversion goal such as filling out a form, making a purchase, signing up for a newsletter.

2.7 Lifetime Value

Is the estimated total revenue a customer contributes to the business over their lifetime. This is an important metric to track consumer experience.

2.8 Persona – Ideal Buyer

A model representing an “ideal” user/customer for a business’s products and services. Persona helps businesses know who their potential customers are.

2.9 Return on ad/ advertising spend (ROAS)

Is the return on advertising spend, that is, how much money you earn for every dollar spent on advertising. ROAS = revenue from running an advertising program/cost spent on implementing the advertising program. ROAS is one of the main KPIs to determine the effectiveness of a campaign.

2.10 Return on investment (ROI)

Is the ratio of profit earned compared to investment costs. ROI can be calculated in 2 ways, depending on how the company considers the costs involved. ROI = revenue / advertising costs or ROI = revenue / (advertising costs + additional costs / related costs).

2.11 Target Audience – Target customers

Is a group of users with the characteristics of an ideal customer that the business wants to target. They are people who have a need for the product and are able to pay for it. Target customers include real customers and potential customers.

3. Website design and development terminology

Website is the essential foundation and focus of Digital Marketing. From the main source of information, the Website, marketers will conduct other activities on social networks. This is also the place to create user experiences with the ability to interact and convert. This means that whether customers know the business through Email Marketing, online advertising or social networks, the final address is always the website – where the products and services that the business provides are stored.

3.1 Blog

Short for weblog, it is a form of online diary. Bloggers (bloggers), who can be individuals or groups, post information online on any topic, usually related to personal experience or opinion, mainly providing information on selected topics, unlike traditional newspapers.

3.2 Conversion Form

This is a form that businesses will use to collect information from website visitors. Conversion Form is a micro-conversion that leads to a macro-conversion, converting visitors into potential customers, such as signing up for a newsletter.

3.3 CSS

Stands for Cascading Style Sheets, style sheets used to describe the presentation of documents written in HTML and XHTML.

3.4 Hosting

Is a service that stores web pages on a server connected to the Internet.

3.5 HTTP/S (HyperText Transfer Protocol/ Secure)

Is a protocol that combines the HTTP protocol and the SSL or TLS security protocol, allowing secure information exchange on the Internet. HTTPS protocol is often used in sensitive transactions that require high security.

3.6 Javascript

Is a programming language that allows you to implement complex features on websites such as dynamic content, multimedia control, animations, etc.

3.7 Web navigation

Is the process of navigating users between pages on a website. Simply put, on a website, Web navigation is the navigation bar (Menu).

3.8 Responsive Website

Is a website designed with an interface, layout, and content that is elastic and suitable for all devices such as desktops, laptops, tablets, smartphones, and all screen resolutions, maintaining consistent and aesthetically pleasing content display on all resolution modes.

3.9 Registrar

Is a domain name administrator, usually organizations and corporations that distribute domain names according to domain name extensions.

3.10 Response Codes

Response codes are returned regarding the status of a web page when a search engine or visitor makes a request to the server. Some common Response Codes are:

• 200 (Ok): The server processed the request successfully.

• 301 (Permanent Redirect): The requested web page has been permanently moved to a new address.

• 302 (Temporary Redirect): This code simply indicates that the server is temporarily moved to a new address and the user should continue to access the old address.

• 404 (Not Found): The server cannot find the requested page.

• 500 (Internal Server Error): The server encountered an error and could not complete the request.

3.11 Staging Site

A hidden copy of your live site where you can test changes or new features to make sure everything works properly before deploying it to your publicly accessible site.

3.12 SSL (Secure Sockets Layer)

Is the standard technology for establishing a secure HTTPS connection.

3.13 Wireframe

A wireframe is the skeleton of your website, a blueprint for the design of your website at the structural level. wireframe includes function, structure and content. Wireframe is used in the process of establishing the basic structure of the website before visual design.

4. SEO terminology

SEO (Search Engine Optimizer) means search engine optimization. SEO is an important tool for businesses when implementing Digital Marketing campaigns through search engines such as Google, Bing, etc. The higher your website ranks, the higher your chances of reaching potential customers online through search. SEO often goes hand in hand with Content Marketing.

4.1 Anchor Text

Anchor text is the visible, clickable characters of a hyperlink. In today’s browsers, it is usually blue and underlined. Anchor Text is used to link one web page to another.

4.2 Alt Text/ Alt Tag

Alt Text stands for Alternate Text, also known as Alt attribute or Alt description. This is an HTML attribute to describe certain elements on the page that users cannot read.

Image Alt tags help search engine crawlers understand what your image is about, thereby returning the most relevant search results.

4.3 Click (Organic Search)

Recorded when a user clicks on an unpaid search result. The results of
Organic Search are strictly calculated by the algorithms of search engines and are not paid.

4.4 Domain name

A domain name is the name of your website (www.yoursite.com). It is the address that when typed into the URL bar of a browser, Internet users can access your website. Or simply put, your website is a house, the domain name is its address.

4.5 Domain Authority (DA)

Is the authority of a website, developed by Moz, used to predict the ranking ability of a website on search engines (SERPS). DA has a scale of 0 to 100, the higher the score, the higher your website’s ranking. DA is calculated through the number of links to the website and the quality of those links.

4.6 Headings

Are heading tags presented as H1, H2 tags. H3, H4, H5, H6 to optimize the website and emphasize the content of the article. This text is presented in a larger and bolder font than other text on the website to attract attention.

4.7 Impression (Organic Search)

Is a statistical index, showing the number of times users see a link to the website on natural search results, whether it is a text, image or video link.

4.8 Inbound Link

Also known as Backlink, are links pointing back to your website. You can attach your web address to other web pages using anchor text, image links, or naked links. A link from another website to yours also improves your search engine rankings, especially if those pages are reputable and have a lot of traffic.

4.9 Internal Links

Internal links are links between pages on the same website, such as from your home page to your product pages. They are used for navigation.

4.10 Indexed Pages

This is the total number of pages on your website that have been indexed by search engines. This means that search bots have accessed, analyzed and saved parameters such as title, description, keywords into its database of websites.

4.11 Keyword

Keywords are words, phrases or characters that users type on Search Engines to search for a certain content. In SEO, businesses should choose the right Keyword to optimize the website and attract visitors who have searched for those keywords.

4.12 Link Building

Link building is the activity and process by which a website receives many good/quality links to improve its ranking on search engines.

4.13 Long Tail Keyword

Long tail keywords are keywords that are not popular or not searched for much, usually two or more words long. Small businesses should target long tail keywords first, because they have a low difficulty but still ensure traffic from users looking for accurate information about a product or service.

4.14 Meta Description

Is a short description of the content of a web page, limited to 160 characters. Meta Description is usually displayed on search engine results pages, below the page title and URL.

4.15 Meta Keywords

Is the keywords attribute of the Meta tag located in the head section of the website’s HTML code. It is used to provide additional information to search engines about the content of the web page.

4.16 Meta Title

Is the title tag of a web page, displayed at the top of the browser window and search results pages along with the Meta Description. The Meta Title should be short, concise and contain keywords related to the topic of the website.

4.17 Nofollow

Are links with the HTML tag rel=“nofollow”. The Nofollow tag tells search engines not to let bots follow those links. Nofollow links do not count towards PageRank, so they do not affect a website’s ranking on search engines.

4.18 Page Authority (PA)

Is an index developed by Moz, used to measure the reputation and trustworthiness of each individual page on search engines (SERPS). PA has a scale of 0 to 100, the higher the score, the higher your website’s ranking. PA can predict the ability of a specific page to reach the top on Google.

4.19 SERP (Search Engine Results Page)

Search engine results pages are pages displayed by search engines in response to searcher queries. The main component of a SERP is the list of results returned by a search engine in response to a keyword query, the pages may also contain other results such as advertisements.

4.20 Sitelinks (Organic Search)

These are internal links to subpages of a website, displayed below the page address in search results to help users navigate the website. Webmasters cannot add Sitelinks, they are automatically selected by Google’s algorithm. Google will display up to 6 links below the URL.

4.21 Social bookmarking

Allows users to bookmark and share websites on social networks, helping Internet users store, manage and search for those website addresses. Links to your website from websites marked on social networks are a sign to crawlers that your website content is useful to everyone, helping to increase website traffic and push keyword rankings.

5. Social Media Terminology

The main goal of Social Media is to increase brand awareness and build social trust. Social networks help businesses connect and listen to customers, thereby improving and enhancing customer experience. When diving deeper into social media marketing, businesses can use it to reach potential customers or even turn it into a direct sales channel.

5.1 A/B Test

A/B Test is a method of researching user experience. Businesses will run and compare two versions of a website or application to measure performance and find out which version works better. A/B Test is often used in social media advertising, landing page copy, calls to action,…

5.2 App Installs Campaign

This is a type of campaign that encourages users to install an app.

5.3 App Re-Engagement campaign

This is a campaign that focuses on attracting existing users to open and update the app.

5.4 Audience Network

This is an advertising display network for mobile social networking platforms, allowing partners to advertise on third-party websites and apps.

5.5 Brand Awareness – Brand Awareness

Brand awareness is the degree to which customers can remember or recognize a brand. Brand awareness is a very important issue in consumer behavior research, advertising management, brand management and strategy development.

5.6 Branded Hashtag Challenge

This is a form of marketing that is only available on TikTok. Where users are encouraged to post videos of themselves using a brand’s products or simply taking on a branded challenge.

5.7 Campaign Budget Optimization (CBO)

Campaign Budget Optimization allows Facebook to use your campaign budget and automatically distribute it to the top-performing ad sets.

5.8 Conversion Tracking – Conversion Measurement

A tool that allows businesses to monitor and measure customer conversions after they view or interact with an ad.

5.9 Creator Marketplace

Is a platform on TikTok that provides in-depth analytics about content creators and allows businesses to collaborate and produce content with them to increase awareness and attract new customers.

5.10 Custom Audience

Custom Audience is a list of people who have interacted with your business.

5.11 Daily Budget

Is the daily budget you are willing to spend on each ad each day.

5.12 Earned Impressions

The number of times an ad or post is viewed.

5.13 Engagement

User interactions with a post or ad that are not paid for. Engagement metrics include likes, shares, clicks, comments, and video views on Facebook, Instagram, and TikTok. Or retweets, replies, and favorites on Twitter. On Linkedin, it includes content that is clicked, liked, commented on, or shared. On Snapchat, it’s opens, swipes, screenshots, and direct messages. And pins, repins on Pinterest.

5.14 Engagement Rate – ER – Engagement Rate

The rate at which users interact with a post or advertising campaign. ER = total number of interactions / number of impressions.

5.15 Followers Campaign

Is an advertisement with the goal of increasing the number of followers on the promoted account.

5.16 Hashtag

Words/phrases that start with the symbol “#”. Clicking on it will take you to articles that use this word/phrase.

5.17 Influencer marketing

Is a method of collaborating with influential people on social media to increase brand awareness or market a product.

5.18 In-Stream Ad

In-stream advertising, which can appear before, after or during a video.

5.19 Lead Generation – Building potential customers

Is too The process of attracting and making the target audience provide information to you. The main goal is to convert customers from strangers to people interested in the products and services of the business.

5.20 Lifetime Budget – Lifetime Budget

The budget that the business wants to spend during the duration of the campaign.

5.21 Macro-Influencers

Influencers who are big, often trend-setters, and have between 100k and 1 million followers.

5.22 Mega-Influencers

Influencers with the highest influence, with over 1 million followers.

5.23 Micro-Influencers

Influencers with 10-100 followers thousands.

5.24 Reach

The number of people who have seen your ad at least once.

5.25 Social Listening

When a marketer is tracking and analyzing what customers are saying about their brand on social media.

5.26 UGC – User Generated Content

User-generated content helps businesses measure the impact of their social media campaigns. information.

6. PPC Advertising Terminology

PPC advertising is a way for businesses to reach internet users through paid ads on Google, Bing, Linkedin, Twitter, Pinterest, Instagram, Tiktok, Facebook. Thanks to this form of advertising, small brands can reach customers more easily.

6.1 Ad Rank

Is the ranking position of ads on Google. Ads with high rankings will be placed in the top position. Ad Rank is calculated based on CPC bids and quality scores.

6.2 Auction Insights

This is a tool that allows businesses to compare the effectiveness of their ads with other advertisers participating in the same auctions. From there, businesses can make decisions on appropriate bidding strategies and budgets.

6.3 Bid Strategy – Bid Strategy

This is a way to set the bid type to pay for viewers interacting with your ads.

6.4 Bing Ads/ Microsoft Ads

Is an advertising channel that allows businesses to place ads and reach potential customers through the search engine results page of Bing, Yahoo, AOL.

6.5 Cost per Click (CPC)

Is the cost for each click on the ad. In which the advertiser will not pay for views, and only pay when users actually click on their ads.

6.6 Display URL

The display URL appears in your ad, usually in green. This type of URL tells users where they’ll go after clicking on your ad. You can customize it to increase brand awareness, customer trust, and conversions.

6.7 Dynamic Search Ads (DSA) – Dynamic Search Ads

DSAs use Google’s native web crawling technology to find customers who are searching for exactly what your business offers. DSAs are ideal for businesses with well-structured websites or large product inventories.

6.8 Headline

Is the ad title, about 30 characters long. Headlines are large, blue, and are the first thing searchers read when they see your ad.

6.9 Impression (Paid Search)

The number of times your ad appears in search results.

The percentage of times your website ad is actually shown compared to the total number of times your website ad could be shown.

The word/phrase that people search engine. Advertisers can bid on these phrases to have their ads displayed in the results pages.

6.12 Pay Per Click

PPC is a form of advertising in which users pay based on the number of clicks they receive. It can be understood that with PPC paid advertising campaigns, CPC is the fee you will have to pay for each click and advertisement.

6.13 Remarketing

Allows advertisers to display ads to users who have visited your website but have not completed the desired conversion such as ordering, registering for membership, etc.

6.14 Responsive Search Ads – Responsive advertising

This is a type of display advertising that can automatically adjust the size, format, and display to fit the ad space on the display network.

6.15 Shopping Ads

Google Shopping Ads are a form of shopping advertising on Google, where shoppers can see product information such as product images, prices, and business names. They are set up using product data that you submit to Merchant Center and are displayed to users who are searching for the types of products you advertise.

7. Display Advertising Terminology

Display Advertising (Display Ads) is an advertisement that displays images or text on a specially designed area of a website or social network to market a product or service.

7.1 Ad Exchange

As a digital advertising exchange, this is where buyers (Advertisers) and sellers (Publishers) conduct digital advertising (Inventory) trading automatically, usually through real-time auctions, supported by RTB technology.

7.2 Connected TV (CTV)

It can be simply understood as a TV connected to the internet. Unlike traditional TVs, CTVs include Smart TVs, Apple TVs, devices like Tivo and Roku, or even X-boxes and PlayStations game consoles. Connected TV helps businesses reach their target audience through the big screen.

7.3 Data Management Platform (DMP)

Is a platform that stores audience data from many different sources such as online, offline, mobile, etc. Based on this data, businesses have insights about their customers.

7.4 Demand Side Platform (DSP)

Is a platform that advertisers use to buy automated advertising. DSP helps advertisers buy inventory from many sources such as Ad Exchanges, Ad Networks,…

7.5 Native Ads

This is a form of paid advertising but is more optimized for user experience. Because it resembles regular content, it is difficult for users to recognize this as an advertisement.

7.6 Over The Top (OTT)

These are applications and audio and video content provided on the Internet platform, users do not have to depend on cable or satellite providers.

7.7 OTT Box

Is the center for users to connect to OTT services. It works like a mini computer with all the necessary specifications, connections and applications to watch on TV such as FPT Play Box, Apple TV,…

7.8 Programmatic Advertising – Programmatic Advertising

Is the automated process of buying and selling advertising space on digital platforms to get the best advertising placement in the fastest time and at the best price. Programmatic Advertising is sold through advertising exchanges.

7.9 Real-Time Bidding (RTB)

Is a form of buying and selling online advertising impressions based on real-time auctions. This means that Ad Buyers will conduct an auction to decide which ads are displayed at the time the user is accessing the website.

7.10 Supply Side Platform (SSP)

Is a technology platform for Publishers to manage, sell and optimize inventory automatically and effectively.

Although the article cannot provide all the terms in Digital Marketing, hopefully with the 79 important terms above Adsmo will help you gain more knowledge and better understand this form of Marketing to develop your current and future online business.

If you have any problems with Digital Marketing that need advice, do not hesitate, contact us immediately for more information.