66 Digital Marketing Terms & Definitions for Small Business Owners

As many of you know, one of the main goals we have at 610 Digital is to keep our client base well informed and educated on digital marketing trends. This allows us to speak with our clients and have them better understand what we are telling them and help to decipher monthly PPC reports and such.

We've put together a list of 66 digital marketing definitions that cover the basics, Google Ads and Analytics, lead generation, to name a few. We hope you take the time to become familiar with most of these terms and if you have any questions or you don't see a term and definition on this list that you'd like to learn more about, please fill out the contact form and we will we get back to you and add them to this list.


Digital Marketing Terms You Should Know

A/B Split Testing: a method in marketing research to test the results between two different marketing strategies (e.g., ad copy, email subject line, images) in order to improve the effectiveness of the final strategy. Some important variants to test are:

Ad Extensions: a Google Ads feature that shows additional information in your top placed ads such as,

Banner ad: a graphical web advertising asset that can be shown across various websites. Multiple size dimensions can be created but the common sizes are:

Above the fold: the section of a webpage that is visible without scrolling.

Backlink: This is a link that directs users from another website to your page and is a part of SEO Linkbuilding. Collecting quality backlinks is one of the facets of search engine optimization (SEO), as they are one of the determining factors of a page’s relevancy, popularity, and/or importance.

Bounce Rate: The percentage of visitors to your website that leave without visiting more than one page of your site. For example, if 100 people visit a website, and 50 of them immediately leave, the website has a bounce rate of 50%. Websites aim to have as low of a bounce rate as possible, and averages tend to be anywhere between 40-60%.

B2B (Business to Business): business that sells products or services to other businesses.

B2C (Business to Consumer): business that sells products or services to the end-users or consumers.

Backlink: This is a link that directs users from another website to your page. Collecting quality backlinks is one of the facets of search engine optimization (SEO), as they are one of the determining factors of a page’s relevancy, popularity, and/or importance.

Blog: A website or page where content is uploaded regularly featuring articles, opinion pieces and news relating to the company or individual that contributes to it.

Buyer's Journey: the process a lead goes through in order to go from awareness to decision. A new lead has to pass through three stages—Awareness, Consideration, and Decision—in order to be ready to be sold. (See Lead Funnel, TOFU, MOFU, BOFU)

Call to Action (CTA): A word or phrase to promote an immediate response from your customers. The action could be to click a link, fill out a form, subscribe to an e-newsletter, or make a phone call.

Call Tracking: The ability to track how many calls your business received as a result of your Google Ads campaigns. You need to enable a Google Forwarding Phone Number in order to effectively leverage Call Tracking. 610 Digital recommends CallRail for your call tracking efforts.

Campaign: The structure within Google Ads that contains your ad groups and keywords, plus all necessary settings for the campaign, such as, budget, locations, time of day and other targeting settings. You can have one or many campaigns as part of your ads account.

Click (Ad Clicks): the number of times users clicked on a digital ad and landed on your website

Click-through: the process of clicking on an online advertisement leading to the advertiser’s intended destination.

Click-through rate (CTR): The average number of click-throughs per hundred ad impressions, expressed as a percentage (CTR = Clicks / impressions X 100)

Contextual advertising: a method of advertising based on the content of a web page.

Conversion rate: the percentage of website visitors who that do what you want them to do, whether it’s signing up for your free offer, calling you or buying from you. For example: You have an ad running to get people to visit a landing page about your services and have a form on that page. 1,000 people see that ad and click but only 130 filled out the form. The ad resulted in a conversion rate of 13%.

Cost per action (CPA): online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

Cost per click (CPC): online advertising payment model in which payment is based on the number of click-throughs.

Cost per lead (CPL): online advertising payment model in which payment is based on the number of qualifying leads generated.

Customer acquisition cost: the cost associated with acquiring a new customer.

Display Ads: Ads on a display network which include many different formats such as: images, video, and audio. Also commonly known as banner ads, these are the advertisements that are seen around the web on other websites like news, blogs and social media.

Drip Campaign: Used in a marketing automation and lead nurturing strategy and is a series of events that slowly or quickly move a lead through a company’s lead nurturing process. A workflow could be a set number of automatic emails that are sent to prospects that take different actions, such as viewing a pricing page or scheduling a free consultation. Other uses could be a five part onboarding series, a welcome series, etc.

Google Ads (AdWords): A Google owned program that is used by advertisers to place ads on Google search results pages, on YouTube, and on Google ad network sites. Google Ads is the primary platform for PPC advertising. 610 Digital provides Google Ads management and account audits, learn more.

Google Analytics: A Google platform that allows you to collect statistics and data about website visitors. You can see from where the traffic comes from, the behavior of the user on the site and any conversions & goals that have been set up.

Google My Business: The platform on which businesses can input information to appear in the search results, map packs, location searches, and more. Name, address, phone number (NAP), website link, hours of operation, reviews and more can all be managed through this tool. GMB is crucial to local SEO campaigns, and is directly related to location-based searches. Get started with optimizing your GMB listing.

Google Search Console (formerly Webmaster Tools): Search Console is a free tool for webmasters and site owners. Within the tool are several areas that include data on how a site is performing in search. Search Console differs from Analytics – it does not measure traffic, it measures a site’s visibility on search pages, and indexability by Google crawler bots.

Geo-targeting: detecting a website visitor’s location to serve content or advertisements relative to the location in question.

Headline: The first line of your image, text, and search ads. This is the first thing people will see, so make sure it not only draws people in but also gives people an idea of what you are promoting/offering. Expanded Text Ads give you two headlines in your text ad (H1 and H2) with up to 30 characters in each.

Impressions (Impr.): a key performance metric that tells you how many times a single instance of an online ad has been shown on the Search and Display networks.

Impression Share: this metric refers to the percentage of times viewers have seen an advertiser’s ad, in relation to the total possible amounts that ad could have been seen. If an ad campaign’s impression share is 70%, then the ads showed 70 out of 100 possible times.

Inbound link: a link from a site outside of your site that comes back to your site.

Inbound marketing: a marketing strategy where clients are encouraged to find and purchase a product or service on their own initiative through supporting content. Sometimes referred to as organic traffic or SEO traffic.

Keywords: a word or several words (long tail)  used by people when searching for something online. Keywords are also the words targeted when writing online content for your blog and web pages to give them an SEO keyword focus.

Keyword Match Type: different setting for each keyword to control how closely the search term must be to the keyword in order to trigger your ad.

Landing Page: The web page your audience lands or ends up on when they enter your website from clicking on an ad, visiting from an email, or a social media link. A typical landing page consists of well-written copy, images or videos and a conversion form. It's best to remove other links and menus from a landing page so that the visitor has one thing to do -- convert on the form or call-to-action.

Lead Funnel: is the pathway and the series of steps that a lead has to cross, right from being just another lead, to an interested prospect, to a hot opportunity to finally becoming a paying customer. There are three main sections of a lead funnel:

Lead Generation: the process for acquiring new leads. Online lead generation is done by providing valuable content to website visitors in exchange for their contact information. Tactics used to drive potential leads could be PPC ads, Social Ads.

Lead Magnet: Or content offer, is what you provide in exchange for information from your website visitors in order to turn them into a lead. A content offer can be an ebook, guide, white paper, or webinar that is given to a visitor after they provide you with some details, such as name, email, and business name.

Lead Nurturing: When a visitor turns into a lead on your website they are most likely not ready to buy. Lead nurturing is providing those initial leads with valuable information about your industry or product until they are ready to purchase. By caring for your leads you develop the relationship and show that you care. (See Drip Campaign, Lead Funnel)

Link Building: is the act of increasing the number outside sites linking back to yours (backlinks). This process typically involves creating high-quality content (interesting, engaging) that others want to share.

Marketing Automation: the use of software to automate repetitive tasks related to marketing activities and present relevant content to marketing leads. Email programs can use automation to send email messages to people based on certain triggers (new customers, did or did not open the last email, drop campaign, etc.). Marketers also use automation to nurture leads by sending relevant content to previous visitors of a website, in an attempt to get the visitor back to convert into a sale.

Negative Keyword: a very important aspect of Google Ads is the addition of negative keywords. These words are keywords that you DO NOT want to have ads appear for.  Let's take our "men's shoes" example, you only sell men's running shoes so negative keywords should be "women's shoes", "women", "girl shoes", "boots", "work shoes", etc.

Off-Page Optimization (SEO) : Off-page optimization is everything you can do to improve your organic search rankings that does not involve your actual website. This includes anything you can do to create high-quality backlinks and further drive your exposure.

On-Page Optimization (SEO): On-page optimization involves actions you take on your website to improve your organic search engine rankings and can include improving URL, page titles, headings, meta tags or optimizing your website content.

Organic Traffic: This is the traffic your site receives from unpaid search results. This is one of the main goals of SEO and content marketing because it provides a powerful platform for long-term growth.

Opt-in email: email that the recipient has explicitly given permission to receive.

Opt-out: the action a potential email recipient takes to indicate that they no longer wish to receive marketing communications.

Pay per click (PPC): an instant way to get your business to the top of the search results pages. online advertising payment model in which payment is based on qualifying click-throughs. Typical examples include Google Ads, Facebook or LinkedIn sponsored ads.

Persona (buyer persona or target buyer): the perfect representation of whom you want to purchase your product or service. A buyer persona is a complete breakdown of behaviors, interests, pain points, goals, demographics, and professional careers. This is not just some made up persona -- but is based on research of your target market so that your customers’ buying motivations, behaviors and goals are considered.

Pixel: a snippet of code that is inserted onto your website for tracking purposes from a conversion or sale. It can gather analytics and data on your customers and their movement across your website.

Quality Score (QS): The 1-10 score Google gives each one of your keywords to represent how relevant the keyword, ad, and landing page are for those customers looking at your ad.  Higher Quality Scores lead to lower CPC. QS is comprised of three components:

  1. Landing Page Experience
  2. Ad Relevance
  3. Expected Click-thru-rate

Remarketing: Also known as retargeting, a type of paid ad that enables you to reach people who have previously been on your site. You've probably seen remarketing everyday while you search the web. Yes, these are the ads that "follow" you around when you visit other websites and see an ad for the pair of shoes you want to buy or a service for landscaping after you looked at a local landscapers website. Remarketing is a tactic used to get customers who did not make a purchase back to your site

Responsive Web Design: A design principal of creating a website that allows all of the content to show correctly regardless of screen size or device. Your website will “respond” to the size of the screen each user has, shrinking and reorganizing on smaller screens, and expanding to fill appropriately on large ones.

ROAS: stands for Return On Ad Spend. A PPC marketing metric that demonstrates the profit made as compared to the amount of money spent on the ads. Similar to ROI.

ROI: Stands for Return On Investment. In order for a business to receive a positive ROI, they must earn more money using marketing channels than they are spending on the marketing itself.

SEO (Search Engine Optimization): the process of improving a website’s performance and positioning in organic search engine results through a variety of methodologies including content production or improvement, technical and code improvement, and link acquisition.

SERP (Search Engine Results Page): the page featuring a list of search results that is returned to the searcher after they submit a keyword search.

Search Query Report: a Google Ads report that shows the actual Search Terms that triggered your ads.

Sessions: a metric in Google Analytics that measures one user interacting with a website during a given period of time, which Google defaults to 30 minutes. A session is not dependent on how many pages are viewed, so if a person goes to a website and looks around at different pages for 20 minutes, it would count as 1 session.

Sitemap: an XML file, or page on a website, that lists all of the pages and posts for search engines to see. This document helps search engines quickly understand all of the content that they should be aware of on a particular website.

Thank You Page: a thank you page is imperative if you to fully track leads and sales. This page can be added after people make a purchase on your site or you can add a thank you page to your contact form. Conversion pixels and tracking should be added to the final thank you page.

Unique Visitors: A metric used in web analytics to show how many different, unique people view a website over a period of time. Unique visitors are tracked by their IP addresses. If a visitor visits the same website multiple times, they will only be counted once in the unique visitors metric.


Remember, if you have any questions or you don't see a term and definition on this list that you'd like to learn more about, please fill out the contact form and we will we get back to you and add them to this list.

Ways To Be More Efficient With Your Business Marketing

What is the most valuable resource for your business? Some would say that it is your marketing; your ability to identify your customers and satisfy their needs. While performing marketing activities can boost your business’s bottom line, it can also be wasteful and time-consuming without a proper content marketing strategy for optimum lead generation.

Time, however, is arguably the most valuable resource for their success. As a limited resource, you need to make the most of every business day and your marketing efforts to meet your business goals.

Here are 4 ways to be more efficient with your business marketing.

Maintain your email marketing list

Your email marketing list is a core part of any online marketing strategy. This is your list of leads and customers, anything from hundreds to many thousands of people who have given you permission to contact them directly about your product or service.

Growing this list is important, of course. That’s not the only thing you should focus on, however, if you want to maximize efficiency. Every year, a percentage of people unsubscribe from mailing lists for one reason or another. Looking after your subscribers will significantly reduce the numbers leaving yours.

Provide your followers and subscribers with the answers they need. Add value with specials, exclusive content, and time-sensitive deals. Your content also needs to be good enough that your subscribers would miss it if it didn’t arrive.

Ways To Be More Efficient With Your Business Marketing 1Usefulness is not the only factor, though. Your headlines, subject lines, delivery times, and more, all affect your subscribers and, therefore, the effectiveness of your email list marketing communications.

With a marketing automation platform, one system can organize and monitor your email campaigns, leads, conversions, open rates, and more. You’ll also have the opportunity to perform split testing throughout your email campaigns. In this way, you’ll be able to continually optimize your emails and get the most out of every communication.

Efficiency increases further when your marketing automation system takes over emailing your leads and customers. It will have the ability to monitor your marketing to such an extent that it can send personalized emails not only to segments of your subscribers but also to individual subscribers based on past behaviors. Your leads can receive automatic emails at the best time to make a buying decision.

Have an editorial calendar for your online content

If you don’t already have an editorial calendar, creating one is a top way to improve your business marketing efficiency. If you already have an editorial calendar, give it an overhaul.

Your calendar should contain the details of the content that you plan to create, such as topic, headline, target audience, and keywords. It should also remind you when content needs to be complete and on what venues it will be posted.

Make sure that your calendar includes content for social media as well as for your blog and email campaigns. If you have more than one person performing content writing and social media marketing, assign their tasks in the calendar so that everyone can stay on track.

Creating content involves research, writing, optimizing for SEO, promoting the content, and then tracking its effectiveness. That’s a lot of moving parts. Optimizing your editorial calendar is another area where marketing automation will streamline your processes.

You’ll be able to see what’s happening when and you’ll also be signaled when an item is due. At a glance, you’ll have the opportunity to see which of your efforts is performing, which might work better in other formats or on other platforms, and which might be retired entirely. [If you need assistance with setting up an editorial calendar please contact us.

Use Video

Video is a personable, cost-effective, and increasingly popular way to communicate with potential customers. You don’t need a huge production budget to make a behind the scenes clip of your small business. You can very quickly create content that is shareable and that gives customers a good idea of your company’s mission and its ethos.

Video is a personable and wide-reaching medium that allows you to communicate powerful messages quickly and effectively.

An animated video is also fun and shareable. Done well, it can significantly improve your brand awareness and contribute to a sense of trust and authority.

Invest in Social Media Advertising

Using Facebook as an example, businesses now reach only a fraction of their subscribers with each unpaid social post. The bottom line, as well as being important to Facebook, is that paid social advertising works. It gets your brand in front of your target audience!

If you want to boost particular posts, paying for ads is a great idea, as long as you follow a little advice.

ways to be more efficient with your business marketing 3

Target your audience carefully – Facebook Ads has powerful tools for focusing your message to a specific audience according to gender, age, geography, interests, and more. Know your audience and build out personas to help you target the right people. (Here’s an example image for an imaginary new product for dog owners in the Philadelphia area.)

Go slowly – Invest slowly at first. See what works and make simple tweaks to assess changes in the effectiveness of your ads. Perform plenty of split testing to refine your ad creatives.

Consider the time and date – the same advert is likely to have different results depending on when you run it. Think about whether your customers are sleeping, at work, or commuting, or at home. Where are they in the world?

Focus on your goals – a business that wants to boost brand awareness may post a different kind of ad to a company that wants to grow its mailing list, which in turn may post a different add if the aim is to inform existing customers of a discounted product.

Using paid advertising can save you time seeking comments and shares by attracting vast numbers of the right visitors in a short space of time.

There are so many strands to a content marketing strategy that any small business selling a product or service online could do with a marketing department.

With an automated marketing solution, businesses like these can have the power of a marketing department without the overheads and with a predictable, monthly fee.

At Six10 Digital, we are an ActiveCampaign Partner Agency, providers of a world-class marketing automation platform that allows you to plan your strategy, track its implementation, monitor its performance with detailed analytics dashboards, and then modify your content marketing strategy to get the most out of your time and money.

Whether you are trying to find time to nurture your email list as it deserves, looking for gaps in your editorial calendar, attempting to track shares of your company video or testing the performance of Facebook ads, it helps to have all of your marketing efforts accessible, trackable and analyzed in one location.

If marketing puts your customers at the core of your business, improving your marketing means better understanding your audience and serving them more effectively. Marketing automation can improve every area of your business.

6 Reasons Why Your SMB Should Be Using a Marketing Automation Platform

You need a strong content marketing strategy, consistency and persistence to get ahead or stay ahead, of your competition. With advanced analytics dashboards, a marketing automation platform can make your life easier and your business more profitable.

There are so many opportunities for marketing that prioritizing them can be tricky. Even when you have prioritized your goals, maintaining a schedule, and continuing with the plan can be challenging.

It is possible, as a business owner, to do your own marketing, but with email campaigns to build, social media to monitor, web content to write, and customers to nurture, that may not leave much time for running the business.

With improved lead generation through advancing your content marketing strategy and access to powerful analytics, marketing automation will give you improvements in everything from customer engagement to your bottom line.

When you have used a marketing automation platform for a few weeks, you will see time-saving advantages quickly. Also, you’ll be in full control, with a clear overview of your marketing processes and access to ways of interacting with customers that might not have been possible for you before.

Here are 6 ways that marketing automation will supercharge your small business.

Reduce staff costs

Many small businesses have a single person who performs marketing activities. This person may be the owner of the business. Even if not, he or she will often have duties other than marketing to perform.

Anyone responsible for marketing your business will be able to focus their efforts not on lead generation, but on identifying and nurturing the best leads. Marketing automation will take a lot of the guesswork out of your marketing. You’ll be able to learn the parts of your strategy that work so that you can double down on those and discard the rest.

Improve the efficiency of marketing and sales

The clearly defined processes associated with marketing automation will give you a good view of what’s happening when and where with your marketing effort.

activecampaign partner agency

Your marketing automation platform will enable you to track leads more easily and effectively than ever before. 610 Digital is partnered with ActiveCampaign, which looks very much like an app, with all the information you need to see where the leads are coming from, what your visitors and customers like, and what’s happening to them once they enter your funnels.

Use marketing automation resources to identify bottlenecks. You may be wondering why you appear to be generating new leads but your sales are not showing a corresponding increase. With a marketing automation system like ActiveCampaign, you’ll learn why. You will be able to see when leads that are captured are not being nurtured and moved along the funnel. You’ll be able to respond accordingly or have the software respond on your behalf, perhaps with the perfect message delivered at the perfect time, to the right individual.

Sales and marketing go hand in hand. Marketing automation will give you a dozen pairs of virtual hands, all working in harmony to achieve your business goals. Use high-quality analytics dashboards to push your sales efforts with the right leads, in the right places, at the optimum times.

Targeted, customized emails to convert leads into customers

Marketing automation includes email automation. This might not sound like anything new, but we’re not talking about mass emailing to your subscriber list.

Platforms such as ActiveCampaign can make timely, one-on-one communication with leads and existing customers. With all the data being gathered by the system, your automated marketing setup will be able to email a lead or customer individually based on his or her previous behaviors and criteria that you specify.

Consider the time it takes to monitor the activity of individuals and email them one at a time at their convenience. Use marketing automation and consider that time saved.

Constant split testing

Split testing, or A/B testing, is an effective way of seeing which of two ways of doing things performs best. Marketing automation makes split testing possible throughout your email marketing. It’s easy to analyze responses based on various factors, including the subject line, from field, content, and delivery time.

sharpspring a b test example1 1

Honing these areas can be an easy and effective way to make your marketing dollars go further without having to make major changes.


It’s hard to know which elements of your marketing are working and which are not performing effectively. The more tools you have at your disposal for working this out, the better. If you can identify what’s working best, you can concentrate your efforts where it counts. 

With marketing automation, marketing analytics allows you to see end-to-end ROI. This information will enable you to eliminate waste and drive more leads into the funnel, both of which are likely to do great things for your bottom line.

Instead of performing repetitive marketing tasks, focus your efforts, and the efforts of your marketing team if you have one, on nurturing leads, producing sales-ready leads, and growing the business. Leaving the drudge to an automated platform frees you and your team to be creative.

Marketing automation platforms integrate well, and there is support

The right marketing automation platform will be easy to use. Automating your marketing shouldn’t require employing technicians to run the software 24/7. That would defeat the purpose.

Marketing automation is streamlined, as powerful as you like, and accessible. Once we get your system up and running, however, support will be available around the clock, every day of the week. The benefits of using marketing automation are huge, and you can be reassured that we will provide you with comprehensive, flexible support, should you require it.

Our friendly team at 610 Digital is also available for analytics consulting to help you get the most out of your new platform.