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.

Small Business Guide to Online Advertising

Photo by PhotoMIX Ltd. from Pexels

How does online advertising help a local business grow?

Digital advertising increases awarenessit’s that simple. Digital advertising consists of a range of services, all of which work to promote a business online.

More and more businesses are increasing the amount that they spend on digital advertising, and experts like Jamie Turner suggest digital advertising on social platforms is well worth the spend.

The best part about digital advertising is that results can be easily monitored and ROI can be easily tracked. You probably don’t want to be spending lots of money without some proof of performance right?

Ease of Tracking

With traditional media channels, there is sometimes no way of tracking the effectiveness of an advertisement in terms of advanced data analytics. With digital advertising, companies like Google, Facebook, LinkedIn, and Twitter, among a few others, allow users to access advanced analytics. This way local businesses know that their money is being well spent and that the digital advertisements are positively impacting their storefront.

When determining the success of an ad, the important factors will differ case by case. For the most part, the success of an ad lies in the indicators listed below.

ROI indicators/measures of a successful campaign:

“If I were to provide one tip to people who are using social media, it would be this — don’t be afraid of paying for social media reach and clicks.”

– Jamie Turner, 60secondmarketer.com

The Best Places to Advertise

Through our team’s extensive work in the digital advertising space, we have come to the same conclusion as pretty much every digital advertising company -- The best places to invest in paid search and social advertising are Google & Facebook.

With digital advertising, not only is a local business visible online, but they are visible to the right people online. Platforms like Facebook and Google allow for advanced targeting, which puts a local business in front of consumers who are more likely to convert into a sale.

Plus, almost 70% of digital ad spending going to Google, Facebook, and Amazon, which is more than two-thirds of all digital spending.


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Photo by Artem Beliaikin from Pexels

Reach: Google is the largest search network in the world (90.4% of the search market), and consumers are using Google every single day to search for local businesses. Utilizing Google’s massive network capabilities, digital advertisers are able to find ideal prospects and get in front of users looking for their products/services.

In the age of digital, people are not looking at TV commercials or listening to radio ads to find a local business, they are searching for a service and then locating your business online.

With over 63,000 searches per second on any given day and the average person conducts 3-4 searches per day, that's a sh*t ton of search potential and you should WANT to be showing up on Google's search results. [source]

Flexibility: Google allows the local advertiser to spend whatever they want, whenever they want. With flexible options for ad spend, advertisers are able to test what works and what doesn’t work for a business. Spend a bit, wait to see how the campaign performs, and then reinvest in larger budgets for greater prospect reach.


social ads on facebook is great for small business

Audience: The audience on Facebook includes 1.32 billion daily active users (DAUs) on average, at an increase of 17% year-over-year. As a local business, you simply cannot ignore the fact that Facebook is likely an intersection in which you can find prospective customers. If the daily average users' stat doesn’t have you convinced then let’s talk about how often social media is being used. The average person spends nearly 35 minutes every day JUST on Facebook, according to a recent study by Mediakix.

If there is one thing to take away it is that the audience on Facebook is MASSIVE, and they are on Facebook a LOT.

Targeting: Facebook Ad targeting is a marketer’s dream. Facebook allows the ability to focus on users so microscopically that you can basically become a bit of a digital stalker (in a good way?). Target users by their interests, behaviors, age, gender, location, and really anything that their Facebook profile may reveal about them including job title.

The Facebook algorithm has brought about changes to the local advertising landscape, but it remains one of the best environments for local businesses to get the word out about themselves!


By leveraging these two platforms, every local business can easily take their advertising game to the next level, and begin to rake in new revenue—with the data to back their investment.

30 Digital Advertising Statistics for Businesses

While the world of online marketing has expanded far beyond paid advertising, advertising still plays a very important role in generating revenue and business. Digital advertising is the top of the “new advertising stack,” and it’s what can create brand awareness, drive sales, and create visibility across a variety of channels that are oversaturated with businesses trying to stand out.

Although there are many new players in the online marketing landscape like email, social media, and reputation, digital advertising isn’t set to slow down yet—a statement that’s underlined by the fact that ad spend is set to grow from $83 billion in 2017 to over $129 billion by 2021 (DMB Adobe).

We’ve compiled this list of top advertising stats so you can spend your advertising dollars where it matters, and get the ROI you need to thrive in the digital world.

Statistics about Digital Advertising

  1. Digital ad spend is set to grow from $83 billion this year to $129+ billion by 2021
  2. Google and Facebook are set to rake in 63.1% of digital ad spend in 2017
  3. Google has +20% y/y advertising revenue growth, Facebook has +62% y/y growth
  4. 39% of marketers list search engine marketing as their top business priority for 2017
  5. Marketers that invest over 10% of their budgets on measurement are three times more likely to beat their sales targets by 25% or more
  6. 56% of advertising use engagement to measure success, 21% use conversion & revenue
  7. 34% of social media marketers list “tying social campaigns to business goals” as a top challenge

Video Advertising Statistics for 2018

  1. 2017’s video advertising spend is $13.23 billion, and projected to reach $22.18 billion by 2021
  2. 68% of consumers feel positive about watching video ads for mobile app rewards
  3. 52% of marketers believe that video is effective for brand awareness
  4. Online shoppers who view demo videos are 1.81x more likely to purchase than non-viewers
  5. 51.9 percent of marketing professionals worldwide name video as the type of content with the best ROI
  6. According to retailers, video can account for a 40% increase in purchases
  7. Mobile shoppers are 3x as likely to watch a video than desktop shoppers
  8. 46% of users act after viewing an ad
  9. 80% of consumers remember a video ad they viewed in the past 30 days
  10. Combining video with full-page ads boosts engagement by 22 percent
  11. Ecommerce sellers find that using product videos increases product purchases by 144%
  12. Video ad completion rate for videos 15 seconds long is 93-95%, with 30 second videos seeing a completion rate of 92-93%
  13. Over half of video advertising is viewed on mobile

Mobile Advertising Statistics

  1. Americans spend 71% of their online time on mobile, with Canada and the UK coming in at 62% and 61% respectively
  2. Average smartphone conversion rates are up by 64%
  3. Mobile advertising accounts for $37 billion of the $73 billion total ad spend (51%)
  4. 81% of consumers feel negative about mobile add pop-ups
  5. Mobile accounts for 60% of click share on Google Search ads, compared to desktop’s 32%
  6. Search ad spending on mobile is set to rise by 25% in 2017

Social Media Advertising Statistics

  1. 70% of advertisers plan to increase their mobile social advertising budget in 2017
  2. 26% of Facebook Users that click ads make a purchase
  3. Images account for 75-90% of Facebook advertising effectivity/performance
  4. The best headline length for a Facebook ad is four words, with 15 for the description.

Sources: DMB Adobe, 2017 | Smart Insights, 2017 | KPCB, 2017 | Digital  Marketing Depot, 2017 | eMarketer, 2017 | CMS Report | WordStream, 2017 | Small Biz Trends, 2016 | WowMakers, 2016

Google's NEW Expanded Text Ads Are Finally Here (For All!)

Since they were announced earlier this year, we've been waiting until today to get access to expanded text ads in Google AdWords. As many of you may have seen in the past couple months, Google has removed the right-hand side ads to help improve the user and search experience across a multi-platform world. With these side ads now gone, this created additional space and width for search results and four top-of-page ads.

These ad spaces are now able to use expanded text ads which allow longer ad headline -- actually two headlines of 30 characters (instead of one with only 25 characters), one large description of 80 characters giving advertisers more wiggle room to create effective ad copy to highlight your products and services.

Here's an example of how the ads will look in comparison to standard/old ads:

google adwords expanded text ads

As you can see, the new ad (on the right) is much more predominant in the SERPs and stands out more on mobile devices. This is a big thing that Google's been pushing for a while now -- getting ads ready for the mobile first world.

Best Practices for Extended Ad Text

Here are a few best practices from the Google Inside AdWords blog:

To help you get started, we’ve published a best practices guide that walks through tips and tricks for creating and optimizing expanded text ads. Specifically:

  • Create and test multiple expanded text ads for each ad group, and evaluate performance before pausing or deleting your standard text ad
  • Remember to include important information about your business and other tried-and-true components from your standard text ads, like price and keyword insertion
  • Focus on your headlines: they’re the most prominent part of your text ad

Google also announced that starting on October 26, 2016 advertisers will not be able to create or edit standard text ads and will only be able to create ads using the new expanded text. However, existing standard text ads will continue to serve alongside expanded text ads.

We've already begun making the changes to our client's PPC ads to take full advantage of these new features -- we highly encourage if you use AdWords to do the same!