Glossary

AdWords: The popular paid advertising (PPC) system offered by Google.

AI Acquisition: Leveraging AI technology to reach potential buyers at home where purchasing decisions are made with a personalized CTA or incentive to persuade them to purchase either by going back online or in-store.

AR: Acronym: Abandonment Rate is the ratio of the number of abandoned shopping carts to the number of initiated transactions or to the number of completed transactions.

Authority Score: An indicator or compound metric that grades the overall quality of a domain or webpage.

CAC: Acronym: Customer Acquisition Cost is the amount of money a company spends to get a new customer. It helps measure the Return on Investment (ROI) of efforts to grow their clientele.

Container Tag: It holds the HTML code for Retargeting, View Through and Conversion pixels. It is typically placed by clients across all pages of their website.

Conversion: When a user performs the target action a website is designed to evoke. This can be a product purchase, newsletter sign-up, contact form submission, or any other action that the website owner deems valuable.

Conversion Marketing: A digital marketing strategy that focuses on increasing the percentage of site visitors who perform a specific action, called a conversion. This includes lead generation and SEO to create comprehensive marketing campaigns that address each stage of the buyer’s journey.

Conversion Tag: The HTML code placed on the webpage where the conversion on the client’s website takes place, that kills the ad so the converted customer no longer sees the ad.

CPC: Acronym: Cost per Click is the price an advertiser pays a search engine for a single click on an advertisement listing which leads a visitor to its website.

CPC: Acronym: Cost per Conversion is a metric used to identify how much it actually costs a Web advertiser to acquire each real customer – one that actually makes a purchase. The cost includes all the traffic for the duration of a campaign, during which conversions are also tracked.

CTA: Acronym: Call to Action is a prompt on a website that tells the user to take some specified action. In digital marketing this can take the form of the text on a button (a CTA button) or a web link and in email campaigns CTAs are often links to a webpage where the user can take further action.

CTR: Acronym: Click Through Rate CTR is the percentage of people who click on your ad. The number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.

CSI: Acronym: Customer Satisfaction Index is a versatile analytical tool for measuring customer satisfaction with a product, service or company. It offers help in finding reasons for customer satisfaction or dissatisfaction.

Customer Experience: CX: Customer Experience, also known as CX, is your customers’ holistic perception of their experience with your business or brand. CX is the result of every interaction a customer has with your business, from navigating the website to talking to customer service and receiving the product/service they bought from you. Everything you do impacts your customers’ perception and their decision to keep coming back or not—so a great customer experience is your key to success.

Digital Advertising: Digital Advertising refers to marketing through online channels, such as websites, streaming content, and more. Digital ads span media formats, including text, image, audio, and video.

Digital Display Advertising: Digital display advertising is online graphic advertising through banners, text, images, video and audio. The main purpose is to post company ads on third-party websites. A display ad is usually interactive, which allows bands and advertisers to engage deeper with users.

Display Advertising/Marketing: Display advertising/marketing refers to the process of advertising a product or service on graphical screens on the Internet. The advertising media used are images, videos or animations, as well as text links and moving images which are delivered on various end-user devices such as desktop PCs, smartphones or tablets on networks of publisher websites such as Google Display Network, LinkedIn Audience Network, Facebook Audience Network, and etc. Display ads are placed on relevant third-party websites in the form of banner, image, and text ads.

DMS: Acronym: Dealer Management System is software that equips dealers with a suite of powerful tools. Get real-time insights, automate tasks, and turn data into profitable growth, all on a single platform built especially for auto and powersport dealerships.

Frequency Cap: The number of times a “cookied” person sees your Retargeting ad before it is “capped” and no longer shown to that person. Our system uses a custom frequency cap for each campaign based on the average number of times it takes a person to see the ad before coming back to the client’s website.

Geo-Fencing: A geofence is a virtual perimeter for a real-world geographic area. A geo-fence could be dynamically generated or match a predefined set of boundaries using global positioning (GPS) or radio frequency identification (RFID) to define a geographic boundary requiring someone to have location services turned on, to actively opt-in. Once this “virtual barrier” is established, using cell towers to correlate a location, the administrator can set up triggers that send a text message, email alert, or app notification when a mobile device enters (or exits) the specified area.

Geo-Framing / Geo-Retargeting: Geo-Framing / Geo-Retargeting is a digital advertising targeting tactic that uses mobile device location data to build an audience known to have been at a specific location within a certain timeframe so advertisers can target them after the fact. This technology allows you to serve up ads to the device in real-time, or up to six months in the past, and by matching back to their household IP locations to reach targets while at home.

Google Analytics: This is Google’s free website analytics software.

Historic Data: Information compiled over time to provide an accurate record of unique events over time.

Hits (page hits): Hits refers to the number of times a server is asked, or “pinged” for information. A successful request between a web browser and the web server. Hits is an antiquated term once used to judge the number of users accessing a website, however, this is false. A hit is any request. For example, if your home page has 10 images on it, every time that page is loaded it will result in 11 hits. 1 hit for the HTML page and 10 hits for the images.

Incentive Marketing: An effective tactic by use of motivational devices such as competitions, games, premiums, and special pricing, to promote the sale of a merchandise or service that helps businesses grab the attention of customers to promote conversions.

Index (Search Index): The term describing the entire database of documents known to a search engine.

Keyword: Words input by search engine users when looking for documents containing information relevant to those words.

Keyword Phrase: Two or more keywords that might be input by search engine users when looking for documents containing information relevant to those words.

Link (Backlink): A link directed to a web document from another web document. When plural (backlinks), the term may refer to a list of all links leading to a document or a domain.

Link (Internal): A connection between two documents on the same website or domain.

Link (External): A connection between two web documents housed on separate domains.

LLM: Acronym: Large Language Model is a computerized language model consisting of an artificial neural network with many parameters (tens of millions to billions), trained on large quantities of unlabeled text using self-supervised learning or semi-supervised learning. Examples: ChatGPT-3 and ChatGPT-4 from OpenAI, LLaMA from MEta, and PaLM2 from Google. These are models that can understand language and can generate text

LMS: Acronym: Learning Management System is a software application or web-based technology used to plan, implement and assess a specific learning process. Learning management systems were designed to identify training and learning gaps, using analytical data and reporting providing an instructor with a way to create and deliver content, monitor student participation and assess student performance.

Local Content: Content contained on a website created specifically for a particular geographic location.

Local Search Marketing: Local Search marketing refers to the use of special search engines/online business directories (ex: Google Maps, Yahoo Local Search etc) to geographically promote a business. Local Search marketing can be an ideal tool for particular businesses or organizations that benefit from geo-targeting themselves. Meta Tags: Found in the source code of each web page, meta tags are sets of instructions and/or identifiers for search engine spiders to read which describe the content that is included on your web page. At one time, search engines used this information solely to decide where your website should be placed within their database. Now search engines use Meta Tags only in part when calculating your website’s ultimate placement. There are two commonly used meta tags, the description and the keyword tags.

LTV: Acronym: Lifetime Value of Customer is the total worth to a business of a customer over the whole period of their relationship. It’s an important metric as it costs less to keep existing customers than it does to acquire new ones, so increasing the value of your existing customers is a great way to drive growth.

Meta Tag (Description): The description meta tag is used to offer search engines a short paragraph of topical or thematic data. The description is often used to contextualize information found on the page. It might also appear as the descriptive text appearing below the active link on search engine results pages. The description meta tag is considered an essential component of a good SEO campaign.

Meta Tag (Keywords): The keywords meta tag may or may not be important. While it once carried a great deal of weight, misuse of the tag has led most search engines, including Google to take this tag much less seriously.

Optimization: The process of making your website or web page search engine friendly.

Optimize (Website or Document): To alter a document in order to make the document rank well on search engines under specific keywords or keyword phrases.

Pay-per-Click: Pay-per-click search tools allow website managers to bid for placement. Bids are most often measured as an amount per click-through, or each time a user visits a website, the bid amount is extracted from the bidder’s account.

PPC: Acronym: Pay per Click (each time users click a paid advertisement; the advertiser is charged a fee).

Paid Search Advertising: Keyword-driven advertising paid for by advertisers. By definition, this may include banner advertising, text links and other forms of commercial placement however it tends to refer to programs such as Google AdWords or Yahoo Search Marketing Services.

Placement (SEO): The positioning of an optimized web document or website in the Top 10 rankings.

Quality Score: A score given by Google AdWords (PPC Advertising) that refers to the relevancy and relationship between the keyword(s), text ad, and landing page. Having a high-quality score will lower the cost of a PPC ad placement.

Rankings (Search Engine Rankings): Order of placement of a web document or website on search engine results pages.

ROAS: Acronym: Return on Ad Spend (ROAS) is a marketing metric that measures the amount of revenue earned for every dollar spent on advertising. ROAS measures the ROI of money invested in digital advertising.

ROI: Acronym: Return on Investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment or compare the efficiency of a number of different investments. ROI tries to directly measure the amount of return on a particular investment, relative to the investment’s cost. To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. The result is expressed as a percentage or a ratio.

SCA: Acronym: Shopping Cart Abandonment is when a potential customer starts a checkout process for an online order but drops out of the process before completing the purchase. This rate will identify what percentage of a site’s users signal purchase intent by adding an item to the cart but don’t complete the purchase.

Search Engine: A search engine is a database that helps people find information on websites based on a keyword search. Search engines generally use robots called “spiders” or “crawlers” to scan and catalogue websites. Examples: Google, Bing, Duck Duck Go

SEO: Acronym: Search Engine Optimization/Search Engine Optimizer. The process or person performing the action of altering a document or website in order to improve search rankings of that document. SEO tends to focus on organic (natural) or free listings.

SEM: Acronym: Search Engine Marketing/Search Engine Marketer. Where SEO tends to refer to a process performed for benefit in organic rankings, SEM tends to focus on paid aspects of search advertising.

SERP Features: Acroynm: Search Engine Results Page. SERP features are the elements of search engines’ search result pages that aren’t traditional organic search results. Common examples of SERP features include Featured Snippets, Rich Snippets, Knowledge Panels, Knowledge Cards, Shopping Results, Local Map Packs, Reviews, “People Also Ask” Questions, Video Carousels and Image Packs.

Shopping Cart: This is an e-commerce system designed to enable easy online transactions. Users can add products or services to their “shopping cart” and then easily purchase their order, or “check out”. Shopping carts can also make the process of searching a store catalogue much easier and faster.

Title: The words or phrases placed in the tag of the document source code. The title is the text that appears as the active link on search engine results pages. The title appears across the very top of your search browser window, (in the area the minimize/maximize buttons are placed.).

Top 10: Industry term describing the first ten results found on a search engine results page.

Top 20 Listing: Being in the top 20 generally means that you will be found on one of the first two pages of reference links returned when a set of keywords is entered into a search engine. The majority of search engine users will switch to another search engine if they do not find the results, they are looking for in the first 20 references.

Tracking Code/Tag: This is a snippet of code, often written in JavaScript, posted on the site to track visitor behavior, or conversions.

Traffic: A term measuring the number of users who visit a document or URL.

Traffic Analysis: This is the analysis of the traffic, or site visitors, that a website incurs.

Trust Rank: A term used to describe a score assigned by Google to document profiles based on link evaluation.

Unique Visitors: This is the actual number of individual people who have accessed your website. This is the most commonly used figure to judge how busy a website is.

User: The person visiting a website or using a piece of technology.

UTM Tag: Acronym: Urchin Tracking Module. UTM tags can be added to the end of regular URLs, in order to give Google Analytics specific information about that link (How Google Analytics knows where your visitors come from). A UTM tag always contains the Source, Medium, and Campaign Name parameters. The referrer of the visits, e.g., Google, Facebook, Bing, NYTimes. Medium: The marketing medium, e.g., CPC, organic, email. Campaign: The name of the campaign, if applicable. This can be something like ‘summer-sale2023’.

View-Through Visit: A type of conversion that is the number of people who came to your website’s homepage after seeing your ad but NOT clicking on it.

Web Page: A single document contained in a traditional W3C-defined document format and found on the web.

Web Site: A collection of web pages or other content assembled to form a unique entity and housed at the same basic URL.

Website Analytics: This is the analysis of statistical information pertaining to a given website. Activities may include tracking website usage, visitor behaviour, entry keywords, and conversion tracking.

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