Digital Marketing & Terminology

Digital marketing has its own terminology. Below we have assembled the basic terms which you will encounter in the digital marketing seminars.

CTR (Click-Through Rate): The percentage of clicks that an advertisement receives based on the number of times it’s shown. For example if our advertisement has been shown 100 times and has received 10 clicks, then the CTR is 10%. This rate is used as an indicator of the quality and interest an advertisement has online. This term is used globally in the marketing world.

CPC (Cost per Click): The cost per click. The CPC is used in advertising; the advertiser only pays when his ad is clicked. He’ll pay for example 0.15€ every time someone clicks on the ad rather than pay every time the ad is shown. This advertising model is also known as PPC (pay per click). The CPC model is the basic payment model for Google Adwords and Facebook.

CPM (Cost per Thousand): The cost per thousand impressions. The CPM model is used by the advertising world and by the biggest sites. The advertiser pays a certain amount every time his ad gets 1000 impressions, ie is shown 1000 times, regardless to whether the ad is seen by identical or different users.

CPV (Cost per View): The cost to view a video. The term is used in video marketing and refers to the cost the advertiser pays every time someone visits a site and watches his video ad.

CPA (Cost per Acquisition): The cost per action. The term is especially used in affiliate marketing and determines the cost an advertiser pays for a predetermined advertising action (purchase, app download, newsletter subscription etc.).

Conversion: The goal that an advertiser sets and is usually the purchase of a product or another action for which he’s advertising.

Impressions: The times an advertisement is shown. The number of times an advertisement has been shown in a medium.

Bids: The amount that the advertiser sets for every click on his advertisement. Is commonly used in Google Adwords where a bid depends on targeted words.

Organic Traffic: The natural, organic, traffic that is not a result of immediate advertisement. In reference to search engines, organic is the results that are found naturally (after SEO) on a search engine.

Paid Traffic: The advertising traffic we earn from search engines by paying for ads on certain key words through Google Adwords.

SEO (Search Engine Optimization): SEO is a series of actions taken inside and outside the website in order to make it more desirable to the search engine and have a better ranking in the words that interest us.

SEM (Search Engine Marketing): A subsection of Internet marketing that relates to the promotion of a company on search engines. It includes SEO and Google Adwords and other advertisement platforms for search engines.

Landing Page: The single web page that a visitor lands on after clicking on an advertisement or online marketing action. When the visitor clicks on an ad, he is directed to a page on our website. This page is called the Landing Page of the advertisement.