Digital Marketing Jargon Buster

Connor Tomlinson

Apr 25, 2023 . 7 minutes read


While some digital marketing agencies may operate cloak and dagger style, preferring to keep you in the dark about the intricacies of your business together and keep their practices shrouded in mystery, here at Statuo we pride ourselves on being honest and transparent.

That’s why we’ve put together a handy marketing term glossary, or jargon buster for you to understand what our services are and how they help you.

What is Jargon?

Jargon refers to the specialised language and terminology that is commonly used in the field of marketing. It includes buzzwords, acronyms, and technical terms that are specific to marketing and advertising. These terms may be used to describe marketing strategies, techniques, tools, and processes.

While marketing jargon can be useful in communicating complex marketing concepts among marketing professionals, it can also be confusing and alienating for those outside of the field.

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Marketing Terminology

Ad Targeting

The process of identifying specific demographics, interests, or behaviours of users to show ads that are more relevant to them.


A person or organisation that promotes a product or service in exchange for a commission on any resulting sales or leads.


Artificial Intelligence: The simulation of human intelligence processes by machines, especially computer systems.


The collection, analysis, and interpretation of data related to website traffic and user behaviour.



An incoming link to a webpage from other websites. They are important for SEO as search engines consider them as a vote of confidence in the content of the linked page.


Online platforms used for sharing written or multimedia content on various topics, regularly updated for building a brand, sharing knowledge and engaging with an audience, all the while generating revenue through advertising and affiliate sites.

Bounce Rate

The percentage of users who leave a website after viewing only one page.



A marketing channel is a method or platform that is used by businesses to communicate with their target audience and promote their products or services, such as social media, email or paid advertising.


Content Management System: A software application that allows users to create, manage, and publish digital content, typically for websites.


When a user completes a desired action on a website, such as making a purchase or filling out a form.


Cost-Per-Acquisition: The cost of acquiring a new customer through a specific marketing campaign.


Cost-per-click: The cost of each individual click on an ad.


Cost-per-mille (thousand impressions): The cost of displaying an ad 1,000 times.


Conversion Rate Optimisation: The process of optimising your website or marketing campaign to increase the percentage of visitors who take a desired action, such as making a purchase or filling out a form.


CTA: A message or button on a website that encourages users to take a specific action, such as filling out a form or making a purchase, aka a call-to-action.


Click-through rate: The percentage of users who click on an ad or link out of the total number of impressions.



Direct Mail: A form of marketing that involves sending physical promotional materials, such as flyers or postcards, directly to potential customers via mail.

Domain Name

A unique string of characters that identifies a website on the internet, typically consisting of a name, a dot and a top level domain i.e. .com or .org.


A Presentation document, a brief summary of an article or blog post usually found at the beginning of the page.


Email Marketing

The practice of sending promotional messages or newsletters to a group of people via email.


The measurement of how actively users interact with a brand's content or social media profiles.

Evergreen Content

Content that remains relevant and useful to an audience over an extended period, generating traffic and leads consistently.



A series of steps a potential customer goes through before making a purchase, including awareness, consideration and decision making stages.

Featured Snippets

A highlighted section that appears at the top of Google search results in order to provide a summary of the information being sought out by the user.



The practice of delivering specific content or ads to users based on their location.


A specific objective that a company aims to achieve through its marketing efforts, such as increasing sales or brand awareness.

Guerilla Marketing

An unconventional marketing strategy that relies on low cost and creative tactics to promote a brand or product.



A visual representation of user behaviour on a website or app, indicating the areas where users engage the most.


Hypertext Markup Language: The standard markup language used for creating the structure and content of web pages, consisting of various tags and elements that define the layout, formatting and functionality of the page.



The number of times an ad is displayed to users.

Influencer Marketing

A type of marketing that involves collaborating with influencers (individuals with a large following on social media) to promote a brand or product.



JavaScript is a programming language that enables dynamic and interactive elements on web pages, allowing for client side scripting, event handling and manipulation of webpage content to enhance user experience and functionality.



The words or phrases that users type into search engines to find information or products.


Key Performance Indicators: refers to a measurable value that demonstrates how effectively a company is achieving its marketing objectives.


Keyword Difficulty: is a metric used to determine the level of competition for a particular word in search results.


Landing Page

The webpage that a user is directed to after clicking on an ad or link.


A person or organisation that has shown interest in a product or service and has provided contact information, such as an email address or phone number, to receive more information or be contacted by a sales representative.

Link building

The process of acquiring links from other websites to increase the authority and visibility of a website.


Meta Description

A brief summary of the content of a webpage that appears in search engine results below the title and URL.

Modular Design

A design approach in which a website or application is built from separate, independent modules that can be combined and arranged in various ways to create different layouts and functionalities.


Mid Page Unit: A type of online advertising unit, typically measuring 300 x 250 pixels in size.



A regularly distributed publication, usually via email, that contains updates, news, and information related to a specific topic or organisation, often used for marketing and communication purposes.

No Follow Link

A type of hyperlink attribute used in HTML code that tells search engines not to follow or pass authority to the linked website, commonly used for paid or untrusted links.


Organic Traffic

The traffic that comes to a website through unpaid search engine results, as opposed to paid advertising.



Pay-per-click advertising: A form of advertising in which advertisers pay a fee each time a user clicks on one of their ads.


Pay-per-impression: A form of advertising in which advertisers pay a fee for each time an ad is displayed to a user, regardless of whether or not the user clicks on the ad.


Query (Search)

A word or phrase entered by a user into a search engine to find relevant information or results.

Quality Score

A metric used in online advertising platforms, such as Google Ads, to assess the quality and relevance of ads and keywords, impacting ad placement and cost-per-click.



A type of advertising that targets users who have previously visited a website or interacted with a brand in some way.


Return on Ad Spend: A marketing metric that measures the amount of revenue generated by a marketing campaign compared to the amount spent on the campaign.


Return on investment: A measure of the profit or loss generated by a marketing campaign compared to the cost of the campaign.

Responsive Website

A website design approach that ensures the site's layout and content adjusts to fit the screen size of the device being used to access it.



Search Engine Optimisation: The practice of optimising a website to increase its visibility and ranking in search engine results pages.


Search Engine Results Page: The page that appears after a user enters a search query, displaying a list of websites ranked in order of relevance and importance.

Social Media Marketing

The use of social media platforms to promote a brand or product and engage with customers.

Split Testing

A technique in which two or more versions of a web page or marketing campaign are tested against each other to determine which one performs better.

SSL Certificate

A digital certificate that establishes an encrypted link between a website and a user’s browser, ensuring any data exchanged between them remains private.



It is a formal written document issued by a company or organisation inviting bids from contractors or suppliers for a specific project or job.


The process of collecting and analysing user data, typically taking place on a website or app, to inform marketing strategies and inform user experience.



Uniform Resource Locator: The address of a webpage on the internet, typically starting with "http://" or "https://".


Urchin Tracking Module: A tracking code that can be added to URLs to help marketers track the effectiveness of their campaigns and understand where their traffic is coming from.



Refers to content that spreads rapidly and widely through online sharing, often via social media.



A live or pre-recorded ‘web seminar’ that allows businesses to communicate with their audience in a virtual setting, often used for promotional or educational services.



An extremely popular video platform that allows users to view, upload and share video content, a useful and potentially powerful marketing tool.

If the list above seems like a lot to take in, don’t worry, that’s what we're here for, to help create a bespoke marketing strategy for your business.

We don’t just talk, we provide expert, record breaking results for our Bolton SEO, PPC, brand and web services.

With clear collaborative work with your business, we can augment the trajectory of your success, helping you to stand out from the crowd.

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