Online Marketing Glossary

Used mostly for SEO purposes and good user experience, 301 redirect is when one URL leads to a different URL. Website owners use 301 redirects when they permanently move content from one page to another, however, they don’t want to lose the ranking of these web pages in search engines as well as want to make sure users with the original URL will be redirected to the new location instead of receiving an error message. 

For example: you are revamping your website which you own over a decade. One of the changes you choose to make moves it to a new domain name so it will reflect you’re a local business. To not lose the ranking your website has on search engines for relevant keywords and for clients who click links from older emails you sent to receive the new location of the pages they intended to view, your web developers create 301 redirects. 

404 error occurs when a website page is not available, can’t be found or doesn’t exist. It can be caused by different reasons, such as mistyping a URL or deletion of the page from the server by the website owner. 

For example: if you try to visit a page on your website that doesn’t exist by typing a random text after your domain name, you will receive a 404 error message. For example: https://www.quantum.mu/abc

A/B testing or split testing is the method of comparing 2 or more versions of the same piece of content, only with a change to one of the elements on it, such as the CTA button’s colour, headline phrasing or general call to action. The testing is done to determine which version performs better, meaning which of the versions generates a better response and therefore make the marketing more effective. 

For example: you own a pet accessories e-commerce website and are interested in exploring ways to improve the sales within the existing website and marketing activities. Your marketing and user experience teams suggest to start an A/B testing sessions on different aspects: testing subject lines of the emails sent to subscribers, testing the phrasing on the main CTA button on the website (for this they also need the help of your developers to create a “second version” of your website and make sure it is displayed to half the traffic) and finally using the built-in tool of Facebook for A/B testing in order to compare between different creatives and audiences. 

While the fold is the bottom border of the area that a user sees when they reach an online asset such as a website, above the fold is the visible area. This space fills the user’s screen and therefore is highly important for website owners: it is the first impression users get when they visit a web page and based on this impression they decide whether to stay on the website or not. 

For example: to make sure that users engage with your website after landing on its home page, you run ongoing AB tests for the home page above the fold area. You’re trying different CTAs such as “signup for free” and “read what our clients say” as well as rotating between the main video and different static images. These tests help you understand better what messages resonate with your potential customers.

Numbers or statistics that are insightful and which based on them, the business can take decisions and then actions in regards to its marketing. Examples for actionable metrics include time on site and conversions. 

For example: you own an e-commerce website selling pet food. When looking at last quarter’s report you notice an increase in your cost per purchase coming from Facebook ads. You investigate the matter and plan a series of actions to try and reduce it back including changing creatives more frequently based on the visuals and messages that worked well in the previous quarter. Cost per purchase is an actionable metric which gave you insight to the business parameters you care about.

The number of users who visit or interact with a service or a product in a specific interval of time, most commonly used in one month or one day. This metric helps advertisers understand how popular a platform is. 

For example: Facebook announced in April 2021 that its family of apps - Facebook, Instagram, WhatsApp and Messenger - has 3.45 billion monthly active users, which means that every month there are 3.45 billion profiles from around the world visiting or interacting with these 4 platforms all together.

Also known as a content blocker, an ad blocker is a software that users install to prevent ads (or alerts) from appearing on the websites or apps they visit. Ad blockers are most commonly used as an extension to browsers and block banners, pop up and pop-under ads, banners and other forms of paid ads. 

For example: after installing an ad blocker on your browser you stopped seeing banner ads on your favourite news website.

A marketplace that connects between the demand side - advertisers, and the supply side - publishers, to enable the buying and selling of ad space. 

For example: OpenX, Google Ad Manager and Microsoft Advertising are a few examples of ad exchanges.

A situation where users see an ad repeatedly, engage with it less and less and eventually ignore it, which in turn reduces the conversion rate. Ad fatigue can be identified by the advertiser via higher frequency and lower CTR (click through rate). 

For example: you run a Facebook ad promoting your video editing app for the past 4 weeks. Every week you get a report about its performance and in the past week you notice that the number of installs from the same ad dropped. When looking into it, you see that the CTR this week decreased compared to the week before, as well the frequency is relatively high. As you haven’t changed anything in the campaign, you suspect ad fatigue - your target audience in the campaign is exhausted with the ad and therefore you try to change the creative. You give it a few days and you see that indeed the new visual brings back up the CTR and app installs have increased as well.

Advertiser is a company that wants to promote its products or services by showing ads and paying for the space given to the ads shown. 

For example: you own a restaurant that runs Google Display and Instagram ads. You are an advertiser who pays to show its banners on Google’s display network and content on users’ Instagram feeds. 

Ad networks are companies that enable businesses to show ads on multiple websites via their network of websites that enable hosting of ads. Ad networks are kind of the “middle man” between advertisers - companies that want to reach their target audiences by showing ads on different websites and publishers - websites that most commonly have a lot of traffic and want to host ads in order to generate revenue. 

For example: by using Google Ads you can show your ads on websites across the internet, thanks to Google’s network of websites. 

Someone who promotes other businesses’ products or services and gets paid via different business models such as CPL (cost per lead), CPI (cost per install) or CPA (cost per acquisition). 

For example: you decide to experiment with affiliation and registers to booking.com’s affiliate program where you earn 40% commission of any booking made via your website and €50 for any property you refer to booking.com. This month, you managed to have 4 new small hotels in your city registering their place on booking.com. Assuming you achieved all other terms from booking.com, you earnt  €200 as an affiliate.

A website that connects between affiliates - people who want to promote other businesses in return to commission and businesses that want their products/services promoted. Affiliates can choose which business they want to promote based on the financial offer this business is making via the network. 

For example: pay4results.eu is an affiliate network where affiliates can promote businesses in the finance, e-commerce, online shopping, travel, tourism, sports, health and B2C services and get paid in different business models such as CPA (cost per action), CPL (cost per lead), CPS (cost per sale) as well as Rev. Share. Businesses in the industries above that want to sell their products/services can sign up as advertisers to pay4results.eu and start paying only for results. 

Payment models that businesses offer affiliates in return to promoting their products/services and generating results. 

For example: booking.com affiliate program offers affiliates to earn 40% commission of any booking made via the affiliates’ website and €50 for any property they refer to booking.com.

Abbreviation of alternative text, and most commonly used in the context of images, alt text is the text that would be presented to the user in case the image fails to load. Alt text also impacts the way search engines rank a website and therefore naming images in an SEO friendly way can be impactful for the website. 

For example: you update a weekly blog article on your fitness accessories website and in each blog post you upload images between paragraphs to make the reading experience friendlier for the user. Your marketing team makes sure that while uploading the images they insert alt text on each image which includes keywords such as “running belt”, “running bag” or “hiking backpack” to describe the images. These alt texts will appear instead of the images in case they fail to load when a user is reading your articles. As they are also being crawled by search engines, they help your website rank higher in the search results page for relevant search terms.

Abbreviation of Augmented Reality, AR is an experience that allows adding digital objects to existing, real-life surroundings, via screens. 

For example: you own an e-commerce furniture website. You’re interested to enable users to visualise better how your furniture will look in their homes before buying it. You decide that the best way to do it is to add an AR feature on your website for all furniture. Once a user scans the code of a specific sofa, for example, the sofa appears on her screen, she places her mobile phone where the sofa should be placed in her living room and manages to see better if it fits her home as she wanted.

An abbreviation for App Store Optimisation, ASO is the process of improving a mobile app - in reviews, speed, content and general visibility like its icon and app name - in order for it to rank higher in the organic search results of the app stores. ASO actions are taken to improve app’s discoverability which will then lead to more unpaid (organic) installs. 

For example: you launched your karaoke mobile app on Apple’s app store and Google’s play store several months ago. While your paid campaigns are showing positive results, you are interested in increasing the app’s organic installs. You hire an ASO professional who recommends to change the app’s icon to a brighter funkier one, update your title, description, add keywords in specific areas of the app and add better screenshots of the app’s screens to attract users. You execute all these recommendations and notice that after a while your app is ranking higher in the search results. As an ASO is a long term process, you make sure to continue working to improve your app to rank high. 

Recognising which marketing channel the conversion or other actions should be associated with. If a user clicks an ad on Instagram on day 1 and on day 5 clicks a Google remarketing banner and then purchases on the website, an attribution model of “the last click” will attribute the purchase to Google and an attribution model of “the first click” will attribute it to Instagram. Fractional attribution model will split it between both. 

 For example: you own an e-commerce website where you measure your results daily. You notice that Google conversions are not whole numbers, which raises your suspicion. Upon checking with your marketing team they explain that they use a “position-based” attribution model whereas Google attributes 40% of the conversion to the first click, 40% to the last click and 20% equally between the other clicks. That helps your team understand how ads perform and the buyer’s journey better. 

In an online marketing context, audio refers to the ways in which sound is used as a new form of media. Audio includes, for example, podcasts - radio like programs that users can listen to from different devices, audio books - books that are being read to the listener, voice search - asking the search engine via voice for the things users want to find, personal assistants like Google Home, Alexa or Siri which are being operated and engaged with via voice and audio streamers apps like Spotify. 

For example: as part of your annual marketing plan for your e-commerce solution business, your marketing team suggests that you will start a podcast where you share best practices for e-commerce website owners. In the podcast, you will conduct interviews with marketers who specialise in e-commerce, owners of successful online stores as well as selected members of your team who can share insights about the e-commerce world. Although the podcast won’t generate income for your business at first, it will attract your target audience to pay attention to you (and in the long run, that will generate more income). Furthermore, once successful, your podcast will receive sponsorships from businesses that want to reach your audience.

Processes that are designed to work automatically - with minimum or none human intervention and they increase efficiency and speed as well as reduce costs in businesses. These processes usually take over repetitive tasks and are implemented in different areas of operation such as in factories with robots as labour, offices with hiring and employees follow up, customer service with virtual assistants and marketing and sales with automatic onboarding and reminder emails. 

For example: you operate a series of emails/SMS messages sent to a client who bought your organic products on your website and you inform her/him of the delivery progress. You also implemented a daily sales report that runs in the company’s CRM (client relationship management) tool, combining all your sales channels and is sent to you automatically every morning at 9 am. 

When a company (business) sells its products or services to other businesses. This type of company doesn't sell its services to individuals.  

For example: an online marketing business is a B2B company as it sells its services to other organizations/businesses/companies that want to promote their products and/or services.

When a company (business) sells its products or services directly to end consumers. This type of company doesn't usually sell its services to other companies/businesses. 

For example: an apparel shop located in a shopping mall is a B2C company as it sells its items to individuals who are buying them for personal use.

A banner is a form of media (image or a moving image for example) that is placed on websites with the purpose to attract users’ attention and drive them to click on the image. Clicking on the banner will direct the user to another web page, the one the banner was promoting. 

For example: on news websites, among the articles’ titles on the home page, within the articles, above and below articles, you can find banners that promote other businesses, such as a clothing website placing a banner announcing “20% off on all items>>”. 

Users’ behaviour where they ignore banner ads - consciously or unconsciously - while they visit websites or other online assets. This phenomenon happens because banners are perceived as a disruption to what users actually came to the website for read news, watch a video and others. 

For example: you run banner ads on the Google Display Network to promote your most recent promo on laptops. You notice two things: the first is that remarketing audiences- people who have visited your website before - respond better to your banners and second is that generally, the CTR is lower than you had expected. You decide to AB test the banners and after replacing the visual and copy several times, you find out that GIF banners which include motion works better for your campaign.

While the fold is the bottom border of the area that fills users’ screen, everything below that border is below the fold. To see this area, users must scroll down. As content is mostly seen above the fold, website owners should prioritise what should go above and below the fold. 

For example: you are running a Google search campaign for your pet food business. You notice that when searching on desktop devices, you see most results instantly and above the fold without needing to scroll down. However when searching on mobile, most of the results are seen below the fold, meaning a user must scroll down to see further to the first result. That alerts you to make changes in the Search campaign so as to make sure your website always appears first for relevant searches on mobile.

A specific amount that platforms set for billing of an account. When spending on ads platforms such as Google or Facebook, these let advertisers spend a fixed recurring amount before charging their credit card (or using the other methods for payments). A new account will have a low threshold, such as $20 or $50 but with time, stable payments and higher spend, accounts are eligible for higher billing thresholds. 

For example: you recently started creating sponsored campaigns on Facebook to promote your business. In your new ad account, you are eligible for a billing threshold of $20. Your first campaign is running with a daily budget of $10 so after 2 days it spends $20 and you get a billing notification that your credit card was charged. You’re happy with the results and therefore increase your daily budget, so the next $20 are spent in 1.5 days and your card is being charged again. After a few months, you spend more on ads and as all transactions went through smoothly, your billing threshold is now $750. 

Short for “weblog”, a blog is a standalone website or a part of a website where most commonly the company or person behind it shares information about the industry or subject they are knowledgeable about or operating in. Blog articles, also known as blog posts, are published frequently and appear in their chronological order of publication. 

For example: as a baking enthusiast you follow a blog that is all about helping, improving and making you enjoy baking more. The blog shares interesting how-tos, hacks and tricks for baking, recipes, and interviews with baking specialists. As the owner of a clothing brand, it encourages you to create a blog section on your website where you share styling tips, fashion advice and trends from around the world. The blog brings more value to your clients and they provide great feedback about the content you share. That also makes them come back to your website to discover the most recent blog posts.

Also referred to as BoFu, the bottom of the funnel represents the stage of the buyer’s journey that is after consideration: this is where a potential customer is deciding to buy a product/service and becomes a paying client. BoFu is also where companies are exposed to the smallest number of people after starting at the ToFu (top of the funnel) with the highest number of people. 

For example: Facebook’s marketing objectives are divided into three parts while each one represents a different stage of the marketing funnel. The third part is “conversion” which is the bottom of the funnel. The marketing objectives available for you as an advertiser represent buying decisions and are “conversions”, “catalogue sales” and “store traffic”. All these objectives help your brand in moving people who are already considering your product/service to buy from you.

The percentage of users who leave the website without browsing more than one page - the page where they landed. 

For example: if your website’s bounce rate shows 40% that means that on average, out of a 100 users - 40 lands on a page and then leave (therefore “bounce”) your website without browsing to a 2nd page. 60 users on average browse to a 2nd, a 3rd or more pages on your website. 

A marketing strategy whereby a company communicates with the goal to build its brand on a deep level among audiences. Brand marketing focuses on telling the story of the brand and making the brand and not necessarily a specific product or service, recognised, different and top of mind.

For example: Apple is a company that built a strong brand, that is associated with innovation and quality, using brand marketing across the board. A few campaign examples would be its 1984 ad introducing a new computer without showing any computer, its Think Different campaign presenting famous people and its iPod ad showing silhouettes dancing with the iconic white earphones. 

A secondary navigation to the main menu on websites which makes it easy for users visiting it to understand where they are and/or navigate back to other pages. It is usually used in multiple pages websites and is known to be beneficial for SEO of websites as it helps search engines understand the website’s structure. 

For example: your e-commerce website has grown to feature thousands of products in dozens of categories. To improve the user experience on the website and reduce bounce rates your internal marketing team advises to add breadcrumb navigation to your website which will be shown below the main menu and in text-only to users in the following format: home>category of product>sub category of product>product page (user’s current page). When looking at the analytics after adding this navigation you notice that users indeed use it to navigate back to other pages and therefore stay longer on your website. 

A link that leads to a page that doesn’t exist. A broken link is most commonly an address of a page or file that used to exist and has either been moved elsewhere or removed. Broken links can also be simple mistyping or misspelling of URLs. When users click on a broken link, an error message is displayed.

For example: the link https://www.quantum.mu/en/in-house-online-marketing-course is a broken link. When users click on it, they see an error page. If you add an “s” at the end of the link, you will see the page you were looking for: https://www.quantum.mu/en/in-house-online-marketing-courses

Captcha stands for “Completely Automated Public Turing test to tell Computers and Humans Apart”. Users encounter the test in different forms - a sequence of distorted letters and numbers, a mathematical question and a request to identify specific objects in an image to name a few. 

For example: before sending contact details on your website you will place a CAPTCHA to make sure you won’t be receiving spam leads, coming from spambots and not from real people who are interested in your product/service. 

Used in e-commerce context, cart abandonment is when users add items to their shopping cart however don’t proceed to checkout and complete their purchase. E-commerce website owners calculate their cart abandonment rate by dividing the total number of purchases by the total number of “add to cart” actions. This metric can potentially help them understand why users don’t proceed to buy - it might be due to complicated check out process or high shipping cost and in turn they can make the necessary changes on their website to improve it. 

For example: you launched a pet accessories e-commerce website recently and are receiving regular reports. You notice that your cart abandonment rate is relatively high - 73%. That means that out of 100 people adding items to their cart on your website, only 27 proceed to check out and the rest of the 73 leave without buying anything. You’re aware that the average rate is 60%-70% and would like to improve yours. After researching, your team comes to the realisation that users mainly leave because they aren’t happy about having to create a new account and others are concerned about payment security. You make the necessary changes on your website - simpler check out and security certificates that reassure users and manage to decrease your cart abandonment rate.  

Abbreviation for creative commons zero, CC0 is the permission that creators like photographers and graphic designers give to the public to access, use, edit and/or distribute their creation without any restriction on copyright.

For example: you own a bakery in your city and promote it using Instagram. As you’re posting frequently, you need many different photos, however as you can’t afford paying a professional photographer every week, you need to use photos from external sources. You have a stock photo package which you paid for and you also use websites such as pixabay.com that offer photos with no copyright on them, under creative commons zero and which you can use to promote your business freely. 

Short for Chat Robot, a Chatbot is a software program that is used for having a conversation - ask and answer questions - with users. 

For example: you have an e-commerce website where you sell fresh fruits and vegetables. You are interested to improve your conversion rate - making more users who are already visiting the website - purchase on it. You learn that including a Chatbot - an assistant that can answer questions people have about the products and purchasing process can help. You work to develop and implement a Chatbot that can cater to your clients’ needs and with the time you see that this assistance indeed helps to improve sales.

The percentage of users that leave a service or stop using a product after being subscribed to it or using it. Churn rate is usually measured in specific time frames such as monthly, quarterly and annually. Mathematically it is calculated as (number of customers in the beginning of a time frame/customers who stopped using the service in the same time frame)*100.

For example: you own a SaaS (software as a service) solution company. Your analysis team sends you a quarterly report with relevant information, including churn rate. When reading your report you see that your churn rate last quarter was 10.14%. That is based on the number of customers you had in the beginning of the quarter - 345 while for different reasons you lost 35 customers by the end of the same quarter. Your churn rate calculation is: 35/345*100=10.14%.

An action a user takes and which brings her/him to the next screen. 

For example: a user that clicks on your Google Search ad will then see a page on your website. A user that clicks on the image post you uploaded to Facebook will then see the same image, only bigger on her/his screen. 

Using clickbaits is a technique meant to arouse the curiosity of users by providing partial, provocative, shocking or dramatic headlines in order to attract them to click on ads and visit the website on the other side of the link. 

For example: phrases like “you won’t believe…”, “click to see what happened next…” as well as “Get results in Y days” and “X things you need to know about...” are examples for clickbaits.

An SEO technique where users see specific content when they visit a website however search engines’ robots are presented with different content. Cloaking is a black hat SEO practice which is used to improve websites’ ranking for specific keywords on search engines however as it manipulates search engines, it puts the website at risk to be banned or de-ranked. 

For example: presenting to users website content in images however presenting text content to Google’s crawler as well as hiding keywords that bots identify however the user is not seeing because they’re the same colour as the background are cloaking examples.

Content management system is a software environment where users can easily add, edit and change content. It’s most commonly used for websites where users don’t need to code themselves as the interface of the CMS is friendly. 

For example: the most common CMS for websites is WordPress. If your company’s website is built on WordPress, you can easily change photos or text on your website, add a new feature or remove an irrelevant page, without needing to know how to code. 

When two or more brands strategically collaborate for a mutual campaign or a new service/product. As examples - in September 2020, Lego and Adidas collaborated to create Lego shoes and in September 2013 Google and Nestle joined to create an Android KitKat chocolate. Each of the collaborating brands enjoyed exposure to the audiences of the other. 

For example: you are marketing fitness accessories and want to reach a larger audience. You come up with a co-branding idea to join forces with a local sports shoe brand to create the ultimate training pack that includes shoes + accessories for buyers, based on their sports activity. Together you create the running bundle, the hiking pack, the swimming deal. Both brands market and sell these in their shops and benefit from exposure to new audiences.

Email that is sent to a potential client whom the sender (usually a sales representative) didn’t have any previous interaction or contact with. A cold email is not considered as a spam email because the common practice is that the sender chooses its recipients according to relevancy. 

For example: as the owner of a beauty brand, you receive many cold emails from influencers, whom you never had an interaction with and who offer you a collaboration where they promote your products on their social media accounts in return to free products and an agreed compensation.

A call that is made to a potential client whom the caller (usually a sales representative) didn’t have any previous interaction or contact with. The common practice is that the caller chooses its cold calling prospects according to relevancy. 

For example: you own a software solution for hotels. Your sales representatives make calls to key people in hotels that are located in their sales region with the purpose to make an initial presentation of the solution and schedule a face to face meeting. The calls to the people whom the reps didn’t have an interaction with prior to it is a cold call. 

Rules that are set to be executed one after the other by a computer to complete a task or solve a problem. The algorithm dictates how the problem that was given is going to be solved and therefore different algorithms can be offered to solve the same problem.
For example: the Google Maps algorithm uses a route finding set of rules to bring its users from one destination to another, the Facebook news feed algorithm uses another set of rules to determine what to show each user at any given time on her/his feed and the Google Search algorithm operates a series of rules each time a user types a search term to determine which results are the most relevant to it so it can return and display them accordingly. 

A form placed on online assets such as websites that includes fields defined by the website’s owner and allows the users to get in touch with the business directly. These fields most commonly include: user’s name, email address and message that she/he would like to leave, as well as phone number, type of request and address. 

For example: in a weekly review you request to know how many leads the company is receiving and what are their sources. Your team informs you that 27% of the leads are generated from the contact us form on your website, from different sources such as social media and search marketing and these leads are qualified.

Collecting pieces of content produced by others and sharing it in different forms such as social media posts, blog articles or emails to the relevant audience of the organisation/person. The sharer is called the curator and it aspires to provide value to its followers by presenting the curated content. 

For example: you manage a B2B services company, working mainly with small and medium businesses. Every week you send an email to your database with highlights of the week for SMBs where you include news, how-tos and guides. You summarise each piece of content in a few sentences and link to it at the end. This content curation provides your email list with a lot of value: it strengthens the trust with your existing clients and helps your organisation stay in their awareness as well as build trust with potential clients overtime, which eventually become paying clients.

Any type of written or visual material that offers value to its users and doesn’t necessarily promote a product or service. Content marketing is strategic for brands and can appear in different forms such as regular blog posts that share tips, creation of “how to” videos, conduct interviews with experts in the company’s industry and sharing a free e-book with the brand’s target audience.
For example: you own an online fitness accessories store. To attract more users to your website, you strategically use content marketing via your blog. You update the blog three times a week and offer much value to readers - you share running tips, proper nutrition for best results, explain about different exercises and how each impacts the body and interview famous coaches that share their “best of”. This content is valuable and relevant for your readers and as it is consistent, they become frequent visitors to your website which ultimately grow your sales.

Also known as CR, the conversion rate is the percentage of users who generate a wanted-by-the-business action. This desired action can be leaving their details, signing up or downloading an e-book however it is most commonly referred to as the percentage of users who visit a website and end up purchasing items. Mathematically it is a percentage that is calculated as conversions/users.

For example: your pet accessories e-commerce website had 20,000 unique visits this month and you made 200 sales. Your conversion rate this month was 1%. 

Also known as CRO, conversion rate optimisation is the process of improving the percentage of users who take the desired action on a website. CRO is an approach that suggests that increasing the website’s traffic to get more conversions as a tactic can be outperformed by trying to generate more conversions from existing traffic. 

For example: 10,000 users visit your website every month and on average, 100 sign up to your service, which means you have 1% conversion rate (CR). You’ve heard about CRO and you’re looking into ways to improve this 1% CR in order to get a fraction of the other 99% of users to convert. You add a live chat that is operating 24/7 at the disposal of your users. You also make sure it is triggered automatically after a user spends 45 seconds on a specific page. The conversations with your sales team via the live chat encourages more people to sign up and in the following months, you manage to get a few more dozens of conversions and improve your overall CR to 1.5%. 

Also known as HTTP cookie, browser cookie, web or internet cookie, cookies are text files that are placed on users’ browser when they visit websites. These websites can then understand better user behaviour on the website, “remember” the users who visit (and by that allowing them to not enter their details again, saving their wish list or shopping cart or offer them discounts as returning users) as well as show them ads outside of their website.

For example: you own an e-commerce website selling fitness accessories. You want to show ads on Facebook and Google to users who have visited your website however didn’t purchase anything. In order to do that, you implement a few lines of codes given to you by Facebook and Google and they in turn, place cookies every time users visit your website on the same users’ browser and track their behaviour. You can then create on these platforms audiences of people who have visited your website and exclude those who bought and show ads to this specific audience across Google’s network and Facebook’s eco-system.

Cost per acquisition or cost per action or customer acquisition cost refers to the cost an advertiser paid on average for a conversion taken by a user. This conversion can be defined by signing up for a free trial, downloading an e-book, filling a form and most commonly - making a purchase. Mathematically it is calculated as cost/acquisitions.

For example: if you spent $4,000 on your Facebook ads in order to promote your e-commerce website to gain more sales, and as a result you received 200 purchases, your CPA is $20. 

Cost per click is how much it cost the advertiser to generate one click on average based on the ad spent. Mathematically it is calculated as cost/clicks. 

For example: if you spent $50 in your Facebook campaign and received 150 clicks, your CPC is $0.3.

Cost per engagement is how much it cost the advertiser to generate one engagement on average based on the ad spent. Mathematically it is calculated as cost/engagements. 

For example: if you spent $100 in your LinkedIn campaign and received 600 total engagements - reactions, shares, clicks and others, your CPE is $0.167.

Cost per install refers to the cost an advertiser paid on average for one install of her/his app based on their ad spent. Mathematically it is calculated as cost/installs.

For example: if you spent $4,000 on your “App Promotion” campaign on Google in order to promote your mobile app and gain more downloads, and as a result you received 2,000 mobile app installs, your CPI is $2. 

Cost per lead is how much it cost an advertiser to generate one lead (prospect who left contact details) on average based on her/his ad spent. Mathematically it is calculated cost/leads.

For example: if you spent $100 on your Twitter ads and received 20 leads, your CPL is $5. 

Cost per mille (one thousand in Latin) refers to the average cost spent per one thousand impressions.

For example: if your Facebook campaign shows CPM of $3, that means that you paid $3 for 1,000 appearances of your ads (impressions).

Cost per view refers to the cost an advertiser paid on average for one video view based on her/his ad spent. Mathematically it is calculated as cost/views.

For example: if you spent $100 on your YouTube video in order to promote it and gain more views, and as a result you received 300 views, your CPV is $0.3. 

Abbreviation for customer relationship management, CRM is a system where companies document, manage, follow up and analyse interactions with clients and potential clients. Most commonly the goal of using CRM is to improve relationships with clients and optimise for growth. 

For example: You manage a sales team of a B2B software solution. When you first started, the pace was slow and following up on 20-30 leads within your 2 people team was an easy task. But now your team grew to 10 salespeople as well as the marketing generates hundreds of potential leads every month from the different channels. For all these leads to be managed by the sales reps, and to make sure your already existing clients are being handled, you register to Salesforce, a CRM solution where you centralise all details, interactions and follow up on your clients.

Call to action is a word or a phrase that encourages users to perform a desired action instantly and that is related to the advertiser's business. CTAs can appear in the form of a button, a link, an image or other. 

For example: “Call us now”, “Contact us today!”, “Learn more”, “Watch more”, “Download here”, “Sign up to our newsletter”, “Shop now”, “Book now”, “Buy now” are just a few examples of different CTAs you can use. 

Click To Open Rate is the ratio between the total number of opens and the total number of clicks you had in your email campaign. Mathematically it is a percentage that is calculated as clicks/opens. CTOR is a parameter that indicates the response to your email and is a better indicator than click rate considering that click rate is in ratio to the list of subscribers, including the ones who didn’t open your email. 

For example: your recent email campaign promoting your special edition for the holiday season was sent to 7,854 email addresses. You had 3,620 opens and 270 total clicks, therefore your CTOR in this campaign was 7.46%.

Click through rate is the ratio between the total number of clicks the content received and the total number of appearances of the ad (Impressions). Mathematically it is a percentage that is calculated as clicks/impressions. CTR is a quality parameter as it indicates whether an advertiser is showing a quality content - content that people care about - in the context of their business, to the right people. High CTR impacts other costs involved in campaigns and can help reduce their CPC (cost per click). 

For example: if your Google Search campaign shows a CTR of 9% that means that out of every 1,000 impressions (appearances of your ad), you receive 90 clicks.

Abbreviation for Daily Active Users, DAUs is the number of users who visit or interact with a service or a product in an interval of one day. DAUs metric helps advertisers understand how popular is the platform they want to show their ads on not only in terms of exposure but also in terms of retention of users. 

For example: Facebook announced in January 2023 that the social network has 2.0 billion DAUs which means that every day there are 2.0 billion profiles from around the world interacting with Facebook.

Also referred to as ad scheduling, dayparting is a method whereby advertisers run their paid ads only on specific days and/or time of day according to their choice. 

For example: you market a local restaurant that serves only lunch. Most of the diners in your restaurant are people who work in its surroundings and based on your experience they make their decision of “where to eat today” just before lunchtime. Based on that, you use dayparting in your campaigns: your Facebook ads run only between 10:30 am-12:00 pm and your Google search campaigns between 8:00 am-12:00 pm. As you’re closed on the weekend, you also use dayparting to run ads only between Monday and Friday.

Demographics are the statistical characteristics of the population and for particular groups within it.  Some of these stats are age, gender, geo and income.

For example: the demographics of the target audience of your luxury local Women shoes shop in Manhattan will be women above the age of 35 years old with high household income. 

The use of digital channels such as search engines, social media networks, email, websites and apps to promote brands’ products or services. Digital marketing can be done online while connected to the internet or offline while not connected (for example via SMS or on a digital billboard). 

For example: in the marketing plan for your sports shoes brand you include traditional marketing channels like newspapers and national radio as well as digital marketing channels such as Facebook ads, Google Search and email marketing.

A marketing strategy whereby a brand communicates directly to defined audiences via channels like mail, telephone or social media to promote its offers. Direct marketing is largely measurable compared to brand marketing which is more of a long-term, indirect and less measurable strategy. 

For example: you sell insurance and would like to launch your new plan to your existing clients. Using direct email and SMS marketing, you send out the offer by email and text message to your list of clients, which helps you launch the new plan and then direct market it to other potential clients using Google Search and Facebook ads. 

Visits to a website that their source is either direct visit by typing the URL in the browser or is unknown. That is vs. visits from known sources that refer users to websites such as email marketing campaigns, social media posts or Google search results. 

For example: on your Google Analytics monthly report you see that 18% of your overall traffic is coming from a “direct” source. That means that 18 sessions out of 100 sessions are either generated from users navigating to your website by typing it on their address bar or from sources that Analytics can’t track such as a link user clicked from an SMS sent to them by another person. Other traffic sources are known and are clearly shown on your report by mentioning the name of the source: Organic search, paid search, Email, Facebook and others.

Businesses that want to show banners, pop up/pop under, interstitial ads to their target audience across the internet, would want to create the campaign type - display. This campaign can be created via platforms like Google, Yahoo and others. These visual ads will compete with other businesses that are bidding on the same audiences and will appear among articles on news websites, videos, blogs, mobile apps across the internet. 

For example: you want to offer expiring 10% off to users who have visited your online sports accessories shop in the last 30 days via banner ad. That, to bring them back to the website, “remind” them that they were looking at specific items on your website and to incentivise them to make a purchase now. In order for that to happen, you will create a display campaign including 20 different banners on Google Ads which targets only the users who have visited your website in the last 30 days. 

The domain name of a website (or an email address) is the main name of the address of the website and which will appear in every web page on it. 

For example: the domain of the URL https://www.quantum.mu/blog/beginners-guide-google-display-including-dimensions/  is “quantum.mu” and the domain name of the email address hello@quantum.mu is “quantum.mu”.

A confirmation to a consent already given to - most commonly in online marketing - receive updates. By double opting into a newsletter, for example, users leave their email address on a form and then they must confirm their participation by clicking an email sent to their inbox requesting to approve again that they want to receive promotional updates, news and other content from the brand and sometimes from 3rd parties associated with the brand. Double opt-in compared to (single) opt-in reduces the number of subscribers however helps to avoid spam subscribers and ensures a better quality of subscribers due to the high intent.

For example: Your luxury watches shop’s website includes an email collection box where you offer users to leave their email address and name so that they can receive updates about new products and other content directly to their inbox. You noticed that you are receiving a relatively high number of users who are either spam or are not really interested in your products. You decide to add another step to the subscription and make it a double opt-in process. Now, once they leave their details, they are requested to check their inbox and confirm their membership in your list. With time, this step helps you build a list of truly interested people in your luxury product as well as reduce the spam email addresses joining your list.

An e-commerce website that is selling 3rd party’s products. The e-commerce website doesn’t keep a stock of its own and buys the product from the 3rd party only when a purchase is made on its own website. Delivery is done directly from the 3rd party to the customer. 

For example: you want to experiment with dropshipping in order to generate some passive income. You register to several affiliate programs from the beauty and cosmetics category, add their best sellers to your new Shopify store and start promoting it over Google and Facebook. Once sales are generated, you make the orders and pay the websites you affiliated with. In turn, they send the purchased items directly to your customers. 

Abbreviation for a demand-side platform, DSP is a platform where advertisers - organisations that want their ads to be shown across the internet - buy ad space to get exposure. On the platform, they choose their budget, goals, targeting and choose their maximum bid - what they’re willing to pay. DSPs allow advertisers to run effective campaigns and access a large number and variety of publishers in a sole interface.

For example: Google Display & Video 360 is a Google DSP. Choosing this platform to create your campaigns for your brand, over the Google Display Network via Google Ads, allows you to enjoy its benefits such as reaching publishers that are not on the GDN as well as try more ad types.

Big parts of content that appear more than once within a website or across more than one website and are either identical or very similar. Duplicate content puts the website that copied the content at risk to not show up in the search results for relevant search phrases. 

For example: website owners who are trying to improve their SEO, however, don’t want to bother with the hard work of creating content, might copy content from other websites. That is not a recommended practice that might end up in a ban or derank from the search results page. Sometimes duplicate content exists on websites however wasn’t created deliberately, such as the case of e-commerce descriptions that repeat across products. 

Serving ads to users who have visited a website and viewed specific products or services on it, but didn’t purchase them. The ads showcase the exact same products/services that the user viewed and can be seen on different platforms (Facebook, Google and others). Dynamic remarketing is especially effective for e-commerce websites that include thousands and dozens of thousands of products and/or services. 

For example: using dynamic retargeting, you serve a user that viewed a specific Grey Games of Thrones shirt on your website an ad with the same T-shirt when she is scrolling her Facebook feed.

Electronic commerce also known as e-commerce website is a website that sells its products or services over the Internet. 

For example: your website for your jewellery shop has been featuring the collections you create for many years. After you come up with the logistics for delivery, you decide to start selling the jewellery online. You get in touch with a developer and with payment gateways that you’re interested to work with (your local bank, Paypal and others) and they help you convert your website from what it was before - a window website - to an e-commerce website, where people can buy your jewellery online and have it delivered at their home without having to meet or talk to a sales representative. 

Content about a brand or a person which they didn’t pay for or created themselves.

For example: reviews about your restaurant on Google or Facebook, recommendations your clients make to their friends as well as magazine pieces which you didn’t pay for are all examples of earned media. 

Blacklisting emails means that a system - it can be a company’s server or email providers (like hotmail, gmail, yahoo and others), identified a specific domain or IP as a spammer and blocked it from sending emails to their organisation. These spammers IPs or domains are added to a list that is called Email blacklist. A user can also manually block IPs, email addresses or specific domains to send her/him emails. 

For example: mass mailing companies that send very high volume of emails, sometimes without these email addresses’ owners consent to receive emails, face a situation where the email addresses they send from and/or their domains get blacklisted by the email providers of the receivers. 

A bounce is when an email that was sent wasn’t delivered because it was rejected by the server, which means that the recipient didn’t receive it at all. Bounces happen for different reasons and are classified according to different categories, mainly “soft bounce” and “hard bounce”. 

For example: your recent email campaign promoting your exclusive offer for the weekend was sent to 10,000 email addresses. The campaign had 60 bounces which means 60 email addresses haven’t received your email. 

The percentage of delivered email campaigns that were clicked by subscribers who received the email. This calculation excludes email addresses that bounced. 

For example: your recent email campaign promoting your special products for Christmas was sent to 9,815 email addresses. Your total successful deliveries - 9,761, subscribers who clicked the email - 60. Your click rate is therefore 0.6%. 

The number of times an email campaign received clicks on links that appeared in it. Clicks is a raw number - one subscriber can click an email several times and each time she/he clicks it, it’s accumulated to the clicks metric. 

For example: your recent email campaign promoting your monthly promo was sent to 10,000 email addresses. Your total successful deliveries - 9,500, total clicked - number of subscribers who clicked your email - 1,000, total clicks - 2,000. That means that your email received 2,000 clicks on links featured in your email by 1,000 email addresses. 

The process of classifying emails - both received and sent - according to categories, most commonly the spam category.  Emails can, for example, be rejected or moved to spam, due to their sender’s email or content inside the email - URLs, specific words or phrases that the filters associate with spam. 

For example: an email that was sent to you from a sender that never sent you a message before and contained an announcement in regards to winning a big prize, encouraging you to click a link, landed in your spam folder as the email filters recognised it as such.  

When an email is sent to an email address that doesn’t exist anymore or that its domain doesn’t exist anymore or that its server blocked delivery, the sender gets a hard bounce. That means that the email failed to arrive to the recipient. In this case, this email will be removed from the sender's lists and the service used to send the email campaigns won’t try to send this email address a campaign again. 

For example: your recent email campaign promoting your 1+1 promo was sent to 10,000 email addresses using MailChimp. The campaign had 55 bounces, out of them 20 were hard bounces, which means 20 email addresses haven’t received your email at all. MailChimp will then remove these addresses from your list completely. 

A business that offers the service of sending emails in bulk. A business would want to use an Email marketing service provider instead of its personal inboxes, for many different reasons: the ability to send in high volumes at the ease of a click, automation of emails that are created and planned can be sent directly from the service provider, design templates easily, statistics about each campaign sent and - email providers have anti spam agreements with email providers like gmail, hotmail, yahoo and can increase the chance to land in the subscriber's inbox. 

For example: MailChimp, GetResponse, Drift, Drip or AWeber are all email marketing service providers. Using them, you can easily send a campaign to your 50,000 email addresses list at one go, design campaigns with chosen photos and logos, follow up on the campaign’s performance and that is just the tip of the iceberg.

The percentage of delivered email campaigns that were opened by subscribers who received the email. This calculation  excludes email addresses that bounced. 

For example: your recent email campaign promoting the new collection in your shop was sent to 4,790 email addresses. Your total successful deliveries - 4,567, subscribers who opened the email - 1,101. Your open rate is therefore 24.1%.

The number of times an email campaign was opened. Opens is a raw number - one subscriber can open the email several times and each time she/he opens it, it’s accumulated to the opens metric. 

For example: your recent email campaign promoting your weekly promo was sent to 10,000 email addresses. Your total successful deliveries - 9,500, total opened - number of subscribers who opened your email - 2,000, total opens - 4,000. That means that your email was opened 4,000 times by 2,000 email addresses. 

When an email is sent to an email address that its inbox is full, its server is temporarily down or the size of the email is too large, the sender gets a soft bounce. That means that the email failed to arrive to the recipient. In this case, this email will not be removed from the sender's lists immediately. The service used will try to send future campaigns to this email address again and after a few failed attempts, if any, it will remove the email from the lists (the latter description of procedure handling soft bounces changes from one service to another). 

For example: your recent email campaign promoting your 1+1 promo was sent to 10,000 email addresses using MailChimp. The campaign had 55 bounces, out of them 35 were soft bounces, which means 35 email addresses haven’t received your email at all. MailChimp will try to send these 35 addresses your future campaigns 7 or 15 more times, depending on the activity of the subscriber and if it bounces in all attempts, they will become hard bounces and removed from your list. 

Whitelisting emails means to add a specific sender or domain to a list that signals to the servers that the recipient would like to receive emails from this sender and to make sure all emails from this sender are received in her/his inbox and not in their spam. 

For example: you subscribed to your favourite marketing expert list who sends her “daily digest”. However, after several days you noticed that all the emails you received from her landed in your spam folder. You then went ahead and whitelisted her email address and since then the daily emails are received directly in your inbox.

Featuring content such as links, images or videos on a website or other online communication form, that was created and originated in another source. The content can be viewed on the website without leaving it. 

For example: you want to include on your website some of your “how-to” YouTube videos. You extract the embedding code from your videos on YouTube and implement it on the relevant pages on your website. Users can now watch YouTube videos on your website without leaving it. 

The number of (most commonly unique) users who interacted with a brand’s content or online assets whether via its social media page, website or the content it published. Engaged users, for example, are those who clicked an ad, commented on a post or shared the brand’s social media page or video. 

For example: when looking at your monthly Facebook page results you analyse how each post performed. You notice that your most popular post was a multiple image one and it had 20,862 engaged users which means 20,862 unique users have interacted with the post in different ways - clicked, commented, messaged, shared or other actions from anywhere on Facebook. 

Any type of interaction that a user performs with the content and that is meaningful for the brand. In social media, engagement refers to like, comment, share, clicking on links, viewing videos and sending of a private message to name a few. In search, display, email and other forms of marketing a click on search ad, banner ad or the link placed in an email is a type of engagement. 

For example: the Instagram ad presenting your team members was highly engaged and generated 16,759 engagements in only 2 days! These engagements included all the likes, comments, views of your Instagram profile, clicks on the CTA button of the ad among other interactions users performed with this post. 

The percentage of interactions received from different metrics, commonly - total appearances of the content or followers. This provides companies with an indication of how appealing their content is and mathematically it is calculated as (sum of total engagements/the chosen metric)*100.

For example: your recent Facebook ad promoting the new collection in your showroom has reached 14,861 people. Your total engagements - clicks, reactions, shares, comments are 547. The ad’s engagement rate based on reach is therefore 547/14,681*100=3.72%.

Content that is created to last, meaning, content that is not time-sensitive and is still relevant months or years after it was created. Website owners are motivated to create evergreen content so as to drive traffic to their website over time. 

For example: the articles “summer is here: fashion trends you need to know about”, “7 recent news from Google” and “Facebook users update January 2021” are not examples of evergreen content as they are time-sensitive and will be irrelevant several months after they were created. The articles “9 rules for outfit colour matching”, “Beginner’s Guide to Google Display” and “How to build a Facebook page that people care about” are examples of evergreen content. These articles are general and aside from minor updates that you might need to do, their content is relevant all the time.

The third hierarchy of a Facebook campaign, created on the Ads Manager, where advertisers choose which creative they want to show to the audiences they targeted. The creative can be a text with an image, video, multiple images, full-screen experiences or other visuals. An advertiser can also add a call to action button, URL parameters to links and others in the ad level.

A second meaning for the term Facebook ad is paid content, compared to a Facebook post or page post, which is organic (not sponsored). 

For example: you scheduled a video to be published on your Facebook page for later tonight. You now want to create a campaign for it to generate many video views. You create a campaign with “video views” marketing objective, choose your target audience, placements, budget, time and then continue to the ad. In the ad level, you choose to use an existing post. From the list of posts that are available, you choose the scheduled video as your ad. 

An account where advertisers on Facebook can create sponsored (paid) campaigns to promote their content to their target audiences. A common practice for different brands or companies is to have separate ad accounts. 

For example: you are managing seven different Facebook pages for different companies in the group of companies you work for. In order to keep the billing separately and so as to not mix campaigns you open seven different ad accounts which on each you place the relevant credit card. This also helps you in managing website-related matters such as remarketing pixels, whereas you have one pixel per ad account for each of the seven websites. 

The second hierarchy of a Facebook campaign, created on the Ads Manager, where advertisers choose their audiences, location, placements, bidding and budget among other definitions that instruct Facebook on how they want their ads to run. A Facebook campaign can include more than one ad sets and under each ad set one ad (creative) or more can run. 

For example: you run a lead generation campaign for your insurance company. To ensure you reach the relevant audiences for this specific ad aiming for business owners you navigate to the ad set level and choose people with relevant job titles like “owner” and “founder”. Furthermore, for your campaign to be profitable you want to put a limit to what a CPL (cost per lead) can be. In the ad set level, under cost control, you put the relevant cost per lead cap.

The main platform for Facebook pages to create sponsored (paid) ads over Facebook’s ecosystem - Facebook, Instagram, Messenger, Audience Network. The ads manager enables the creation of more advanced campaigns than what the “boost post” blue button does. Advanced structure of a campaign, many different audiences that can work better for businesses, the choice between different marketing objectives and better monitoring of performance are just some of what an advertiser can do using the ads manager. 

For example: you own an e-commerce website that invests a big part of its budget on Facebook ads. You learnt that dynamic remarketing/retargeting - a method where users who visit a specific item are then served with ads that showcase the exact items they looked at - is possible on Facebook, however only via the ads manager. If you haven’t already, you open an account on the ads manager and start running all your campaigns there, including your new retargeting campaign.

Advertisers on Facebook can use the “breakdown” view in the ads manager to understand performance in their campaigns, based on specific aspects such as gender and age, placement (where did their ad appear), day of the week and carousel cards (which of the cards generated more clicks for example). 

For example: you run Facebook ads for your e-commerce website and want to understand from which device you’re getting most sales and which Facebook placement is bringing you the best results. When you navigate to the ads manager and then to breakdown, you choose by delivery and then placement & device, you learn that Facebook feeds is the placement that works best for you. Also, although you have far less impressions on iOS vs. Android devices, the conversion rate on iOS is higher. That encourages you to make changes in your campaigns to make the maximum of your ad spent. 

Facebook’s network of publishers - websites that partnered with Facebook and are serving ads on their website which originate from Facebook’s advertisers. These advertisers can be any business or organisation that has a page on Facebook and creates a paid ad on Facebook. 

For example: when creating the Facebook ad for your shoes' shop you choose “Audience Network” as one of your placements. Your shoe ad will now appear on different websites - big, medium and small, that form part of Facebook’s network. 

A Facebook post that is being sponsored (paid) directly from the Facebook page itself. Posts can also be promoted via the Facebook Ads Manager where more and advanced options are offered to advertisers. A page owner can boost existing posts on the page or create a new post and choose “boost post” instead of “publish”. 

For example: you own a small clothing shop in your local city and are interested to reach larger audiences via paid content on Facebook. As you don’t have the budgets to hire a professional to create the sponsored campaigns for you as well as you don’t have the capacity to learn how to use the ads manager - you simply use “boost post”. You navigate to your page where next to each post the Blue “boost post” button is available and you click on it. You then choose your targeting, duration and budget. Within a few days and a very small budget, your post reaches many people and spreads the word about your shop. 

A free tool by Facebook that helps businesses and creators find each other and start a business collaboration. Creators enjoy monetisation of their content and businesses can benefit from exposure to new audiences.

For example: you want to tap into new younger audiences for your shoe brand. To find relevant influencers, you turn to the Facebook Brand Collabs Manager and search for Instagram creators that are relevant for the age range 18-24 years old. You approach several creators through the tool until you find the right match. You start your business collaboration with her while you compensate her for promoting your brand to her audiences. 

A free tool created by Facebook dedicated to businesses who manage multiple Facebook Pages, ad accounts and users. 

For example: you’re an agency that manages 40 different clients, each one has its own Facebook page, website, team... The best way for you to manage everything in one place and grant permissions to your employees within your company’s scope is the business manager, which was created on your agency’s name and managed by your team.

A free tool by Facebook where companies can manage their Facebook and Instagram accounts together in one place: they can publish posts, answer requests and view insights among others. 

For example: you are a small restaurant owner who manages its Facebook page and Instagram account all by yourself. Before the business suite, you had to manage each of these accounts separately, but since you moved to it, you can publish today’s menu easily on both platforms, answer all comments and messages orders from one mobile app and see how each of your posts performed on both FB & Insta on the insights section. 

The first hierarchy and the base for the entire structure of how and to whom advertisers want their ads to show on Facebook’s eco-system. A campaign is created in the ads manager and in its level, advertisers choose their marketing objective - what is it that they want to achieve - awareness, traffic, video views, conversions or others (only one objective can be chosen). Under the campaign, advertisers can create one or more ad sets and under the ad sets, they can create one or more ads. 

For example: you want to run a Facebook ad promoting your revamped website. You have the visual and text ready and you now want to distribute it to the audiences you intend to choose in the ad set level. In order to create the structure with ad sets and ads, you create a campaign where you choose your marketing objective to be “Traffic”.

Facebook’s marketing objectives are different end results that Facebook suggests advertisers to choose from and which should reflect their business goal. The campaign objectives are divided into 3 types based on the marketing funnel - awareness, consideration and conversion. Under each of them, there are different marketing objectives such as “reach”, “traffic", “app installs”, “lead generation”, “conversions” and others. Only one marketing objective can be chosen per campaign. 

For example: you’re a certified therapist offering therapy and counselling services online. You want to launch a Facebook campaign where people can easily talk to you in a private message so they will feel comfortable due to the sensitivity of the subject matter. You create a Facebook ad with a “send message” button and when you create the sponsored campaign, you choose your marketing objective: “Messages”. Facebook will deliver your ads to the people in your targeted audience who are most likely to send you a private message. 

A free tool created by Facebook dedicated to creators. Similarly to the Facebook business manager, Creator Studio makes it easy for organisations to manage their page and content. On Creator studio, a business can also schedule its posts on Instagram, swap easily between inboxes of different pages and manage the monetisation of its page.

For example: you’re an agency that manages 60 different pages for clients. Your team of community managers, the people who moderate all these pages, decides to work with Creator Studio parallel to the Business Manager as on it they can easily handle all interaction across the 60 inboxes (including private messages, comments, reviews and other interactions with each page).

Audiences that have high intent in regards to the business. Some of the different custom audiences a business can create on Facebook include: people who have visited its website, the customer list(s), users who engaged with the Facebook page or Instagram account, ones who have watched its video or have opened one of the lead forms. Custom audiences are associated with ads accounts and can be created for different time ranges, whereas Facebook limits the maximum time range. 

For example: you’re investing a lot of budget in your video campaigns. You’re interested to retarget the people who have shown real interest in your videos on Facebook and watched at least 75% of them. You create a custom audience of people who watched 75% of a specific video or all of them in the last 365 days (the maximum days Facebook allows) and then proceed to create campaigns using this audience.

A post that is created on a Facebook page however not published on it and therefore is not available publicly as opposed to other posts. Most commonly dark posts are used in sponsored (paid) campaigns to show different content to different audiences so that only audience X sees content X and audience Y sees content Y. 

For example: your mobile editing photos app is very successful in the US which was its main market so far. You have a Facebook page and you drive many mobile app installs via Facebook ads. Wanting to reach new markets, you created a second version of the app in French and are now interested to tap into the French market. You don’t want to create a new Facebook page for it just yet as you’re only in the launching phase, however, you realise that you must communicate in French while targeting France. You decide to create paid ads which will not be published on the page in order to not confuse your English speaking audience. These paid ads running in the back are your dark posts targeting French people in France and only those who are in your target audience can see these ads.

A user that liked a Facebook business page is a Facebook fan. By default, unless the fan chooses otherwise, the fan is also a follower, which means that this user shows interest to see updates from the business when the latter publishes new content. 

For example: the Facebook page of the White House has more than 9 million fans - users who liked the page. The same page has more than 10 million followers, which means roughly 1 million more users who are followers - they didn’t like the page but chose to see updates from it. 

A user that follows a Facebook for Business page or a Facebook profile is a Facebook follower. By following the page/profile, the user shows interest to see updates from it. Followers are not necessarily Facebook fans, according to the user’s choice.

For example: the Facebook page of Taylor Swift has more than 71 million fans - users who liked the page and showed interest to see updates from it. The same page has more than 69 million followers, which means roughly 2 million less users who chose to see updates from it.

Most commonly used by big news websites or blogs, instant articles are created on Facebook’s platform (vs. the websites themselves) and therefore load instantly on the mobile app screen of the users clicking on them. The business model for the website partnering with Facebook is that sponsored ads from Facebook will appear among paragraphs of the articles. Facebook will then share the revenue generated from these ads with the website’s owner. 

For example: TechCrunch’s Facebook page is posting instant articles on Facebook. When visiting its page or seeing posts from TechCrunch on the mobile feed, a small lightning sign will appear below the image. This signals that the article belongs to instant type, and indeed - when clicking on it, the article loads instantly. You can then easily swipe to see more articles, which once again - will load fast and visually friendly on your screen. 

A user who clicked a post sending to a website or instant experience (full-screen ads created on Facebook’s Ads Manager) and stayed on it until it fully loaded, generated a landing page view. Landing page views can be counted only if a Facebook pixel is implemented on the website.

For example: you’re running Facebook ads for your sports accessories e-commerce shop and you manage to drive much traffic to it from Facebook as you can see the link clicks count. To understand better whether this traffic is qualified, you compare the link clicks figure with one of landing page views and indeed you identify a disturbing gap. You conclude that although you get many clicks on your ads, further investigation is needed to understand why users don’t wait until your website fully loads. 

A type of ad that once clicked by a user, a form opens with questions that the Facebook page owner chose to ask the potential clients. Lead ads are highly effective as the user experience is simple: users don’t leave Facebook in order to send their details, information such as phone number, email, name already appear on the form as Facebook pre-fills it, and in very few clicks their info is sent to the business. Lead ads can be used to generate leads for email lists and quotation or demo requests among others.

For example: you are a startup selling analytics software to businesses. You offer a free demo and a 30 days free trial. To increase the likelihood that users will proceed from the free trial to a monthly subscription the demo needs to take place in the beginning so that your salespeople can assist prospects truly understand how the software can help them. You decide that the best approach, in this case, is to collect potential clients’ details so that your sales team can get in touch with them. Using lead ads you not only achieve that but also you add questions about their company and position in it and that helps you filter unwanted leads as well the team to prepare better for the demo. 

Audiences who are similar (in behaviour or interests for example) to audiences that already have a relationship with the business. While the business defines the source audience, which according to it Facebook will build the new audience, it can choose for example people who have visited its website or their customer list. The audience will be created between 1% to 10% (the choice is of the business) of the population on Facebook in the country set for the audience. The closer the audience is to 1%, the smaller it will be however more similar to the source audience. 

For example: you’re selling luxury cars in the UK and have been promoting your business on Facebook for a while now. You would like to reach new audiences based on people who have already engaged with your FB page, as the results were positive. You create a lookalike audience of 1% which equals approximately to 435,000 people - 1% of all users on Facebook in the UK - that are similar to the people who have engaged with your page. You then proceed to use your new audience in your campaigns. 

When creating a Facebook campaign, in the ad set level, advertisers choose which metric they want Facebook to optimise for when it delivers their ads. Only one option of optimisation for ad delivery can be chosen. Advertisers, for example, can choose in their traffic ads the optimisation for ad delivery to be “landing page views”, “link clicks”, “daily unique reach” or “impressions”. If they choose “landing page views”, it signals to Facebook they want as many views of their website as possible (vs. just the click itself), if they choose “link clicks” it means they want as many clicks to the website on their ad as possible. If “daily unique reach” is chosen, they ask Facebook to deliver the ad to the people on their audience up to once a day and if they choose “impressions”, that tells Facebook they want their ad to be shown as many times as possible.

For example: you’re investing a high budget on your video marketing and promoting the videos on different platforms, including Facebook. You noticed that your videos on Facebook have a lot of 3-second views however not as many 10 second views. In fact, the drop is huge - on your recent video, you have 100,000 3-second views and only 55,000 10-second views. You check what you can do internally to improve the video but also notice that you can choose in the ad set level the optimization for ad delivery: “ThruPlay”. That tells Facebook you want as many 15-second views of your video as possible (if your video is less than 15-second then that means you want as many completed video views as possible). 

A code that is created for free on Facebook by website owners and is implemented on their website to enable Facebook to track the traffic on it. Using the Facebook pixel website owners can better understand how users behave on their website as well as create specific audiences and run advanced campaigns based on the pixel’s data. 

For example: you are selling an online video creation tool. You’re interested to show users who have visited your website, however, didn’t buy your tool yet, ads on Facebook. In order to create this remarketing (aka retargeting) campaign, you must create and implement a Facebook pixel on your website so that Facebook has access to your website’s traffic. You then go ahead and create a website custom audience on Facebook and start a campaign that targets this audience. Based on the pixel’s information you can also exclude users who have already purchased your tool.

A code that is added to a website where specific actions that are predefined by Facebook are taken by users: a lead, add to cart, search, initiate checkout and purchase are some of Facebook’s standard events. For standard events to fire - meaning to track these actions - the Facebook base pixel must be implemented on the website. Using events’ data website owners can, for example, optimise for specific actions, populate audiences that take a certain action and create lookalikes of these audiences.

For example: you own an e-commerce shop with many different products in different categories. You launched Facebook ads and are interested in creating a Facebook campaign where you offer a discount coupon to users who have added products to their cart however didn’t make a purchase. Your developer implements the Facebook pixel, the “purchase” and “add to cart” standard events along with other types of events like “add payment info”, “search” and “subscribe”. You then create audiences accordingly and in your campaign, you target people in the audience of “add to cart” and exclude people who are in the audience of “purchase”, showing them the discount coupon ad inviting them back to your website. 

A small icon that appears in the browser’s tab next to the website’s name, as well as in other places such as the mobile search results page, bookmarks, toolbars and browsing history, near the website’s name. 

For example: the designer of your website suggests creating a favicon for it so the website will stand out in different places where favicons usually appear on users’ screens. As it is a very small icon, you choose for it the minimalist logo of your business, on a red background, one of your brand’s main colours. This helps your website to be recognised by users on their devices, especially when they have many open tabs on their browser window. 

The number of times, in average, that a user sees content from an advertiser. It is calculated most commonly as reach/impressions. 

For example: you run Facebook ads for your local hardware store. The campaign ran for 1 week and delivered 500,000 impressions. It reached 143,592 people which means it had a frequency of: 500.000/143,592=3.48. A user, on average, saw your ad between 3 to 4 times. 

The journey that the user goes through until she/he becomes a paying client. This journey starts with awareness - the user is learning that the business exists, it will continue with interest - the user visiting the brand's website, exploring the different products to finish at the desired result - purchase of one of its products. The next phase, assuming it’s relevant for the business, would be to generate a recurrent purchase with the same client. 

For example: the Facebook marketing funnel is divided into 3 phases: 1) awareness 2) consideration and 3) conversion. You can create your Facebook ads based on each one of these phases while each marketing objective is associated with one of the phases. You can choose a marketing objective “Traffic” that is categorised under “Consideration” where the main goal is to generate link clicks on your ad which will bring users to your website.

Content that in order to be able to access it, a user must perform an action such as leave her/his email address and name or purchase a paid subscription. 

For example: to help your lead generation efforts for your SaaS company, your marketing team creates gated content in the form of useful e-books where users must provide their email address, job title, company activity and name to receive the e-books. 

The General Data Protection Regulation is a set of rules implemented in May 2018 by the European Union that determines how organisations should handle collection, storage and management of users’ data. These rules were created to increase protection of people’s personal data as well as give them more power and although it’s applicable only to citizens of the EU, other countries in the world followed the same principals. 

For example: on your contact page, you invite people to subscribe to your regular updates by email. Before the GDPR was released, the default of the consent checkbox under the contact form was pre-checked. Around May 2018 you changed the default to actively ask the users for their consent as well as made changes to your privacy and cookie policy to align with the GDPR. You also informed your entire database about these changes and requested them to agree to the new terms by re-subscribing. 

Showing ads to users based on their geographical location. 

For example: your local shop in Manhattan will be promoted via Facebook ads which their geotargeting will be New York, New York only (vs. the entire state of New York or the US or World Wide). Another example would be of an international e-commerce website showing ads to people in different languages, based on their geographical location. 

An image file that is most commonly used nowadays as an animated image format. GIFs don’t have sound and when they are sent or posted they play automatically in continuous loops. They are usually associated with fun and humour and are broadly used on social media. 

For example: your flip flops brand’s tone of voice is young and sassy. To convey this feeling you reply to Tweets and comments on Facebook using GIFs. This creates a light and approachable brand image which helps you in achieving high engagement rates with your target audiences.

The third hierarchy of a Google campaign where advertisers choose which creative they want to show to the audiences they targeted. The creative (ad) can be text, image, moving image, video, or other combinations. For each ad, advertisers can choose the URL it will direct to. They can also feature different add-ons on it, depending on its type. Advertisers can, for example, add a call button to a text ad which will appear on mobile and users can phone them directly from the ad. 

For example: you want to show ads of your flower shop to anyone who is searching on Google for “flowers delivery”. For this search term to bring up your website in the search results, you create a Google campaign where you choose your marketing goal - website traffic and campaign type - Search. You then choose in the ad group level the location, budget and others as well as the keywords that should trigger your ads. At the final stage, you create a text ad with headlines, descriptions and your website’s address.

The platform where advertisers - organisations that want to promote their product/service - can create campaigns on Google’s different platforms: search campaign to appear on Google’s search results, display campaign so that their banners will appear on different websites across the internet, video campaigns to appear on YouTube and other partners and app campaign to appear on Google’s Play store and its partners. 

For example: you wish to appear on the top of Google’s search results when someone is searching for “flowers delivery in Manhattan” in order to promote your Manhattan flowers business. The platform you will need to use in order to create your keywords list and ads will be Google Ads, where you will then choose “Search” as a type of campaign.

Audiences created by Google Ads automatically or the Google Ads account owner and which advertisers can use in their ad groups to reach people with specific purchase intent, who are around specific life events, have visited their website or form part of their customer list. 

For example: you own a local restaurant and are interested in running a brand awareness campaign for it. You launch a Google Display campaign showing banners in the relevant location. To ensure the campaign’s success you use one of Google’s audiences, affinity audience based on people’s habits named “frequently dines out”.

More tailor made for brands and less broad compared to affinity audiences, custom affinity audiences are ones who have very specific passions, habits or interests and can be targeted in different Google campaign types - Display, Search, Video and others. In custom affinity, advertisers achieve more preciseness by choosing specific interests, URLs, places and apps that their audiences might be interested in. 

For example: you sell luxury cars. You launch a Google Display campaign showing banners in the relevant GEOs. To ensure the campaign’s success and instead of choosing the affinity audience named: “luxury shoppers” which you find too broad, you create a custom affinity audience that specifies the interest: “luxury cars”, the URLs: www.bentleymotors.com and www.mercedes-benz.com, and the app DriveShare. This helps you reach more accuracy in targeting and therefore achieve better performance in your campaign. 

More tailor-made for brands and less broad compared to in-market audiences, custom intent audiences are ones who have very specific intent to purchase and can be targeted in different Google campaign types - Display and others. With a custom intent audience, advertisers achieve more preciseness by choosing related URLs and keywords that their audiences are actively researching for on the internet. 

For example: you own a foreign language learning website. You launch a Google Display campaign showing banners in the relevant GEOs. To ensure the campaign’s success and instead of using the in-market audience named: “foreign language study”, you create a custom intent audience that specifies the keyword: learn a new language online (and similar others based on what Google suggests) as well as the related URL: www.duolingo.com. This helps you reach more accuracy in targeting and therefore achieve better performance in your campaign. 

Audiences that are created from the advertisers’ customer list which includes their customers’ contact details (email, phone, name and others) and can be targeted in different Google campaign types - Search, Display, Video and others. Advertisers can, for example, upload to their account a list of all the email addresses they have collected in their physical showrooms or shops. When these audiences are targeted, they see the ads when they’re logged in to their Google account. Unlike other Google audiences, membership duration of customer match audience is not limited to a specific number of days. 

For example: you own a makeup brand that has dozens of locations across the country. In the shops, your staff is encouraging people to share their email address and receive updates about new collections and promos. You also have many subscribers joining via your website and social media channels. To reach these customers across the internet and not only via email, you create a Google customer match audience where you import all email addresses, names, phone numbers and zip codes. You then go ahead and create different campaigns, such as Google Display, and choose your customer list as your audience. 

Expansions to a search ad that add more information about a business and increases the likelihood a user will click on it. Some ad extensions are site links where links to different pages on the website are added (on top of the main link), call extension where a user can call the business directly from the ad and form extension where a user can send their details requesting for a quote directly from the ad. Ad extensions can be set to appear only during specific times of the day. 

For example: you notice that your search ads promoting your sports shop are taking up much of the space on the screen when appearing on mobile. You search for ways to thicken them to take even bigger space on mobile screens so users can’t ignore them and you get to learn about ad extensions. After adding the extensions to your ads, you discover that not only that they help your ads be more present but also they generate other interactions that you didn’t benefit from before - clients call you more, text you and even subscribe to your email list directly from the ads.

The second hierarchy of a Google ads campaign where advertisers choose their audiences, their demographics and bidding among other definitions that instruct Google on how they want their ads to run. A Google campaign can include more than one ad group and under each ad group, one ad (creative) or more can run. 

For example: you want to run a Google Display campaign for your car showroom. Your main goal is to reach people who have already visited your website. To ensure this you navigate to the ad group level and choose the audience “all website visitors”. Furthermore, for your campaign to achieve its goals you define in the ad group level your default bid for the ads that are created under the ad group.

Where a paid ad appears on the search results compared to other paid ads. Ad position is determined by the ad rank, a value that Google calculates based on several factors such as bid and ad relevance. 

For example: an ad position 3 means that your ad appears 3rd among the paid ads. As there are paid ads above and below the organic search results, it can mean that it appears 3rd above the organic results as well as 1st below the organic results while the 2 first paid ads appear above the organic results, at the top of the page. Similarly ad position 1 doesn’t mean that your ad appears at the top of the page of the search results, rather that it is first among the paid ads appearing in the search result page.

A value that is calculated based on several factors such as bid and ad relevance and which determines the ad position, where ads appear on the paid search results. It is calculated each time an ad is eligible to appear on the search results page. 

For example: you run a Google Search campaign for your online bookstore. You aspire to always be at the 1st or 2nd position when people search for books you sell. To make sure of that, you work to improve your ad rank: you start with increasing your bids. Then, you break down some of your ad groups into more ad groups to make them more specific and write your ads accordingly, which helps you increase your CTR. Finally, you improve your landing page. All these actions help you improve your ad rank which in turn, improves your ad position.

The web address of the landing page the users are redirected to after clicking an ad. Different ads in a campaign can point to different destination URLs. 

For example: You want users to see the team page on your website after clicking your banner ad on your Google Display campaign. You set up this link: https://www.quantum.mu/en/about as your destination URL. When users click on your banner the landing page will be the one featuring the team where they can learn more about the people in your company. 

The web address that appears in an ad. This address is a display which means that although it shows the users the landing page’s address roughly, it won’t necessarily point them to this exact address as the landing page.

For example: Your search ad promoting your services has the following display URL: www.quantum.mu. As you’re interested for the users to see a landing page featuring what your clients say about you, the destination URL of the ad is a specific page on your website: https://www.quantum.mu/en/testimonials. The users won't see the latter in the main ad, rather the shorter version of this link, where it displays your domain only, as you defined it in your campaign. 

An estimation of keywords by Google which helps advertisers understand how likely users are to click their ads, regardless other parameters such as ad position. Expected CTR can be “below average”, “average” and “above average”. “Below average” status signals the advertiser she/he should look into the ad associated with the keyword and make it more relevant so that users are more likely to click on it. 

For example: in the weekly report you extract from your Google Search campaign for your pet food business you notice that some keywords have a CTR of 14.29% however it has “below average” expected click through rate, that means that Google estimates that users are not likely to click your ad for these keywords. You go ahead and make changes to the ad to make it more specific to the keyword and later on indeed notices that its expected CTR has changed to “average”.

An estimation that indicates the quality of ads and landing pages and which impacts the cost advertisers pay and their ads’ ranking. Its value is between 1 to 10, it is calculated based on past performance and given by Google to keywords in the campaigns. The three parameters that Google considers for determining the quality score are: expected CTR, relevance of ads and the landing page experience. 

For example: you own a local furniture shop, which you run a Google Search campaign for. You have many different keywords in your campaign, and most of them have a quality score. You notice that for the keyword that includes your shop’s name the quality score is 10/10, the keyword [contemporary sofa] has an 8/10 quality score and the keyword that includes a competitor’s name has a quality score of 6/10. You also learn that for high quality score keywords your CPCs are much lower compared to lower quality score keywords and that you also have some keywords with the status: “Rarely shown (low Quality Score)”. 

A type of ad that is built from different elements such as images, texts and logos that are uploaded to Google Ads by the advertiser. Google in turn uses combinations of these elements so that they will appear on the large variety of ad spaces on different websites across the display network. 

For example: you run a display campaign for your spa. Towards the peak time of the year you want to achieve higher visibility across Google’s display network. Until now you were using image only ads in predefined dimensions dictated by Google. By switching to responsive ads - where you upload images, headlines, logos, videos, and descriptions to your Google Ads account you manage to achieve more visibility as well as your ads look more native on the website they appear on.

A metric that helps advertisers understand how many of the impressions that are available for them in the very first position on the search results, are indeed taken by their ads. It’s also known as Impr (abs top) % and it is calculated as actual impressions on absolute top/eligible impressions on absolute top. 

For example: in the weekly report you extract from your Google Search campaign for your dog food business you notice that some important keywords that include the words “buy online” and “delivery” get only 27.16% and 33.9% impression share for the absolute top. That means that on average your ads get only 27 and 34 impressions out of every 100 eligible impressions for the first position. You increase your bids on these keywords and follow up the next week to see that indeed you’re getting a higher absolute top impression share. That helps you drive more traffic to your website and eventually make more sales.

A metric that helps advertisers understand how many of the impressions that are available for them in the first positions, above the organic results on the search results page, are indeed taken by their ads. It’s also known as Impr (top) % and it is calculated as actual impressions on top/eligible impressions on top. 

For example: in the weekly report you extract from your Google Search campaign for your cat food business you notice that for your company’s name keywords your top impression share is 98.32% and 100%, which means your ads appear all the times that people are searching for your company by its name. However other keywords, that include the words “buy online” and “home delivery” get 67.58% and 73.17% impressions share for the top. That means that on average your ads get 68 and 73 impressions out of every 100 eligible impressions for the first positions. You increase your bids on these keywords and follow up the next week to see that indeed you’re getting a higher top impression share. That helps you drive more traffic to your website and eventually make more sales. 

A platform for publishers - websites that most commonly have high volume of traffic where they can monetise it, or in other words - make money out of it. The publisher is allocating space for ads, registering its website to Google AdSense and by doing that Google AdSense will start “sending” approved ads to its new partner publisher. Both parties share the revenue generated from advertisers.

For example: as a parent counsel, you have a successful blog about parenting in the new world. All the content you create is given for free for users. To cover for the costs you invest to maintain the website, you decide to register Google AdSense and start showing ads. You will be paid by Google each month for the ads shown on your website. 

A free service by Google where one can subscribe to receive email alerts every time specific words or phrases appear in new content over the internet on blogs, articles, web pages and others.

For example: in order to follow up on mentions of your brand name on the media, you subscribe to Google Alerts and add all the variations of your company name and its subsidiaries. Every time an article is being published on the internet on a news website or a blog you receive an email from Google about it with the link to the web page. This helps you monitor your company’s visibility on the internet. 

A free tool by Google that measures websites and apps performance. Using Google Analytics enables website owners to know how many users visited their website, how long they stayed, which pages are more popular than others, from which GEO visitors arrived at the website to name just a very few of the data insights owners can receive from Google Analytics.

For example: you launched a new e-commerce website and you want to track the traffic coming on it from the 1st day. Specifically you want to know which of your traffic sources (Facebook, Twitter, Google Search, Emails you send...) generates the most qualified traffic. In order to measure that you will open a Google Analytics account, implement the tag it requests you to place on your website and voila ! Your website is now tracked and your Google Analytics account will start accumulating and showing data. 

Destination goal type on Google Analytics represents an action that users complete on a website or app and that is based on the URL or screen they have viewed. Using this goal type, website/app owners can measure their conversions, conversion rate and visualise their conversion funnel to understand where users drop in the path to convert. 

For example: your company offers consultation services. On its website, you have a contact us page where people can get in touch with you to request a quote. By creating a Google Analytics destination goal type, which includes the text /contact-us-thank-you (part of the URL that users land on after submitting their contact details), you are able to measure the success of your website and current campaigns as well as understand user behaviour better.

Duration goal type on Google Analytics represents user engagement that is based on the time spent on the website/app. Using this goal type website/app owners can understand user behaviour better and make improvements to their website. 

For example: your company offers babysitting services. You’re trying to understand what percentage of people spend more time on your website as well as which sources generate this kind of qualified traffic. By creating a Google Analytics duration goal type, which includes sessions that were longer than 3 minutes on your website, you are able to measure the effectiveness of specific marketing channels as well as understand which pages perform better and make people stay longer on your website.

Pages/screens per session goal type on Google Analytics represents user engagement that is based on how many web pages or app screens were viewed in one session. Using this goal type, website/app owners can understand user behaviour better and make improvements to their website. 

For example: your company offers food delivery services. You’re trying to understand which percentage of people view more than 2-3 menus on your website as well as what sources generate this kind of qualified traffic. By creating a Google Analytics pages/screens per session goal type, which includes sessions who have viewed more than 3 pages on your website, you are able to measure the effectiveness of the marketing channels you work with as well as understand which pages encourage people to explore the website further.

The ratio between the entire time spent on the website in seconds, meaning the total duration of all sessions divided by the number of sessions. Avg. session duration provides an indication to website owners of how much time on average users interact with their website and based on that - how engaging their website is. 

For example: The total duration of all sessions on your website last month was 2,000 minutes, meaning 120,000 seconds. The total number of sessions was 400. The avg. session duration on your website last month was 300 seconds, meaning 5 minutes.

Google analytics goals are actions that users complete on a website or an app and that is significant for the website/app owners: a lead, signup or purchase are some examples. These actions are called conversions and Google Analytics offers 4 types of them: 1) destination 2) duration 3) pages/screens per session and 4) event-based goal. Goals can be given a monetary value, visualised as part of a funnel and generally help the organisation understand the behaviour of users on its website as well as to measure its success. 

For example: your company offers accounting services. On your website, you have a contact us page where people can get in touch with you as well as a starter kit which you sell to small businesses. By creating Google Analytics goals based on your contacts thank you page and order page URLs, you measure the success of your marketing campaigns and are able to quantify how it progresses over time.

When a user is creating an interaction or a few interactions with a website by browsing through pages or clicking on links on a website, for example, a session is created. In case there was no interaction during 30 minutes or the time of the day changed to midnight, Google Analytics stops the session. If the same user comes back after 31 minutes or the user started a session before midnight and the time changed to midnight while she/he was still active, Google Analytics will count a new session. 

For example: your website analytics shows you had 14,874 sessions last month. That means that you had 14,874 interactions with your website during the month. These sessions weren’t necessarily created by 14,874 people rather they reflect 14,874 interactions, which some of them could come from the same visitors to your website.

Urchin Tracking Modules parameters most commonly known as UTM parameters are parameters that are added to links so that they provide information to the website owner about the traffic. There are five UTM parameters where each one provides different types of info: utm_source, utm_medium, utm_campaign, utm_term and utm_content. The website owner can add one or more of the five UTMs to her/his links and then, for example, analyse the sources that brought the most traffic, the campaigns that generated the most conversions and the keyword that generated the most qualified users. 

For example: By adding UTM parameters to a Facebook ad, the website owners received traffic to their website with the following link: https://www.quantum.mu/?utm_source=fb&utm_medium=Facebook_Desktop_Feed&utm_campaign=QM-764-PresentingQuantum

The link indicates that the traffic came from the source - Facebook, and more specifically from the Facebook feed on a desktop device. The traffic originated in the campaign named “QM-764-PresentingQuantum”. 

An additional link directing users to an app marketplace, added to a Google search ad on top of the main link of it. When clicking on this additional link, which appears in the form of a call to action “download now” button, it leads users to the relevant app page on the relevant marketplace (Google Play or App store), based on the user’s device.
For example: You own a job search website which you are running a Google Search campaign for already. You just launched your mobile app and you created a Google App Promotion campaign to encourage more downloads of the new app. To increase visibility of the app and use your already existing search campaign, you add an app extension to it. Users now have more options: they can click on the search ad to land on your website or click on the app extension in the search ad to be redirected to the App Store or Google Play, depending which device they’re using (iOS or Android). Landing on your app page encourages them to download the app right away. 

Audiences who have specific passions, habits or interests and can be targeted in different Google campaign types - Display, Search, Video and others. Advertisers can, for example, choose to target audiences who are “home decor enthusiasts”, “business travellers” or “Do-It-Yourselfers”.

For example: You sell luxury watches online. You launch a Google Display campaign showing banners in the relevant GEOs. To ensure the campaign’s success you restrict your targeting to a specific affinity audience named: “luxury shoppers”. 

Audiences who have specific intent to purchase and can be targeted in different Google campaign types - Display and others. Advertisers can, for example, choose to target audiences who are actively researching or planning to purchase “child car seat”, “hair care products” or “office supplies”.

For example: You own an online dictionary. You launch a Google Display campaign showing banners in the relevant GEOs. To ensure the campaign’s success you restrict your targeting to a specific in-market audience named: “foreign language study”. 

Audiences who are about to experience, experiencing or recently experienced an important milestone in their lives and can be targeted in different Google campaign types - Display and others. Advertisers can, for example, choose to target audiences who are “purchasing a home soon”, “recently retired” or “graduating soon”.

For example: you manage an adult-only hotel where many of your guests are honeymooners. To reach new audiences, you create a Google Display campaign in different GEOs. To ensure the campaign’s success and target the right people. You restrict your targeting to specific life-event audiences named: “getting married soon” and “recently married”.

Audiences who have already visited a brand’s website or app and can be targeted in different Google campaign types - Display, Search and others. Advertisers can, for example, choose to target audiences who have visited their website or used their app in the last 30 days (duration is set by the account’s owner and can go up to 540 days).

For example: You conduct workshops for businesses. You want to launch a Google Display campaign for your upcoming workshop “reminding” users who have shown interest in your workshop, about the deadline to register. You create an audience of people who have visited the workshop’s page on your website in the last 14 days and target this audience in your banner “last days to register!” campaign. To leverage fully from your remarketing audiences you also create a search campaign targeting anyone who visited your website in the last 540 days, knowing that your ads will be triggered only if someone is actively searching for your kind of service and has visited your website. 

Audiences who have similar characteristics and/or interests to the other high intent audiences on a Google ad account like remarketing audience and conversions audience. These audiences are created automatically by Google and can be targeted in different campaign types - Display, Search, Video and others. Advertisers can, for example, choose to target audiences who are “similar to all visitors”, meaning similar to users who have visited their website in the last 30 days.

For example: You own an e-commerce store selling different products. You want to reach new audiences in a new Google Display campaign you’re creating. To ensure that on one hand - your audience is big enough and on the other - is not too broad, you restrict your targeting to an audience of people who are similar to users who have purchased (converted) on your website. This audience is 5 times bigger than the source audience (purchasers) and is qualified due to the similarity to your most important audience. 

Call extension is a phone number added to a Google search ad, where users can click on it and call the business (assuming their device enables it) directly from the ad in the search results. Call extension can be set to appear only during the opening hours of a business. 

For example: you run a Google Search campaign for your babysitting service business. Based on your experience, you know that a phone conversation with parents reassures them and increases the likelihood they will take the next step. You decide to add a call extension to your ads, which appears within the ad in the search results as a clickable phone number. A parent who clicks on it makes a call and gets you directly on the phone. You set the ad to appear only during your operating hours and notice that indeed you’re getting more calls since the extension was added to your ad. 

A short text that is added to a Google Search ad where businesses can present their unique selling points and offers. When an ad appears, several callout extensions can be triggered with it. Unlike other extensions, callouts are not clickable. 

For example: To increase the likelihood that users will engage with your search ad promoting your electronics online store, you add callout extensions to your campaign. In these, you present some of your advantages: one callout extension mentions “Free Shipping”, in a second callout extension you share that you have “24/7 customer support” and In a third one you showcase your experience: “Since 1983”.

The first hierarchy and the base for the entire structure of how and to whom advertisers want their ads to show on Google’s eco-system. A campaign is created in a Google Ads Account and in its level, advertisers choose their marketing goal - what is it that they want to achieve - sales, leads, traffic, app promotion or others (although it’s not mandatory to choose, only one goal can be chosen). Also in the campaign level, advertisers must choose the Google campaign type - Search, Display, Shopping, Video, App or others. Under a campaign, advertisers can create one or more ad groups and under the ad groups, they can create one or more ads. 

For example: you want to display banners across the internet to people who have already visited your website. The banners are designed and ready to be uploaded to your Google’s Account. In order to create the structure with ad groups (where you will choose the audience) and ads (where you will upload the banners), you create a campaign in which you choose your marketing goal to be “Website traffic” and campaign type to be “Display”. 

A tool created by Google to manage the reporting of online channels. Google data studio connects with several platforms - Facebook, Twitter, LinkedIn, Google Analytics, Google Ads… to name a few, and by that enables businesses to aggregate all the data from all the platforms they’re active on. The data is fetched live and visual-interactive-easy-to-navigate reports are created on the cloud and are available in one click for businesses to access and/or share with others. 

For example: you’re spending a high budget on 6 different platforms, running campaigns for your e-commerce website. You’re interested to easily follow up on your results daily. Using Google data studio you will create a visual, easy to read report that features all platforms in one place. You will choose to show only the parameters you care about and which will eventually help you make better and faster decisions about your campaigns. 

The GDN, also known as the Google display network represents all the websites and apps which Google partnered with and where organisations that want to promote their products/services can show ads on. The reach businesses get using Google’s network goes far beyond Google itself as the GDN has more than 2 million websites as partners. 

For example: you want to show your target audience banner ads about your monthly promotion when they read the news on their favourite news website, check their most loved blog or watch a YouTube video. Instead of getting in touch with all the websites you want to show ads on, you will simply create a display campaign, where you can target audiences by different demographics and behaviours and by default, your ads will show on the GDN - multiple different websites - to your target audience in your targeted location.

An extension that once clicked by a user, a form opens with a request for contact details that the Google Ads account owner chose to ask from the potential clients and they can send these directly from the ad in the search results. Google form extensions are highly effective for lead collection as the user experience is simple: users don’t need to land on a website in order to share their details and in very few clicks their info is sent to the business. Form extensions can be used to generate leads for email lists and quotation or demo requests among others.

For example: you own a pest control company selling your services both to businesses and individuals. Your quotes are based on surveys done in the premises however prior to conducting the survey, your team must talk to the prospect over the phone to explain the process. To increase the likelihood that users will send their request for the site visit, you decide to add a Google form extension where they can simply share their phone number directly from the ad. You start receiving leads from the extension and your team follows up, learns more about the prospect and schedules the site visit. 

A free tool by Google that allows Search advertisers to learn about relevant-to-their-industry keywords volume search, competitiveness, get estimations for bids, as well as discover keywords ideas and recommended grouping of same.

For example: you provide plumbing solutions and would like to appear in searches done in your city, related to your services. As you’re new to Google Search, after signing up to Google ads, you use the keyword planner to learn how people search for your services, which phrases are more common than others and whether you have a lot of competition. This helps you build your campaign as well as estimate the costs involved. 

A location extension is address details appearing in an ad directly on the search results. The address is taken from an existing Google My Business account, which must be linked with the Google Ads account for it to appear in the ads. When clicking on the extension, the user sees the full details about the business as well as can click for directions.

For example: You run a Google Search campaign for your local pizza shop. You want to show users where you are located right in the ad. Instead of writing it in the ad’s text, you decide to add a location extension to your ads, which appears within the ad in the search results as a clickable address. You link your Google My Business account to your Google Ads account and now a client who clicks on your location extensions learns more about your pizza place - opening hours, phone number and other information instantly. The user can also tap again on the address in order to launch Google Maps and get directions to your place.

Previously known as Google MCC (my client center), Google manager account is a type of account on Google Ads which enables its owner to manage multiple accounts in one place.

For example: your online marketing agency is managing 45 Google Ads Accounts for clients. The best way for you to navigate between the accounts and manage them all in one place with one login is opening a Manager Account and associate the 45 accounts with it.

A free tool by Google to navigate geographically. Businesses can create their locations on Google maps as well, link it with their Google My Business account, and help their clients find them easily as well as get exposure to new clients who are nearby.

For example: you want your ice cream shop to be discovered by more tourists that are nearby and are searching on Google Maps: “ice cream”. You create your Google Maps location and can now get more exposure from users who are searching for you or for what you sell.

A message extension is a phone number added to a Google search ad where users can click on it and send a text message to the business (assuming their device enables it) directly from the ad in the search results. The business can also set up a pre-written message for the users to send. Message extension can be set to appear only during the opening hours of a business.

For example: You run a Google Search campaign for your local pizza shop. Based on your experience, you know that clients like to make their orders via SMS. You decide to add a message extension to your ads, which appears within the ad in the search results as a clickable phone number. A client who clicks on it has a pre-written message she/he can send to start the conversation: “Hey there, I’d like to order”. The message is sent directly to the pizza’s phone. You set the ad to appear only during your operating hours and notice that indeed you’re getting more messages since the extension was added to your ad.

A free tool created by Google dedicated to businesses which enables them to manage their visibility on Google’s websites like Google search and Google maps. 

For example: you want to improve the visibility of your local restaurant in Manhattan - control the photos users see when they search for you on Google, update opening hours in general and in particular on special occasions and reply as your business to reviews clients leave about the experience in your restaurant. By signing up to Google my business you get access to all of the above and much more! 

Price extension is the text displayed with cost and currency added to a Google search ad, where users can click and be redirected to the relevant web page associated with the price card. One ad can feature several price cards for different options as well as the rate per unit. 

For example: You run a Google Search campaign for your hotel. You’re interested to showcase your prices directly in the search results to avoid traffic of users that the investment doesn’t suit them. You decide to add a price extension to your ads, which appears within the ad in the search results as clickable cards, each one displaying the different room options: “single room $200/night”, “double room/$350” and others. Each card can be clicked and will redirect the users to the relevant option they chose. With time you notice that although you’re receiving fewer clicks on your ads, the traffic is more quality. 

Previously known as Google Webmaster Tools, Google Search Console is a free tool by Google that helps website owners to analyse, monitor and follow up on their website’s organic visibility on the search results page as well as be informed of website errors and learn about mobile usability issues among others.

For example: to follow up on your SEO efforts and general website organic search performance, you receive a monthly report from your marketing team based on Google Search Console. This report showcases your website ranking and CTR from the search results, which searches brought you the most traffic, what errors were discovered and fixed during the month as well as which new backlinks your website has.

Sitelink extensions are additional links that are added to a Google search ad, on top of the main link of it. Sitelink extensions can lead users to different pages on a website, for example: contact us, specific service page or the blog page. 

For example: you run a Google Search campaign for your phone accessories e-commerce website. You run many ads that are triggered based on specific searches however you want to test additional links in the ad to see whether they generate even more clicks. You decide to add sitelink extensions to your ads, where they represent specific categories. So now when users search for “phone case” the main ad will lead them to the phone case page however they will also see other options like “phone screen protectors” and “phone rings”, each of these sitelinks will lead them to the relevant page. 

Also known as GTM, Google Tag Manager is a free tool where a website owner can implement and manage all the tags (pixels and others) she/he want to be included on their website - from Facebook, LinkedIn, Twitter, Google Ads, Google Analytics and others. The tool is user-friendly and simple to navigate and therefore makes coding and/or changing the code on websites redundant. 

For example: you’re running campaigns for your website on 6 different platforms. You’re interested to implement tags from all 6 on your website to be able to run remarketing/retargeting campaigns on these platforms. You don’t know how to code and therefore decide to turn to GTM where you will need the help of a developer to implement GTM’s code on your website and from there on you’re fully independent to add the codes from all 6 channels and any future channel you would like via the GTM interface. 

The use of inexpensive techniques to grow the distribution and usage of products or services fast. Most commonly, startups in their early stages experiment with growth hacking methods in order to reach larger audiences in a short amount of time. 

For example: you own a startup that offers cloud storage for individuals and/or businesses. You want to grow your user database and have a very limited budget. You decide to try a growth hacking method where you offer more free space for people who refer your service to others. As your main priority is business clients, you offer even more free space for those who refer business accounts. You announce the offer in various places on your website as well as an email you send to your subscribed accounts.

A blog article written by a person outside of the organisation that owns the blog. Guest blogging is a common SEO practice that benefits both the blog owners and the guest writers: the former has the opportunity to enrich their website with more content and the latter creates a backlink to their website as well as drive traffic to it.

For example: you own a cybersecurity solution for businesses. To increase awareness about your company and to add backlinks to your website, you get in touch with a popular tech news website and offer to write an article for them about potential security risks for small and medium businesses within their organisations. The article is being published and indeed drives traffic to your website, helps in your SEO efforts and exposes you to new audiences.

A word or a combination of words that are put together without spaces between them and in front of them appears a pound sign. Hashtags are created simply by adding the # sign before words and by doing so, these word/s become clickable. If users click on the created hashtag, they land on a page where they will see all the relevant content associated with the identical Hashtag. For Hashtags to work the user must write it without any spaces and not include specific signs like “!” or “?”.

For example: you want to run a photo competition on Instagram for your kids' clothing brand. You plan the competition so that mums upload a photo of their family to their Instagram account. You ask participants to add the unique hashtag you came up with (so it won’t mix up with other content) and add it in the caption as a mandatory requirement to participate. You are then able to follow up on all photos added with the hashtag simply by navigating to it from the search bar. Others can also see which photos users uploaded by searching for the hashtag. 

A visualisation of how users make use of a website/app: areas where they visit, click and where they stop scrolling among others. The visualisation is done based on average behaviour and via a scale of colours from red to blue while, “hot” colours represent engaging areas on the website and “cold” colours represent overlooked areas on the website. 

For example: you are planning to launch the revamped website for your hotel in several months. To be able to understand what users who visit your current website are engaging with so you can learn from it - you install a code from a data visualisation solution and build your heatmaps. Using them, you learn that a video on your home page is not being clicked and that less than 30% of them are scrolling to the area where you showcase reviews. That encourages you to test different elements and structure of your website to increase engagement and to plan better for your new website. 

Instant messaging is a communication form where users can send each other written messages that appear immediately on each other’s screens, assuming that both parties are connected to the platform where the message is sent. 

For example: WhatsApp, Facebook messenger, Line, Skype and Viber are all examples of IM apps where users can send each other instant messages. 

 Appearance of an ad.

For example: if your Google Search campaign showed 1,478 impressions today, that means that the ads in your campaign appeared in the search results 1,478 times. 

Also referred to as IS, impression share is an indication that ad platforms include in their metrics to help businesses understand what is their current visibility compared to the full potential. Mathematically it is a percentage calculated as [the company's actual impressions]/[total available impressions on the platform]. 

For example: when checking your Google Ads campaigns you notice that your impression share for both search campaigns and display campaigns is less than 50%. That means that potentially you can appear on search results and over Google’s display network twice as much. After increasing your daily budget, raising bids, improving your ads quality and making some other changes to your campaigns you notice an increase in your IS which also results in more traffic and leads on your website. 

The marketing actions a brand is performing in a “pull” method, meaning to attract clients in vs. “pushing” its products/services towards clients. In-bound marketing methods include marketing channels such as content marketing, search, social media or email marketing and others.
For example: your e-commerce website is selling fitness accessories and has a blog which you update twice a week. In the blog, your marketing team provides value to readers - subjects like running tips, nutrition impact on your sports and best practices to improve your results are being discussed. Your team, based on keyword research done, uses important keywords that help your website rank higher on the search results. People discover your website by exploring these subjects and eventually purchase from you. The strategy of pulling users into your website by creating relevant content belongs to in-bound marketing field.

The use of Influencers to promote products and services. Due to the trust the followers have in the influencer they follow, when an influencer recommends a product or a service, it can give a great deal of positive exposure to the brand. This exposure can be given in various ways - series of posts, stories, videos and others as agreed between the influencer and the brand she/he is promoting. The compensation given to the influencers changes according to the impact they have which in turn depends on the number of followers, most commonly it is financial however occasionally it is giveaways and/or free experiences. 

For example: you own a local beauty products brand that has 5 physical shops and an online store. To reach younger audiences, you come up with the idea to collaborate with a local influencer. After you find the right influencer for you with a following community of a few dozens of thousands - a micro influencer, and agree on the terms, you come up with the concept that you both feel is most authentic based on her profile, audience and ongoing content. To try and measure the impact of this exposure, you also create a temporary discount code named on her and ask her to feature it in the posts.

People who have a group of followers who trust them for their knowledge and expertise in a specific subject and due to the relationship that was built overtime via the content the influencers produce and the engagement generated around it. Influencers are not only celebrities or famous people but also people who worked to build their community online. The number of followers varies greatly from one influencer to another: it can be as small as very few thousands - nano influencer, a few dozens of thousands - micro-influencer, a few hundreds of thousands - macro influencer and as big as millions, dozens and hundreds of millions of followers - mega influencer. 

For example: you own a local beauty products brand that has 5 physical shops and an online store. To reach younger audiences, you come up with the idea to collaborate with local influencers. You do some research online, consult with your teenage daughters to find out who they and their friends follow for beauty advice and get in touch with all the names you find. Each of the influencers shares statistics and information about her audience. Once you decide on the right collaboration for you and assuming the influencer agrees to the terms, together you come up with the concept for a series of posts on her Instagram account to promote your brand and expose it to her audience. 

The term internal links or linking refers to websites or other online assets that their web pages link to each other, within the same domain name. A link to view the services page of a company that is present on the home page and a blog article that links to the previous article written on the same blog are examples of internal links. 

For example: to help your SEO efforts, you decide to review your website internal links. Your link between your home page and your testimonials page by adding a CTA button, you also make sure that on the list of your services each one opens a new page with elaborated information and then on each service page you link to the contact us page. Next, you make sure that each blog article links to either the main page and/or other relevant blog articles. These internal links help search engines crawl your website better so as to rank them as well as signal them about your website hierarchy.

A form of full-screen mobile ad that appears between screens the user sees. Most commonly mobile app owners who enable interstitials within their apps for monetisation purposes, place these ads in transition points where it would be the most user friendly. 

For example: while browsing your favourite news app, you clicked on an article title to read the full article. Before the full article loaded on your screen, you saw a full-screen ad promoting a new book. As you don’t like the author, you closed this interstitial ad and moved on to read the article. From another point of view, as the owner of a beauty brand, your marketing team runs interstitial ads for your products using Google Ads platform.

The abbreviation of Internet of things, IoT refers to physical “things” such as devices and objects that are connected to the Internet, sharing data 24/7 about their status and performance and enabling the ability to control them. 

For example: smart homes are homes that use IoT. In a smart home the lights, the electricity sockets, the blinds, air-cons, water boilers, cameras and other devices are connected to the internet and therefore the people living in the house can control them from anywhere. They can turn on and off the lights by instructing their voice assistant to do that, turn the AC on before arriving home from work using their smartphone and turning off the boiler when arriving to the office after forgetting to do that at home. 

A word or a phrase that is directly related to the products or services a business sells and is used in its SEO efforts or paid campaigns as the trigger for the website to appear in the organic or paid search results. 

For example: your flower delivery shop in Manhattan has a website. Some of the keywords that both your paid Google Ads campaign include and your SEO team works on are: “flower delivery in manhattan”, “flower delivery in manhattan today” and “free flower delivery manhattan”. When someone searches for one of these keywords or a phrase that is close to them and has the same intent (for example: “flower bouquet delivery manhattan”), your website appears on Google’s search results.

Keyword matching option is a definition added to each keyword in search campaigns that limits - or not - the range of search terms that will trigger the ads in the campaign. 

For example: your hotels website has hundreds of keywords that can be triggered by thousands and dozens of thousands of search terms inserted by users into the search bar every day. As travel is a highly competitive industry, and the CPC (cost per click) is very high, you want to make sure your keywords are not too broad and therefore your ads are triggered for irrelevant search terms. Instead of pausing keywords, you decide to change the match type of each keyword in order for your campaign to be more focused.

A keyword that is defined as broad match type signals to the search engine that any related or similar search term to the keyword, in any order, should trigger the ads. Whether the search term included misspelling, mistyping, had a similar meaning or was written in a different variation - the ads should be triggered. This is the least restrictive approach among all the match types and is set by default to all keywords.

For example: your search campaign promoting your pet accessories online store includes the keyword accessories for dogs. When a user is searching for buy accessories for my dog or dogs accessories or pet accessories or leashes for dogs the ad should be triggered by the broad keyword accessories for dogs.

A keyword that is defined as broad modified match type signals to the search engine that any related search term (even if misspelt, had similar meaning, etc) to the keyword should trigger the ads, given that the words that appear with a plus sign (“+”) before them should appear in the user’s search. This approach is slightly more restrictive than the broad match type.

For example: your search campaign promoting your pet accessories online store includes the keyword accessories for +dogs. When a user is searching for buy accessories for dogs or dogs accessories the ads should be triggered by the broad modified keyword accessories for +dogs however when the user is searching for pet accessories or leashes for puppies the ads will not be triggered due to lack of the word dog in the search term.

A keyword that is defined as exact match type signals to the search engine that an identical or very close in the meaning search term to the keyword, should trigger the ads. This is the most restrictive approach among all match types. Adding keywords in exact match is done by adding [ ] to the keyword, as in: [keyword]. 

For example: your search campaign promoting your pet accessories online store includes the keyword [accessories for dogs]. When a user is searching for dog accessories or accessories for puppies the ads should be triggered by the exact keyword [accessories for dogs] however when the user is searching for buy online accessories for dogs or colourful accessories for dogs the ads will not be triggered due to the different (even if slightly) intent of the search term when compared to the keyword.

A keyword that is defined as phrase match type signals to the search engine that exact or related search term to the keyword should trigger the ads, even if words are added to them before and/or after, given that the order of the words is identical to the one in the keyword. This approach is slightly more restrictive than broad match type however more flexible than exact match type. Adding keywords in phrase match type is done by adding “ “ to the keyword, as in: “keyword“. 

For example: your search campaign promoting your pet accessories online store includes the keyword “accessories for dogs”. When a user is searching for buy accessories for dogs and cats or cool accessories for dogs the ads should be triggered by the phrase keyword “accessories for dogs” however when the user is searching for accessories for cats and dogs or accessories that are educational for dogs the ads will not be triggered due to the order of words in the search term, which doesn’t match the keyword.

Negative keywords are used to block specific searches from triggering ads. It's possible to add negative keywords in different match types (exact/phrase/broad). 

For example: your real estate agency sells houses in New York only. When you check the search term report in your Google Search Campaign you notice that some users who clicked your ads actually wanted to find houses for sale in Los Angeles and in Canada. You add the keywords Los Angeles and Canada as negative broad keywords and by that you signal to Google that any search term written with these words must not trigger your ads. 

Abbreviation for key performance indicators, KPIs are values that businesses set to measure their success. Simply put, KPI are the measurable goals businesses want to achieve and can be set for the monthly traffic on their website, annual revenue, monthly leads, quarterly signups, daily sales and so on and so forth. 

For example: your KPI for leads this month was 3,000 and the CPL (cost per lead) KPI was $2. Via the different channels you managed to generate 3,012 leads, which means you exceeded your KPI for leads however as you spent $6,500 your CPL was $2.16 and therefore the KPI for CPL was not achieved.  

The term landing page is used in two situations. 

The first is simply to describe the web page that a user sees after clicking the content. For example: in a Google ad, when a user clicks, she/he is directed to the contact us page on the website where they can leave their details instantly. In a second Google ad, the user is directed to the home page. 

The second is to describe a “one-page website” that is created for the goal of generating leads. The page is a simple one, doesn’t include a lot of content and usually offers an incentive for users to leave their details, for these reasons conversion rates on landing pages are usually higher than on websites. 

For example: you’re launching a new gadget shop in the local shopping mall and you want to create a database of potential clients - a list of phone numbers of people who later on you can communicate about new arrivals and promotions in the shop. You decide to run a lucky draw and give away 10 pieces of the recent gadget on the market as a gift. You create a standalone page that announces the giveaway, places a contact form on it with the relevant fields and start promoting it via different marketing channels. In several days you receive hundreds of names and phone numbers of people who are interested in winning the gadget who are, most probably, also potential clients of your shop. 

A lead is a person who is interested in the product/service that a business offers and provided details about himself/herself. A lead can come in the form of a phone number, an email address, WhatsApp number and physical address to name a few. 

For example: if you received 3 messages today that include the phone numbers and names of people who are interested in buying your product/service via the contact us form on your website, you received 3 leads today.  

A marketing approach where the main goal is for the marketing to result in leads - prospects’ contact details. Lead generation campaigns can, for example, be created with the goal to grow the business’ email list or generate requests for quotations. 

For example: you’re sending a weekly email to the people who have subscribed to your updates via your electronics e-commerce website. You notice that it generates good results and are interested in growing your email list. You come up with a lead generation campaign concept where an expiring discount code is given to users who join your list. The concept is being promoted via the different marketing channels and soon helps you grow your list. 

A piece of free and useful content that is given to users in exchange for their details and is created for the purpose of generating leads for a business. Some lead magnet examples are guides, e-books, cheat sheets and checklists. 

For example: in order to generate leads for your SaaS solution you create a yearly calendar with all the relevant events and special days that are related to your industry. You then run lead generation campaigns to promote this calendar where users need to leave their information to be able to download the calendar for free.

LinkedIn’s platform to manage paid ads on the professional network and its audience network (partner websites). The platform allows businesses to choose the right audiences for them in terms of skills, seniority, job title and current or past companies they worked for, to name a few. It’s also possible to manage more than one ad account under the same campaign manager. 

For example: your New York-based consultancy business targets C-Level executives as the decision-makers for this type of service. Using LinkedIn’s campaign manager, you promote your page via paid ads and choose to show your ads to people categorised under “CXO” in New York.

A type of ad that once clicked by a user, a form opens with questions that the LinkedIn page owner chose to ask its prospects. Lead ads are highly effective as the user experience is simple: users don’t leave LinkedIn in order to send their details, information such as email, name, job title, company name, already appear on the form as LinkedIn pre-fills it, and in very few clicks their info is sent to the business. Lead generation ads can be used to grow email lists and increase quotation or demo requests among others.

For example: You are a startup selling a solution to web developers. You maintain a very well written, professional and up to date blog which creates trust with your prospects and in turn brings them to try out your solution. As you want to reach new audiences and grow your email list to which you’re sending all blog updates, you start a lead generation ad on LinkedIn. The fields you require in your lead gen form are name, email and job title. The ad starts generating leads that you confirm are relevant by their job title. These are added to your mailing list and are starting to receive your updates. 

A search that includes an indication for the physical area of the desired result. Examples for local searches are “hotels in london”, “restaurants in the 5th avenue”, “dermatologist near me” or “plumber in manhattan”. 

For example: you’re an independent electrician working in your city - manhattan. The marketing freelancer who advises you, suggests creating a Google Search campaign whereby people who search for “electrician” or “emergency electrician” will see your website at the top of the search results. For even better performance of your campaign, she also advises you to add keywords that are related to local searches such as “electrician near me”, “electrician in manhattan” and “electrician emergency manhattan”, group them in an ad group and tailor make ads that emphasize to the local aspect of your services. 

As its name hints, long-tail keyword refers to a keyword that includes several words (“long”) vs. the generic short-form common keyword. Long-tail keywords bring less traffic to websites compared to generic keywords however as they’re more precise - representing a user that knows what she/he wants - they usually outperform the others. 

For example: a few keywords that are related to your furniture business would be: “outdoor furniture”, “dining table” and “furniture”. Long-tail keywords, representing more specific searches for the same business would be: “2 seater sofa for pool area”, “eight chairs wooden dining table” and “modern furniture shops near me”.

Lifetime value or customer lifetime value is the estimated revenue that a customer will generate for a business during the entire time he/she engages with it. 

For example: your beauty products’ e-commerce website generates, on average, a sale once a month to returning clients. The sale’s worth is an average of $50. A client usually stays loyal for 5 years. Your LTV/CLV is $3,000 according to this calculation: $50*12 (months)*5(years). Another example will be your Christmas decorating business selling to loyal customers who buy from you on average for 10 years $200 worth of decorations every year. Your LTV/CLV in this case would be $2,000. 

Processes that a company implements in its business for it to automatically - with minimum or none human intervention - promote its products/services and/or follow up with its clients and potential clients. Marketing automation processes most commonly take over repetitive tasks. 

For example: when users subscribe to your “makeup like a pro” guide on your online makeup store, they automatically receive the first email welcoming them with 5 tips about choosing the right makeup foundation. Then every week they receive another email from your system, without any intervention from your team, to complete the full 10 lessons guide. They also get a 25% discount on their birthday, which is sent to them automatically in the morning of their happy day. When the system identifies that a purchase was made and received at the user’s side, it automatically sends a request to fill in a feedback form about the product. 

Values that can be measured and help businesses understand their campaigns’ performance better. Some metrics such as CPL (cost per lead) and LTV (lifetime value) are more valuable than other metrics like impressions and page likes. 

For example: for your e-commerce website, you get a daily morning report that showcases metrics you’d like to follow: website visitors, add to carts, purchases, CPA (cost per acquisition) and total sales. This helps you monitor closely the performance of your overall marketing and current campaigns.

Abbreviation for Monthly Active Users, MAUs is the number of users who visit or interact with a service or a product in an interval of one month. MAUs metric helps advertisers understand how popular is the platform they want to show their ads on and what kind of reach they can achieve for their business while using it. 

For example: Facebook announced in October 2022 that the social network has 2.95 Billion MAUs which means that every month there are 2.95 billion profiles from around the world interacting with Facebook.

Also referred to as UX (user experience) Microcopy, it is all the “small” words that a user will encounter on online channels of businesses - website, app, landing page, email and others. Microcopy will guide users better, instruct them what to do next, help them understand where the error in what they typed was made and many times - reassure them. 

For example: your insurance company sells insurance online. In order to perfect your website and increase the likelihood of a purchase, you hire a microcopy expert. Among many other pieces of advice, she suggests adding next to each CTA button a small sentence that reassures potential insured users. For example, below the “Get a Quote” button “156 people already got one today!” or “No credit card required!”, next to the “Insure yourself now” she advises you to add “Payment is secured and quick!” or “You can change your mind within 10 days and get a full refund”.

Also referred to as MoFu, the middle of the funnel represents the stage of the buyer’s journey that is after awareness: this is where a potential customer is considering to buy a product/service. The brand’s job is to convince users at this stage why its specific solution is the right fit for them and to move them to the next stage of the funnel.

For example: Facebook’s marketing objectives are divided into three parts while each one represents a different stage of the marketing funnel. The second part is “consideration” which is the middle of the funnel. The marketing objectives available for you as an advertiser are “traffic”, “engagement”, “app installs”, “video views”, “lead generation” and “messages”. All these objectives help your brand in moving people who are already aware of your product/service to consider buying from you.

A general term used to describe content that is experienced positively by users on screens that are not desktop computers - mobiles, tablets and others. Examples for mobile-friendliness are a fast loading website, texts that are easily readable (without zooming in) and links that are comfortably clickable. 

For example: the corporate website representing your group of companies is being revamped to make it more mobile-friendly. It is responsive - adjusts to smaller screens’ view, even when the users rotate their device, and also you make sure to space links so the right one can be tapped easily. You don’t use heavy images, videos or softwares and for some web pages - you even change the content only when it’s viewed on mobile so as to make the UX great. This helps you improve your website’s mobile conversion rates.

Generating revenue from assets. 

For example: you can monetise your website by allocating spaces for hosting of ads and generating income from the businesses that buy these ads. You can monetise your mailing list by sending to the list offers from other businesses, which in return will pay you for featuring them in your email and generating exposure for them.

Communicating with the company’s audiences, promoting and selling its products in a mix of marketing channels such as a physical shop, website, email and different social media. 

For example: you own a small car wash business and want to promote your services online. Although you have a small budget, you choose to split it over 3 different channels: a Facebook page, monthly email campaign with a special promo and a Google Search campaign. This multi-channel approach helps you reach people in different places, and allows your clients to communicate with you in their preferable channel as well as helps you understand which of the channels works best for your business.

Paid content that blends with the platform that it’s being displayed on by having the same format and look like the other media on it. As native ads appear as part of the platform they usually perform better than non-native ads such as pop up banners. Native ads tagged as “sponsored” can be seen on social media networks such as Facebook and Instagram as well as on news websites and blogs. 

For example: you want to reach businesses in your local surrounding area to sell them your security solution. You get in touch with the largest media house in your region and ask to collaborate. They offer to write a native article - paid publication - about your business and how it helps businesses overcome security challenges. The article gives you much exposure and much interest from potential customers. 

Communicating with the company’s audiences, promoting and selling its products in a mix of marketing channels such as a physical shop, website, email and different social media. 

For example: you own a small car wash business and want to promote your services online. Although you have a small budget, you choose to split it over 3 different channels: a Facebook page, monthly email campaign with a special promo and a Google Search campaign. This multi-channel approach helps you reach people in different places, and allows your clients to communicate with you in their preferable channel as well as helps you understand which of the channels works best for your business.

An action that a user takes and is meaningful to the business. Most commonly a conversion is an action that is taken close to the end of the sales funnel, such as a lead or a sale. 

For example: you own a B2B company that is selling face to face consultancy services. For your company, online conversions are leads - potential customers who showed interest in the service and left their contact details on your website. In another scenario, you own a website where you sell online courses meant to help businesses improve their performance. A conversion in this case, happens when someone buys the course directly on your website. 

The use of online - meaning that are internet related - channels such as search engines, social media networks, email, websites and apps to promote brands’ products or services. 

For example: in the marketing plan for your sports shoes brand you include traditional marketing channels like newspapers and radio as well as online marketing channels such as Facebook ads, Google Search and email marketing. 

Most commonly referred to in software, open-source means that the public can access, use, edit and/or distribute the source code. The rights are given by the owner and development can be done in collaboration, publicly, which also means that mutual efforts of developers around the world can accelerate the progress.

For example: your website was created using WordPress, an open-source CMS (content management system). This makes things easier for your business for several reasons, among them: it’s simple to integrate other services, it’s cost-effective and it’s easy to make changes on your website. 

Also known as single opt-in, opt-in is a consent to - most commonly in online marketing - receive updates. By opting into a newsletter, for example, users accept to receive promotional updates, news and other content by email from the brand and sometimes from 3rd parties associated with the brand.

For example: Your e-commerce website includes an email collection box where you offer users to leave their email address and name so that they can receive updates about new products, discounts and others directly to their inbox. This form is an opt-in one and when users leave their details they are added to your mailing list.

A request to - most commonly in online marketing - not receive updates in the future. By opting out from a newsletter, for example, users request to not receive any more emails from the brand and its associated partners, assuming the latter is what they consented to in the first place. Opt-out option is mandatory by most email marketing service providers as well as by-laws of many countries. 

For example: You send weekly emails to your clients with updates about new products and/or discounts in your online sports accessories shop. In all emails, you make sure that the opt-out option, meaning the option to unsubscribe and stop receiving emails in the future, exists. In order to learn from the experience, you also ask users for the reason they have decided to unsubscribe. You then gather their replies and analyse them so you can communicate better in the future and reduce the opt-outs.

Not paid. 

For example: your Facebook post had 12,000 impressions (appearances of your content). Out of these 12,000 impressions, 10,000 were paid impressions - meaning you paid Facebook to promote your content and received 10,000 impressions for your spent. The rest of the 2,000 impressions were organic, you didn’t pay Facebook via a sponsored campaign for these appearances, the exposure you received was “free” and generated by posting it on your page, by other people sharing the content or sending it to others and more. 

The marketing actions a brand is performing in a “push” method, meaning showing its products/services to clients vs. “pulling” them in. Out-bound marketing methods include channels such as banners, billboards, cold calling, magazine ads and others.

For example: you own a national kitchenaid brand in your country. You’re launching a new unique collection and want to achieve national exposure. As your target audience is broad and covers for a majority of people in your country, one of your chosen marketing channels is billboard advertising. By showing billboards on the roads you’re “pushing” your brand in front of people and that method falls under out-bound marketing.

Content about or assets of a brand/person which they created themselves.

For example: your grocery shopping mobile app, the Facebook posts you created, your recipes blog as well as the flyers you printed are all examples of owned media.

Any type of content about a brand or a person which they paid for. Businesses use paid media to promote their products or services and reach larger audiences. 

For example: your Google Search ads, Facebook sponsored campaigns as well as the billboard campaign you created for your clothing brand are all examples of paid media where you pay 3rd parties to promote your brand. 

Also known as PPC, Pay Per Click is a model where advertisers pay publishers - the websites on which their ads appear - only for users’ clicks. PPC marketing is more beneficial for businesses as they pay only when they receive clicks to their websites rather than just for impressions - the appearance of their ads.  

For example: you are offering plumbing services which you run Google Search ads for. Although you get thousands of impressions a day on the Google Search Results page - you don’t pay for these appearances of your ads. You only pay when a user clicks - shows interest after seeing your ad - and then she/he lands on your website.

A model where companies pay marketers only for significant action taken, such as a lead, booking, signup or purchase. Performance marketing is beneficial for businesses as they pay only for desired results, however as the risk is taken mostly by the marketers, the payout is usually higher than what it would be for more top of the funnel actions such as impressions or clicks.  

For example: you are a B2B company selling digitisation service. As per your quarterly KPIs, you want to increase the number of qualified leads. You work with a marketing agency that offers performance marketing, where you pay them only when they generate qualified leads for you. The CPL - cost per lead - you pay them is high enough for them to agree to take the risks involved in creating content and buying media without being paid for it. 

An approach where communication about products or services, including promotional materials such as offers, is done to audiences who have consented - in advance - to receive it. 

For example: the daily SMS - “today’s specials” - sent from your restaurant to people who have opted-in to the service while visiting your restaurant, is an example of permission marketing. The magazine advertisement on the local newspaper you published is an opposite example - of interruption marketing, where the newspaper’s readers didn’t consent in advance to receive promotional offers and messages from you before buying the newspaper.

The use of individualistic characteristics collected from digital data and behaviour to adjust the marketing to the single user.

For example: in the marketing for your e-commerce website you use personalisation when you show your website in the relevant language based on the user’s IP. You also personalise your email marketing campaigns by addressing the individual user in her/his first name as well as showing specific products on your website based on the products he/she was viewing. 

A fraud attempt was done by digital means of communication, most commonly - email, to get users’ sensitive information such as logins and credit card information. This is usually done by disguising as a reliable sender.

For example: you scroll your Facebook feed and see an ad that looks like an ad coming from TikTok, offering you credit in ads worth $4,000. You click on it because it looks reliable and giving away ad credit is something you’re familiar with. The landing page you arrive on looks once again a lot like TikTok however when you understand that to get the ad credit you need to login to Facebook, you close the window as you find it odd. The next day you hear about this phishing going around where after advertisers give their Facebook details, the attackers take over their FB business manager and spend on ads with the advertisers’ credit card.

Where ads in a campaign can be shown. Placements can be specific websites, apps or platforms. In most ads management platforms, advertisers can limit their ads to be shown on placements of their choice or exclude placements they don’t want their ads to appear on. 

For example: when checking your Google ads performance, you learn that your ads appear on the following placements: youtube.com, weather forecast website as well as on different mobile apps games. The same check on Facebook shows you that your ads appeared on the placements: Facebook’s feed, Instagram Stories and Audience Network. According to the performance of each placement, you decide whether to exclude some placements from your Google and Facebook campaigns. 

As the name suggests, plain text email is an email that includes only text, without any formatting, images or other elements and where URLs are not embedded. This type of emails can help senders reach the inbox folders of recipients and many email marketing service providers create a plain text email version by default. This version is sent to users who opted in for plain text emails or couldn’t view the original formatted email. 

For example: your company sends to its subscribers a monthly designed newsletter to update them about activities, upcoming events and news. The email marketing campaigns’ performance is not to your satisfaction and you want to try a new approach. You start updating these newsletters on your website and instead of sending formatted emails you send plain text emails where you invite subscribers in short texts to visit the relevant web page. Overtime, you notice that this approach helps you reach more people.

A form of audio (sound) media that is usually published ongoingly by its creators and that is accessible via different channels such as mobile phones or websites. Users can listen to podcasts via streaming or after downloading their chosen podcasts’ episodes to their device. 

For example: Spotify and Apple Podcasts are apps where users can discover podcasts by category such as “news” or “business”, subscribe to them and listen while connected to the internet or after downloading episodes to their iPhone or iPad. Users can listen to very recent recorded podcasts’ episodes as well as past podcasts. 

Also known simply as pop-under, it is a form of advertising which appears in a new window behind the active browser window the users are on. The users will see the pop-under ad once they close or minimise the window of their active browsers. Pop-unders are triggered by the websites that the users visit. 

For example: in order to promote your “clean your mac” tool, you run pop-under campaigns with chosen ad networks, targeting desktop iOS users only. Your landing page encouraging people to download the tool or subscribe to your service appears once users close or minimise their browser window and therefore doesn’t interrupt them while they are active on the websites they chose to open.

Also known simply as pop up, it is a form of advertising which appears in a new window above/on top of the active browser window the users are on. The users will see the pop-up ad hiding the window of their active browsers or in a new tab in their current active browser. Pop-ups are triggered by the websites that the users visit. Pop up ads don’t always promote external websites rather sometimes promote a service or an offer from the website itself, such as a pop-up window that invites users to join the mailing list of the company to be the first to know about promotions. 

For example: in order to promote your “clean your mac” tool, you run pop up campaigns with chosen ad networks, targeting desktop iOS users only. Your landing page encouraging people to download the tool or subscribe to your service appears on top of users’ browser window. On top of your paid ads, on your website, you implement a pop-up ad that is triggered after the user spends 45 seconds on your website and invites her/him to get a 10% off if they purchase the tool within the next 24 hours. 

A method of buying and selling media automatically via a software, across many networks and devices and within the target audiences defined by the advertiser. One of the common features of programmatic advertising is real time bidding (RTB). This method can help brands save time, achieve high reach and ultimately improve their results. 

For example: you run Facebook and Google campaigns for your makeup brand for a while. The competition has grown, prices have increased and you’re allocating much time for it. You decide to try programmatic advertising and launch a campaign on a programmatic advertising platform. With optimisation and time, you manage to get good results and start shifting budgets away from Google and Facebook. 

A publisher is a company that sells ad spaces to advertisers. Most commonly, publishers own websites or mobile apps with a high volume of traffic which is compelling to advertisers who want to promote their services/products to the public. 

For example: you own a popular baking blog and have a few dozens of thousands of visitors every month on your website. As you offer your ad inventory - banner spaces on your blog, that potential advertisers can buy and reach your audience through, you are a publisher. 

Most commonly used for mobile applications, push notifications are messages that appear on users mobile phone screen while they are not using the app, and their goal is to make users engage with the app. These messages are “pushed” in specific events timed by the app owner. For example, if the user is in a specific geographical area, if a user hasn’t opened the app for a specific amount of days or if there were interactions in the app that the user might want to know about. To allow push notifications, a user must agree to receive them. They can also be used for websites where they will appear on the active browser of the user. 

For example: every day you see on your mobile phone push notifications from apps you have on your phone: from the news app you’re using - informing you about the most recent headlines, from Facebook - informing you who among your friends are celebrating their birthday today, from LinkedIn - letting you know who liked your post and from WhatsApp - displaying (partially) the messages you received. Some of these notifications encourage you to re-open the relevant app and engage with it - reply back to the messages you received or wish a happy birthday to your friends. 

Quick Response Code, also known as QR code is a scannable barcode that is linked with a specific destination. Once it is scanned it points to the destination which it is linked to, such as a website, an app download page or a message box. 

For example: you launched a one week pop up shop in the local shopping mall to promote your online gadget shop. You want the people you meet to go ahead and find you on the web when they get home. You decide to offer them a 10% discount through the flyer you’re giving away and encourage them to scan the QR code to land on the relevant page on your website to get the discount. 

A contact detail or details of a potential customer interested in the product or service of the business and is relevant for it. Qualified leads are ones that are technically qualified - meaning the correct phone number or email for example as well as sales qualified - meaning they represent the buyer persona, are within the target market of the business and have truly shown interest in buying the product/service. 

For example: you sell high-end luxury furniture and your marketing team started running lead generation ads on Facebook. The feedback they get from the sales team is that the leads received are not qualified - many of them can’t afford to buy your furniture. Your team then goes back to the campaign to refine the audience and amend the targeting to be more in line with your buyer persona. You then start getting qualified leads - people with high buying power that are interested in your furniture. 

Information that was gathered however was not yet analysed, organised and/or formatted. 

For example: every month your marketing team receives the raw data of your website’s performance - dozens of metrics that Google Analytics, your website’s measurement tool is tracking. When you get the report from your team however, you see an easy to use pivot table that is already filtered on the following parameters: country, clicks, signups and sales. In the report you receive there are also graphs that show trends as well pie charts that present specific proportions. While your team worked on the raw data, you received an easy to read report that was created from the same raw data.

The total number of people that the content appeared on their screens. 

For example: if your Facebook campaign shows 13,789 under the Reach metric, that means that 13,789 people saw your content across the Facebook ecosystem. Reach will always be smaller than the number of impressions (appearances of your content), as one person can see your content more than once - on his/her mobile and then on desktop, in the morning and then once again in the evening. This person generated 4 impressions and Reach of 1. 

Remarketing also known as Retargeting is the practice of showing ads to people across the web, on other websites or mobile apps, who have already visited the online asset of the advertiser - website, mobile app and/or landing page. 

For example: if you visit the website Booking.com to search for your hotel in London for your upcoming trip to the UK, you will notice that Booking.com’s ads are “following” you everywhere after you leave their website. It can be on different websites like news websites, on different social media platforms or on Google to name a few. 

A design approach whereby a website is being adjusted in its look and feel to the screen, window size or device it's being viewed on. A responsive website will have a specific look on a desktop device however when viewed from a mobile it will look slightly different by shuffling elements so as for the user experience to be positive. 

For example: your website is responsive. When you view it on your laptop you see a wide image with headline and text spread over 2 lines, and when you switch to mobile the wide image is adjusted to the smaller screen, the headline is easy to read and the text is spread over 4 lines. Your competitor’s website is not responsive - when visiting their website on mobile you must zoom in to be able to read the text and the entire width of what you see on desktop is seen identically on mobile or tablet devices. This creates a negative user experience. 

Revshare, also known as revenue share, is a business model where businesses pay affiliates based on the recurrent income coming from the client whom the affiliate referred to the business. 

For example: SkyScanner - flights, hotels and car rental website, offers in its affiliate program a 50% revshare model. That means that if you generated a paying client to SkyScanner and it made $12 revenue from this client, you will be paid $6. 

Return on advertising spent, also known as ROAS, is a ratio that represents how beneficial an advertising activity was for a business. ROAS is most commonly calculated as Revenue/Advertising Cost. That shows how many dollars were generated for the business for each dollar spent. The higher the ROAS, the more beneficial the advertising activity is for the business. When the ROAS is smaller than 1, the advertising activity wasn’t fruitful for the business and caused it losses. For example, businesses can measure their ROAS - how much revenue was generated for the business due to its overall advertising or more specifically from its Facebook ads or even more specifically from specific Facebook campaigns or creative. 

For example: your online clothing shop invested $20,000 in the last quarter in Facebook ads. According to the data, these campaigns generated 800 sales with an average of $100 per sale, which totaled to $80,000. Your ROAS for your Facebook ads is then 80,000/20,000=4 or in other words for every $1 dollar you spent, you generated $4 dollars back to the business. 

Return on investment, also known as ROI, is a ratio that represents how beneficial an activity was for a business. There are several ways to calculate ROI however the most common one is (Revenue-Cost)/Cost. The higher the ROI, the more beneficial it is for the business. ROI can also be negative and in this case, the activity wasn’t fruitful for the business and caused it losses. A business, as example, can measure its ROI due to its investment in brand activation, in sponsorships, in its shareholding in other businesses or simply the ROI of its entire operation. 

For example: you sell smart home installation services. To generate new leads, you install for the weekend a small booth at a popular shopping mall and attract the audience with giveaways. During this weekend you gather 500 leads -  potential customers for your service. In the weeks to come your sales reps manage to convert 20 of the 500 leads into sales. The overall income from these leads is $30,000. Your investment in the activity - including rent, labour, the giveaways and others - totaled in $20,000. Your ROI in this case is (30,000-20,000)/20,000=0.5 or in other words 50% return on investment.

Return on marketing investment, also known as ROMI, is a ratio that represents how beneficial a marketing activity was for a business. There are several ways to calculate ROMI however the most common one is (Revenue-Marketing Cost)/Marketing Cost. The higher the ROMI, the more beneficial it is for the business. ROMI can also be negative and in this case, the marketing activity wasn’t fruitful for the business and caused it losses. Businesses, for example, can measure their ROI - how much revenue was generated due to its overall online marketing or more specifically from its Google marketing or even more specifically from its search campaigns. 

For example: your pet accessories e-commerce website invested $9,000 in the last quarter in Google Search campaigns. According to the data, these campaigns generated 500 sales with an average of $20 per sale, which totaled to $10,000. Your ROMI for your Google Search campaigns is then (10,000-9,000)/9,000=0.11 or in other words 11% return on investment.

Abbreviation for Rich Site Summary or Really Simple Syndication, RSS feed is an aggregator of updates from websites. Applications and/or users get their updates from the feed they create and by that make it redundant to actively go to specific websites and check whether they were updated with news. From a website owner perspective, adding an option to subscribe to the website’s updates via an RSS feed option can help with growing its distribution when new updates are added.
For example: you would like to dedicate 1 hour a day to reading on your favourite websites about marketing, business and technology. To save yourself time and avoid visiting all your best 20 websites, you create your RSS feed via an RSS reader (such as Feedly) and add to it those same 20 websites. Every morning you open your feed and you get the most recent updates from these websites. Enjoying the comfort it allows you, it also convinces you, as a business owner that maintains a blog with regular updates, to add an option to subscribe to your content updates via RSS.

Abbreviation for real time bidding, RTB is an auction between advertisers who bid for an ad space with their targeting criteria such as demographics and interests. The bidding is done automatically via algorithms and the price of the space is determined in real time - by the demand for it at the same fraction of a second, whereas the highest bidder wins the impression. 

For example: one of the methods used in programmatic advertising, where advertisers buy ad space to reach their audiences across the internet via a software is RTB.  

Abbreviation of Real-Time Marketing, RTM is the creation of campaigns that are directly linked to real-time events, breaking news, trending topics or current happenings locally and globally. In case the RTM is based on unexpected trending topics and news, the creators of the campaign should react fast in order to not lose the momentum.

For example: you own a women clothing shop and do your marketing for it on Facebook, Instagram, Twitter and Google (Search and Display). A photo of a dress that for some looks gold and for some looks blue goes insanely viral. You gather your marketing team to come up with a quick reaction to this trending topic. They create visuals that go on FB, Insta, Twitter and your banners as well as update the Google Search campaign’s headlines with the humorous message: “Blue or Gold - we have it all! :) Visit us today and until the end of this week, say the code word GoldBlue in the cashier and enjoy a 10% discount!”. Your clients find this RTM campaign funny and relevant and as they don’t want to miss the discount they’re encouraged to visit your shop immediately.  

Abbreviation for Software as a Service, SaaS is software that is sold as a subscription. The software can be a tool, product or service and is developed for businesses or end consumers. The SaaS provider is developing the software, hosting it on its servers as well as offers technical support so that it saves businesses to do all of that in-house. 

For example: an example for SaaS B2B company is MailChimp or any other email marketing service provider. MailChimp and it's alike sell the use in their platform - on a monthly basis or per usage - to businesses so that they can send bulk emails. An example for SaaS B2B & B2C company is SurveyMonkey, where users can create surveys, polls and quizzes and send them out to respondents while paying a monthly subscription fee. 

Businesses that want to appear at the top of the search results when users search for things that are related to their services/products, would want to create the campaign type - search. This campaign can be created via search engines like Google, Yahoo, Bing, Baidu and others. Their paid ads will compete with the other businesses that are bidding on the same keywords and will appear among other paid ads or won’t appear at all if other businesses are bidding higher than them and/or have a campaign that is in better quality. 

For example: your online shop sells pet accessories. You want to make sure that when users go on their favourite search engine, let’s say, Google, and search for “a toy for my dog” your website appears at the top of the search results. In order for that to happen, you will create a search campaign on Google Ads featuring all the relevant keywords. 

A website that shows results as a response to a query a user is asking, based on the database the website has (and keeps updated all the time), is a search engine. Search engines aspire to show the most relevant results to each search a user is performing on them. 

For example: most users on the internet will start their “journey” online, on a search engine. Whether they’re looking to read a review about the restaurant they’re eating at tonight, planning their trip to London, want to check the weather and many times - simply scroll their favourite social media, they will first navigate to their preferred search engine - Google, Yahoo, Bing, Baidu, DuckDuckGo or others. Once the results will appear, they will click the most relevant for them, which will in most cases appear at the top of the page. 

Also known as the SERP, the search engine results pages are simply the pages that are shown right after a user performs a search in order to find what she/he is interested in, on a search engine.

For example: the following search “flowers delivery in manhattan today” brings back nearly 22 million search results. These results, directing the user to many websites related to his/her query, are spread over many SERP. The businesses that will gain the most out of the user’s search are the ones located on the 1st SERP. 

Also known as search query, search term is the words that users type in their search bar. Search terms reflect the exact words a user used, even if they included misspelling, mistyping, numbers and long phrases.

For example: You’re getting a lot of traffic from the Google search campaign you’re running for your high education institute. You’re interested to learn what people who saw your ad or clicked on it searched in their own words in order to get ideas for new keywords as well as understand if you should add some negative keywords to block specific traffic. When you look at the search term report from the last month you notice that when some users were searching for BA they actually wanted to find British Airways and not Bachelor of Arts. You then make changes in your campaign to block this kind of traffic. 

Ads creation platform whereby the advertisers can create their own ads and campaigns without the help of a sales representative from the company offering the advertising spaces. 

For example: almost all your online marketing campaigns are done on self serve advertising platforms: on Facebook, you use the Ads Manager, for Google you manage your campaigns on Google Ads and your LinkedIn campaigns are created on the Campaign Manager. Every once in awhile when issues arise you get in touch with support representatives from these companies who help you solve problems with your advertising campaigns. 

An abbreviation for Search Engine Optimisation, SEO is the process of improving a website - in structure, speed, content and general visibility on the internet - in order for it to rank higher in the organic search results of search engines, which will eventually lead to more unpaid (organic) traffic.

For example: your interior design business has a website however when people search locally on Google for “interior designer” your website seems to come up very low in the search results. You contact an SEO professional who helps you work towards better ranking on Google. She is moving your website to https, creating a site map for it, updating your h1, h2 and h3 tags (headlines of your website), linking between internal pages and advising you to add weekly blog posts on specific subjects. She also connects with your web developer in order to improve the speed of your website and helps you get other websites link back to your website. All these actions "help" Google understand that your website is a highly relevant search result when someone in your local area is searching for “interior designer” and your ranking is getting better and better over time.

Also known as inbound links, backlinks are external links that are pointing to a website. Backlinking is important for ranking on search engines as search engines highly consider backlinks according to the logic that if other websites direct to a specific website, that means that the content on this website is of quality.

For example: on your sports accessories e-commerce website you also have a blog, where you provide interesting articles for people who are doing sports: top tips for running comfortably, which mistake hikers should avoid, what is the best materials for swimwear… One of your blog articles became very popular and you noticed that a famous sports website recommended it and linked to it. This backlink has not only generated a lot of traffic for you but also helped you in your SEO efforts. 

Black hat SEO refers to techniques that SEO professionals use to push websites’ ranking in search engines and that do not align with the search engines’ rules. These practices put the said websites in a risk to get the opposite result than ranking high: be wiped from and/or pushed down in the search results. 

For example: creating duplicated content - copied content from another source - on your website, using link farms - websites that were built for link building only and don’t have real substance as well as cloaking - the practice of showing X content to the user and Y content to the search engine are some of the black hat SEO practices that can put your website at risk to be deranked on search engines like Google.

Grey hat SEO refers to techniques used by SEO professionals to improve the ranking of websites in search engines where it’s not conclusive whether these practices are in line with the search engines’ rules. These practices can potentially put the said websites in a risk to rank lower and/or banned from the search engine if these change their rules.

For example: creating an article on your website only for the sake of ranking in specific keywords, making very small changes to your website to have search engines conclude your website is dynamic as well as paying users to review your website are some examples for grey hat SEO that can improve your website ranking however in the long term might have your website deranked on search engines like Google.

The actions a website owner takes and are external to her/his website in order to improve the ranking of it in search engines. Linking to the website from other websites, preferably reputable and popular ones, is one of the most important parts of off page SEO. Others are social media shares and reviews of the website across the internet.

For example: your shoe shop specialises in running shoes and is well known in your city, Manhattan. When searching locally for “running shoe shop in manhattan” your website doesn’t seem to come up on the first page of the search results. Hiring an SEO professional, she starts with off-page SEO actions: she contacts known news websites to conduct interviews with you about the journey of your shop in the last 3 decades and makes sure they link back to your website, she finds relevant influencers to try your shoes and then share your website with their communities and she have you write for famous running blogs about subjects like “how to choose the best running shoe” while in the credit part your website is linked - that and others to help your website rank higher for the relevant keywords. 

The actions a website owner takes on the web pages on her/his website in order to improve the ranking of it in search engines. Improving the text on the homepage to include important keywords, structuring the links of each web page and naming the images on the website in an SEO friendly way are just some of the many on-page SEO actions a website owner can take to impact its ranking.

For example: your shoe shop specialises in running shoes and is well known in your city, Manhattan. When searching locally for “running shoe shop in manhattan” your website doesn’t seem to come up on the first page of the search results. Hiring an SEO professional, she starts with on-page SEO actions: she improves the current content by editing texts and images on it, helps you come up with blog posts subjects according to the keyword research she made and is adding links between the current page - all that and others to help your website rank higher for the relevant keywords. 

Being the opposite of black hat SEO, white hat SEO refers to techniques used by SEO professionals to improve the ranking of websites in search engines and that are in line with search engines’ rules. 

For example: improving your website’s speed, making it mobile-friendly, creating ongoing relevant articles that include important keywords on your website, having other websites recommend yours by linking to it and linking between pages on your website are some examples for white hat SEO techniques - legit practices that help your website rank higher on search engines like Google.

A platform to create online stores. Due to its user-friendly and simple interface, Shopify makes it possible for anyone to start her/his e-commerce website and sell their products, even if the person doesn't have knowledge of coding. 

For example: you’re a craftsman creating wooden furniture and you’re interested to start selling them online, in your country and potentially overseas. You can’t afford to build a website from scratch as it involves much web development work. You turn to Shopify and in several weeks of work of updating the website with photos, descriptions, logos, payment gateway and others, your new online store is live. 

A way to represent a URL - web page address - in a shorter and more aesthetic and memorable way, especially when the link is long and complex. The shortened link leads to the same web page as the original link. 

For example: in order to make the web page for your new offer simpler for users to access, you create a customised bit.ly link for it. You then use the shortened link: bit.ly/OurLatestOffer on your social media accounts and on a flyer you printed so as for it to look better and for people to easily remember it.

A list of all pages, their URLs, the last date they were updated and other information about them within a website’s domain. Website owners submit sitemaps to search engines like Google to help the search engine’s crawler find and index all their content and help in their SEO efforts to improve the website’s ranking. Sitemaps are most commonly created as an XML (Extensible Markup Language) file. 

For example: you launch a new blog and want it to rank in Google’s search results fast. One of the first tasks that the SEO professional you hired works on is creating your sitemap. Once finalising this XML file, which includes not only the list of pages but also videos and files on pages on your website, she submits it to Google. That helps the search engine understand your website’s structure better and index all the pages on it. 

Social listening refers to the collection and analysis of data by companies about their brands, competitors and industry-related conversations across social media and in general the internet. Brands use social listening tools to be able to gain insights in regards to how people feel about their products/services, what do they say about the competition and what is trendy, to name a few. They can then plan their content, changes to products and business collaborations based on their understanding of the audience. 

For example: you manage a chain of restaurants and would like to know what is the most common complaint as well as a positive feedback of people about your main competitor. You subscribe to a social listening online tool, register the words you want it to track and start receiving alerts. You discover that waiting time is one of the most common complaints and that drives you to shorten even more your own waiting time to the bare minimum. 

The use of social media services such as Facebook, Instagram, LinkedIn, TikTok and Twitter to promote brands’ products or services. 

For example: in your clothing company’s overall marketing plan you include social media marketing. The social media platforms which you find most relevant to reach your audiences are Facebook and Instagram.

Post reactions are “small” interactions that users on social media can use to express a specific emotion. The first and most known reaction was the “like” button. 

For example: when reacting to your post on Facebook, users can choose one of the following reactions: Like, Love, Haha, Wow, Sad, Angry or Care. When reacting to your company update on LinkedIn, users can choose one of the following reactions: Like, Celebrate, Love, Insightful or Curious.

Social monitoring refers to the follow up on mentions that companies conduct on their brand names, competitors and industry across social media platforms and more generally - the web. Brands use social monitoring tools to be able to react fast to conversations that involve their companies, especially if the mentions are negative. 

For example: you manage a chain of restaurants and would like to know whenever someone is writing something about your brand so you can react to it. You subscribe to a social monitoring online tool, fill in the words you want it to monitor and start getting notifications. If it’s a positive mention of your restaurant - you make sure to thank the person and invite them to visit again. If it’s a negative mention, you see the issue as early as possible and try to solve the matter before it has the potential to become viral and sabotage your reputation. 

Also known as social media or simply social networks, social network services are online platforms that are built to connect between individuals. Some social media networks connect family, friends and acquaintances and others put the focus on connecting professionals. Individuals build their network of connections/friends/followers and can communicate with it via text, photos, videos and others. Social media websites also enable profiles or pages that represent entities such as businesses and NGOs. 

For example: Facebook is the largest social network in the world where people can register for free and connect with their friends, family and others which they may know or not and share information about themselves. They can also see information members of their network are sharing and they might follow companies or groups they have an interest in. LinkedIn is a social networking service that serves professionals to connect with their past or present colleagues, find jobs and connect with other people in their industry. Users can also follow company pages on LinkedIn or form part of groups in subjects they are interested in.

In marketing, social proof is showing that other people like or trust a product or a service and therefore the users currently observing the product/service should too. 

For example: Your marketing team decides to start a social proof campaign for your online shoe shop. They want to try different approaches: they start by creating banners and social media posts displaying happy clients with a quote about the quality of your shoes and service. In the second series, they showcase how many countries you operate in and how many pairs of shoes you already sold. In the 3rd round, they bring on board celebrities and influencers to get to talk about your store in their social media profiles. All these campaigns help create the perception that many clients already trust your product and therefore increase your exposure and in turn, grow your sales. 

Spam email or junk email or unsolicited commercial email (UCE) is a promotional email sent in bulk to recipients. Spam emails come in different forms and shapes, for example: emails that are sent to a list of subscribes who didn’t subscribe to the sender’s updates, emails that include malicious links or emails that are sent in very high frequency. 

For example: you started receiving 4-6 emails a day promoting different products and services from a company that you don’t know its name and you’ve never subscribed to its updates. These emails are spam emails which also end up in the spam folder on your email. 

Abbreviation for supply (or sell) side platform, SSP is a platform where publishers - websites that have ad space on their online assets - list their ad placements and inventory to be sold to advertisers. SSPs allow publishers to automatically connect with a large variety of potential advertisers and reach a higher revenue by selling all the spaces to the relevant highest bidder among the many advertisers bidding. 

For example: you have a very popular news website that has a lot of traffic. You work with Google Ad Manager which caters for your ad supply requirements. Choosing this platform to list your inventory and ad spaces, over Google AdSense, allows you to enjoy its benefits such as letting 3rd party ad networks compete for your inventory as well as manage your full range of ad inventory including your mobile apps, videos and websites. 

An image, video or an interactive content such as audience polls and face filters which is temporary and disappears after 24 hours. Stories exist on several platforms such as Snapchat - where Stories appeared for the first time, Instagram, Facebook, Facebook Messenger and WhatsApp. As they disappear, many - including brands - use them to feature lighter, fun and not-so-polished content to engage their audiences. Most platforms enable users to showcase chosen Stories on their main profile. 

For example: to help the HR’s efforts in recruiting quality talent, you want to show the everyday life in the high tech company you manage without reducing from its professional image. You discuss with the marketing team and decide that Facebook and Instagram Stories can answer that exact need. Furthermore, the team suggests that the “real estate” of Stories is highly valuable as it is located at the top of the social feeds. The team plans so that Stories will be uploaded daily from the different offices, team building days, lunches and short casual videos with members of the staff. With time you get traction and you notice that not only interviewees mention this in their interview but also the internal team enjoys this content and engages with it via their personal profiles. 

Viewing of content while it is being transferred to the device, in real-time, as opposed to downloading it on the device and viewing it locally. Slow or dysfunctioning Internet can sabotage the streaming experience as the content - most commonly video - lags get stuck or don’t load. 

For example: you manage a tech company and would like to attract the best talent to work for your company. To create engagement with potential future employees and increase transparency, you request your team to go live on your monthly Q & A with the company’s employees on Facebook and Twitter. The streaming of these meetings helps in making the company more attractive to potential talent.

A part of the main website and its domain name that allows website owners to create sections on their websites. Subdomain name appears before the main domain name. 

For example: The Google ads platform can be accessed on the subdomain ads.google.com and Google’s Analytics tool can be accessed on the subdomain analytics.google.com. Both platforms are part of the main domain google.com.

A user that opts in to receive updates from a business by email, SMS or other means of communication. 

For example: users who visit your e-commerce website can subscribe to your weekly updates by leaving their names and email addresses in the email collection box and/or in the pop up presented to them after 50 seconds on the website. In the past week, you ran a big campaign and received 5,593 new subscribers which mean you now have 5,593 additional email addresses that requested to receive your updates. 

Target audience is the group of people that a business is interested to reach in the context of its marketing for its brand. One business can have more than one target audience.

For example: your local shop in Manhattan is selling medium market kids shoes. Your target audience will be middle class and above parents of kids that live in the same area of your shop. 

Also known as a TY page, thank you page is a triggered response page to an action taken on a website. It can potentially appear after filling a form, making a purchase or subscribing to a service. Most basically, a TY page confirms the action taken and thanks the users for subscribing, purchasing or downloading but it can also refer them to popular articles, encourage them to refer a friend or attempt to upsell their purchase.

For example: on your baking blog you encourage people to subscribe to your weekly recipes sent by email. Once they subscribe, a thank you page is triggered to confirm they were added to your email list and it then encourages them to explore the most popular recipes on the website, linking to them.

The fold is the bottom line of the area that a user sees when they reach an online asset such as a website. The term originates in newspapers physically folded on street stands and refers to the spot where they were folded - anything above the fold was visible to the pedestrians and anything below the fold wasn’t. 

For example: on the home page of your website the fold is where the visible area ends. When users scroll down, they are below the fold. In order to encourage users to engage, you make sure that the content above this line is interesting - for example, you showcase what others say about your services and include a strong call to action such as “Get a Free Quote”. 

Three-dimensional printing technology, also known as 3D printing, is the use of printers to create objects in 3 dimensions as opposed to regular printers printing on paper in 2 dimensions. The object’s design is done on a 3D modeling software and the printing’s method is layer by layer. 

For example: you sell kitchenware and want to experiment with the creation of new kitchen gadgets constantly. You start experimenting with 3D printing based on your personal ideas and in collaboration with a designer that is specialising in 3D modelling software. You save a lot of your time and budget by printing the prototypes yourself and correcting them until you have the final desired result for mass manufacturing. 

Also referred to as ToFu, the top of the funnel represents the beginning of the buyer’s journey: this is where a potential customer is becoming aware of a product/service. Users that are at this stage are usually gathering information and the brand’s job is to convince them to move downwards in the funnel. ToFu is also where companies are exposed to the highest number of people. 

For example: Facebook’s marketing objectives are divided into three parts while each one represents a different stage of the marketing funnel. The first part is “awareness” which is the top of the funnel. The marketing objectives available for you as an advertiser are “brand awareness” and “reach”. If you choose the former Facebook will deliver as many impressions of your ad as possible and if you choose the latter Facebook will deliver your ad to as many people as possible within the restrictions of your campaign. Both objectives help your brand to achieve exposure.

Most commonly used in the context of websites, traffic sources are the origins of visits to a website - where did the visitors come to land on a website. A traffic source can be a social media channel like Facebook or LinkedIn, an email campaign, organic search results of a search engine or paid display ads. 

For example: you follow up on your website’s traffic each month to understand the trends, the behaviour and also where do your users come from. You notice that your traffic source pie looks like this: 30% from Google’s organic search results, 30% from your Google paid campaigns 25% from social media while the majority of it is from Facebook and the rest (15%) is from your email campaigns and direct traffic. In some other months, when you invested more ad dollars on social media you notice that the proportion changed and social media brought 40% of your traffic, which made it your main traffic source in that month.

Twitter’s platform for paid ads. Twitter ads enable the creation of campaigns with different audiences (for example: people who engaged with past tweets), choice between different marketing objectives (for example: website clicks or conversions objective) and monitoring of the performance to name a few.

For example: you developed a mobile app that invests some of its marketing budgets on Twitter ads. You learnt that App Installs marketing objective is available for you on Twitter. If you haven’t already, you link your app to the platform and start running an app install campaign, which in turn starts generating downloads of your app from the App Store and Google Play.

User generated content is authentic content that is created by the users engaging with a brand, its fans, followers, customers or others and that is available publicly.

For example: a review left on your website, your TripAdvisor or Facebook page is a form of UGC. Other examples of UGC can come in the shape of a user uploading a story on Instagram mentioning your brand or a user tweeting about your product/service while tagging your Twitter account. 

A URL, also known as Uniform Resource Locator, is the address where a specific web page or file can be found on the - most commonly but not only - internet. URL includes the domain name of a website and the full path that leads to a specific page on this website. It is shown in the address bar of web browsers. 

For example: the URL of the blog of the current website you’re viewing is https://www.quantum.mu/blog/ whereas the URL presenting some of the work this company is doing is https://www.quantum.mu/en/portfolio. Each of these URLs is available for you from anywhere in the world and will bring you to a specific page on this website, which its domain is quantum.mu. 

The term user is said in regards to different platforms and it commonly and roughly represents a person that is interacting with a service. A few examples would be internet users by country, social media users, Facebook users, YouTube users or a brand’s website user.

For example: as of 2023, YouTube has billions of monthly logged-in users and every day, people watch billions of hours of video and generate billions of views.

Also known as UX, user experience is the overall feeling users have when they interact with a product or a service. In the online context, this applies to websites and mobile applications. The goal of UX teams is to make the interaction with the product as easy and understandable as possible so that users have positive experiences with it, which will result in positive feelings. 

For example: websites that are not adjusted to mobile screens offer bad user experience - the users need to zoom in so they can read texts, scroll on the sides, zoom back out and other actions that make the interaction frustrating and not friendly. Other examples of bad UX are too many broken links within a website, a mobile app that unexpectedly shuts down a lot or a website that loads slowly. A mobile app that has very clear, down to earth, coherent texts between the screens of the apps, as well as the users, understand what to do in each screen they land on is a mobile app with good user experience. Other examples of good UX are websites who load fast or where users always know where they should click when they want to see something else on it. 

Also referred to as UI, the user interface is the overall look and feel - screens, visuals, texts, buttons - of a website, app or other online tools that users engage with while using a product or a service. A good UI is easy to use, useful and intuitive. 

For example: your grocery store mobile app has screens for each step of the buying process: welcome screen and “how-to” videos, searching for items, adding or removing them to and from the cart, check out as well as live chat and recipes. All of these screens and their components such as the buttons and the visuals make the user interface of your mobile app.

Abbreviation of Unique Selling Proposition or Point, USPs are the areas where a business differentiates itself from its competitors. USPs can be related to the quality of a product, speed of service, the standard of the after-sales service or the uniqueness of a product among others. USPs are used in the brand’s communication and help it stand out.

For example: your Manhattan flowers business has 2 main USPs compared to your competitors: it is delivering within 2 hours maximum from the order and a client can purchase a service of original cards writing for the cards sent with the bouquet. Your marketing department uses the 2 USPs to promote your service across the board - online and offline.

Numbers or statistics that seem to their observer as presentable and informative however they’re useless in the business context and can’t be acted on. Examples for vanity metrics include Facebook page likes, subscribers or raw page views. 

For example: you own an e-commerce website selling pet food. When looking at last quarter’s Facebook ads report you notice a significant increase in the number of the page’s fans. You seem to be happy about it until you check another metric - conversion rate of Facebook traffic on your website. This stat shows a decrease which makes you act immediately - you investigate the matter and plan a series of actions to bring it back up. Although the Facebook fans metric looked good, it turned out to be a vanity metric which didn’t teach you anything about what you really care about.

A view is when a video is being watched by a user. It is defined differently across platforms - on Facebook a view will count as from 3 seconds and on YouTube a view is counted only after a user watches around 30 seconds (or the full video duration for shorter videos than 30 seconds). Other social media networks or websites can have other definitions for a view based on the length that a user watches or based on the engagement a user had with the video. 

For example: if your video views count on the recent video you uploaded to Facebook shows 5,498, that means that your video has been watched 5,498 times for a minimum of 3 seconds.

Creation of content that the strategy of promoting it is for it to spread from one user to another (like a virus). The content - whether video, visual or other - is usually intriguing: funny, emotionally moving, sometimes controversial and therefore users keep passing it on to share with their network - on their social timelines, forward it on WhatsApp or email, share it on their blog… 

For example: the ALS ice bucket challenge intended to raise awareness about the disease and went extremely viral in 2014. People were nominating others to spill a bucket full of ice on their heads in a timeframe of 24 hours after they took this challenge themselves, filmed it and posted it on their social media profile. Politicians, celebrities from different industries, TV hosts, famous business people... all participated in the challenge.

Short for video blog, a vlog is a blog where the content is shared via videos. It’s a website, a part of a website or a social media account where the company or person behind it creates videos where they share information about the industry or subject they are knowledgeable about or operating in. 

For example: you’re a stylist and the owner of a clothing brand, who wants to share visual content with your audience to encourage them to spend more time on your website and purchase on it. You create a vlog: a section on your website where you share styling tips, fashion advice and trends from around the world via videos where you speak and show styling examples to your audience. The vlog brings much value to your clients, creates a direct conversation with them and encourages them to discover the most recent vlogs and eventually - purchase.

Abbreviation of Virtual Reality, VR is a technology that puts the people experiencing it in virtual, 360-in-visual-and-sound surroundings and which is completely disconnected from their current real-life environment. To experience VR, the user, in most cases, is wearing a headset where the technology is integrated into it and by that all her/his senses are involved in the experience. So much that users feel they’re completely a part of this reality and fully engage with it. Some of the uses of VR can be found in entertainment, education, the medical field - both for future doctors, doctors and patients and for army training.

For example: you’re a real estate developer who wants to provide its future tenants with an authentic experience of the villas you’re building. With the help of VR professionals, you create an experience where people who are in it can walk around the villa, open doors, check if the water is running, lying in bed and even jump in the pool. This experience reassures your clients and helps them make a purchase decision faster. 

An addition to a creation to mark its owner and prevent copying or using it by others. Stock Photos websites - where users can find high-quality visuals - add watermarks on all the images, videos and other elements showcased on their websites. When a user purchases an item - a photo, for example, the watermark is being removed from the downloaded bought image.

For example: to cater for your ongoing social media content needs, and as your budget doesn’t allow frequent professional shooting, you buy a stock photos package. While browsing for the photos you like and can publicly use on your Facebook account, all the images include big wording on them with the name of the website. However, after purchasing and downloading the items, they are free of watermarks and you can comfortably use them in your communication.

Also known as wearables, wearable technology refers to smart devices that are worn externally, for example as rings, watches, clothes or glasses or internally as implants. The wearables track and gather data about the person/animal wearing them and its surroundings as well as can connect to the internet. Some wearables can measure heartbeat, blood sugar level and body temperature and others can take photos of the environment of the object wearing them.

For example: The Apple Watch is a wearable that can not only connect with your iPhone, other Apple devices and the internet via WiFi or mobile network but also monitor your health: heart rate, daily steps and menstrual cycle. In specific cases, it can send you an alert when your health is at risk.

Also known simply as browser, a web browser is the software internet users use in order to visit websites (and also images, videos or other files) on the internet. 

For example: if you want to visit the website www.quantum.mu you must launch a web browser like Google Chrome or Firefox or Safari to view it. You can then view the website and browse through its pages on your browser.

Also known as spider, robot or bot, a crawler is a program that scans the internet and indexes all the web pages across it. Web crawlers are used mostly by search engines to learn which websites exist, whether they were updated and what’s the content on them so the search engines can retrieve the website as a result when it is relevant.

For example: for your new website to appear in the search results fast, it needs to be indexed. For that to happen, you send a manual crawl request to Google via the Google Search Console. Over time you also make sure to send crawl requests or submit a sitemap whenever you update your website so that your most updated web pages will be indexed on Google and will appear for relevant search terms.

A merge of web and seminar, a webinar is an online session that can host people from around the world and where most commonly, an educational content is shared by the webinar hosts. During a webinar, the host can present slides, answer live questions, host another speaker and share examples. 

For example: you sell a B2B software solution and want to reach new customers. In order to attract business owners, you decide to host a series of 5 webinars where you host 5 experts that will answer different questions in regards to everyday common business operations issues. The free webinar not only attracts hundreds of subscribers who are now aware of your service, and later on convert, it also delights your existing clients. 

The upper part of a web page, usually the first area that users see when they land on it. Designing an appealing website header is important as this is the first impression they get and based on that impression, they determine their opinion of the brand and whether it caters for their needs. 

For example: to make your website’s home page header attractive, you choose an eye-catching photo with minimal elements, a short paragraph about what your company does and a call to action. You analyse your website’s statistics and every quarter refreshes the header to see which structure, visual and message on the homepage brought the lowest bounce rate. You run similar tests on other key pages on your website, which over time helps you improve its performance greatly.

An email that is triggered (most commonly automatically) to be sent to users once they subscribe to newsletters of service via its website or other sources. Welcome emails will usually thank users for joining the list and encourage them to explore more from the company they subscribed to its updates. 

For example: you own an e-commerce store that sells different products in different categories. You want to welcome subscribers who join your weekly “best of” email updates. To encourage users to explore and purchase on your store you create a welcome email where you briefly show your appreciation for joining, explain your weekly emails routine and then offer a 10% welcome discount code that expires after 1 week.

Also known as WOMM, word of mouth marketing is when a brand influences people to talk about it with others. It’s considered a highly effective method due to its organic nature and its reliability - people trust their friends/family and other people’s opinions. The term word of mouth is usually used in a positive context, meaning one person recommends to others a brand, however it can be used in a negative one as well - people recommending to not use a product/service due to a bad experience with it. 

For example: you own an e-commerce website selling pet food. One of your happy customers just received her delivery as every month, and on the box she sees your sticker “Do you like our service? Spread the word with your friends! :)”. She immediately takes a photo of the delivered package, uploads it to Facebook while tagging your Facebook page and saying how happy she is with the service. Her pet owner friends immediately check out your page and some of them start a conversation with you on Messenger. This word of mouth marketing eventually generated for your business a few new happy clients.