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The most important terms in online marketing

Many English terms and abbreviations are used in online marketing, or in general in the field of digital advertising. However, market participants often only have a useful half-knowledge when it comes to abbreviations. If you want to familiarize yourself with the different expressions, this post will give you a solid overview. For the sake of completeness, we also go into the most important terms from online advertising in the lower part of the article.

Ad impressions (AIs)

Is the number of advertising material deliveries and measure the visual contact of an online ad that was booked on a website and indicates the actual advertising material visual contact. The ad server then ensures that the ad is delivered evenly to the booked advertising space at the right time. Corresponds to the gross contacts with an advertising medium (multiple contacts).

AMP

Accelerated Mobile Pages: This makes the mobile versions of websites slimmer. The websites use less data and load faster.

AdWords

Adwords is the old term for the name Google Ads (Link), which was introduced in 2018.

backlinks

Backlinks (also known as "inbound links", "incoming links" or "one way links") are links from one website to another or one of its subpages. Google sees backlinks as a kind of referral for that specific page. Websites with a high number of backlinks tend to have better organic search engine results.

brand marketing

Brand marketing emphasizes the brand as a whole. or placed in the center. It should express who the company is and what it stands for, or in other words what “personality” the company has. The first step in brand marketing is the selection of a suitable logo, corporate color and typography. In a startup, brand marketing comes before any other marketing measure.

Gross range (BRW)

Percentage of people in a target group who can potentially be reached with advertising. (Specification in percent)
The multiple contacts are also counted. If a person has seen an advertisement 5 times, this person has 5 contacts.

Click Capping (CC)

Click capping means that a user who has clicked on an advert is no longer shown the advert.

Click potential in %

Is an estimate of the traffic that the respective keyword can trigger on your website. Used in the analysis tool semrush.

Content marketing

A clear definition of the term is difficult. In some papers, for example, the term inbound marketing is equated with content marketing. In social media, this area is often equated with seeding (viral marketing). For an SEO agency, on the other hand, CM is a means of search engine optimization.

The basic objective of CM is to reach a clearly defined audience with appropriate content. The interests, questions and needs of this audience must be taken into account. If this is successful, the author of the content can be perceived as a partner of the people reached and thus influence decisions and habits. From this strong position, the targeted audience can then be offered their own products.

Content marketing is clearly a strategic marketing approach!

conversions

Number of website visitors who have carried out a desired transaction (completed the newsletter, made a purchase, etc.)

Conversions Rate (CR): Ratio between the conversions achieved and the number of website visitors (clicks) that were directed to the target website by a campaign component (advertising material, keyword, etc.).

CR = conversions/clicks x 100

Competitive Density

In German: competition density | for the semrush analytics tool: The level of competition between ad bids for a given keyword within their PPC campaigns. Competitiveness is displayed on a scale from 0 to 1.00, with 1.00 being the most difficult to rate.

Abbreviations for billing models:

CPA = cost per action

Cost per specific action by the user,
e.g. entry in newsletter, request for information, etc.

CPO = cost per order

Cost per order placed

CPL = cost per lead

Cost, per contact address obtained

Cost Per Click (CPC) | Pay Per Click (PPC)

CPC stands for the price that has to be paid for a click, usually an ad. The process itself is described with PPC.

CPX

Cost for a self-defined variable

eTCP

The abbreviation eTKP stands for effective price per thousand contacts. The eTKP makes it possible to compare different billing models with each other.

exact match

With the Google AdWords Exact Match keyword option, an ad is only displayed if the search query exactly matches the booked keyword. If you put the keyword in square brackets ([example]) you have declared it as an exact match.

Featured Image

A collection of images displayed at the top of the SERPs when Google deems visual results more relevant than the usual text results. For mobile devices only!

Featured Snippets

are search results that provide an answer to a search query directly on the search results page. An image often complements the snippet, although this does not necessarily have to come from the same website as the text excerpt.

Featured Video

Search result displayed at the top of the results page. This is a more prominent result than standard video search results.

Frequency Capping (FC)

The FC designates the capping of the gross contacts. FC 1 means that a user is only shown an ad once. Common FC 1/3/5 per day/week/runtime.

Google Ads

Google Ads (formerly Google Adwords is the general term for all forms of advertising offered by Google on all channels. This applies to ads in the search network, display network, Google Shopping and YouTube.

Google bot

Google bots or web crawlers is a program that indexes websites and content and makes them findable via Google search. How often the Google Bot visits a page depends, among other things, on how many external links refer to this page, how high your PageRank is and, above all, how dynamic and up-to-date the content is. The two main criteria for the crawler are the robots.txt file and the robots directives in HTML meta tags.

Image carousel

A horizontally arranged image slider that is displayed at the top of the SERP.

image pack

Image packs are displayed as a series of images and can appear anywhere in Google's organic results. Clicking on an image will do a google image search instead of a specific website.

Influencer Marketing

This involves commissioning third parties with a trustworthy image and a good demeanor to report positively on the client's brand or products. Social networks are usually used as distribution channels. Ideally, the brand or product should really suit the respective influencer. This is the only way to authentically satisfy the aspect of credibility.

Influencer marketing has been established for several years. Despite controversial discussion, the development is to be regarded as dynamic. If you are looking for an influencer, you should look around here: diego5 and influence vision

keyword analysis

This involves strategic research to identify key or search terms on a specific topic, which the target group prefers to enter in the Google search engine. Mostly done by SEO agencies.

Keyword Difficulty (semrush)

An estimate of how difficult it would be to rank high in organic search results for a given keyword. The higher the percentage, the harder it is to rank high for that keyword.

KPI

English : Key Performance I ndicator. _ This refers to key figures that can be used to assess and compare the performance of online marketing measures. Depending on the objective, different KPIs are used for the analysis.

Local Pack

This means the local search engine results that are displayed in combination with Google Maps. Local Pack contains a map and mostly shows the three most important local results.

Performance values of media planning

The base price is gross
, hence the non-discounted media value.

Net (net)
is the gross value minus discounts (cash discounts, annual conditions, etc.). If a customer does not have an agency (direct customers), the net price is the final price before tax. Direct customers state their campaign budget on a net basis.

Net/Net (net/net)
is the net minus 15% agency commission. An agency must be demonstrably available for this. Then the net/net is the final price before tax. Agencies state their campaign budget based on the net/net.

mobile marketing

Describes all marketing measures using mobile devices, especially smartphones.

Net range (NRW)

Number of people from the target group who can be reached at least once with a specific medium. In contrast to the gross reach, however, multiple contacts are not counted. If a person has seen an advertisement 5 times, this person has 1 contact. So only the person is counted. The net reach is therefore equal to the unique user.

Page Impressions

Also referred to as page view, refers to the number of times a website is viewed and is thus a key figure for user activity on this site.

In online advertising: Announces the number of views of a page. This corresponds to the gross reach of an advertising medium.

performance marketing

This is an umbrella term. This refers to performance-related remuneration for marketing services. Keyword advertising and affiliate marketing are clearly assigned to performance marketing.

Reviews (stars)

Here, your ratings are displayed in the form of stars in the search results.

ROAS

English : Return On Advertising Spend _ _ _

English: Attribute to advertising expenditure ; determines the profitability of advertising expenditure. With regard to the expenses and the income derived from them, it is determined whether the advertising measures are successful.

SEA – Search Engine Advertising

Describes how to run ads based on previously researched keywords. The leading provider in this area is Google with the Google Ads program (formerly Google AdWords).

seed keywords

are short and consist of one or two words without modifying the words. These basic keywords are kept simple and form the starting point of an SEO strategy.

SEM – Search Engine Marketing

SEM is divided into the areas of search engine optimization (SEO ) and keyword advertising. The terms paid listing or search engine advertising (SEA) are also used for keyword advertising in online marketing .

SERP

By SERP we mean the search results page. SERP stands for Search Engine Result Page . _ The general overlays of the search results on the SERP are called Universal Search . Specifically, these are the results collected from Google Pictures, Google News, Google Shopping, Google Maps, etc.

SEO - Search Engine Optimization

Includes all technical, structural and content-related measures on a website that serve to improve positioning in search results (usually Google). A distinction is made between on- page and off-page optimization (backlinks).

sitelinks

Are displayed under the respective search result and offer links to different areas and sub-pages of the website.

SMM – Social Media Marketing

SSM includes all marketing measures that are carried out using so-called social media. These enable your users (companies, NGOs, parties, journalists, etc.) to network and exchange information with each other using software (Facebook, Instagram, etc.). Above all, media content is created and shared.

Differentiation: The terms social network marketing and social media marketing are often used synonymously. The demarcation in terms of content is that SMM also deals with image and video platforms (Youtube, flickr) in addition to social networks, while SNM focuses solely on social networks.

search volume

The average number of times visitors searched for a specific keyword per month. This value is calculated over the last 12 months.

CPM

The TCP (thousand contact price) is a model with which the price for advertising material can be calculated.
With the model, a price is set that has to be paid for 1,000 plays of an ad.

top competitors

The top search engine results for a specific keyword.

Traffic

Traffic is measured by various key figures that are directly related to the number of visitors to a website and also give an indication of the attractiveness of a website.

Unique client (UC)

Measure of how many end devices are used – but not which ones. Browsers also count as unique clients.

Unique User (UU)

Number of unique visitors to a website within a given period.
Multiple visits by the same user are only considered once.

Video carousel

The video carousel is a series of scrollable videos in the top search results.

video marketing

ViedoMarketing is a branch of online marketing in which moving images are used to achieve communication and advertising goals. Both our own and third-party websites can be used as a platform. One of the most important platforms is YouTube.

Visit

Describes a continuous visit session of a user (or end device) on a page.
The visit timeout is 30 minutes, after which a new visit counts.

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