Marketing

A/B testing – a method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.

Above the Fold - The upper half of a newspaper or the section of a webpage that is visible without scrolling.

Ad copy - Generally, all printed text in an advertisement.

Ad Impressions - The number of times an advertisement is seen by audiences.

Ad Server - A web server that saves online ads and delivers them to website visitors.

Ad space - the space on a Web page available for advertisements.

Ad Words - An advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in search engine results.

AdSense – a contextual advertisement service provided by Google.

Advertising - A paid commercial message promoting services, products, programs, events people, etc.

Advertising Plan - An explicit outline of what goals an advertising campaign should achieve, how to accomplish those goals, and how to determine whether or not the campaign was successful in obtaining those goals.

Advertorial - An advertisement that resembles a news article or editorial in a print or electronic communication that promotes a single program, service, or point of view.

Backlink – a link from a site outside of your site. It is mostly used in SEO, mentioning that backlinks are one of the most important components for optimizing website's ranking.

Banner ad - A graphical web advertising unit which can be seen everywhere on the Internet. You can see banner ads on websites, social networks, mobile applications, etc. Banner ads can be in different sizes, from very small 100x100 pixels up to Full HD size: 1920x1080. 

Black hat SEO - Using tactics in SEO intended to increase organic search traffic that violates search engine guidelines and policies.

Bounce Rate - The percentage of initial visitors to a site who “bounce” to another site instead of staying on the original website.

BTL -below the line - a marketing term that applies to specific marketing activities through various marketing actions (such as a specific event on the street, providing printed materials to a specific segment of people, etc.).

The background of the term comes from the American literature, where companies, when planning their marketing budget, would write down the main expenses on paper, draw a line and calculate the total budget. Then, considering and adding other marketing activities, other costs were noted down the line. Thus, below-the-line non-standard marketing techniques have come to be called BTL marketing.

Customer acquisition cost - the cost associated with acquiring a new customer.

Conversion rate - The percentage of initial visitors to a site who “bounce” to another site instead of staying on the original website. It can be online purchase, subscription, form submission, etc.

Cost Per Click is one of the online payment models used to charge advertisers for each click through on a digital ad.

CTR - An abbreviation for Click Through Rate․ 

Data Studio – A free tool from Google that lets users make custom reports with data from Google’s marketing services and external sources. Currently this tools is renamed Google Looker Studio.

Direct traffic - one of the most valuable traffic sources of the website. Website visits that do not have any referrer information, either because the visitor typed the website address directly into the browser, they have bookmarked the website link, or they used another method that did not pass referrer information to the analytics software.

eCPM – effective cost per thousand impressions (technically, effective cost per mille. Generally, it is the revenue earned by a publisher (a website or an app owner) for every 1000 ad impressions displayed on their app/website. In other words, it is an estimate of the revenue you receive for every thousand ad impressions.

Freemium - a technique where a business temporarily offers a free basic product, giving the customer an option to use an advanced version for a premium cost.

Landing Page- The page on a website where one is taken after clicking on a digital ad.

Marketing campaign - is a targeted set of methods, approaches, and actions used to deliver desired marketing messages to target audiences. A thorough research and development process should go into creating a marketing plan that outlines the objectives of the campaign, how to get there, and how to assess the campaign's effectiveness.

PDF - (Portable Document Format) - a file format developed by Adobe in 1992 to present documents, including text formatting and images, in a manner independent of application software, hardware, and operating systems. 

Reach- In advertising and digital marketing analysis, Reach refers to the total number of unique people or households exposed, at least once, to a medium during a given period. Reach should not be confused with the number of people who will actually be exposed to and consume the advertising. In other words, reach is the number of unique users who saw the digital advertising at least once.

Storyboard - a set of panels that approximately represent the scenarios, copy, and shots that are suggested for a television (video) ad. Before significant production costs are committed, the storyboard provides a good representation of the commercial concept.

URL – URL stands for “Universal Resource Locator” and refers to the address of a webpage.

UR – an abbreviation of "URL Rating". It is a link metric created by the marketing platform Ahrefs to define an individual URL’s authority and ranking potential. A similar metric to this is PA - Page Authority, which was created by Moz, another marketing platform. 

Webcasting - The process of delivering audio and/or video online. Audio or video webcasts can be delivered live (during an ongoing event) or on-demand. They can be streamed or downloaded (delivered in its entirety before it can be played) by the user.