Complete Digital Marketing Glossary

If you’re new to digital marketing, you may constantly come across terms and acronyms that you’re unfamiliar with.

Digital Marketing Glossary

If you’re new to digital marketing, you may constantly come across terms and acronyms that you’re unfamiliar with. From SERPs to CTAs, marketers can speak a language of their own. But don’t panic – with our handy glossary, you’ll be picking up the lingo in no time! 

CPA – Cost Per Acquisition

Cost Per Acquisition is a metric that measures the cost of acquiring one new customer. It’s an incredibly important metric, as once you know how much you’re spending on new customers, you can determine whether this is too much, and if your acquisition strategy needs to be revised. You may also come across the acronym CPM, which stands for Cost Per Mille, so is the amount spent acquiring 1,000 impressions.

CPC – Cost Per Click

Cost Per Click is exactly what it sounds like – the amount you pay each time someone clicks on one of your ads. The average cost per click is around $1, though this will vary depending on your industry and the keywords you bid on.

CTA – Call to Action

A Call To Action is a word or phrase directing site visitors to perform a particular action. This could be anything from buying a product to getting them to subscribe to your newsletter. A call to action needs to stand out, and be clear and concise. Often, it will be a button users can click.

CTR – Click Through Rate

The Click Through Rate is the percentage of people who click on a link, compared to the total number of people who viewed it. This may be via a web page, email or advertisement. So if 1,000 people view your ad, and 150 of these people click on the embedded link, you’d have a click through rate of 15%.


complete digital marketing glossary
KPI – Key Performance Indicators

Your Key Performance Indicators are ways to measure the success of your business. You’d decide on specific KPIs, such as revenue, profit margin, or client retention rate, and then track the progress of these metrics. Generally, key performance indicators are financial, but they could also be slightly more abstract. 

PPC – Pay Per Click

Pay Per Click is a method of marketing where you pay a fee every time someone clicks on one of your ads. The idea is that you’d only pay a small fee for each click, and when a few of these customers convert, you’ll make back the cost of the ad. PPC is an easy way of getting visitors to your site, but it can get expensive. Most marketers instead focus their efforts on SEO, so that their site features at the top of search results organically, rather than through an advert.

ROI – Return On Investment

Your Return On Investment involves comparing how much you spend in money and resources on a project to what you get out of it. For example, you may spend £1,000 on an ad campaign, and invest several hours of your time setting this up. Assuming your time was worth around £50, you’d need to see a return on investment over £1,050 for the campaign to be worth it. 

SEO – Search Engine Optimisation

Search Engine Optimization is about improving your website and other platforms in order to rank highly in search engines. The idea is to get organic traffic to your site, rather than paying for traffic, as you would with PPC. There are numerous considerations when it comes to SEO, from keyword research to customer experience, and it can take months (if not years) to really see your SEO efforts bear fruit.

SERP – Search Engine Results Page

Search Engine Results Pages refer to the page that your site features on, when a user submits a query via a search engine. So if someone were to search for ‘pineapples’ and your website was on the second page of Google, this would be considered to be high in the SERPs.

SIS – Search Impression Share

Your Search Impression Share is the number of impressions you received when people were searching for relevant products or services, divided by the estimated number of impressions you may have been eligible to receive. Essentially, the higher the share the better, as this means you’re getting as many impressions as possible.

online marketing glossary
SMM – Social Media Marketing

This acronym speaks for itself – SMM is about marketing across various social media platforms, such as Instagram, Facebook, Twitter, LinkedIn, Pinterest, TikTok, and Snapchat.

UGC – User Generated Content 

User Generated Content is any type of content, from videos to reviews, that has been created by someone outside of the brand – generally their customers or followers. UGC can be organic, but is also requested. For example, a company might ask their users to send in photos of themselves with the product, demonstrating its uses. 

UX – User Experience

When discussing User Experience, this refers to how a user interacts with a product or service, and how they find it. Was it easy to use, was it efficient, was the design engaging? User experience is becoming a larger focus in marketing, so it’s important to put yourself in the customer’s shoes, considering how they’d feel about your website and what you’re offering.