Stay ringside and in control of your digital campaigns with this quick guide to essential digital advertising terms. Whether you’re aiming for conversions or managing CPC, we’ve got you covered with straightforward facts—no unnecessary jargon.
Test your knowledge by guessing the meaning behind each term. Hover over the cards below for the answers.
Engagement Rate
Why it Matters: Helps to measures how well your content holds attention & encourages interaction.
Engagement Rate
What it Means: The percentage of sessions where users interacted with your site (e.g., clicked a button, scrolled, or spent time on the page).
Engaged Sessions
Why it Matters: Tracking engaged sessions provides insight into how effectively your site captures user interest.
Engaged Sessions
What it Means: When users stayed longer than 10 seconds, viewed multiple pages, or triggered a conversion event.
Average Engagement Time
Why it Matters: Longer engagement times indicate that visitors find your content valuable and are more likely to convert.
Average Engagement Time
What it Means: The average amount of time users actively engage with your website during their session.
Transactional Intent
Why it Matters: Transactional intent is a strong indicator that the user is ready to convert, and your content or ads should make it easy for them to take the next step.
Transactional Intent
What it Means: The user is ready to take action, like making a purchase or booking a service.
Informational Intent
Why it Matters: Content that educates or solves problems positions your brand as an authority, building trust with users.
Informational Intent
What it Means: The user is looking for information or learning about a topic, not ready to make a purchase yet.
User Experience
(UX)
Why it Matters: A positive UX keeps users engaged, reduces bounce rates, and increases the likelihood of conversions.
(UX) Design
What it Means: (UX) refers to factors like ease of navigation, speed, mobile responsiveness, design, and clarity of information.
Search Intent
Why it Matters: Knowing search intent helps you deliver the right content at the right time, whether your audience is researching, comparing, or ready to convert.
Search Intent
What it Means: The underlying goal or purpose behind a user’s search query. Are they looking for information, comparing options, or ready to take action?
Navigational Intent
Why it Matters: Ensuring your site ranks well for navigational searches ensures that users looking for your specific business find you easily.
Navigational Intent
What it Means: The user is looking for a specific brand or website.
Commercial Intent
Why it Matters: Content that highlights benefits, comparisons, and reviews helps push the user toward a purchasing decision.
Commercial Intent
What it Means: The user is researching or comparing products or services but hasn’t yet decided to buy.
Keyword Visibility
Why it Matters: High keyword visibility increases the likelihood of attracting organic traffic.
Keyword Visibility
What it Means: What it Means: High keyword visibility means your site ranks well across a range of search terms, It’s typically measured as a percentage, representing all the keywords you’re targeting.
Quality Score
Why it Matters: A higher Quality Score can lead to lower cost-per-click (CPC) and better ad positions, meaning your ads are more cost-effective and visible to potential customers.
Quality Score
What it Means: Quality Score is a metric used by Google Ads to measure the relevance and quality of your ads, keywords, and landing pages. It’s scored on a scale from 1 to 10, with 10 being the highest.
Landing Page
Why it Matters: A well-optimized landing page increases the likelihood that users will take the next step, like filling out a form or making a purchase.
Landing Page
What it Means: The webpage users land on after clicking an ad. It’s designed to convert visitors by providing targeted information or offers.
Search Engine Optimization (SEO)
Why it Matters: Better SEO brings more traffic to your site without the ongoing cost of ads, leading to long-term visibility and growth.
Search Engine Optimization (SEO)
What it Means: Optimizing your website content to rank higher in organic (unpaid) search results.
Keyword Ranking
Why it Matters: Higher rankings bring in more organic traffic without needing to pay for ads, improving visibility and trustworthiness.
Keyword Ranking
What it Means: Your position in search engine results for a particular keyword. The higher your keyword ranking, the more likely users are to click on your site.
Organic Traffic
Why it Matters: Organic traffic is a key metric for SEO success—it brings relevant visitors to your site without requiring ad spend.
Organic Traffic
What it Means: Website visitors who find your site through unpaid search engine results (i.e., not through ads).
Cost-Per-Lead (CPL)
Why it Matters: Keeping your CPL low while maintaining quality leads is key to maximizing your return on investment.
What it Means
The cost of generating one lead through your ads or marketing efforts.
Impressions
Why it Matters: More impressions help build awareness, keeping your brand top of mind even if users don’t engage immediately.
Impressions
What it Means: The number of times your ad or content is displayed to users.
Search Engine Marketing (SEM)
Why it Matters: SEM helps you reach users who are actively searching for your services, driving targeted traffic to your site.
Search Engine Marketing (SEM)
What it Means: The use of paid advertising (like Google Ads) to appear at the top of search engine results.
Conversion Rate (CR)
Why it Matters: It’s a direct measure of success.
Conversion Rate (CR)
What it Means:The percentage of people who complete a desired action, like filling out a form, after interacting with your ad or website.
Cost-Per-Click (CPC)
Why it Matters: A lower CPC leads to more opportunities for conversions.
Cost-Per-Click (CPC)
What it Means: The amount you pay each time someone clicks on your ad in a Pay-Per-Click (PPC) campaign.
Click-Through Rate (CTR)
Why it Matters: A higher CTR indicates that your ad is compelling and relevant to your audience, driving engagement.
Click-Through Rate (CTR)
What it Means: The percentage of people who click on your ad out of the total number of people who see it.
