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Overview of technical terms in online marketing

The world of digital marketing and e-commerce is often teeming with technical terms and acronyms. In the online marketing glossary of Stammgast GmbH, we therefore try to explain the most important technical terms in a way that is easy to understand.

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A selection of technical terms and abbreviations from the world of digital marketing and web analytics:

AD / ADVERTISMENT
Paid content (advertisement) that is displayed to the user on a website, in a search engine or in social networks.

Bounce
rate The bounce rate is the percentage of sessions on the website in which the user viewed a single page and then left the website again (without a single click). So, in a simple definition, the bounce rate is the percentage of 1 page views.

BIG DATA
Large amounts of data that increase tenfold approximately every 5 years. Classic database systems as well as statistics and visualization tools are increasingly no longer suitable for processing or structuring these large amounts of data in order to generate benefits (marketing, sales, communication). A new type of software should therefore be used for processing and structuring big data, which links different data sources and works in parallel on several processors and servers.

CHATBOT
A chatterbot, chatbot or bot for short is a text-based dialogue system that allows chatting with a technical system (robot). It has an area for text input and output, which can be used to communicate with the system behind it in natural language.

COOKIE
A ​​cookie is a small piece of data (code) that is stored by the web server on a user's computer or browser when visiting a website. Cookies contain various information about the behavior of the user and can be used, among other things, to recognize the user or device and thus for the targeted display of advertising.

COMMUNITY MANAGEMENT
Conception, construction, support, optimization and management of virtual communities in social networks.

CONTENT
Digitally processed text, image, video or VoIP content.

CONVERSION
In digital marketing, conversion means changing the status of a target person into a new status. For example, from prospect to customer. The conversion is thus the action goal defined for a specific landing page (registration, sale, etc.). The term goes hand in hand with the conversion rate, which is an important parameter in digital marketing and relates the number of web visitors to the conversions achieved.

CMS
stands for "Content Management System" and describes software that allows the management and maintenance of website content (text, images, videos, POIs, etc.) - separately from the layout and structure of the website without programming knowledge.

CPA (CPL)
“Cost-per-acquisition” or “Cost-per-lead” is a metric or billing model that relates to the quality of contacts. To calculate the CPA/CPL, the costs for an advertisement are divided by the number of events that have occurred as a result of this advertisement (orders of brochures, consultation appointments, questionnaires, etc.).

CPC (PPC / CLICK PRICE)
metric and billing model in digital marketing. Advertising that a company places online only incurs costs once a user has clicked on this advertising.

CPM (TCP)
metric and billing model in digital marketing. CPM stands for cost per 1000 impressions. TKP stands for "Thousand Contact Price". With CPM ads, advertisers set the desired price per 1000 served ads (impressions) and select the specific ad placements on which to show the ads. You are charged each time your ad appears.

CTA
Stands for "call to action", a button used in web design that encourages the user to click and thus carry out another action, such as booking, buying or viewing something.

CTR (CLICK RATE)
The CTR stands for "Click-through-rate" and describes the number of actual clicks on an advertisement compared to the number of impressions, ie the frequency of the advertisement. However, the costs are usually only caused by the click, not by the display of the advertisement (impression).

ENGAGEMENT (RATE)
The engagement rate describes a key figure from social networks that measures the intensity with which website visitors engage with published content. Overall, the interaction with the examined content is measured with the engagement rate. Within the engagement rate indicator, comments, shares and likes left by users are recorded. The engagement rate is gaining in importance, especially in the analysis of advertising impact within social networks. The key figure determined by recording shares, likes and comments enables a good comparability of the created content with the content of other company pages. The possibility of comparing different company-internal content is also gaining in importance.

HASHTAG Keyword marked
with # for thematic assignment of content. The application makes it easy to search for specific topics on social networks.

INTERACTIONS
Interactions are an important parameter in digital and especially in social media marketing. Interactions include clicks on posts/web ads as well as, for example, likes, comments and shares.

IMPRESSION
(Ad) impressions are the views or display of advertising material on a website. The advertising is displayed via so-called ad servers, which usually log the ad impressions.

LANDING PAGE
A landing page is a specific target page (subpage) of a website that has been optimized for the advertising medium and its target group. A landing page focuses on a specific offer, which is presented without distraction. They are designed to present visitors with lean websites that are optimal for their needs and often contain response elements such as e.g. B. an inquiry form or a link to the shop, which ensures easy interaction with the visitor.

META DESCRIPTION
A meta description is a short descriptive text that is intended to summarize the content of an HTML document or an individual target page of the website for search engines. Meta descriptions are meta tags of web documents and are stored in the head area of ​​an HTML document.

NATIVE AD
Native advertising (in English "advertising in the familiar environment") is a form of advertising on the Internet and in print media, which is designed by offering content in such a way that it is difficult to distinguish from editorial articles and attracts the attention of users attracted by camouflage.

NEWSFEED
Personal "home" page of social networks with all posts from contacts and publishers as well as advertisements.

OGP
The "Open Graph Protocol" contains a series of instructions with the help of which social networks use certain page elements (text, images, etc.) and display them when content is shared.

ORGANIC
«Organic results» or «organic traffic» are listings or hits that are not due to advertisements, but due to good placement in the search engine results (SERPs).

PERFORMANCE MARKETING
Performance marketing is the use of digital marketing tools with the aim of achieving a measurable response and/or transaction with the user; it corresponds to direct marketing in interactive media. In performance marketing, campaign optimization is always optimized for results (conversions). The range (impressions), on the other hand, is not given any importance.

PLUG-IN
A plug-in is an optional software component that extends or changes existing software. The term is sometimes also used as a synonym for "add-on" and "add-in". Many CMS offer various plugins to expand the website with elements such as calendars, blogs, web shops, etc.

ROAS
The abbreviation ROAS stands for "Return-on-Advertising-Spend", the return to advertising expenditure, and is an important key figure in digital marketing. ROAS is a sub-area of ​​ROI, which describes the profit actually achieved per advertising expenditure. While the ROI generally quantifies the relationship between sales and costs, the ROAS is used to assess individual advertisements and campaigns. In this way, the profit per advertising measure (campaign) that a company has achieved with it can be determined.

ROI
The return on investment (ROI) is a key figure that shows the relationship between profit and invested cap

SEA
Search Engine Advertising is part of search engine marketing. The term is also referred to as keyword advertising or sponsored links and describes the placement of text ads and/or shopping ads in search engines via selected search terms (keywords). By using the keywords, the searcher can be delivered targeted text ads that match.

SEM
"Search Engine Marketing" is an instrument in digital marketing and aims to improve the visibility of websites within search engine result lists. Search engine marketing is divided into search engine advertising (SEA) and search engine optimization (SEO).

SEO
search engine optimization includes measures that serve to ensure that websites appear higher in the search engine ranking in the unpaid search results (organic ranking). With SEO, it is possible to place websites in the top positions of the SERPs for relevant search terms. In SEO, a distinction is made between on-page optimization (editing your own website) and off-page optimization (influencing other websites).

SERP
The «Serach-Engine-Result-Page» is the hit list displayed after a keyword search query, eg in Google. The SERP can be divided into organic results and paid listings or ads.

SOCIAL SIGNALS
The result of a user's interaction with data in social networks. Examples: Likes, shares, comments, re-tweets, etc. Many "social signals" have a positive effect in terms of visibility in search engines (social SEO).

SOCIAL WALL
Collection and display of user-generated content from various social networks.

UGC
stands for "User-Generated-Content" and refers to media content that is not created by the provider of a platform (website, blog, profile) but by its users.