Stay Ahead With Our Ultimate List Of Digital Marketing Terms in 2021

The Digital Marketing Jargon Buster 2021 – Part 2

This digital marketing jargon buster is for you if you don’t know your PPC from your Pixel tracking, SEO from your SERPS, and your CRO from your CPC. It’s a quick and handy A-Z of digital marketing terms you may hear when talking to a digital agency. Hopefully, this will help you understand the world of digital marketing in more detail.

If you’re new to the series, you can catch up here: THE DIGITAL MARKETING JARGON BUSTER 2021 ( PART 1 )

Let’s begin where we left off:


Call To Action (CTA)

A call-to-action (CTA) in digital marketing is a piece of content designed to prompt an immediate response to the viewer, reader, or listener. Usually, CTAs are a string of words that influence people to do something. The action you want people to take could be anything: download an ebook, sign up for a webinar, get a coupon, attend an event, etc.

A CTA can be placed anywhere in your marketing — on your website, in an ebook, in an email, or even at the end of a blog post.


The campaign is advertising that follows a theme.

To start a campaign, marketers need to understand who their customer is and where to reach them and anticipate what action the customer will take next. Digital marketing campaigns can be less expensive than other marketing campaigns and can engage with customer behaviour in real-time. Companies can use a digital campaign for a variety of uses, from raising brand awareness to telling loyal customers about a new product.


Canonical URL (rel=canonical)

This tells the browser if there are multiple versions of the same website, such as AMP or mobile pages, which one is the original source. In April 2019, Google changed the search console to attribute all google juice to the canonical URL, despite which version of the page was accessed.

Click-Through-Rate (CTR)

Mostly used in Pay Per Click advertising (PPC) How many times did your advert appear, and how many times did someone click on it? If it appeared 100 times and 10 people clicked, this is a 1-% CTR.Content

Content Management System (CMS)

Software that helps users create and manage content on a website without the need for specialised technical knowledge. Some examples can include: WordPress, CraftCMS & OctoberCMS.

Content Marketing

Your customers, leads, and audience members want valuable content from your business. And that content needs to reach audience members in a way that feels natural and organic versus being disruptive. Content marketing helps businesses do this, and it describes the process of attracting, engaging with, and delighting your target markets. Content Marketing can come in many different forms from writing blog pieces to photography, video and many more.

Conversion Rate

The conversion rate is an online marketing KPI measuring the ratio of a website’s visitors to conversions.

In other words, the conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people want what you’re offering, and they’re easily able to get it

Did you know that a conversion doesn’t necessarily have to be a sale or transaction?

For instance, some other examples of conversion rate in digital marketing include:

  • Newsletter Sign-Up.
  • Successful download.
  • Filling out a contact form.
  • Visiting certain pages on your website.
  • Scheduling a demo.
  • Starting a free trial.
  • Making an initial purchase.
  • Making a repeat purchase.
  • Renewing a subscription.

Conversion Rate Optimisation

Conversion rate optimisation is a central aspect of online marketing and search engine optimisation. As a result, an improved conversion rate can have a significant impact on lead generation, and therefore sales and revenue.


A small snippet of code, stored on your device to identify and track your website usage. Some cookies are essential and are needed to pass information about your activity between pages, for example, the checkout process or favouriting items. Some are used for tracking purposes to gather data about the types of users visiting a website—location, demographics and more.

Cookies can track when a visitor lands on a website and monitor what they do once there.

Cost Per Acquisition (CPA)

Cost Per Acquisition is the total cost of acquiring a new customer via a specific channel or campaign. While this can be applied as broadly or narrowly as you want, it’s often used in reference to media spend. In contrast to cost per conversion or cost per impression, CPA focuses on the cost for the complete journey from the first contact to the customer.

Cost Per Click (CPC) 

Simply, how much one click to your website costs. Averages are meaningless, so look for specific keyword averages and niche. Some clicks can be pennies, and some can be as high as £70.

All-encompassing terms like ‘mortgage and ‘insurance’ often have a very high cost per click. A savvy advertiser competing in this niche will make use of long-tail keywords.

A well-optimised website can increase quality score, which can lower overall CPC.

CPM – Cost Per Thousand Impressions

Don’t be confused. It’s the M in Roman Numerals. How much it costs for your ad to display 1000 times. This is a useful metric if your campaign goal is to reach as many people as possible.


“Crawler” is a generic term for any program (such as a robot or spider) that is used to automatically discover and scan websites by following links from one webpage to another. Google’s main crawler is called Googlebot.


The web is almost like an ever-growing library with billions of books and no central filing system. We use software known as web crawlers to discover publicly available web pages. Crawlers look at web pages and follow links on those pages, much like you would if you were browsing content on the web. They go from link to link and bring data about those web pages back to Google’s servers.

CRM – Customer Relationship Manager

CRM stands for Customer Relationship Management. It’s a technology used to manage interactions with customers and potential customers. 

CSS – Cascading Style Sheets

CSS is a language that tells the browser how to display your web page—colours, fonts and positioning. If you are a web designer, you need a grasp of this language.

Interested to find out more about Digital Marketing Terms?

Make sure to keep an eye out for the next parts of our series “The Digital Marketing Jargon Buster 2021

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