Common Marketing Terms (and What They Mean)

January 23, 2018

Common Marketing Terms (and What They Mean)

Every industry has their own list of unique terms and phrases, but no jargon is more rapidly added to than in marketing. With new web products and techniques for promotion constantly being developed, you’ll need to stay up on the terminology if you want to understand your colleagues or marketing news.

Here’s a list of common terms to start you off. The marketing elements in this list are used every day, and you likely use them even if you don’t know it. Take a look to stay involved in marketing conversation.


Above the Fold – anything shown in the top portion of a website before you start scrolling, often where important information about your company should go

Alt Text – the descriptions of images on your website hidden to visitors, but “read” by Google to rank your site

Call to Action (CTA) – an urge to the customer to take action, such as “Buy Now” or “Sign Up”

URL – a website address (www.creativegraphicsmn.com/digital-marketing/graphic-design)


AdWords – the platform used to create and manage ads on Google’s search results pages

Demographic – the characteristics of your customers (men, single, in the military; mothers, 45-65, living in Woodbury; etc.)

Pay-Per-Click (PPC) – your advertisements on Google, social media or websites where you’re charged every time a user clicks on it

Reach – the number of people or households exposed to your brand or marketing material


Bounce Rate – the number of people who go to a webpage and leave without clicking on anything

Click Through Rate (CTR) – the percentage of people who click an ad to get to your website, or who click from one webpage to the next

Engagement – communication or interaction between your brand and a consumer

Impression – a single view of a post or advertisement (not factoring in any action taken, like clicks)

Traffic – the number of visitors you have to your website

Organic Traffic – visits to your website directly from a Google search result (without clicking on a paid ad)


Copywriting – the act of writing words on print and digital marketing materials (whereas copyrighting is the act of legally owning a piece of content)

Typeface – the style of letters used in digital and physical print (commonly called “font”)

Voice – the tone, language, and phrases used by your brand to communicate with your audience (your brand’s personality)


Keywords – the words or phrases that customers type into Google to search for a product or service

Search Engine Result Page (SERP) – a normal page on Google or Bing with a list of website links (after a user types in a request in the search bar)

Search Engine Optimization (SEO) – the act of tweaking the text, images and layout of your website to make you show up higher in Google search results

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