Digital Media & Advertising Glossary
This is the glossary for the Digital Advertising category of the advertising industry
Digital Media & Advertising
Return on Advertising Spend (ROAS)
How much revenue you make for each dollar spent on ads. ROAS can help you see if your ads drive revenue for your business.
Digital Media & Advertising
Return on investment (ROI)
Typically calculated as total revenue divided by total costs. ROI is critical to watch to ensure that your ads are effective and drive results for your business.
Digital Media & Advertising
Search engine crawler
A program used by search engines to gather and interpret data from pages on a website before the search engine indexes the site.
Digital Media & Advertising
Search engine optimization (SEO)
The practice of altering web pages to maximize the number of visitors to that page by ranking higher on SERPs. SEO and PPC are often used together to help businesses increase presence in search results.
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SEO
This acronym is short for Search Engine Optimization. Basically, SEO is making sure your website shows up in search results instead of being lost in the ether – which means more site visitors. You can improve your WordPress SEO by using relevant tags, categories and keywords in your posts and headlines, and by writing headlines […]
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SEO Friendly URL Slugs
A slug is the part of the URL that contains the name of the post. It’s often just a few words long, intended to describe what the post is about. WordPress automatically uses the post’s title as the slug, but you can edit the slug if necessary.
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Shortcode
Shortcodes are essentially macros, or sets of programming instructions designed to do things automatically, leading to reduced time and effort on your part (and no need for coding, either). In other words, shortcodes are shortcuts. In WordPress blogs, some themes contain shortcodes that you can use to format your content – for example, to add […]
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Sidebar
Sidebars show supporting content on a post or page.
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Slider
Sliders are small image galleries designed so that each image is displayed for several seconds before moving on (or sliding) to the next image. Many include links to blog posts or other content. WordPress has dozens of slider plugins available, some of which are often included in premium themes. We’ve talked about the best slider […]
Digital Media & Advertising
Social advertising
Running paid ads on social media platforms like Instagram, LinkedIn and Facebook. Social media advertising enables you to put ads in users’ feeds and help them discover your company.
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Spam
Spam on WordPress sites is typically in the form of junk comments or contact form submissions. These are often loaded with links and unsolicited ads, and can come in by the hundreds thanks to bots. But thankfully this is easily prevented with an anti-spam plugin.
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SSL
SSL is an abbreviation for Secure Sockets Layer, which is a secure way to connect and authenticate communication between your website server and a site visitor’s computer. Having SSL is also what adds the “s” to https in your site URL. Currently, most modern browsers (like Chrome and Firefox) require all websites to have valid […]
Digital Media & Advertising
Static ad
Static ads are ads that contain permanent content that’s only assembled once. These ads can appear in multiple formats, including images, videos, and animations.
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Theme
A Theme is the front end design of your blog, sometimes known as the skin. It contains your color scheme, fonts, content layouts and more. Most premium WordPress themes allow significant customization and are built to be compatible with popular plugins.
Digital Media & Advertising
Title tags
The sizeable blue anchor text that appears on search engine results pages that provide details of what to expect on the page. Title tags impact whether people click on your ads.
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Trackback and Ping
Trackbacks are notifications for website authors that let them know when somebody links to their content. A Ping is a network signal that sends a trackback. Trackbacks can help facilitate communication between blogs. Trackbacks are sometimes used to insert spam links, so if you use the trackback feature you should consider using special trackback spam […]
Digital Media & Advertising
Unique visitor
The number of individual users that have been to a site. If the same user visits a site three times, it is only counted as one unique visitor.
Digital Media & Advertising
User experience (UX)
UX is the practice of understanding user needs and creating online experiences that provide a good experience for users. With UX, you focus on delivering an experience that keeps users happy and engaged.
Digital Media & Advertising
User intent
What an online user wants to find by entering their search query.
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User Roles and Permissions
User Roles are a way to differentiate people accessing your website. You as the site own will typically be an Super Administrator, but there are other roles for Admins, Editors, Authors, Contributors and Subscribers (you can learn more about managing your WordPress user roles in our guide). Permissions are security settings that are assigned to […]
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