Speaking the same language makes things a lot easier! It's not much different in online marketing or in the field of digital marketing. Here you will be literally overwhelmed by English terms and abbreviations!
If you've only recently started dealing with the topic of online
advertising, you're probably constantly tripping over terms that you
don't know. "F*ck, what are they talking about?"
In this article I will introduce you to 33 of the most important and most common online marketing acronyms and abbreviations. I'll explain what they mean and the important role they play in your online marketing!
So you can always have a say in the future and keep the ultimate perspective in online marketing!
German: Advertising, i.e. the generic term for any type of advertising measures used in online marketing. (e.g. advertising banners and text links)
Business, advertising and communication relationship between at least two companies. The target group of online marketing measures are companies.
advertising measures and products whose target group are end consumers (e.g. in the usual retail trade)
Content Management System
Software that enables the management and maintenance of website content (text, images, videos, POIs, etc.) - separate from the layout and structure of the website. The best known examples are: WordPress, Joomla and Typo3.
Billing model for costs incurred in online advertising when a previously requested action (e.g. downloading a PDF) is carried out. The term Pay per Action (PPA) is also used synonymously.
German: Cost per click. A billing model common in online marketing, in which a certain price is determined for clicks on advertising material.
billing model for contact remuneration. Payment is only made when the customer leaves his contact details after clicking on an advertisement (e.g. online contact form filled out) and thus becomes a lead (= interested party).
Also often associated with the synonym price per thousand (TCP). The CPM indicates the amount that must be used for an advertising measure in order to reach 1000 people.
German: Cost per order. Billing model for costs in which only paid if an order was actually generated by the ad.
Synonym for cost-per-order (CPO)
German: Cost per view. Billing model in which the (also partial) visual contacts are made by the user. In contrast to impression-based billing, a video ad requires user actions (play, stop, skip...) before the marketer's advertising budget is charged.
German: conversion rate. Metric that describes the relationship between website visitors and transactions made. For the calculation, the total number of website visitors is divided by the number of people who have performed the desired action.
Customer Relationship Management
Stands for corporate processes for maintaining and building long-term customer relationships. A CRM system allows businesses to keep customer contact details up to date, record all customer interactions, and manage customer accounts.
Conversion Rate Optimization
German: Optimization of the conversion rate. CRO tries to identify and optimize all obstacles to the user's goal achievement. This means that the user should carry out the desired action (e.g. ordering a product online, filling out a form) as simply as possible. See CR (Conversion Rate).
English: Call to action. In online marketing, refers to a banner or button that is intended to persuade the user to initiate an action and carry out the desired action (e.g. order, download, registration).
German: click rate. Indicates how many of those who saw a certain advertisement (e.g. advertising banner, text ad) also clicked on it?
German: Customer experience. The CX describes the customer experiences, how customers perceive a brand or a company at different contact points (e.g. website, social media profile, brick-and-mortar store, customer service, recommendations from acquaintances).
German: effective costs per thousand impressions. The eCPM describes the amount of advertising revenue for 1000 page or advertising media views. Not to be confused with the CPM (=cost to reach 1000 people).
Key Performance Indicator
Business key performance indicator that measures how well the company's objectives are being met. The KPIs differ depending on the company, measures and their goals.
The KUR is used to measure the success of marketing measures and is calculated as the share of costs in sales. The lower the KUR = costs / turnover, the more successful the marketing measure.
Form of (online) marketing that is based on key performance indicators (=KPI). The aim is to trigger a measurable reaction or transaction among users. (e.g. click on the website, product purchase and much more..). An essential feature of performance marketing is the measurability of advertising measures and the subsequent optimization of performance.
synonym for cost-per-click
Synonym for cost-per-lead
Pay per action
synonym for cost per action (CPA)
The ROAS indicates the profit actually achieved per advertising expenditure and is used when evaluating individual advertisements and campaigns. The ROAS is calculated by dividing the value of the conversions (e.g. purchases) by the total amount of advertising measures that were spent to achieve the conversions. If the value is 1, the value of conversions corresponds exactly to the total spend. The aim here should be to achieve a value above 1.
Return on Investment
ROI refers to the relationship between the profit generated and the capital employed (e.g. advertising sum) in an advertising measure. The ROI therefore provides information about the efficiency of entrepreneurial activity.
Search engine advertising
German: search engine advertising. Are paid marketing measures (e.g. text ads) to be found more easily in the search engine ranking with the website for specific search queries. In Austria, Google (approx. 96% market share) with Google Ads is the best-known provider.
Search engine marketing
German: search engine marketing. Is the generic term for SEA and SEO, and includes all measures that should help an online presence to a better position in the search engine rankings.
Search engine optimization
German: search engine optimization. Includes all measures (on and off the website) to land as high as possible in the organic search via Google etc.!
The most important measures are unique content and a technically flawless website.
Search Engine Result Page
English: Search Result Page. Identifies the pages on which search engines list their search results.
Social Media Marketing
Social media marketing includes all measures on various social media platforms, such as Facebook, Instagram and Twitter, for communicating company messages, interacting with users and generating visitors for your own website.
Price per thousand Contacts
synonymous with CPM. The amount an advertiser has to pay to reach 1000 users.
In online marketing, traffic refers to how visitors access a
website. Traffic is measured using web analysis tools (e.g. Google
Analytics, Matoma, etc.) and is expressed using various traffic metrics
(= key figures).
Traffic also gives an indication of the attractiveness (for users and Google) of a website.
Unique Selling Proposition
German: unique selling proposition. In marketing, USP means a unique value proposition that makes your company and product unique compared to similar offers from your competitors and sets it apart from others.