In the ever-evolving world of digital advertising, it can be easy to forget or misunderstand an industry term or acronym. Use our digital advertising glossary of terms to become an expert.

Digital Advertising Glossary

A/B Testing

Also known as split testing, this is a method comparing two versions of an ad to see which performs better.

Ad Blocker

Software that removes different kinds of advertisements from a user’s web browser.

Ad Text

The text accompanying an advertisement.


A step-by-step method of problem-solving commonly used for data processing and calculations.

Average Position

The average rank or position of a digital advertisement relative to other ads.


A type of display advertising where the format of the ad typically includes text, photos, videos or gifs.

Call to Action (CTA)

An invitation for a user to perform a certain action, like “Schedule a Tour” or “Reserve Now”.


A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings.


The medium used by a company to advertise products or services.

Click-Through Rate (CTR)

The percentage of clicks received divided by the number of impressions received. Can be used to gauge how well your keywords are performing.


When a user completes the desired action – a click, a phone call, a form fill, etc.

Conversion Rate

The number of conversions divided by the total number of ad clicks.

Cost per Action (CPA)

Model of advertising where the advertiser pays only when customers perform a specific action.

Cost per Click (CPC)

The price you pay for each click in your pay-per-click (PPC) marketing campaigns. CPC = Ad Cost / Number of Clicks

Cost per Lead (CPL)

Online advertising pricing model where the advertiser pays for an explicit sign-up from a consumer interested in the advertiser’s offer. Using this model, advertisers only pay for leads, not for clicks. It is commonly called online lead generation.

Digital Advertising

Paid marketing media that is displayed to users online. Digital advertising is comprised of three pillars: traffic, conversion, and leasing.

Digital Marketing

Brand or lead generation efforts that take place on an online channel such as online search, social media content, websites, or advertising.

Display Ad

Similar to a print ad, a digital display ad features branded copy and design on a website or search engine results page.


When someone interacts with your marketing tactics.

Enhanced CPC

Bidding strategy to optimize conversions.

Google Ads

Google’s online advertising software. Used for ad creation and tracking.

Google Analytics

Google’s web analytics tool. Tracks information including time on site, audience behaviors, and conversions.

Google Display Network

Network of more than two million website, apps, and videos where Display Ads can appear.

Google My Business (GMB)

An online listing created with Google so that potential renters can more easily find your location(s) when they are searching for a new community or facility.


The method of identifying the location of your website visitor in order to deliver precisely targeted content to that visitor. Geo-targeting can be used to offer a special at a specific location that you are trying to increase occupancy.


Targeting customers in a geographically restricted area, often much smaller and more specific than a city or town. Hyper-local marketing often works to target “near me” searches on mobile devices.


An impression is how you measure how many people may have seen your advertisement on a webpage. Each unique user view represents one impression.


Indicator of how many times users have performed a specific action in response to specific ad formats.


Ideas and topics that define what your ads and content are about.

Landing Page

The conversion-oriented page users are taken to after clicking on an ad.


Users who have shown interest in your brand by clicking on an ad, filling out a form, or scheduling a tour.

Moment Targeting

Digital advertising strategy that focuses on behaviors and factors that determine when a consumer may be the most receptive to an advertisement.

Paid Social

A model of online marketing in which you pay a fee for ad placement on a social media site, including Facebook, Twitter, YouTube, and Instagram. Paid social ads are often targeted to specific interests, location, behavior, and demographic profiles.

Pay Per Click (PPC)

A model of online marketing in which you pay a fee each time your ad is clicked. Many times these ads appear on a search engine results page like Google or Bing. Also known as Paid Search or Search Engine Marketing (SEM).

Programmatic Advertising

Automates the buying, positioning, and mix optimization of media inventory, making real-time decisions about price, placement, and timing, based on rules you set.

Quality Score

Score assigned by Google in Google Ads on ad quality. Influenced by CTR, ad relevance, and landing page quality.


Allows you to position targeted ads in front of a defined audience that had previously visited your website as they browse elsewhere around the Internet. Remarketing keeps your property top-of-mind throughout your prospect’s decision journey.

Return on Investment (ROI)

The profit made from ads compared to how much is spent. ROI = (Gain from Investment – Cost of Investment) / Cost of Investment

SaaS (Software as a Service)

A software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted.

Search Ad

Advertisements placed on a search engine results page (SERP)

SEO (Search Engine Optimization)

The practice of increasing the quantity and quality of traffic to your website through organic search engine results.

Social Media Marketing

Social media marketing is the online evolution of WOM (word of mouth) marketing, because people are sharing and communicating about your location with their personal or professional networks.

Text Ad

A form of marketing communication that advertisers can use to promote their product or service on the Google Network.


The process of monitoring a brand’s performance online through digital advertising, brand awareness, and brand review.

Unique Value Proposition (UVP)

A clear statement that describes the benefit of your location, how you solve your customer’s needs, and what distinguishes you from the competition.

User Experience (UX)

The design of your website with the goal to deliver the best experience for a renter.

User Generated Content (UGC)

Content, like photos and videos, created by your renters that are posted and available to the public.

Video Advertising

Display advertisements with a video. Alternate definition: ad that plays before, during, or after a video.

Web Analytics

Tracks and reports activity across a website, including unique visitors and clicks. The data is used to understand what people are interested in and are engaging with on your website.

Get Ahead of the Game: Watch Our Webinar

If you’re ready to build a smarter digital advertising strategy, we invite you to view G5’s recent webinar. You’ll learn how to apply your expertise to a variety of up-to-date concepts, such as traffic channels and targeting, user experience and conversion, and tracking and analysis. Watch G5’s How to Build a Smarter Digital Advertising Strategy webinar here.