Marketing jargon banner

Your Guide to Marketing Jargon

If you’re new to the marketing world you may have come across some unusual words and acronyms. Some like A/B testing are fairly easy to understand, but others like Metadata or PPC, might have you confused.

Well we wanted to bust open the top on the somewhat confusing jargon that marketers use and we have this little marketing glossary for you. Below you will find a guide to marketing jargon that will explain what each word/acronym means. Taking you from beginner to ‘marketing linguist’ in no time. Let’s start with an easy one, A/B testing.

A/B Testing

A/B testing is used when you have two (or sometimes more) ideas and want to know which one works best. These tend to be on a website but can be run anywhere you would like to test a concept or idea. In an A/B test you might want to test a different style of page, including a video on the page or try two different images. From the test you can determine if one page had more conversions, how long the user was on your page, or whatever you choose to test against. Once run, you can see which test worked the best and implement the winner.

Bounce Rate

A bounce is the action of a user entering and then leaving a website without taking any kind of action. This action can be anything from clicking a link, filling out a form or making a purchase. The lower the bounce rate the better.

CMS (Content Management Systems)

A CMS is ideal for businesses that do not have the technical no-how (such as html) to build and manage all their content and website. WordPress is one of the most popular CMS available. Content Management Systems do the HTML, CSS, Javascript, blogs etc for the user.

CTA (Call to Action)

CTA stands for Call To Action and it is the directive (instruction) to the customer to do something. You’ll see this a lot, for example “buy now and save” or “subscribe now”. These are CTAs and there are plenty more.

Inbound Marketing

Inbound marketing is a form of marketing that attracts customers organically. In simple terms they come to you rather than you reaching out to them. Some forms of inbound marketing are; SEO, blogs, events, social media. You are creating the content and allowing others to find it.

KPI (Key Performance Indicator)

A KPI is a metric used to measure and track the progress of a business as well as identify patterns and support business progression. KPIs can be used to measure the effective needs of cost per click, sales, organic traffic and just about anything that can be quantified numerically. Certain KPI values can have an effect on other KPIs for example KPI of revenue.


Metadata can be described as descriptive metadata or structural metadata. Descriptive metadata for an example is information collected from an individual file. An image for example, contains, the location, the shutter speed, the time it was taken and this is applicable to all mediums such as music, social media posts, articles. Now structural metadata is all this information put together in a table or chart where patterns (or trends) can be identified.

PPC (Pay Per Click)

PPC stands for Pay Per Click, and it pretty much means what it says on the tin. You pay for a click. This click can be anywhere from Google Ads, Social Media Advertising, and other websites. Anywhere you advertise something and you pay for a user to click your ad.

SEO (Search Engine Optimisation)

SEO stands for Search Engine Optimisation and typically means improving your website for search engines.There are two types of SEO: On page and off page. One page is the process of adapting content to contain keywords relevant to the business, optimizing metadata and a lot more. Off-page is the process of using social media and backlinks that lead onto the website.

Top of the Funnel

Top of the funnel is the beginning of the buyer journey and where the focus is concentrated on brand image as opposed to selling products. The idea is to inform customers of relevant knowledge, like helpful articles on things around the product or service, rather than selling the product or service.

And that’s your quick guide to marketing jargon. We have gone over some of the key terms and even some of the tools used in the marketing industry. You can come back to this guide anytime you need and if there are new terms you aren’t sure about, let us know and we can add them.

So, with a bit of practice and patience, you’ll find yourself speaking like a true digital marketer in no time.

If you’re interested in seeing how we here at Milk & Tweed utilise these terms in our digital marketing services for clients, you can check out our marketing service page.

Better yet, you can get in touch with us to enquire further about any marketing you need for your business. We’re only a click away.

Happy Marketing!

Let's create together

Get in touch

Select your plan and one of our team will get in touch