Simple, and incomplete, glossary of digital marketing terms. Drop me a line on email@example.com if you want a term explained.
The ratio between [undesired]:[desired] possible actions on a landing page. Lower ratios support better page CTR and CVR
An “entity” is a person, place, or thing. For example, entities often generate Knowledge Graph boxes in Google when they are searched for. RDFa, microdata, or schema.org markup can (usually) be applied to an entity to provide semantic information in a computer readable format.
Mainly used in PPC. The ad headline and strapline should be replicated on the landing page for a good message match, which supports page performance. Related to Information Scent in overall marketing communications theory. See more here