The digital marketing vocabulary brings together terms related to marketing planning and measurement, as well as terms encountered when working with an advertising or SEO agency.

SKAG = Single Keyword Ad Group

Google Ads Campaign Strategy: Single Keyword Ad Group. In this ad campaign, each ad group contains one keyword, which includes multiple, highly specific ad groups with targeted ads.

SMART goal

SMART is a definition that can be used to set more specific goals for marketing. The SMART model defines the goal as precisely as possible, giving it a clear timeline, being measurable and comparable, relevant to the company’s business perspective, and being realistic.

S – specific, clearly defined, M –   measurable, A – achievable, achievable, R – relevant, relevant & related to overall objectives, T – timely, relevant.


marketing goal: We are reaching more customers.

Example: SMART goal: 

We aim for growth, which means 20% more customers in 2020 or 15 more customers or € 15,000 more revenue compared to 2019.

In order to make the goal understandable from a marketing point of view, this can also be broken down into sub-goals to support the planning and implementation of marketing.

We are aiming for growth, which means € 15,000 more turnover in 2020 compared to 2019. Growth is sought in e-commerce sales (+ € 5,000), stone foot shop (+ € 8,000) and event sales (+ € 2,000).

Internal link

Links on a website that redirect to another site within the same website. This can be used to direct the customer to read more about the topic, but the same internal linking can be used to influence e.g. search engine optimization. For example, this >> digital marketing << is an internal link to another page on a website. A good practice for internal linking is to use a more descriptive link instead of just “read more” text. Then it gives a little more information to the search engine about the actual content of the site. 

Social Selling

Social selling. This term is used for active online interaction and the use of social media channels as part of sales work. This emphasizes personal networking and discussion on social media channels. It doesn’t mean promoting your own sales through a call for bids, but through participation, expertise, and helpful conversation.

Tag & Trigger

Terms related to measuring and tracking marketing and Google Tag Manager related functionality: The tag/trigger contains tracking code or pixel information, and the trigger defines the event that the information passes to other systems: for example, Google Tag Manager can track the submission of a form and export it to Google Analytics or ad management systems, where the tag contains information about the event (e.g., submit a form = lead) and the trigger determines, for example, which page the action is on (e.g., the contact page). When the form on the Contact Us page is forwarded, information about the new lead will go to Google Analytics and the ad management system. Based on this, it is possible to assess e.g. effectiveness of advertising.


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