The 2021 Digital Marketing Glossary

Whether you’re a digital marketing noob or a seasoned pro, you’ve likely noted that tracking the industry’s ceaseless onslaught of terms, phrases, platforms, channels, tools, algorithms, and targeting methods is no small task. Indeed, the digital marketing train chugs along at what can feel like warp speed—when you’re not paying attention, it’s easy to fall behind and find yourself lost in a strange land that speaks a strange language.

At Good & Gold, we take pride in tracking the front edges of the industry, but we also aim to simplify things for our clients, and pay attention to what’s truly important. In other words, we separate the wheat from the chaff to develop strategies and benchmarks for ourselves and our clients that are built to deliver concrete results—not bells and whistles. We’re here to help you make sense of the chaos so that you can focus on what matters most: your business.

Below, you’ll find the terms we talk about most when strategizing and reporting for our clients or for our own marketing efforts. Whether you’re tackling your own digital marketing or working with an agency, this little glossary should give you a good lay of the land.

General Terms & Metrics

Sales Funnel: The concept of leading customers through a series of events or actions that can be mapped out in the shape of a funnel. The broadest level at the top of the funnel would involve attracting users to your website, after which they move down the funnel as they download a resource or sign up for your email list, after which they (ideally) move to the bottom of the funnel and become a paying customer.

Brand Personality: A set of human characteristics that are attributed to a brand. An effective brand increases its brand equity by having a consistent set of traits expressed through all of its content and communications that a specific consumer segment enjoys.

Click-Through Rate (CTR): The percentage of the people who saw a search result, ad, or e-mail who then clicked through to your website. (clicks / impressions=CTR)

Conversion Rate: The percentage of the people who clicked through to your website who then took a positive action, such as purchasing something or signing up for a newsletter.

Cost Per Click (CPC): The amount you pay on an advertising platform for each click.

Cost Per Thousand Impressions (CPM): The amount you pay on an advertising platform per thousand times people see your ad.

Cost Per Acquisition (CPA): How much it costs to acquire a new customer—sometimes stated as cost per conversion.

Return on Ad Spend (ROAS): Gross revenue generated for every dollar spent on advertising. (revenue from ad campaign / cost of ad campaign = ROAS)

Customer Lifetime Value (LTV): A prediction of the net profit attributed to the entire future relationship with a customer. (To determine LTV, multiply the average purchase value by the average number of sales in a customer’s lifetime by your comany’s gross margin.)

Customer Acquisition Cost (CAC): The total sales and marketing cost required to earn a new customer over a specific time period.

Chatbot: A computer program designed to simulate conversation with human users, especially over the Internet.

Search Engine Optimization

Impression: A single display of a particular ad or search result on a web page.

Bounce Rate: The percentage of people who visit your website but leave without visiting any other page.

Canonical Tag: A bit of code that tells search engines which page is preferred when two URLs are similar or duplicate. (Most commonly, this tag is used when you have products or content that is accessible by multiple URLs.)

Search Engine Results Page (SERP): The page displayed by a web search engine in response to a query by a searcher. Every time you perform a Google search, you are greeted by a SERP.

Meta Tag: Hidden bits of code on your website that help determine the various ways that your site appears within search engines, from supplying the “title” and “description” that appear in Google to telling search engines what kind of business you are and what products you offer.

Sitemap: This is really just what it sounds like—a map listing the pages on your website that allows search engines like Google and Bing to identify where pages are, what order they come in, their importance, and how to generally navigate your site.

Long Tail Keywords: The specific, three- or four-word phrases that potential customers use when searching for your product or service. These are often easier and quicker to rank for in search engines, and can account for the bulk of a website’s traffic.

4xx Error: This status code indicates that the request for the resource contains bad syntax or cannot be filled for some other reason; the server should provide an explanation of the error situation.

Schema Markup: A piece of code you can add to a page’s HTML to help search engines understand what your website is about and what type of information it contains.

Paid Media

Paid Search: Also referred to as Search Engine Marketing (SEM), Paid Placement, or Pay Per Click, paid search allows advertisers to pay to be listed within the Search Engine Results Pages for specific keywords or phrases.

Quality Score: A numerical score Google AdWords assigns to ads and campaigns based on ad quality, ad relevance, and landing page experience. Generally, the higher your quality score, the higher your ads can appear on a search engine results page.

Negative Keywords: Search terms that you actively exclude from a campaign, allowing you focus on more relevant keywords that will increase your return on investment.

Retargeting: Someone visits your website, and then after they exit and continue browsing, your ad appears as a display ad on other websites or social media channels that accept ads from the ad network you use for retargeting. (It’s a little creepy, but it works.)

Dynamic Retargeting: Essentially, next-level retargeting—serving ads to users who have been to your website that contain images and information about the exact item they viewed.

Behavioral Targeting: Serving advertising to people who should be receptive to your message given past web behavior such as purchases or websites visited.

Geo-Targeting & Geo-Fencing: Virtual perimeters for real-world geographic areas. These can be dynamically generated, as in a radius around a point location, or can be a predefined set of boundaries, enabling software to trigger a response (a digital ad or search result) when a mobile device enters or leaves a particular area.

Expanded Text Ads: Google has recently allowed users to include an additional headline (for a total of 3) and an additional description line (for a total of 2) in all text ads, allowing you to take up more space on the Search Engine Results Page and achieve higher click-through rates.

Affiliate Marketing: A strategy where businesses reward individual affiliates (people or organizations outside the business) for bringing in new customers or visitors through ads or content on the affiliate’s website. Affiliates receive payments or product discounts based on the number of customers they generate.

Referral Marketing: The method of promoting products or services to new customers through referrals, usually word of mouth.

Event Tracking: Using Facebook’s pixel implementation, you can track not just revenue and conversions, but a customer’s journey every step of the way, including form fills, cart additions, and newsletter sign-ups, all in one place.

E-Mail Marketing

Call to Action (CTA): A word or phrase used to inspire the end user to take a specific action, often via a button or another stylized link.

A/B Testing: An optimization technique that divides a list in two, then sends a different email version to each half to determine which variation converts best.

Bounce Rate: A percentage that measures how many emails have been returned by an email service. A bounce can happen because a subscriber’s email address either no longer exists, their inbox was full, or because a server was unavailable.

E-Mail Automation: A feature that enables you to send out messages to your customers at designated times, such as: When a subscriber signs up for your email list, when they perform an action on your website (like download an e-book), or when they add an item to their shopping cart but don’t complete the purchase (an “abandoned cart” email).

Drip Marketing: A sequence of communication that is written in advance, and then sent to prospective or current customers at pre-determined intervals to advance them through your sales funnel.

Web Design & Development

HTML: The acronym for Hypertext Markup Language, a standardized system for tagging text files to achieve font, color, graphic, and hyperlink effects on web pages.

CSS: The acronym for Cascading Style Sheets, a style sheet language used for describing the presentation of a document written in a markup language like HTML, including colors, layout, and fonts.

Javascript: An object-oriented scripting language commonly used to make HTML pages more dynamic and interactive.

HEX Code: A code used in HTML and CSS to designate a specific color, often appearing after the pound sign (#).

User Experience (UX): How a user feels when interfacing with a system such as a website, a web application, or desktop software. UX often determines how well a website converts or how much time users spend on a website or application.

Checkout Flow: The page-by-page experience a user has completing a purchase on an e-commerce website.

Below the Fold: In newspaper terms, “below the fold” refers to content on the bottom half of the page (below the physical fold in the paper). In web design terms, “below the fold” refers to the content that a user would generally have to scroll in order to view.

We merge our dedication to innovative strategies and curiosity-driven design to foster growth and elevate brands.

View our work

Pedal to Success: Navigating Digital Marketing Trends in the Bicycle Industry

Welcome, fellow cycling enthusiasts! Let's take a spin through the scenic greenways of digital marketing trends.. As technology continues to evolve, so does the way we connect with riders, promote our brands, and enhance the overall cycling experience. In this article we’ll take a deep dive into the latest trends that are transforming the cycling experience and propelling the industry forward.

Personalized Customer Experiences: In the age of information overload, cyclists expect tailored interactions that speak directly to their interests and preferences. Brands like Canyon are leading the charge by harnessing the power of data to create personalized experiences across various touchpoints. By analyzing consumer behavior and preferences, these brands can deliver targeted social media ads, customized email campaigns, and tailored product recommendations, ensuring that each rider feels understood and valued. This personalization not only enhances the overall customer experience but also fosters brand loyalty and drives repeat purchases.

Immersive Content: In a world where attention spans are dwindling, captivating content is king. The bicycle industry is embracing immersive experiences through virtual reality (VR) and augmented reality (AR) technologies to engage consumers like never before. Imagine being able to virtually test ride a new mountain bike or explore the scenic routes of a cycling destination from the comfort of your home. These immersive experiences not only provide an exciting way for cyclists to interact with brands but also help potential customers make more informed purchasing decisions. By offering immersive content that allows cyclists to experience products and destinations firsthand, brands can create memorable and impactful brand experiences that resonate with their audience.

Social Commerce: Social media platforms have evolved beyond just a place to connect with friends – they have become powerful platforms for driving sales and generating revenue. With the rise of social commerce, brands in the bicycle industry are tapping into platforms like Instagram and Facebook to showcase their products and facilitate seamless transactions.  This integration into social commerce is a crucial component of their omnichannel strategy. From shoppable posts to influencer collaborations, social commerce is redefining the way cyclists discover and purchase gear. Additionally, social commerce enables brands to tap into the power of user-generated content, leveraging the influence of loyal customers and brand advocates to amplify their reach and influence within the cycling community.

Community Building: Cycling is more than just a sport – it's a lifestyle and a community. Digital marketing allows brands to foster and grow these communities online, creating spaces where cyclists can connect, share experiences, and support one another. Whether it's through dedicated social media groups, virtual events, or user-generated content campaigns, brands are finding innovative ways to engage with cyclists on a deeper level. By building meaningful relationships with their audience, brands can create advocates who not only support their products but also spread the word to others in the cycling community.

Data-Driven Insights: In the digital age, data is a cyclist's best friend. By harnessing the power of analytics, brands can gain valuable insights into consumer behavior, preferences, and trends. From tracking website traffic to monitoring social media engagement, data-driven marketing enables brands to make informed decisions that drive results. By understanding what resonates with their audience, brands can refine their strategies and deliver more impactful campaigns that resonate with cyclists. Additionally, data-driven marketing allows brands to optimize their marketing spend and allocate resources more effectively, ensuring that every dollar spent delivers maximum return on investment. 

Sustainability Initiatives: As stewards of the environment, the bicycle industry is increasingly focused on sustainability and environmental conservation. Digital marketing provides a platform for brands to amplify their sustainability initiatives and connect with eco-conscious consumers. From promoting eco-friendly products to sharing stories of sustainability efforts, brands are leveraging digital channels to showcase their commitment to a greener future. Additionally, sustainability initiatives can serve as a point of differentiation for brands, helping them stand out in a crowded marketplace and attract environmentally conscious consumers who prioritize sustainability in their purchasing decisions.

In conclusion, the bicycle industry is riding the wave of digital innovation, embracing new technologies and strategies to connect with cyclists in meaningful ways. Whether it's through personalized experiences, immersive content, or community building initiatives, brands are leveraging digital marketing to pedal their way to success. So, gear up, embrace the trends, and let's continue to explore the world of cycling together – one pedal stroke at a time!

Design Guide for Launching a Small Brand

Starting a business isn’t just about selling products or services-it’s about building a brand that resonates with your audience. It’s an opportunity for creative expression and will ensure your business has a unique, memorable identity that will stand out in the market. A comprehensive style guide will guarantee consistency in your brand, ultimately leading to a strong brand presence and great content. To help you on your brand journey, we are sharing our 4-part process to create a brand identity that stands the test of time.

Part 1 - Getting to Know Your Brand

When creating a brand identity, the goal is to channel your brand personality and values into a clear visual style. In order to create an authentic and memorable brand, it’s important to start with some questions. What is the product/service you’re providing? What is the story and mission behind the business? Who is your target audience? Narrowing down your story, demographic, and goals will help to pinpoint the visual style that will best suit the brand. 

Part 2 - Conceptualize Your Vision & Create a Moodboard

Once you’ve defined the core values of your brand, it’s time to conceptualize. We recommend starting with a moodboard - it’s a great way to quickly generate ideas and see what aesthetic you gravitate towards. Some things to consider when looking for inspiration include:

  • Color Palette
  • Logo Inspiration
  • Photography (product & lifestyle)
  • Typography (fonts)
  • Imagery (icons, illustrations, graphics, textures)
  • Website + Social Media Examples

When all is said and done, the moodboard should align with the vibe and purpose behind your brand. 

Part 3 - Designing & Refining 

Once a general style has been established and you have your vision in mind, it’s time to bring your brand elements to life. As these are important decisions, it’s easy to get stuck on one idea - we emphasize the importance of experimentation with multiple concepts for logos, color palettes, and style guides. Aim for at least three variations of these to help you discover what feels most authentic to your brand. Once you narrow down a singular concept, continue to refine your elements until they feel complete and authentic. 

Part 4 - Brand Guidelines

As the finalization of your design elements takes shape, it’s crucial to create them into a style guide-your own brand guidelines. Your brand guidelines ensure consistency in how your brand is presented across various platforms. Remember that this should function as a rulebook for how to use your brand. Anyone you pass it off to should be able to understand how your brand should be implemented. At minimum, your brand guidelines should include:

  • Color: consider color codes for both print (CMYK) and web (RGB) materials.
  • Typography: a font pairing of a primary and secondary brand font.
  • Logos: we recommend including a primary brand logo, a secondary logo, and a brand icon. Not every logo will fit in every location across print and web, so it helps to have multiple orientations.
  • Imagery: this could include photography, illustrations, icons, patterns, and/or graphics.
  • Links to all of your brand assets, including font files, logos (png and vector format), and imagery/icons/photography.

Once all of these boxes are checked, your brand is ready to launch! Remember that you don’t have to stop here. As your business develops and evolves, so does your brand journey. There’s always room for more innovation and refinement, so keep pushing the boundaries of what your brand can achieve.

Master Your Email Subscribers' Preferences In 90 Days

Understanding and managing email subscriber preferences is key to an effective email marketing strategy. We wanted to share Good & Gold’s approach which provides a month-by-month plan to help you master subscriber preferences, ultimately leading to more engaging and successful email campaigns.

Month 1: Laying the Groundwork

Segment Your Engaged Audience

Goal: The aim is to focus on subscribers who are most actively engaged with your brand, as they will provide the most reliable data for your initial tests and analyses. Plus, adding first and last name fields to your signup and preferences forms will allow you to send more personalized emails to new subscribers.

Task: Start by analyzing your email list to identify the most engaged subscribers. For larger audiences, segment those who have interacted with your emails in the last 90 days. It's also important to update your email signup form and email preference page to include fields for subscriber’s first and last names. This will allow you to personalize your campaigns to each subscriber.

Create a Versatile Content Plan

Goal: To plan a varied approach that not only drives sales but also enables direct connection with your audience. Each type of content offers a unique opportunity to engage and understand what resonates with your subscribers.

Task: Develop a content calendar that includes a mix of sales promotions, brand stories, and important announcements. Incorporate creative approaches, like the successful Winter Horoscope campaign Good & Gold recently launched for Alfred Coffee.

Month 2: Experimentation and Analysis

A/B Testing - Initial Phase

Goal: The primary objective is to understand which specific elements of your email campaigns are driving engagement. By controlling one variable at a time, you can accurately determine the effect each has on subscriber behavior and preferences. This focused approach to A/B testing will provide you with clear, actionable insights to improve your email marketing strategy.

Task: Begin A/B testing with your email campaigns by varying one element at a time. This could include testing different email send times (AM vs. PM), experimenting with subject lines (using emojis vs. not using them), and altering the placement of your call-to-action (CTA in the header vs. after the body text).

Review and Understand Data

Goal: The objective here is to gain clear insights into what specifically resonates with your subscribers and have that inform your strategy with your next campaign. Did you find that more people opened your campaign in the evening? Consider sending future emails in that time frame. 

Task: Once you've conducted your A/B tests, it's time to dive into the data. Analyze which version of your email campaigns performed better and why.

Month 3: Refinement and Advanced Strategies

Refine Your A/B Testing Approach

Goal: To further enhance the personalization and relevance of your email campaigns. By now, you should start seeing patterns in what your audience prefers, allowing you to tailor your content more effectively.

Task: Based on your findings from Month 2, start refining your A/B testing strategy. Try changing the metrics you're measuring for each variable. For example, if you found that more people opened your email in the evening, you should consider testing to see if they actually placed more orders in the evening as well! 

Also, now that you’ve likely gathered the names of some of your new subscribers, try testing personalization in some of your campaigns.

Implementing Optimized Strategies

Goal: To establish a more targeted and effective email marketing strategy that aligns with your audience’s preferences. The aim is to increase engagement, which could lead to higher open rates, click-through rates, and ultimately, conversions.

Task: Take the most successful elements from your A/B tests and start implementing them in your regular email campaigns. This might involve changing your email send times, updating your subject line strategy, or reformatting your email layout.

Additional Considerations:

  • Feedback Mechanisms: Include surveys or feedback links in your emails to gather direct insights from your subscribers about their preferences.
  • Monitor Industry Trends: Keep an eye on emerging trends in email marketing. What works today may evolve tomorrow.
  • Ongoing Optimization: Remember that subscriber preferences can change. Keep analyzing and adjusting your strategy to stay relevant and engaging.

By following this 90-day plan, you'll be better positioned to understand and cater to your email subscribers' preferences. Not only does this lead to more successful email campaigns, but it also helps in building a stronger, more meaningful relationship with your audience.

Need assistance in mastering the realm of email marketing? We've got you covered. Connect with us today for expert guidance on your next email marketing campaign!

Think Big, Grow Local

In today's fast-paced digital landscape, local businesses face unique challenges and opportunities. This article is a deep dive into the transformative power of digital marketing, offering insights into best practices and tangible benefits of SEO, Paid Media, and Email Marketing. Our goal is to equip you with the knowledge and tools to elevate your business, with examples from our successful partnerships with clients like Stumptown Coffee, Alfred Coffee, Domaine Serene, and more.

SEO: Driving Traffic and Visibility

Search Engine Optimization (SEO) is essential for enhancing online visibility and driving organic traffic. By strategically optimizing various elements of a website, such as content, meta tags, and backlinks, SEO aims to improve a website's ranking on search engine results pages. When done effectively, SEO helps websites appear higher in search engine rankings for relevant keywords, making it easier for potential customers to find and engage with them. A well-implemented SEO strategy can increase website traffic by up to 1000%, with businesses appearing in the top Google search results capturing up to 33% of user engagement.


  • Enhances local discoverability and connects businesses directly with the target audience.
  • Improves website ranking, leading to increased credibility and trust.
  • Drives sustained organic traffic, reducing dependence on paid advertising.

Client Highlights

  • Stumptown Coffee: Improved online visibility, resulting in increased café visits and website traffic.
  • Zupan's Grocery: Enhanced online and in-store visits through SEO-driven promotions.

Paid Media: Maximizing Reach and Impact

Paid Media helps to extend a brand's reach and engages with a wider audience. Unlike organic marketing, it allows businesses to invest in targeted advertising campaigns across various online platforms, including search engines, social media, and display networks. This precision targeting enables brands to reach specific demographics, interests, and behaviors, ensuring their content reaches a wider range of potential customers. On average, businesses see a $2 return for every $1 spent on Google Ads, and a well-crafted ad campaign can increase brand awareness by over 80%.


  • Offers quick visibility and immediate traffic, ideal for promoting new products or events.
  • Enables precise targeting to reach specific demographics and interests.
  • Provides measurable results and insights for continuous optimization.

Client Highlights

  • EWF Modern: Utilized Google Ads to significantly increase store visits and phone calls.
  • Domaine Serene: Increased tasting room visits and website traffic through strategic Google and Meta ads.

Email Marketing: Building Relationships and Loyalty

Email Marketing is a versatile digital strategy that plays a pivotal role in building customer engagement, nurturing relationships, and fostering brand loyalty. Through personalized and targeted email campaigns, businesses can connect with their customers on a more personal level, addressing their specific needs and interests. Over time, email campaigns that contain valuable and consistent content cultivates trust and keeps customers engaged, ultimately creating loyal customers. Email Marketing remains a highly effective channel for engagement, boasting an average ROI of $42 for every $1 spent. Additionally, personalized email campaigns can lead to a 20% increase in sales opportunities.


  • Fosters direct and personal communication with customers.
  • Enhances customer retention and encourages repeat business.
  • Enables targeted promotions and updates, driving both online and offline engagement.

Client Highlights

  • Alfred Coffee: Increased website visits, café traffic, and app downloads through personalized email campaigns.
  • Stumptown Coffee: Utilized email marketing alongside Google Ads and SEO to drive café and website visits.


Embracing digital marketing is no longer an option but a necessity for local businesses aiming for growth and sustainability. Through this article, we’ve shared insights and best practices that showcase the potential of SEO, Paid Media, and Email Marketing in driving significant results. At Good & Gold, we’re committed to helping businesses like yours harness the power of digital marketing to achieve your goals. If you’re looking to elevate your digital presence and drive real business results, we invite you to reach out to us. Let's work together to create a strategy tailored to your unique needs and objectives.