Digital Marketing Terms Decoded - October Edition

By: Joyce Ho

Welcome back to Digital Marketing Terms Decoded! We are here on our October series, helping you build a stronger digital marketing presence. Before diving into this edition, make sure to check out our previously explained terms here. Happy Marketing!

October's Digital Marketing Terms Decoded is here with new additions to your marketing glossary. From search ads to display ads, rich snippets, and retargeting, we're breaking it all down.

Search Ads

If you remember from the August series, we talked about how businesses and marketers create ads based around keywords that people are likely to input in their Google searches. Search ads appear next to your Google search results and they work on a pay-per-click manner. Search ads are really useful for increasing your brand awareness in the online space and directly connecting to customers with an intent for the services or products you provide. As a result, these ads are text based and work on very specific target audiences. Little Tip: If you run an ecommerce store, displaying your search ads with product images and prices is a very effective way to prompt viewers to click on your ad.

Display Ads

Display ads are advertisements that show up on third party websites or whenever their target audiences surf the internet. These ads are less competitive and have a much broader reach since they can show up even when the audiences are not actively searching for your product or service. With millions of websites, blogs, social media platforms, Google display ads reach 90% of internet users world wide. Compared to search ads, display ads are more versatile since they can be displayed through different formats including texts, banners and videos. They can also be seen when you are scrolling through your social media feed, playing on your app game or even checking your email. However, advertisers can target their ads towards their preferred audiences, keywords, and topics to increase their click rate.

Related Article: Search & Display Advertising: What’s the Difference?

Rich Snippets

A snippet is a result google shows after a search has been done. A normal snippet will contain the basic title, URL and description about the site. However, a rich snippet shows extra information between the URL and the description such as a picture and star ratings. Rich snippets add a visual touch and tend to have a higher click through rate compared to normal snippets. Your site can be displayed as a rich snippet if structured data is added. Structured data is a piece of coding that is formatted to communicate with search engines. This allows search engines to know about the important information in your site and in turn create rich search results.

Related Articles:
SEO basics - What are rich snippets?
SEO basics - What is structured data?


Have you ever seen an ad that just seems to speak to you at the perfect timing? Do you always have that one ad that keeps following you around on different sites and social media platforms? That is retargeting happening right there! Retargeting is a way to follow visitors online after they have left your website without making an action. Each site visitor will have a cookie dropped on their device after visiting your site. This special cookie tracks their ongoing web activity and places your ads on other sites the visitor is browsing, prompting them to click and return back to your site. Retargeting is a really useful form of advertising because past site visitors who have had some familiarity with your brand are much more likely to become a customer.

Related Article: What is Retargeting and How Does it Work?


Remarketing is often mistaken as the same thing as retargeting. The idea of both remarketing and retargeting is to connect back with visitors who have visited your site and left without making an action. Remarketing uses another strategy which is based on email. Remarketing works by sending emails to remind customers of their abandoned items in shopping carts. Emails are often sent with discount codes to attract customers back to their purchase. It is important to make good use of timing and send follow up emails when customers still have the intention of buying. Remarketing emails are suggested to be sent within a 1 hour window after your first interaction with a potential customer.

Related Article:
Remarketing vs. Retargeting: What’s the difference?
Are Retargeting and Remarketing the Same Thing?
Remarketing vs. retargeting- What Do They Mean & How Do I Use Them?

After learning about these 5 terms, you should be able to figure out some connections between them. In order to build a successful online marketing campaign, we often need to use more than one strategy. Each of the tools mentioned above have their own functionality and work cohesively with one another. Contact UpOnline for more information on online marketing tactics and make sure to follow our blog so you don’t miss out on the upcoming tips, tricks, and trends of digital marketing.Keep an eye out for our next edition!