Word List

This list includes industry terms and other words that are often misspelled or have several common variations, such as ecommerce, e-commerce, and eCommerce. Use this list to find our preferred spelling and ensure consistency.

call to action or CTA

Plural is calls to action or CTAs, never call to actions.

clickbait

click-through (n, adj), click through (v)

cost per action or CPA

cost per click or CPC

conversion rate or CVR

Drop-down (n), drop down (v)

e.g.

This means for example, so use this introduce examples. Remember to always use a comma after the term.

ebook

ecommerce

email

Google Ads

Unless you’re referencing a particular historic feature or the brand change, always use Google Ads instead of AdWords.

i.e.

This means in other words, so use this to introduce a rephrase or clarification.

key performance indicator or KPI

lead

login (n), log in (v)

long-tail keywords

pop-up

pay-per-click or PPC

Wherever possible, use the broader term “online advertising.”

prospect

Quality Score

Remarketing lists for search ads or RLSA

search engine marketing or SEM

SEM is also a common acronym for search engine marketer, typically used as the plural SEMs.

search engine optimization or SEO

SEO is also an acronym for search engine optimizer, usually used as the plural SEOs.

SERP

setup (n), set up (v)

small and medium-sized business or SMB

Plural is SMBs.

startup

toolkit

toward

Always use toward, not towards.

URL

Plural is URLs.

WordStream-specific terms

20-Minute Work Week

CRO Toolkit

Facebook Performance Grader

Free Keyword Tool

Google Ads Performance Grader

New Business Center

Smart Ads

WordStream Advisor

WordStream Advisor for Agencies

WordStream Advisor for Ecommerce