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