Digital Marketing.jpeg

 

說明

 

   當初上Google數位學程時,其中一個檔案是數位行銷專業術語,不過可惜只有英文版的。因此決定把它翻譯成中文供各位參考。文章的尾端也有WORD檔連結可以下載唷!

 

 

 

原檔連結:

https://digitalgarage.withgoogle.com/static/pdf/Digitalmarketingjargonbuster.pdf

 

 

   另外,如果想了解更多Google 數位學程的內容,或是對題目有疑問,也可以參考這篇文章:

 

 

 

Google 數位學程 - 基礎數位行銷認證結業考題解答 2019年版

https://ac061978.pixnet.net/blog/post/67814709

 

 

 

 

 

 

數位行銷專業術語標準定義 (Digital Marketing Jargon Buster)

 

 

 

分析 (Analystics) 網站分析工具 (Web Analytics Tools)

 

蒐集消費者在網站或手機應用程式上的活動,並利用這項數據分析消費者的行為,目的是尋找改善網站的方法與提升行銷活動。

The analysis of data generated by people’s activity on websites or mobile apps, for the purpose of discovering ways to improve websites and marketing campaigns.

 

例句:我正在使用網絡分析工具提出重新設計網站的想法。

E.g. “I’m using web analytics tools to come up with ideas to redesign my website.”

 

web-analytics-tools.jpg

 

應用程式 (APP - Application)

為智慧型手機、平板或其他電子裝置設計的程式。

A program designed to run on smartphones, tablets and other mobile

devices.

 

例句:我的房子需要上漆,所以我用了本地的APP找附近有聲望的服務商家。

 

E.g. “My house needs painting, so I used a local app to find a reputable service near me.”

 

apps.jpg


 

橫幅式廣告 (Banner Ad)

 

又稱旗幟廣告,一種出現在網頁或手機應用程式上的廣告,通常以影像的方式呈現。

A form of advert found on web pages and mobile applications, usually in image format.

 

例句:我正在使用橫幅廣告帶領新客戶到我的網站。

 

E.g. “I’m using banner ads to bring new customers to my website.”

 

banner ads sample.jpg


 

部落格 (Blog)

 

一種由個人管理並會定期更新的網站,通常為對話風格,一般會專注在特定主題上。

A regularly updated website written by an individual, typically in a conversational style, and focused on a specific subject.

 

pixnet.png

 

瀏覽器 (Brower)

 

一個在電腦、平板和智慧型手機上,用於檢索並展示網路資源的應用程式。常見的瀏覽器包括Chrome, Firefox, IE, 和Safari。

A computer program used to navigate the Internet on computers, tablets and smartphones. Examples include Chrome, Firefox, Internet Explorer and Safari.

 

例句:我不確定為何我的網站在不同瀏覽器上,格式看起來會不一樣。

 

E.g. “I’m not sure why my website looks different depending on the browser a person is using.”

 

browsers.png


 

點閱率 (CTR - Click-through Rate)

 

又稱點擊率,為使用者點擊廣告的次數除以廣告曝光次數的百分比。

點擊次數÷ 曝光次數= 點閱率

The number of times people click on an item of interest, like an advert, in comparison to the number of times users are exposed to that item.

 

例句:我外部上漆廣告的點閱率是2%,但室內裝潢廣告的點閱率卻少於1%。

 

E.g.: “My click-through rate on ads about external painting is 2%, but my CTR on ads about indoor murals is less than 1%.”

 

calculating-click-through-rate.gif

 

內容 (Content)

 

透過文字、影片、音檔、圖片等形式提供給消費者的數位素材。

The digital material available to users, via text, video, audio, images, etc.

 

例句:我正在新增更多圖片和影片至我的網站上,讓它更能吸引消費者。

 

E.g. “I’m adding more image and video content to my site, so it’ll be more engaging.”


 

Digital-content.png

 

轉換 (Conversion) 或 目標 (Goal)

 

期望客戶所做的行為,例如購買商品、填寫表格、打電話和觀看影片。

The action you want visitors to perform. Examples include ecommerce

purchases, form submissions, phone calls, and video views.

 

例句:我的主要目標是讓訪客在我的網站上預約諮詢服務,但訂閱我的電子報也算是一個轉換。

 

E.g. “My main goal is for people to book a consultation on my website, but signing up for my email newsletter would also be a conversion.”

 

conversion-tunnel.png

行銷漏斗

 

轉換率優化 (CRO - Conversion Rate Optimization)

 

提高訪客目標達成率的流程。

The process of increasing the percentage of visitors who complete

your goals.

 

例句:先將仿飾漆產品新增至我的網站後,我就會著手進行轉換率優化。

 

E.g. “Once I add a new line of faux finishes to my website, I’m going to start focusing on conversion optimization.”

 

Expertise-CRO.png


 

轉換率 (CR - Conversion Rate)

 

單次廣告點擊的平均轉換數,以百分比表示。通常用來評估績效。

The ratio of conversions to visits, often used to measure digital performance.

 

例句:我不確定原因是什麼,但男性訪客點擊室外油漆廣告的轉換率很低。

 

E.g. “I’m not sure why, but my conversion rate on external painting is very low for male visitors.”

 

conversion rate.jpeg


 

每次點擊成本 (CPC - Cost per Click)

 

每次消費者點擊你的廣告,你所需要支付給平台的費用。

The amount of money required to produce a single click on a digital

advertisement.

 

例句:假日的每次點擊成本似乎比較高,所以我只在平日經營我的廣告活動。

 

E.g. “Cost per click prices seem to be higher during weekends, so I’m only running my campaigns during the week.”

 

cpc.png


 

網路爬蟲 (Crawler) 網路蜘蛛 (Spider)

 

一個自動瀏覽網路資訊的程式,以系統化的方式瀏覽網路上的內容並蒐集資訊,協助使用者尋找所需資料。

A program designed to systematically browse content on the Internet and collect information about it to help searchers find what they’re looking for.

 

例句:我害怕蜘蛛,但不是協助我的網站出現在搜尋引擎上的蜘蛛。

 

E.g. “I’m scared of spiders, but not the ones that help my website appear in search engines.”

 

web_crawler.jpg


 

電腦 (Desktop)

 

一個非攜帶式的裝置,例如個人電腦 (PC),而筆電又稱作 ”laptop”。

A nonmobile device like a personal computer or laptop computer.

 

例句:在家我更喜歡使用桌上型電腦,但旅行的時候我會用平板。

 

E.g. “I prefer to use a desktop computer at home, but when I travel I use my tablet.”

 

iOS9-Request-Desktop-Site1.png


 

電子商務 (E-commerce)

 

網路上的銷售產品或服務。

The sale of products and services online.

 

ecommerce-app.png


 

電子郵件行銷 (Email Marketing)

 

藉由電子郵件分享資訊以及推銷產品和服務。

The process of using email messages to share information and promote

products and services.

 

email_marketing.jpeg

 

首頁 (Home Page)

 

網站的介紹或是主要頁面。

The introductory or “main” page of a website.

 

例句:訪客可以在我的首頁上看見最美的房屋裝修樣品。

 

E.g. “On my home page, visitors can see examples of my most beautifully painted houses.”

 

Google_Homepage.png


 

超文本標記語言 (HTML - Hypertext Markup Language)

 

網站研發人員用來製作網站的程式語言。

A language used by web developers to create websites.

 

例句:我的網站是用HTML編寫的。

 

E.g. “My website was written using HTML.”


HTML.png
 

曝光次數 (Impressions)

 

廣告顯示的次數。

The number of times an advert is displayed.

 

例句:我的廚房粉刷行銷活動已曝光數千次,但不確定是否有人預訂。

 

E.g. “My new marketing campaign for kitchen painting has received thousands of impressions, but I’m not sure if I’ve booked any sales yet.”

 

digital-marketing-655x261.jpg

 

索引 (Index)

 

一個可檢索式型錄,由網頁及內容組成,用於提供搜尋引擎相關結果。

A searchable catalogue of web pages and digital content used by a search engine to provide relevant results.

 

例句:我的網站尚未顯示在搜尋引擎的索引前,客戶無法使用「大廳裝修」搜尋到我的網站。

 

E.g. “Before my site appeared in the search engine’s index, people couldn’t find my website when they searched for foyer murals.”


 

indexed pages.jpg

 

關鍵字 (Keyword)

 

在搜尋引擎輸入的一個單字或是句子,商家可利用關鍵字鎖定播放廣告活動的對象。

A word or a phrase typed into a search engine, which businesses can target as part of their advertising campaigns.

 

liberty_seo.jpg

 

到達頁面登陸頁面 (Landing Page)

 

使用者進入網站看到的第一個頁面,並非一定是網站的「首頁」。

The first page on a website that a person usually sees—not necessarily the home page of that website.

 

例句:我在網站的登陸頁面置入一張優惠券,吸引訪客購買商品。

 

E.g. “I’m adding a coupon to my landing page so that my website visitors will be encouraged to buy.”

 

landing_page.jpg

 

連結 (Link)

 

透過一段文字或是圖片連結至其他網頁或是網站。

A text or image that provides a link from one web page or website to another.

 

例句:若我的網站連結出現在知名的房屋裝修部落格,那我就能增加更多訪客。

 

E.g. “When a major home decor blog linked to my website, I got a lot more visitors.”

 

link-building.png

 

行動裝置 (Mobile Device)

 

可攜帶的裝置,像是智慧型手機會是平板電腦,並能夠連結網路及執行應用程式。

A portable device, such as a smartphone or tablet, capable of connecting to the Internet and running applications.

 

例句:我的外婆在她生日的時候獲得一個平板電腦,所以現在跟孫子一起使用行動裝置了。

 

E.g. “Grandma got a tablet and a smartphone for her birthday, so now she’s using mobile devices just like her grandkids.”

 

Mobile-devices.jpg

 

自然列表 (Natural Listings)有機列表 (Organic Listings)

 

搜尋引擎上不需付廣告費用的搜尋結果。

Results from a search engine that are not paid adverts.

 

例句:我的網站在搜尋引擎上的自然列表排名越高,網站的流量就越大。

 

E.g. “The higher my website ranks in a search engine’s natural listings, the more website traffic I’ll get.”


 

付費列表 (Paid Listings)

 

搜尋引擎結果顯示頁上的付費廣告。

Advertisements that appear on search engines results pages.


 

例句:我正在考慮為我的網站購買付費列表,才能吸引更多客戶瀏覽我的網站。

 

E.g. “I’m thinking about paying to have my website appear in the paid listings, so that I can bring more customers to my website.”

 

SERPs-results-diagram.jpg

綠色為自然排列廣告;紅色為付費排列廣告
 

每次點擊付費 (PPC - Pay Per Click)

 

只有當消費者「點擊」廣告內容時,廣告業主才需支付費用給平台的逛告系統。

An advertising system in which advertisers pay for users to click on their

advertisements.

 

例句:我正在考慮購買「每次點擊付費」的廣告,用來促銷新的仿飾漆商品。

 

E.g. “I’m going to use pay-per-click adverts to promote my new faux finishes.”

 

PPC-Laptop.png

 

查詢 (Query) 或是 搜尋詞 (Search Term)

 

使用者在搜尋引擎上輸入的關鍵字或是句子,以便找到所需資料。

The keyword or phrase a user types into a search engine in order to

find what they’re looking for.

 

例句:一般人使用「理髮師」這個搜尋詞的時候,表示他們可能在找自學理髮的技巧或是找適合他們的服務。

 

E.g. “When people use the search term ‘hairdresser’ they might be looking for tips on how to do it themselves or a service to do it for them.”

 

keyword-seo.jpg


 

排名 (Ranking)

搜尋引擎顯示頁上排列的位置。

A listing’s position on a search engine results page.

 

例句:我下了很大的功夫,希望我的網站在搜尋引擎上排名第一。

 

E.g. “With a lot of work, I’m hoping to get my website to the #1 ranking on search engines.”

 

Search-Engine-Factors.jpg


 

搜尋引擎 (Search Engine)

 

能將相關內容依照使用者輸入的關鍵字建立成索引的工具。知名的網路搜尋引擎包括Google, Bing, Yahoo, DuckDuckGo, Baidu, Yandex 等。

A tool that indexes and returns relevant digital content in response to users’ keywords. Popular Internet search engines include Google, Bing, Yahoo, DuckDuckGo, Baidu, Yandex and more.

 

例句:我利用搜尋引擎查詢有關室內裝修的趨勢。

 

E.g. “I use search engines to look for trends in home decor.”

 

maxresdefault.jpg


 

搜尋引擎優化 (SEO - Search Engine Optimization)

 

一種透過自然排序(無付費)的方式增加網站在搜尋引擎上的能見度。方法為改善網頁內容,以及推廣內容。

The practice of making changes to web pages, content, and the  promotion of that content to improve visibility in the organic —or unpaid—search engine results .

 

例句:投入搜尋引擎優化讓我的網站在搜尋引擎結果頁上獲得較高的排名。

 

E.g. “Investing in SEO helped my website get a higher ranking in search engine results.”


 

search-engine-optimization.jpg

 

搜尋引擎行銷 (SEM - Search Engine Marketing)

 

利用「競價」的方式使你的廣告出現在搜尋引擎結果頁上。這讓網路商家能在消費者搜尋相關產品時,顯示自家的廣告。

A form of advertising that allows you to bid for your advertisement to show along with search results for keywords that people are typing in. This lets businesses be seen by people at the very moment they’re searching for the things a business offers.

例句:搜尋引擎優化是一個漫長的流程,但搜尋引擎行銷讓我在短時間內獲得更多的網站流量。

 

Example: “SEO is a long process, but using SEM helped me get a lot more website traffic really quickly.”

 

Search-Engine-marketing.png


 

搜尋引擎結果頁 (SERP - Search Engine Results Page)

 

依據使用者的查詢,搜尋引擎顯示結果的列表頁面。

A list of results appearing in a search engine in response to a user’s search query.

 

例句:當我輸入「大量採購高光澤油漆」,我發現搜尋引擎結果頁會顯示自然列表及付費列表。

 

E.g. “After I searched for ‘buy high-gloss paint in bulk’ I noticed that the SERP had both natural listings and paid listings.”

 

firstpage.png


 

工作階段 (Session) 訪問次數 (Visit)

 

特定時間內,使用者在你的網站上做出的一系列指令。例如單一工作階段,可以包含使用者點閱您網站上的多個網頁以及進行網路交易。

A group of interactions that take place on your website within a given time frame. For example a single session can contain multiple page views and ecommerce transactions.

 

例句:我的網站上個月的訪問次數超過2000次,但其實我比較在乎在些拜訪有沒有變成實際銷售。

 

E.g.“My website got 2,000 visits last month, but what I really care about is whether those visits resulted in sales.”

 

google-analytics-sessions-users-1397735579.png

 

社群媒體 (Social Media)

 

個別用戶在網路上分享的文字、圖片或是影片。

Content such as text, images, or videos, created by individuals and shared across the Internet.

 

例句:社群媒體千變萬化,我僱用我的姪子協助我計畫一個社群媒體策略。

 

social_media_strategy111.jpg

 

社群網路 (Social Network)

 

由個別用戶組成的社群,一同創造及分享數位內容。

A community of individuals creating and sharing content.

 

例句:社群網路是一個讓我展示漂亮的門廳裝修的好地方,或許可以帶來更多新客戶。

 

E.g. “Social networks could be a good place for me to showcase my beautiful foyer murals and maybe get new customers.”

 

43871122-social-network-concept.jpg

 

流量獲取 (Traffic Acquisition)

 

簡稱為流量 (Traffic),透過網站、應用程式或是其他數位途徑吸引訪客的流程。

The process of attracting visitors often referred to as traffic to websites, mobile apps and other digital assets.

流量獲取成本 (TAC - Traffic Acquisition Costs) 是維護護網站流量所需的成本。

 

例句:我的流量獲取策略是專注於近期購買中古屋的客群。

 

E.g. “My acquisition strategy focuses on targeting people who have recently bought old houses.”

 

traffic-engagement-and-acquisition.jpg


 

獨立訪客 (Unique Visitor)

 

特定時間點中,造訪網站的單一訪客。

A single visitor to a website during a specific period of time.

 

例句:不論Bob叔叔瀏覽我的網頁多少次,他仍然只能算一位獨立訪客。

 

E.g. “No matter how many times Uncle Bob visits my website, he’s still just one unique visitor.”

 

uniquevisitors.jpg


 

網址 統一資源定位器 (URL - Uniform Resource Locator)

 

網頁或內容存放在網路上的地址。

The unique address of a page or piece of digital content on the Internet.

 

例句:Sue阿姨,妳可在瀏覽器上輸入網址來造訪我的網站。

 

E.g. “Aunt Sue, you can access my website by typing the URL into your browser.”

 

 

url_diagram.png

 

 

下載連結

 

數位行銷專業術語文字檔放在Google Drive,歡迎下載:

 

https://docs.google.com/document/d/1w_qJIenk8gkMdukH1VQThg7kCdSFn9-vEZkZsHeAQLY/edit?usp=sharing

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