New, Must-Know Digital Marketing Vocabulary for 2018


In 2017, we saw gradual, consistent improvements to AdWords and other PPC management platforms. We also noticed a number of developments in search engines, such as Google's new trust indicators, and in other web marketing areas. If you think you're getting behind on all this learning, reading this article is an easy way to catch up. Here's some of the new vocabulary you'll be hearing during your 2018 marketing meetings.


The General Data Protection Regulation, GDPR, is an EU law that will go into effect in late May 2018. It's purpose is to better protect the personal data of European citizens. If you advertise to citizens of the EU, and especially if you track their activity online, you will be required to follow the GDPR's guidelines, according to the EU GDPR website. Although the advertising platforms you use will probably help you through the process of adapting, the responsibility falls on you. Your organization will pay a penalty of up to 4% of global turnover if the rules are broken. Make sure due diligence is carried out with regard to this new legislation.


No, not the archaic term meaning "to allow credit to a borrower." Trust, in the modern web marketing industry, refers to the credibility and accuracy of information sources. "A constantly changing web means we won't ever achieve perfection," says Google, "but we're investing in helping people understand what they're reading by providing visual signposts and labels." With the help of the Trust Project, Google aims to help readers discern between "high quality journalism," promotional content and misinformation. Therefore, you may have to jump through some hoops to be categorized the way you'd like to be. Here's a look at the publisher information Google currently provides, and here are the eight indicators Google and Trust Project are working on.

Automation / Machine Learning

As we referenced in the first paragraph, above, Google has recently integrated some automation tools into AdWords. These tools allow for better control of bids and even custom rules that generate notifications when the events you set in your parameters occur. This is just the beginning, many believe. The PPC manager's job will become less and less focused on tactics (bids, adjustments, etc.) and more focused on overall strategy. Google's new "Smart Bidding" feature shows the direction the industry is headed. Smart Bidding uses machine learning to analyze a set of factors and meet the performance goals you decide on. Instead of spending most of your time setting bids, you'll soon be able to spend time analyzing your segments to better serve them.

Micro Moment

Although this terminology isn't brand new, it's gaining attention and will continue to do so. Micro moment marketing attempts to overcome the "content shock" experienced in today's overloaded landscape. It attempts to maximize the value of your content and get it to the viewer at the right time, the time he is most likely to read and take a desired action. For an in-depth explanation, see this article

The isoTree team has decades of experience in targeted PPC lead generation. Our OptimalAd technology maximizes results while keeping costs down. When you're in need of a little extra push, we're here for you. Get in touch.

David Kalla