Marketing Practice Test: Web Design, SEO, Paid Search, Social Media, and Online Advertising

Vocabulary flashcards covering core digital marketing concepts from the practice test, including website usability, SEO, paid search strategies, social media, and online advertising methods.

Usability Test

An evaluation whose primary purpose is to ensure that a website works properly to assure a good customer experience.

Concept Testing

Usability testing conducted at the earliest stage of development that reflects none of the actual site programming.

Alt Tags

HTML tags that are useful in providing detailed information about images on a website.

Choosers and Users Relevance

A website content consideration that is primarily relevant for B2B websites.

Navigational Structure Development

The process of creating a site layout by constructing a hierarchical diagram of site structure using a wireframe tool.

Deploying and Tuning

A stage of website development that is essentially a technical task.

Bottom-up Approach

The design approach recommended for website creators who want to prioritize mobile-friendly design.

Cybersquatting

The process of registering, selling, or using a domain name with the intent of profiting from the goodwill of others, typically another company's trademark.

Keyword Density

The proportion of keywords on a web page, for which a recommended goal is 1 to 3 percent.

Proprietary Algorithms

The internal formulas used by search engines to determine page rankings on their search results pages.

Organic Search

Unpaid search engine listings that rely heavily on keywords and meta tags to serve relevant results to a user query.

Keyword Bidding

A paid search auction process whose primary objective is to obtain the best ranking for the lowest cost.

Page Rank

An algorithm used by search engines to determine how important a page is on the web.

Defining the Target Market

The recommended initial step to complete when beginning a search engine optimization (SEO) campaign.

Keyword Research

The first step in executing the paid search process.

AdWords

Google's advertising program that sells keywords via bidding, where advertisers only pay when a user clicks on an ad.

Click to Call Ad

An advertising feature enabling immediate phone contact, particularly sensible for businesses such as restaurants.

Consumer Intent

The key benefit of search marketing that allows advertisers to connect with consumers right when they are interested in making a purchase.

Owned Media

Digital marketing channels that a business owns and controls directly, such as its official website and social media profiles.

Frequency

The total number of times an individual is exposed to a promotional message.

Customer Engagement

A critical step in developing a social media strategy focused on engaging actual and potential customers.

Behavioral Targeting

An online advertising technique that serves targeted ads to users based on tracking their internet activities.

Push Down Ad

A rich media ad format that appears to push down the content of a webpage as it expands.

Ad Serving

The placement of online advertisements onto websites handled by specialized marketing services agencies.

Cookies

Data files placed on a user's browser, frequently utilized to target unidentified users through behavioral tracking.

CPM (Cost Per Mille)

A payment model where publishers earn revenue for every thousand times an advertisement is displayed to users.

Search Engine Marketing (SEM)

A customer acquisition channel where users find and navigate to a relevant website after typing a query into a search engine like Google.

Programmatic Advertising

The automated technology used for buying and selling digital advertising space.