MKT 330.01 Digital Marketing: Exam #2 Study Guide (Chapters 6-9)

Vocabulary practice flashcards covering paid search advertising, display ad networks and targeting, email marketing operations and metrics, and social media strategy from Chapters 6 through 9.

Keyword

The targeting term chosen and set by an advertiser to prompt ad placement.

Query

The actual term or phrase entered into a search engine by a user.

Exact Match

A search targeting match type noted by brackets (e.g., [bike helmets]) that targets searches with the same meaning or intent as the keyword, including close variants.

Phrase Match

A search targeting match type noted by quotation marks (e.g., "bike helmets") that includes searches containing the keyword's meaning along with relevant additional terms.

Broad Match

A search targeting match type with no added punctuation that matches related searches, maximizing discovery but carrying a greater risk of weak intent.

Negative Keyword

A targeting setting used to exclude unwanted search queries (such as job seekers for a company that is not hiring) to prevent wasted ad spend.

Unique Value Proposition (UVP)

An ad element that clearly communicates a distinctive benefit or competitive advantage to the searcher.

Call to Action (CTA)

An ad element that tells the audience precisely what next action to take, such as "Book a repair."

Display URL and Paths

User-facing ad components that provide a clean, readable indication of a website and page topic without needing to display the entire destination URL.

Final URL

The exact destination URL of the webpage that actually opens after a user clicks on an ad.

Extensions

Additional elements displayed alongside search ads that provide extra information or actions, such as phone numbers, location details, sitelinks, or promotional offers.

Shopping Ads

A specialized search ad format that displays specific products, photographs, and prices directly on the search engine results page.

Dynamic Search Ads

Search ads generated automatically using content directly from an advertiser's website rather than a predetermined keyword list.

Ad Rank (Chapter 6 Model)

The auction evaluation metric combining an advertiser's bid and ad quality components, enabling relevant ads with good landing pages to beat higher bids.

Quality Score Components

The three core elements evaluated in search ad quality: expected CTR, ad relevance, and landing-page experience.

Expected CTR

A Quality Score component evaluating whether the ad serves as an appealing, useful response to the user's search.

Ad Relevance

A Quality Score component measuring how closely search intent, chosen keywords, ad copy, and the advertiser's offer align.

Landing-Page Experience

A Quality Score component measuring whether the destination page delivers the promised information in a usable and relevant format.

Click-Through Rate (CTR)

The proportion of impressions that result in an ad click, calculated as: $\text{Clicks} \div \text{Impressions} \times 100\%$

Average CPC

The average cost incurred for each ad click, calculated as: $\text{Ad spend} \div \text{Clicks}$

Conversion Rate

The percentage of visits or clicks that produce a completed goal action, calculated as: $\text{Conversions} \div \text{Specified visits or clicks} \times 100\%$

Cost Per Acquisition (CPA)

The average advertising cost required to generate one conversion, calculated as: $\text{Ad spend} \div \text{Conversions}$

Return on Ad Spend (ROAS - Chapter 6)

The specific profitability metric defined in Chapter 6 as: $\text{Profit before ad spend} \div \text{Ad spend} \times 100\%$

Publisher

A participant in a display network that provides available ad space on its media properties, embeds network code, and earns a portion of ad revenue.

Display Network

An intermediary system that establishes technical standards, coordinates where ads appear, collects payments from advertisers, distributes revenue to publishers, and reports campaign data.

Cost Per Mille (CPM)

A payment and billing model based on charging advertisers for every 1,000 ad impressions served.

Expected CPM from CPC

A formula used by display networks to evaluate CPC bids alongside CPM bids: $\text{CPC} \times \text{Expected CTR as a decimal} \times 1{,}000$

Placement Targeting

A display targeting strategy where the advertiser explicitly selects specific websites or designated ad locations (e.g., particular cycling blogs).

Contextual Keyword Targeting

Display ad targeting based on matching selected keywords to specific words or themes found within the webpage content.

Topic Targeting

Display ad targeting that serves ads across a broad category or subject matter of web pages, such as travel-related pages.

In-Market Audiences

Display targeting directed at users whose recent browsing and research behavior signals active purchase consideration for a product or service.

Affinity Audiences

Display targeting directed toward groups of individuals who exhibit sustained, longer-term lifestyle interests, such as outdoor enthusiasts.

Life Events Targeting

Display targeting directed at people undergoing major transitions or milestones, such as preparing to move or graduating.

Retargeting (Remarketing)

Display advertising that serves ads to people based on their prior interactions with the advertiser's website or assets.

Boolean Operator AND

A targeting operator requiring an audience to satisfy every specified condition, restricting reach exclusively to the overlap.

Boolean Operator OR

A targeting operator allowing an audience to satisfy either specified condition, expanding reach to the union of both groups.

Boolean Operator NOT

A targeting operator that excludes any individual belonging to an identified segment from being served ads.

Anticipointment

The consumer frustration caused by clicking an ad with a specific promise only to arrive at an unrelated or generic destination page.

Fat-Finger Clicks

Unintended, accidental screen taps occurring near navigation or interactive mobile elements that inflate CTR without indicating commercial interest.

Double Opt-In

An email sign-up procedure that requires a subscriber to click a confirmation link sent to their inbox before being enrolled onto a promotional mailing list.

Broadcast Email

A scheduled marketing message sent at planned intervals to an entire email list or broad segment, such as a regular newsletter or seasonal promotion.

Transactional Email

An automated email generated by a specific user transaction, such as an order confirmation, shipping notice, or delay alert.

Triggered Email

An automated email sent in response to an identified user action or behavioral trigger, such as an abandoned cart reminder or review request.

Onboarding Email

An email or series sent to newly registered subscribers to introduce them to brand features, welcome offers, mobile app downloads, or usage tips.

Open Rate

The proportion of delivered emails opened by recipients, calculated as: $\text{Emails opened} \div \text{Emails delivered} \times 100\%$

Email CTR

The percentage of delivered emails that generate a click, calculated using the chapter convention as: $\text{Emails clicked} \div \text{Emails delivered} \times 100\%$

Click-to-Open Rate

A metric evaluating email content engagement by dividing clicked emails by opened emails ($\text{Emails clicked} \div \text{Emails opened} \times 100\%$); distinct from Email CTR.

Email Conversion Rate

The proportion of email-driven site visits resulting in a purchase or conversion: $\text{Transactions} \div \text{Sessions generated via email} \times 100\%$

Average Order Value (AOV)

The average dollar amount spent per transaction, calculated as: $\text{Email-attributed sales revenue} \div \text{Orders}$

Hard Bounce

A permanent email transmission failure caused by an invalid, nonexistent, or blocked email address.

Soft Bounce

A temporary email transmission failure occurring when a valid email address cannot receive messages, such as due to an overloaded inbox.

List Churn

The net loss of email subscribers over time resulting from unsubscribes, hard bounces, and prolonged inactivity.

Lead Nurturing

The process of using automated, sequential content aligned with buyer readiness to educate and advance a B2B prospect toward sales consideration.

Five-Step Social Planning Sequence

The structured framework for social media strategy consisting of: 1) Determine the objective, 2) Choose platforms, 3) Plan content, 4) Distribute and promote, and 5) Measure success.

Strategic Pairing

The practice of adapting and repurposing creative assets across multiple social platforms while customizing format, copy, captions, and CTAs for each specific audience.

Original Content

Social media content produced directly by the brand or company itself, such as in-house product demonstration videos.

User-Generated Content (UGC)

Unpaid media assets or posts created directly by customers or social users, such as photos or videos depicting their personal use of a product.

Co-Created Content

Content produced through a joint collaborative effort between two or more complementary brands, creators, or influencers.

Curated Content

Third-party content selected from external sources and shared with added brand context or commentary for followers.

Utilitarian Value

A social media content value category that offers practical assistance, actionable tips, product guidance, or functional discounts.

Entertainment Value

A social media content value category focused on providing enjoyment, amusement, humor, or aesthetic satisfaction.

Community Value

A social media content value category that fosters a sense of belonging, common purpose, or shared identity among brand followers.

Owned Media

Communication channels completely controlled by the brand, including its official social profiles, mobile applications, and company websites.

Paid Media

Marketing distribution or visibility purchased directly by a business, such as promoted social posts, display banners, and paid influencer agreements.

Earned Media

Unpaid publicity and organic attention generated by third parties, including voluntary user reposts, press mentions, reviews, and word-of-mouth.

Social Media Style Guide

An organizational document defining ongoing brand voice, visual aesthetics, acceptable boundaries, legal restrictions, and customer response protocols.

Creative Brief

A campaign-specific project outline that establishes the core objective, targeted audience, primary message, required CTA, format, and scheduling constraints.

STEPPS Framework

A six-factor virality and word-of-mouth model comprising Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.

Social Currency (STEPPS)

The tendency of consumers to share content and ideas that make them appear knowledgeable, stylish, exclusive, or interesting to peers.

Triggers (STEPPS)

Environmental or daily cues and reminders that prompt individuals to think of and talk about a brand or concept.

Emotion (STEPPS)

A powerful internal feeling or affective state that motivates an individual to share information with others.

Public (STEPPS)

The visibility factor showing that observable behaviors or products are significantly easier for others to notice, adopt, and imitate.

Practical Value (STEPPS)

The sharing factor where useful, problem-solving, or money-saving information is passed on to help someone else.

Stories (STEPPS)

Narrative packaging that naturally carries brand messages or core lessons inside compelling story structures.

Social Media Monitoring

The real-time operational tracking of brand mentions and incoming queries to deliver direct, timely customer service and replies.

Social Media Listening

The strategic, macro-level analysis of overarching conversation themes, volume shifts, and sentiment patterns to guide broader organizational strategy.