digtial marketing

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Marketing

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453 Terms

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404 page

A URL that tells the visitor that the webpage does not exist

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A/B testing

A method of testing where two versions of content with a single differing variable are compared to determine which yields better results

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3

Abandoned cart

When a potential customer adds an item to their cart, but doesn't complete the purchase

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4

Abandoned cart email

A follow-up email sent to customers who added an item to their cart but didn't complete the purchase

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5

Accessibility

Considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities

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6

Acquisition email

An email sent to acquire new customers

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7

Ad auction

A process that determines the best ad to show to a person at a given point in time

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8

Ad extension

A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address

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9

Ad formats

Elements such as text, videos, images, digital content ads, and more that make up a Google Ad

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10

Ad group

A group of ads that is organized by a group of keywords

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11

Ad spend

How much a company spends directly on advertisements

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12

Agency

An outside partner that fulfills a company's digital marketing and advertising needs

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13

Alt text

A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

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14

Anchor text

The visible text in a hyperlink

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15

Applause rate

The number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to the total number of followers

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16

Area chart

Represents data in the same way as a line chart, but with the space under the line filled in to form a visual area

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17

Artificial intelligence (AI)

A field developing intelligent machines and software that simulate human thought or work

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18

Attribution

Assigns credit for conversions from ads, last clicks, or other touch points along a user's path to conversion completion

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19

Attribution project

Organization for macro and micro conversions in Google Analytics

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20

Automated bidding strategy

A Google Ads feature that automatically sets a bid for an ad based on an ad's likelihood to result in a click or conversion that helps achieve a specific goal

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21

Autonomous marketing

Uses real-time analytics to automate marketing activities

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22

Average daily budget

The average amount set for each ad campaign on a per-day basis

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23

Average order value (AOV)

The sum of individual order amounts divided by the number of orders

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24

Average session duration

Reported in seconds, a calculation that divides the total duration of all sessions by the number of sessions

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25

Awareness stage

The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service

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26

Backlink

A link that points to a website from another site

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27

Behavioral data

Refers to information about the actions a customer takes—or doesn't take—when it comes to shopping on a website

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28

Best sellers report

A report in Google Merchant Center that provides information about the most popular brands and products used in Shopping ads and free listings

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29

Bid

The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business

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30

Bid modification

Bidding a percentage more or less than a starting bid

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31

Bidding strategy

Tells an advertiser how much to pay for each user action related to an ad

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32

Big data

A field in analytics that systematically mines and extracts information from very large datasets for insights

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33

BigQuery

Google's cloud-based data warehouse solution

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34

Blog

A discussion or informational website published on the internet consisting of discrete, often informal diary-style text entries

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35

Blogging

Refers to self-published writing that lives online

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36

BOPIS

An acronym for "buy online, pick up in store"

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37

Bounce rate

The percentage of website visitors who view one page and then leave the site

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38

Brand

How a business or organization is perceived by the public

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39

Branding

To promote a product or service by identifying it with a particular brand

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40

Brand advocacy

Measures the number of customers who promote a brand through word-of-mouth marketing or other methods

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41

Brand awareness

How familiar people are with a particular business or product

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42

Brand awareness metrics

Metrics that measure the attention a brand received across all social media platforms during a reporting period

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43

Brand equity

The value consumers attribute to one brand's offerings when compared with similar products from another brand

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44

Brand evangelists

Customers who are so passionate about a product or service that they enthusiastically promote it to others

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45

Brand identity

The combination of elements that inform how people perceive a brand

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46

Brand position statement

Outlines exactly what a company does and for whom, and what makes it different from competitors

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47

Brand safety

Keeping a brand's reputation safe when they advertise online

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48

Brand voice

The distinct personality a brand takes on in its communications

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49

Brand voice guidelines

Describes the way a brand should be presented in writing

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50

Branded content

Any post that features a third-party product, brand, or sponsor

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51

Breadcrumbs

A row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the homepage

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52

Brick-and-mortar

A traditional retail store with a specific location where customers can come to shop

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53

Broad match

A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword

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54

Broken link

A link that leads to a webpage that no longer exists

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55

Bucket testing

(refer to A/B testing)

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56

Budget spend

How much is allocated to or spent on a campaign

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57

Business goal

A desired aim, achievement, or outcome for a business

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58

Business-to-business (B2B)

Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)

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59

Business-to-consumer (B2C)

Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)

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60

Call to action

An instruction that tells the customer what to do next

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61

Campaign

A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online

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62

Cart abandonment

When a customer adds an item to their cart, but doesn't complete the purchase

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63

Cart abandonment rate

The percentage of customers who add a product to their shopping cart and leave the site without completing their purchase

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64

Cell

A position in a spreadsheet with a column and row designation; for example, cell A2 is the unique position in column A and row 2

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65

Change management

Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly

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66

Chatbot

A programmed system that responds to common customer questions

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67

Chronological feed

A social media stream that displays the latest published content first

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68

Click

An interaction with an ad and online user

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69

Click-and-mortar

A type of retail store that sells online as well as in a brick-and-mortar store

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70

Click-to-open rate

The percentage of email recipients who clicked on one or more links in an email

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71

Closed captions

Subtitles that are overlaid on video and can be turned on and off by users

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72

Color contrast ratios

Measures the luminescence (or brightness) of a lighter color against the luminescence of a darker color

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73

Comma-separated values (CSV)

A file format in which a comma is placed between each data value in the file

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74

Competition

The other sellers that exist already in the market

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75

Complaint rate

The percentage of complaints recipients send to mailbox providers about receiving an email

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76

Confidence interval

The range of possible values after accounting for the margin of error

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77

Confidence level

How likely an experiment's range of results would contain all results if the test ran longer; most researchers select a 95% confidence level

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78

Consideration stage

The second stage of the marketing funnel, when a marketer provides customer with more detailed information

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79

Consumer-to-business (C2B)

Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)

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80

Consumer-to-consumer (C2C)

Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)

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81

Contact page

A common webpage on websites that provides information for visitors to contact the organization or individual hosting the website

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82

Content buckets

Categories to group marketing content

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83

Content marketing

A marketing technique that focuses on creating and distributing valuable content to a specific audience

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84

Continuous metrics

Metrics that are measured and change over time

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85

Conversion

The completion of an activity that contributes to the success of a business

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86

Conversion paths

A feature in Google Analytics that enables a marketer to view the first and last touchpoints before conversion and touchpoints in between

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87

Conversion rate

The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product

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88

Conversion rate optimization

The process of increasing the percentage of users or website visitors who complete a desired action Conversion stage: The third stage of the marketing funnel, when a marketer capitalizes on the interest people have already shown

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89

Cookie

A small file stored on devices that tracks user behavior and analyzes traffic

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90

Copy

Any written material that encourages a customer to buy a product or service

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91

Cost per acquisition (CPA)

The average cost of acquiring a potential customer

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92

Cost per action (CPA)

The amount a marketer pays when someone completes a desired action

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93

Cost per click (CPC)

The amount a marketer pays when someone clicks on their ad

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94

Cost per thousand impressions (CPM)

The amount a marketer pays for every 1,000 impressions an ad receives

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95

Cost per view (CPV)

The amount a marketer pays when a viewer watches a video ad for a minimum amount of time or interacts with it, such as when they click a link embedded in the video

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96

Crawlers

Automated software that crawls (fetches) pages from the web and indexes them

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97

Crawling

The process of finding new or updated webpages

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98

Creatives

Any content that can be promoted in a campaign, such as text, images, GIFs, or videos

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99

Cross-channel attribution

A model in Google Analytics that attributes a percentage of a conversion to all advertising channels with touchpoints

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100

Cross-selling

A sales technique used to encourage customers to spend more by purchasing a product that's related to what they're already buying

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