MKT

Digital Marketing

The use of digital channels and platforms to promote products or services.

inbound marketing

Strategy focusing on attracting customers through content and interactions that are helpful and relevant

outbound marketing

Traditional marketing strategies such as TV ads, direct mail, or cold calling

conversion

The action taken by a user that moves them down the marketing funnel

Landing Page

A dedicated webpage created to capture leads or drive conversions for a specific campaign or offer.

User experience

The overall experience a user has when interacting with a website or digital platform.

Call to Action

A prompt that encourages users to take a specific action, such as "Buy Now" or "Learn More."

Bounce Rate

The percentage of visitors who leave a website after viewing only one page.

Conversion Rate

The percentage of visitors who complete a desired action on a website (e.g., filling out a form, making a purchase).

AIDA Model

Attention, Interest, Desire, Action

Google Analytics

A tool for tracking and reporting website traffic, user behavior, and other key performance indicators

Sessions

A single visit to a website by a user, typically including multiple page views.

Pageview

The total number of times a specific webpage is viewed

Event Tracking

Monitoring user interactions on a website, such as button clicks or video plays.

Attribution

The process of identifying which touchpoints (e.g., search, email) influenced a user's conversion.

keywords

terms and phrases users search for that digital marketers aim to rank for on search engines

metal description

A short summary of a webpage's content, displayed in search results below the page title.

Title tag

HTML tag that defines the title of a webpage and is displayed in search engine results.

Alt Text

Text used to describe an image, which helps search engines understand what the image represents.

Internal Linking

Linking to other pages within the same website to help users and search engines navigate content

Backlinks

Links from external websites that point to your site; a key factor in improving search engine rankings

Domain Authority

A metric that predicts a website's ability to rank on search engines, based on the quality and quantity of backlinks.

Social Linking

Interactions on social media platforms (e.g., likes, shares) that indirectly influence SEO.

Link Buildings

The process of acquiring backlinks from reputable websites to improve SEO.

PPC

A form of online advertising where advertisers pay each time their ad is clicked.

Google Ads

A platform for running paid search ads on Google and its partner sites.

Ad Rank

A value used by Google Ads to determine the position of an ad in the search results, based on bid amount and quality score.

CPC

the amount advertisers pay each time a user clicks on their ad

CTR

the percentage of people who click an ad after seeing it

Impressions

The number of times an ad is shown to a user

Remarketing

Targeting ads to users who have previously visited your website or interacted with your brand

Display Network

A collection of websites, apps, and other digital platforms where display ads can be shown

Retargeting

A subset of remarketing, where ads are specifically targeted to users who have already interacted with a particular product or page onyour site

Funnel

the customer journey from awareness to purchase, often depicted as a series of stages

A/B Testing

The process of comparing two versions of a webpage or ad to determine which performs better.

Conversion path

The series of steps a user takes from initial awareness to completing a desired action

Customer Lifetime Value

The total revenue a customer is expected to generate over the duration of their relationship with a business.

Lead Generation

The process of attracting and converting strangers into potential customers or leads

Lead Nurturing

The process of building relationships with potential customers to move them through the sales funnel.

How do computers and servers communicate to enable people to interact with web pages on the internet?

The browser sends a HTTP message to the server

What are the 3 objectives of a website?

Generating traffic, Driving conversions, Maximizing revenue per conversion

What are some things that show that a website is meeting those three website objectives?

bounce rates, Click through rate, lead generation

What are the design philosophies to design and revise web pages to maximize conversion rate?

A/B Testing, User Experience

List the dimensions on which an ad and landing page should match to encourage conversion

3:2 ratio, min width 725 px

Describe the various types of landing pages

Splash Page, Product Page, Click Through Page

Select the best Key Performance Indicator for any type of website

Revenue growth rate, ROI, Net profit margin,

Conversion Funnel

Awareness, Consideration, Conversion, Loyalty

CPM

Cost Per Mille

CPA

Cost Per Acquisition

Types of search engine advertising

Organic, Paid, Display, Behavioral