A method of comparing two versions of a marketing asset to determine which performs better.
The portion of a webpage visible without scrolling; prime real estate for important content.
The written text used in advertisements to persuade potential customers.
The number of times an ad is displayed to users
A value Google Ads uses to determine the position of an ad based on bid
A performance-based marketing strategy where affiliates earn commissions for promoting products.
The collection and analysis of data to understand and optimize marketing performance.
The process of identifying which touchpoints lead to a conversion.
Businesses that sell products or services to other businesses.
Businesses that sell directly to individual consumers.
A hyperlink from one website to another
A form of online advertising displayed as a graphical image on a webpage.
Comparing marketing metrics against industry standards or competitors.
The percentage of visitors who leave a website after viewing only one page.
The extent to which consumers recognize and remember a brand.
The value of a brand as perceived by customers
The visual and verbal elements that represent a brand.
The tendency of consumers to continue buying from the same brand.
A semi-fictional representation of a business’s ideal customer.
A prompt encouraging users to take a specific action.
The percentage of customers who stop using a product or service over a period.
The percentage of users who click on a link or ad after seeing it.
The creation and sharing of valuable content to attract and engage a target audience.
When a user completes a desired action
The process of improving the percentage of users who complete a desired action.
The total cost to acquire a customer.
The amount paid each time a user clicks on an ad.
The cost of 1
The path a customer takes from awareness to purchase.
The projected revenue a customer will generate over their lifetime.
Systems and strategies for managing customer interactions.
Statistical data about a population
Communicating directly with targeted customers to generate a response.
An automated series of marketing messages sent over time.
Publicity gained through non-paid efforts
The use of email to promote products or build relationships.
A metric measuring interactions (likes
Content that remains relevant over time.
A model describing the stages of a customer’s decision-making process.
Delivering content or ads based on a user’s geographic location.
Using creative
A word or phrase preceded by a # symbol
The total number of times content is displayed
Marketing strategies focused on attracting customers through valuable content.
Partnering with influencers to promote products or services.
A specific word or phrase targeted in search engine marketing.
A measurable value used to track marketing performance.
A standalone page designed to encourage a specific action.
The process of attracting potential customers and converting them into leads.
A group of users similar to a business’s existing customers.
The extent to which a product is known and used in a market.
Dividing a market into smaller groups based on shared characteristics.
Software that automates repetitive marketing tasks.
Ads that match the look and feel of the platform where they appear.
Providing a seamless experience across multiple marketing channels.
Visitors who come to a website through unpaid search results.
A digital advertising model where advertisers pay each time an ad is clicked.
An official statement given to the media to announce something newsworthy.
Serving ads to people who have previously interacted with your brand.
A measure of profitability from marketing efforts.
Promoting websites by increasing their visibility in search engines.
Improving a website to rank higher in search engine results.
Measuring public sentiment toward a brand using text analysis.
Evidence that others approve of or use a product
Identifying strengths
The specific group of people a marketing campaign is aimed at.
definition
Content created by customers that promotes a brand.
A statement of the benefits a product or service offers customers.
Strategies designed to encourage rapid sharing of content.
An online seminar used for training or marketing.
An authoritative report that informs or persuades readers about a topic.
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