Course 1 - Module 3 Flashcards
Brand:
How a business or organization is perceived by the public
Brand equity:
The value consumers attribute to one brand’s offerings when compared with similar products from another brand
Brand safety:
Keeping a brand’s reputation safe when they advertise online
Business goal:
A desired aim, achievement, or outcome for a business
Content marketing:
A marketing technique that focuses on creating and distributing valuable content to a specific audience
Cost per click (CPC):
The amount an advertiser pays when someone clicks on a PPC ad
Customer persona:
Represents a group of similar people in a desirable audience
Display ad:
A visual ad format placed on websites or applications
Earned media
Positive digital exposure generated through personal or public recommendations
Email marketing:
Sending messages to a list of existing subscribers to share information, drive sales, or create community
Keyword:
A search term people use to find information, products, and services online
Media mix:
A combination of digital channels used to reach goals and how the budget is divided among them
Owned media:
All the digital content a brand fully controls
Paid media:
Any form of digital promotion a brand pays to put online
Pay-per-click (PPC):
A type of advertising that allows the advertiser to pay only when someone clicks on an ad link
Search engine marketing (SEM):
Generating traffic to a website through paid ads that appear in search engine results pages
Search engine optimization (SEO):
The process of increasing the visibility of website pages on search engines to attract more relevant traffic
Search engine results pages (SERPs):
The pages of results a search engine produces when someone performs a search
Segmentation:
Dividing an email subscriber list into smaller groups based on criteria like interests, location, or purchase history
