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Marketing > Course 2 > Flashcards

Course 2 Flashcards

1
Q

404 page

A

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

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2
Q

A/B testing

A

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

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2
Q

Ad auction

A

A process that determines which ads will appear for a specific search and in which order those ads will show on the page

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2
Q

Abandoned cart

A

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

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3
Q

Ad extension

A

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

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4
Q

Breadcrumbs

A

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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4
Q

Ad formats

A

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

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4
Q

Backlink

A

A link that points to a website from another site

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4
Q

Awareness stage

A

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

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5
Q

Ad group

A

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

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5
Q

Anchor text

A

The visible text in a hyperlink

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5
Q

Average daily budget

A

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

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6
Q

Broken link

A

A link that leads to a webpage that no longer exists

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6
Q

Alt tex

A

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

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6
Q

Customer persona goal

A

What the customer wants to achieve

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6
Q

Content marketing

A

A marketing technique that focuses on creating and distributing valuable content

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7
Q

Campaign

A

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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7
Q

Conversion rate

A

The percentage of users or website visitors who take a desired action

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7
Q

Automated bidding strategy

A

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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7
Q

Consideration stage

A

The second stage of the marketing funnel, when a potential customer’s interest builds for a product or service

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7
Q

Bid

A

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

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7
Q

Click

A

An interaction with an ad and online user

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7
Q

Bidding strategy

A

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

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7
Q

Bounce rate

A

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

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8
Q

Broad match

A

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

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8
Q

Customer persona

A

Represents a group of similar people in a desirable audience

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8
Q

Crawlers

A

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

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8
Q

Crawling

A

The process of finding new or updated webpages

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8
Q

Conversion stage

A

The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown

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8
Q

Copy

A

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

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8
Q

Demographics

A

Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location

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8
Q

Customer persona barrier

A

What is preventing the customer from achieve their goal

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9
Q

Digital advertising

A

Communication made by a company to promote its brand, product, or service using various platforms and online channels

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10
Q

Display ad

A

A visual ad format placed on websites or applications

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11
Q

Domain

A

The core part of a website’s URL, or internet address

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12
Q

Email marketing

A

Sending messages to a list of existing subscribers to share information, drive sales, or create community

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13
Q

Exact match

A

A keyword match type in Google Ads that shows ads when someone searches for a term that has the same meaning or same intent as a keyword

14
Q

External link

A

A link on a website that leads to content on other sites

14
Q

Featured snippet

A

A special box that displays information about a search in the results page

15
Q

Google Ads

A

An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users

16
Q

Google Display Network

A

A group of websites, videos, and apps where display ads can appear

16
Q

Google Business Profile

A

A tool that allows local businesses to tailor how their information appears on Google Search and Google Maps

17
Q

Google knowledge panels

A

Information boxes that appear on Google when someone searches for people, places, organizations, or things that are available in Google’s knowledge database

18
Q

Google Search Console

A

A tool that helps users better understand how a website is performing on Google Search

19
Q

Googlebot

A

The generic name of Google’s crawler

20
Q

HTTPS

A

An internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site

21
Q

Impression

A

When a piece of content is displayed to a target audience

21
Q

Internal link

A

A link on a website that points to other pages on the site

22
Q

Indexing

A

The process of Google saving and organizing website information to display in the search engine

22
Q

Influencer marketing

A

Involves a brand collaborating with an online influencer to market one of its products or services

23
Q

Keyword

A

A search term that people use to find information, products, or services online

24
Q

Loyalty stage

A

The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates

25
Q

Keyword research

A

The process of finding terms and phrases that people use in search engines

26
Q

Keyword stuffing

A

The practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in the search results

27
Q

Landing page

A

The first page a visitor encounters when they go to a website

28
Q

Manual action

A

Google’s way to demote or remove webpages that are not compliant with its webmaster quality guidelines

29
Q

Meta description

A

Text that provides the search engines a summary of what the page is about

30
Q

Mobile-friendly webpage

A

A webpage that is designed to load quickly and render well on a phone screen

31
Q

Optimization score

A

An estimate of how well a Google Ads account is set to perform

31
Q

Organic results

A

Search results not paid for by advertisers

31
Q

Negative keywords

A

Search terms excluded from an ad campaign

32
Q

Query

A

The words typed into a Google Search bar

32
Q

Responsive display ad

A

A Display ad that automatically adjusts its size, appearance, and format to fit available ad spaces

32
Q

Phrase match

A

A keyword match type in Google Ads that shows ads when someone searches for a term that includes the meaning of a keyword

32
Q

Rank

A

A webpage’s position in the search engine results pages (SERPs), which is determined by an algorithm

32
Q

Search algorithm

A

An automated process that helps locate information to answer a user’s query

32
Q

Organic search

A

Unpaid results a search engine produces when a search is performed

33
Q

Rich results

A

Enhanced results in Google Search with extra visual or interactive features

33
Q

Paid results

A

Search results that advertisers pay to show whenever a user runs a search containing certain keywords

33
Q

Pay-per-click (PPC)

A

A type of advertising that allows the advertiser to pay only when someone clicks on an ad link

33
Q

Search engine results pages (SERPs)

A

The results pages that appear when someone performs a search query

33
Q

Search engine optimization (SEO)

A

The process of improving a website to increase its visibility in a search engine

33
Q

Remarketing ad

A

An advertisement delivered to previous purchasers, subscribers, or visitors to a brand’s website or social media

34
Q

Schema

A

The type of code used for structured data markups

34
Q

Search engine

A

Software that provides information on a search query

34
Q

Targeted location

A

The towns, cities, or countries in which an ad will appear

34
Q

Tactic

A

An action a marketer takes to make a marketing goal happen

34
Q

Search engine marketing (SEM)

A

Increasing a website’s visibility on a search engine results page through paid advertising

35
Q

Smart bidding

A

Automated bidding strategies that use machine learning to optimize for conversions or conversion value with each auction

35
Q

Social media marketing

A

The process of creating content for different social media platforms in order to drive engagement and promote a business or product

35
Q

Strategy

A

A plan to achieve a marketing goal

35
Q

Sitemap

A

A file that provides information about the pages, videos, and other files on a site, and the relationships between them

35
Q

Social share

A

When a customer shares a product or service with their social media followers

35
Q

Subpage

A

A lower-level page that appears below the homepage of a website

36
Q

Subdomain

A

The subset of a larger domain used to organize an existing website into a different page URL

36
Q

Structured data

A

Code used to describe a webpage’s content better to search engines

36
Q

Webinar

A

A presentation, typically educational, that is provided online

36
Q

Visitors

A

The total number of times people have been to a website or app as a result of clicking an ad

36
Q

Traditional advertising

A

Non-digital ad placements, like newspapers, radio, TV, or billboards

36
Q

Unique selling proposition (USP)

A

An explanation of why a product or service is better than the competition

36
Q

URL

A

The address of a webpage or file on the internet

36
Q

Webpage title element

A

Text that provides both the users and search engines with a page’s topic

Marketing (4 decks)

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