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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
Broad match
A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword
8
Customer persona
Represents a group of similar people in a desirable audience
8
Crawlers
Automated software that crawls (fetches) pages from the web and indexes them
8
Crawling
The process of finding new or updated webpages
8
Conversion stage
The third stage of the marketing funnel, when marketers capitalize on the interest people have already shown
8
Copy
Any written material that encourages a customer to buy a product or service
8
Demographics
Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location
8
Customer persona barrier
What is preventing the customer from achieve their goal
9
Digital advertising
Communication made by a company to promote its brand, product, or service using various platforms and online channels
10
Display ad
A visual ad format placed on websites or applications
11
Domain
The core part of a website’s URL, or internet address
12
Email marketing
Sending messages to a list of existing subscribers to share information, drive sales, or create community
13
Exact match
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
External link
A link on a website that leads to content on other sites
14
Featured snippet
A special box that displays information about a search in the results page
15
Google Ads
An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users
16
Google Display Network
A group of websites, videos, and apps where display ads can appear
16
Google Business Profile
A tool that allows local businesses to tailor how their information appears on Google Search and Google Maps
17
Google knowledge panels
Information boxes that appear on Google when someone searches for people, places, organizations, or things that are available in Google’s knowledge database
18
Google Search Console
A tool that helps users better understand how a website is performing on Google Search
19
Googlebot
The generic name of Google's crawler
20
HTTPS
An internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site
21
Impression
When a piece of content is displayed to a target audience
21
Internal link
A link on a website that points to other pages on the site
22
Indexing
The process of Google saving and organizing website information to display in the search engine
22
Influencer marketing
Involves a brand collaborating with an online influencer to market one of its products or services
23
Keyword
A search term that people use to find information, products, or services online
24
Loyalty stage
The fourth stage of the marketing funnel, when customers become repeat customers and brand advocates
25
Keyword research
The process of finding terms and phrases that people use in search engines
26
Keyword stuffing
The practice of loading a webpage with keywords or numbers in an attempt to manipulate a site’s ranking in the search results
27
Landing page
The first page a visitor encounters when they go to a website
28
Manual action
Google’s way to demote or remove webpages that are not compliant with its webmaster quality guidelines
29
Meta description
Text that provides the search engines a summary of what the page is about
30
Mobile-friendly webpage
A webpage that is designed to load quickly and render well on a phone screen
31
Optimization score
An estimate of how well a Google Ads account is set to perform
31
Organic results
Search results not paid for by advertisers
31
Negative keywords
Search terms excluded from an ad campaign
32
Query
The words typed into a Google Search bar
32
Responsive display ad
A Display ad that automatically adjusts its size, appearance, and format to fit available ad spaces
32
Phrase match
A keyword match type in Google Ads that shows ads when someone searches for a term that includes the meaning of a keyword
32
Rank
A webpage’s position in the search engine results pages (SERPs), which is determined by an algorithm
32
Search algorithm
An automated process that helps locate information to answer a user’s query
32
Organic search
Unpaid results a search engine produces when a search is performed
33
Rich results
Enhanced results in Google Search with extra visual or interactive features
33
Paid results
Search results that advertisers pay to show whenever a user runs a search containing certain keywords
33
Pay-per-click (PPC)
A type of advertising that allows the advertiser to pay only when someone clicks on an ad link
33
Search engine results pages (SERPs)
The results pages that appear when someone performs a search query
33
Search engine optimization (SEO)
The process of improving a website to increase its visibility in a search engine
33
Remarketing ad
An advertisement delivered to previous purchasers, subscribers, or visitors to a brand’s website or social media
34
Schema
The type of code used for structured data markups
34
Search engine
Software that provides information on a search query
34
Targeted location
The towns, cities, or countries in which an ad will appear
34
Tactic
An action a marketer takes to make a marketing goal happen
34
Search engine marketing (SEM)
Increasing a website’s visibility on a search engine results page through paid advertising
35
Smart bidding
Automated bidding strategies that use machine learning to optimize for conversions or conversion value with each auction
35
Social media marketing
The process of creating content for different social media platforms in order to drive engagement and promote a business or product
35
Strategy
A plan to achieve a marketing goal
35
Sitemap
A file that provides information about the pages, videos, and other files on a site, and the relationships between them
35
Social share
When a customer shares a product or service with their social media followers
35
Subpage
A lower-level page that appears below the homepage of a website
36
Subdomain
The subset of a larger domain used to organize an existing website into a different page URL
36
Structured data
Code used to describe a webpage’s content better to search engines
36
Webinar
A presentation, typically educational, that is provided online
36
Visitors
The total number of times people have been to a website or app as a result of clicking an ad
36
Traditional advertising
Non-digital ad placements, like newspapers, radio, TV, or billboards
36
Unique selling proposition (USP)
An explanation of why a product or service is better than the competition
36
URL
The address of a webpage or file on the internet
36
Webpage title element
Text that provides both the users and search engines with a page’s topic

Marketing (4 decks)

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