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DMI PRO AMA - Certified Digital Marketing Professional > Digital Marketing Terms - Part 2 > Flashcards

Digital Marketing Terms - Part 2 Flashcards

To kick ass

1
Q

What is an Email Service Provider (ESP)?

A

An Email Service Provider (ESP) is a commercial-level email host with integrated features for digital marketing.

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2
Q

What is emotional intelligence?

A

Emotional intelligence is the awareness of one’s own and other people’s emotions.

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3
Q

What is an emotional response?

A

An emotional response is an emotional reaction to a stimulus.

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4
Q

What is employee advocacy?

A

Employee advocacy is the process of turning employees into trusted advocates and brand ambassadors who share relevant content.

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5
Q

Who are empowered customers?

A

Empowered customers are those who gather information about a product, price, features, and reviews before engaging with a salesperson.

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6
Q

What is the enablement phase in digital selling?

A

The enablement phase equips digital sellers with tools to identify customer personas, target decision makers, build a personal brand, and capture vital information.

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7
Q

What is the engagement phase in digital selling?

A

The engagement phase enables sellers to build relationships, prequalify prospects, close new business, and utilize tools for successful engagement.

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8
Q

What are engagement metrics?

A

Engagement metrics measure how often and to what extent people interact with content on social channels or websites.

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9
Q

What is an entry page on a website?

A

An entry page is the first page viewed by a website visitor.

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10
Q

What is ephemeral content?

A

Ephemeral content is content that is visible on a platform for only a short time.

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11
Q

What does ESP stand for?

A

ESP stands for Emotional Selling Proposition in marketing messaging.

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12
Q

What is an event in the context of a website?

A

An event refers to a specific action or occurrence on a website.

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13
Q

What are event posts on social media?

A

Event posts are features that allow users to organize gatherings, respond to invites, and stay informed about friends’ activities.

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14
Q

What is evergreen content?

A

Evergreen content is content that remains relevant and interesting to readers for years after its initial creation.

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15
Q

What does exact match refer to in PPC advertising?

A

Exact match is a keyword match type in PPC advertising that offers precise control over ad targeting.

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16
Q

What is an executive profile on social networks?

A

An executive profile is a fully optimized profile on all social networks.

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17
Q

Who is an executive sponsor?

A

An executive sponsor is someone respected internally, with significant influence and aligned goals, who understands program objectives and internal politics.

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18
Q

What is an exit page on a website?

A

An exit page is the last page viewed by a website visitor.

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19
Q

What is an Expanded Text Ad (ETA) in paid search campaigns?

A

An Expanded Text Ad is an ad format that allows for longer headlines and descriptions in paid search campaigns.

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20
Q

What is an explicit lead scoring metric?

A

An explicit lead scoring metric is voluntary information (e.g., BANT) used to evaluate lead value for the seller’s goals.

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21
Q

What are Facebook ads?

A

Facebook ads are an ad format used to amplify and target content on Facebook to specific audiences for a fee.

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22
Q

What is Facebook Business Manager?

A

Facebook Business Manager is a platform that allows businesses to securely share and control access to their ad accounts, pages, and other assets on Facebook.

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23
Q

What is a Facebook Carousel?

A

A Facebook Carousel is a popular post or ad format that displays up to 10 images or videos in one scrolling post.

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24
Q

What is Facebook Creator Studio?

A

Facebook Creator Studio is a tool that enables tracking and managing content performance, even across different pages.

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25
Q

What is a Facebook Event?

A

A Facebook Event refers to a specific action or occurrence on Facebook.

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26
Q

What is lead nurturing?

A

The process of developing relationships with buyers at every stage of the sales funnel.

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27
Q

What is a lead nurturing funnel?

A

The process of developing relationships with buyers at every stage of the sales funnel and through every step of the buyer’s journey.

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28
Q

What is lead response time?

A

A SAM metric used to get an indication of how leads are being handled amongst sales reps.

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29
Q

What is lead scoring?

A

Ranking prospects against a scale of factors to evaluate the quality of each lead.

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30
Q

What is like in social media?

A

A mostly positive reaction on social media to content.

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31
Q

What is link building?

A

The process of actively cultivating incoming links to a site for the purposes of improving organic search (SEO) performance.

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32
Q

What are link clicks?

A

The number of instances that a link was clicked in a paid ad or promoted post.

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33
Q

What is link juice?

A

A slang term used in SEO to describe the value of links pointing to another site.

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34
Q

What is link popularity?

A

A measure of the popularity of a site based upon the number and quality of sites that link to it.

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35
Q

What are link posts?

A

Posts that link to a website from the Facebook platform.

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36
Q

What are LinkedIn connections?

A

People in your LinkedIn network.

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37
Q

What is a LinkedIn group?

A

A LinkedIn page that supports specific, topical discussions that are moderated by group owners and managers.

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38
Q

What is LinkedIn Sales Navigator?

A

A sales tool used to gain deep insights into a team’s digital selling practices.

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39
Q

What is listening?

A

The act of monitoring keywords, topics, individuals, and groups for the purpose of either engagement or research.

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40
Q

What is location-based advertising?

A

A mobile ad unit being delivered to mobile users based on specific geographic coordinates.

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41
Q

What is local search?

A

The process of utilizing a search engine’s database of local business listings to target audiences based on their specific geographic locations.

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42
Q

What is local SEO?

A

Search engine optimization focused primarily on a business which only serves customers at a certain location.

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43
Q

What are local service ads?

A

A Google Ad format that uses a pay-per-lead pricing model, only available in certain areas, and only to specific types of businesses verified by Google.

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44
Q

What is location targeting?

A

An ad feature that enables you to show your ads to customers in a selected geographic location.

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45
Q

What are long-tail keywords?

A

Keywords that are typically three or more words and are more specific.

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46
Q

What is a lookalike audience?

A

A Facebook Ads audience type comprised of a group of users defined by their similarity to another group of users.

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47
Q

What is a lost client?

A

An element within the client lifecycle that signifies a client has discontinued using your product or service.

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48
Q

What is LTV or Lifetime Value?

A

The best estimate of expected revenue from an average customer.

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49
Q

What is the primary purpose of a page title?

A

To tell search engines about a page theme or topic.

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50
Q

What does the term ‘page speed’ measure?

A

How quickly a website page loads.

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51
Q

How is the ‘percentage of new visits’ calculated?

A

By determining the percentage of visits to a site that came from people who had never visited the site before.

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52
Q

What is the definition of ‘paid search’?

A

Search engine results that are sponsored or paid for in some way.

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53
Q

What is the Pareto Principle?

A

The principle that only two out of ten items on a to-do list will be worth more than the other eight items grouped together.

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54
Q

What is a ‘passive audience’?

A

An audience that is exposed to media/marketing material but doesn’t actively engage with the content or messaging.

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55
Q

What is a ‘path’ in the context of websites?

A

A route to a website, goal, or destination.

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56
Q

What is ‘Pay-Per-Click (PPC)’?

A

A form of paid media in which search marketers bid on ads that appear above the organic results on search engines by bidding on particular keywords and terms.

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57
Q

What is a ‘payment gateway’?

A

A third-party integration with a website that allows visitors to enter their credit card details and make payments.

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58
Q

What is ‘permission-based marketing’?

A

Marketing efforts in which recipients have opted in or given permission to receive information from the marketer.

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59
Q

What is a ‘personal brand’?

A

The image that an individual conveys online - describing what they do and is the same image buyers see when they research them.

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60
Q

What is ‘personalization’ in marketing?

A

The process of creating unique experiences for individual users.

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61
Q

What does ‘Personally Identifiable Information (PII)’ refer to?

A

Information collected with web analytics that could identify the website visitor.

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62
Q

What does ‘Phone-Through Rate (PTR)’ measure?

A

The number of phone calls received from an ad divided by the total number of times the phone number was shown in an ad.

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63
Q

What are ‘photo posts’ in the context of social media?

A

Social media posts that include photos, which can also include text.

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64
Q

What is a ‘pin’ on Pinterest?

A

A content format on Pinterest, representing ideas that users create, find, and save from around the Web.

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65
Q

What does the ‘Pin it’ functionality on Pinterest allow users to do?

A

Add an image or a video to a Pinterest board.

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66
Q

What is a ‘Pinterest browser button’?

A

A browser extension that allows users to save ideas from around the web.

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67
Q

What is an instant message?

A

A message sent between two connections in real time through a social media network or email platform.

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68
Q

Name some platforms that support instant messaging.

A

Facebook, Skype, and WhatsApp

69
Q

What is the definition of Instream pre-rolls?

A

A video feature that ensures your ads play before other people’s videos.

70
Q

Explain the Integrate (DMI) principle.

A

Wholly integrating and implementing each phase of the process into your overall digital selling strategy.

71
Q

What is the purpose of the Interest stage?

A

To increase emotional engagement.

72
Q

What is an internal link?

A

A hyperlink from one page to another on the same website.

73
Q

What does IP address stand for?

A

Internet Protocol address.

74
Q

Define an interstitial ad.

A

A mobile ad unit that appears between two views on a mobile website or app.

75
Q

What is meant by inventory in advertising?

A

Available advertising space on all web and mobile channels.

76
Q

What does IP tracking enable you to do?

A

Track and monitor people who have visited your web pages.

77
Q

What is the Iterate (DMI) principle?

A

Continually using learnings from each phase to re-inform the next iteration of the digital sales process.

78
Q

What does KPI stand for in digital marketing?

A

Key Performance Indicator.

79
Q

Why are KPIs important in digital marketing?

A

They provide metrics, data, and benchmarks to improve processes, campaigns, and content.

80
Q

What is a key phrase?

A

A search phrase.

81
Q

What are keywords used for in advertising?

A

To trigger an ad to appear when entered by users.

82
Q

Define keyword density.

A

The percentage of words on a webpage related to target SEO keywords.

83
Q

What is keyword research?

A

The process of determining appropriate keywords to target.

84
Q

What is keyword spam also known as?

A

Keyword stuffing.

85
Q

Explain the meaning of a knowledge panel.

A

A box of information appearing on the search engine results page, providing users with web-based information about a topic.

86
Q

What is a landing page?

A

The page users land on when they click on an online advertisement, email, or search engine link.

87
Q

What does LSI stand for in Latent Semantic Indexing?

A

Latent Semantic Indexing.

88
Q

What is a lead in digital marketing?

A

Someone who has shown or may show interest in your service or product offering.

89
Q

What can lead generation involve?

A

Creating marketing campaigns, websites, and content with the purpose of collecting users’ contact details.

90
Q

Define lead magnet.

A

A tactic used to attract potential leads.

91
Q

What is the purpose of the CASL?

A

The CASL requires marketers to obtain permission from a user before sending marketing material via email or SMS.

92
Q

What is the purpose of the CCPA?

A

The CCPA is a California law that provides consumer protection rights similar to the GDPR.

93
Q

What is the role of a Chief Information Officer (CIO)?

A

A CIO is responsible for the implementation and practicalities of information systems and technologies within an organization.

94
Q

What is the role of a Chief Marketing Officer (CMO)?

A

A CMO manages and oversees all essential marketing communications and initiatives for a company.

95
Q

What is the role of a Chief Operating Officer (COO)?

A

A COO manages and oversees the continued business operations within a company.

96
Q

What is the role of a Chief Security Officer (CSO)?

A

A CSO develops and oversees policies and programs that protect employees, assets, and property of a business.

97
Q

What is the role of a Chief Technology Officer (CTO)?

A

A CTO handles all technological implementations and initiatives used by the business.

98
Q

What is meant by ‘canonical’ in SEO?

A

Canonical is an HTML element used to avoid SEO duplicate content issues by indicating the preferred version of a page.

99
Q

What is a canvas application on Facebook?

A

A canvas application is an app that is consumed elsewhere on Facebook, not visually connected with a Page.

100
Q

What is a carousel post or ad format?

A

A carousel is a format that allows up to 10 images or videos to be displayed in one scrolling post.

101
Q

What are case studies?

A

Case studies are documented research into a business problem, process, and solution.

102
Q

What are Cascading Style Sheets (CSS)?

A

CSS describes how HTML elements appear on webpages and adapt when viewed through different devices or platforms.

103
Q

What is a chatbot?

A

A chatbot is a computer program used to simulate chat or conversation, often providing information or support to users.

104
Q

What does ‘churn rate’ refer to?

A

Churn rate is the number of customers or subscribers who cut ties with a service or company within a given time period.

105
Q

What does ‘click share’ measure in Google Ads?

A

Click share measures the percentage of clicks your ads receive out of the estimated total number of clicks they were eligible to receive.

106
Q

What does ‘CTR’ stand for in marketing?

A

‘CTR’ stands for ‘click-through rate’, which is the percentage of people who click on an ad after seeing it.

107
Q

What is ‘click-to-call’?

A

‘Click-to-call’ is a service within an ad that enables a mobile user to make a phone call with a single click.

108
Q

What is direct marketing?

A

A channel-agnostic form of advertising that allows businesses to communicate directly with customers.

109
Q

How do visitors come to a website through direct traffic?

A

By typing the URL in a browser.

110
Q

What is discovery?

A

The act of finding or learning something for the first time.

111
Q

What are display ads?

A

Image advertising shown on a web page.

112
Q

What is a display network?

A

A group of websites where display ads may be shown.

113
Q

What is a disruptive app?

A

An innovative mobile app that changes the balance of an existing market.

114
Q

What is distilled curation?

A

Reducing the overall ‘noise’ about a topic to its core concepts.

115
Q

What is the DMI sales method?

A

A principles-based framework for applying digital selling for business goals.

116
Q

What is the Domain Name System (DNS)?

A

A system that notifies the rest of the web where to go when a domain is visited.

117
Q

What is a Data Management Platform (DMP)?

A

A unified technology platform used for collecting, organizing, and activating large sets of data.

118
Q

What is Domain Authority/Domain Rating?

A

An organic search ranking score used to measure the SEO weight a website domain carries.

119
Q

What is a domain name?

A

The portion of a URL that indicates the host or web server.

120
Q

What is double opt-in?

A

An email process where a person subscribes and verifies consent through a confirmation message.

121
Q

What are drive product recall actions?

A

Actions intended to encourage people to remember your brand or marketing messaging.

122
Q

What is a Demand-Side Platform (DSP)?

A

A system that allows buyers of digital advertising inventory to manage multiple ad exchanges.

123
Q

What is dual screening?

A

A tactic where marketers target an audience consuming traditional mass media while receiving targeted online messages.

124
Q

What is duplicate content?

A

A substantial amount of identical content that appears on multiple websites or the same website.

125
Q

What are dynamic ads used for?

A

To precisely target decision-makers and influencers with highly relevant and customizable creative.

126
Q

What is dynamic content?

A

Content that is unique to the user(s) visiting a site based on their history or declared interests.

127
Q

What is E-A-T expertise?

A

Expertise, Authoritativeness, and Trustworthiness used to describe website or content quality.

128
Q

What is earned media?

A

Free publicity generated by consumers, PR, influencers, and people who share content related to your brand.

129
Q

What is email and automation marketing?

A

A marketing campaign using emails and automation to reach customers at the right time for conversion.

130
Q

What is email deliverability?

A

The measure of successfully delivering emails to recipients’ inboxes.

131
Q

Define responsive website.

A

A website that has been formatted to its ideal fit for the screen it’s on.

132
Q

What is the purpose of the retention stage?

A

To make the consumer feel special and increase the chances of recommendations.

133
Q

What does ROI stand for?

A

Return On Investment.

134
Q

What is ROMI?

A

Return On Marketing Investment.

135
Q

Define retweet.

A

A tweet from another user that you share publicly with your followers.

136
Q

What does revenue by lead source measure?

A

How much revenue is created by different lead sources.

137
Q

What does RFM analysis stand for?

A

Recency, Frequency, and Monetary analysis.

138
Q

Define rich media.

A

A broad range of interactive and engaging ad formats.

139
Q

What is a rich pin?

A

A pin that provides more context about an idea by showing extra information directly on the pin.

140
Q

What are rich results on search engine result pages?

A

A listing that includes more than the standard title, web address, and description.

141
Q

What are rich snippets?

A

Additional HTML mark-up added to the website code to identify certain pieces of content within a specific category.

142
Q

What does ROAS stand for?

A

Return on Ad Spend.

143
Q

What is a robots.txt file?

A

A file in the root directory of a website used to restrict and control the behavior of search engine spiders.

144
Q

What does RTB stand for?

A

Real-Time Bidding.

145
Q

What is a Sales Accepted Lead (SAL)?

A

A Marketing Qualified Lead (MQL) that has been approved by the sales team as worthy of pursuing.

146
Q

Define sales enablement.

A

A systematic approach to increasing sales productivity by supporting sales representatives with content, training, and analytics.

147
Q

What is a sales funnel?

A

A buying process that companies lead customers through, from the awareness stage to the purchase stage.

148
Q

What is a Sales Qualified Lead (SQL)?

A

A prospective customer that has been researched and vetted by both the marketing and sales teams.

149
Q

Define scheduling in social media.

A

The act of prescheduling your activity on a social media channel to save time.

150
Q

What is schema markup?

A

A website HTML markup language used to help search engines better understand specific parts of a website.

151
Q

What is the purpose of using search online?

A

To find content, brands, or solutions to problems.

152
Q

What is the purpose of the ‘search and explore’ feature on Instagram?

A

To discover content of interest from accounts you don’t follow.

153
Q

What is a visual display banner?

A

An advertising image shown on a website to a target audience.

154
Q

What is a vlog?

A

A video blog.

155
Q

What is voice search?

A

Referring to any search query conducted using voice technology.

156
Q

Define a warm introduction.

A

A sales prospect introduction through a mutual connection, increasing engagement likelihood.

157
Q

What is a webinar?

A

A video seminar, class or presentation that takes place on the Internet.

158
Q

What is website optimization?

A

The act of improving and streamlining a website to make it more effective and user-friendly.

159
Q

Define a white paper.

A

An in-depth report or guide that informs readers about a complex issue.

160
Q

What is whitelisting?

A

An email process where ESPs monitor email broadcasts to reduce spam.

161
Q

What is a wide skyscraper?

A

An ad size of 160 x 600 pixels used on Google Display Network.

162
Q

Define a wireframe.

A

The barebones structure of a website used to plan layout and user experience.

163
Q

What does WOM stand for?

A

Word-of-mouth.

164
Q

What does YMYL stand for?

A

Your Money Your Life, referring to topics with potential impact on future health, finances, safety, or happiness.

165
Q

What is Yoast?

A

A highly valuable SEO plugin for WordPress websites.

166
Q

What are YouTube cards?

A

A YouTube content format that can drive deeper engagement with channel, videos, and playlists on YouTube and a website.

167
Q

What is a YouTube channel?

A

The channel that serves a YouTube profile page.

168
Q

What is a YouTube Masthead?

A

A customizable creative that runs on the top of the YouTube home page for 24 hours in a chosen market.

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