Glossary Terms from 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
