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