Digital marketing and E-commerce Flashcards
(196 cards)
1
Q
404 page
A
A URL that tells the visitor that the webpage does not exist.
2
Q
Abandoned cart
A
When a potential customer adds an item to their cart, but doesn’t complete the purchase.
2
Q
A/B testing
A
A method of testing where two versions of content with a single differing variable are compared to determine which yields better results.
3
Q
Accessibility
A
Considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities.
4
Q
Acquisition email
A
An email sent to acquire new customers.
5
Q
Ad auction
A
A process that determines the best ad to show to a person at a given point in time.
6
Q
Ad extension
A
A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address.
7
Q
Ad formats
A
Elements such as text, videos, images, digital content ads, and more that make up a Google Ad.
8
Q
Ad group
A
A group of ads that is organized by a group of keywords.
9
Q
Ad spend
A
How much a company spends directly on advertisements.
10
Q
Agency
A
An outside partner that fulfills a company’s digital marketing and advertising needs.
11
Q
Alt text
A
A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired.
12
Q
Anchor text
A
The visible text in a hyperlink
13
Q
Applause rate
A
The number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to the total number of followers
14
Q
Area chart
A
Represents data in the same way as a line chart, but with the space under the line filled in to form a visual area
15
Q
Artificial intelligence (AI)
A
A field developing intelligent machines and software that simulate human thought or work
16
Q
Attribution
A
Assigns credit for conversions from ads, last clicks, or other touch points along a user’s path to conversion completion
17
Q
Attribution project
A
Organization for macro and micro conversions in Google Analytics
18
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
19
Q
Autonomous marketing
A
Uses real-time analytics to automate marketing activities
20
Q
Average daily budget
A
The average amount set for each ad campaign on a per-day basis
21
Q
Average order value (AOV)
A
The sum of individual order amounts divided by the number of orders
22
Q
Average session duration
A
Reported in seconds, a calculation that divides the total duration of all sessions by the number of sessions
23
Q
Awareness stage
A
The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service
24
Backlink
A link that points to a website from another site
25
Behavioral data
Refers to information about the actions a customer takes—or doesn’t take—when it comes to shopping on a website
26
Best sellers report
A report in Google Merchant Center that provides information about the most popular brands and products used in Shopping ads and free listings
27
Bid
The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business
28
Bid modification
Bidding a percentage more or less than a starting bid
29
Bidding strategy
Tells an advertiser how much to pay for each user action related to an ad
30
Big data
A field in analytics that systematically mines and extracts information from very large datasets for insights
31
BigQuery
Google’s cloud-based data warehouse solution
32
Blog
A discussion or informational website published on the internet consisting of discrete, often informal diary-style text entries
33
Blogging
Refers to self-published writing that lives online
34
BOPIS
An acronym for “buy online, pick up in store”
35
Bounce rate
The percentage of website visitors who view one page and then leave the site
36
Brand
How a business or organization is perceived by the public
37
Branding
To promote a product or service by identifying it with a particular brand
38
Brand advocacy
Measures the number of customers who promote a brand through word-of-mouth marketing or other methods
39
Brand awareness
How familiar people are with a particular business or product
40
Brand awareness metrics
Metrics that measure the attention a brand received across all social media platforms during a reporting period
41
Brand equity
The value consumers attribute to one brand’s offerings when compared with similar products from another brand
42
Brand evangelists
Customers who are so passionate about a product or service that they enthusiastically promote it to others
43
Brand identity
The combination of elements that inform how people perceive a brand
44
Brand position statement
Outlines exactly what a company does and for whom, and what makes it different from competitors
45
Brand safety
Keeping a brand's reputation safe when they advertise online
46
Brand voice
The distinct personality a brand takes on in its communications
47
Brand voice guidelines
Describes the way a brand should be presented in writing
48
Branded content
Any post that features a third-party product, brand, or sponsor
49
Breadcrumbs
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
50
Brick-and-mortar
A traditional retail store with a specific location where customers can come to shop
51
Broad match
A keyword match type in Google Ads that shows ads when someone searches for a term related to a keyword
52
Broken link
A link that leads to a webpage that no longer exists
53
Budget spend
How much is allocated to or spent on a campaign
54
Business goal
A desired aim, achievement, or outcome for a business
55
Business-to-business (B2B)
Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)
56
Business-to-consumer (B2C)
Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)
57
Call to action
An instruction that tells the customer what to do next
58
Campaign
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
59
Cart abandonment
When a customer adds an item to their cart, but doesn't complete the purchase
60
Cart abandonment rate
The percentage of customers who add a product to their shopping cart and leave the site without completing their purchase
61
Cell
A position in a spreadsheet with a column and row designation; for example, cell A2 is the unique position in column A and row 2
62
Change management
Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly
63
Chatbot
A programmed system that responds to common customer questions
64
Chronological feed
A social media stream that displays the latest published content first
65
Click
An interaction with an ad and online user
66
Click-and-mortar
A type of retail store that sells online as well as in a brick-and-mortar store
67
Click-to-open rate
The percentage of email recipients who clicked on one or more links in an email
68
Closed captions
Subtitles that are overlaid on video and can be turned on and off by users
69
Color contrast ratios
Measures the luminescence (or brightness) of a lighter color against the luminescence of a darker color
70
Comma-separated values (CSV)
A file format in which a comma is placed between each data value in the file
71
Competition
The other sellers that exist already in the market
72
Complaint rate
The percentage of complaints recipients send to mailbox providers about receiving an email
73
Confidence interval
The range of possible values after accounting for the margin of error
74
Confidence level
How likely an experiment’s range of results would contain all results if the test ran longer; most researchers select a 95% confidence level
75
Consideration stage
The second stage of the marketing funnel, when a marketer provides customer with more detailed information
76
Consumer-to-business (C2B)
Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)
77
Consumer-to-consumer (C2C)
Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)
78
Contact page
A common webpage on websites that provides information for visitors to contact the organization or individual hosting the website
79
Content buckets
Categories to group marketing content
80
Content marketing
A marketing technique that focuses on creating and distributing valuable content to a specific audience
81
Continuous metrics
Metrics that are measured and change over time
82
Conversion
The completion of an activity that contributes to the success of a business
83
Conversion paths
A feature in Google Analytics that enables a marketer to view the first and last touchpoints before conversion and touchpoints in between
84
Conversion rate
The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product
85
Conversion rate optimization
The process of increasing the percentage of users or website visitors who complete a desired action
86
Conversion stage
The third stage of the marketing funnel, when a marketer capitalizes on the interest people have already shown
87
Cookie
A small file stored on devices that tracks user behavior and analyzes traffic
88
Copy
Any written material that encourages a customer to buy a product or service
89
Cost per acquisition (CPA)
The average cost of acquiring a potential customer
90
Cost per action (CPA)
The amount a marketer pays when someone completes a desired action
91
Cost per click (CPC)
The amount a marketer pays when someone clicks on their ad
92
Cost per thousand impressions (CPM)
The amount a marketer pays for every 1,000 impressions an ad receives
93
Cost per view (CPV)
The amount a marketer pays when a viewer watches a video ad for a minimum amount of time or interacts with it, such as when they click a link embedded in the video
94
Crawlers
Automated software that crawls (fetches) pages from the web and indexes them
95
Crawling
The process of finding new or updated webpages
96
Creatives
Any content that can be promoted in a campaign, such as text, images, GIFs, or videos
97
Cross-channel attribution
A model in Google Analytics that attributes a percentage of a conversion to all advertising channels with touchpoints
98
Cross-selling
A sales technique used to encourage customers to spend more by purchasing a product that’s related to what they’re already buying
99
Custom audiences
A platform feature that allows a marketer to create relevant remarketing campaigns to reach highly-specific groups of people by uploading email lists of existing customers and followers
100
Customer acquisition
The process of gaining new customers
101
Customer acquisition cost (CAC)
The average cost of acquiring a paying customer
102
Customer engagement
The interactions and emotional connection between a customer and a brand
103
Customer journey
The path customers take from learning about a product, to getting questions answered, to making a purchase
104
Customer journey map
A visualization of the touchpoints a typical customer encounters along their purchase journey
105
Customer lifetime value (LTV or CLV)
The average revenue generated per customer over a certain period of time
106
Customer persona
Represents a group of similar people in a desirable audience
107
Customer persona barrier
What is preventing the customer from achieve their goal
108
Customer persona goal
What the customer wants to achieve
109
Customer referral
A word-of-mouth initiative that encourages existing customers to introduce their family, friends, and contacts to become new customers
110
Customer relationship management (CRM) system
Software that helps a business manage and monitor its interactions with existing and potential customers
111
Customer retention rate
The percentage of customers that a company retains over a certain period of time
112
Customer satisfaction (CSAT) survey
A tool that measures how products and services supplied by a company meet or surpass customer expectations
113
Customer service
The advice and support a company provides to its customers before, during, and after a purchase
114
Dashboard
A tool to track, analyze, and display KPIs, metrics, and insights dynamically based on interactive user criteria
115
Data
A collection of facts or information
116
Data analysis
Examining data to draw conclusions, make predictions, and drive informed decision-making
117
Data analytics
Monitoring and evaluating data to gain actionable insights
118
Data anonymization
Techniques to mask or remove personal information from data to protect the identities of people
119
Data bias
Human error that skews data collection or interpretation of data in a certain direction
120
Data ethics
The study and evaluation of moral challenges related to data collection and analysis
121
Data privacy
Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted
122
Data-driven attribution
Measures customer engagement with marketing content across channels to understand what is motivating them to take action
123
Data-ink ratio
The proportion of ink (or pixels in digital content) that is used to present actual data compared to the total amount of ink (or pixels) used in an entire visualization
124
Data pulling
Collecting data from analytics tools and putting it in a spreadsheet or database
125
Data reporting
Organizing and summarizing data to track performance across marketing and sales efforts
126
Data storytelling
Conveying data insights to a specific audience using a clear and compelling narrative
127
Data visualizations
Graphical representations of data that convey information
128
Dead stock
Inventory that remains unsold for a long period of time and has little chance of selling in the future
129
Demand
How much consumers are willing and able to buy a certain product over a given period of time
130
Demographic targeting
Delivering an ad based on user information, like age
131
Demographics
Information specific to the customer, such as age, gender identity, income, family size, occupation, education, and location
132
Digital advertising
Communication made by a company to promote its brand, product, or service using various platforms and online channels
133
Digital channel
Any communication method or platform a business can use to reach their target audience online
134
Digital marketing
The practice of reaching consumers online through digital channels with the aim of turning them into customers
135
Digital shopping cart
The virtual equivalent of a physical shopping cart
136
Dimensions
Attributes or characteristics of an event that determine the metrics collected in Google Analytics
137
Discrete metrics
Metrics that have specific values, can be counted, or are binary—like on/off or true/false settings
138
Display ad
A visual ad format placed on websites or applications
139
Display campaign
A Google Ads tool that allows businesses to place image advertisements across various websites
140
Domain
The core part of a website’s URL, or internet address
141
Dropshipping
A fulfillment method in which products are shipped from the supplier directly to the customer
142
Duration
How long a campaign will run
143
Dynamic remarketing
A process that allows a company to show previous visitors ads that contain products and services they viewed on the company’s site
144
E-commerce
The buying and selling of goods or services using the internet
144
E-commerce platform
A software application that allows businesses to sell products or services online
145
E-commerce point-of-sale (POS) system
Software that allows a business to process payment transactions from customers online
146
E-commerce store
A store that sells its products online
147
E-commerce strategy
A working plan to promote an online store and increase its sales
148
Earned media
Any positive digital exposure generated through personal or public recommendations
149
Elevator pitch
A short, memorable description that explains a concept in an easy-to-understand way
150
Email body
The text in the main content of an email
151
Email bounce rate
The percentage of emails sent that could not be delivered to the recipient's inbox
152
Email copy
The text in a subject line, preview text, and email
153
Email marketing
The process of sending messages to a list of existing subscribers to share information, drive sales, or create community
154
Email marketing provider
A company that offers email marketing or bulk email services
155
Email marketing report
A collection of KPIs presented to the team and stakeholders to inform them of a campaign’s progress
156
Email marketing strategy
A set of procedures that a marketer identifies and follows to achieve their desired marketing goals with email advertising
157
Engagement
How an audience interacts with a brand on social media
158
Event
An activity that causes data collection to occur in Google Analytics
159
Evergreen content
Content that will be relevant over a long period of time
160
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
161
Experiential marketing
The process of encouraging consumers to not only purchase a brand or product, but to experience it
162
External link
A link on a website that leads to content on other sites
163
Featured snippet
A special box that displays information about a search in the results page
164
Federated Learning of Cohorts (FLoC)
Grouping people together when they have similar browsing characteristics without the use of a unique identifier per browser; may be used for internet-based advertising which is an alternative to using cookies
165
First click attribution
Assigns all the credit to the first touchpoint that eventually leads to a conversion
166
Follow-up interview
A more in-depth meeting that often includes members of the team that the applicant will be working with
167
Follower
Someone who opts in to receive updates from a business or brand on a social media platform
168
Footer
A navigation section at the bottom of a website
169
Forecasting
The process of predicting the future demand for products
170
Frequency
How many times an individual encounters an ad
170
Forward rate
The percentage of recipients who click on the “share” button to post to social media or who click the “forward” button to send to others
171
Frequently asked questions (FAQ)
A section on a website that provides answers to the questions that customers might have regarding a business, their products or services, policies, processes, and more
172
Fulfillment service
A third-party company that prepares and ships orders from their fulfillment centers
173
Generalist
Someone who is knowledgeable about many topics and has various interests
174
Geographic segmentation
The grouping of customers with regards to their physical location
175
GIF
An animated image
176
Goal-based automated bidding
A bidding strategy where a marketer sets an ROAS or cost per action target to maximize the advertising goal at a certain efficiency
177
Google Ads
An online advertising platform where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users
178
Google Analytics
A web analytics service that tracks and reports website traffic
179
Google Business Profile
A tool that allows local businesses to tailor how their information appears on Google Search and Google Maps
180
Google Display Network
A group of websites, videos, and apps where ads can appear
181
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
182
Google Merchant Center
A tool advertisers use to upload their store and product data to Google and make it available for Shopping ads and other Google services
183
Google Search Console
A tool that helps users better understand how a website is performing on Google Search
184
Google Trends
A free Google tool that lets people explore what citizens around the world are searching for on Google
185
Googlebot
The generic name of Google's crawler
186
Hashing
A security method which turns the personal information in email lists into randomized code
187
Hashtag
A word or phrase preceded by the pound symbol that indicates that a piece of content relates to a specific topic or category
188
Heat map
A data visualization tool that demonstrates how visitors interact with a website
189
Histogram
Shows individual data points that have been categorized into ranges, with the frequency of each range represented by the height of a unique column
190
Home page
The main page of a website
191
Horizontal bar chart
A 90-degree rotation of a vertical column chart
192
HTTPS
An internet communication protocol that protects the integrity and confidentiality of data between the user’s computer and the site
193
Hypertext Transfer Protocol Secure (HTTPS)
A method of transferring information over the internet that protects the integrity and confidentiality of data between the user’s computer and the site
