Digital marketing terms A–Z

Google's free tool for monitoring how a site performs in Google Search.

The share of possible search ad impressions your ads actually received.

The underlying goal a person is trying to accomplish with a search.

A report listing the actual searches that triggered your ads.

The average number of times people search a keyword in a given period, usually per month.

An auction where the winner pays just above the next highest bid, not their own full bid.

A supporting call to action for users not ready for the main goal.

A badge showing a site uses security measures such as encryption or malware scanning.

A short, broad starting term used to generate a larger list of related keyword ideas.

Dividing an audience into smaller groups that share traits or behavior.

A public file where ad platforms disclose the sellers and intermediaries in their supply.

Search that interprets the meaning and intent behind a query, not just the exact words.

How often you email a subscriber over a given period, such as per week or month.

Choosing when to send each email to raise the chance a recipient engages.

Mailbox providers' assessment of a sender's trustworthiness.

A 0 to 100 reputation rating for a sending IP address, produced by Validity.

Descriptive words tied to sight, sound, touch, taste, or smell to make copy vivid.

Using software to classify text as positive, negative, or neutral in tone.

Writing copy that serves readers well while also helping pages appear in relevant search results.

Running experiments one after another, or evaluating results as data arrives over time.