Digital marketing terms A–Z

Brief content, often under a few hundred words or seconds, made for quick consumption.

YouTube's short vertical videos shown in a dedicated feed and app tab.

An audience of new users who resemble an existing customer or visitor list.

A signup method that adds a subscriber immediately, with no email confirmation step.

How a website's pages are organized and linked together into a structure.

A search field shown inside a site's Google result that queries that site directly.

An ad add-on that shows extra clickable links to specific pages on your site.

Extra links to a site's inner pages shown beneath its main search result.

A master XML file that points to several individual XML sitemaps.

A placeholder layout of gray shapes shown while real content loads into a page.

A video ad viewers can skip after a few seconds, typically about five.

A tactic of finding popular content and creating something more thorough to outdo it.

Finding top-performing content, making something clearly better, then asking linkers to point to yours.

A copy structure where each line pulls the reader smoothly into the next, keeping them reading.

Google Ads automated bidding that sets a bid for each auction using machine learning.

A call to action that changes its text or offer based on who the visitor is.

Sending promotional or transactional text messages to customers who opted in.

The drop in ad performance when an audience sees the same creative too many times.

A platform's dashboard for creating, targeting, and tracking paid social media ads.

Assigning credit for conversions or sales to the social media touchpoints that influenced them.