Digital marketing terms A–Z

An alternate version of a page or asset tested against the original.

A platform-issued mark on a profile that signals confirmed identity or account authenticity.

A sealed-bid auction where the highest bidder wins but pays the second highest bid amount.

Ads delivered as video clips before, during, after, or alongside other content.

A scrollable row of video results shown on a Google search page.

View-through attribution credits conversions to ads that were seen but not clicked.

A conversion counted when someone sees an ad, does not click, but converts later.

A measure of whether an ad actually appeared on screen where a person could see it.

The average number of new users each existing user brings in through sharing or invites.

A cycle where each user invites others who then invite more, spreading use.

Content or campaigns designed to spread rapidly as people share them with others.

The tendency of content to spread rapidly as people share it with others.

The arrangement of elements to signal their order of importance and guide the eye.

Optimizing content to be found and read aloud by voice assistants.

Ad budget spent on clicks or impressions that cannot lead to your goal.

A set of published guidelines for making web content usable by people with disabilities.

Notifications sent through a web browser to users who subscribed on a site.

A live or recorded online presentation used to teach, demo, or generate leads.

An automated sequence for new subscribers or customers.

WhatsApp Marketing uses the WhatsApp messaging app to send updates, support, and promotions to customers who opt in.