Digital marketing terms A–Z

The amount an advertiser offers to pay for a click, view, or other ad action in an auction.

A percentage change that raises or lowers bids for a specific device, location, time, or audience.

A Meta bidding control that sets the highest bid the system can place in any auction.

The rules or automation used to set advertising bids.

Google's feature that streams raw analytics event data into a BigQuery data warehouse.

A standard that displays a brand's verified logo beside authenticated email in the inbox.

Microsoft's free tool for tracking and improving a site's visibility in Bing.

Microsoft's web crawler that gathers pages for the Bing search index.

An automated email sent to a subscriber on or near their birthday, often with a greeting or offer.

The total cost to acquire a customer across all channels, both paid and free.

Combined figures that merge data from several channels or sources into one number.

A published list of IPs or domains known for sending spam, used to filter mail.

A single dated article published on a website's blog to inform, engage, or attract readers.

A strategy of creating uncontested market space instead of competing in crowded markets.

The main text of a page or ad that carries the core message.

The decision stage where a prospect is ready to buy and needs a final push.

Boilerplate content is repeated text like headers, footers, and menus shown on many pages.

An existing organic post promoted with paid budget to reach more people.

Automated, non-human visits or interactions generated by software rather than real people.

A bounce is a visit that ended without meeting the engagement or interaction threshold.