Digital marketing terms A–Z

A row of links showing a page's position within a site's hierarchy.

Breadcrumb schema is markup that shows a page's position in the site hierarchy.

A match type that shows ads on searches related to your keyword's meaning.

A single email sent at one time to a whole list or segment, not triggered by behavior.

Finding dead links on other sites and suggesting your working page as a replacement.

An automated email sent when a shopper views products but never adds them to a cart.

Short transitional phrases that pull readers down the page and keep them reading.

How an ad platform spreads a campaign's spend across the time period rather than all at once.

A short non-skippable video ad, up to six seconds long, used for quick brand recall.

A startup efficiency measure comparing cash burned to new recurring revenue added.

A semi-fictional profile of a typical customer used to guide marketing decisions.

The line on an article that names the writer, and sometimes the date or role.

The average cost of acquiring a new customer.

The time it takes for a customer's gross profit to repay the cost of acquiring them.

An ad add-on that displays a phone number so users can call your business.

A call to action worded around the benefit the reader gets, not the task.

Short, non-clickable phrases that highlight features or offers in a search ad.

A short document that defines a campaign's goals, audience, message, and scope.

The 2003 US law setting rules for commercial email, including opt-out and honest headers.

An HTML tag that names the preferred version of a page among duplicates.