- A/B TestsCreating 2 versions of a digital asset to see which one users respond to better. Examples of assets include a landing page, display ad, marketing email, and social post. In an A/B test, half of your audience automatically receives version A and half receives version B The performance of each version is based on conversion rate goals such as the percentage of people who click on a link, complete a form, or make a purchase.
- Abandoned CartWhen a user adds a product to the online shopping cart of an e-commerce site but doesn't proceed to checkout and complete the purchase. Users may abandon because they aren't ready to buy. Instead, they are using their cart as more of a "wish list" as they shop around and compare prices. Setting up automatic, personalized email alerts to remind users they have items in their cart is often just the nudge they need to finish checking out.
- Ad CopyThe words in your advertising messages to customers. Ad copy can be the headline of a display ad, the subject line of a marketing email, the call to action (CTA) of a Facebook ad, or the script of a video or TV spot. Ad copy is distinguished from ad design elements such as photography and illustration, although copy and design should always work together as a whole.
- Ad ExtensionsSpecific information you can tack onto your Google Ads to help them perform better. There are several options, including: store location, call button, product pricing, seller rating, app download, and additional website links. Google doesn't charge extra for having extensions. But it does charge a pay-per-click (PPC) fee when users click on most types of extensions, just like when users click on an ad itself.
- Ad NetworkA service that offers online ad space for sale to advertisers. This space can represent inventory from hundreds and thousands of websites. A general rule is that some inventory is more valuable than others, so it costs advertisers more. Think of buying a TV ad placement during the big game versus during a mop infomercial at 3 am. Depending on the ad network, the payment structure may be based on cost per thousand impressions (CPM), cost per click (CPC), or cost per acquisition (CPA).
- AdSenseA Google marketing program that pays website publishers for allowing relevant ads from Google to run on their sites automatically. Keywords determine relevance. The ads can include text, images, and video. They are designed to be high quality but unobtrusive to the websites content across desktop and mobile devices. Publishers have some control in rejecting ads they don't like and prioritizing ads they like best. Payment to publishers is usually on a pay-per-click (PPC) basis.
- Advertising BudgetThe money a company puts toward promoting its products and services to its target audiences. An advertising budget typically spans the cost of paid media, photography, printing, mailing, and the support of advertising professionals. Some businesses set their advertising budget based on a percentage of sales. Whatever your method, keep your return on investment (ROI) in mind. Any vendor should be able to give you a clear idea of what you should expect in return for the expense.
- AdvertorialAdvertising and editorial content combined. If you think of a traditional printed magazine or newspaper, the line between ads and editorial articles is distinct and often literal. An advertorial brings the 2 formats together to educate readers about a product through an editorial-esque storytelling experience. They've become a popular online advertising tactic that is typically labeled "sponsored" or "paid" so as not to mislead users about the source of the information.
- Affiliate MarketingMarketing based on a relationship between an online advertiser and website publishers where the advertiser pays for leads or revenue that comes from the publishers sites. It's a form of value sharing or commission sharing. Partnering with affiliates extends your advertising reach and increases your relevance with target audiences for a limited investment. You only pay for performance. Bloggers can make great affiliates.
- Affiliate NetworkA specially selected group of website publishers who partner with an advertiser to deliver leads or sales and receive a commission based solely on their performance. Here's a simple example: A shoe company partners with a few highly influential fashion bloggers. The bloggers include ads and links promoting the companys shoes on their sites. The shoe company pays the bloggers a commission on the sales generated. Affiliate networks offer advertisers "prepackaged" affiliate programs.
- Alt TextText that shows in place of images or pops up when you hover your mouse over an image. Alt text, or alternative text, is written into the HTML code of a web page to describe an image in case the image doesn't show. This can happen for a few different reasons. Some users may have images turned off so web pages load faster. Other users may have low vision or blindness, so they use special screen readers that translate web page text into an audio or a Braille-like touch format. Alt text also(...) Read More
- Anchor TextThe wording of a link on a website, in an email, or within another digital asset. One example of anchor text is read more. Anchor text is an important part of the user experience. You want your users to be clear on where your links are going and be satisfied that the destination is what they expected. Search engines also take your anchor text into account when they rank your site pages for relevance.
- Audience SegmentationA marketing strategy based on identifying subgroups within the target audience in order to deliver more tailored messaging for stronger connections. The subgroups can be based on demographics such as geographic location, gender identity, age, ethnicity, income, or level of formal education. Subgroups can also be based on behavior such as purchases made in the past. Psychographics come into play when you have access to insights about your audiences values, attitudes, and beliefs.
