Glossary

Paid Search

Advertising on search engines (e.g. Google, Microsoft)

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Account Based Marketing (ABM)
A
Acquisition
A
Ad Auction
A
Ad Copy
A
Ad Extension (Google Ads)
A
Ad Fatigue / Ad Saturation
A
Ad Formats
A
Ad Groups (Google Ads)
A
Ad Impression
A
Ad Platform
A
Ad Rank (Google Ads)
A
Ad Relevance (Google Ads)
A
Ads Manager
A
Advocate Marketing
A
Affiliate Marketing
A
Analytics Tool
A
Annual Contract Value (ACV)
A
Attribution
A
Audience
A
Audience Segmentation / Audience Targeting
A
Automated Bidding Strategies (Google Ads)
A
Average CPC
A
Average Deal Size
A
Average Order Value (AOV)
A
Average Revenue Per User (ARPU)
A
Average Session Duration
A
Average Time On Page
A
Average Visit Duration
A
Awareness
A
B2B Content
B
B2B Marketing
B
B2C Marketing
B
Benchmarking
B
Bid Auction (Google Ads)
B
Bid Strategy Type (Google Ads)
B
Blocklist / Blacklist
B
Bottom Of Funnel (BOFU)
B
Bottom of Funnel Conversion Rate
B
Bounce Rate (BR)
B
Brand Affinity
B
Brand Awareness
B
Brand Engagement
B
Brand Positioning
B
Brand Storytelling
B
Brand Values
B
Brand Visibility
B
Business Development Representative (BDR)
B
Business Goals / Business Objectives
B
Business Value Proposition (BVP)
B
Business-To-Business (B2B)
B
Business-To-Consumer (B2C)
B
Buyer Intent Data
B
Buyer Persona
B
Buyer's Journey
B
Buying Cycle
B
Buying Signal
B
C-Level
C
CSV Lists
C
Call-To-Action (CTA)
C
Carousel Ad
C
Case Studies
C
Champion
C
Channel
C
Chatbot
C
Churn Rate
C
Click Share
C
Click-Through Rate (CTR)
C
Clicks
C
Client Lifecycle
C
Close Plan
C
Closed Won
C
Cold Calling
C
Company Page
C
Competitive Insights
C
Competitive Landscape
C
Competitive Research
C
Competitor Analysis
C
Consideration
C
Consumer Barometer
C
Consumer Insights
C
Content Audit
C
Content Calendar
C
Content Creation
C
Content Curation
C
Content Discovery
C
Content Distribution
C
Content Engagement Rate
C
Content Management
C
Content Management System (CMS)
C
Content Marketing
C
Content Optimization System (COS)
C
Content ROI
C
Content Reach
C
Content Repurposing
C
Content Strategy
C
Content Syndication
C
Content Targeting
C
Conversion
C
Conversion Objective
C
Conversion Path
C
Conversion Rate
C
Conversion Tracking
C
Cookie Tracking
C
Cost / Conversion
C
Cost Per Acquisition (CPA)
C
Cost Per Action (CPA)
C
Cost Per Click (CPC)
C
Cost Per Conversion (CPC)
C
Cost Per Download (CPD)
C
Cost Per Engagement (CPE)
C
Cost Per Mille (CPM)
C
Cost Per Opportunity (CpOpp or CPO)
C
Cost Per View (CPV)
C
Cost per Lead (CPL)
C
Cost per Qualified Lead (CpQL)
C
Cost per Thousand Impressions (CPM)
C
Creative Brief
C
Creative Strategy
C
Customer Acquisition Cost (CAC)
C
Customer Churn Rate
C
Customer Engagement
C
Customer Experience (CX)
C
Customer Journey
C
Customer Lifetime Value (CLV Or CLTV)
C
Customer Persona
C
Customer Relationship Management (CRM)
C
Customer Testimonials
C
Data Management Platform (DMP)
D
Decision Maker
D
Deliverables
D
Delivery Rate
D
Demand Generation
D
Demand Waterfall
D
Demand-Side Platform (DSP)
D
Demographics
D
Direct Mail
D
Direct Mail Or Message (DM)
D
Direct Marketing
D
Direct Traffic
D
Display Ads / Display Advertising
D
Display Network
D
Display Partner
D
Domain Authority/Domain Rating
D
Double Opt-In
D
Dynamic Ads
D
Dynamic Content
D
Dynamic Keyword Insertion (DKI)
D
Earned Media
E
Email Bounce Rate
E
Email Click Rate
E
Email Deliverability
E
Email List Churn Rate
E
Email Marketing
E
Email Open Rate
E
Employee Advocacy
E
Enablement
E
Engagement
E
Engagement Rate
E
Event Tracking
E
Evergreen Content
E
Exact Match (Google Ads)
E
Exclusion Audience
E
Executive Profile
E
Executive Sponsor
E
Expansion
E
Expected CTR
E
Expertise, Authority, Trust (E-A-T)
E
Explicit Lead Scoring Metric
E
Facebook Business Manager
F
Facebook Carousel
F
Facebook Event
F
Facebook Pixel
F
Firmographic Segmentation
F
First Response Time
F
First-Party Data
F
Follower Growth Rate
F
Form
F
Framework
F
Frequency
F
Friction Points
F
Funnel
F
Gated Content
G
General Data Protection Regulation (GDPR)
G
Geo-Targeting
G
Geofencing
G
Go To Market
G
Google Analytics 4 (GA4)
G
Google Display Network (GDN)
G
Google Keyword Planner
G
Google Search Console
G
Google Tag Manager (GTM)
G
Guerrilla Marketing
G
Hero Image
H
Hybrid (Revenue Model)
H
Ideal Customer Profile (ICP)
I
Impression Share
I
Impression To Conversion Rate (Imp Cvr)
I
Impressions
I
In-Market Audiences
I
InMail / Conversation Ad
I
Inactive Client
I
Inbound Marketing
I
Inbound Methodology
I
Inbound Strategy
I
Inclusion List / Whitelist
I
Industry Influencers
I
Industry Trend Research
I
Influenced Customers
I
Influencer Engagement Rate
I
Informational Keyword
I
Instream Pre-Rolls
I
Integrated Marketing
I
Integrated Marketing Communication (IMC)
I
Intent Signals
I
Interstitial Ad
I
Inventory
I
Jobs To Be Done
J
Key Performance Indicator (KPI)
K
Keyword
K
Keyword Cannibalization
K
Keyword Rankings
K
Keyword Research
K
Landing Page
L
Landing Page Experience
L
Lead
L
Lead Enrichment
L
Lead Flow
L
Lead Generation
L
Lead Nurturing
L
Lead Nurturing Funnel
L
Lead Response Time
L
Lead Scoring
L
Lead to Customer Rate
L
Lead to Qualified Lead Conversion Rate %
L
LifeTime Value (LTV)
L
Lifecycle Stages
L
LinkedIn Sales Navigator
L
List Growth Rate
L
Location Targeting
L
Location-Based Advertising
L
Long Tail Keywords
L
Lookalike Audience
L
Machine Learning
M
Market Gaps
M
Market Research
M
Market Share
M
Market Trends
M
Marketing Automation (MA)
M
Marketing Automation Workflow
M
Marketing Qualified Lead (MQL)
M
Marketing-360
M
Maslow’s Hierarchy Of Needs
M
Match Type
M
Maximum Bids
M
Media Brief
M
Media Strategy
M
Meeting Booking Software
M
Meta Description Tag
M
Metatag
M
Metrics
M
Middle of Funnel (MOFU)
M
Middle of Funnel Conversion Rate
M
Milestones
M
Mindmap
M
Mobile Ad Server
M
Mobile Banner
M
Mobile Marketing
M
Mobile Optimization
M
Monthly Recurring Revenue (MRR)
M
Months to Recover CAC
M
Most Aware
M
Naming Convention
N
Native Ads / Native Advertising
N
Navigational Keyword
N
Negative Keywords
N
Net New
N
Nurturing Prospects
N
Off-Page Optimization
O
Offer
O
Offer Aware
O
Omnichannel Marketing
O
On-Boarding Client
O
On-Page Optimization
O
One-To-Many (ABM)
O
One-To-One (ABM)
O
Open Opportunity Rate
O
Open Rate (OR)
O
Opportunity (Opp)
O
Opportunity Methodologies
O
Optimization Score
O
Organic Click-Through Rate
O
Organic Listing
O
Organic Search
O
Organic Search Conversion Rate
O
Organic Traffic
O
Organizational Flow
O
Organizational Maturity
O
Outbound Links
O
Outbound Marketing
O
Outreach
O
Owned Media
O
Owned Research
O
Page Authority/URL Rating
P
Page Experience Signals
P
PageRank
P
Paid Media
P
Paid Review
P
Paid Search
P
Paid Social
P
Pain Points
P
Pareto Principle
P
Pay Per Click (PPC)
P
Permission-Based Marketing
P
Personas
P
Phone-Through Rate (PTR)
P
Pipe-to-Spend
P
Pipeline
P
Pipeline-to-Spend Ratio
P
Pixel
P
Placement Targeting
P
Point Of Contact (POC)
P
Position Zero
P
Positioning
P
Predictive Analysis
P
Predictive Analytics
P
Predictive Content
P
Premium Network Buy
P
Primary Data
P
Problem Aware
P
Product Aware
P
Product-Led
P
Programmatic Advertising
P
Programmatic Display
P
Project Brief
P
Psychographics
P
Qualified Lead
Q
Qualified Lead to Closed Won Opp Conversion Rate %
Q
Qualified Lead to Meetings Booked Conversion Rate %
Q
Qualified Lead to Opportunity Conversion Rate %
Q
Quality Score
Q
Ranking Factors
R
Reach
R
Real-Time Bidding
R
Redirect
R
Referral Traffic
R
Remarketing
R
Renewal Rate
R
Request for Proposal (RFP)
R
Responsive Web Design
R
Responsive Website
R
Retargeting Audience
R
Retention Stage
R
Return On Ad Spend (ROAS)
R
Return On Marketing Investment (ROMI)
R
Return on Investment (ROI)
R
Revenue
R
Revenue Churn (MRR churn rate)
R
Revenue Operations (RevOps)
R
Revenue Per Email Sent
R
Rich Media
R
SEO Audit
S
SEO ROI
S
SMART Goals
S
SWOT Analysis
S
Sales Accepted Lead (SAL)
S
Sales Development Representative (SDR)
S
Sales Enablement
S
Sales Funnel
S
Sales Method
S
Sales Qualified Lead (SQL)
S
Sales Qualified Opportunity (SQO)
S
Sales-Led
S
Search Engine Advertising (SEA)
S
Search Engine Algorithm
S
Search Engine Index
S
Search Engine Marketing (SEM)
S
Search Engine Optimization (SEO)
S
Search Engine Results Pages (SERPs)
S
Search Impression Share
S
Search Intent
S
Search Query
S
Search lost IS (budget)
S
Search lost IS (rank)
S
Search top IS
S
Second Price Auction
S
Secondary Data
S
Segmentation
S
Sentiment Analysis
S
Service Level Agreement (SLA)
S
Service Organization Control Type 2 (SOC 2)
S
Session Duration
S
Share Of Wallet (SOW)
S
Short-Tail Keywords
S
Single Opt-In
S
Site Speed
S
Site Traffic
S
Situation Analysis
S
Small and Medium Business (SMB)
S
Social Account Management Tools
S
Social Account Plan
S
Social Assets
S
Social Channels
S
Social Listening
S
Social Media Traffic to Website
S
Soft Bounce
S
Software As A Service (SaaS)
S
Solution Aware
S
Source
S
Source Report
S
Sponsored Content
S
Sponsorships
S
Stakeholder
S
Style Guide
S
Submission Rate
S
Subscribe
S
T-Shaped Marketer
T
Tactic
T
Target Account Audience
T
Target Bids
T
Target Persona
T
Targeting
T
Technical SEO
T
Technographic Segmentation
T
Technographic Tools
T
Text Link
T
Thank-You Page
T
Third-Party Data
T
Thought Leadership
T
Tone Of Voice
T
Top of Funnel (TOFU)
T
Top of Funnel Conversion Rate
T
Total Order Value (TOV)
T
Touchpoint
T
Tracking
T
Tracking Pixel
T
Traditional Marketing
T
Traffic
T
Transactional Keyword
T
Trend
T
Trigger Event
T
TrueView (YouTube)
T
TrueView In-Stream
T
TrueView Video Discovery
T
URL Parameter
U
UTM
U
Unaware
U
Unique Selling Point (USP)
U
Unsubscribe Rate
U
Uplift Modelling
U
Upselling
U
Usability Testing
U
User Experience (UX)
U
User Intent
U
User Interface (UI)
U
User Journey
U
User Persona
U
User-Generated Content (UGC)
U
Vanity Metrics
V
Video Aspect Ratio
V
Video Interstitial
V
Video On Demand (VOD)
V
Video Thumbnail
V
View-Through Conversion
V
Viral Coefficient of Social Content
V
Viral Content
V
Voice Search
V
Web Crawler
W
Webhook
W
Webinar
W
Website Optimization
W
White Hat SEO
W
White Paper
W
Wide Skyscraper
W
WireFrame
W
Word Of Mouth (WOM)
W
Workflow
W
YouTube Masthead
Y

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