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A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Example: Google AdWords campaigns.

The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services. Example: Creating viral social media campaigns to get people talking about a brand.

A standalone web page created specifically for a marketing or advertising campaign. Example: A page that visitors arrives on after clicking a PPC ad.

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience. Example: Writing blog posts that answer potential customers' questions.

Marketing phenomena that facilitate and encourage people to pass along a marketing message. Example: A funny video ad that gets shared rapidly on social media.

The initiation of consumer interest or inquiry into products or services of a business. Example: Offering a free ebook in exchange for contact information.

The practice of increasing the quantity and quality of traffic to a website through organic search engine results. Example: Optimizing website content with keywords.

An instruction to the audience to provoke an immediate response, usually using an imperative verb. Example: 'Buy now' or 'Click here' buttons.

The use of social media platforms to promote a product or service. Example: Facebook ads targeted at specific demographics.

An online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience. Example: Sponsored content on a news website that resembles the site's editorial content.

An advertising model where a company pays compensation to third-party publishers to generate traffic or leads to the company’s products and services. Example: Bloggers including links to an online store, receiving a commission for each sale.

A form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Example: Beauty brands partnering with makeup artists on Instagram.

The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. Example: If a Pay-Per-Click ad is seen by 100 people and 1 person clicks on the ad, the CTR is 1%.

The act of sending a commercial message, typically to a group of people, using email. Example: A weekly newsletter with product updates and specials.

The percentage of visitors to a particular website who navigate away from the site after viewing only one page. Example: If 100 visitors come to a homepage and 50 leave without visiting another page, the site’s bounce rate is 50%.

The percentage of visitors to a website that complete a desired action. Example: The ratio of website visitors who made a purchase to the total number of visitors.

The process of gaining website traffic by purchasing ads on search engines. Example: Using Google Ads to show up at the top of the search results.

A type of online advertising that enables sites to show targeted ads to users who have already visited their site. Example: Displaying ads for a product on other sites after the user visited the product page but left without purchasing.

Technology for managing all your company's relationships and interactions with customers and potential customers. Example: Salesforce.