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A standalone web page created specifically for a marketing or advertising campaign, where a visitor 'lands' after they click on a link in an email, or ads from Google, YouTube, Facebook, Instagram, or similar places on the web.

A rating in online advertising platforms like Google AdWords that influences both ad position and cost per click (CPC) of ads.

An online advertising model in which advertisers pay each time a user clicks on one of their online ads.

The total number of people who see your content. Unlike impressions, which can include multiple views by the same user, reach refers to the total number of unique users who view the content.

Information about products, services, and experiences that is transmitted from consumer to consumer.

The process involved in creating a unique name and image for a product in the consumers' mind, mainly through advertising campaigns with a consistent theme.

A metric used to assess the level of interaction users have with the content. It can include likes, comments, shares, and saves.

A form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

A marketing strategy that is targeted toward teens, young adults, and children who have significant spending power and influence over the purchasing decisions of their family.

A demographically diverse group of people assembled to participate in a guided discussion about a particular product before it is launched, or to provide ongoing feedback on a political campaign, television series, etc.

A limitation on the number of times a specific visitor is shown a particular advertisement to avoid overexposure.

The number of times an advertisement is seen by viewers. This does not necessarily indicate that the ad has been clicked or engaged with.

A short, catchy piece of music or tune that is used in advertising to make the ad memorable and to reinforce the product or service being advertised.

A type of advertising that matches the form and function of the platform on which it appears.

A specific group of consumers at which a company aims its products and services.

The point in the buying cycle when the consumer researches a product, often before the seller even knows that they exist. It is influenced greatly by word-of-mouth and reviews.

A type of advertising campaign that seeks to elicit an action (e.g., a purchase, a sign-up, or a visit) from a selected group of consumers in response to communication from a marketer.

Statistical data relating to the population and particular groups within it, often used to identify target markets for advertisements. For example, demographics can include age, gender, income, and education level.

A standard measure in advertising that reflects the impression delivered by a media plan versus the size of the target audience, expressed as a percentage of the target audience reached multiplied by the frequency. For example, a GRP of 100 means the campaign reached the equivalent of 100% of the target audience's population.

The number of people who have seen your content through unpaid distribution, and it's essential for understanding how effectively your content is performing.

The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.

The degree of efficiency maintained by firms under conditions of imperfect competition such as monopolistic competition.

The act of writing text for the purpose of advertising or other forms of marketing.

A method of comparing two versions of a webpage or app to see which one performs better.

Publicity gained through promotional efforts other than paid advertising, such as customer reviews, media coverage, or word of mouth.

The process of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.

A measurable value that demonstrates how effectively a company is achieving key business objectives.

A promise of value to be delivered and a belief from the customer that value will be experienced. It can apply to an entire organization, or parts thereof, or customer accounts, or products or services.

The value of a brand based on the extent to which it has high brand loyalty, name awareness, and other assets such as patents and trademarks.

An advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

The combination of communication channels used to meet marketing objectives, such as social media, TV, print, radio, and online.