A model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically.
A type of performance-based advertising where you receive commission for promoting someone else’s products or services on your website.
The percentage of your audience that advances (or clicks through) from one part of your website to the next step of your marketing campaign.
The process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses on marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need.
A business methodology that attracts customers by creating valuable content and tailored experiences tailored to them. Unlike outbound marketing, inbound marketing does not need to fight for potential customers' attention.
The process of increasing the percentage of users who perform a desired action on a website. Desired actions can include purchasing a product, clicking 'add to cart', signing up for a service, filling out a form, or clicking on a link.
A semi-fictional character that represents the ideal customer based on real data and some select educated speculation about demographics, behaviors, motivations, and goals.
The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.
A business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way that a virus spreads from one person to another.
The use of software to purchase digital advertising, as opposed to the traditional process that involves human negotiation and manual insertion orders. It uses machines and algorithms to buy display space.
A tactic that involves showing ads to users who have visited your website, or used your mobile app, when they browse the web or use social media. This strategy keeps your brand in front of bounced traffic after they leave your website.
A metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content – factors include likes, shares, comments, and more.