A/B Testing

Also known as split testing, it is a method of comparing two variations of an email (A and B) to determine which performs better in terms of open rates, click-through rates, or conversions.

Ad Copy

The written content or text of a print advertisement that conveys the message and value proposition to the audience.

Ad Exchange

The core of programmatic advertising, an automated media buying strategy, is an ad exchange. The ad exchange can be compared to a stock exchange, except instead of trading in financial assets, it deals in display ad impressions.

Ad Extensions

Additional pieces of information or call-to-action buttons that can be added to a digital ad, providing more context and increasing the ad’s visibility and engagement.

Ad Group

A group of advertising that are targeted towards the same keyword set is known as an ad group. One or more ad groups are included in each PPC campaign. Ads in an ad group are connected in some way.

Ad Rank

A value used by search engines to determine the position of an ad in search results. Ad rank is influenced by factors like bid amount, ad quality, and expected click-through rate.


The process of collecting, measuring, analyzing, and interpreting data to gain insights and make data-driven decisions in marketing and other business areas.

Anchor Text

The visible, clickable text within a hyperlink. Optimizing anchor text helps search engines understand the context and relevance of the linked page.

Attribution Model

A method used to assign credit or value to various marketing touchpoints that contribute to a conversion or sale. Different attribution models (e.g., first-click, last-click, linear) provide different perspectives on marketing effectiveness.

Automated Email

Emails that are triggered and sent automatically based on predefined criteria, such as user actions, time-based triggers, or events. Automated emails include welcome messages, abandoned cart reminders, and birthday emails.


Links from external websites that point to a specific webpage. Backlinks are an important ranking factor in search engines and can improve a website’s authority and visibility.

Banner Ad

An online advertisement that often consists of both text and an image. A banner ad can be static or dynamic and is often supplied by an ad network or display network. It has a hyperlink and is meant to direct people to your landing page or website.