Google Digital Marketing & E-commerce flashcards

34 cards. Read the term and the definition here. The deck at the top of this page is optional.

Owned media

Channels a brand fully controls, such as its website, blog, app, and email list. Owned media supports long-term audience building without per-impression cost.

Earned media

Publicity a brand receives without paying for placement, including reviews, shares, mentions, and press coverage. It relies on customer experience and word of mouth.

Buyer persona

A profile of a target customer segment describing demographics, goals, pain points, and preferred channels. Teams use personas to choose messages, channels, and content formats.

Customer lifetime value

The estimated total profit a customer generates over the whole relationship. Comparing it with acquisition cost shows whether a channel or segment is profitable.

Marketing funnel

The staged path from awareness to consideration, conversion, and loyalty. Each stage uses different channels and metrics, such as reach early and repeat rate late.

Unique selling proposition

A concise statement of what makes a product different from and better than competitors. It guides positioning, ad copy, and landing page messaging.

Search engine optimization

Earning organic search visibility by improving content relevance, technical crawlability, page speed, and link authority. SEO targets queries customers already type into search engines.

Keyword intent

The purpose behind a search query: informational, navigational, commercial, or transactional. Matching page content to intent improves relevance and conversion.

Click-through rate

The share of impressions that produce clicks, calculated as clicks divided by impressions. It measures how well an ad, post, or listing attracts interest.

Message match

Consistency between the promise in an ad or post and the headline of the landing page it links to. Strong match reduces bounce and raises conversion.

Content calendar

A schedule listing publish dates, channels, topics, formats, owners, and calls to action for planned content. It keeps publishing consistent and aligned with campaigns.

Paid search match types

Settings that control how closely a query must match a keyword: broad, phrase, and exact. Tighter match reduces wasted spend but limits reach.

Marketing qualified lead

A contact judged interested enough by marketing engagement criteria to deserve sales follow-up. Scoring rules based on behavior and fit define the threshold.

Lead magnet

A free resource such as a guide, webinar, or discount offered in exchange for contact details. It should match the audience's funnel stage and problem.

Lead scoring

Assigning points for fit attributes and engagement behaviors to rank leads. Higher scores trigger sales outreach or more personalized nurture content.

Conversion path

The sequence of steps from first touch to a desired action such as signup or purchase. Mapping it reveals friction points like extra fields or slow pages.

Customer relationship management

Software storing contact records, interaction history, and pipeline stages. Clean, deduplicated CRM data enables segmentation, follow-up, and accurate reporting.

Open rate

The number of email opens divided by messages delivered. It is affected by subject line, sender name, send time, and inbox placement.

Click-to-open rate

Clicks divided by opens, showing how compelling the email body is to people who opened. It isolates content performance from subject line performance.

Welcome series

An automated sequence sent after someone subscribes. It introduces the brand, sets expectations, and often delivers the strongest engagement of any campaign.

Email authentication

Technical records such as SPF, DKIM, and DMARC that verify a sender's identity. They improve deliverability and reduce spoofing and spam filtering.

List segmentation

Dividing subscribers by behavior, purchase history, lifecycle stage, or location. Segmented sends raise relevance, clicks, and revenue while lowering unsubscribes.

Abandoned cart email

An automated message sent when a shopper leaves items unpurchased. Timely reminders with product details and incentives recover otherwise lost sales.

Cost per acquisition

Total campaign spend divided by the number of conversions. It shows what each sale or signup costs and is compared against customer value.

Return on ad spend

Revenue divided by advertising spend. A value above one means ads generated more revenue than they cost, before other business expenses.

Attribution model

A rule assigning conversion credit across touchpoints, such as last click, first click, linear, or position-based. Different models value channels differently.

UTM parameters

Tags appended to URLs, such as source, medium, and campaign, that identify where traffic came from. They let analytics tools separate channels accurately.

Conversion rate

Conversions divided by sessions or visitors, expressed as a percentage. It measures how effectively traffic turns into desired actions like purchases.

Cart abandonment

When a shopper adds items to a cart but leaves without completing checkout. Common causes include unexpected costs, forced accounts, and slow checkout.

Guest checkout

An option to buy without creating an account. It removes a friction step and typically reduces abandonment, especially for first-time buyers.

Product listing optimization

Improving titles, images, bullets, and keywords on marketplace or store listings. It raises search visibility and answers buyer questions before purchase.

Net Promoter Score

The percentage of promoters minus the percentage of detractors on a zero-to-ten likelihood-to-recommend question. Scores range from minus one hundred to one hundred.

Repeat purchase rate

The share of customers who have ordered more than once. It indicates retention strength and is often compared across cohorts and acquisition channels.

Win-back campaign

A targeted message series sent to customers inactive for a defined period. It aims to re-engage them with offers, reminders, or new product news.