HubSpot Digital Advertising Certification flashcards
HubSpot Digital Advertising Certification · Build recall with a focused review session.
33 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Buyer persona
- A semi-fictional model of a target segment built from real research, behavior, and pain points that guides targeting, messaging, and channel selection.
- SMART goal
- A goal that is specific, measurable, attainable, relevant, and time-bound, with a numeric target and a deadline attached.
- KPI
- A metric tied directly to a business objective; unlike a vanity metric, it indicates measurable progress toward a defined outcome such as revenue or leads.
- Multi-touch attribution
- A model that distributes conversion credit across several ad interactions before purchase, rather than assigning all credit to the final click.
- Last-click attribution
- A model giving 100 percent of conversion credit to the final click, which typically understates upper-funnel awareness and consideration ads.
- Frequency cap
- A limit on how many impressions a single user receives in a time window, used to control cost and prevent creative fatigue.
- Flighting
- A budget scheduling approach that concentrates spend in bursts around seasonal demand, as opposed to always-on continuous spending.
- Marginal ROAS
- The return generated by the next unit of spend in a channel; budgets shift from lowest to highest marginal ROAS until returns equalize.
- Lookalike audience
- A modeled audience built from a seed list of existing customers or visitors, used to find new users with similar characteristics.
- First-party data
- Data collected directly by the advertiser through its own site, app, CRM, or email list, generally offering better match quality and consent clarity.
- Negative keywords
- Search terms excluded from a campaign so ads do not show for irrelevant queries, reducing wasted spend and improving relevance.
- PAS copy formula
- A copywriting structure that states the Problem, Agitates it, then presents the Solution, ending with a clear call to action.
- Message match
- Alignment between an ad's promise and the landing page headline and offer, which reduces bounce and improves conversion rate.
- Creative fatigue
- Declining ad performance caused by repeated exposure, visible as rising frequency and falling click-through rate, requiring asset refresh.
- Social ad auction
- A ranking system that combines bid, estimated action rate, and ad quality, so higher relevance can lower effective cost per result.
- Learning phase
- A period when an ad set needs a minimum number of optimization events per week to stabilize delivery; frequent edits restart it.
- Ad rank
- A paid search ranking score combining bid with quality inputs such as expected click-through rate, ad relevance, and landing page experience.
- Match types
- Keyword settings (exact, phrase, broad) that control how closely a user's search query must match the keyword, trading reach for control.
- Quality Score
- A one-to-ten estimate of keyword and ad relevance that influences cost per click and ad position in paid search auctions.
- Smart Bidding
- An automated Google Ads bidding strategy using auction-time signals to set bids toward a target CPA, target ROAS, or conversion goal.
- Performance Max
- A Google Ads campaign type consolidating inventory across Search, Display, YouTube, Discover, and Gmail, using asset groups and audience signals.
- Real-time bidding
- An automated auction where each ad impression is sold in milliseconds as a page loads, with demand-side platforms competing on bid.
- DSP and SSP
- The demand-side platform buys ad inventory for advertisers, while the supply-side platform sells publisher inventory; an ad exchange connects them.
- Programmatic guaranteed
- A programmatic deal with fixed pricing and guaranteed volume, unlike open auctions where price and delivery vary by bid.
- ROAS formula
- Return on ad spend equals revenue divided by ad spend; a ROAS of four means four dollars of revenue per dollar spent.
- Break-even ROAS
- The ROAS at which ad spend equals gross profit, calculated as one divided by gross margin; at 25 percent margin it is 4.0.
- CPA formula
- Cost per acquisition equals total cost divided by the number of conversions, used to compare efficiency across campaigns and channels.
- Portfolio bid strategy
- A Google Ads setting that applies one target across multiple campaigns, pooling conversion data to stabilize automated bidding performance.
- Conversion value
- A monetary amount assigned to a conversion action so value-based bidding strategies can optimize toward revenue rather than raw conversion counts.
- Header bidding
- A programmatic technique letting multiple demand sources bid simultaneously before the ad server call, increasing competition and publisher yield.
- View-through conversion
- A conversion counted after a user saw an ad but did not click it, within a defined attribution window that must be applied consistently.
- Statistical significance
- The confidence that a performance difference between ad variants exceeds normal random variance, requiring sufficient sample size before acting.
- Conversion rate
- The percentage of clicks or sessions that result in a conversion, calculated as conversions divided by clicks or sessions.