Where every click is a journey and every impression counts.
The art of convincing plants to grow in your yard instead of wildly reproducing elsewhere. Marketed as relaxing, but it's really just controlled warfare against weeds, insects, and your own poor planning.
Revenue generated divided by advertising costs. Every dollar spent on ads should return multiple dollars in revenue, or you're funding other people's businesses.
Using data science to predict which users are most likely to take a desired action—basically treating humans like a statistical model and hoping they cooperate.
A clear instruction telling people what to do next ('Sign Up Now,' 'Buy Today,' 'Learn More'). The moment you stop hinting and start commanding.
Ads that automatically customize content based on the viewer's interests, behavior, or demographics. The algorithm does the personalization work for you.
Automatic auction for ad impressions in milliseconds, where advertisers compete and the highest bidder's ad shows. It's the stock market, but faster and for eyeballs.
Statistical characteristics of a population (age, gender, income, location, education) used to define and target audience segments. The lazy marketer's first attempt at precision.
Automated buying of premium inventory directly from publishers, skipping auction-based exchanges—like programmatic advertising but somehow both more efficient and more complicated.
A series of emails or content designed to move prospects through the sales funnel by providing relevant information at each stage. It's patience, automated.
A rectangular advertisement displayed on a webpage, usually ignored by 99.95% of viewers but somehow still a multi-billion dollar industry.
Showing ads to people who have already visited your website but didn't convert—digital stalking with a polite veneer and a display network budget.
Giving credit for a conversion to multiple marketing touchpoints rather than just the last click. It's acknowledging that marketing is a journey, not a moment.
A lead that matches your ideal customer profile and has engaged with your marketing. It's not a customer yet, but they're not random either.
Visitors who find your website through unpaid search results or social media—the validation your marketing team desperately needs without having to spend more money.
Connecting online and offline user data using logged-in identifiers rather than probabilistic guessing—basically asking people who they are instead of playing statistical poker.
Google's system for handling analytics and advertising when users don't consent to tracking. It measures conversions without personally identifying people.
The amount of money an advertiser pays for each click on their ad—the bill arrives one disappointment at a time.
The total revenue a customer generates over their entire relationship with a company, minus acquisition costs. The metric that separates sustainable businesses from the ones burning VC money hoping something sticks.
When different departments (sales, marketing, product) don't share information or work together—essentially organizational dysfunction with a trendy name.
An exclusive auction where publishers offer premium inventory to select advertisers at negotiated prices—the velvet rope version of ad exchanges.
A word or phrase that triggers an ad to appear in search results—basically your best guess at what someone is typing when they're ready to buy.
The cultural phenomenon where something so hilariously terrible becomes wildly popular *because* it's entertaining in its awfulness. It's intentional irony meets mainstream success, where critics and fans collapse into the same audience. Rebecca Black and Jersey Shore are its patron saints.
A Google Ads feature that shows different ads to people based on whether they've visited you before, because once you've been to a party, the host remembers you.
In military and business contexts, to break through defenses, barriers, or market resistance with force or strategy. Sounds aggressive because it literally is.