Marketing & Advertising Glossary

A 301 redirect is a permanent HTTP status code that automatically forwards users and search engines from one URL to another, preserving SEO value.

AMP for Email is a framework allowing interactive, dynamic content in emails without requiring recipients to click through to a website.

Direct connection between software systems that enables automatic data exchange, allowing marketing platforms to share campaign metrics and customer insights se

Standardised technical specifications and creative dimensions required by different advertising channels, ensuring ads display correctly across platforms.

Ad Rank determines your Google Ads position on search results. It's calculated using bid amount, ad quality, and expected impact of extensions.

Meta's automated campaign type that uses AI to optimise ad delivery across Facebook, Instagram, and Audience Network with minimal manual input required.

Advertorial is promotional content designed to look like journalism, blending advertising with credible storytelling to engage readers naturally.

Advertorial copywriting is the art of creating promotional content that reads like journalism, blending marketing messages with genuine storytelling t

A transparency layer in digital video that controls which parts of an image are visible or invisible, essential for compositing and visual effects work.

Answer Engine Optimisation is the practice of optimizing content to rank in AI-powered search engines like ChatGPT and Perplexity, which provide direct answers

Art direction is the creative discipline of visually conceptualising and guiding a campaign's aesthetic, from concept through to final execution across all touc

The time window after a social ad click during which a conversion is credited to that ad. Typically ranges from 1 to 28 days depending on platform.

Links from external websites pointing to your site. Backlinks are a key ranking factor in SEO, signalling authority and trustworthiness to search engines.

An automated approach to setting bids in Google Ads that optimises your ad spend towards specific campaign goals like conversions or ROAS.

Technical specifications that define printable areas, safe content zones, and trim edges in print design to prevent cropping errors and ensure quality output.

A structured approach to planning, creating, and distributing blog content that aligns with business goals and audience needs.

Boosted posts promote existing organic content with a budget, while paid ads are purpose-built campaigns with advanced targeting and creative options.

Broad Match casts a wider net for keywords, while Exact Match restricts ads to precise search terms. Each offers different reach and relevance trade-offs.

A technique that forces browsers to load the latest version of a webpage by adding unique identifiers to file URLs, preventing outdated cached versions from dis

Strategic design of buttons, links, or messages that prompt audiences to take a specific action, such as clicking, purchasing, or signing up.

Custom visual designs created specifically for advertising campaigns across print, digital, and outdoor media channels.

Google's automated bidding strategy that allocates your budget across ad groups and campaigns to maximise conversions. CBO simplifies budget management by letti

A systematic review of your content portfolio to identify where similar messaging or topics compete for the same audience, reducing overall campaign effectivene

A canonical URL is the preferred version of a webpage that search engines should prioritise when multiple versions of the same content exist.

Code splitting breaks JavaScript bundles into smaller chunks, loading only what's needed for each page. This improves landing page performance and user experien

Video codecs compress and encode footage for efficient delivery. H.264, H.265, and ProRes are industry standards used in broadcast, streaming, and post-producti

Strategic management of brand social media channels, including content moderation, audience engagement, and community building across platforms.

Compositing is the digital process of combining multiple video layers, effects and elements to create a final polished shot. Essential for modern advertising an

A systematic review of all content assets to evaluate performance, gaps, and opportunities for improvement across your marketing channels.

A structured document that outlines key information, objectives, and guidelines for creating a piece of content, ensuring consistency and clarity across campaig