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D378 Digital Marketing Science - Terms Challenge Activity
Questions with Detailed Verified Answers
A/B testing
Ans: The process of comparing two versions of a web page (or another marketing item,
like email) to see which one performs better with searchers. An A/B test will vary one
specific element of a web or landing page, e.g., the social proof or the call to action—
while leaving all other elements on the page the same.
ad extensions
Ans: Expanding an ad with additional pieces of information that do not fit in the
headlines and descriptions due to character limits.
ad group
Ans: An ad group is made up of one or more pay per click ads that target a shared set
of keywords. A marketing ad campaign is made up of one or more ad groups.
ad server
Ans: A web-based technology for storing and serving advertisements to website
visitors whenever a webpage is loaded.
AIDA
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Ans: A four-step behavioral model of the buying cycle, which begins with Awareness;
moves on through Interest and Desire; and culminates in Action.
Algorithms
Ans: A mathematical procedure or formula that is used to rank websites. They are also
used in a variety of other ways, such as in information security in order to encrypt and
decrypt information.
amplification rate
Ans: This is a measure of how content is shared among followers in your network with
people in their network.
anchor text
Ans: This is the highlighted text contained in a hypertext link. Upon clicking on the
hyperlink, the user is directed to another website.
Android
Ans: A mobile operating system created by Android, Inc. It was later acquired and
developed by Google for use primarily in touchscreen mobile devices such as
smartphones and tablets.
app store
Ans: A digital distribution platform for mobile apps. The Apple version is known as the
Apple App Store, while Android devices use the Google Play store.
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application programming interface
Ans: APIs control how software programs work or interact with other programs. APIs
also reduce effort and the code needed to access software residing in code libraries.
Autocomplete
Ans: A software feature that predicts what a writer is typing and completes a word or a
form on the basis of what has been typed before.
B2B
Ans: Business-to-business marketing, or marketing related to the exchange of products
and services between businesses. The opposite of B2C, or business-to-consumer,
marketing.
Backlinks
Ans: Incoming links to a webpage. The quantity, quality, and relevance of backlinks
influence search engine rankings.
banner ad
Ans: Web advertisements that are embedded into a web page. These link to the
advertiser's website when clicked on.
Baseline
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Ans: A starting point or benchmark that is used to measure or compare changes that
are later introduced onto a website, process or marketing message, etc. For example, a
marketing message can be compared to a web page that has not had any changes
made to it to see if the message was effective in raising awareness, generating traffic,
etc.
Behavioral marketing
Ans: (See: Behavioral targeting) A technique to use a web user's previous web
browsing behavior to customize the types of ads they receive.
Behavioral targeting
Ans: A technique to use a web user's previous web browsing behavior to customize the
types of ads they receive.
behavioral triggers
Ans: Specific behaviors or actions that prompt predetermined responses within an
automated workflow.
Benchmarking
Ans: A method of observing the performance of peer organizations in certain areas
such as advertising, strategies, and policies, etc. An organization then adjusts its efforts
in order to improve in these areas.
BIA
© Get it right 2025 Getaway - Stuvia US All rights reserved
D378 Digital Marketing Science - Terms Challenge Activity
Questions with Detailed Verified Answers
A/B testing
Ans: The process of comparing two versions of a web page (or another marketing item,
like email) to see which one performs better with searchers. An A/B test will vary one
specific element of a web or landing page, e.g., the social proof or the call to action—
while leaving all other elements on the page the same.
ad extensions
Ans: Expanding an ad with additional pieces of information that do not fit in the
headlines and descriptions due to character limits.
ad group
Ans: An ad group is made up of one or more pay per click ads that target a shared set
of keywords. A marketing ad campaign is made up of one or more ad groups.
ad server
Ans: A web-based technology for storing and serving advertisements to website
visitors whenever a webpage is loaded.
AIDA
© Get it right 2025 Getaway - Stuvia US All rights reserved
,Click here for more: Scholars nexus
Ans: A four-step behavioral model of the buying cycle, which begins with Awareness;
moves on through Interest and Desire; and culminates in Action.
Algorithms
Ans: A mathematical procedure or formula that is used to rank websites. They are also
used in a variety of other ways, such as in information security in order to encrypt and
decrypt information.
amplification rate
Ans: This is a measure of how content is shared among followers in your network with
people in their network.
anchor text
Ans: This is the highlighted text contained in a hypertext link. Upon clicking on the
hyperlink, the user is directed to another website.
Android
Ans: A mobile operating system created by Android, Inc. It was later acquired and
developed by Google for use primarily in touchscreen mobile devices such as
smartphones and tablets.
app store
Ans: A digital distribution platform for mobile apps. The Apple version is known as the
Apple App Store, while Android devices use the Google Play store.
© Get it right 2025 Getaway - Stuvia US All rights reserved
,Click here for more: Scholars nexus
application programming interface
Ans: APIs control how software programs work or interact with other programs. APIs
also reduce effort and the code needed to access software residing in code libraries.
Autocomplete
Ans: A software feature that predicts what a writer is typing and completes a word or a
form on the basis of what has been typed before.
B2B
Ans: Business-to-business marketing, or marketing related to the exchange of products
and services between businesses. The opposite of B2C, or business-to-consumer,
marketing.
Backlinks
Ans: Incoming links to a webpage. The quantity, quality, and relevance of backlinks
influence search engine rankings.
banner ad
Ans: Web advertisements that are embedded into a web page. These link to the
advertiser's website when clicked on.
Baseline
© Get it right 2025 Getaway - Stuvia US All rights reserved
, Click here for more: Scholars nexus
Ans: A starting point or benchmark that is used to measure or compare changes that
are later introduced onto a website, process or marketing message, etc. For example, a
marketing message can be compared to a web page that has not had any changes
made to it to see if the message was effective in raising awareness, generating traffic,
etc.
Behavioral marketing
Ans: (See: Behavioral targeting) A technique to use a web user's previous web
browsing behavior to customize the types of ads they receive.
Behavioral targeting
Ans: A technique to use a web user's previous web browsing behavior to customize the
types of ads they receive.
behavioral triggers
Ans: Specific behaviors or actions that prompt predetermined responses within an
automated workflow.
Benchmarking
Ans: A method of observing the performance of peer organizations in certain areas
such as advertising, strategies, and policies, etc. An organization then adjusts its efforts
in order to improve in these areas.
BIA
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