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Dictionary of Terms

Term	Meaning
PPC advertising	PPC, short for Pay-Per-Click, is a method of purchasing online advertising where products/services are promoted on internet search engines, display networks, and social media. In PPC advertising, payment is made based on the actual number of clicks on the advertisement.
Search Engine Marketing	A form of online marketing that aims to have the website/online store appear in higher positions when searched for specific keywords. The position is determined in real-time auctions based on quality parameters and the offered price.
Google Analytics	Google Analytics is a web analytics tool designed and maintained by Google. The service provides access to statistical data about a website, allowing the tracking of user actions on the site or online store. It supports the analysis of the effectiveness of the marketing and advertising approach used and enables the identification of directions for improvement based on the gathered insights.
Display Advertising	A form of advertising through static or dynamic banners positioned within the content of websites or videos. Display advertising can be carried out by purchasing through advertising networks or by directly requesting positions on specific websites.
Video Advertising	Advertising format through a video that presents a particular business, product, or service. The advertisement is positioned within other videos (before, during, or after them) and is distributed on social networks, YouTube, or other websites.
Remarketing Strategy	A marketing model that aims at subsequent engagement of the audience after they have once visited the website and/or interacted with the brand. Remarketing aims to encourage them to return, make a purchase, and/or complete any actions they may have started previously.
SEO (Search Engine Optimization)	A set of methods for optimizing (improving) the content and technical parameters of a given website in accordance with the requirements of internet search engines. Achieving better rankings in search engines is a goal for every modern website and/or online store, as it leads to increased traffic and enhances the chances of attracting potential customers.
SEO audit	Technical and content analysis (inspection) aimed at determining how optimized the website/online store is according to SEO requirements. It provides the opportunity to identify problem areas and, based on that, take appropriate actions to improve the website’s ranking.
Content Marketing Strategy	A strategy that aims to attract and retain an audience by providing added value through content. This type of strategy includes positioning content both on the website/online store and on other websites/platforms. A well-structured content marketing strategy has a significant impact on organic results in search engines.
Link building	The process of building a network of one-way links (backlinks) on external websites (most commonly blogs, media publications, etc.) that lead to the website/online store. A key component of SEO optimization, it aims to achieve higher rankings in search engine results.
Blog post/article	Content in the form of an article that adds value to the user. Blog posts are usually published in the relevant section of the website/online store. On the one hand, they contribute to its better ranking, and on the other hand, they provide the user with more detailed information about the products, services, and the brand as a whole.
Digital marketing	A service for comprehensive management of positioning a business in the digital space.
Advertising campaign management	Service for comprehensive management of business advertising campaigns, focused on the online space – social networks, platforms, etc. It is based on expert targeting and optimal management of advertising budgets to achieve the best results.
Social media profile management	Service for comprehensive management of business profiles on social networks. It includes: creating a development strategy for the profile on the respective platform, analyzing the competitive environment, analyzing the results, suggestions for activations and developing relationships with followers, suggestions for creating content, and others.
Posting Calendar	A detailed posting plan for what type of posts and with what content will be published on the business’s social networks for a specific period of time. The posting calendar aligns with the business needs and goals set by the website/e-commerce site from a marketing perspective.
Marketing audit	Comprehensive analysis of the marketing of the respective business – brand positioning, advertising campaigns, promotions, customer relations, presence on social networks, commercial campaigns, and others. The obtained data serves to update goals and improve the marketing strategy to achieve better results.
Email Marketing	Email marketing allows free communication directly with customers through newsletters, information about promotions, discounts, and other personalized messages and communications sent every day or periodically.