Brand bidding

Brand bidding, also known as PPC brand bidding, is a digital marketing strategy where businesses bid on branded terms or keywords associated with a third party, often a competitor. When a company engages in brand bidding, it bids on keywords related to another company’s brand.

View-Through Conversion

A View-Through Conversion is a type of conversion tracking that measures the number of visitors who saw an ad but did not click on it, but later converted. This metric is used to determine the impact of display ads on user behaviour, even if the user doesn’t click on the ad. The period after an impression during which a view-through conversion will be recorded is called the view-through conversion window. A longer view-through conversion window will usually increase the number of view-through conversions recorded.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is a crucial component of digital marketing that can help businesses increase their online visibility, attract more customers, and drive more revenue. However, achieving long-term success with SEO requires ongoing effort and expertise.

SEO is the process of improving a website’s visibility and ranking in search engine results pages (SERPs) through unpaid or organic means. The goal of SEO is to increase the quantity and quality of traffic to a website from search engines. To achieve this, SEO involves optimizing various aspects of a website, such as its content, structure, and HTML code, to make it more attractive to search engines and users alike.

There are three main categories of SEO: on-page SEO, off-page SEO, and technical SEO. On-page SEO refers to optimizing the content and structure of a website’s individual pages. Off-page SEO involves building backlinks to a website from other reputable sites. Technical SEO focuses on improving the technical aspects of a website, such as its speed, mobile-friendliness, and security.

In summary, SEO is an essential tool for businesses looking to improve their online presence and attract more customers. By optimizing their websites for search engines, businesses can increase their visibility and reach a wider audience.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is a digital marketing strategy that aims to increase the visibility of websites in search engine results pages (SERPs) using paid advertising. It is also known as paid search marketing or pay-per-click (PPC). SEM involves using various tools, techniques, and strategies to improve a website’s visibility and increase its chances of appearing at the top of search results. There are two main ways to achieve a high ranking in the search results: organic results and paid results. Organic results are determined by Google’s algorithm, which considers factors like the quality of your website’s content and how well it matches the user’s search query. Paid results, on the other hand, require you to pay for each click your ad gets to appear in these paid positions. You can use platforms such as Google Ads to advertise on search engines, bid for advertising space, and pay when someone clicks on your ad. The most popular platform for SEM is Google Ads, but there are other options available, such as Bing Ads.

Search Engine Indexing

Search engine indexing is the process of collecting, parsing, and storing data to enable fast and accurate information retrieval. The design of an index incorporates interdisciplinary concepts from linguistics, cognitive psychology, mathematics, informatics, and computer science. Web indexing is an alternate name for this process in the context of search engines designed to find web pages on the Internet. Popular search engines focus on full-text indexing of online natural language documents. In addition to text-based documents, media types such as pictures, video, audio, and graphics are also searchable.


TOFU (Top of the funnel) refers to the marketing activities carried out in the earliest stages to create awareness about a brand or product. It is part of the theoretical customer journey also called a “purchase journey.” TOFU helps marketers spread awareness, educate prospects, and create a buzz about a product, service or brand.

Third-party data

Third-party data is data that is collected by an entity or a provider who has no direct connection or relationship with the users. Data from different sources, such as government, non-profit, or academic ones (e.g., weather data, public demographic data), can be combined or exchanged on data marketplaces or platforms. It is used in marketing to run targeted ad campaigns, discover new audiences, or get insights about current users. However, it may not be as accurate or useful as first-party, and it may have issues with compliance and privacy regulations.

Technical SEO

Technical SEO is the practice of improving a website’s technical aspects to increase its pages’ ranking in search engines. The pillars of technical search engine optimization are making a website faster, easier to crawl, and more understandable for search engines. Technical SEO is part of on-page SEO, which focuses on improving elements on your website to get higher rankings. It is the opposite of off-page SEO, which is about generating exposure for a website through other channels.


Targeting is the practice of directing marketing efforts and resources towards specific market segments that are defined by demographic, contextual, and behavioural traits that have the highest potential for return on investment.