Glossary

The growth marketing glossary

Plain-English definitions of the search, paid, email and automation terms you’ll hear from us, each with an example and what to do about it.

D

Digital Advertising: Formats, Channels and Measurement
Digital advertising is paid promotion delivered through online channels, including search engines, social media, video platforms, websites, apps,…

Paid Advertising: Models, Costs and How to Get Started
Paid advertising is buying placements, on search engines, social platforms, video sites, websites and apps, to show your…
Pay-Per-Click (PPC) Advertising: How It Works in 2026
Pay-per-click (PPC) advertising is a model where you pay each time someone clicks your ad, most often on…

Remarketing: How It Works and How to Use It Well
Remarketing is showing tailored ads or messages to people who have already interacted with your business, for example…

What are LinkedIn Thought Leader Ads?
LinkedIn Thought Leader Ads are sponsored posts that promote content published by individual LinkedIn members, such as founders,…
What are TikTok Spark Ads? How They Work and When to Use
TikTok Spark Ads are a native ad format that promotes organic TikTok posts, from your own account or…
What is Meta Advantage+? Campaigns and Settings Explained
Meta Advantage+ is Meta's portfolio of AI-automated ad products for Facebook and Instagram, including Advantage+ sales, app and…
What is Performance Max? Google Ads PMax Explained
Performance Max is a goal-based Google Ads campaign type that uses Google AI to serve ads across all…
What Is Search Engine Marketing (SEM)? How It Works
Search engine marketing (SEM) is promoting a business in search engine results, most often through paid search ads…

Get an audit of your search, ads and funnel, and a clear plan for what to fix first.