A01 chaf6542 06 se fm indd

Content marketing strategy 

Selecting, sourcing, 

scheduling and encouraging sharing of the most relevant 

types of content to meet your business goals.

Contextual display network 

Contextual ads are 

automatically displayed according to the type of content 

on partner publisher sites by the search engine.

Z01_CHAF6542_06_SE_GLOS.indd   652

7/22/14   1:39 AM

---

653

Glossary

Control page 

The page against which subsequent 

optimisation will be assessed. Typically a current landing 

page. When a new page performs better than the existing 

control page, it becomes your control page in subsequent 

testing. Also known as ‘ champion-  challenger’.

Conversion marketing 

Using marketing 

communications to maximise conversion of potential 

customers to actual customers and existing customers to 

repeat customers.