Letter B

BANT is a classic B2B lead qualification based on four criteria: Budget, Authority, Need, Timeline.

Bid is the advertiser’s bid in the auction: the maximum amount you are willing to pay for a click, impression or targeted action.

Bounce rate is the percentage of visits without action on the site. Yandex.Metrica and Google Analytics count differently - this is often confused.

Brand awareness is the share of the audience that knows the brand and remembers it in the desired category. Affects the cost of all performance below.

Brand Equity is the intangible value of a brand: people’s willingness to pay more and choose it rather than an analogue.

Brand Safety is a set of settings and tools that prevent brand advertising from being displayed next to inappropriate content.

Brand book is a document with brand rules: logo, colors, fonts, Tone of Voice, examples of “dos/don’ts.” So that five contractors do as one.

Buyer Persona is a detailed portrait of a typical ICP representative with biography, pain points and decision-making context.