Like every other profession, the digital marketing space is full of terms and acronyms that might appear similar if not adequately understood within their context. Chances are you must have heard some of the names listed below but may not have fully understood what they mean and when to use them. In today's blog post, we have 15 commonly used words that you must be familiar with to thrive in the digital marketing profession.
A call to action is usually a direct action you want your audience to take; it could be a button used to get your customers attention and make them click, purchase, give their email or any other action you want them to take. A call to action can be used in social media advertisements, email campaigns or on your website. Your CTA should be clear, bold and be able to grab your customers attention. A compelling CTA is also short, sweet and to the point. When someone lands on your website, they should immediately know what specific action you want them to take, whether it is to shop a sale, enter their email or browse your newest products.
A keyword is a term used in digital marketing to describe a word or a group of words an Internet user uses to perform a search in a search engine or search bar that triggers a search engine result. Keywords are essential and should be the core of any copy written for the web (present in the content, titles and SEO elements). Keywords should be developed and carefully selected before launching content online on the web and mobile platforms for an effective SEO strategy.
A bounce rate in terms of search engine marketing is when a user lands on your site and only views one page. If you have Google Analytics installed on your website, it will show you your website's bounce rate. If this number is high, you will need to make some adjustments to your website. The more pages a user views and the more time they spend on your site, the higher the chances of moving up in search rankings.
A ratio showing how often people who see your ad or free product listing end up clicking it. Clickthrough rate (CTR) can be used to gauge how well your keywords and ads, and free listings, are performing. CTR is calculated by the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 10 clicks and 100 impressions, then your CTR would be 10%.
Impressions are when an advertisement or any other form of digital media renders on a user's screen. The total number of times users saw your ad. Impressions are not action-based and are merely defined by a user potentially seeing the advertisement, making CPM campaigns ideal for businesses intent on spreading brand awareness.
To put it simply, your conversion rate is the percentage of visitors to your website or landing page that convert (that is, do what you want them to do). To see what percentage of visitors converted, you divide converting visitors by the total number of visitors and multiply by 100 percent. Depending on your business goals, a "conversion" could be almost anything. Here are a few common types of conversions: making a purchase, submitting a form (contact us form, lead gen form, etc.), calling your business, engaging with your online chat, signing up for a subscription (either paid or free—like a newsletter), registering on the site.
Cost per acquisition (CPA), also known as "Cost per action" is the average cost of an online marketing advertisement incurs when a specific action has been made. These actions include clicks, sales, downloads, and form submissions. No 2 campaigns have the same CPA; such is an important metric to look out for. This digital marketing metric is the ratio between the total cost of the campaign divided by the number of "actions" that occurred.
A landing page is a standalone web page in digital marketing explicitly created for a marketing or advertising campaign. It's where a visitor "lands" after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. Your landing page should be clear of distractions and sufficient information about the product or service you are advertising with a clear and concluding Call-To-Action.
A free listing in Google Search that appears because it's relevant to someone's search terms. When a search engine returns its search results, it gives you two types of organic and paid results. Organic search results are the Web page listings that most closely match the user's search query based on relevance. Also called "natural" search results, ranking high in the organic results is what SEO is all about.
Analytics data is used for websites, as well as in social media and email campaigns. When reviewing or tracking the performance of any online campaign, analytics provide meaningful data. Website analytics provides you with data such as website visitors, duration on site, pages viewed, demographics and much more. Google Analytics is an excellent tool to track these data on your website.
An email list is a collection of emails that you have received through your blog or website. It's a collection of email addresses used by an individual or an organization to send marketing material to multiple recipients. In simple terms, an email list refers to the total amount of subscribers you have, which is a synonym to "the mailing list" or "subscriber's list".
PageRank is a system for ranking web pages that Google's founders Larry Page and Sergey Brin developed. And what it is essential to understand is that PageRank is all about links. The higher the PageRank of a tie, the more authoritative it is. We can simplify the PageRank algorithm to describe it as a way to measure the importance of a web page by analyzing the quantity and quality of the links that point to it.
In digital marketing, remarketing (or retargeting) is the practice of serving ads across the internet to people who have already visited your website. It allows your company to seem like they're "following" people around the internet by serving ads on the websites and platforms they use most. For example, when you visit a page on an eCommerce website without making a final purchase, the eCommerce store sends you ads relevant to the items you while on Facebook or any other ad serving website.
A buyer persona is a detailed description of someone who represents your target audience. This is not a real customer but a fictional person who embodies your best potential customers' characteristics. You'll give this customer persona a name, demographic details, interests, and behavioral traits. You'll understand their goals, pain points, and buying patterns. You can give them a face using stock photography. Some businesses have gone so far as to create cardboard cutouts of their buyer personas to make them a real presence within the office.
An email open rate is a measure that indicates the percentage of opened emails for a specific email marketing campaign. The email open rate usually shows how well you could catch a subscriber's attention with the subject line or whether your emails reached the inbox or went to the spam folder.
The advantage of knowing all these keywords are numerous while starting a digital marketing campaign journey. But not to worry, it is not a must you store all these terminologies in your head at a go. This blog post will always be here so that you can refer to it whenever the need arises. Please use your bookmark on your browser or copy and paste the link where you easily find it.
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