Digital marketing is chock full of jargon and
acronyms. Plus, rapid changes in technology cause new terms to show up almost
constantly. Even if you’re immersed in the industry, it can be hard to keep up
with the latest marketing terms.
1. Impressions
Basically, an “impression” is a set of eyeballs on
your ad. In digital marketing terms, this means the number of times a user
loads a page with your ad on it. It could also mean the number of people who
open an email or see a social media post.
2. CPM
CPM stands for cost per thousand. So, wait, M
stands for “thousand” now? M stands for mille, the Latin for 1,000, or you can
think of it as the Roman numeral M. This is an advertising model in which you
pay a certain amount for every 1,000 impressions.
3. CPC
CPC, on the other hand, is cost per click. With
this model, you pay a certain amount for each user who actually clicks on your
ad. Which model is cheaper depends on your goals.
4. CTR
Your click through rate (CTR) is the percentage of
people who see your ad and click on it. A low click through rate means that
your ad may need to be reworked. You calculate it by dividing the number of
people who click by the number of people who viewed.
5. Conversion rate
Your conversion rate is the percentage of people
who see your ad, then go on to buy your product or take the action you classify
as a “conversion.” (This could also be something like filling out a form to
request a demo or consultation.)
A high conversion rate is one of the biggest goals
of any advertising campaign, and if you have a low conversion rate, it may mean
your copy or image needs work.
6. A/B
testing
In marketing terms, A/B testing is when you take
two potential ads and run them in tandem to see which one gives you the best
results.
It’s a key element of any digital marketing
campaign, and you should try to change only one part of the ad at a time, such
as the photo or CTA (more on that term below). Think about when the eye doctor
switches in different lenses to work out what prescription you need.
7. Back link
A back link is any link to your site that originates
on another website. These are also called inbound links. Having plenty of
quality back links helps your search engine ranking and encourages people to
check out your site.
You should avoid having a lot of low quality
backlinks, as this can lower your ranking and quality score.
8. Direct traffic
Direct traffic refers to people who went to your
website without being referred by a different site. Meaning, they typed in your
URL directly or clicked on a bookmark.
An increase in direct traffic may indicate that an
offline advertising project such as handing out flyers at a trade show has been
a success. The majority of traffic is not
9. CTA
CTA stands for call to action. Everything from your
landing page to your ads should have a clear call to action, or a short
instruction telling viewers what next action you want them to take. This can
also up your CTR.
10. Bounce rate
Bounce rate is the rate at which visitors leave
your website after finding their way there. A high bounce rate indicates that a
page on your website isn’t as described or isn’t enticing potential customers
to stick around or continue to other pages.
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