The internet marketing world is full of acronyms, terms and glossaries. To help summarize what we are talking about when we write our articles, here's a quick guide 2 11 (well, technically it's 15) terms that you should know to grow your online marketing.
1. PPC (Pay Per Click)
PPC campaigns are known as pay per click. It's a type of advertising where you pay every time your ad is clicked. Facebook and Google both thrive on these campaigns, where you set how much you are willing to pay per click and then they run mini auctions for their ads to decide who is willing to pay the most.
2. ROI (Return On Investment)
ROI is a way of measuring the returns on money you spend. So for example, if you spend $20 on a Facebook Ad that generates $100 dollars in sales, you have a 400% return on investment ($100 - $20 cost = $80 profit. $80 = $20 X 400%).
3. SEO, SEM & SERP
Although these are 3 different terms, they all go together. SEO stands for Search Engine Optimization, and refers to the process of going through your website and ensuring you are meeting each of the suggested practices from the search engines to ensure you have the best possibility of being found on search engines. SEM stands for Search Engine Marketing, and that refers to paid campaigns from search engines (Google Adwords). SERP is Search Engine Results Page, and that refers to the pages you see after you enter a search in a search engine. Everyone wants to be on page 1 of Google's SERP.
4. Conversion Rate
A conversion rate is the percentage of visitors that actually complete your goal. So for example, if you run an advertisement for a special product (say a free ebook for joining your newsletter) on Facebook for 1 week. In that week you have 100 people click your advertisement to get the newsletter, but out of the 100 who clicked the link only 25 actually filled out the form to get the e-book and join the newsletter. That would leave you with a 25% conversion rate.
5. B2B & B2C
B2B stands for Business To Business, and B2C stands for Business To Customer. It's a way of determining who your target market is, do you sell to a customer (buy this shirt to wear) or do you sell to businesses (buy 100 shirts to sell in your store).
A funnel is the sales pattern you use to eventually convert visitors into paying customers. We use the term funnel because it's wide at the top and eventually narrows them down to a specific goal. The top of your funnel could be very big (Facebook, Twitter, Google Ads, Pinterest, your website, etc), and then as they work through the process you narrow it all down (the next step might be joining a newsletter and subscribing to your blog, the third step is joining a Facebook Group and watching a video, the final step is purchasing a product or service).
7. CTA (Call To Action)
A call to action is an opportunity for your customer to do something. It can be as simple as "click here to watch the video" to "add to cart", "Join Our Newsletter", "Sign Up Now", "Contact Us". Essentially anything that gives your visitor a step to take, that moves your visitor closer to becoming a customer is a "Call To Action"
8. CTR (Click Through Ratio)
A click through ratio is another way to describe a conversion rate, but is used when the goal is a click. That click can be anything, downloading a product, visit our website, or even visiting a specific page. A good example is a "read more" button on a blog page, that forces you to click through to read the full article.
9. CPC & CPI
CPC stands for Cost Per Click, and is essentially the fee you would pay in a PPC campaign. CPI stands for Cost Per Impression, and is the fee you would pay for each time your ad is displayed. In some marketing campaigns you can pay per click, or you can pay per impression. An impression is every time your ad is shown, regardless if they click the ad or not.
Remarketing is a wonderful thing. It's a mixture of customer tracking and online advertising, where essentially you show specific ads to specific people based on actions they take. For example, a photographer can remarket wedding photography ads on social networks only to people who have actually looked at the wedding photography page, and show graduation photography ads only to people who have looked at the graduation photography page. It helps to keep advertising costs down, as you are only targeting people who have already shown an interest in a specific product.
11. Landing Page
A landing page is a specific page on your website designed to accomplish a goal. That goal can be anything, fill out a contact form, make a purchase, join an email list, etc. Landing pages are usually designed to work with specific ad campaigns. Going back to the photography example, we would build a page for wedding photography designed to answer all a customers specific questions and overcome their objections, with CTA's and remarketing code. Then we would run an ad campaign to drive potential wedding customers to the wedding landing page, and track if they complete the goal of say downloading a price list. If they do complete that goal, we show them different ads through remarketing until they become a customer, at which point we stop showing them the ads.
So, in summary you can see how these are all very important terms to know when discussing and planning your website, marketing plan and audiences. Hopefully you can now understand a little more.