DIGITAL MARKETING BUZZWORDS BUSINESS LEADERS NEED TO KNOW!

VOLUME 1

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CLICK THROUGH RATEThe click-through rate is the percentage of people who click on your ad after seeing your ad. For example, if an ad was seen 100 times, and was clicked on 10 times, the CTR would be 10%.

KEY PERFORMANCE INDICATORA relevant measurement of marketing eff ectiveness needed to achieve a specifi c business objective. KPIs tend to be diff erent for each marketing project and are often tied to the measurement of online activity.

A/B TESTINGThe process of creating two versions of online content (ad, web page, content off er, etc.) to see which version performs better. The reported results help digital marketers to select the version that resulted in the most favorable user behavior.

BOUNCE RATEThe percentage of visitors who only viewed one page of the website and left the page to go to another website. In most cases, they “bounced” back to the search results to fi nd something more relevant. The lower a bounce rate is, the better the website is performing.

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COST PER THOUSAND IMPRESSIONSSometimes mistaken for “cost per million” impressions, CPM is a pricing model used by digital marketers to price out the cost per thousand impressions associated with an online advertisement. Regardless of whether the ad is clicked on, an impression is still counted if the ad is viewed online. CPM is also used to measure views in print magazines, billboards and other traditional media.

COST PER PAGEA pricing model used by website developers to charge for each page created for a website. Often the cost-per-page includes crafting the text, visuals and optimization for online search (SEO).

PAY PER CLICKThe measurement associated with online paid ad services like Google AdWords, Bing Ads, etc. The digital marketer or client is only charged when a user actually clicks on an ad. There is no fee when a user only views the ad.

WATCH TIMEA metric used when measuring the success of online videos. Watch time is said to be more important than the number of people who clicked “play” as it indicates how long viewers stayed engaged with the video. Digital marketers strive for longer watch times as the ideal state for any online video.

PLAY THROUGH RATEThe percentage of the number of viewers who watched a video from start to completion. In most cases, the shorter the video run time, the higher the play through rate achieved.

DROP OFF RATEMeasured in time, the drop off rate refers to the average point in a video that the viewer stops watching. If the drop off rate is high, it indicates that the video is performing well because viewers are watching it longer. For example, a fi ve minute video with a drop off rate of three minutes is said to be performing better than a fi ve minute video with a one minute drop off rate.

MP4 FILERefers to the most commonly accepted video format for easy use in popular technologies such as PowerPoint, YouTube, etc.

FLASH VIDEORefers to an outdated video format that cannot be viewed on Apple devices. Popular in the 90s, Flash videos have since been replaced by newer video technology called HTML5 which allows for viewing on any platform including mobile devices.

PRICING MODELS

VIDEO METRICS

SEARCH ENGINE MARKETINGThe combination of online marketing initiatives like optimizing websites to be “found” by search engines and the use of paid ads on search engines to increase website traffi c and build overall online presence.

SEARCH ENGINE OPTIMIZATIONThe practice of creating and editing website content to make the website more attractive to search engines like Google, Bing, Yahoo, etc. This practice, when done correctly, will result in higher rankings on search engines when a potential customer is searching for the products and services you off er online.

BLACK HATA digital marketer who utilizes tactics that are ill intended and force higher search engine rankings. In most cases, these tactics are short lived as search engines will identify these tactics and penalize the marketer by refusing to serve the marketer’s website as a search result.

WHITE HATA digital marketer who behaves ethically and adheres to proper online marketing protocol and best practices.

SEARCH ENGINE RESULT PAGEThe pages that appear after entering a query into a search engine like Google.

CUSTOMER RELATIONSHIP MANAGEMENTIn a digital marketing sense, CRM refers to the online activities that help businesses track new prospects and maintain healthy relationships with their existing customers. Examples can be found in special promotions that have been customized to a specifi c customer based on their purchase history.

INDUSTRY COMPONENTS

BELOW THE FOLDAnything on a web page that doesn’t appear until you begin scrolling down. Information above the “fold line” would be the content that appears on the screen without scrolling. Marketers see the area above the fold line as “prime real estate” because it is seen most often by website visitors.

CALL TO ACTIONA visual aid on a web page that prompts the visitor to take some sort of action. Common CTAs are “contact us” on contact forms, “sign up now” on newsletter sign ups, “buy now” on items for sale, etc. Advanced call-to-action strategies include providing a content off er (a report, eBook, or guide) behind a form that forces the site visitor to surrender their contact information before receiving the content they want.

BACKLINKSA hyperlink from a webpage back to your own website. For instance, if xyz.com links to your website, you have a backlink. The more backlinks a website has, the more search engines trust that website. Backlinks show search engines that a website is reputable because many other websites are linking to it.

LANDING PAGESA single web page that features a specifi c message or content off er. Landing pages are used for email campaigns, pay-per-click campaigns, etc. These designated pages are meant to drive conversions for the specifi c promotion they were designed for.

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