A 5-minute guideline to all the must-know terms of Digital Marketing (The latest 2019 version)
If you are a fresh graduate who is currently job hunting or maybe even on your way to a Digital Marketing job interview; or you are an old-school marketing staff, and now wish to get a recap of all the technical terms and specialized abbreviations of Digital Marketing so that you will be able to communicate better with the new employees of the marketing team, then you are in luck! All we need is a brief moment of your time.
SEM / Paid Search
Search Engine Marketing, marketing via search engine, otherwise known as Paid Search. It means that you pay for your pages to be ranked higher on the search engine result page (SERP), hence securing more traffic. In Mandarin, it’s known as keyword ads or search ads etc.
Search Engine Optimization, by gradually improving the content and structure of the website, it improves the ranking of your web-page in search engine result page and obtain higher traffic without spending a dime.
It usually refers to the regularly seen promotion of FB pages, posts or even websites on their respective advertising platform of social media. The more commonly used social media in Hong Kong are Facebook, Instagram and LinkedIn etc. It’s more widely known as “Common ads” or “Boost post” among the public.
This particular ad refers to banner that appears on websites and mobile apps, and most of the banners we seen originate from Google Display Network. Most people call this the “Banner ads”.
There are two main types of advertisements that will appear on YouTube. The first one is TrueView In Stream Ads, which primarily appears at the beginning of the video that forces you to watch it for at least 5 seconds. The other one is TrueView Video Discovery Ads which will give suggested videos when you search for videos on YouTube.
Digital Marketing Automation
First of all, please do not get scared by its fancy name. Simply put it as the automation of marketing which aims to reduce manual human work. Allow me to exemplify, if you visit my site or even leave an email address, I will automatically synchronize your cookie email to different platforms. Next, Display Ads will be targeted to you, followed by Facebook advertisement aiming at you plus emaila will be programmed to be sent to you weekly as well, until the sixth time we will send you an email to invite you to purchase. After the purchase, we will leave a 10-day gap before issuing you a promotion code to encourage you to buy again. If I know about the client’s birthday as well, I can arrange so that the system sends you a voucher on your birthday month. Marketer only needs to understand the flow of the automation process to be able to utilize it. Basically, the entire process is automated after the clients visit our site and leave their email and there is really nothing to be done.
Numbers of the ads displayed
Traffic, or more widely known as clicks. Clicks bring traffic to the website.
Conversion, meaning any goal that you set, it can be the successful sell-off of products, member registration, subscription or obtaining contact information.
Reach, meaning how many people your ad manages to reach or touch. The difference between Impression and Reach is that Impression measures the amount of people while Impression measures the amount of times.
Social media platforms emphasize on calculating engagement, which includes clicking into the ad, like, comment and share etc.
The shown website page, which is the particular page you are directed to after you click on the website link.
It usually refers to websites that banner ads used to appear on. These websites belong to Google Display Network (GDN) in Google Ads.
Ad ranking is constructed based on CPC Bid and the Quality Score, in which its ranking is shown via Average Position. We generally desire a ranking nearer to 1.
CTR (Click Through Rate)
Click Through Rate is calculated by dividing click by impression, Clicks/Impressions to determine whether the ad is attractive. We usually hope for a higher Click Through Rate.
CVR (Conversion Rate)
Conversion Rate is determined by dividing conversions by clicks, Conversion/Clicks to determine the attractiveness of website/product. Ideally, we aim for a higher Conversion Rate.
Bounce Rate, meaning the visitor left after surfing only one page of the website without interacting with the site. We commonly seek for a lower Bounce Rate.
SOV (Share or Voice)
The percentage of your ad surfacing. For SEM we usually use Impression Share to measure the ad’s SOV, and a 100% Impression Share indicates that if someone were to search your keywords, your ad will 100% appear in front of him.
CPC (Cost Per Click)
The cost for every click, and obviously we would prefer a lower Cost per click.
The cost for every 1000 impression, and we typically aim for a lower Cost-per-thousand-impression.
CPE (Cost per engagement)
The cost for every engagement, and it would be better for us to strive for a lower Cost per engagement.
CPA (Cost per acquisition)
The cost for every conversion, and we usually aim for a lower Cost per acquisition.
ROI (Return On Investment )
Return On Investment is usually measured through the relationship between revenue and cost, which is revenue minus cost divided by cost. We generally strive for a positive and higher Return On Investment.