If you are new to digital marketing, or need a bit of a refresher, we have complied a list of the acronyms we’re asked most often to explain…………so next time you’re thinking, “what is that?”…….this list could help…..
1. Impressions
This means how many times a user saw your ad or banner or any online advertisement. Each time your ad has been served i.e., loaded onto a device, this counts as an impression.
2. Clicks
This is when your ad or banner or any online advertisement is interacted with i.e., by pressing a button or touching a screen.
3. Reach
The number of potential candidates that will be exposed to your job ads through a particular job board or digital channel i.e., one person who is served your ad five times and clicks on it once yields a reach of 1, 5 impressions, and a click-through rate of 20%.
4. Click Through Rate (CTR)
This is the number of clicks your ad receives divided by the number of times your ad has been shown. The CTR percentage allows you to measure the engagement with your ad. The higher the percentage the higher the engagement, i.e., Total Clicks on your Job Ad / Total Impressions on that Job Ad = CTR.
5. Cost per Click (CPC)
The cost every time your advert is clicked on i.e., the amount you pay for every (candidate) click on your ad. Pay Per Click (PPC), another acronym used interchangeably, which is the same cost model as CPC campaigns.
6. Keywords
A specific word or phrase ‘keyword’ chosen by advertisers to trigger and include within search engine results, that match the user’s interests, experience and/or skill sets.
7. How much does a Click cost?
This very much depends upon the market and the competition. How it works is that advertisers select the keywords they wish to advertise for to get an estimate on search volume and cost per click. These estimates and the actual cost per click will be dependent on the quality score as well. The Quality Score is calculated based on the combined performance of 3 components:
i) Expected click through rate (CTR): The likelihood that your ad will be clicked when shown.
ii) Ad relevance: How closely your ad matches the intent behind a user’s search.
iii) landing page experience: How relevant and useful your landing page is to people who click your ad.
This means that even if your competition bids more than you, you can still win a higher position – at a lower price – with highly relevant keywords and ads.
8. Ad Position
Google Ad positions are determined by a formula called Ad Rank that gives an ad a score based on the bid, the quality of the ads and landing page. The Ad Rank is recalculated each time the ad is eligible to appear, so that the ad position can fluctuate each time depending on the context of the user’s search and the competition among other advertisers at the precise moment of the user’s search.
9. Ad groups
An Ad group includes all ads that are focused on a set of keywords in an ad campaign.
An ad group contains one or more ads that share similar targets. Ad groups are used to organise ads by a common theme.
10. Search Engine Optimisation (SEO)
Search engine optimisation (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines. SEO targets unpaid traffic (known as “natural” or “organic” results) rather than direct traffic or paid traffic.
11. Cost Per Acquisition (CPA) or Cost Per Hire (CPH)
Cost Per Acquisition (or application) or Cost Per Hire (CPH) is important because it shows how much it costs to acquire applications through online marketing.
12. Brand awareness
Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name. Creating brand awareness is a key step in promoting a new product or reviving an older brand. Ideally, awareness of the brand may include the qualities that distinguish the product from its competition.
13. Programmatic Technology
Programmatic advertising technology uses software to buy digital advertising. Largely replacing the traditional method for proposals, quotes, and human negotiation, programmatic buying uses machines and algorithms to purchase display space. With behavioural and contextual targeting tactics being used to segment audiences using data so that advertisers only pay for ads delivered to the right people at the right time.
14. Job Board Aggregator
Job aggregators, are search engines that compile job postings from a wide range of websites, including job boards, into a single, searchable online interface.
15. Banner
An online advertisement in the form of a graphic image that typically runs across the top, side or bottom of a Web page, in the margin, or other space reserved for ads.
16. Influencer marketing
Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, Influencers are people who have spent time building their own brand and cultivating their audience. They are people who had the patience and focus to succeed in social media, one organic follower at a time – influencer marketing is also not about quick results.
17. Native advertising
Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear. Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads do not really look like ads.
18. A/B Testing
A method used to compare different versions of digital ads or website landing pages to determine which one performs better. A typical A/B test for ads involves running the two ads simultaneously and then measuring which version gets a better response from the audience. When running an A/B test, only one element of the ads should be changed at a time. This is because the goal of this experiment is to determine which variables generate the best responses from the audience.
19. Bounce Rate
A bounce rate is the percentage of visitors to a particular website who navigate away from the site after viewing only one page. A high bounce rate is often indicative of a poorly designed landing page. It can also indicate that a page completely fulfilled what the visitor was looking for, so the visitor did not need to keep clicking to find out more. (But more often it means the page failed, underscoring how important it is to design landing pages for visitor engagement.)
20. Lookalike Audience
A Lookalike Audience is a way to reach new people who are likely to be interested in your business because they are similar to your best existing customers. You can use Lookalike Audiences when you are running online display, Facebook, mobile display, or just about any other kind of digital marketing campaign.
