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Online marketing basics displayed on a mobile device.
July 11, 2022

10 Must-Know Digital Marketing Acronyms

Sometimes it seems that online trends are moving so fast that it’s almost impossible to keep up. Google keeps updating its algorithm, so businesses must adapt their marketing strategies to remain visible. You can’t treat digital marketing as a one-and-done affair. It is something that you constantly need to research if you want to stay relevant. If you divert your attention for just a second, you’ll be swamped by a bunch of new marketing buzzwords. It can sometimes feel like you aren’t even speaking the same language. To help get you up to speed, we will cover ten must-know digital marketing acronyms.

Before we dive in

Over the years, digital marketing has become incredibly complex. Modern technology can allow us to track vast amounts of data, making it easy to get confused. If you feel overwhelmed or lost by the sheer scope of data available for your marketing campaign, we suggest you take a step back. Perhaps you don’t need to worry about every metric, especially if you don’t know what they represent. Go back to the goals of your marketing campaign, and look at what you want to achieve. Different approaches and metrics may be more or less important, depending on your goals. For example, increasing your customer base will require a different strategy than building interest for a new product launch.

You should talk to the company you’ve hired if you outsource your marketing. Don’t settle for a one-size-fits-all marketing model, and feel free to ask them to explain the must-know digital marketing acronyms they use. Demand measurable results instead of confusing metrics you have a hard time understanding.

The list of 10 must-know digital marketing acronyms

1. SERP

We are starting our list with SERP – Search Engine Results Page, and it represents the rank your site can achieve when users search for your relevant keywords. Obviously, the higher the rank, the better, and you should try to aim for the first page. Unfortunately, users rarely venture past page one on Google, so obtaining a good position should be an important goal for any marketing campaign. Getting ranked highly on SERPs means you can expect to see a lot of organic traffic to your website. This traffic is typically considered free traffic since it doesn’t directly come from clicking on one of your ads. However, you may have put a lot of effort and money into website optimization to get a high rank.

SEO helps to get a good position on SERPs

SEO is a set of essential techniques for any digital marketing campaign.

 

2. SEO

This one stands for Search Engine Optimization, which is the sum of techniques and design principles used to tweak your website and its contents so that you can get a good position on SERPs. You shouldn’t overlook SEO guidelines even if you aren’t particularly interested in organic traffic. They are generally sound design principles, and if you adhere to them, you can end up with a polished website. Your site will greatly impact how your visitors perceive your company and the products you sell. Therefore, we recommend looking into the basics of SEO.

3. KPI

Every marketing campaign should start by clearly defining the goals you want to achieve. Key Performance Indicators (KPI) are the metrics you plan to measure to know if you are on track. They are the indicators of the success of your marketing, and you should keep a constant eye on the KPI you have chosen to track. If things aren’t working as expected, you can adjust and realign your current marketing campaign.

4. CRM

Modern marketing campaigns usually track multiple KPIs. However, you will also need to monitor how your customers progress on their sales journey. This can also be a good indicator if something isn’t functioning properly. Thankfully, you can use plenty of software tools, and Customer Relationship Management (CRM) represents a set of tools to get the job done. The CRM experts from moverstech.com suggest using CRM to monitor the progress of users through the sales funnel. However, you can also use CRM to follow up on users who haven’t completed a purchase. This can give you valuable insight into your marketing and sales departments.

Person using CRM software to enhance their digital marketing campaign.

CRM software can help you track how your customers are behaving.

5. PPC

Pay Per Click is an effective and popular form of advertising where you pay for your ads every time a user clicks on them. Most major social networks offer this form of advertising, as do popular search engines such as Google and Bing. This type of advertising is relatively affordable and scales well with the size of your campaign.

6. CTR

Your Click-Through Rate represents the number of users who clicked on your ads versus the number of times your ads were displayed. A low CTR means that engagement with your ads is low, and you might want to rework them. You can measure the CTR of your ads; however, it can also be applied to your CTA.

7. CTA

Your Call To Action (CTA) is the button on your website intended to encourage visitors to perform a specific action. The action you want your visitors to perform can include signing up for a newsletter, filling out a form, or purchasing a product. You can calculate the CTR of your CTA by tracking how many visitors who arrive on your landing page click on your CTA.

8. CRO

Conversions represent the users who performed the action you wanted them to. You can perform adjustments to your website and attempt Conversion Rate Optimization (CRO). These are changes intended to boost the effectiveness of your CTA and other marketing and to entice more users to convert.

Smartphone displaying Facebook app next to a computer.

Knowing how many mobile users scroll past your ads can be good.

9. CPC, CPL, CPA

When paying for advertising and measuring the effectiveness, you can easily calculate individual costs for various events. Therefore, we can discern the Cost Per Click (CPC) for each time someone clicks on one of your ads. Similarly, we can calculate the Cost Per Lead (CPL) and Cost Per Acquisition (CPA) when attempting to expand our customer base.

10. SEM

Most search engines will also have integrated forms of advertising on their own platforms. We call this Search Engine Marketing (SEM), and a prime example would be using Google Ads to promote your business. However, there are also ways to get promoted on Google without spending money, such as by optimizing your Business profile. This strategy is crucial for small businesses that primarily rely on local searches.

To summarize

Hopefully, after reading our list of 10 must-know digital marketing acronyms, you are familiar with the basic marketing alphabet. You can enhance the effectiveness of your marketing by better understanding these core advertising concepts in online spaces.

Marketing expert developing an effective PPC campaign.
May 12, 2022

7 Tips for Developing an Effective PPC Campaign

Pay Per Click advertising is one of the most cost-efficient forms of marketing, and it’s particularly well suited for generating leads. What’s best is that a carefully planned PPC campaign can positively impact your SEO and give you immediate results. Businesses can use these benefits to grow their customer base and improve their bottom line. However, while PPC may seem like the easiest form of advertising to put together, campaigns will still require planning and preparation. To help you out, we will present seven tips for developing an effective PPC campaign.

  1. Research your customers

PPC is a form of advertising that relies on presenting an enticing offer, which needs to interest your audience enough to click on one of your ads. You will first need to research your customers, their online behavior, and shopping habits for this to work. You can divide your audience into segments and then develop separate PPC ads for each market segment based on their interests. Accurately define the traits of your perfect customer, and once you know who you are marketing, constructing your campaign will be much easier.

You can also use PPC ads for retargeting users who have visited your website and looked at specific items. It’s often cheaper to go after an already existing prospect than to initiate a new lead into your sales process. Include listings for the items they viewed in your advertising. When developing an effective PPC campaign, you should carefully consider all of your targeting options and what you want to achieve with your marketing – which brings us to our next point.

Person clicking on PPC ads.

Create detailed customer profiles to know who you will be targeting.

  1. Define goals and set limitations for your budget

Before you launch any marketing campaign, including PPC, you should take a moment to think about what you want to achieve. Define your goals, how much you are willing to spend to accomplish them, and how you are going to monitor how the campaign is performing. The goals can vary and range from building awareness for your brand, generating interest for a new product launch, or simply providing your sales representatives with actionable leads.

Once you know your goals, you should set the benchmarks you are aiming for and devise methods of tracking your progress. The budget for PPC ads is another essential concern that is often neglected. Although PPC is a relatively cheap form of advertising, you should figure out how much you want to spend to generate a single lead.

  1. Know your keywords and negatives

Keyword research is an integral part of SEO and any marketing campaign. However, many business owners and marketers are still unaware of the importance of negative keywords. These are specific phrases that you want to exclude from your PPC campaign. If you don’t factor in negative keywords, you could end up spending resources targeting the wrong audience. PPC works best when you accurately define all of the parameters. Since keyword research can be complicated, you can rely on experts in the field of digital marketing to help you perform a PPC analysis. Remember that you will also need to include those keywords as part of your overall SEO strategy, not just your marketing, to get the best results.

Marketing materials for upcoming PPC campaign.

Know which keywords to include and which to omit from your PPC and SEO campaigns.

  1. Optimize your website

Now that your PPC campaign is slowly taking shape, you can use some of that research to optimize your website. Search Engine Optimization can increase your customer base and help you reach more users. Your website needs to work in tandem with your marketing. Developing an effective PPC campaign will only get you so far – it can bring users to your website, but you need to give those visitors a reason to stay. A functional and optimized website with informative content can be a valuable resource for online users. Satisfied visitors will keep coming back to your site, giving you more opportunities to sell your products.

  1. Have breathtaking landing pages

Although your entire website needs to be optimized appropriately, you should pay special attention to the landing pages. PPC ads will generally bring users to a specific page on your site, called the landing page. You can design different landing pages for the various versions of PPC ads you will be running. Remember that the first impression is the most important one, and create your landing pages to inspire users into immediate action.

Smartphone used for signing a document.

You can use PPC ads to inspire users to sign up for your services.

  1. Have a strong CTA

The Call To Action usually takes the form of a button placed on your landing page. It is intended to inspire users to perform a specific action on your site, such as subscribing to your newsletter or making a purchase. However, if you are developing an effective PPC campaign, you can also match the CTA on your landing page to your PPC ads. You shouldn’t confuse users about which action you want them to perform. Make that message clear in your marketing, and carry it over to your website. CTAs can be great for generating leads, but you will need to nurture those leads until they are ready to make a purchase. Thankfully, numerous software tools are available to help you keep track of how leads are progressing through your sales funnel.

  1. Test different copies of your PPC ads

Most marketing experts recommend that you test various forms of marketing to see which has the best ROI and the most significant impact on your SEO. You can perform simple A/B tests to see which version of your ads gives better results. This type of testing is particularly effective for PPC because you can directly measure which copy has a better click-through rate.

To summarize

You can achieve great results with a carefully planned PPC campaign. You can draw more attention to your business, generate leads or boost sales, and all you need to do is follow these seven tips for developing an effective PPC campaign.