CPC, CPA, below the fold and above the line. Digital marketing practitioners, like most other professionals, communicate using acronyms and phrases that leave most of us scratching our heads. This article looks to explain – in Layman’s terms – a few common digital marketing phrases that crop up in both paid search and organic search, so you can get a better understanding of what your digital marketer means when they’re trying their hardest to impress you with complex-sounding
Digital Marketing Jargon Explained
Contrary to popular belief, PPC doesn’t stand for pink pony cavalry. In the digital marketing world, PPC stands for pay-per-click. Google advertising uses a pay-per-click system, where you only pay for a visitor to your website when they physically click on your Google advert.
If Google advertising is based on a PPC (pay-per-click) system, then it stands to reason that we need another acronym to describe the fee you’ll pay for each click. CPC or cost per click is the amount of money you pay for every click on your Google ad.
Above the Fold.
The term above the fold refers to everything an internet user sees when first landing on a website – before scrolling. This website section usually features a banner and the main navigation menu. Below the fold refers to everything that appears once the website visitor starts scrolling.
In the digital marketing world, a CTA or call to action is text or other online elements that convince an internet user to, well, take an action. READ MORE, FIND OUT MORE, and CLICK HERE TO DOWNLOAD are all examples of CTAs.
These have nothing to do with dough, baking trays or chocolate chips. Internet cookies are coded messages that web servers give to your internet browser to be stored on your computer. Cookies are used to improve your online experience on certain websites and landing pages.
Digital marketing specialists measure the success of their marketing campaigns using certain metrics. These include clicks, conversions and impressions. Impressions refer to the number of times your online marketing content has been seen by internet users.
SEO stands for search engine optimisation, and refers to how digital marketers optimise a website so that it places favourably on search results pages (Google, Yahoo, Bing). SEO services include optimising a website’s content, as well as adding metadata and link building.
Content refers to the actual wording, imagery, videos, buttons and audio that can be browsed on a website, newsletter, or landing page. This paragraph, for example, forms part of this blog article’s content.
Re-marketing is the process in which marketing campaigns can be directed at internet users who have visited a website or landing page before. For example, if people add items to their cart but don’t go through with an online purchase, they can be re-marketed to via re-marketing services.
You’ve probably seen them before – those rectangular or square adverts that pop up above, to the right or to the left of a webpage’s content. These are known as display advertising elements, as they display an image which can be clicked on.
Still more questions? Or ready to use your newly-gained jargon knowledge and start your first campaign with us? As a specialist Digital Marketing agency, we know how to cut through through jargon to get to the results! Contact us today to get your results skyrocketing.