– By #MattBitz
Clicks. Impressions. Click-through-rate. Conversions. Chances are you’ve heard these terms thrown around under the umbrella of “digital marketing.” To those in the industry, these terms are part of our everyday vocabulary. With the majority of people switching from browsing the internet on a desktop or laptop to a mobile device like a smartphone or tablet, digital marketing is quickly becoming the new normal….and there’s a reason why. Digital marketing allows us to provide advertisements and content to high-interest users. Not only can we use digital marketing to target a highly-defined demographic, we can do it at a relatively low price.
Landing pages are a digital marketer’s secret weapon. The landing page is nothing more than where the user goes after they click your ad. However, a landing page isn’t necessarily your home page. In fact, if you’re sending clicks right to your homepage, you’re probably missing out on a big opportunity.
The CTR is simply the percentage of people who clicked your ad verses the total impressions. For example, if you had 10,000 impressions and 100 clicks, your CTR is 1%. The average CTR for display ads, text ads, and video ads all vary. The CTR is an important metric to gauge how successful your digital ads are performing.
Ah conversions. It’s one of my favorite words at RSA. Why? Because conversions tell me whether our marketing efforts have worked or not. A conversion is any action you want a user to complete on your website. They can be anything:
- Filling out a form
- Downloading a PDF or brochure
- Signing up for a mailing list
- Making a phone call
- Making an online purchase
This is a bit of a tricky term. Not because it’s necessarily hard to wrap your head around, but it’s hard to measure the success of your campaign if you’re basing a budget on CPM. CPM doubles as a pricing model for digital advertising and a reporting metric. The CPM refers to impressions. While RSA doesn’t typically use this rate model with our clients, many digital marketing agencies use rates based on a CPM. For example, you could buy 10,000 impressions at a $5.00 CPM and it would cost $50.00.
While this is more of a pricing model, it can be used as an important metric. Basically, the CPC model boils down to this. You only pay for your advertisement when someone clicks on your ad. One of the reasons this is such a great model is because it means that advertisers have to craft an excellent message in order to get people to click the ad. Those clicking on the ad are already high-interest clients, so the rate for a conversion is pretty good.
With GPS, mobile devices, and the advent of big data, targeting options for marketers have shot through the roof. Gone are the days when we’re only targeting websites with banner ads in different physical locations. Today, we’re targeting by geography, browsing habits, device type, interests, hobbies, and more. What does that mean? Well, it means that you can craft a very specific message to a very specific user who is more likely to complete a conversion.
Analytics data is collected from websites and used for a variety of reasons. A digital marketing agency will often use analytics to see and understand how users are interacting with your website, social media platform, or email campaigns. Analytics are important because they help us see the “big picture” when it comes to a digital marketing campaign. Some of the different types of data included with website analytics include:
- New and Returning Users
- Time on Site
- Pages Viewed
I’ve mostly been talking about terms related to a paid digital marketing campaign. While a paid campaign is very beneficial, having organic traffic to your website is crucial. Organic traffic is the traffic your site receives from unpaid search results, which is why it’s considered organic. Organic traffic provides highly qualified traffic to your website through search engines (Google, Yahoo, Bing, etc.), which means the content on your website is considered relevant to a particular search. The more relevant content you publish to your website, the better your search results. This is one of the main goals of SEO and content marketing because it provides a powerful platform for long-term growth. If your digital marketing strategy doesn’t include a plan for increasing the amount of organic traffic to your website, you’re missing an essential part of your digital strategy.
Digital Marketing Manager
Google AdWords Certified
Google Analytics Certified