If you are a small business owner, chances are, you’re an expert in your field, but not necessarily the Marketing field. And that is ok! Afterall, you cannot be an expert at everything. When trying to market your business, you likely hear a ton of different terms like “digital marketing”, “conversions”, and “cost per click”. You might even hear words like “impressions” or “reach” and wonder what on earth those terms mean.
That is where we come in!
Here is a quick reference to help you understand a few of the industry terms that you might often hear.
Digital Marketing – Advertising on “digital” platforms such as search engines, social media and websites.
Traditional Marketing – Advertising on non-digital platforms such as broadcast radio, newspaper, magazines, and billboards.
OTT/CTV: Connected television. Internet streamed television advertisements.
Reach – The amount of people that your ads have been seen by.
Impressions – The number of times your ads have been seen (this number may include the same audience members seeing your advertisement more than one time).
Frequency – The average amount of times your audience saw your ad.
Clicks – The number of times your ad was clicked on.
Cost Per Click – The cost per click-through from your ad to your website, calculated based on your total budget divided by total clicks.
Goal Conversions – The number of times an action was completed on your website based on the goals you select in Google Analytics.
Time on Site – The average amount of time your audience spends on your website.
UTM Parameters – Tags added to the end of your website URL to give the advertiser the ability to track where each user clicked through to the website from.
Mobile Responsive Website – A website that changes its layout and functionality based on whether the user is browsing on a desktop or mobile device to best serve the customers.
Mobile Adaptive Website – A website that adapts its existing layout and functionality based on whether the user is browsing on a desktop or mobile device.
Google AdWords – Google’s paid advertising platform where you can select keywords and run ads to promote your business.
Google Analytics – A tool that can be installed onto the back end of your website to give you the ability to track your website traffic, how users ended up on your website and their behavior once on-site.