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Some Digital Marketing Terms Explained

In an ever-changing marketing environment, the tools can sometimes get confusing. It doesn’t help when everything gets boiled down to a three letter abbreviation either. You’ve probably heard people talking about SEO, PPC, ROI, etc., but maybe your eyes start to glaze over a little bit when all the three letter abbreviations start flying around. Let us help you out. Here are is a short list of key terms you need to know if you’re utilizing digital marketing strategies:

  • CTR – Click-Through Rate - The percentage of people who actually click on your link in an ad or a post.
  • CPA – Cost per Acquisition - The pricing model that advertising platforms utilize to ensure that clients are only paying for the generations of leads, sales, and conversions.
  • CPC – Cost per Click - The cost that advertisers pay to an advertising platform each time an individual clicks on their ad.
  • Conversion - Whenever an individual performs a desired function while they are visiting your website, i.e. buying something, signing up for something, downloading something, etc.
  • Impressions - The frequency or number of times that an ad will appear before a targeted audience.
  • Keyword - A search term used by consumers to find topics, products, or services that they are interested.
  • Organic Traffic - Traffic that is generated by keyword searches in search engines. This is the most desireable traffic.
  • Paid Traffic - Traffic that is generated by keyword searches, but those keywords have been bid on by advertisers in order to serve up their website in the search results.
  • SEO – Search Engine Optimization - Search Engine Optimization is a strategy that optimizes a webpage to help it rank higher in search engine results. A higher ranking typically resultes in higher traffic.
  • Landing Page - The page on a website that typically acts as an entry point to a website. Usually a landing page will have a call to action that helps generate warm leads for companies.
"These terms have helped me better communicate with my marketing team." - Javaria Jabeen, DO, Weight Loss Doctor
The more you know, the more effectively you will be able to work with your digital marketing company to help develop a strategy and the better you will be able to assess the effectiveness of your plan.

SEO - Worth the Investment

At a recent networking meeting, two small business owners could be overheard criticizing the whole idea of search engine optimization (SEO). Both men had a story of being burned by someone who sold them on a quick SEO fix and convinced them that they could generate fast, guaranteed results. This line could be repeated over and over again. Sadly, SEO scams have sullied the name of viable firms that perform quality SEO that works to get small companies high rankings that generate warm leads. 

Anyone who is considering paying a company to perform their SEO should be leery of three particular promises:

Fast results

Any company that offers you high rankings fast is likely either flat out lying to you or is using tactics that the search engines regard as dishonest (known as blackhat tactics). Blackhat tactics can cause your site to be de-indexed, which means you are essentially unseen to everyone in the world via the search engines. Companies that promise fast results in the short term risk devastating effects in the long term. A well-executed SEO campaign should take months to start delivering desired results.

Guaranteed results

Any company that guarantees very certain and specific results is also probably using blackhat tactics. The algorithms that dictate which websites are served up in an online search are frequently changing. Google is constantly trying to create a system that serves up random results that are geographically relevant. If some SEO company promises you a specific placement, it is wise to entertain other company’s offers.

Specific results

If an SEO company promises you number one placement, they’re either telling you what you want to hear to get your business or their simply not experienced enough in this space and probably are underserving of your time and money. As stated above, the formulas and algorithms are constantly changing and it takes diligence, time, and hard work to get desired results.

Evaluate any SEO firm that you’re considering and be sure to talk to multiple companies. The company that makes fast and concrete promises is likely just trying to get your business, but the company that is upfront and honest about the challenges of SEO and is willing to take the time to get you the results that you seek is probably your best choice.

FAST Marketing

In order to have an effective digital marketing campaign, it’s important to be FAST:

  • Focus – The message that you’re trying to get across needs to be clear and concise. When trying to get your message across, make sure that you employ a clear focus on what you’re trying to get across. Spend some time focusing on what you want to say, the clearest way to say it, and who you want to make sure is listening.
  • Advocacy – Recruit and mobilize advocates to help spread the word by liking and sharing any social media posts and offering helpful reviews on business review sites. This advocacy can lend a lot of credibility to your company and help to substantiate your company in the minds of other potential consumers.
  • Streamline – Make sure that your message is not only focused and clear, but that your streamline all of your digital marketing channels to ensure a unified voice and message. You don’t want you various social media feeds sending a clutter of messages. Instead, make sure that each of your social media feeds is streamlined to carry forth the same agenda. 
  • Tenacity – Utilize digital marketing with a persistence and regularity that forces potential customers to take notice. Effective digital marketing strategies require you to be doggedly determined to getting the message out and generating new potential clientele.

If you know that you’re marketing strategy is too slow, let Practice Marketing Guru assist you in putting together a FAST digital marketing strategy today.

PPC & SEO Go Hand in Hand

If you Google the search terms “PPC and SEO”, you’ll find the bulk of the articles start with a footing that PPC and SEO are somehow at odds with one another and as a consumer, for some reason, you need to choose one or the other.

Practice Marketing Guru believes that a robust digital marketing strategy employs both a strategic pay per click campaign and a carefully planned search engine optimization strategy because of their respective strengths. 

When clients employ a strategic pay per click (PPC) advertising campaign, it allows them to see more immediate results for their advertising budget. PPC is useful in raising the more immediate visibility of a company’s product, services, or brand. When a PPC campaign is managed effectively, the dollars that are spent are spent wisely and on a targeted market, unlike some more traditional print marketing and billboard initiatives.

Additionally, clients who invest the time and money to ensure that they are optimized properly for Google, Bing and other search engines find that internet searches for their services or products yield leads that are much more likely to convert. The nature Internet searching typically means that people who are searching the terms for which you are optimized are more likely to be interested clientele.

Practice Marketing Guru doesn’t believe that you have to choose between SEO and PPC, but wants to leverage both of these tools (and others) to help you maximize your online visibility and generate warm leads for your service or products. Contact us with your questions and we’ll be able to put together a customized strategy for your business or website.

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