The world of digital marketing and social media is full of all sorts of lingo. Below, we clarify some common terms you may come across.
1. Artificial Intelligence
Artificial intelligence (AI) describes machines and computers that mimic cognitive functions that humans associate with human intelligence, such as learning and problem-solving. AI has transformed the way we conduct business online, from automatically sending emails to collecting and segmenting data sets of potential customers to target in digital marketing campaigns.
2. Lookalike Audience
A Lookalike Audience is a way of reaching new people on Facebook who are likely to be interested in your business offerings because they’re similar to the existing audiences you target your ads and sponsored posts to. This new audience is created using information from your pixel (Facebook’s analytical tool) or fans of your page. Facebook identifies common qualities people based on demographic information or interest. You can then target those people with an ad.
3. Quality Score
Quality Score is a metric used by Google that influences ad rank and cost-per-click (CPC) of ads. It plays a big role in how effective your ad campaigns are and is measured using several factors including:
- How many people click your ads normally, i.e click-through rate (CTR)
- The relevance of each keyword you use to its ad group.
- Landing page quality and relevance
- The relevance of your ad text
- Historical Google Ads account performance.
Your Quality Score affects how much you pay for each click and how your ads perform. Similar to a credit score, the better your results have been in the past, the better your Quality Score will be.
4. Local SEO
Local search engine optimisation (SEO) is the process of optimising your online presence to attract more people from relevant local searches on Google and other search engines. This involves a range of tactics including using relevant localised keywords (e.g. Geelong real estate) often on your website, blog posts, social media posts, etc.
5. Average Response Time
Average response time is the average measure of time it takes for a brand to respond to inquiries and other interactions on social media. These days, the average customer expects a response within one hour. Facebook displays the response time on branded Facebook pages to try encourage those brands to respond faster.
6. Omnichannel Marketing
Omnichannel marketing focuses on delivering consistent advertising messages across multiple “touchpoints”, such as:
- Social media posts
- Display ads on a third party website
- Google My Business
- Emails, newsletters and automated reply emails.
Delivering a consistent message with your advertising and branded posts helps build familiarity, expertise and trust with potential customers as they come across your brand in different places across the web.
7. Boosted Post
A boosted post is a type of Facebook advertisement where you promote an existing post on your brand’s page. This could be a link to your latest blog, a photo, a video or a regular text post. A boosted post amplifies the reach of your content to a wider range of people who you can target based on information like location, age, sex and interests. The more you invest, the more people you can potentially reach.
Clickbait is a type of sensationalist headline or link that encourages people to click into an article, image or link. Common examples include “You won’t believe…” and “What happened next will shock you”. Instead of providing you with the factual or genuinely interesting lead, the idea is to spark enough curiosity to just get people to click and the end content usually doesn’t deliver on the promise.
9. Click Through Rate
Click-through rate (CTR) is the ratio of users who click on an ad relative to the number of total users who saw it. It is commonly used to measure the success of a digital advertising campaign. CTR can be a useful tool for measuring different ad tactics against each other, helping you refine your marketing strategy and find what’s most effective for engaging your target audience.
10. Cost Per Click
Cost per click (CPC) refers to how much an advertiser pays for every click on their ad. CPC determines the cost of showing users ads on search engines, Google Display Ads and social media platforms. At Plezzel, our cost per clicks are $4 on average compared to an industry average of $10.
Contact Plezzel for Help With Digital Marketing
At Plezzel, we’re digital marketing experts specialising in real estate. If you need more clarity on the above terms or would like help with digital marketing, please get in touch with our team today.