A Guide To Understanding Your Digital Marketer

A Guide To Understanding Your Digital Marketer
SHARE
THIS



In this guest column, Logie-nominated journalist, Leisa Goddard (main photo), who is also the managing director of media, PR and digital agency, Adoni Media, offers her personal guide to making your way through digital marketing buzzwords and gobbledygook

Do you feel as though your digital marketer speaks to you in a language you don’t understand?

In today’s highly-competitive world of SEO marketing, companies are increasingly investing big money in trying to secure the coveted number one spot on search engines. After all, Google research shows 74 per cent of people don’t scroll past the first page and 51 per cent choose from the top three websites in any search.

Most business owners and executives have been told how SEO (Search Engine Optimisation) and SEM (Search Engine Marketing) is being used to boost rankings, bring in new customers and boost sales but few ever have the tactics being used fully explained.

Journalists are taught to write in simple English, but if you read any SEO and SEM digital marketing report the buzzwords and acronyms are anything but.

Truth be told, technology changes so quickly even those in digital marketing agency land have to work hard to keep up with the latest algorithm updates and new digital lingo.

In a matter of days new key digital marketing phrases, terminologies, and ways to track, monitor, and increase sales are promoted across blogs as the latest and greatest magic bullet to web dominance.

To help, here’s a translation:

  1. Above the fold – Think of the fold on the front page of a newspaper. Above the fold refers to the section of your webpage that appears before you have to scroll. The goal is to have your best content above the fold.
  2. Algorithm updates – It’s the science of what is happening behind the scenes. Algorithms are how search engines determine what websites will appear when you put in certain keywords or phrases.
  3. CPA – Cost-Per-Acquisition – The amount you’re spending on paid advertising divided by the amount of people you are able to convert. This is a common pricing model for digital advertising and is one of the most effective models for businesses with low marketing budgets because you only pay for what you get.
  4. CPC – Cost-Per-Click – How much you are paying when somebody clicks on one of your ads.
  5. CONVERSION – Conversion is when your business receives a sale, booking, or your desired goal on your website. This can mean that someone has come through marketing or advertising channels (e.g. Facebook, Instagram, Google Shopping or Google Ads.) to your website.
  6. CONVERSION TRACKING With conversion tracking implemented on your website you can find out: Which ad campaigns are most effective; Which keywords are producing more conversions; The ROI for your digital advertising dollars; Which audiences are converting the most; How much time people spend on your website and how they engage with it.
  7. CRO – Conversion Rate Optimisation – Using analytics, performance metrics and testing to improve the performance of your site by analysing where and how people navigate and convert.
  1. CTR – Click-Through-Rate – The percentage of people who clicked on your webpage link (or URL) in marketing material. CTR is used for tracking ads, marketing emails, and websites to get an idea on how much traffic (how many people) is coming through to your website.
  2. KEYWORD OPTIMISATION – Keyword optimisation is one of the aspects of your website that affects your business’ ranking on Google (SEO).

It is the act of researching, analysing and selecting the best keywords to drive traffic from search engines to your website. There are online platforms available to tell you what are the best keywords to include in your website for people to search on google, that will direct them to your website.

  • SEO Search Engine Optimisation – SEO management is all about how to make your website show up in a higher position when people search on Google and other search engines. Your SEO rank is often referred to as “natural”, “organic”, or “earned” as it is the unpaid position your page appears in on Google.

This ranking is calculated by Google’s algorithm and factors in multiple aspects of your website (e.g. how much traffic is gets, how much content is on the page, does it contain certain key words, how many other businesses link to this page).

Please login with linkedin to comment

    Latest comments
  • Sophie Paulin 3 years ago

    Nice article! Succinct and covers a lot. Only comment, SEM is Search Engine Marketing, not Management. Cheers.

Adoni Media Leisa Goddard

Latest News

Coopers Release New & Limited Edition Hazy IPA Via TABOO
  • Campaigns

Coopers Release New & Limited Edition Hazy IPA Via TABOO

Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
  • Campaigns

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine