Digital Paid Marketing

CPC cost per click

You pay for each click on your ad.

CPM Cost Per Thousand Impressions:

You pay for every 1,000 times your ad is shown, regardless of clicks.

A/B testing

A method to test two versions of an ad, landing page, or campaign to see which performs better.

Key metrics in paid digital campaigns

CTR, Conversion Rate, ROAS, CPC, Impressions, Engagement Rate, and Bounce Rate.

Retargeting

Showing ads to people who have previously interacted with your brand or visited your website.

Google Ads Quality Scores

Metrics that measure the relevance and quality of your keywords, ads, and landing pages.

Organic Search

Traffic driven by unpaid SEO efforts.

Paid Search

Traffic generated by paying for ads on search engines.

Programmatic advertising

Automated software used to purchase and place digital ads in real-time to a specific demographic.

Paid Social Media Advertising

Ads that appear on social media platforms, focusing on engagement or brand awareness.

Display Advertising

Banner or image-based ads that appear on websites across the internet.

Landing Page

A page designed to convert visitors into leads or customers by focusing on a single call-to-action.

Audience Targeting Methods

Demographics, interests, behavior, location, lookalike audiences, and retargeting.

Brand

The perception of a company in the minds of consumers.

Branding

The process of creating and managing a brand’s identity, including logo, tone, and messaging.

Brand Positioning

How a brand differentiates itself in the market and occupies a unique space in the consumer’s mind.

Consistency in Branding

Builds recognition, trust, and loyalty ensuring a cohesive experience across all touchpoints.

Brand Voice

The consistent personality and style of communication (e.g., playful, professional).

Brand Tone

Adjustments in communication style based on the context or audience.

Hootsuite

What it is: A social media management platform.

Purpose: Schedule, manage, and track performance of social media posts across multiple platforms like Instagram, Twitter, and Facebook.

Features: Analytics, team collaboration tools, and social listening capabilities.

HubSpot

What it is: A comprehensive CRM (Customer Relationship Management) platform.

• Purpose: Helps businesses manage marketing, sales, customer service, and content management in one place.

• Features: Email marketing, lead tracking, analytics, and website management tools.

Asana

What it is: A robust project management and task tracking tool.

Purpose: Streamline workflows and improve team collaboration by tracking tasks, deadlines, and project progress.

Features: Timelines, calendars, task dependencies, and automation for recurring tasks.