Perhaps you have heard, that you - have to have - some of these? In real terms, if you know what you sell and who you want to sell it to, none of the jargon matters.

Now just GOOGLE ADS - including image, video, shop…

When you Google something you get results - do you know which ones are ADS? Algorithms are always changing and results are customised to the searcher. That first page usually shows at least 5 Ads, on a mobile that’s a lot of scrolling to get to the unpaid businesses. Understanding SEO & SEM is key.

SEARCH ENGINE OPTIMISATION

Things to please Google (and other SE) robots. Website structure, keywords, links, and many other on-site and off-site details impact how many and which humans the robots send your way.

SEARCH ENGINE MARKETING

Paid advertising placed on Bing, Yahoo, DuckDuckGo, Ecosia - oh, and that big search engine Mr Google.

The internet is always-on, thankfully with scheduling your SM marketing & advertising can be always-on too.

Social Media for business is different from using SM personally - select business platforms wisely, remember your goals, take cyber security seriously, pay attention to your community, measure your engagement and keep it positive.

LinkedIn, Facebook, Instagram, YouTube, Pinterest, Twitter, TikTok…

‘Promotion’, ‘Sponsored’ - not written by a host

Any content which is a paid placement should be labeled and/or advise which brand provided product/service value for the article to be there. Often in the style of the publication and less ‘Ad’ looking. Can be difficult to spot, a large amount of ‘general’ content we consume every day is sponsored - from news to blogs.

Metrics. Insights. Data. Statistics. Reports. Research.

Monitoring and measuring online traffic. How many visitors, where do they come from, which pages are favourites, how long do they stay, what makes them purchase/contact and so much more. Informing your next decision to capture your audience in the right context.

USER EXPERIENCE

A speciality in itself User Experience is designing usability, ease, and enjoyment for customers - eliminating frustrating functionality that might make an interaction cumbersome. Think autoplay features and convenient ‘add to cart’ icon buttons.

PRICE PER CLICK (or CPC COST PER CLICK)

Calculating your Return On Investment (ROI) in marketing can be done in many ways. For certain Ad formats, you can get PPC - one click = X, typically you get helpful supporting information also i.e. X people saw your ad but did not click.

Digital Marketing Categories

Price of everything going up? The more time you invest in your website and unpaid marketing activities the less you are at the mercy of advertising price increases. I would always recommend a combination of all three but the ratio can adapt as you go. Let’s work smarter not harder.