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A/B split testing

A/B testing (also known as split testing or bucket testing) is a method of comparing two versions or variables, A and B. This can be for a Facebook ad, webpage or app etc against each other to determine which one performs better.

Above the fold

When you immediately click on a webpage, this is everything your eyes can see before having to scroll down the page.

Ad extensions

Ad extensions are additional pieces of information about your business, like a phone number or a link to a specific page on your website, you can add to your ads. Ad extensions are free to add to your ads, with the usual charges for any clicks you get.

Algorithm

An algorithm is a process or set of rules to be followed in calculations. An algorithm is a fancy to-do list for a computer. Algorithms take in zero or more inputs and give back one or more outputs. A recipe is a good example  of  an algorithm because it tells you what you need to do step by step.

Analytics

Information resulting from the systematic analysis of data or statistics.

Auto Responder

Autoresponders are messages set to go out   automatically after a contact subscribes  to your list. You can create several messages to go out in a cycle, one after the other. Autoresponders help you automate campaigns and manage one-to-one communication with  your  recipients. They can be sent in a sequence or at intervals, starting from the day a contact signs up.

Bots (messenger bots)

Messenger bots are autonomous digital messages that can answer questions, provide automated responses and be programmed with simple AI (artificial intelligence).

Bounce rate

The percentage of visitors to a particular website who navigate away from the site after viewing only one page.

Competitor analysis

Competitor analysis in marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context to identify opportunities.

Content marketing

A type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Content strategy

Content strategy refers to the planning, development, and management of content— written or in other media. Content strategy focuses on the planning, creation, delivery, and governance of content. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. Essentially, a plan of how you use media to generate leads.

Conversion

Conversion is the phrase used to describe the act of converting a customer who browses your site/ad, into to a paying customer. Conversion marketing is measured by conversion rate — the percentage of visitors who take the desired action.

Copywriting

Copywriting is writing text for the purpose of advertising or other forms of marketing. The product, called copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.

Cost of Acquisition/purchase

Cost of acquisition is a term used across business and accounting to describe the total costs incurred when signing a new client, purchasing and installing a new asset or acquiring a new item for the business.

CPA (cost per acquisition)

Cost per acquisition, also known as cost per action, pay per acquisition and cost per conversion, is an online advertising pricing model where the advertiser pays for a specified acquisition.

CRM (Client Relationship Manager)

Customer relationship management is an approach to manage a company’s interaction with current and potential customers. It uses data analysis about customers’ history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.

CRO (conversion rate optimisation)

In digital/internet marketing, and analytics conversion optimization, conversion rate optimization is a system for increasing the percentage of visitors to an ad or website that convert into customers, or more generally, take any desired action on an ad/webpage.

CTA (call to action)

Call to action is a marketing term used extensively in advertising and selling and it is designed to prompt an immediate response or encourage an immediate sale.

CTR (click through rate)

Click-through rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of a campaign.

Engagement rate

An engagement rate is a metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content. Factors that influence engagement include users’ comments, shares, likes, and more. Engagement Rate on Facebook for a post is calculated as the number of Engaged Users divided by the total reach of that post. Multiply the whole thing by 100 to turn it into a percentage. Engagements   on   Facebook include reactions, shares, comments, and some clicks on links, videos and images.

Funnels

A funnel is the set of steps a visitor needs to go through before they can reach the conversion. Think about the Amazon purchase funnel. There  are a few steps a visitor has to go through before they can purchase a product. They have to add a product to the cart.

Hook

Effective marketing strategies often involve a hook, which is a short phrase or jingle designed to entice a  customer  to purchase a product or sign up for a service. Some hooks are also designed to arouse interest in a product or service and elicit further interaction between the customer and the company.

Problem > Solution Story

Landing Page

In online marketing, a landing page, sometimes known as a “lead capture page”, “static page”, or a “destination page”, is a single web page that appears in response to clicking on a search engine optimized search result, marketing promotion, marketing email, or an online advertisement.

Lead (Opt In, Qualified)

The details of an interested prospect, qualified is a measurement of how suited they are to the product

Lead Ad

Lead ads allow advertisers to collect information from prospects directly from mobile ads. Instead of sending traffic to a landing page where people manually fill out a form and press submit, they click on the ad, their information (name & email) is pre-populated, and they hit submit. All within the Facebook platform.

Lead magnet

What is a Lead Magnet? A lead magnet is an incentive that marketers offer to potential buyers in exchange for their email address or other contact information. Lead magnets usually offer a piece of digital, downloadable content, such as a free PDF checklist, report, eBook, whitepaper, video, etc.

Leads

In marketing, lead generation is the initiation of consumer interest or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads.

Media Buying

Media buying is taking a commercial, or newspaper ad, or other sales message and getting it viewed by the intended audience. For example, an advertisement for Centrum Silver (vitamins for senior citizens) would not do well in Teen Beat magazine (a magazine for teens). A media buyer links the ad to the intended audience in order to make the ad effective. These ads are intended to sell a product and may be published on TV, online, newspapers or magazines. The media buyer negotiates price and placement of the ad for

Metadata

Metadata is “data [information] that provides information about other data”. Many distinct types of metadata exist, among these descriptive metadata, structural metadata, administrative metadata, reference metadata and statistical metadata.

Metrics

Marketing Metrics and Key Performance Indicators (KPI’s) are measurable values that are used by marketing teams to demonstrate the effectiveness of campaigns across all marketing channels.

Order Bump

An Order Bump Happens Before Someone Clicks “Buy Now”: The magic of an order bump is that it adds an additional item to your shopping cart before you complete your order. This captures the excitement of making a purchase, and it can increase the average customer value.

Organic Content

Organic content refers to the pages of a website that are written and subsequently found primarily by users typing keywords into search engines like Google, Yahoo and Bing

Organic Traffic / Paid Traffic

The term is intuitive; the definition of organic marketing refers to the act of getting your customers to come to you naturally over time, rather than ‘artificially’ via paid links or boosted posts. It includes any direct, instinctive, and , with the exception of paid marketing tools. Organic traffic. The term “organic traffic” is used for referring to the visitors that land on your website as a result of unpaid (“organic”) search results. The branch of online

marketing that focuses directly on improving organic traffic is called SEO – search engine optimization.

OTO (One Time offer)

A clever marketing tactic used to increase sales by offering an incentive to customers that have just made a purchase or are about to, to spend more money on another (usually related) product/service that’s offered one-time only.

Pixel (Facebook)

A Facebook pixel is an analytics tool that consists of a code that you can put on your website. The pixel fires to track site visitors. This data allows you to retarget those users with Facebook ads in the future, as well as see what they’re doing on your site when they return.

PPC (Pay Per Click)

Pay-per-click, also known as cost per click, is an internet advertising model used to drive traffic to websites/ads, in which an advertiser pays a publisher when the ad is clicked.

ROAS (Return On Ad Spend)

Return on ad spend (ROAS) is one of the easiest revenue-based metrics to measure. It is simply the total revenue generated for a specific marketing channel (like PPC) divided by the total spend on that channel

ROI (Return On Investment)

Return on investment is a ratio between net profit and cost of investment. A high ROI means the investment’s gains compare favorably to its cost. As a performance measure, ROI is used to evaluate the efficiency of an investment or to compare the efficiencies of several different investments.

SEM (search engine marketing)

Search engine marketing is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages primarily through paid advertising.

SEO (search engine optimisation)

Search engine optimization is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine. SEO refers to the improvement of unpaid results, and excludes direct traffic/ visitors and the purchase of paid placement

Stack

What it looks like to work with you, what the customer gets from you; steps and pricing etc. Pre-framing a sale.

Target avatar

Customer avatar/Target market. These are the phrases that are used interchangeably to describe the fictional, generalized representations of the buyer persona most likely to purchase from you.

Unique visitors / visits

“Unique visitors” refers to the actual number of people who have come to your landing page/ad/website at least once during a reporting period — this number does not increase if a previous visitor returns to a page multiple times.

Upsell

Upselling is a sales technique where a seller induces the customer to purchase more expensive items, upgrades or other add-ons in an attempt to make a more profitable sale.

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