DDSN 360: Glossary 4

Glossary 4

Thankfully, dreams can change. If we’d all stuck with our first dream, the world would be overrun with cowboys and princesses.
— Stephen Colbert

SEO: Search Engine Optimization – This is the act of making sure your website follows all rules, regulations and recommendations established by internet browsers in order to increase visibility for your website and ultimately bring more traffic to your website. This helps to make sure your website shows up high on a list of results of what a user searches.

B2B: Business To Business – Business between one business and another, as opposed to business between a business and an individual consumer. An example would be my company, Capital Stage, a non profit professional theatre company, making use of the services from Capital Graphics, a printing company, for our collateral. Neither Capital Stage, nor Capital Graphics are an individual consumer.

ROI: Return On Investment – This is the value that you get back from a direct investment such as sales directly resulting from an advertisement. The ROI on digital ads are far more efficient and measurable, than print ads.

CPC (Cost Per Click, or PPC Pay-Per-Click): The amount you pay for when your ad is clicked on by a user. This number goes down the more people click on your ad, if you have a set budget for a particular ad. Because digital ads on the internet can identify and count clicks, payments can be broken down by the actions, or clicks, taken on your ads. Google Ads, for example, are set up this way.

Inbound Marketing: Inbound Marketing is a Marketing method that focuses on drawing clients in through creating valuable, relevant and entertaining content, social media, and providing solutions to clients problems. The opposite of this method is more traditional Marketing efforts like telemarketing, TV commercials, pop up ads, etc., that interrupt a potential client’s day, rather than seek to help them. Some of the best examples I can think of off the top of my head are the very very funny Twitter accounts run by companies like Arby’s, Wendy’s, and Netflix.

Google Trends: Google Trends is an awesome website that tracks what the current search items and trends of the world are in various languages and from various locations. The top of the list of recent search trends is Bernie Sanders.

Web Analytics: The insights and data of website traffic. It is the measurement and analysis of that data for the purpose of understanding and optimizing web usage. There are several companies that can give you the analytics of your site. Many operate as apps that plug in and monitor your website traffic. Google also offers their own analytics programs and educational tracks to learn about their analytics too.

Bounce Rate: The Bounce Rate of a website visitor is how quickly someone leaves your site after viewing only one page. If you have a high bounce rate, you may want to reconfigure your website design or the content of your site in order to keep your visitors on your site.

Visitor Conversion: Visitor Conversion is when a visitor transitions from being a passive visitor on your site, to an active visitor. This means they begin to interact with your site, such as placing an order, or signing up for a mailing list, as opposed to simply visiting the site and reading a few things, then leaving.

AdWords: This is a form of advertising offered through Google. (This is actually an outdated name of their advertising program. Now it is simply Google Ads.) Google AdWords, however, are ads you can pay for that are only made of words, and show up in someone’s search results based on what they search for. This way a company can anticipate what a user may search for, when looking for something like their company. Google still offers this type of advertising, as well as visual ads, and various other kinds of ads, and since they are the primary internet search engine, used far more often than any other, by a large margin, you will most likely reach your potential clients if you advertise with them.