CTR – Click Through Rate
Click Through Rate is the percentage of impressions that resulted in a click from a user. For example, if you are running an ad that has 100 impressions and 5 clicks, the CTR would be 5%.
CTR is relative to your industry, keyword, and individual campaigns, as well as the marketing technique that you are using – such as Ads or Email Campaigns. A high CTR indicates that users find your ads or emails relevant and helpful.
CTR is important as it helps you to understand your customers, and tells you what is working and what isn’t. What’s more, a high CTR on paid ads can contribute to your Ad Rank in search engines.
CRO – Conversion Rate Optimisation
Conversion Rate Optimisation is the process of raising your conversion rate by encouraging visitors to your site to take specific actions. These actions could be to purchase a product, download a PDF, fill out a form or subscribe to a newsletter.
KPI – Key Performance Indicator
KPI is a metric used to measure how projects and campaigns perform in terms of goals and objectives. They are a way for stakeholders and marketers to see if they are making progress, allowing them to adjust strategies and to make informed decisions.
PPC – Pay Per Click
Pay Per Click is a paid digital marketing activity where advertisers run ads on search engines such as Google. Essentially, you can bid for a placement on Google and bid on keywords, related to your business, services and products.
Below is an example of a PPC campaign on Google – Ads appear at the top and bottom of the page, with organic results showing in the middle of the page.
ROI – Return on Investment
ROI is a performance measure that is used to evaluate the profitability of an investment, and directly measures the amount of return on an investment compared to its cost. This is expressed as either a percentage or a ratio. ROI is important as it tells you the potential value of an investment and helps you to make informed decisions.
To calculate ROI, the return is divided by the cost of the investment. For example, if you invest £500 into an advertising campaign, and receive £600 in return, the calculation will look like this:
(600÷500) x 100 = 20% ROI
SERP – Search Engine Results Page
This is the page that appears when a user submits a search query on a search engine, such as Google. Results for searches will appear here, including organic results and paid results (ads).
There are many techniques used to help you appear higher up in SERPs, including SEO and running Ads.
Although this isn’t technically an abbreviation, it is still worth mentioning. A/B Testing is the process of comparing two versions of a web page, email or marketing campaign to measure the difference in performance. Also known as split testing, A/B testing splits the audience to test variations or a campaign, allowing marketers to test different aspects of the campaign to see which works best.
Some examples of A/B testing include:
- Changing copy or images
- Using various subject lines (or adding personalisation)
- Using different CTAs
- Testing various layouts
UGC – User Generated Content
You may hear us talk about UGC when it comes to social media strategies. User Generated Content is any content created by people – usually your customers. It encapsulates a host of content, including images, videos, social media posts, reviews, or testimonials. UGC is a growing trend on social media, not only because it puts your customers front and centre, but also allows you to create content with little time and energy.
UGC allows you to build trust with consumers – people are more likely to trust other people – and allows you to connect with your loyal customers, thus creating a community.
We hope that you have found this blog series useful. If you’re interested in running Digital Marketing campaigns but aren’t sure where to start, get in touch with our friendly team to see how we can help your business grow.