Venturing into digital marketing can be a bit of a daunting task with lots of acronyms, lots of platforms like Google and Facebook and lots of consultants who over complicate it.
The Concise Digital Marketing team have put together all the important digital marketing terms to know so you can easily navigate the digital world.
Google Analytics is a web-based data analytics tool that Google provides and is free to use. The analytics platform records websites usage data such as visits to your website, what channels are visiting from, demographics and reporting.
If you’re using your website for any business operations it’s critically important to use Google Analytics to track and measure the website performance. Having this data will allow you to understad how visitors are using the website, identify areas for improvement and measure your ROI.
Google Analytics is free to use after it’s set up. Although there are implementation and specific tracking set up costs to consider. Our set up costs are as follows:
If you have an existing Google Analytics account, you can read our step by step guide how to give us access to your Google Analytics account.
Google Tag Manager is a free to use web-based tool that allows you to track certain website user actions of various marketing channels and consolidates all them in one user interface. For example, you can track custom goals and events on your website that are not available in Google Analytics.
If you have multiple marketing channels you will need Google Tag Manager to prioritise the tracking of your digital marketing. Google Tag Manager is used to track the user behaviour, not only on your website but also offsite goals and events on social media Google Ads, Facebook Ads and email marketing technologies. Below are several examples:
Google Tag Manager goes hand in hand with Google Analytics, as you need tracking set up in GTM in order to create some goal types in Google Analytics.
Google Tag Manager is free to use, although there are implementation and tracking set up costs to consider:
If you have an existing Google Tag Manager account, you can read our step by step guide how to give us access to your Google Tag Manager account.
Google Search Console, previously named Google Webmaster Tools, is a free service offered by Google that helps you monitor, maintain, and troubleshoot your site’s performance in Google Search Results (SERPS).
Yes – Google Search Console is essential if you want to get the best out of your website and particularly important if you plan to do SEO.
Google Search Console is free to use, and its monitoring service is free, however, implementing its recommendations would have a cost and these vary greatly depending on what the improvement is.
Our advice is to get GSC setup (approximately 1 hour) and then deal with each alert as they come through. If you plan on doing ongoing SEO work, the information in this platform should be analysed regularly.
If you have an existing Google Search Console account, you can read our step by step guide how to give us access to your Google Search Console.
Google Ads is an online advertising platform where you can build advertising campaigns that show on a wide range of advertising platforms and search results.
The different types of Ads are:
Many businesses can benefit from Google Ads. If you sell a product or service, Google Ads can be a great way to increase your revenue in a short period of time.
There is no one size fits all for Google Ads costs. Google Ads is a ‘Pay Per Click’ advertising platform, so you assign a daily budget across your campaigns. Set up and ongoing management costs will depend on many variables such as the number of campaigns and their complexity.
If you have an existing Google Ads account, you can read our step by step guide how to give us access to your Google Ads account.
Google Shopping is an advertising service on the Google Search Network. The Ads show on desktop and mobile devices and are image and text ads generated in the Google Ads interface. The data that makes up the ads are pulled directly from eCommerce websites via the Google Merchant Centre.
If you are selling products via an eCommerce website, then the best option for you is to sell your products on Google Shopping.
There is no one size fits all for Google Shopping Ads. There are many different variables to take into account when building your Google Shopping Ads campaigns.
The Google Merchant Centre is a free tool that helps you upload your store and products to display on Google Shopping.
If you have an eCommerce website, you will need to submit your data feed to the Google Merchant Centre. The data feed will pull images and specific text from your products data, to make up the ads in the Google Shopping Search Network.
Yes – If you are selling products via an eCommerce website, then you need a Google Merchant Centre account..
The Google Merchant Centre is free, although assuming your data feed is correct, there is a setup cost of approximately 1 hour. If your data feed is not in the correct order or the content needs to be updated there could be additional costs depending on the number of products and content updates.
Google My Business is a free and easy-to-use business listing provided by Google. Your Google My Business profile will appear in Google Search and Maps.
Yes – Google My Business is an essential tool for any business and particularly one that has a physical location as well as an online presence.
With your Google My Business account, you can connect with your customers, post updates to your Business Profile, and see how customers are interacting with your business on Google. In addition, your Google reviews are attached to your Google My Business, you can easily respond to these when logged in.
Google My Business is currently free to use and setup. You can set up your Google My Busienss profile yourself here.
If you require assistance setting up and verifying your Google My Business listing, we are here to help. The time required will depend on what work we to do, this could be anywhere from 1 hour to 8 hours.
If you have an existing Google My Business account, you can read our step by step guide how to give us access to your Google My Business account.
Apple Maps is the same concept as Google Maps and the default map system for Apple operating systems and devices. Apple Maps works the same way as Google Maps and can only be used on Apple devices unless you have a browser like Google Chrome or Windows Edge installed on your Apple Phone.
Apple phones are the most popular smartphones in the world. You need to consider whether your customers are a large group of Apple smartphone users. Many Apple Phone users are also using Google Maps apps on their phones. You can find out what phone devices your customers are using in Google Analytics.
Apple Maps is a free and easy-to-use tool for businesses and helps organisations manage their online presence.
Apple Maps is currently free to use and setup if you can DIY (do it yourself) – Go to https://www.apple.com/au/maps/ and follow the prompts.
If, and when you need a hand with setup, then Concise Digital can help. The time really depends on how much work we need to do for you, this could be anywhere from 1 hour to 8 hours.
Bing Ads is an online advertising platform, very much the same as Google Ads where you can build advertising campaigns that show on a wide range of advertising platforms and search results. Bing Ads will show on Microsoft owned search engines like Bing and Yahoo and partner sites. Bing Ads also have Bing Shopping Ads similar to Google Shopping that displays Product Listing Ads on Bing, Yahoo and AOL.
Yes – Bing Ads can give you additional reach for people that are searching for your product or services on Bing and Yahoo.
There is no one size fits all for Bing Ads. There are many different variables to take into account when building your Bing Ads campaigns.
MOZ is a software as a service (SAAS) tool that measures your website’s SEO organic ranking performance. The reports you receive from Moz provide the following:
Yes – you will need to understand how your keywords and content is performing. Without Moz, you will not be able to easily see your rankings for your chosen keywords.
Concise Digital provides Moz at a discounted rate. You normally pay approximately $300 per month AUD (depending on USD exchange rates). Concise has a partner program with Moz and can provide Moz at the low cost of $70 AUD per month.
Learn more about: How to read a MOZ SEO Report.
SEMrush is a software as a service (SAAS) tool used to improve your online visibility for a range of marketing channels. SEMrush has tools for SEO, including keyword research, content marketing, PPC (Google Ads or Bing Ads), social media marketing and competitor analysis.
It depends on your commitment! SEMrush has more digital marketing channel analysis and reporting than MOZ. You may only need SEMrush if you are heavily involved in the ongoing SEO, PPC and social media inhouse. SEMrush is quite a complex tool, so you will need to consider whether you have the time available to learn to use this tool effectively.
SEMrush is a monthly subscription with a range of subscription levels. The ‘Basic Plan’ is approximately $140 AUD per month.
Ahrefs is a software used to identify what backlinks your website has. The quality of your website’s backlinks is critically important to the success of your organic ranking in search engines. Ahrefs list your backlinks based on whether they are high quality or toxic backlinks that have the potential to damage your website rankings. Below are several things unique to Ahrefs:
Depending on the level of SEO you want to achieve, Ahrefs and SEMrush are similar although Ahrefs has more indepth backlinking analytics. Ahrefs will help you fine-tune your SEO at a granular level by making sure your backlinking is performing as competitively as possible.
Ahrefs is a monthly subscription with a range of subscription levels. The ‘Lite (starter) Plan’ is approximately $140 AUD per month.
A Facebook For Business page is a free web page that companies can create on Facebook to expand their online visibility. Similar to a personal Facebook profile, your Facebook For Business page can send and receive messages, post updates, get notifications, likes, and comments. Other Facebook users can share, refer and promote your brand to their friends on Facebook.
Yes – Facebook For Business is an essential digital marketing channel for reaching out to followers to promote and share your brand and social media footprint. Social Media is growing every year and Facebook For Business is now an important part of the digital marketing mix to reach new customers and existing customers.
Facebook For Business is free to use, although it may take 1 to 2 hours to set up depending on the amount of content to be uploaded to the page.
If you have an existing Facebook For Business account, you can read our step by step guide how to give us access to your Facebook Business Page.
Facebook Messenger Live Chat is a widget or popup messaging feature that lets anyone who visits your website, message you instantly. Facebook Messenger Live Chat can be set up with ‘Canned Messages’ that you program into the widget to respond to your customer’s questions.
To read more in-depth information head to our blog Facebook Messenger Live Chat.
If you don’t have a live chat already, Facebook Live Chat is a great communication tool for your customers. Bearing in mind that if your customers are not using Facebook Messenger App, they will not be able to experience the full range of features but they can still message you via the chat widget.
Facebook Messenger Live Chat is free to use. The integration costs are approximately 1 hour.
Facebook Ads is similar to Google Ads, i.e. its ‘Pay Per Click’ advertising. Facebook Ads will only appear inside the Facebook platform. Facebook Ads are predominantly targeted towards audiences with specific reach metrics. For example, you can target specific audiences like all your website visitors or create a similar audience to people who visited your website. You can also build custom audiences based on your own research.
Any business that wants to sell products or services can benefit from Facebook Ads. Using Facebook Ads is similar to Google Display Ads (using images and text). You will need to strategise your Facebook Ads campaigns thoroughly, to maximise your ROI.
There is no one size fits all for Facebook Ads costs. There are specific campaign management costs with many different variables to take into account. Facebook Ads is a ‘Pay Per Click’ advertising platform and each business will have its own scope of work requirements, in relation to the time needed for a campaign build and monthly management costs.
The Facebook pixel is a piece of code that you place onto your website that allows you to collect and measure website user analytics data, originating from your Facebook advertising. This pixel is best placed using the Google Tag Manager Container to keep all your tracking and tagging data in one place.
Yes, if you are advertising on Facebook you will need to analyse and measure your advertising performance to make decisions about your ads, budget and strategy.
Facebook Pixel is free to use although it takes about 1 hour for implementation.
Instagram is a free mobile app where you can upload images, video and text content. Similar to Facebook, Instagram has app integrations for a shopping cart and can link back to any eCommerce store. On Instagram, potential customers can interact with your posts & stories via likes, comments and shares.
Yes, if you have a website and you want to build an audience of followers of your brand, Instagram is a great way to generate content your customers want to read and share with friends. You can generate additional traffic and sales with referrer traffic generated from Instagram.
Instagram is a free app to download and use. If you would like to integrate an Instagram feed into your website there will be a cost of approximately 1-2 hours.
Instagram Ads are similar to Facebook Ads. Instagram Ads are predominantly images or video-based ads with minimal space to place text. You can manage your Instagram Ads campaigns through your Facebook Business Manager user interface. Instagram Ads will only show to people who are on Instagram, although you can easily duplicate Instagram Ads and run the same campaigns on Facebook.
Any business that is wanting to reach out to an audience to sell products or services can benefit from Instagram Ads.
There is no one size fits all for Instagram Ads. There are many different variables to take into account when building your campaigns. Instagram Ads is a ‘Pay Per Click’ advertising platform and each business will have different campaign costs.
YouTube is Google’s biggest social media channel and is the 2nd most popular search engine behind Google. YouTube is a video publishing platform that allows you to easily share videos. You can also embed YouTube videos into emails, social media and websites.
Anyone can create a free YouTube channel for your personal use, or for a business with features to organise your video into categories such as:
Yes – video and social media are a great way to incorporate video content into your digital marketing strategy. YouTube makes it easy to publish and embed videos into your website without the need to use costly hosting data.
Any business can use YouTube to engage with customers to increase subscribers. YouTube videos are a great business tool to inform your customer about any products or services in minutes.
YouTube is free you use and anyone can create an account and start uploading videos to the platform. If you would like Concise Digital to set up a YouTube account, we will need to understand the scope of the project for accurate cost estimation.
YouTube Ads is a’ Pay Per View’ advertising service on the Google Search Network. A YouTube channel will need to be linked to the Google Ads interface in order to create ads for YouTube. There are many YouTube Ads options that can drive traffic back to your website.
Any business can benefit from YouTube video advertising. YouTube can reach the right audience at the right time by using the same keyword and audience targeting tools like Google Ads.
There is no one size fits all for YouTube Ads. There are many different variables to take into account when building your campaigns. YouTube Ads is a ‘Pay Per View’ advertising platform and each business will have different campaign costs.
Twitter is a free social media and microblogging platform that allows you to send messages as a microblog post, of no more than 280 characters. On Twitter you can do the following:
Twitter is not as popular in Australia as what it is in the USA. Many businesses can benefit from using Twitter to reach out to your followers with instant messages about your brand or a specific product, service or event.
Twitter provides a mobile app that is free to download and use. Twitter also has a web-based desktop version of the app free to use.
Pinterest is a social media platform this is predominantly image-based. Pinterest provides a discovery platform for users to find ideas through images on any topic. Users can search using different phrases and then pin any images or videos to their personal board.
Similar to many other social media platforms, Pinterest can be used to reach out to potential customers with eye-catching images and videos that are shareable and drive traffic back to your website.
Pinterest has great sharing features where users can share to Facebook, a persons email address, Snapchat and Twitter. Pinterest is a low-cost digital marketing platform that every business should be using, especially if they sell products.
Pinterest provides a mobile app that is free to download for your mobile phone. Pinterest also provides a web-based desktop version of the app free to use.
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