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The Most Important Digital Marketing Terms to Know & Understand

The Most Important Digital Marketing Terms to Know & Understand

Posted in Email Marketing, Facebook, Google Ads, How to Guides, SEO, Social Media, Website Analytics by on November 19, 2020
Last updated on 30/08/2021
The Most Important Digital Marketing Terms to Know & Understand

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 (GA)

What is Google Analytics?

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.

Do I need Google Analytics?

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 understand how visitors are using the website, identify areas for improvement and measure your ROI.

How much does Google Analytics cost?

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:

  1. Non-eCommerce websites without conversion tracking will take approximately: 1 hour to set up.
  2. Non-eCommerce websites with conversion tracking will take approximately: 2-3 hours to set up.
  3. eCommerce websites with conversion tracking will take approximately: 2-3 hours to set up.

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.

Watch the video below and learn about some of the Top Tips you should know about Google Analytics.

Google Tag Manager (GTM)

What is Google Tag Manager?

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 of them in one user interface. For example, you can track custom goals and events on your website that are not available in Google Analytics.

Do I need Google Tag Manager?

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 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:

  1. Track and measure phone clicks from Google Ads, Facebook Ads.
  2. Track and measure video watch durations ranging from 25% – 50% – 100%.
  3. Track and measure specific campaign actions like downloading an eBook.
  4. Track and measure web form submissions.
  5. Track and measure specific offsite links, like a link in an email or social media page.
  6. Any link that is live either on your website or off your website can be tracked and measured.

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.

How much does Google Tag Manager cost?

Google Tag Manager is free to use, although there are implementation and tracking set up costs to consider:

  1. Non-eCommerce websites with Google Tag Manager a small implementation will take approximately: 1 hour to set up.
  2. Non-eCommerce websites with Google Tag Manager a medium implementation will take approximately: 2-3 hours to set up.
  3. eCommerce websites with Google Tag Manager an advanced implementation will take approximately: 3-4 hours to set up.

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 (GSC)

What is Google Search Console?

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).

Do I need Google Search Console?

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.

How much does Google Search Console cost?

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

What is Google Ads?

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:

  1. Search Network Ads
    1. Text Ads on search results pages
    2. Image and text ads on Google Shopping
    3. Text Ads on Google Maps
    4. Call only text Ads
    5. Text Ads on other Google partner websites
  2. Display Ads
    1. Image/video Ads on Google Partner websites
    2. Image/video Ads on Gmail
    3. Image/video Ads on YouTube
    4. Image/video Ads on social networks

Do I need Google Ads?

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.

How much do Google Ads cost?

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.

Watch the video below and learn more about how to get the best results from Google Ads.

Google Shopping

What is Google Shopping?

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.

Do I need Google Shopping?

If you are selling products via an eCommerce website, then the best option for you is to sell your products on Google Shopping.

How much does Google Shopping cost?

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.

Watch the video below and learn more about how to sell more with Google Shopping.

Google Merchant Centre (GMC)

What is Google Merchant Centre?

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.

Do I need Google Merchant Centre?

Yes – If you are selling products via an eCommerce website, then you need a Google Merchant Centre account..

How much does Google Merchant Centre Cost?

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 (GMB)

What is Google My Business?

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.

Do I need a Google My Business Profile?

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.

How much does Google My Business cost?

Google My Business is currently free to use and set up. You can set up your Google My Business 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.

Watch the video below to learn more about Google My Business and Google Maps.

Apple Maps

What is Apple Maps?

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.

Do I need Apple Maps?

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.

How much does Apple Maps cost?

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 set up 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

What is Bing Ads?

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.

Do I need Bing Ads?

Yes – Bing Ads can give you additional reach for people that are searching for your product or services on Bing and Yahoo.

How much does Bing Ads cost?

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.

SE Ranking

What is SE Ranking?

SE Ranking is an all-in-one cloud-based SEO and digital marketing platform that measures your website’s digital performance. The reports you receive from SE Ranking provide the following:

  1.  Snapshot of your organic ranking performance for the month.
  2.  Ranking positions across all search engines for the month.
  3.  Historical ranking positions so you can see your progress over time.

We provide all our clients with their own unique login so they can track their rankings in real-time and review other important metrics.

Do I need SE Ranking?

Yes – you will need to understand how your keywords and content is performing. Without SE Ranking, you will not be able to easily see your rankings for your chosen keywords.

How much does SE Ranking cost?

Concise Digital provides SE Ranking at a low cost of $55 AUD per month.

SEMrush Software as a Service

What is SEMrush?

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.

Do I need SEMrush?

It depends on your commitment! SEMrush has more digital marketing channel analysis and reporting than SE Ranking. You may only need SEMrush if you are heavily involved in the ongoing SEO, PPC and social media in-house. 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.

How much does SEMrush cost?

SEMrush is a monthly subscription with a range of subscription levels. The ‘Basic Plan’ is approximately $140 AUD per month.

Ahrefs Software as a Service

What is Ahrefs?

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:

  1. Provides keyword research for 10 popular search engines.
  2. Analyse backlink growth or decline history.
  3. Analyse history on search engine page ranking for a keyword query.
  4. Monitor your domains backlinks and anchor text on other websites.

Do I need Ahrefs?

Depending on the level of SEO you want to achieve, Ahrefs and SEMrush are similar although Ahrefs has more in-depth 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.

How much does Ahrefs cost?

Ahrefs is a monthly subscription with a range of subscription levels. The ‘Lite (starter) Plan’ is approximately $140 AUD per month.

Facebook For Business Page

What is a Facebook For Business Page?

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.

Do I need Facebook Business Page?

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.

How much does Facebook Business Page cost?

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 Live Chat

What is Facebook Live Chat?

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.

Do I need Facebook 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.

How much does Facebook Live Chat cost?

Facebook Messenger Live Chat is free to use. The integration costs are approximately 1 hour.

Facebook Ads

What is Facebook Ads?

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.

Do I need Facebook Ads?

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.

How much do Facebook Ads cost?

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.

Watch the video below to find out more about, how to get better results with Facebook Ads

Facebook Pixel

What is Facebook Pixel?

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.

Do I need Facebook Pixel?

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.

How much does Facebook Pixel cost?

Facebook Pixel is free to use although it takes about 1 hour for implementation.

Instagram

What is Instagram?

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.

Do I need Instagram?

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.

How much does Instagram cost?

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

What are Instagram Ads?

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.

Do I need Instagram Ads?

Any business that is wanting to reach out to an audience to sell products or services can benefit from Instagram Ads.

How much do Instagram Ads cost?

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

What is YouTube?

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:

  1. Videos: This is where all your videos are placed.
  2. Playlists: Create categories or videos you can share.
  3. Community: Create polls, share images and interact with subscribers.
  4. Channels: Create a list of unique channels for your business.

Do I need YouTube?

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.

How much does YouTube cost?

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.

Watch the video below to learn more about how to use Social Media for Business

YouTube Ads

What are YouTube Ads?

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.

Do I need YouTube Ads?

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.

How much do YouTube Ads cost?

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

What is Twitter?

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:

  1. Add links back to your website,
  2. Link other images or videos and
  3. Share posts, news and events to other users timelines.

Do I need Twitter?

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.

How much does Twitter cost?

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

What is Pinterest?

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.

Do I need Pinterest?

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.

How much does Pinterest cost?

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.

What Is a Domain Name?

A domain name is the address of your website that people type in the browser search bar to visit your website. In simple terms, if your house were a building on an enormous grid system for roads and buildings, then you would need an address so other cars can find their way there (just like how we use Google Maps).

In comparison, the internet is a giant network of computers connected through cables around the world. Computers use domain names to communicate with each other. Just like people have phone numbers, computers use domain names.

Do I need a domain name?

Yes, if you want to have a unique business name for your domain, you need to purchase it by registering it over a set time, usually 12 or 24 months.

How much does a domain name cost?

The cost of registering domains can be as little as $10 or more than five thousand dollars depending on factors such as availability and registrar. It’s best to visit a domain registration website to check the availability and average cost.

Backlinks (also known as “inbound links”) are essential to how Google and other major search engines rank pages. These incoming connections from one website to a page on another show that these sources think it is important enough for their readership to know about the information you’re presenting. If your site has many backlinks coming in, then this could be helping with its page authority and organic rankings!

Do I need backlinks?

Yes, you do need backlinks to compete effectively online. There are many factors that go into ranking well in search engine result pages (SERPs). The big one, of course, is backlinks. However, a site’s content and usability can also play an important role. It would be hard to say how much impact backlinks have on the rankings because it really depends very heavily upon your link profile. Backlinks are an important factor in your organic ranking but they are only one part of the SEO equation.

How much do backlinks cost?

The cost of backlinking will depend on the number of backlinks you will need to compete effectively with your competitors. Suppose you are a local business and only want to reach your local target audience. In that case, you may not need many backlinks compared to your competitors, who also don’t have many backlinks. On the other hand, if your business is very competitive and your competitors have more high-quality backlinks, you will need to match their backlinking numbers and possibly add more backlinks to outrank them on search engines.

The cost of backlinking will depend entirely on what existing backlinks you have and the quality of the backlinks you have, in comparison to the quality and number of backlinks your competitors have.

Paul

Paul Murphy

Hi I'm Paul A Digital Marketing Project Manager and Coordinator at Concise Digital.

On a day to day basis, I am helping track campaign progress, developing various digital marketing materials, sourcing images and artwork, collating content, updating online assets, streamlining digital marketing production and handling general digital marketing activities.

My work allows me to use my creative thinking skills and strategies and I play an essential role in driving the digital narrative, enhancing the organisation's image, improving digital communication with clients, and encouraging business growth through effective campaigns.

Living in Melbourne is a constant weather watch so I can head out on my Harley Davidson to enjoy the hills and mountains. I also ride a push bike to keep fit, so when I’m not working in digital marketing I am on two wheels somewhere in Victoria.

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