SEO, SEM, Paid Ads, & Lead Generation
OverviewDigital marketing is often about gaining exposure through the form of impressions that generate leads which then get converted into sales. The most common way consumers find businesses these days is through search platforms such as Google or Bing, and social platforms such as Facebook, Instagram & LinkedIn. However, your company’s website is just one of potentially hundreds of other websites offering similar products or services on these platforms which can result in your website getting lost in the endless pages of search results. This means your job now is figuring out how to get all those potential consumers to click on your website instead of clicking on your competitor’s website when they search for your services online. What page your business ends up on these search platforms is called a “ranking”. If your business is the first business to display on Google, this means your search ranking is #1. Or if there are 10 businesses that appear before yours, this means your search ranking is #11. If you’re new to digital marketing it’s highly likely that you’re going to come across new terms and acronyms that you may never have heard or seen before. Terms that may start to look familiar will include ones such as:
- CPC (Cost per Click),
- CPA (Cost per Acquisition) or CPL (Cost per Lead),
- CTR (Click Through Rate),
- and many others.