A strong presence in the digital marketplace requires a well-designed SEO strategy, a carefully constructed PPC SEM action plan within the SERP with an irresistible CTA so the CTR is maximized for a strong ROI and ultimately, TOMA for your products and services.
Wait. What?
Some of you read that and followed right along, but if you didn’t… don’t be discouraged. There are lots of abbreviations that fly around regarding digital marketing! We’re going to take a look at what these different abbreviations mean, and in future blogs, we’ll explore some of these concepts in-depth to help you gain a better understanding of how to be seen and remain competitive in the online marketplace.
Call-to-Action (CTA) – Your call to action is the persuasive technique that is used to provoke an immediate response from your audience. “Call now”… “Don’t delay”… “Lock in your rates today!”… “Click here to Apply”.
Click Through Rate (CTR) – To determine the click through rate, you take the number of users that opened an email or viewed an ad, and divide that by those who clicked a specific link to your page or promotion. This is another metric that can be used to gauge the effectiveness of a particular online or email campaign.
Search Engine Results Pages (SERP) – The page displayed by a Search Engine (Google, Bing, Yahoo) as a result of a query by the user.
Search Engine Marketing (SEM) – This is the placement of paid advertisements within Search Engine Results Pages (SERP). The advertiser bids on keywords that reflect the products and services they offer, and when someone searches those keywords in a search engine like Google, a relevant ad pops up within the search results.
Search Engine Optimization (SEO) – The process by which webpages are brought to the top of SERP, generating organic visibility from a search query, without the use of paid advertising.
Pay-Per-Click (PPC) – This is a digital advertising model where the advertiser pays only when their online ad is clicked.
Return on Investment (ROI) – This is the amount of money you make from an ad compared to the amount of money you spent on the ad. But, you probably already knew this one.
Top-of-Mind Awareness (TOMA) – When your brand pops up first in the mind of consumers when they think about a particular service or industry, you’ve created TOMA in that consumer.
This is a high-level overview of some of the common terms you might come across when researching how to start formulating, or change up, your online presence. Next time, we’ll look into how SEO and SEM work hand-in-hand with SERP to produce online visibility of your products and services. If you are ready to jump in or slowly test the digital advertising options, contact us as sales@pmdgrp.com. We can help you define and execute your online campaign.