Back to School: Digital Marketing Lessons 101

With September here, the smell of school is in the air. Even if you haven’t been back to school in decades, we’re betting you can still remember the first day of school feeling!

In the spirit of the season, we’re getting into the learning groove by getting back to digital marketing basics. We’ve compiled a list of digital marketing terms you may or may not know, plus ways to take them further.

School’s in session. Here are the must-know digital marketing lessons for 2019!

Digital Marketing Vocabulary

Acronyms make up a lot of digital marketing terms — but do you know what they mean? Let’s break it down.

CTA: Call-to-action. This is the text at the end of a blog post, eBook, email, website, etc. that encourages a reader to take the next step — it is essentially calling them to take an action. Whether you want them to sign up, download, purchase, call you, or more, this is where you ask them to do so!

Take it a step further: Make sure your CTAs are driving your readers to the right actions.

PPC: pay-per-click. This is any type of paid advertising: Google Ads, Facebook Ads, LinkedIn Ads… you get the idea. Advertisers pay a publisher a certain amount of money every time their ad is clicked. On search engines, PPC ads display when someone searches for a specific keyword. On social media, you target your ad to show to a certain audience based on selected criteria.

Take it a step further: engage a professional to make sure that your PPC advertising strategy is getting the best return.

SEO: search engine optimization. SEO helps your website rank higher in organic search on search engines, such as Google, Bing, or Yahoo. On-page and off-page SEO factors help increase your Google ranking.

Take it a step further: Understand the difference between on-page and off-page SEO.

SEM: search engine marketing. This includes a combination of SEO and PPC factors to get your website noticed on search engines.

Take it a step further: Learn how to get the number one ranking on Google.

SMM: social media marketing. This is any type of marketing that happens on social media, be it paid advertising or organic posting.

Take it a step further: Identify which social media platforms are best for your business.

ROI: return on investment. This is used to determine the efficiency of an investment — essentially the amount of profit you earn vs. what you spent. For instance, if you budgeted $10 for a digital marketing campaign and only made back $5, you might identify it as a low ROI. But other factors can go into determining ROI too as some measures are more qualitative than quantitative.

Take it a step further: Identify your business goals to determine the ROI.

CPC: cost per click. Related to PPC, this is the amount of money spent to get a digital advertisement clicked. For instance, if you choose a highly competitive keyword for a Google Ad, each click could cost you $40. For some PPC ads, particularly on social media, you can choose to set a click budget limit.

CPL: cost per lead. The amount of money it takes to acquire a lead.

Take it a step further: Identify which leads are the most lucrative for your business.

B2B: business-to-business marketing. If your target market is another business — wholesale, corporate, small business, etc. — you are likely engaging in B2B marketing.

B2C: business-to-consumer marketing. If your target market is the general public — one-on-one sales, direct-to-consumer, etc. — you are likely engaging in B2C marketing.

KPI: key performance indicator. The metrics used to determine the success of your endeavor. For instance, if you are creating a Facebook post the KPIs you watch might be reach and engagement.

AODA: Accessibility for Ontarians with Disabilities Act. This Act sets the standards that Ontario businesses must meet to be accessible to people with disabilities. This includes digital accessibility by making sure that your website is accessible.

Take it a step further: Understand web accessibility.

Are there any other digital marketing lessons or terms you’re interested in learning about? Pulsion Marketing can help. We’re a full-service digital marketing agency with a team of experts ready to answer any questions.

Give us a call today at 1-888-701-4441 or visit