Most Important Advertising Terms

February, 01, 2017

No one ever said advertising was easy. The terminology can be downright confusing at times, which is why we all can use a little help.

The next time you need to talk advertising with your colleagues or the ad pros, remember the following terms:

  • A/B or Split Testing – Testing is an important function in the field of advertising. How do you really know if one choice is going to perform better than another without a test? In the digital marketplace, it’s easy to conduct split testing for advertisements, and it’s just as easy to track the results. This helps illustrate which ad (“A” or “B”) is the one to run.
  • Affiliate Marketing For some companies, offering affiliate marketing opportunities make sense. Let’s say you’re an ecommerce business and you want to get more sales from mothers and moms-to-be. You might allow a top mommy blogger to become an affiliate. The blogger would promote your website with an advertisement, and every click-through would result in money for the blogger.
  • Bounce Rate – What is the bounce rate for a webpage? It’s the percentage of people who went to your website and immediately left. Obviously, you want a low percentage for your bounce rate. A high percentage indicates you aren’t attracting the right audience.
  • Closing the Loop – This term envisions the sales cycle as a big circle. When you close the loop, you’re basically showing that the ad you placed led to a direct sale. The only way to close the loop is to have tracking measures and software in place. Otherwise, it would be almost impossible to know where a customer came from.
  • Geofencing – What are geofences? They’re pockets of communities that are predefined by software. Let’s say you own a deli. You could always use geofencing to offer people within certain geographic boundaries specials or discounts. Geofencing allows you to have real time interactions with people when they need what you have to offer.
  • Landing Page – A landing page is a specially designed webpage that is part of your overall site, but it is just used as a touchpoint for people visiting because they clicked on a particular ad. Some websites wind up with many landing pages. After all, each page can give you a wealth of data.
  • Mobile Search – Mobile searches are those that happen on your mobile device, such as a smart phone or tablet.
  • Native Advertising – These ads are disguised to look like the content that surrounds them. Native advertising is more seamless than traditional advertising. When handled properly, it can be a good source of inbound leads.
  • Pop-Ups – Pop-ups are windows that lay on top of the original window. Although some websites use pop-ups frequently, they can be annoying to visitors. Therefore, any pop-up should have an easy-to-exit element so users don’t leave the site.
  • Retargeting – This is a nifty little way to remind prospective customers that you’re around. After someone visits your website, they’ll start to see ads for your company popping up from time to time. These aren’t by chance, but by design. Retargeting increases brand awareness and improves overall sales.
  • Search Advertising – These are the ads you run on search engines like Google and Bing.
  • Social Advertising In contrast to search advertising, social advertisements are relegated only to social media channels and platforms. Thus, they may look significantly different than their search advertising counterparts. However, both search and social advertisements can lead to a singular landing page.

The next time someone brings up digital advertising as a subject, you’ll be in a much better place to thoroughly talk about a host of possibilities.

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