We have compiled a list of frequently used terms in the digital marketing and advertising world. By understanding certain keywords better, you will be able to optimise your web presence to cater to a wider audience and increase your business' exposure online. 

Here are five strategic marketing keywords every business owner should know.

1. Impressions

Impressions are the number of times that your content is shown to viewers, no matter whether it was clicked or not.

Impressions are still viewed as an important metric for online advertisers, as they can still lead to clicks, purchases or other interactions.

2. Click-Through Rate (CTR) 

The click-through rate is the number of people who clicked on a specific advert or link in relation to the number of impressions. 

One needs to keep in mind that if one user has clicked on the same link from the same source twice, the rate would count that as two separate clicks. 

3. PPC (Pay Per Click) 

PPC is a strategy where advertisers pay a sum each time a user clicks on their online adverts. They can be used for ads on social media, search engines and display banners among other platforms.

4. Cost Per Click (CPC)

CPC is a term used in paid digital advertisements – it's a way of calculating how much each click was worth in relation to the amount you have spent in a PPC campaign.

5. Search Engine Optimisation (SEO)

SEO is made up of written content, links, interactive design and images. Thanks to the implementation of SEO, your website will be able to rank higher on search engines' results – as it will be seen as a more reputable source. When it comes to written content, in order to rank higher on a range of search engines, you need to use specific keywords that are associated with your business. Through the use of technical SEO, you will be able to gain more views organically over the long run.

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