What are some of the key terms and metrics used for Digital Marketing?

Name

Description

A/B test

An A/B test is a study that allows you to conduct a controlled experiment comparing multiple ad sets to see which performs the best—also known as “split testing.”

Ad

An item of promotional content

Ad delivery

A process through which you declare the maximum price you’re willing to pay for a click, impression or conversion

Ad format

The layout of an ad that determines how the ad will look and how many images or videos it will contain

Ad Placement

Indicates where your ads are shown to users.

Adset

A group of ads that share the same daily or lifetime budget, schedule, bid type, bid information and targeting information

Ads report

A report created and managed in Ads Manager that indicates the performance of a set of ads

Artificial Intelligence

Artificial intelligence (AI) describes machines and computers that mimic cognitive functions that humans associate with human intelligence, such as learning and problem-solving. AI has transformed the way we conduct business online, from automatically sending emails to collecting and segmenting data sets of potential customers to target in digital marketing campaigns.

Average Response Time

Average response time is the average measure of time it takes for a brand to respond to inquiries and other interactions on social media. These days, the average customer expects a response within one hour. Facebook displays the response time on branded Facebook pages to try to encourage those brands to respond faster.

Automated Ads

Plezzel provides a zero-touch offering, where the platform automatically generates ads for new listings based on these preferences, eliminating the need for manual ad creation.

Boosted Post

A boosted post is a type of Facebook advertisement where you promote an existing post on your brand’s page. This could be a link to your latest blog, a photo, a video or a regular text post. A boosted post amplifies the reach of your content to a wider range of people who you can target based on information like location, age, sex and interests. The more you invest, the more people you can potentially reach.

Brand Audience

Brand Awareness includes Sales Audience + other pixel audiences. It is a the master audience. Therefore, should be equivalent to Sales, or greater than.

Call To Action

A phrase used to prompt a certain action or immediate response such as “Learn More” or “Sign Up Today”.

Campaign

An ad or series of ads built around a single theme or set of attributes and delivered by an ad platform to a specific audience

Campaign objective

The goal an advertiser selects reflects what they want to achieve with their marketing effort; in Ads Manager, this setting is located in the first level of campaign creation

Carousel (ad format)

Promotional content that displays multiple images or videos that scroll from left to right

Click Through Rate

The Percentage of times people saw your ad and performed a click.

Clickbait

Clickbait is a type of sensationalist headline or link that encourages people to click into an article, image or link. Common examples include “You won’t believe…” and “What happened next will shock you”. Instead of providing you with the factual or genuinely interesting lead, the idea is to spark enough curiosity to just get people to click and the end content usually doesn’t deliver on the promise.

Clicks

The number of clicks on your ad. The metric counts multiple types of clicks on your ad, including certain types of interactions with the ad container, links to other destinations, and links to expanded ad experiences.

It includes:

Conversion

A defined action of importance (e.g. making a phone call or reaching a thank you page on a website) deemed valuable to a business. Conversions are used to help measure effectiveness and return on investment of digital marketing campaigns and strategies.

Conversion Rate Ranking

Conversion rate ranking explains how your ad's expected conversion rate compared to ads with the same optimisation goal competing for the same audience. The expected conversion rate calculates the likelihood that a person who viewed your ad will complete your optimisation goal.

Possible values for conversion rate ranking are (where average represents the 35th to 55th percentile):

Conversions API

A direct channel to gather customer activity in a way that supports efforts to honor the choices people on Meta technologies make about data sharing

Cost Per Click (CPC)

The average cost for each click. The lower the number the better.

Facebook and Google have different rates and it changes throughout the campaign by a number of factors, here are a few that might help the vendor.

Market demand – the market demand for your target audience at the time when your campaign is reserved.

Market supply – how available and responsive your target audience is on Facebook and Instagram.

Your own overlapping campaigns – if you're running multiple campaigns at the same time that target the same audience, it can drive up the cost of that audience.

For example, during the end of the financial year sales and Christmas sales, everyone is competing for advertising space, and with demand the price increases. When there is lower demand the price decreases.

Cost per impression (CPI)

The cost for each person who views your ad

CPM - Cost Per Thousand

CPM refers to the amount of money it costs for a social media post to be seen 1,000 times.

Creative

Creatives used on common Social Media channels include images, videos, slideshows and carousels.

Custom Audience

A group of people created through a Meta advertising feature that lets you find your existing audiences among people who are using Meta technologies

Custom Audience

A list of people from an existing list, ie CRM, Feed. Custom - based on enquiries received in the client's platform, this is related to the job that runs overnight that pulls enquiries into audiences based on certain price-points, because these are sourced from first-party data they never expire so will generally outgrow the website audiences over time

Custom Campaign

Are planned strategic advertisements on Facebook, Instagram and Google (display and Search) based on an Agent, Agency or Office.

Custom event

A logged action specified by you based on a specific action you want people to take on your website, app or offline data source A tool, connection, piece of code or other object that collects information, such as the Meta Pixel, Facebook SDK and offline conversions; the information can be used for measurement and analysis later

Engagement Rate Ranking

Engagement rate ranking explains how your ad's expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad. Engagement-baiting (such as asking for likes and comments) will not improve your ad's performance.

Possible values for engagement rate ranking are (where average represents the 35th to 55th percentile):

This metric is only available for the last 35 days.

Estimated Ad Recall (PEOPLE)

An estimate of the number of additional people who may remember seeing your ads, if asked, within two days. This metric is only available for assets that are part of the Brand Awareness, Post Engagement and Video Views objectives.

How it's calculated...

The metric is calculated as the difference between the predicted recall of people who saw your ads and the number of people who didn't see your ads.

The estimated recall is based on the number of people you reached with your ads and how likely each person is to recall the ads they saw. We calibrate the estimate with ad recall lift surveys. This metric is only an estimate and may be imprecise.

Event

A logged action that people take on your website, app or offline, usually for capturing and measuring ad performance. See the custom event too.

Facebook Audience Network

The Facebook Audience Network includes a number of channels.

Facebook - the Facebook website or mobile app.

Instagram - the Instagram website or mobile app. Messenger - the Facebook Messenger website or mobile app.

Audience Network - a network of non-Facebook mobile apps that show Facebook ads.

Frequency

A display advertising metric that counts the average number of times a user has seen an ad. Video, display, and social media advertising often measure the frequency; however, search ads do not include the frequency measurement in their reporting. You want it no higher than 2.5 if possible.

Google Ads Search

A pull approach - Advertising based on search criteria, which is a more direct approach.

Your ads get matched to content related to your business or to your customer's interests.

Google Display Network

The Google Display Network allows Google Ads to show on a number of channels.

Google websites such as Google Finance, Gmail, Blogger and YouTube. As well as Mobile sites and Mobile Apps

Impressions

The number of times that your adverts were on-screen for your target audience. An impression is counted as the number of times an instance of an ad is on screen for the first time.

Instant Experience

A fullscreen, post-click experience that opens after someone taps your ad on a mobile device

Key performance indicator

A measurement to evaluate the success of a campaign or ad

Local SEO

Local search engine optimisation (SEO) is the process of optimising your online presence to attract more people from relevant local searches on Google and other search engines. This involves a range of tactics including using relevant localised keywords (e.g. Geelong real estate) often on your website, blog posts, social media posts, etc.

Loookalike audience

A group of people who are similar to an existing audience, allowing you to direct your ad to people who “look like” your established customers. A Lookalike Audience is a way of reaching new people on Facebook who are likely to be interested in your business offerings because they’re similar to the existing audiences you target your ads and sponsored posts to. This new audience is created using information from your pixel (Facebook’s analytical tool) or fans of your page. Facebook identifies common qualities of people based on demographic information or interest. You can then target those people with an ad.

Omnichannel Marketing

Omnichannel marketing focuses on delivering consistent advertising messages across multiple “touchpoints”, such as:

Delivering a consistent message with your advertising and branded posts helps build familiarity, expertise and trust with potential customers as they come across your brand in different places across the web.

Pixel/Website

Website - based on pixel tracking on a client website, the audience will contain any Facebook user that visits the page with the pixel on it, because Facebook only tracks page visits for a max of 180 days, these audiences generally don't grow after 180 days of the pixel being installed, meaning they will be lower than custom audiences over time A tracking pixel is an HTML code snippet that is loaded when a user visits a website or opens an email. It is useful for tracking user behavior and conversions. With a tracking pixel, advertisers can acquire data for online marketing, web analysis or email marketing. With log file analysis, long data evaluation or using appropriate analytical tools, this data can be used for different purposes, for example retargeting. Pixels only track for the last 180 days.

Placement

A location where you can show an ad on a website or app, such as Feed, Instagram Stories or Messenger Inbox

Plezzel Engagement Index

Is a total score of likes, comments, shares, saves and reactions combined.

Portal Enquiry Custom Audience

This is a high-targeted audience created by the Plezzel platform using enquiry data from real estate portals and websites.

Quality Ranking

Quality ranking explains how your ad's perceived quality compared to ads competing for the same audience. We measure ad quality through various signals, such feedback from people viewing or hiding the ad and assessments of low-quality attributes in the ad, such as withholding information, sensationalised language and engagement bait.

Possible values for quality ranking are (where average represents the 35th to 55th percentile):

This metric is only available for the last 35 days.

Quality Score

Quality Score is a metric used by Google that influences ad rank and cost-per-click (CPC) of ads. It plays a big role in how effective your ad campaigns are and is measured using several factors including:

How many people click your ads normally, i.e click-through rate (CTR)

The relevance of each keyword you use to its ad group.

Landing page quality and relevance

The relevance of your ad text

Historical Google Ads account performance.

Your Quality Score affects how much you pay for each click and how your ads perform. Similar to a credit score, the better your results have been in the past, the better your Quality Score will be.

Reach

This is a Facebook-only metric and is the number of people who saw your adverts at least once. Reach is different to impressions, which may include multiple views of your adverts by the same people. The higher the number the better.

Retargeting /Remarketing

Retargeting or remarketing is focused solely on the behaviour of your website’s visitors.

For example, let’s say you’re shopping online for new furniture and then you go onto an entirely different website, like Facebook, and notice that all of the pop-up ads are furniture related.

They’re basically monitoring your behaviour in order to tailor paid ads they think will catch your attention on other websites

Slideshow ads

Combines multiple images, text and sound to get people’s attention and tell a story

STP - Straight Through Processing

Automated ads that are zero-touch for the Agent and marketing admins.

Targeting

The process of defining an audience for your ads. Plezzel uses a multi-layered approach for targeting buyers, homeowners and investors.

This includes demographics, interest targeting, and geo-targeting.

Demographic targeting refers to the practice of selecting specific demographic characteristics of individuals or groups as criteria for targeting marketing campaigns or advertisements. This targeting approach focuses their efforts on reaching the most relevant audience based on factors such as buyers, couples, retirees and other demographic attributes. By tailoring their marketing messages to specific demographic segments, advertisers can increase the effectiveness and efficiency of their campaigns by reaching the right audience with the right content.

For interest targeting, advertisers can target their ads to users based on their demonstrated interests, such as pages liked, content engaged with, and ad interactions. It helps advertisers reach a more relevant audience and increase the effectiveness of their campaigns.

Geo-targeting can target ads to users based on their location, such as countries, cities, or regions. It helps businesses reach their desired audience in specific geographic areas, increasing the effectiveness of their campaigns.

Vanity Metric

Everyone likes metrics, especially positive ones. But some positive metrics deliver no real value. A good example is impressions. They represent the number of times that an ad appears on someone’s screen. Having thousands of impressions sounds good. But there’s no guarantee the people actually saw your ad even if it appeared on their screen. The reality is that, in isolation, impressions are just a vanity metric. To add value, brands need to add engagement, reach, clicks or increase in followers to measure an ad’s actual impact.

VPA – Vendor Paid Ads

Advertisements on Facebook, and Instagram by the property owner.