Every industry develops jargon. Jargon is a collection of acronyms, buzzwords and slang that are used by people in the industry but often mystify outsiders. Though ad tech and marketing jargon is always evolving, we’ve compiled five of the most used industry words.
Pay per click is an advertising tactic that directs users to websites. These ads are usually found on search engines like Google or Bing. Advertisers typically bid on keyword phrases relevant to their target market, and then pay a set amount when the advertising link is clicked.
A/B testing allows companies to determine which version of a website is more effective by showing different web pages to similar visitors. This testing, also sometimes called split testing, measures which version of the website produces a better conversion rate among visitors.
You’ll often hear businesses talking about their customer’s pain points. Pain points are the things that are causing customers trouble or difficulty. In order to solve these problems, we first have to identify them. If someone asks you to find the pain points, they are really just asking you to identify current or potential challenges.
Positioning your company or your client as a thought leader simply means becoming a voice of authority in your field. You can position your client as a thought leader by having them give interviews, participate in panels or write in-depth blog posts about issues in your industry. Being seen as a thought leader can help grow your business and keep your clients happy.
This is the path that makes a consumer a customer. The broad end of the funnel describes simply exposing your audience to your brand through advertising or marketing. You want your audience to continue to the middle of the funnel, where the consumer visits a website or gets more information. Finally, the bottom of the funnel gets a consumer to take a desired action. Various stages of the funnel may be used to measure the effectiveness of advertising.