Web Marketing: Definitions of Key Terms

What is Google AdWords?

Google AdWords is Google's advertising program, commonly referred to as "keyword buying."

Google AdWords allows you to create ads and present them to people actively searching for information related to your business.

Why run a marketing campaign?

A marketing campaign is a set of marketing actions implemented during the same period with the objective of promoting the same product or service.

Actions can include: press relations, web channels (affiliate marketing, price comparison sites, marketplaces, organic search, paid search, etc.), email marketing, contests, sponsorships, event organization, and more.

What is a Community Manager?

A Community Manager is a professional who animates and builds communities online on behalf of a company, brand, celebrity, or institution.

Deeply connected to Web 2.0 and the growth of social networks, the profession continues to evolve today.

The core of the profession lies in interaction and engagement with users (community building, moderation); however, a community manager may perform diverse activities depending on context.

Common responsibilities among most community managers:

• Organize and encourage exchanges within the community
• Define and animate community discussion objectives
• Enforce proper communication standards (netiquette)
• Develop a social media presence strategy
• Monitor the client's online reputation

What is a Cookie?

A cookie is a small text file in alphanumeric format placed on a user's hard drive by the visited website's server or by a third-party server (ad network, web analytics service, etc.)

Cookies are generally understood to recognize a visitor when they return to a website.

What is Email Marketing?

Email marketing is a direct marketing method that uses electronic mail as a means of mass commercial communication to send messages to an audience.

The term is generally used to describe:

• Sending emails to strengthen relationships between an advertiser and current or former customers, to encourage customer loyalty.
• Sending commercial emails to acquire new customers or persuade existing customers to purchase a product or service now or in the future.
• Sending newsletters to provide added-value content to customers to build loyalty, increase sharing, and enhance brand image.

What is Google Analytics?

Google Analytics is Google's statistical tool that allows website administrators to analyze their audience.

Completely free and launched by the American company in March 2005, it is used by more than three-quarters of the international market because it is simple to use and understand, and provides multiple, highly useful statistics.

In addition to providing graphical and numerical audience evolution, Google Analytics reports show how visitors navigate the site, what they do there, and how they arrived.

Google Analytics is a powerful and flexible tool that enables the following features:

• Generate data for any period by entering start and end dates.
• Access numerous data points including visitor count, page views, average visit duration, bounce rate, new visitor rate, and more.
• View details on referring sites, showing which websites drive the most traffic and statistics about those visitors.
• See details on visitors from search engines, ideal for knowing which keywords drive the most traffic and visitor quality.
• Geolocation of visitors by country or region/city, ideal for location-specific websites.
• Link Google AdSense with Google Analytics for detailed advertising revenue statistics.
• Extensive additional options and flexible functions are available for direct testing.

What is Inbound Marketing?

Inbound marketing is a marketing strategy aimed at attracting customers to you (online) rather than pursuing them with traditional outbound marketing techniques.

You must capture the attention of prospects by producing quality content on your website so it is easily identified by search engines and shared on social media. The objective is to gain prospect attention.

This is also called Earned Customers, as opposed to Paid Customers or customers acquired through advertising, paid search, etc.

Inbound marketing encompasses the entire marketing-sales process, from a visitor's first contact with your brand through repeat purchases.

What is the Facebook Pixel?

The Facebook Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by tracking actions taken by people on your website. You can use pixel data to

• ensure your ads reach the right people;
• build audiences for your ads;
• take advantage of Facebook's additional advertising tools.

Configure the Facebook Pixel by adding the pixel code to your website's header. When someone visits your website and takes an action (such as making a purchase), it triggers the Facebook Pixel, which reports that action. This way, you'll know when a customer takes an action and can reach that customer again with future Facebook ads.

You can use data collected from Facebook pixel tracking in multiple ways to refine your Facebook advertising strategy. With the Facebook Pixel, you can:

• Reach the right people Find new customers or reach people who visited a specific page or took an action that matters to you on your website. Also create lookalike audiences to reach more people similar to your best customers.
• Generate more sales Use automatic bidding to target people most likely to take an action you care about, such as making a purchase. Learn how to optimize your ad sets for conversions.
• Measure your ad results Understand your ad performance by discovering the results it generates. You can view information such as your conversions and sales and the data available on your Facebook Pixel page.

What is SEA?

Paid search, or Search Engine Advertising (SEA) in English, involves placing sponsored links in search engine results through a specific ad network such as Google AdWords or Bing Ads.

What is SEO?

Search Engine Optimization (SEO), also called organic search, is a set of techniques aimed at optimizing the visibility of a web page in search results.

These techniques aim to improve search engine crawlers' understanding of a website's theme and content, and increase the site's organic traffic, which typically results in better business visibility and increased revenue.

The objective is to improve a web page's ranking in search results pages.

A site's ranking is considered good when it appears on the first page of search results, within the top ten organic results for keywords that match its theme precisely.

SEO focuses on generating organic results, unlike SEA (Search Engine Advertising), which aims to improve ranking through paid methods such as sponsored links or paid ads.

What is SXO?

SXO (Search Experience Optimization) improves content quality to meet user expectations through semantic linking work.

It responds to the evolution of user search trends, particularly the growing use of voice search. SXO is based on user experience (UX) to improve a website's visibility.

What does a marketing strategy include?

A company's marketing strategy is a process of study and reflection designed to achieve the closest match between supply and demand.

This approach fits within the company's overall strategy.

The company aims to increase revenue, market share, and customer retention through differentiation, motivation, or adaptation of solvable offerings, thus increasing economies of scale.

Within this framework, strategic marketing, a component of the overall marketing strategy, ensures with other key company functions (quality management, logistics, IT system management, human resources management) that the offering is feasible.

Marketing strategy often overlaps with company strategy, particularly in organizations with few business areas and directly negotiates organizational synergies (or flexibility) and profitability expectations from the finance department.

In essence, it often comes down to developing a marketing mix targeted at customers.

What are mobile operating systems?

A mobile operating system is an operating system designed to run on a mobile device.

This type of operating system focuses on managing wireless connectivity and various interface types.

These operating systems are found on smartphones: Symbian OS from Nokia, iOS from Apple, BlackBerry OS from RIM, Windows Phone from Microsoft, Palm webOS, Android from Google, and Bada from Samsung.

What is Facebook engagement rate?

On Facebook, engagement rate is the number of people who liked, shared, commented on, or clicked a post divided by the total number of people who saw that post.

This metric measures how interested users are in a particular post.

It can be considered the equivalent of Click-Through Rate (CTR) in sponsored links.

What is impression rate?

Impression rate is a metric available in AdWords reports.

It shows the proportion of impressions received (ad displays) compared to the maximum theoretical impressions possible for a campaign.

Click-through rate vs. conversion rate?

Click-through rate (CTR) is the ratio between the number of clicks an element receives and the number of times it is displayed.

It is expressed as a percentage. If a banner ad is displayed 1,000 times and receives 10 clicks, the click-through rate will be 1%.

Click-through rate is widely used in electronic marketing to measure online advertising effectiveness.

You can also speak of click-through rate for clicks made on a search engine results page (SERP).

Unique click rate is the ratio between the number of times an ad is displayed and the number of people who see it.