Clearing the Jargon of Pay Per Click Optimisation
Technology has bred a new language for sure, but it is not always easy to understand. The Oxford Dictionary describes Jargon as “Barbarous or debased language or language particular to a class or profession.”
PPC jargon does not constitute either barbarous or debased language, so it must be the other. PPC jargon is unique and allows technology savvy people a way of communicating with each other in a way that often excludes others.
Good for some
While this is good for some, advertisers must guard against using jargon which confuses and mystifies their customers. Customers have to know what you are talking about, so if you are selling kettles, don’t call them WBA’s, without explaining that this stands for Water Boiling Aids.
Apart from this sort of jargon, just understanding the definitions of PPC can be hard even for those who are technology empowered. Talking about conversions for instance may be very confusing for some people, especially if the meaning is taken literally.
In the Oxford Dictionary conversion is described as “converting or being converted”. In PPC terms conversion has a specific mathematical equation where it take the number of visits which have been generated into sales and then divides them by the number of clicks per advertisement. Impressions is another one.
The dictionary describes this as “print from type or engraving, issue of book or newspaper, effect produced on mind, mark impressed” while in PPC terms this means ‘the number of times and advertisement is displayed”.
ROI, SEM, PPC, CPC, SEO or CPA. Without explanation of what there are, they end up as just a nonsensical string of letters. The importance of clearing the jargon out of PPC should be evident as it will give end users the understanding they need in order to accomplish your goals.
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