Common Marketing Terms

1. CPA (Cost Per Acquisition)

We use CPA to measure the cost of acquiring a customer. We obtain this number by determining the overall campaign cost against the number of conversions generated. This is a critical metric as a high CPA can cut into profits. Having a target for your CPA is a good litmus for evaluating any new marketing campaign.

2. CPI (Cost Per Impression)

CPI simply measures how many eyeballs have been in your advertisement. Many advertising platforms use this billing method combined with CPM, or cost per thousand. A high CPI is not necessarily a bad thing, and a low CPI isn’t inherently good. Since some views are more likely to become customers, a high CPI may have a lower CPA than a low CPI that has a low likelihood of closing the customer.

Impressions are vital to business growth from more than just a conversion standpoint. Every time someone sees your brand, you create more touchpoints and familiarity with the company.

3. A/B Split Testing

Split testing is the process of running two versions of the same marketing collateral at the same time to see which one performs better. This can be utilized on landing pages, postcards, social media advertising, and nearly any marketing platform. One crucial component of Split testing is not to switch too many variables at once. If you’re testing different headlines on an email marketing campaign, don’t also try sending it to drastically different audiences as you won’t be able to pinpoint which variable leads to the campaign’s results. 

4. Lookalike Audiences

Lookalike audiences are a group of individuals that mirror characteristics of existing customers or website visitors. Lookalike audiences are used predominantly on Facebook and Google advertising. These audiences are generated by tracking data and uploaded customer lists. The power behind lookalike audiences is their high likelihood of interest in your product, and the fact that they’re more likely to have a lower CPA than a broader advertising campaign.

5. KPI (Key Performance Indicator)

KPI’s are the backbone of marketing success. A KPI can be anything with which we measure performance like click-through rate, whitepaper downloads, or sales. 

6. Lead Generation/Lead Magnet/Lead Nurturing

Lead Generation is the process of creating leads through advertising and other forms of marketing like SEO. 

Lead magnets are part of this process. A lead magnet is typically a free offering given to pull prospects into your lead generation process. This can be an e-book giveaway where users have to enter their email to obtain access, a guide, access to a course, or anything similar. 

Lead Nurturing is the process of taking the leads captured through your lead magnet and engaging with them through email marketing, social media advertising, and content marketing until they’re ready to make a purchase. 

7. CTR (Click Through Rate)

Click-through rates can make or break advertising campaigns. Calculated as a percentage, it refers to the likelihood of someone that has seen your ad to click on it. To get this percentage, take the total number of clicks received and divide by the number of impressions.  

8. Engagement Rate

Engagement rate refers to the likelihood your followers like, comment, and share your content. It also has a vast application in the world of SEO. Content that has a higher engagement rate is going to be recognized as high quality by Google and rewarded with better rankings.  

9. Remarketing 

Have you ever looked at a mattress or a tennis racket on a website, but instead of purchasing, you jump over to Facebook, where there is an ad for that specific tennis racket or bed? You were just remarketed. 

Remarketing tracks users who click on a website, and then targets them with advertising related to the pages that they clicked on. 

By setting up ads for every product that your company sells, you can create ads specific to each offering. By hyper-targeting through remarketing, you substantially increase your chances of a purchase decision.

10. Relevancy Score & Quality Score

Relevancy score and quality score function in the same way. They measure how well targeted your advertising is to people you are advertising to. Advertising blue cars to people who only like red ones would yield bad scores, while talking about how your company sells cars with the best red paint in the industry would create fantastic scores.

There is only one difference between both metrics: Relevancy is used by Facebook, while quality is used by Google.

The importance of both scores cannot be overlooked. Lower scores lead to lower CPA and lower costs across the board. 

11. B2B & B2C

B2B stands for business-to-business, while B2C stands for the business-to-consumer. 

B2B is usually a more professional sale where solutions and products essential to another business’ success are sold. Component manufacturers and accounting firms would fall into this market. B2C is usually more closely aligned to retail or services like plumbing. 

The approach to marketing to each segment should be unique as the needs of the end consumer are different. B2C can involve more social media marketing, while B2B may rely more heavily on blogging.

12. CTA (Call To Action)

A call to action is basically the “next step” on any advertisement, landing page, or email. The idea behind the CTA is for the prospect to continue down the lead funnel. The CTA can take the form of submitting an email address, requesting a quote, or making a purchase. 

When utilizing a CTA, it should always be easy to find. Since it’s the focal point of the marketing piece, it should also be the focal point of the overall design. 

13. Pixel

The pixel is a piece of tracking code generated by Facebook that gathers information on your visitors and monitors the performance of your advertising. The power of the pixel is its ability to create lookalike audiences and retarget people that have already visited your product page.

14. Thank You Page

We’ve all seen a thank you page on websites throughout the years. Surprisingly, this page has a hidden marketing advantage.

Through the Facebook pixel and Google Analytics, Google’s version of the pixel, you can track who has visited your thank you page. People that have visited that page are only those who have performed a specific action like making a purchase or downloading a content offer. By utilizing this data, users can be targeted with advertising that matches where they are on the buyer’s journey.

15. SEO

Search engine optimization is the overall optimization and strategy to get websites to rank for search terms in Google. While there are many pieces and strategies to SEO, it comes down to four core components: the code of the site, the content on the site,  what other sites think about your site, and user experience.

SEO is a long-term process, but it is one of the most rewarding and trustworthy ways to market your business as it can’t be cheated or bought.

16. PPC

Pay per click, or PPC, is the inverse of SEO. Instead of working hard to rank content, you can pay to have your advertisement boosted to the top of search terms. PPC works exceptionally well in many industries like lead generation and high ticket sales, but it can be costly for companies with lower dollar value products.

The most popular and effective PPC platforms are Google Ads and Facebook Advertising. 

17. Blogging

Blogging falls under the “content on the site” part of SEO, and it is one of the most critical components. If there isn’t any content worth accessing on your site, people won’t want to visit it. If people don’t want to visit your site, Google won’t rank it. 

Blogging can sometimes seem like a weird thing for a business to do, but at the end of the day, a blog should answer the questions your customers have. By being helpful throughout the buying process, your site will build trust with prospects and ranking. 

18. Bounce Rate

Bounce rate refers to anytime a user visits your website but only views one page. This typically happens when the content on the page that they’ve opened wasn’t relevant, interesting, or useful. 

Every page will have some individuals that increase your bounce rate, but the goal is to reduce this rate and be more effective at delivering value through your marketing content.  

19. Above The Fold

“Above the fold” content refers to everything that appears on a website before a user scrolls down. This is an essential section of your site as it is typically a distinguisher between a visitor bouncing or sticking around. 

Your core offering, H1 tag, and most important call to action should all appear above the fold. If the customer doesn’t understand the purpose of your site immediately, they will likely bounce.

20. List Segmentation

List segmentation refers to the process of splitting your email lists up by specific variables. These variables can be anything from age, likelihood to purchase, or deal size; they allow you more granularity in your marketing. 

This process can be automated, permitting list utilization when needed. At Rock Paper Simple, we create email automation based on segmented lists. When new users sign up on your website, or when a returning customer visits your site, they get sent a personalized email related to their actions.

21. Bounce Rate

A bounce rate in email marketing is slightly different than a bounce rate on a website. This bounce rate refers to the percentage of emails that weren’t delivered as part of an email marketing campaign.

A bounce can be split up into two categories that we’ll explain below: a hard bounce and a soft bounce.

22. Hard Bounce

Every email campaign has some bounce rate, that’s just the nature of the platform; however, it’s important to know why your emails bounced. This understanding helps address the problem to prevent it from growing. 

A hard bounce refers to emails that simply weren’t delivered. Failed delivery can result from an incorrectly spelled email address or communications being blocked by the recipient.  

High levels of hard bounces are one of the many reasons that it’s better to build your email list rather than purchasing one from a third-party provider.  

23. Soft Bounce

A soft bounce is slightly different than a hard bounce. A soft bounce occurs when an email is undeliverable due to a full inbox, or if the recipient’s server was down at the time the email was sent. 

In many cases, your email system will continue to try and deliver the email for a little while before eventually removing the email from the list.

24. Total Opens

Total opens refers to the number of people that have opened an email. The more total opens in relation to the number of emails on your list points to a stronger email campaign.

Staying Close While Virtual

Some words on staying connected from Stephanie

Carrying on as a team, while not being in the same building, can be difficult! Our team is close – really, really close! Not only do we love working together, we love eating lunches together, and even love spending weekends together. Imagine going from spending so much time together, to literally being stuck in our homes, apart from each other! Over the last few months, we have learned how to keep up with our tasks and clients, and stay close as a team! To someone in my role as the Director of Operations (& HR) that is a “Win, Win, Win Situation”, as Michael Scott from The Office, would say.

So how are we doing it? We have done virtual monthly lunches, virtual trips to the zoo, bucket list activities, personality tests, and much, much more! Check out some of my favorite quotes and moments from the activities that have been keeping us “together”:

Bucket List

We shared something on our bucket lists. Here are some of the bucket list items that were shared! We are pretty cool:

  • I want to take a ride in a zero-g plane… At least until trips to space become open to the public. – Chris, Designer
  • To go to a live orchestra showing of Hans Zimmer’s work. I enjoy listening to film composers music and he’s definitely one of the best. I attended the Game of Thrones concert by Ramin Djwadi, and it was phenomenal! – Josh P – Videographer
  • Since I was a little girl I’ve wanted to spend a few weeks going through the Holy Land. I always wanted to go with my Jewish grandmother. Justin and I have been saving for a while and have the trip in our five-year plan!!! – Stephanie, Operations 
  • As some of you know I have been rock climbing recently and my goal is to climb the TALLEST official climbing wall in the world! It is in Switzerland and is made out of a dam! – Mackenzie, Marketing 

Virtual Zoo

Virtual trips to the zoo. Each team member shared a webcam of their favorite animal and a fun fact. Here are some examples of their responses:

  • Apart from being cute and cuddly, koala’s can sleep for up to 19 hours a day (sounds like a dream). Although they only eat eucalyptus, they are ironically picky eaters as they “eat less than 50 of over 700 eucalypt species. Even then, they’ll often choose leaves at the top of the tallest trees that contain more liquid and nutrients.” I like an animal with a refined palate.
  • Giant Pandas! Because they are so cute.  Fun fact, ALL giant pandas are owned by China and leased to zoo’s.
  • My favorite zoo animal is the otter. 90% of sea otters live off the coast of Alaska. Otters like to stick together, so when they sleep they will wrap themselves in seaweed and float together in a group. A group of resting otters is called a raft.

Personality Test

We did a personality test to see how some of our team members compared! These always give us more insights into our team members. Check out our results:

We all miss each other’s faces, but have become a stronger team!  

Life: The Storm, The Sunset, The Calm

Every once in a while there’s a story that happens among our team that is just heartwarming and we decided this one was worth sharing. Justin and Stephanie commissioned Evi to create them this incredible custom piece of art for their home. Check out what Justin had to say about it’s inspiration and what Evi had to say about it’s creation.

Justin’s Take

Justin: I don’t claim to be an art aficionado or critic. My knowledge of fine art extends about as far as Stephen Farthing’s comments in my copy of 1001 Art Masterpieces You Must See Before You Die sitting on my coffee table. My job is storytelling through filmmaking and I love it!. 

I love the nuance, craftsmanship, and subtext that a great film contains. I love how it can take you on an emotional journey and leave you with questions that have no easy answers at times. While I don’t fully understand fine art, I appreciate and respect that it has told us stories with these qualities for thousands of years, well before the first camera was ever rolling.

So after a tiring several days filming out on a studio lot in Atlanta, I decided to spend the weekend at the High Museum of Art before flying back home to Florida.

As I roamed through the numerous exhibits, I found myself lingering in the European Art wing looking over the works of Corot, Bazille, Renoir, and Pissarro. I was stopped in my tracks though by Monet’s Houses of Parliament in the Fog. The vague simplicity of shape and color, the mysterious boatman in the foreground, the looming form of Parliament; I was inspired.

When I arrived back home to Florida, I spoke to my wife about commissioning a piece for our home. Something that would tell a story, foster conversation for visiting guests, create teaching opportunities for our kids, and inspire my wife and me in our daily routines. 

After creating some mood boards and an outline of the premise, my wife and I sat down with incredible local artist Evi Marie to undertake this feat. 

The premise was simply life as told through three pieces: The Storm, The Sunset, The Calm.

So often we think of life as the good times and bad, the highs and lows, the sunsets and storms but we wanted to show those moments that were in between as well; the calm moments, the moments that you feel like you’re standing still, just running through your daily routine. It can be easy to be frustrated by these times in our lives, thinking they are a waste of time. 

We long for the sunsets, those gold-colored surreal memories, or the battle hardening storms that toughen our skin and teach us those hard life lessons, but it can be difficult at times to live and find rest in the mundane consistency of the calm. I know I’ve struggled with that; that’s why these pieces speak and reach out to me.

They remind me that life is about seasons.  Seasons that come and go, just like the winds and tides and that each of these seasons is vital for us to grow as artists, friends, family, parents- to grow as strong and healthy people. 

Everyone’s voyage is different. Everyone’s boat is unique. Just remember that through life’s cycle of these seasons, live and appreciate every moment you can. Show love and grace to those ships around you and know that we are all on the ever-changing sea of life together.


Evi’s Take

A Word from the Artist: Well… the time has come. These three beautiful pieces I created for Stephanie and Justin are finally complete and in their lovely home right where they belong. As always, I’ve tied so much emotion and love within these works of art. And as I left their house I had some serious separation anxiety. I am so grateful for this opportunity and the amazing support I received from friends and family.

These 24×48 Acrylic paintings emerged from a vision Justin had for The Storm, The Calm, and The Sunset. After much talking and planning I was off to start. I spent weeks thinking and staring at blank canvases almost as tall as me, & I honestly had no idea where to begin. There was so much uncertainty, and many days where my head was just filled with doubt. But I’m so thankful for my friends and family who told me to start, to keep going and to keep pushing forward. Then one morning I said “I’m going to paint”( just like that) it all hit me like a wave, once the brush came in contact with the canvas. It was quite magical, and it felt very natural. Although the size of the canvases were intimidating, I found excitement and passion from each stroke of the brush. And as I moved my hand the vision just became clearer.

I’m thrilled with how these pieces came out, and I’m glad they are going to a lovely home.


A sneak peek at the masterpiece partially completed!