27 August 2020/ For CRE Professionals

Guide to digital marketing vocabulary for commercial property

Digital marketing lingo can be hard to get your head around. Monitoring the performance of your marketing activities is key to their success. To fully understand reporting for digital marketing, you need to be comfortable with the reporting vocabulary. That’s why we’ve put together a simple guide to digital marketing jargon for commercial property.

Here are the most popular digital marketing terms used in the reporting of performance for your property advertisements:

Impressions - the number of times your property is displayed in search results. 

A higher number of impressions means your advert has been seen by more people, indicating that it is relevant for searchers’ needs.

Session – a set of pages visited on a website within a given period of time. A single session is equivalent to a single visit. Sessions are also known as visits.User – a person visiting a website. An individual visitor is determined based on their cookies in the browser. If a user visits a website after clearing their cookies or from other browsers where they are not logged in, they will be registered as a new user.

Unique users – the number of individuals that visited a website in the given period. Users are counted only once even if they visited the website multiple times.

Returning visitor – a user that visited the website more than once in a given period of time. 

New visitors – a user that visited the website for the first time in a given period of time. This is as important as returning visitors because you need to attract new visitors to grow a pool of potential clients. 

CTR – Click through rate- the number of clicks that your property ad receives divided by the number of times your property ad is shown.

In practice, a higher CTR indicates your ad is attracting users who are searching for a specific type of real estate. A low CTR might indicate that the ad isn’t successfully engaging users or is not relevant for the search it appears for.

Bounce rate - the percentage of visitors to a website who left it after viewing only one page.

Practically, a high bounce rate means a landing page is not relevant to their search or it doesn’t give enough information. However, a high bounce rate is not always indicative of poor performance. If users are spending time on the page, a high bounce rate usually means searchers have found what they were looking for on that page. 

Dwell time (time on the page) a time period spent by a user browsing a website within a session. The longer the dwell time, the more engaged users are. Dwell time indicates the time invested in their search.

Leads – enquiries

Exposure – this is the sum of views and impressions, and is a good indicator of your ad reach. The higher the exposure, the more users that are seeing your property ad, meaning an increased likelihood of your property being leased or sold. Frequency – the number of times your ad is seen by users on average. Higher frequency usually means your property ad is attracting returning visitors which could be interpreted as a positive sign for your property ad.

Traffic source the way a user found your website. It usually involves a link to the website featured in search engine results or a link to the website shared on another site. Here are the most common sources of traffic:

  • Organic – traffic from users that landed on the page from search engine results that are not paid adverts
  • Paid – traffic from users that landed on the page from paid Google or Bing adverts
  • Direct – traffic from users that use a direct link to visit the page
  • Referral – traffic from users that click on the website link from another website or blog
  • App – traffic from users that click through the app and landed on the website page

From a reporting standpoint, it’s really useful to understand how users have found your website in order to optimise content for the medium that’s bringing most visitors to you and to estimate an ROI in the case of paid channels.