the number of people who have seen your post through unpaid distribution. The benefit of organic reach is that you can publish posts for free.

is a metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact with the content. Factors that influence engagement include users’ comments, shares, likes, clicks, views and when your audience clicks ‘read more’.

while they both mean paid advertising on Facebook, you can do more in Ads than you can when Boosting.

You boost via the blue boost button on your page’s post and you can define:

• Who you want to reach
• Your maximum budget
• How long you want to run your ad

With Ads, you go via the Ads Manager function and you can:

• Choose where your ads are going to display – i.e Instagram, or mobile versus desktop
• Use specific ad objectives
• Have creative control, which means you are not restricted by what you post on the feed
• Use advance targeting capabilities.

sending digital ads to people who have already engaged with your digital content. This could be that they visited your website and didn’t buy, or only watched half of your social video. Based on a particular behaviour we retarget them with specific paid content.

stands for click-through rate: a metric that measures the number of clicks advertisers receive on their ads per number of impressions.

stands for call-to-action which is an image, button or line of text that directs your visitors, leads, and customers to take action

is code that you place on your website. It collects data that helps you track conversions on your website from your digital ads. It helps to build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.

stands for pay-per-click, a model of digital marketing where advertisers pay a fee each time one of their ads is clicked. It’s a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.

stands for Electronic Direct Mail and these are generally used by businesses to build brand loyalty or drive sales. An EDM campaign in its simplest form is focused on email send-outs or ‘blasts’ via electronic newsletter software. (Note: not using EDM software can make you in breach of spam laws, as you are required to allow someone to opt out/unsubscribe).

stands for Search Engine Optimisation which is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page. It is influenced by: being mobile responsive, website speed, content, and your domain references.