6 SKILL UP!
IN CONTEXTBusiness goals
On the next six pages, we present extracts
with key phrases and expressions you can
use to talk about digital marketing.The SiTuaTion:
Together with her wife Gitti,
Cath Moreno runs a small
chain of boutique hotels.
They are discussing how to
use digital marketing tools to
increase their bookings. Tom
Snow, a digital marketer, is
describing their options.- Abbreviations
Cath: Our main KPI is to increase
hotel bookings.
Gitti: What we want to know is
this... how can we drive more rel-
evant traffic to our website? But,
we don’t just want more clicks —
we need more bookings!
Tom: There are many simple op-
tions for digital marketing and
online campaigns. I can show
you how to use a number of digi-
tal channels and tools to increase
ROI. For instance, SEO, SEA and
SMA. We’ll keep an eye on CPA at
all times.
keep an eye on sth.
, etw. im Blick behalten, aufmerksam
beobachten- Search results
Gitti: That sounds like a lot of jar-
gon to me.
Cath: As long as it can help us get to
the top of all SERPs, I’m listening.
Tom: If the top search engines
can’t find your web pages, you
might as well not have any. So, how
easy is it to find you using search
engines? Where do you turn up in
search results?
Cath: We’re never on the first
page or in the top ten results.
Tom: OK. That’s disappointing.
Cath: Unless you search specifi-
cally for our company name and
address, we’re hard to find. It’s em-
barrassing, really.
embarrassing
, blamabel, peinlich
turn up (in a search)
, (bei einer Recherche) erscheinen