MARKETING
13 Key Financial Terms Every Business Owner Should Know
In the business world, there are lots of terms, acronyms and jargon that get thrown around on a daily basis. In particular, there are lots of financial phrases that you probably hear a lot.
But no matter how big or small your business and no matter your key role within the business, it is always important to have a good understanding of these basic financial terms.
Despite this, plenty of professionals hear and even use lots of financial terms without really knowing what they mean, and this can be detrimental to financial planning and the overall success of your business.
That’s where this guide comes in.
Below, we’ve pulled together a list of 13 key financial terms that every business owner should know. Although some of these might seem obvious at first, you’d be surprised how often these key terms are misused or misunderstood.
Read on to find out more.
1. Revenue
A very common term we hear used a lot in business is revenue. Revenue refers to any money coming into the business as a result of sales of your goods or services. This is typically used to describe the amount made without taking into account expenses. This should not be confused with income.
2. Income
Although income and revenue both speak to the financial position of your business, they should not be used interchangeably. The income of your business is the total revenue minus the cost of expenses such as materials, taxes, etc.
3. Turnover
A very popular word in the business lexicon is turnover. In a nutshell, this means the total value of sales you have made, typically in a year but it can be over a different period (say quarterly). It is essentially another way of saying revenue.
4. Net profit
The net profit of a business, sometimes used in place of the term income, refers to your turnover/revenue once you have deducted expenses.
5. Expenses/expenditures
Expenses, sometimes referred to as expenditures are the costs incurred by a business. When talking about expenses, this might include rent, payroll, insurance, supplies, technology, travel, subscriptions, maintenance fees, etc., any money that you are paying out for business purposes.
6. Return on investment
Return on investment, often abbreviated to ROI, is used across a number of business functions. However, in terms of finances, ROI means the financial rewards your business gains from the things it invests in.
For example, if you invest in advertising, your return on investment is the number of sales and therefore money that you generate as a result of these advertising campaigns.
7. Balance Sheet
In the introduction, we mentioned the importance of key terms for financial planning, and when it comes to preparing your business for the coming months, you’re going to need to understand the term balance sheet.
This is a financial statement that shows your business’s assets (more on this next), expenses, profits and losses. A balance sheet is often used to check the financial standing of a business and to make predictions and plans for the year ahead.
8. Assets
You might not be convinced that assets are strictly a financial thing, but in this case, it refers to any items of value that are owned by your business. These can be both tangible and intangible things such as premises, machinery, tools, vehicles, or intellectual property, branding, customer base etc.
All of these assets are considered important when valuing your business. Plus, some of these may contribute to your expenses throughout the year.
9. Payroll
Whether you need payroll or not in your business will depend on whether you have employees or you’re a one-man band. That being said, it always helps to understand terms like this as you might need them in the future.
Payroll is a list or database of your employees that are entitled to payments and benefits from your company, and it outlines what everyone is entitled to receive each month/year.
10. Cash flow
Cash flow is a term used to refer to cash entering and leaving a business (almost as if it were flowing like water, hence the name). Cash flow can be positive or negative depending on whether you’ve got more money coming in than going out, or vice versa.
11. Accounting period
You might have heard the term accounting period, and this refers to a pre-arranged period of time during which all important accounting functions take place. This is typically 12 months, but it doesn’t have to be; it can be any given period of time.
This should not be confused with a financial year, which we will look at next.
12. Financial year
When talking about a financial year, this term is typically used for tax and accounting purposes, and unlike an accounting period, this never changes. In the UK the financial year runs from 6th April each year.
13. Fixed costs/overheads
We’ve touched on expenses above, but your fixed costs sometimes referred to as your overheads, are slightly different. This term refers to the day-to-day running costs of your business, such as rent, electricity, etc.
These are called fixed costs as they don’t vary based on the number of sales made (or not made as the case may be). In contrast, expenses may change if you require more or fewer materials or other resources to meet demand.
Are you clued up on these key financial phrases?
Although 13 may be unlucky for some, understanding these 13 key financial phrases is going to mean good things for your business. Whether they are all relevant to you right now or not doesn’t matter.
The more you know about your finances, and the better you understand these terms, the better prepared you are to assess your own financial standing, make plans for the future and generally feel more confident in your own abilities.
This is the key to success, especially if you run a small business.
So go on, get reading and make sure you are familiar with all of the above!
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MARKETING
YouTube Ad Specs, Sizes, and Examples [2024 Update]
Introduction
With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.
Types of YouTube Ads
Video Ads
- Description: These play before, during, or after a YouTube video on computers or mobile devices.
- Types:
- In-stream ads: Can be skippable or non-skippable.
- Bumper ads: Non-skippable, short ads that play before, during, or after a video.
Display Ads
- Description: These appear in different spots on YouTube and usually use text or static images.
- Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).
Companion Banners
- Description: Appears to the right of the YouTube player on desktop.
- Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.
In-feed Ads
- Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.
Outstream Ads
- Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.
Masthead Ads
- Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.
YouTube Ad Specs by Type
Skippable In-stream Video Ads
- Placement: Before, during, or after a YouTube video.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Action: 15-20 seconds
Non-skippable In-stream Video Ads
- Description: Must be watched completely before the main video.
- Length: 15 seconds (or 20 seconds in certain markets).
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Vertical: 9:16
- Square: 1:1
Bumper Ads
- Length: Maximum 6 seconds.
- File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
- Resolution:
- Horizontal: 640 x 360px
- Vertical: 480 x 360px
In-feed Ads
- Description: Show alongside YouTube content, like search results or the Home feed.
- Resolution:
- Horizontal: 1920 x 1080px
- Vertical: 1080 x 1920px
- Square: 1080 x 1080px
- Aspect Ratio:
- Horizontal: 16:9
- Square: 1:1
- Length:
- Awareness: 15-20 seconds
- Consideration: 2-3 minutes
- Headline/Description:
- Headline: Up to 2 lines, 40 characters per line
- Description: Up to 2 lines, 35 characters per line
Display Ads
- Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
- Image Size: 300×60 pixels.
- File Type: GIF, JPG, PNG.
- File Size: Max 150KB.
- Max Animation Length: 30 seconds.
Outstream Ads
- Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
- Logo Specs:
- Square: 1:1 (200 x 200px).
- File Type: JPG, GIF, PNG.
- Max Size: 200KB.
Masthead Ads
- Description: High-visibility ads at the top of the YouTube homepage.
- Resolution: 1920 x 1080 or higher.
- File Type: JPG or PNG (without transparency).
Conclusion
YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!
MARKETING
Why We Are Always ‘Clicking to Buy’, According to Psychologists
Amazon pillows.
MARKETING
A deeper dive into data, personalization and Copilots
Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.
To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.
Dig deeper: Salesforce piles on the Einstein Copilots
Salesforce’s evolving architecture
It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?
“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”
Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”
That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.
“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.
Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”
Let’s learn more about Einstein Copilot
“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.
For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”
Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”
It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”
What’s new about Einstein Personalization
Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?
“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”
Finally, trust
One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.
“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”
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