The Digital Marketing Glossary

We Speak “Revenue,” Not Just Jargon.

A plain-English guide to the acronyms that impact your bottom line.

Digital marketing is full of confusing terms. We believe an educated client is our best partner. Use this cheat sheet to understand your reports, ask better questions, and see exactly how we measure success.

A – E

AEO (Answer Engine Optimisation)

  • Definition: Optimising content to appear as the direct answer in AI tools like ChatGPT, Perplexity, or Google’s AI Overviews, rather than just a blue link.

  • Why It Matters: Search volume is dropping; AI answers are rising. If you aren’t optimised for AEO, you are invisible to modern searchers.

CAC (Customer Acquisition Cost)

  • Definition: The total cost of sales and marketing divided by the number of new customers acquired.

  • Why It Matters: This is your “efficiency” metric. If your CAC is higher than your customer’s Lifetime Value (LTV), you are losing money. Our goal is to lower this.

CTR (Click-Through Rate)

  • Definition: The percentage of people who see your ad or link and actually click on it.

  • Why It Matters: A high CTR means your creative is working. It also signals to Google/Facebook that your ad is relevant, which lowers your ad costs.

Conversion Rate

  • Definition: The percentage of website visitors who take a desired action (buy, fill a form, call).

  • Why It Matters: You can pay for traffic, but you can’t pay for conversions. A low conversion rate means your website is “leaking” money.

DKIM / SPF / DMARC

  • Definition: Technical email protocols that verify your domain’s identity to prevent spam.

  • Why It Matters: Without these, your marketing emails will land in the Spam folder. Google and Yahoo made these mandatory in 2024.

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

  • Definition: The framework Google uses to evaluate the quality of content and rank websites.

  • Why It Matters: Google punishes “fluff.” To rank high, your content must demonstrate real-world expertise and authority, not just keywords.

F – L

Funnel (Sales Funnel)

  • Definition: The journey a customer takes from awareness (Top of Funnel) to purchase (Bottom of Funnel).

  • Why It Matters: You cannot sell to a stranger the same way you sell to a fan. We build different strategies for each stage to maximize conversions.

GEO (Generative Engine Optimisation)

  • Definition: The process of optimising content specifically for Generative AI search engines like Google SGE (Search Generative Experience).

  • Why It Matters: This is the future of SEO. It ensures your brand is cited when AI generates a summary for a user.

Green Tick Verification

  • Definition: The official green badge next to a WhatsApp Business name, signifying authenticity.

  • Why It Matters: It builds massive trust. Users are far more likely to engage with and buy from a verified business account.

KPI (Key Performance Indicator)

  • Definition: A specific, measurable metric used to evaluate the success of a campaign (e.g., Revenue, Leads, ROAS).

  • Why It Matters: If you don’t define success before you start, you can’t measure it. We agree on KPIs before spending a single rupee.

LTV (Lifetime Value)

  • Definition: The total revenue a single customer generates for your business over their entire relationship with you.

  • Why It Matters: This is the “North Star” metric. Increasing LTV allows you to spend more on acquiring customers (CAC) and scale faster than your competitors.

M – R

Negative Keywords

  • Definition: A list of words you exclude from your ad campaigns so your ads do not show up for them (e.g., “Free,” “Cheap,” “Jobs”).

  • Why It Matters: This is the #1 money saver in PPC. It prevents you from paying for clicks that will never convert.

Open Rate

  • Definition: The percentage of subscribers who open a specific email or WhatsApp message.

  • Why It Matters: WhatsApp Open Rates are typically 98%, while Email is ~20%. Knowing this helps us decide which channel to use for urgent alerts.

Retargeting (or Remarketing)

  • Definition: Showing ads to people who have already visited your website or interacted with your brand but didn’t convert.

  • Why It Matters: 96% of visitors leave without buying. Retargeting is your “second chance” to close the sale, often at a much lower cost.

ROAS (Return on Ad Spend)

  • Definition: The total revenue generated from ads divided by the total cost of those ads. (e.g., ₹5 revenue / ₹1 spend = 5x ROAS).

  • Why It Matters: This is the only PPC metric that truly matters. Clicks don’t pay bills; ROAS does.

S – Z

Schema Markup

  • Definition: Code added to your website to help search engines understand your content and display “rich snippets” (like stars, FAQs, or prices) in search results.

  • Why It Matters: It makes your listing look more attractive in Google search results, increasing your Click-Through Rate.

Segmentation

  • Definition: Dividing your email or customer list into smaller groups based on behaviour (e.g., “VIPs,” “Inactive,” “New Signups”).

  • Why It Matters: Personalised emails to segments perform 3x better than generic blasts. It ensures relevance.

Zero-Click Search

  • Definition: A search result where the user gets their answer directly on the Google page (via a snippet or AI summary) and does not click any website.

  • Why It Matters: Nearly 60% of searches are now Zero-Click. We optimise your content to be the “source” of that answer so you build brand authority even without the click.

Still Confused?

That’s why we are here. You focus on your business. We handle the acronyms.

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