One sentence per term
Glossary
The words of digital marketing defined in a single sentence, the one you can quote, then explained with the context, the articles and the service we use them in.
- AI Overview
- AI Overview is the box Google shows at the top of the results, above the links and ads, with an answer written by artificial intelligence and a list of a few sources.
- Core Web Vitals
- Core Web Vitals are the three metrics Google uses to measure what a page is like to use: LCP (how long it takes to load), INP (how quickly it responds to input) and CLS (how stable it stays while loading). Each one has precise thresholds.
- CTV (Connected TV)
- CTV (Connected TV) advertising is made up of video ads shown on smart TVs and internet-connected devices, bought programmatically and with the same audience targeting and measurement precision you get online.
- Editorial plan
- An editorial plan is the document that sets out what to publish, where, when and why: a brand's goals, audiences, content pillars, formats and content calendar.
- GEO (Generative Engine Optimization)
- GEO is the set of practices that make content citable by AI-powered answer engines (AI Overview, ChatGPT, Perplexity). It works on up-front answers, page structure, structured data, author recognisability and authority.
- Lead nurturing
- Lead nurturing is the work of guiding a contact from first interest through to the purchase decision, with content and automated messages designed for the stage they are at.
- Lead scoring
- Lead scoring gives each contact a score based on who they are (role, company, industry) and what they do (pages viewed, emails opened, documents downloaded). It shows how interested they are and when to hand them over to sales.
- Marketing automation
- Marketing automation is the use of tools that carry out repetitive marketing tasks on their own (emails triggered by what a person does, segmenting contacts by interest, scoring, remarketing ads), in a personalised and measurable way.
- Performance Max
- Performance Max is an AI-driven Google Ads campaign type. With a single campaign it shows ads across Search, Shopping, Display, YouTube, Gmail, Discover and Maps, starting from copy, images, a product catalogue and audience signals.
- Remarketing
- Remarketing (also called retargeting) shows ads to people who have already visited the site, engaged with the content or bought, with different messages depending on the stage they are at.
- ROAS
- ROAS (Return On Advertising Spend) is the ratio between the revenue a campaign brings in and what it cost. A ROAS of 4 means four euros of revenue for every euro spent on ads.
- Search intent
- Search intent is what a person wants to achieve when they type a query into Google: find information, compare, buy or reach a specific site. It decides the type of page Google puts at the top.