General Digital Marketing
20 terms
A/B Testing
A side-by-side comparison of two versions
A/B Testing compares two versions (A and B) to see which performs better. For example: two headlines, two CTA buttons, two images. It's the key to optimization — data-driven decisions, not guesswork.
AI Content Generation
Creating content using artificial intelligence
AI Content Generation means using AI tools (ChatGPT, Claude, Gemini) to create posts, articles, and descriptions. The best technique: give a detailed prompt, provide examples, and always edit the output. AI is an assistant, not a replacement.
Brand Awareness
How many people recognize your brand
Brand Awareness measures how familiar people are with your brand. It's hard to measure but critical — before a customer buys, they need to know you exist. Ways to measure it: surveys, branded search volume, and tracking social media mentions.
Brand Voice
Your brand's unique style and tone
Brand Voice is how your brand "talks" — serious or playful, formal or friendly, technical or simple. It's one of the things that separates a great brand from a mediocre one. Define your brand voice early and stick to it across everything you publish.
Buyer Persona
A profile of your ideal customer
A Buyer Persona is a "fictional character" representing your ideal customer: age, gender, profession, problems, concerns, and goals. It's an essential tool for targeted marketing. Writing for "Alex, 35, a parent of two and the owner of an online store" works 10x better than writing for "businesses" in general.
Copywriting
The art of persuasive marketing writing
Copywriting is the art of writing that gets people to act — to buy, sign up, or click. It draws on formulas like AIDA, PAS, and BAB. Great copywriting is the difference between a post that goes unnoticed and one that drives sales.
CRM (Customer Relationship Management)
A system for managing customer relationships
A CRM is software that manages everything about your customers — contact details, purchase history, interactions, and tasks. Popular tools include HubSpot, Salesforce, Pipedrive, and Zoho. Essential for any business generating more than 50 leads a month.
CTA (Call To Action)
A line that invites the reader to take action
A CTA is the line at the end of a post or ad that tells the reader what to do next. For example: "Click for details," "Join now," "Call me." A strong CTA drives more conversions. A weak or missing CTA means fewer actions taken.
CTR (Click-Through Rate)
The percentage of impressions that result in a click
CTR measures how many people clicked your post or ad out of everyone who saw it. For example: if 1,000 people saw a post and 20 clicked, the CTR is 2%. A high CTR (above 2%) means an effective post. A low CTR means it's time to rework the headline or image.
Funnel (Marketing Funnel)
The journey from "awareness" to "paying customer"
A funnel is the journey a customer moves through: Awareness → Interest → Decision → Action. Each stage loses part of the audience — which is why it's shaped like a funnel. Improving the funnel means more conversions.
Growth Hacking
Fast, unconventional growth tactics
Growth Hacking is a startup approach to rapid growth — creative, low-cost tactics designed to accelerate users or revenue. It includes refer-a-friend programs, viral loops, A/B testing, and product-led growth.
Inbound Marketing
Attracting customers through valuable content
Inbound Marketing attracts customers through quality content (blog posts, guides, video) instead of interrupting them with ads. A customer who finds you through a Google search because they were looking for a solution — that's inbound. It typically costs 3x less than outbound.
Lead
Someone who has shown interest in your product or service
A lead is someone who has expressed interest — left their details, made contact, or added a product to their cart. It's the stage between "aware of your brand" and "paying customer." The conversion from lead to customer is called the Conversion Rate.
LLM (Large Language Model)
A large language model — the technology behind ChatGPT and Claude
An LLM is an AI model trained on massive amounts of text that can understand and generate human language. ChatGPT, Claude, and Gemini are all LLMs. Today's LLMs understand and generate dozens of languages, including Hebrew, at a remarkably high level.
Marketing Automation
Automatically executing marketing tasks
Marketing Automation uses software to automatically handle repetitive marketing tasks — emails, social media posting, lead follow-ups, and more. It saves hours of manual work and is one of the most valuable tools for a small business.
Outbound Marketing
Actively reaching out to potential customers
Outbound Marketing covers any "active" approach — paid ads, cold calls, direct emails. It's effective but expensive, and can sometimes annoy prospects. It works well for early-stage businesses or complex products that need explaining.
Prompt Engineering
The art of writing instructions for AI
Prompt Engineering is an emerging discipline — crafting precise instructions for AI to get great results. A good prompt includes context, a defined role, examples, constraints, and the desired output format. A skilled prompt engineer can get 10x better results out of ChatGPT.
ROI (Return on Investment)
How much you got back for every dollar you invested
ROI = (profit − cost) / cost × 100%. For example: you invest $1,000 and earn $5,000 back — that's a 400% ROI. It's the single most important marketing metric: a positive ROI means keep going, a negative one means stop.
Social Proof
Evidence that other people love your product
Social Proof is evidence that other people have chosen your product — testimonials, reviews, customer counts, ratings, media mentions. It's the strongest signal for driving conversions. "500 customers already tried it" beats 10 lines of marketing copy.
Testimonials
Quotes from satisfied customers
Testimonials are genuine customer accounts of your product. With a full name, photo, and real results, a testimonial is worth 10x an anonymous quote. Testimonials reduce buying resistance.
Facebook & Groups
6 terms
Algorithm (Facebook Algorithm)
The system that decides which posts to show each user
Facebook's algorithm is an AI system that decides which posts show up in each user's feed. It weighs engagement, personal connections, content type, and time spent viewing. In 2026, the algorithm favors "meaningful interactions" over hollow likes.
Engagement
Comments, likes, shares, and more
Engagement is any interaction a user has with a post: likes, comments, shares, saves, clicks. It's the single most important signal to Facebook's algorithm. High engagement means more reach.
Facebook Groups
Virtual communities on Facebook
Facebook Groups are communities people join around shared interests. There are hundreds of thousands of active Groups on the platform. They're one of the most powerful channels for organic marketing — a targeted, interested audience with zero ad spend.
Hashtag (#tag)
A tag that categorizes content on social media
A hashtag is a word or phrase preceded by # that groups content by topic. Hashtags matter less on Facebook than on Instagram. Best practice: use 2-3 hashtags per Facebook post — no more.
Organic Reach
People who saw your post without any paid promotion
Organic Reach is how many people saw your post without paid advertising — purely through Facebook's natural algorithm. In Facebook Groups, organic reach runs about 40% higher than on business Pages.
Spam
Unwanted, repetitive, irrelevant content
Spam is unwanted content distributed without consent. On Facebook, that means the same post blasted into hundreds of irrelevant Groups with no value for the reader. Facebook suspends accounts that send spam. The line between aggressive marketing and spam comes down to relevance and value.
SEO
10 terms
Backlinks
Links from other websites pointing to yours
Backlinks are links from other sites pointing to yours. They're one of the most important SEO ranking factors — every link from a quality site is a "vote of trust" in Google's eyes. 10 high-quality backlinks beat 1,000 links from junk sites.
Core Web Vitals
Google's speed and user-experience metrics
Core Web Vitals are three Google metrics: LCP (load speed), FID/INP (interactivity), and CLS (visual stability). They're an important SEO ranking factor — Google favors sites that are fast and stable.
Domain Authority (DA)
A 0-100 score reflecting how strong a domain is in Google's eyes
Domain Authority is a Moz metric that scores how "strong" a site is for SEO, on a 0-100 scale. New sites start around 1. Giant sites (Wikipedia, YouTube) sit at 90+. A high DA means better Google rankings, built mainly through quality backlinks.
GEO / AEO (Generative Engine Optimization)
Optimizing content for AI-powered search results
GEO/AEO is the new SEO: how to get AI engines (ChatGPT, Perplexity, Gemini) to cite and recommend your site. It includes llms.txt, structured data, FAQ schema, and deep, high-quality content. Critical for 2026 and beyond.
Keywords
The words people search for on Google
Keywords are the words and phrases people type into search engines. Keyword research is the foundation of all SEO. "Long-tail" phrases (4+ words) are usually easier to rank for and face lower competition.
Long-Tail Keywords
Long, highly specific search phrases
Long-tail keywords are search phrases of 3+ words with low search volume but high intent. For example, "men's waterproof running shoes for trail training" gets fewer searches, but whoever searches it is ready to buy. It's a goldmine for SEO.
Meta Description
The description that appears under the title in Google's results
A Meta Description is a 150-160 character summary that appears beneath the title in Google's results. It's not a direct ranking factor, but it's critical for CTR. A great meta description invites the click with a clear benefit plus a call to action.
Schema Markup (Structured Data)
Code that tells Google exactly what's on the page
Schema Markup is JSON-LD code that tells Google precisely what's on a page — an article, product, organization, FAQ, and so on. Used correctly, it unlocks Rich Results (star ratings, prices, and direct answers in search results).
SEO (Search Engine Optimization)
Organic ranking on Google
SEO is the process of improving a site so it ranks higher in Google search results. It includes keyword targeting, quality content, backlinks, fast load times, and good UX. SEO is a long-term investment — expect 6-12 months before you see results.
SERP (Search Engine Results Page)
Google's search results page
The SERP is the page Google shows after a search — organic results, ads, rich results, knowledge panels, and more. Landing the #1 spot on the SERP for an important keyword is pure gold in SEO.
Paid Advertising
6 terms
CPC (Cost Per Click)
What one click costs on a paid ad
CPC is the average cost per click on an ad. On Google and Facebook it varies by industry: real estate $2-4, e-commerce $1-2, B2B $3-8. A lower CPC means more traffic for your budget.
CPM (Cost Per Mille)
The cost per 1,000 impressions
CPM is the cost of 1,000 ad impressions. For example: a CPM of $3 means you pay $3 for every 1,000 times the ad is shown. It's mainly used for brand awareness campaigns.
Pixel (Facebook Pixel)
Tracking code that identifies visitors to your site
Facebook Pixel is a snippet of JavaScript code installed on your site. It tracks visitors and enables retargeting, conversion tracking, and optimization for Facebook ads. It's essential for anyone running paid Facebook advertising.
PPC (Pay Per Click)
A pricing model where you pay per click
PPC is an advertising model where you pay only when someone clicks your ad. Google Ads and Facebook Ads generally run on PPC. Cost per click (CPC) varies by industry — typically $0.50-4 in the US.
Retargeting
Showing ads to people who already visited your site
Retargeting is advertising aimed at people who already visited your site but didn't buy. A regular ad reaches new people; retargeting goes back to those who already showed interest. Conversion rates tend to be especially high.
SEM (Search Engine Marketing)
Paid search marketing (like Google Ads)
SEM is paid advertising on search engines. While SEO is organic, SEM pays for clicks (PPC). Advantage: instant results. Drawback: you pay for every click.
Analytics & Metrics
9 terms
Bounce Rate
The percentage of visitors who leave after viewing one page
Bounce Rate is the percentage of visitors who land on your site, view just one page, and leave without taking any action. A low bounce rate (25-40%) signals an engaging site. A high one (70%+) points to a problem with content, design, or speed.
CAC (Customer Acquisition Cost)
How much it costs to win a new customer
CAC = total marketing spend / number of new customers. For example: you spend $3,000 on marketing and gain 20 customers — CAC = $150. Rule of thumb: LTV should be at least 3x CAC.
Churn Rate
The percentage of customers who leave each month
Churn Rate = (customers lost / total customers) × 100. A 5% monthly churn rate is considered reasonable; 10%+ is a problem. SaaS businesses with low churn (under 2%) grow faster.
Conversion Rate
The percentage of visitors who complete a desired action
Conversion Rate = (people who took action / total visitors) × 100. For example: 1,000 site visitors, 30 sign-ups = a 3% conversion rate. It's a critical measure of marketing success.
Engagement Rate
The percentage of viewers who commented, liked, or shared
Engagement Rate = (comments + likes + shares) / Reach × 100. It's an excellent measure of content quality. 1-3% is good, 5%+ is excellent. Posts with high engagement get more reach from the algorithm.
Impressions
How many times your post appeared on someone's screen
Impressions count every time a post appears on a user's screen, even if that same user sees it multiple times. This differs from Reach, which counts only unique people. Impressions is the most basic exposure metric.
LTV (Lifetime Value)
How much an average customer is worth over the life of the relationship
LTV is the total amount a customer will spend with your business over the entire relationship. For example: a customer paying $60/month who stays for 2 years has an LTV of $1,440. A high LTV signals a healthy business.
Reach
The number of unique people who saw your post
Reach is how many distinct people saw the post. It's different from Impressions — if the same person sees a post 3 times, that's 3 impressions but only 1 reach. Reach is a better measure of true exposure.
Retention Rate
The percentage of customers who stick with you
Retention Rate = 100% − Churn Rate. If 95% of customers stick around after a month, retention is 95%. High retention means happy customers, which means healthy growth.