Glossary Digital marketing
A guide to the key digital-marketing and Google Ads terms in English with a simple explanation — the language we work and measure your results in.
We speak the global language of numbers and professionalism
Understanding these terms makes our reports clear and your decisions sharper.
Strategy & brand awareness
Share of Voice
How dominant a brand is versus competitors across ad space or search results.
Top of Mind Awareness
Becoming the first brand that comes to a consumer's mind in your category.
Social Proof Engineering
Crafting and publishing reviews, case studies and trust signals that drive the buying decision instantly.
Branded search volume
The number of people searching your brand name directly; a rise proves campaigns are cementing your name in memory.
Lead scoring
Scoring leads by seriousness and buying power so sales can focus on hot deals.
Connected omnichannel marketing
A unified customer journey across all platforms with complementary, non-repetitive messaging.
Conversion Rate Optimization
The science of improving pages (buttons, forms, speed) to convert more visitors without raising the budget.
Data-driven attribution
Using AI to attribute credit accurately across channels along the long customer journey.
Marketing funnel & testing
Top of Funnel
The awareness stage; the customer doesn't know the brand yet.
Middle of Funnel
The interest and evaluation stage; the customer compares and considers.
Bottom of Funnel
The decision and closing stage (the actual sale).
Split testing
Comparing two versions of an ad or landing page to adopt the higher performer (CTR/CVR).
Customer Acquisition Cost
Customer acquisition cost per customer; the goal is for LTV to far exceed CAC.
Search & digital visibility
Generative Engine Optimization
Optimizing pages for generative search engines (Gemini/Perplexity) to position the brand as a direct answer.
Search Engine Results Management
Controlling page one for the client's name to surface the positive and suppress the negative.
Search Engine Results Page
The search results page; the goal is always to claim the top spot.
Organic traffic
Visitors arriving from search engines for free, without paying per click.
Cost & performance metrics
Cost Per Click — Cost per click
The actual amount paid when someone clicks your ad.
Cost Per Acquisition
Cost per acquisition or action (a lead or a completed sale).
Cost Per Mille
Cost per thousand impressions; essential for brand-awareness campaigns.
Click-Through Rate
The share of people who clicked after seeing the ad; a signal of its appeal and targeting.
Conversion Rate
Share of visitors who completed the desired action (purchase/call/WhatsApp).
Returns & financial value
Return on Investment
Overall return on investment after deducting all costs (including agency fees).
Return on Ad Spend
Direct return on ad spend inside the platform (e.g. 5x: every $1 returned $5).
Customer Lifetime Value
The total value of a customer over their entire relationship with the brand, not just the first purchase.
Marketing Efficiency Ratio
Total revenue over total spend across all channels (Blended ROAS) — the big picture of growth.
Our advanced service names
Digital Visibility Engineering
A premium alternative to SEO, generative-engine visibility (GEO) and reputation management (SERM).
Smart Ad Acquisition
Managing paid campaigns (Google Ads) for the highest return at the lowest cost.
Marketing Infrastructure
Building sites, technical SEO setup, system integration and automation.
Premium Content Crafting
Creative content writing for premium sectors (luxury real estate / commercial services).
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Terms of Engagement & Ownership
We hold ourselves to the highest standard of clarity with our clients. The following terms explain how we operate, ownership rights, and the financial obligations before any engagement begins.
- Ad accounts: We operate entirely through our own ad accounts and never sell or rent them to any party.
- On termination: only the client's payment card and website link are removed — and that is the full extent of what the client owns with us.
- Ownership: Neither the client nor any third party owns any of the tools, accounts or websites we use; they are the exclusive property of TEMERALDS.
- Advertising & SEO sites: All websites used for advertising or SEO/archiving are the exclusive property of TEMERALDS.
- Contracts: Official contracts govern the relationship and the obligations of both parties.
Shopping · Real Estate · Furniture Showrooms · Cars
- The client brings their own payment card covering the daily & monthly click budget.
- The client brings a website link for their business.
- The campaign is charged directly from the client's card, and Google collects the click costs — not us.
Cleaning · Furniture Moving · Insulation
- We use our own websites without selling them.
- The client brings a payment card + phone number, which we link to our sites and accounts.