Glossary
Digital marketing and AI glossary, in plain English
Last updated
Every term, in one sentence
#
- 90-day plan
- Three months, three jobs: Month 1 steady, Month 2 grow, Month 3 expand, with clear numbers to hit.
A
- A proper test
- Change one thing only, keep everything else the same, and decide in advance what "winning" means.
- Ad budget
- The money you pay Meta and Google directly for your ads. It is not included in the course fee, and you choose how much.
- Ad fatigue
- People have seen your ad too often and stop reacting.
- Ad group
- A small group of similar keywords with ads written just for them. One service = one ad group.
- Ads Transparency Center
- A free Google site that shows the ads your competitors are running on Google and YouTube.
- Advantage+ audience
- Meta's AI-led targeting that finds the people most likely to respond to your ad.
- Agent
- AI that completes multi-step tasks using tools, like files or a browser.
- Algorithm
- The system that decides who sees your posts.
- Angle
- The idea or reason you lead with: price, speed, quality, story…
- AOV
- Average order value: what a customer spends on average each time.
- Artifact
- A tool or document Claude builds for you, like a calculator.
- Artificial intelligence (AI)
- Software that has learned patterns from huge amounts of examples, so it can understand questions, spot patterns and create things: text, images, plans and answers.
- Asset group
- A set of headlines, images and videos for ONE theme or product line.
- Audience signal
- A hint for the AI, e.g., your customer list.
B
- Brand Creative Kit
- A short guide describing how your brand looks and sounds: colours, style of photos, tone of voice, and what to never do.
- Brand exclusion
- Stop PMax from taking credit for people searching your name.
- Broad
- Related searches. Needs good tracking and Google's smart bidding.
C
- Call asset
- A tap-to-call button.
- Callouts
- Short phrases: "24/7 Service", "No Call-Out Fee".
- Campaign structure
- 3 levels: Campaign (your goal) · → · Ad set (who sees it, where, budget) · → · Ad (picture/video + words).
- Claude
- An AI assistant made by Anthropic, a company focused on building AI that is safe and reliable. You chat with it on the web, the desktop app and your phone.
- Claude Project = your Marketing Brain
- A Project holds everything about your business, so every chat starts already knowing it: brand, customers, offers, best ads and past reports.
- Close rate
- Out of 10 enquiries, how many buy.
- Collab post
- A post shared by two accounts at once, e.g., you + a local creator.
- Connector
- A link to your apps: Google Drive, Gmail, Calendar…
- Content pillars
- 3–4 themes you post about again and again, so people know what to expect and why to follow you.
- Context
- The background you give it: your business, customers, numbers.
- Conversion rate
- Out of 100 clicks, how many enquired or bought.
- Cost / conversion
- What one lead or sale cost.
- Cost per result
- What you paid for each lead or sale.
- CPA
- Cost per acquisition: what you pay in ads to get one paying customer.
- CPC
- Cost per click: you pay when someone clicks.
- CPL
- Cost per lead: what you pay in ads to get one enquiry.
- CPM
- Cost for 1,000 views. Shows how expensive it is to be seen.
- Creative
- The picture or video, and the words in your ad. On Meta today, the creative decides who sees your ad as much as your targeting does.
- CTR
- Click rate: out of 100 viewers, how many clicked.
- Custom audience
- People who already know you: website visitors, followers, video viewers or customers.
D
- Digital marketing
- Using the internet to get the right people to notice you, trust you and buy from you, and counting what every dirham brings back.
E
- Earned
- What other people say about you: reviews, word of mouth, shares.
- Engagement
- Likes, comments, shares, saves.
- Event / conversion
- An action you count, such as "sent enquiry" or "bought".
- [Exact]
- Only searches with the same meaning. Most control.
- Expert mode
- The full version of Google Ads (not "Smart" mode).
F
- File & screenshot reading
- Ad exports, reviews, landing pages (every session)
- Frequency
- How many times the average person has seen your ad.
- Funnel
- The journey a stranger takes to become a customer: notice · → · trust · → · buy · → · come back.
G
- GA4
- Google Analytics: Google's free tool for visits and actions.
- Generative AI
- AI that creates new content. Tools like Claude are "large language models": they write by working out the most useful words to say next, based on everything they learned.
- Google Business Profile
- Your free listing on Google Maps and Search: address, hours, photos, reviews and a call button.
H
- Hallucination
- When AI says something wrong, confidently.
- Hook
- The first 3 seconds or first line that makes people stop.
- Hook rate
- Out of 100 viewers, how many watched 3+ seconds of your video.
- How Google picks ads
- Google shows the ads that are most relevant to the search, not just the highest bid. Relevant ads can pay less and still rank higher.
I
- Ideal customer
- The one type of person who needs you most, buys fastest and is happiest with you. Also called your "customer persona".
- Image asset
- A photo next to your ad.
- Impressions
- How many times your ad was shown.
- Instructions
- Rules Claude follows in every chat in that Project.
- Iterate
- Improve the answer by giving feedback: "shorter", "more local".
K
- Keyword
- A word or phrase you want your ad to appear for, e.g., "AC repair Dubai".
- Keyword Planner
- Google's free tool that shows how many people search for a word each month, and roughly what a click costs.
- Knowledge cut-off
- AI may not know recent changes unless it searches the web.
L
- Landing page
- The page people land on after clicking your ad. Its only job: get them to take one action (WhatsApp, call, form or buy).
- Lead sheet
- One simple list of every enquiry and where it came from.
- Learning phase
- The first days when Meta's AI is learning who responds. It needs about 50 results a week per ad set. Big changes restart it.
- Lifetime value
- Total a customer spends with you over time.
- Location asset
- Shows your address from Google Maps.
- Lookalike audience
- New people similar to your best existing customers.
M
- Margin
- The % of the price you keep as profit.
- Match type
- How closely a search must match your keyword: exact, phrase or broad.
- Meta Ad Library
- A free public website where you can see every ad any business is running right now, including your competitors.
- Meta ads
- Paid adverts on Facebook, Instagram, Messenger and WhatsApp, all managed in one place called Ads Manager.
- Model
- The "brain" behind the tool, e.g., a Claude model.
N
- Negative keyword
- A word you block, e.g., "jobs", so you don't pay for the wrong people.
O
- Offer
- What the customer gets, at what price, and why they should act now. It is not just your product; it is the whole deal.
- Organic content
- Posts, Reels, Stories and videos you publish for free. People find them through their feed, search, hashtags and shares.
- Output
- Claude's answer.
- Owned
- Channels you control for free: your website, Instagram page, WhatsApp, Google Maps listing.
P
- Paid
- You pay a platform to show your message. Example: Instagram ads, Google ads.
- Performance Max (PMax)
- One Google campaign where Google's AI decides where to show your ads: Search, YouTube, Gmail, Maps and websites.
- "Phrase"
- Searches that include your meaning, plus other words.
- Pixel
- A small code that tells Meta (Facebook/Instagram) what visitors do on your page.
- Pre-filled message
- Text that appears automatically when someone opens WhatsApp from your ad.
- Product feed
- Your product list from your shop (Merchant Center).
- Project
- A saved space in Claude that remembers your business details.
- Prompt
- The message you type to the AI.
Q
- Quality Score
- Google's 1–10 rating of how relevant your ad and page are.
R
- Reach
- How many different people saw your post.
- Reel
- A short vertical video (9:16) on Instagram/Facebook.
- Reference image
- A real photo you upload so the AI keeps your actual product, dish or space accurate.
- Responsive search ad
- You write up to 15 headlines (30 characters each) and 4 descriptions (90 characters). Google mixes them to find the best combination.
- Retargeting
- Showing ads to people who already know you: website visitors, video viewers, people who messaged you.
- ROAS
- Return on ad spend: AED earned for every AED 1 spent.
S
- Scheduled task
- A job that runs automatically, e.g., every Monday 8 am.
- Search intent
- The reason behind a search. "Emergency AC repair Marina" means "help me now". "How much does AC servicing cost" means "I'm just researching".
- Search term
- What someone actually typed.
- Search terms report
- The list of what people actually typed before clicking your ad. The most important thing to check every week.
- Search themes
- Topics you tell Google matter for this group.
- Sitelinks
- Extra links: "Prices", "Reviews", "Book now".
- Skill
- A saved, step-by-step workflow Claude can run again and again.
- SOP
- A Standard Operating Procedure: a written, step-by-step guide so anyone (an assistant, a new hire) can do a task the way you would.
- Structured snippet
- A list: "Services: Repair, Cleaning, Gas refill".
T
- The diagnosis funnel
- Check your numbers in order, top to bottom. Fix the first one that's broken. It's usually the real cause.
U
- UGC
- Videos made by real customers, with permission.
- UTM
- A label on a link showing which ad or post it came from.
V
- Voice of the customer
- The exact words customers use in reviews, WhatsApp chats and calls. Your best ads use their words, not yours.
W
- Web search & Research
- Competitors and up-to-date facts, with sources
- Why ads need tracking
- Meta and Google use AI to find buyers. They learn from the actions you track. No tracking means they learn nothing useful.
- Why AI sometimes gets things wrong
- AI predicts a likely answer. If it has no real information, it may fill the gap with a confident guess, called a "hallucination".
Y
- YouTube & Demand Gen
- Video and picture ads on YouTube (including Shorts), Gmail and Google Discover. Similar to Instagram ads, but on Google.
Your business. Your campaigns. Your AI team.
Message an LSM advisor to check fit and find your start date.