the best marketing , copywriting and Ai automation dictionary / glossary

Our Glossary

Digital Terms, Made Easy

Your Ultimate Glossary: Breaking Down Marketing, Copywriting & AI

Ever feel like your marketer is babbling about key terms that sound more like rocket science than marketing? You're not alone. Here at Liberty Lines Legends, we’ve taken all that high-flying jargon and broken it down into bite-sized, explanations that even your grandma could understand.

Dive into our glossary and discover the real meaning behind terms like “conversion funnel” (no, it’s not a kitchen tool), “SEO” (not a secret government code), and “PPC” (definitely not a personal pet care service). Whether you're a seasoned pro or just starting out, our down-to-earth definitions and witty insights are here to demystify the digital world.

Enjoy exploring the language of digital domination without all the confusion, we promise!

A

A/B testing :

Split testing is where two nearly identical campaigns differ in one element, allowing you to identify which version performs best and optimise accordingly.

Ad Copy:

Split testing is where two nearly identical campaigns differ in one element, allowing you to identify which version performs best and optimise accordingly.

Affiliate Marketing:

An advertising model where businesses partner with third-party affiliates who earn a commission for promoting their products or services.

AI (Artificial Intelligence):

Technology that uses machine learning to generate solutions—commonly powering chatbots, automation, and predictive analytics.

Analytics:

The process of collecting and analysing data to understand user behaviour and evaluate marketing performance.

Avg. Session Duration:

The average time users spend on your website during a session is calculated by dividing the total session time by the number of sessions.

Average Position:

The mean rank at which your ad appears on search engine results pages (SERPs).

Attribution Modeling:

A method of assigning credit to various marketing touchpoints along the customer journey that contributes to a conversion.

B

Backlink:

A link from another website that directs traffic to your site, is an essential factor in SEO.

B2B (Business-to-Business):

Marketing strategies aimed at promoting products or services from one company to another.

B2C (Business-to-Consumer):

Marketing strategies that target individual consumers rather than other businesses.

Bottom of the Funnel:

The final stage in the marketing funnel is where prospects are ready to convert into customers.

Bounce Rate:

The percentage of visitors who leave your website after viewing only one page, often indicates issues with engagement.

Brand Awareness:

The extent to which your target audience recognises your brand.

Branding:

The consistent visual and messaging elements that create a strong, positive perception of your business.

Buyer Persona:

A detailed representation of your ideal customer, including demographics, interests, and challenges.

C

Case Study:

A detailed example showcasing measurable results from a past project, providing social proof of your capabilities.

Chat GPT:

An AI tool that mimics human conversation, generating insights and content based on user prompts.

Churn Rate:

The percentage of customers who stop using your service over a given period, indicating customer retention health.

Citation Flow:

A metric that predicts the influence of a URL based on the number of sites linking to it.

Clickbait:

Sensational headlines or content designed to attract clicks, often at the expense of accuracy.

Clicks:

The number of times users click on your digital ads or links.

Closed-Loop Marketing:

A strategy that directly ties marketing efforts to sales outcomes by using data to measure ROI.

Content Marketing:

The practice of creating and distributing valuable, relevant content to attract and engage an audience.

Conversational AI:

AI technology that replicates human dialogue—key for chatbots and virtual assistants.

Conversion Rate:

The percentage of visitors who complete a desired action on your website, such as making a purchase.

Conversion Rate Optimisation (CRO):

Strategies aimed at increasing the conversion rate by refining your marketing tactics.

CPA (Cost Per Acquisition):

The total cost incurred to acquire a new customer, is calculated by dividing campaign spend by the number of customers acquired.

CPL (Cost Per Lead):

The cost for generating each lead, is found by dividing your total marketing spend by the number of leads.

CRM (Customer Relationship Management):

Software that manages interactions with customers and prospects to improve relationships and sales efficiency.

CSS (Cascading Style Sheets):

A programming language used to style and layout web pages by controlling design elements like fonts and colours.

CTA (Call To Action):

A prompt that encourages your audience to take a specific action, such as “Buy Now” or “Learn More.”

CTR (Click Through Rate):

The percentage of ad impressions that result in clicks, indicating engagement.

Customer Acquisition Cost (CAC):

The cost of acquiring a new customer through marketing and sales efforts.

Customer Journey:

A map of the process a customer goes through, from first learning about your brand to making a purchase.

Customer Lifetime Value (CLV):

The total revenue you expect to earn from a customer throughout the duration of their relationship with your brand.

D

Domain Authority (DA):

A score that estimates a website’s ranking potential on search engines based on backlink quality and quantity.

Dynamic Content:

Web content that adapts based on user behaviour or preferences to create a personalised experience.

E

EAT:

Stands for Expertise, Authority, and Trustworthiness—a set of criteria Google uses to assess the quality of your content.

eCommerce:

The buying and selling of goods or services online.

Email Automations:

Automated email sequences that trigger based on user actions, designed to nurture leads and drive conversions.

eROAS:

Estimated Return On Ad Spend—the revenue estimated for every pound spent on advertising.

Evergreen Content:

Content that remains valuable and relevant over time, consistently attracting traffic without frequent updates.

Exit Rate:

The percentage of users who leave your website from a specific page, often signalling engagement issues.

F

Frequency:

The number of times an individual is exposed to your ad during a campaign.

G

Google Analytics:

(implied under Analytics; can be included as an example if needed)

H

HTML:

The standard markup language used to create and design web pages.

Hyperlink (Internal Linking):

Clickable links that connect different pages or sections within your website.

I

Impressions:

The number of times your ad or content is displayed to users, regardless of whether it was clicked.

Inbound Marketing:

A strategy focused on attracting customers through valuable content and experiences, rather than traditional advertising.

Influencer:

An individual with a significant social following who can sway purchasing decisions through endorsements.

J

JavaScript:

A programming language used to create interactive and dynamic effects on websites.

K

Key Performance Indicators (KPIs):

Quantifiable metrics used to measure the success of your marketing and sales efforts.

Keywords:

Words or phrases that users search for online, crucial for driving targeted traffic.

L

Landing Page:

A dedicated page designed to convert visitors by focusing on a single call-to-action.

Lead Generation (Lead Gen):

The process of attracting and capturing potential customers’ information.

Lead Nurturing:

Engaging leads with targeted content until they are ready to convert into customers.

Leads:

Potential customers who have shown interest in your product or service.

List:

A collection of contacts used for targeted marketing communications.

Long Tail Keywords:

Specific, longer search phrases that are less competitive and often convert better than generic terms.

Lookalike Audience:

A group of people who share similar characteristics with your existing customers, used to find new, high-potential prospects.

M

Marketing Mix:

The set of tactics used to market your brand, traditionally the 4 P’s (price, product, promotion, place) and sometimes expanded to include additional elements.

Middle of the Funnel:

The stage in the customer journey where leads are being nurtured and educated about your brand.

MER (Marketing Efficiency Ratio):

A metric calculated by dividing total sales by total marketing spend, indicating overall campaign efficiency.

Micro-Moments:

Critical moments when consumers turn to their devices for quick answers, which can be captured with real-time marketing strategies.

N

Negative Keywords:

Terms you exclude from your ad campaigns to prevent irrelevant traffic and improve targeting.

No-Follow Link:

A link attribute that tells search engines not to pass authority or ranking power to the linked site.

Native Advertising:

Ads that blend seamlessly with the content on a platform, offering a non-disruptive user experience.

O

Off-Page SEO:

Optimisation techniques performed outside of your website (such as link building) to improve search rankings.

On-Page SEO:

Optimisation of individual web pages (including content, meta tags, and internal links) to boost search engine performance.

Open Rate:

The percentage of email recipients who open your email, an important metric for email marketing success.

Optimisation:

The ongoing process of refining your marketing efforts to improve performance and achieve your goals.

Organic:

Traffic or results generated naturally (without paid advertising), typically through SEO and content marketing.

P

Page View:

A single instance of a page being loaded by a user.

Pages/Session:

The average number of pages a user visits during one session on your website.

Pain Points:

Specific challenges or problems faced by your customers that your product or service can solve.

Placement:

The location where an ad appears on a webpage, affecting its visibility and effectiveness.

PPC (Pay Per Click):

An advertising model where you pay a fee each time someone clicks on your ad.

Personalisation:

Tailoring content and experiences to individual user preferences to enhance engagement and conversion.

Programmatic Advertising:

Automated ad buying that uses algorithms to target audiences and optimise ad placements in real-time.

PPC (Pay Per Click):

An advertising model where you pay a fee each time someone clicks on your ad.

Q

Qualified Lead:

A lead that meets specific criteria, indicating a higher likelihood of converting into a customer.

R

Reach:

The total number of unique users who see your ad or content.

Responsive Design:

Designing websites so they adapt seamlessly to various devices and screen sizes.

Retargeting:

A strategy that displays ads to users who have previously visited your website, encouraging them to return.

ROAS (Return On Ad Spend):

A metric measuring the revenue generated for every pound spent on advertising.

ROI (Return on Investment):

The overall profitability of your marketing efforts, calculated by comparing revenue to spend.

Real-Time Bidding (RTB):

(Also listed under P) The real-time auction process for purchasing ad impressions.

S

S.W.O.T Analysis:

A framework for assessing your business’s Strengths, Weaknesses, Opportunities, and Threats.

SaaS:

Software as a Service—a subscription-based model for delivering software over the internet.

Sales Funnel:

The journey that guides a customer from initial awareness to conversion.

Sessions:

The duration of time a user spends actively interacting with your website.

Segmentation:

Dividing your audience into groups based on common characteristics for more targeted marketing.

SEM (Search Engine Marketing):

A strategy that increases a website’s visibility through paid search advertising.

SEO (Search Engine Optimisation):

The process of optimising your website and content to rank higher organically on search engines.

SERP (Search Engine Results Page):

The page that displays search results after a user submits a query.

Site Health:

An overall metric assessing your website’s performance, including speed, security, and technical SEO.

SMB (Small and Midsize Businesses):

Businesses with fewer than 1,000 employees, often targeted with tailored marketing strategies.

Social Proof:

Evidence, such as reviews and testimonials, that shows others have had positive experiences with your brand.

Suppressed:

A list of subscribers who should not receive emails due to opt-outs or bounces.

T

Target Audience:

The specific group of people most likely to be interested in your product or service.

Testimonial:

Positive feedback from customers that builds trust and credibility.

Thank You Page:

A page that appears after a user completes an action, expressing gratitude and confirming the action.

Top of Page Rate:

The percentage of ad impressions that appear at the top of the search results.

Top of the Funnel:

Marketing efforts focused on generating awareness and attracting new leads.

Total Spend:

The total cost of your marketing campaign, including all related expenses.

TOV (Tone of Voice):

The style and personality with which your brand communicates its message.

Traffic:

The number of visitors who come to your website.

Trust Flow:

A metric measuring the credibility of a website based on the quality of its backlinks.

U

UI (User Interface):

The visual components of a website or digital product with which users interact.

Unique Clicks:

The number of individual users who click on your ad at least once.

Unique Selling Proposition (USP):

The factor that makes your product or service stand out from the competition.

Unique Visitor:

A person who visits your website at least once during a given period, counted only once.

URL (Uniform Resource Locator):

The web address that identifies a specific page or resource on the Internet.

UX (User Experience):

The overall experience a user has when interacting with your website, including usability, design, and satisfaction.

V

Visibility:

The extent to which your brand is seen by potential customers across digital channels.

Video Marketing:

The use of video content to promote your brand, engage your audience, and drive conversions.

Viral Content:

Content that spreads rapidly online due to high engagement and sharing.

W

Wireframes:

Basic, schematic outlines of a web page used to plan structure and functionality before design details are added.

Whitepaper:

An in-depth, authoritative report on a specific topic that educates readers and supports thought leadership.

Webinar:

An online seminar or presentation used to educate your audience and generate leads.

X

XML Sitemap:

A file that lists all the important pages on your website to help search engines crawl and index your content effectively.

Y

Year-over-Year (YoY):

A comparison metric that measures performance changes over a one-year period, indicating growth trends.

Z

Zero Moment of Truth (ZMOT):

The moment when a consumer researches a product online before making a purchase decision, often the first step in the buyer journey.

#

4:5

A portrait format that’s slightly taller than square. Often used for social media ads and Instagram posts, this ratio provides an engaging vertical presentation that’s ideal for mobile viewing.

1:1

The classic square format. Widely used on platforms like Instagram and Facebook, it offers a balanced, symmetrical look that works well across all devices.

9:16

A vertical, full-screen format designed for mobile-first experiences such as Instagram Stories, TikTok videos, and Snapchat content. It maximises screen real estate on smartphones and is perfect for immersive, vertical storytelling.

16:9

The standard widescreen format. Commonly used for YouTube videos, presentations, and television broadcasts, it delivers a cinematic, panoramic view suited for desktop and TV displays.