Digital Marketing Glossary

Learn what the terms you hear in ads, SEO and AI actually mean.

Google Ads

CPC: Cost per click. What you pay for each click on your ad; it varies with competition and ad quality.
CTR: Click-through rate. The share of people who saw your ad and clicked. A high rate signals the ad is relevant and compelling.
Performance Max: Google's campaign type that uses AI to run search, shopping, YouTube and more in one place. Set up well, it shifts budget to the most efficient spot.

Pixel: A small tracking code on your site that measures what visitors do. It lets you see whether ads work and reach the right people.
Advantage+: Meta's (Facebook/Instagram) system that uses AI to automatically run your ads to the best audience and placements.

SEO: Search engine optimization. The work of lifting your website up Google's organic results without paying per click.
GEO: Generative engine optimization. The work of getting AI answers like ChatGPT, Gemini and Google AI Overviews to cite your brand.
AI Özetleri (AI Overviews): Google's AI-generated summary answer at the top of search results. Users often get their answer here without clicking any site.
SERP: Search engine results page. The screen of results after a Google query — ads, organic results and the AI summary all appear here.
Organik Trafik: Visitors who reach your site from organic results without paid ads. This is the cost-free traffic SEO earns.

LLM (Büyük Dil Modeli): The foundation of today's popular AIs. A model that learns from vast amounts of text and predicts the next word; ChatGPT, Claude and Gemini all run on it.
Prompt (Komut): The instruction or question you give an AI. The clearer and more contextual it is, the better the answer you get back.
Token: The small chunk of text an AI works with (roughly a word or part of a word). Paid AI tools usually measure usage in tokens.
Halüsinasyon (Hallucination): When an AI states wrong or made-up information with confidence. This is why critical facts should always be verified.
Chatbot: An automated assistant that chats with customers on channels like your website or WhatsApp to answer questions. AI-powered ones talk more naturally.
AI Ajan (AI Agent): An AI that doesn't just answer questions but plans and carries out the steps to reach a given goal on its own. A more advanced level of automation.

ROAS: The revenue returned for every 1 lira spent on ads. The simplest gauge of whether advertising pays off.
CPA: The cost of winning one customer (or form, or call). Lower means more customers for the same budget.
Dönüşüm (Conversion): A visitor taking the valuable step you want: calling, filling a form or buying. The real goal of an ad is conversions, not clicks.
GA4 (Google Analytics 4): Google's current measurement tool. It shows who comes to your site, from where, what they do and which channel drives sales.

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