Digital marketing measured from the ad to the sale
Paid media, SEO, websites and content run with the same yardstick: what it costs to bring in a customer and what that customer brings back. Below, what ROO3 does in marketing and the glossary we use to speak the same language with every client.
Six fronts, one number at the end
Paid media
Campaigns on Google Ads, Meta Ads, LinkedIn Ads and TikTok Ads with return as the goal: every unit invested tracked, optimized and justified with data.
SEO, AEO and GEO
Technical audit, content by search intent, structured data and authority, so your business is found on Google and quoted by ChatGPT, Gemini and Perplexity.
Websites and landing pages
Pages that load fast, show up on Google and turn visits into conversations, from corporate sites to campaign landing pages.
Content with sources
Signed articles, with sources and a direct answer, about what customers research before they decide.
AI for business
Round-the-clock customer service, routine automation and AI-optimized ads, sized to fit the business.
AI consulting
A diagnosis of what to automate first, the right tools, rollout and hands-on team training.
Marketing glossary
Each term with a direct definition, the formula when there is one, a worked example and the questions people ask most. Terms are reviewed every six months, and each review is logged on the page itself.
Metrics and KPIs
- KPIA KPI (key performance indicator) is a number chosen to show whether a business is reaching a specific goal. Every KPI...
- CACCAC (customer acquisition cost) is how much a business spends, on average, to win each new customer. You add up...
- LTVLTV (lifetime value, also called CLV) is the value a customer generates for a business over the entire time they keep...
- ROIROI (return on investment) is the percentage that shows how much an investment earned beyond what it cost. You subtract...
- ROASROAS (return on ad spend) is how much revenue your campaigns generated for each dollar spent on media. A ROAS of 4...
- CPACPA in marketing is cost per acquisition: how much a business spends on ads to generate each conversion, whether that...
- CPLCPL (cost per lead) is how much a business spends on ads to generate each lead, meaning each contact who left a name...
- CPCCPC (cost per click) is how much an advertiser pays, on average, for each click on an ad. It is also a pricing model...
- CPMCPM (cost per mille, or cost per thousand impressions) is what it costs to show an ad a thousand times. "Mille" is...
- CTRCTR (clickthrough rate) is the percentage of people who clicked after seeing an ad, an email or a search result. You...
- Conversion rateConversion rate is the percentage of people who took the desired action out of everyone who had the chance to. On...
- ChurnChurn is the rate of customers who stop buying or cancel during a period, relative to those the business had at...
- Average order valueAverage order value (AOV) is the average amount of each sale in a period: revenue divided by the number of orders. If...
Funnel, leads and sales
- Sales funnelA sales funnel is the model that splits a person's path, from first contact with a company to purchase, into stages. It...
- LeadA lead, in marketing, is a person or company that showed interest in what you sell and left a way to be contacted, such...
- MQL and SQLAn MQL (marketing qualified lead) is a lead that marketing considers ready for a sales approach, because it fits...
- Buyer personaA buyer persona is a description of a company's typical customer, with a name, context, goals, questions and...
- Landing pageA landing page is the page a person reaches after clicking an ad, email or link, built to lead to a single action...
- CTAA CTA (call to action) is the element that invites a person to take the next step: a button such as "Get a quote"...
- ICPAn ICP, short for ideal customer profile, is the kind of company, or customer, that gets the most out of what you sell...
- Customer journeyThe customer journey is the path a person takes from the first sign of a need to the purchase, and beyond it, across...
- TOFU, MOFU and BOFUTOFU, MOFU and BOFU stand for top, middle and bottom of the funnel, the three stages the buying journey is usually...
- Lead scoringLead scoring is the method of assigning points to each lead to rank who deserves attention first. The score combines...
- Lead nurturingLead nurturing is a planned relationship with contacts who are not yet ready to buy: a sequence of messages, content...
- Lead magnetA lead magnet is a useful resource offered for free in exchange for a visitor's contact details, usually a name and...
- CRMCRM, short for customer relationship management, is the process and, almost always, the system that records who each...
SEO and search results
- Rich snippetsRich snippets are Google results that show more than a title, URL and description: review stars, a product's price and...
- Structured dataStructured data is a block of code, invisible to visitors, that describes a page's content in a standard format search...
- Featured snippetA featured snippet is the box where Google reverses the format of a result: it shows the answer first, taken from...
- SERPSERP stands for search engine results page, the page a search engine shows after a query. On Google, it brings together...
- AMPAMP is an open source framework for building light, fast pages, launched by Google in 2015 as Accelerated Mobile Pages...
- PWAA PWA, short for Progressive Web App, is an app built with web technologies that offers an experience similar to...
- Core Web VitalsCore Web Vitals are three metrics that measure the real experience of people visiting a page: LCP, how long the largest...
- IndexingIndexing is the stage where Google analyzes the content of a page it has already crawled, works out what it is about...
- SitemapA sitemap is a file, almost always in XML, that lists a site's pages, videos and other files and provides details such...
- robots.txtRobots.txt is a text file at the root of a site that tells search engine crawlers which URLs they may or may not crawl...
- Canonical tagA canonical URL is the version Google picks as the main one when the same content exists at several addresses, and it...
- Open GraphOpen Graph is a meta tag protocol that defines how a page appears when its link is shared on social networks and...
- Knowledge panelA knowledge panel is the information box Google shows when someone searches for an entity in the Knowledge Graph...
- llms.txtllms.txt is a Markdown file, published at the site root, that summarizes the content and points AI agents to the most...
Strategy and brand
- Digital marketingDigital marketing is the set of marketing actions carried out through online channels, such as search engines, social...
- Inbound marketingInbound marketing is the strategy of attracting customers with useful content and experiences, instead of interrupting...
- Outbound marketingOutbound marketing is the strategy in which the company takes the initiative and pushes its message to people who have...
- Content marketingContent marketing is a strategic approach focused on creating and distributing valuable, relevant and consistent...
- BrandingBranding is managing everything that shapes how people perceive a brand: name, visual identity, tone of voice, promise...
- Brand positioningBrand positioning is the place a brand wants to hold in customers' minds relative to the alternatives: what it wants to...
- Value propositionA value proposition is the clear promise of what customers gain by choosing an offer: which problem it solves, what...
Search on Google and in AI
- SEO, AEO and GEO: the difference, and why you need all threeSEO, AEO and GEO explained without jargon: what each acronym optimizes, where they overlap, what changes in practice, and in what order to...
- How your company gets cited by ChatGPT and GeminiWhat to do, in the right order, for an AI to cite your company when somebody asks about your field. How the model picks its sources and...
- What AI Overviews are and what they change in your trafficWhat a Google AI Overview is, how it is assembled, how much traffic it costs according to measured data, and what can be done to be cited...
Marketing you can measure, from the ad to the sale.
ROO3 builds and runs paid media, SEO and websites with real targets, dashboards and numbers. The first conversation is free.