Running two versions of an ad, email or web page at the same time to see which one performs better. You split your audience, show each group a different version, and keep the winner.
An 11-digit number that identifies your business to government, the ATO and other businesses. Most businesses need one, and you get it free from the Australian Business Register.
The national regulator that enforces competition and consumer protection law, including the Australian Consumer Law. It polices misleading advertising, unfair practices and dodgy pricing.
A 9-digit number issued by ASIC to every company registered in Australia. It's separate from an ABN and only applies if your business is a company (Pty Ltd).
The national set of consumer protection rules covering guarantees, refunds, misleading conduct and unfair contract terms. It applies to almost every business selling to consumers in Australia.
The top of the marketing journey, where potential customers first learn that your business exists. Measured by how many people see or hear about you, not yet by sales.
A form you lodge with the ATO — usually quarterly — to report and pay GST, and often PAYG withholding and instalments. Only GST-registered businesses need to lodge one.
The percentage of visitors who land on your website and leave without clicking through to another page or taking any action.
The overall impression people have of your business — your name, logo, tone, reputation and the feeling customers get when they deal with you. It lives in your customers' heads, not just on your logo.
A clear instruction telling someone what to do next, such as “Call now”, “Get a quote” or “Book online”. It usually appears as a button or a line of text.
When someone takes the action you wanted — making a purchase, filling in a form, calling, or booking. Each business defines its own key conversions.
The percentage of visitors or leads who actually complete the action you want. If 100 people visit and 3 buy, your conversion rate is 3%.
How much you pay each time someone clicks your ad in platforms like Google Ads or Meta. Prices are set by auction and vary by industry and keyword.
The average amount you spend in advertising to generate one enquiry or lead, worked out by dividing total spend by the number of leads.
The percentage of people who click an ad, email or search listing after seeing it. If 1,000 people see your ad and 20 click, your CTR is 2%.
The end of the Australian financial year, 30 June. Businesses finalise their books, lodge tax returns and often run sales to clear stock before this date.
State and territory consumer protection agencies (such as NSW Fair Trading or Consumer Affairs Victoria) that handle business registration, consumer complaints and trading rules locally.
The journey a customer takes from first hearing about you (top) to becoming a paying customer (bottom). People drop off at each stage, so it narrows like a funnel.
Optimising your content so AI tools like ChatGPT, Gemini and Google's AI Overviews mention and recommend your business when people ask them questions. It's the AI-era cousin of SEO.
A free Google listing that shows your business on Google Search and Maps, with your hours, location, reviews and photos. Formerly called Google My Business.
A 10% tax added to most goods and services sold in Australia. You must register once your annual turnover reaches A$75,000 (A$150,000 for non-profits), then charge it and pass it to the ATO.
The number of times your ad, post or listing is shown on screen, whether or not anyone clicks. One person can generate several impressions.
A standalone web page built for a single purpose, usually where people arrive after clicking an ad or link. It focuses on one offer and one call to action.
A person or business that has shown interest in what you sell — for example by filling in a form, calling, or leaving their details. A lead is a potential customer, not yet a paying one.
The total profit you expect to earn from a customer across the whole time they deal with you, not just their first purchase.
Traffic, reach or results you earn without paying for ads — such as appearing in unpaid search results or in social posts people find naturally.
The distinct place your business occupies in customers' minds compared with competitors — what you stand for and who you're for. For example, “the affordable local option” versus “the premium specialist”.
The federal law and its 13 Australian Privacy Principles governing how you collect, store, use and disclose people's personal information. It applies to many businesses, especially those over A$3 million turnover or handling sensitive data.
A proprietary limited company — a separate legal entity registered with ASIC, owned by shareholders and run by directors. It has its own ACN and pays company tax.
Showing ads to people who have already visited your website or engaged with you, to bring them back. It uses tracking cookies or pixels to follow up.
Keeping existing customers coming back, rather than constantly chasing new ones. Measured by repeat purchases, renewals or how few customers you lose.
How much revenue you earn for every dollar spent on advertising. A ROAS of 4 means you made A$4 in sales for every A$1 of ad spend.
Return on investment — the overall profit you make relative to what you spent, across any activity, not just ads. Worked out as (gain minus cost) divided by cost.
Search Engine Optimisation — improving your website and content so it ranks higher in unpaid Google search results for the terms your customers search.
The simplest business structure, where you and the business are legally the same person. You trade under your own ABN, keep all profits, and report business income on your personal tax return.
The Australian law governing commercial electronic messages. You must get consent before emailing or texting marketing, identify your business clearly, and include a working unsubscribe option.
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