Digital Marketing Interview Prep Guide

Digital marketing means promoting products or services using the internet. You use websites, social media, emails, and search engines to reach people online.

SEO stands for Search Engine Optimization. It means making your website show up higher on Google when people search for something.

A keyword is a word or phrase that people type into Google to find something. For example, "best shoes online" is a keyword.

On-page SEO means making changes on your own website to rank higher. This includes using good titles, headings, images, and keywords in your content.

Off-page SEO means things you do outside your website to improve ranking. The main thing is getting other websites to link to yours. These are called backlinks.

A backlink is when another website has a link that points to your website. It is like a vote that tells Google your site is good.

Google Analytics is a free tool that shows you how many people visit your website, where they come from, and what pages they look at.

A landing page is a single web page made for one goal. It could be to get someone to sign up, buy something, or fill a form.

Social media marketing means using platforms like Facebook, Instagram, and YouTube to promote your business and connect with customers.

A content calendar is a plan that shows what posts you will publish, on which platform, and on what date. It helps you stay organized.

Engagement rate shows how many people liked, commented, or shared your post compared to how many people saw it. Higher is better.

A hashtag is a word with # before it, like #DigitalMarketing. It helps people find your post when they search for that topic.

Influencer marketing means paying a popular person on social media to talk about your product so their followers will see it and buy it.

A reel is a short video (15 to 90 seconds) on Instagram or YouTube Shorts. It is fun, quick, and gets lots of views.

Organic reach is the number of people who see your post without you paying money to boost it. It is free visibility.

Paid reach is when you spend money on ads so more people see your post. You pay the platform to show it to a bigger audience.

Google Ads is a paid advertising platform where you pay Google to show your ad at the top of search results or on other websites.

PPC stands for Pay Per Click. It means you only pay money when someone actually clicks on your ad. No click, no payment.

CPC means Cost Per Click. It is the amount of money you pay each time someone clicks your ad. Lower CPC means cheaper ads.

CTR stands for Click Through Rate. It shows how many people clicked your ad out of how many saw it. A higher CTR means your ad is interesting.

A Facebook Ad is a paid post that shows up in people's feeds on Facebook or Instagram. You choose who sees it based on age, location, and interests.

Retargeting means showing ads to people who already visited your website. They see your ad again on other sites to remind them to come back.

A/B testing means making two versions of an ad and showing each to different people to see which one works better.

ROAS means Return On Ad Spend. It tells you how much money you earned for every rupee you spent on ads. Higher is better.

Meta Ads is the advertising platform for Facebook and Instagram. You can target people by age, interests, location, and behavior to show them your ads.

Meta Ads Manager is the tool where you create, manage, and track Facebook and Instagram ads. You set budgets, choose audiences, and see results.

Ad placements are where your ad will show — like in Facebook feeds, Instagram Stories, Instagram Reels, or Messenger. You can choose all or specific placements.

A lookalike audience is a group of new people similar to your existing customers. Meta finds them for you so you can reach people likely to buy.

A custom audience is when you upload a list of your customers (emails or phone numbers) to Meta, and the ads show to those people on Facebook and Instagram.

A pixel is code you put on your website to track what visitors do. It tells you who bought, who added items to cart, and helps you retarget them.

The Google Ads auction is how Google decides which ads to show for a search. Ads with higher bid and quality score appear first.

Quality Score is Google's rating of your ad and landing page (1 to 10). A higher score means lower costs and better ad position.

A negative keyword is a word that stops your ad from showing. For example, if you sell premium phones, you add "cheap" as negative so your ad doesn't appear for "cheap phones."

The display network is millions of websites where Google can show your ads. These are not search results — they are banner ads on other sites.

Smart Bidding uses AI to automatically set your bids based on each search. It tries to get the most conversions or sales within your budget.

Content marketing means creating useful blogs, videos, or posts that help people. When they trust you, they buy from you.

Email marketing means sending emails to a list of people to share offers, news, or helpful tips. It is a direct way to talk to customers.

Open rate tells you how many people opened your email out of everyone you sent it to. A good open rate is 20% or more.

A sales funnel is the journey a customer takes from first hearing about you to finally buying. It has steps: awareness, interest, desire, and action.

Lead generation means finding people who might be interested in buying your product. A lead is someone who gives you their name or email.

Copywriting means writing words that make people want to take action — like clicking a button, buying a product, or signing up.

CTA stands for Call To Action. It is a button or link that tells people what to do next, like "Buy Now" or "Sign Up Free."

A blog is a section on a website where you write articles. It helps bring free visitors from Google and builds trust with readers.

AI means Artificial Intelligence. In marketing, AI helps you write content, find the best audience, and automate tasks so you save time.

ChatGPT is an AI tool that can write text for you. Marketers use it to write ads, emails, social media posts, and blog articles faster.

Marketing automation means using software to do repetitive tasks automatically, like sending welcome emails or posting on social media at set times.

A chatbot is a computer program that talks to website visitors automatically. It answers questions and helps customers 24 hours a day.

Personalization means showing different content to different people based on what they like. For example, Amazon shows you products based on what you looked at before.

Data analytics means looking at numbers and data to understand what is working and what is not. It helps you make better decisions.

Conversion rate is the percentage of people who do what you want them to do, like buying or signing up, out of all visitors.

Freelancing means working for yourself instead of a company. You find clients online and do digital marketing work for them from home.

WordPress is a free tool to build websites without coding. You pick a design, add your content, and your website is ready.

A domain name is your website's address on the internet, like google.com or amazon.in. People type it to visit your site.

Web hosting is renting space on a computer (server) that keeps your website online 24/7 so anyone in the world can see it.

YouTube Marketing means creating videos to promote your brand on YouTube. You can teach, entertain, or review products to attract viewers.

Google My Business is a free tool that puts your shop or business on Google Maps and search results so local customers can find you.

Affiliate marketing means you promote someone else's product and earn a commission (money) every time someone buys through your link.

Brand awareness means how many people know about your brand. The more people recognize your name and logo, the higher your brand awareness.

B2B means selling to other businesses (like software to companies). B2C means selling directly to regular people (like shoes to a customer).

Feed Post: 1080 x 1350 pixels (portrait) or 1200 x 628 pixels (landscape). Story: 1080 x 1920 pixels. Reels: 1080 x 1920 pixels. Use these sizes for clear, sharp images.

Feed Post: 1200 x 628 pixels (landscape) or 1080 x 1350 pixels (vertical). Cover Photo: 820 x 312 pixels. Story: 1080 x 1920 pixels. Ads: 1200 x 628 pixels. Keep images clear and bright.

Tweet Image: 1200 x 675 pixels (landscape) or 1080 x 1350 pixels (vertical). Header/Banner: 1500 x 500 pixels. Profile Picture: 400 x 400 pixels minimum. Use high-quality images so they look good in the feed.

Post Image: 1200 x 627 pixels. Article Cover: 1200 x 627 pixels. Profile Picture: 400 x 400 pixels. Banner: 1584 x 396 pixels. Company Logo: 300 x 300 pixels. Professional quality is important.

Thumbnail: 1280 x 720 pixels (16:9 aspect ratio). Channel Banner: 2560 x 1440 pixels. Channel Icon: 800 x 800 pixels. Playlist Cover: 1280 x 720 pixels. Good thumbnails get more clicks on videos.

Profile Picture: 500 x 500 pixels minimum. Group Image: 500 x 500 pixels. Status Image: 1080 x 1920 pixels. Send compressed images under 2MB for fastest loading. Square images work best for profile and group.

Use JPG for photos (smaller file size). Use PNG for images with text or graphics (keeps quality). Use WebP for web (smaller and faster). For all social media, 72 DPI is fine. Keep file size under 2MB for fast upload.

Aspect ratio is the width and height of an image as a ratio. For example, 1200 x 628 is a 16:9 aspect ratio (landscape). Instagram feed is 4:5 (portrait). Always check the correct ratio for each platform so images don't get cut off.

Use the correct size for each platform. Keep file size under 2MB. Use bright, clear images. Add text overlay if needed but keep it simple. Use tools like Canva or Photoshop to resize. Always test how it looks on mobile before posting.

KPI stands for Key Performance Indicator. It is a number that shows if your marketing is working. For example, "10 sales per day" is a KPI. You measure KPIs to know if you are reaching your goals.

Traffic means the number of visitors coming to your website. More traffic is good because more people see your business. You can check traffic in Google Analytics.

Bounce rate is when someone comes to your website and leaves without doing anything. A low bounce rate is good — it means visitors are interested in what you have.

Average session duration is the average time a visitor spends on your website. If people spend more time, it means they are interested. Aim for at least 2-3 minutes.

CPM means Cost Per Mille (thousand impressions). It is the price you pay for every 1000 times your ad is shown. Lower CPM means cheaper advertising.

Impressions are the number of times your ad is shown to people. If your ad appears 1000 times, that is 1000 impressions. More impressions mean more people see your ad.

CAC stands for Customer Acquisition Cost. It is the total money you spend to get one new customer. If you spend 5000 rupees and get 10 customers, your CAC is 500 rupees per customer.

LTV stands for Lifetime Value. It is the total profit you make from one customer throughout your entire relationship. If a customer buys from you many times over years, they have high LTV.

The CAC to LTV ratio compares what you spend to get a customer against what they earn you. A good ratio is 1:3 — this means for every rupee you spend to get a customer, they earn you 3 rupees.

Reach is the number of unique people who see your content or ad. If your post is seen by 5000 different people, your reach is 5000. More reach means more brand awareness.

CPAC stands for Cost Per Acquisition. It is how much you pay to get one customer to buy. If you spend 1000 rupees and get 2 sales, your CPAC is 500 rupees per sale.

ROI stands for Return On Investment. It measures the profit you make compared to the money you spent. If you spend 1000 rupees and earn 3000 rupees, your ROI is 200% (you earned 2 rupees for every 1 rupee spent).

CTR is the percentage of people who click your ad or link out of everyone who sees it. If 100 people see your ad and 5 click, your CTR is 5%. Higher CTR means your ad is attractive.

Conversion funnel tracks the steps a visitor takes from first seeing your ad to buying. Steps are: Click ad → Visit website → Browse → Add to cart → Pay. You measure drop-off at each step.

Cost per lead is how much you pay to get one interested person. If you spend 5000 rupees on ads and get 50 leads (people who sign up), your cost per lead is 100 rupees.

Unsubscribe rate is the percentage of people who stop following you or delete your emails. A high unsubscribe rate means your content is not interesting. Keep it low by sending useful emails.

Average order value is the typical amount of money a customer spends in one transaction. If you sell 100 items for a total of 50,000 rupees, your average order value is 500 rupees per order.

Repeat customer rate is the percentage of customers who buy from you again. If 100 people buy once and 30 buy again, your repeat rate is 30%. Higher repeat rate means better customer loyalty.

Best KPIs depend on your goal. For sales: track ROI, CAC, LTV, conversion rate. For brand awareness: track reach, impressions, engagement. For emails: track open rate, click rate, unsubscribe rate. Always track what matters to your business goal.