Words we use.
The vocabulary of digital marketing and political PR — defined for the Bangladesh market, in plain English (and Bangla where relevant).
Political PR
Political PR
Political PR is the public communications strategy for political candidates, parties and elected officials, covering candidate image-building, narrative engineering, opposition research and crisis communications. In Bangladesh it runs on a five-phase election cycle: pre-campaign positioning, ground research, narrative launch, polling-day execution and post-election PR. Public Pulse runs all five phases.
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Narrative Engineering
Narrative engineering is the deliberate construction of a campaign's core message, tested against constituency demographics and refined for sticking power. A narrative is not a slogan but a story arc: what the candidate stands for, what they oppose and what changes if they win, built to be retold by voters in their own words.
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Opposition Research
Opposition research is the systematic gathering of intelligence on an opponent's record, statements, vulnerabilities and likely lines of attack. Done responsibly, it relies on published statements, public records and verifiable claims. It is used to anticipate threats and to brief the candidate's own counter-messaging, never to seed disinformation.
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Paid Media
Meta Conversions API (CAPI)
Meta Conversions API (CAPI) is server-to-server event tracking that sends conversions from a site or CRM to Meta's ad platform, recovering signal lost to iOS ATT and ad blockers. Because browser-side pixel firing drops 30–50% or more of events after iOS 14.5, sending the same events from the server gives Meta's bidding a more complete signal.
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ROAS (Return on Ad Spend)
ROAS, or Return on Ad Spend, is the revenue generated for every BDT spent on advertising; a ROAS of 4× means BDT 4 of revenue per BDT 1 of ad spend. It is the headline metric for e-commerce paid media, but in isolation it can mislead, so it should be read alongside the new-versus-returning customer split.
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CTR (Click-Through Rate)
Click-through rate (CTR) is the fraction of ad impressions that became clicks, calculated as clicks ÷ impressions × 100. Benchmarks vary by placement: a 1% CTR on Meta feed is industry average, while the same figure on a search ad is poor. CTR works as a creative-quality signal, but downstream conversion rate is the goal.
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Conversion API
A conversion API is a server-to-server event protocol, such as Meta's Conversions API, Google's Enhanced Conversions or TikTok's Events API, that sends conversion data from the brand's server straight to the ad platform. It bypasses browser tracking that iOS ATT and ad blockers degrade, restoring 30–50% of the lost conversion signal.
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Boosted Post
A boosted post is a Facebook or Instagram post that is paid to reach more people, making it the simplest Meta ad. It offers limited targeting, one creative and no frequency control. When the content is political, a boosted post still requires ad authorization and a “Paid for by” disclaimer.
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Ad Authorization
Ad authorization is Meta’s identity and location verification that an advertiser must complete before running ads about elections, politics or social issues. The advertiser confirms a verified identity and an in-country location and registers who is paying. Without it political ads are rejected, and it can take days to complete.
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“Paid for by” Disclaimer
The “Paid for by” disclaimer is the mandatory label on every political ad naming who paid for it. Registered once during authorization on an authorized account, it is then applied automatically to every ad the campaign runs, and it feeds the public Ad Library where anyone can see what a candidate is running.
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Special Ad Category
Special Ad Category is Meta’s restricted classification for political, electoral and social-issue ads. It limits targeting, so advertisers cannot narrow by age, gender, detailed demographics or many interest traits the way commercial ads allow. Campaigns instead build reach on geography and legitimate affinity, and must be designed to perform inside these limits.
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Constituency Targeting
Constituency targeting focuses paid Facebook reach on a specific electoral seat using Meta’s geography and affinity layers, within Special Ad Category limits. It tunes the location radius to union, ward and upazila lines and weights spend toward the pockets that decide the seat, targeting the voters who decide the margin rather than vanity reach.
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SEO
Answer Block
An answer block is a short, self-contained answer of 40–60 words placed at the top of a long-form page. AI engines such as Google AI Overviews, ChatGPT, Claude and Perplexity can lift it verbatim, so it gives them a complete, citable answer in the page's first viewport instead of synthesizing one from elsewhere.
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AEO (Answer Engine Optimization)
Answer Engine Optimization is the practice of structuring a page so AI-driven answer engines, including Google AI Overviews, Bing Copilot and voice assistants, cite it as the source for direct answers. It combines answer-first prose with explicit JSON-LD, such as FAQPage, HowTo or DefinedTerm, and factual accuracy.
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GEO (Generative Engine Optimization)
Generative Engine Optimization is the practice of making a page easy for generative engines such as ChatGPT, Claude, Perplexity and Gemini to ground their answers in. It requires content that LLM crawlers like GPTBot, ClaudeBot and PerplexityBot can index, written with specific dated facts and plain-language explainers.
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FAQPage Schema
FAQPage is a schema.org JSON-LD type that marks up a page's FAQ section, telling search engines exactly which question and answer pairs to consider for rich snippets and AI citations. Each pair should match how real users phrase their queries: short, conversational and written in their own language.
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JSON-LD Schema
JSON-LD schema is structured data embedded in a <script type='application/ld+json'> tag that describes a page's entities, such as Service, Article, Organization and FAQPage, for machines. Valid markup uses stable @id URIs that cross-reference the Organization, because field omissions silently remove a page's eligibility for rich results.
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llms.txt
llms.txt is a plain-text file at /llms.txt that gives AI engines a curated, link-rich summary of a site to ground from, analogous to robots.txt for crawlers. It follows the llmstxt.org convention, and a companion /llms-full.txt carries the concatenated full text. Both should serve HTTP 200 directly, never redirects.
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robots.txt
robots.txt is a plain-text file at /robots.txt that tells crawlers which paths they are allowed to fetch. It can explicitly allow named crawlers, such as GPTBot, ClaudeBot, PerplexityBot, Google-Extended and Bingbot, and disallow private paths like /manage. Allowing AI crawlers is a deliberate choice so pages can be cited in AI answers.
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Speakable
Speakable is a schema.org property on Article that tells voice assistants such as Google Assistant and Alexa which CSS selector contains the answer to read aloud. Setting speakable.cssSelector to ['.answer-block'] points them at a 40–60 word answer block rather than random body copy, so the class name must stay in sync with the schema.
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IndexNow
IndexNow is an open protocol that lets a site instantly notify participating search engines, including Bing, Yandex and Seznam, when a URL is published, updated or deleted, bypassing crawl-budget delays. Google does not participate, but the major Bing-backed engines do, so publishers send the affected URLs on every publish action.
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Speakable Schema
Speakable schema is the schema.org SpeakableSpecification, placed on Article or WebPage JSON-LD with a cssSelector that points voice assistants at the prose they should read aloud as the answer. The selector should target a 40–60 word self-contained answer, because longer passages get truncated mid-sentence on the device.
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Core Web Vitals
Core Web Vitals are Google's three page-experience metrics: LCP (largest contentful paint, load speed), INP (interaction to next paint, responsiveness) and CLS (cumulative layout shift, visual stability). They act as a ranking signal and appear in Search Console. Pass thresholds: LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1.
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Analytics
First-Party Data
First-party data is customer data a business collected directly from its own site, app, CRM, point-of-sale or call centre, as opposed to third-party data bought from brokers or rented from ad platforms. It is the strategic asset for Bangladeshi brands as Meta and Google narrow third-party signal through iOS ATT and cookie deprecation.
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Attribution Window
The look-back period an ad platform credits an ad with a conversion — e.g. a 7-day-click 1-day-view window means Meta will count a purchase as the ad's outcome if it happens within 7 days of a click or 1 day of a view.
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FAQ
Frequently asked.
- What does the Public Pulse glossary cover?
- 26 working terms of digital marketing and political PR, grouped into 5 areas: Digital Marketing, Political PR, Paid Media, SEO, Analytics.
- Does each term have its own page?
- Yes. Every term links to its own page with a short definition and a longer explanation written for the Bangladesh market.
- Are the terms available in Bangla?
- Where relevant, yes. 26 of the 26 terms carry a Bangla name alongside the English one.
- Who can I ask about a term that is not listed?
- Email info@publicpulse.com.bd or message the team on WhatsApp. Public Pulse works in English and Bangla.