What language do marketers speak


When talking with an advertising or promotion manager, the words with which he expresses his thoughts are not always clear. You have to spend a lot of time explaining certain terms and why you need it in your work.

Conversions, leads, upp … If these words are not clear to you then read carefully. We will try to explain not very simple terms in the simplest possible way.

General terms


So where does any task begin? That’s right, with goal setting.

Objectives in Google Analytics is a tool with which you can effectively track user actions on the site.

Thus, you can track the performance of individual blocks on the site or the entire web resource as a whole. The target can be any action that we are interested in tracking. For example: adding an item to the cart, submitting a form, going to the contact page, etc.


Conversion this is the commission by the user of any of the monitored actions on the site.

The achievement of any of the tracked goals is called conversion… Let’s look at an example. Your site was visited by 100 people and only 3 of them made a purchase through the shopping cart. So, our goal has been achieved three times, respectively, we have three conversions. And here conversion rate it is the ratio of the total number of users to those who have achieved the goal. In our example, the conversion rate is 0.03%.


Lead (plural leads) these are users who have become potential customers by achieving certain goals on the site.

Well, those users who have achieved certain goals on the site are called leads… Filled out and submitted the form lead, called the number from the site lead and so on. Therefore, leads these are your potential buyers. They are the target of advertising campaigns.

Sales funnel

Sales funnel this is the path that your potential client goes from the first interest to the moment of the transaction.

The path from the first acquaintance with your brand to the moment when the transaction is made is called sales funnel… By the way, conversions and leads are some of its stages. This tool is called a funnel because the number of users involved in it decreases with each stage and, as a result, a small percentage of the total mass remains, who, after all, are interested in your USP.


USP (unique selling proposition) it is part of the competitive advantage based on which the client chooses a company or product.

Why is USP so important? This is an opportunity to convey to potential buyers that you are capable of doing what others will not. It is this proposal that helps the consumer to make a positive decision in favor of your product. To write a high-quality and sellable USP, answer your questions: “Why should your potential client turn to you?” and “What benefits will he get?”


Creative This is an advertising (text, image or video) ad that marketers create to convey the advertiser’s information to the target audience.

Further, marketers use USP when creating advertising campaigns and creatives (i.e. advertisements of various formats, text, graphic, animation and video) in order to convey your competitive advantages to the target audience, as well as increase CTR (ad click-through rate).

Traffic and its types

Traffic it is the number of visitors who came to your site within a certain period of time.

Users can go to your resource in completely different ways, for example, they accidentally see ads on another site, click and go. Or, on the forum, someone threw off the link and followed it too. These are all different types of traffic, we will consider them below.

Organic traffic (Organic Search) these are users who went to the site using a link in free search results.

Links in organic search results

Paid traffic (Paid Search, Display) These are users who got to the site by clicking on ads (search, media or social networks).

Search advertising traffic

Display advertising traffic

Referral traffic (Referral) these are users who went to the site by clicking on a link on any other web resource (for example, following a recommendation in informational articles or comments).

Link to the site in the text of the article

Direct traffic (Direct) these are users who came to your site at the direct address. For example, from a tab in your browser or by entering the site’s URL in the address bar.

Google Ads

Advertising on the Internet is different. You see it in search, on YouTube, and often on other sites. These are all different types of ads in Google Ads. Let’s take a look at all types of advertising below.

Contextual or search advertising

This is one of the most common types of advertising, which is based on a pay per click (PPC) model. Thus, you pay if the user goes to your web resource by clicking on the ad.
Previously, only this type of payment was available. Now there are many other payment models (for impressions, for conversions, etc.), but the term PPC has already taken root and is now called all the specialists who are involved in attracting paid traffic.

Your ad will only appear after you enter your targeted query. If you want it to be shown at the right time and to the right audience, you need to choose your keywords wisely.

Keywords These are the words and phrases that the system uses to determine which search queries to display your ads for.

Searching for keywords is very creative and often takes a lot of time to work on a project. minus words… However, these words prohibit displaying ads for these queries. For example, you sell porcelain and ceramic cups, but you don’t sell glass cups. Then the minus words will be glass and all its variations, so that users who need exactly glass cups do not end up on your site.

Minus words ー these are words and phrases that prohibit displaying your ads on queries in which they are present.

Remarketing: classic and dynamic

In fact, remarketing is one of the types of contextual advertising, but since it has a number of features, it can be taken out separately.

Its essence is to show ads to those users who have already visited your site. In this way, you can remind yourself again and, possibly, push them to make a decision.

There are two types of remarketing. Classical ー shows everyone the same ads, regardless of what the user viewed on the site. And here dynamic ー generates unique advertisements for each user based on what a particular user viewed on your site.

Let’s look at an example. You went to an online store and looked at tea sets, perhaps even added to the cart, but did not make a purchase. After you have left the site, advertisements with these same services begin to “chase” you. This is dynamic remarketing.

Display (banner) advertising

This type of online advertising involves the placement of ads (banners) on the Display Network (CMN).

CCM ー There are more than two million sites and applications, according to Google, where your ads can be displayed. These web sites are partners with Google and provide space on their sites for advertising banners.

Display advertising on a Google partner site

Google Shopping Product Ads

This type of advertising allows you to display banner ads with information about your products in Google search results, as well as on Google partner sites.

Display of product ads (on the side or above the search results)

All the necessary information that is used in the ad is taken from the data feed. It is on its basis that the ability to display product advertising is based.

Data feed this is a file that contains detailed information about your products. All information is presented using attributes.

Product advertising has very beneficial benefits:

  1. Location in search results. Shopping ads are always displayed at the very top (or side) of search results, which allows users to see your product immediately;

  2. Visibility. Compared to search advertising, the product line is accompanied by an image of the product and the current price. This format answers most of the primary questions when the user searches for the required products;

  3. The CPC for a Product ad is usually lower than for other types of ads. Since this type of advertising is relatively new, there is still little competition in it.

However, setting up Google Shopping is somewhat specific. There are quite strict rules for preparing a website for a commercial advertising campaign. For example, you must implement the option of courier delivery to the door, the site must clearly state the conditions for the return of goods and funds, etc. All requirements can be found in Google Help. But in short, your online store should be able to bring the order to checkout and pay for it without interacting with the manager.

Video advertising

Also, Google Ads has the ability to create video advertising campaigns in various formats to attract customers on Google partner video resources and on YouTube. This type of ad is used primarily to promote brand awareness and will not have direct conversions.

There are several types of video ads. The main ones are “skip-able” and “non-skip”. There are also several other types, but you can write a whole article about them.

It should be understood that in order to launch such an advertising format, a high-quality and catchy video must be created. Otherwise it will be a wasted budget and your brand will not become better known.

Targeted Facebook Ads

Now let’s talk about social media advertising. Scrolling through the feed on Instagram or Facebook, you probably noticed similar advertisements:

That’s what it is targeted advertising in social networks. If any ad is shown to you, it means that you have reached the target audience for this ad campaign.

Contextual advertising, which we talked about above, is displayed by keywords, and targeted ads are shown only to their target audience. How does the system understand who exactly needs to show ads? It’s pretty simple. When registering, each person completely voluntarily fills in personal data about himself (name, age, gender, marital status, place of residence / study / work). Then he joins groups, subscribes to other users. All these data are social algorithms. networks process and segment users by age, interest and other metrics.

And then marketers, when creating an advertising campaign, indicate the segments that are included in the required target audience. And advertising, respectively, is shown only to the necessary user groups.


It should be noted that advertising on Facebook and Instagram looks more organic in the feed than display ads on websites or in search results. It depends on the placement.

Placement this is the place on the page to display advertisements.

On social networks, advertisements can be displayed in the news feed along with regular posts of users, in stories, in the right column, or in external applications of Facebook partners.

Lead Forms

Depending on the goals of the advertising campaign, it may be necessary that the user, having seen the advertisement, immediately send their data (Name and phone number, for example) or leave a request. For this purpose, there is a special ad format in targeted advertising. lead form

The effectiveness of such ads does not depend on your site, even its presence is not required. And you can receive leads the very next day after the start of advertising.


In this article, we’ve covered just a few of the terms marketers use in their day-to-day work environment. But these are the terms that you need to know so that it would be easier for you, our dear clients, to communicate with us.

We really want to speak the same language with you and this article a small step towards this goal. We hope you have learned a lot. You can also come back to this article when you do not quite understand what your manager is talking about.

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Lane Derrick

My name is Lane Derrick, back in 2014, he began to take an interest in SEO and webmastering, and started real projects six months later. For 6 years of practice, skills were formed that I use to this day. The main activity is website promotion and contextual advertising.

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