ABS-MARKETING GLOSSARY

We strive to ensure that every stage of working with ABS-Marketing is clear and transparent. That is why we have prepared a glossary of terms for you—a handy resource for both clients and employees that will help you navigate the professional terminology and specifics of ABS-Marketing’s services, offers, and recommendations

1

1С – An ERP system that includes a wide range of functionalities

(Operations, Accounting, Inventory, etc.)

A

A/B testing – an analytical method in which metrics are measured before changes are made, then changes are implemented, and the same metrics are measured again and compared to the original values.

Ad extensions – elements of a search ad designed to make the ad more informative and attract the attention of potential customers. They include quick links with descriptions, add-ons, a business card, contact information, and a company rating.

Advertising budget – the amount you are willing to allocate to advertising over a specific period of time.

Affiliate – a website owned by the same person as the main resource. Affiliates include sites that share the same hosting, domain WHOIS data, IP addresses, contact information, company name, etc.

Affiliate (partner) site – a site that promotes another company’s products or services and earns a commission.

Aggregator – a website that contains information and offers from multiple stores. This allows users to avoid getting lost in a vast number of offers and save time on searching. There are product aggregators (AliExpress, Wildberries, Yandex.Food) and service aggregators
(YouDo).

Algorithm – a set of rules that a search engine uses to evaluate and rank websites.

Alt text – an HTML tag where you can insert a description of an image. These descriptions are indexed by search engines and appear in search results for relevant keywords. Additionally, if a user disables image display in their browser, the images will be replaced not by empty frames, but by the alt text.

Alpha-beta campaigns in Google Ads – a method for creating search ads with the most precise keyword selection.

AMP landing pages – landing pages designed to load quickly on mobile devices, created by Google developers.

Anchor – the text of a link; for example, here is a link to the homepage—clicking on it will take you there, and the phrase “to the homepage” itself is the anchor text.

Anchor text – the clickable text of a hyperlink. An important distinction: it’s not the link to the site itself, but specifically the text that the user sees. SEO experts recommend that the anchor text’s meaning align as closely as possible with the page to which the hyperlink leads.

AOV (Average Order Value) – the average order value or average receipt amount. This metric is calculated using the formula: Total order value / Number of orders.

API – an application programming interface for a particular system. It is used to interact with other systems via program code.

Architecture – a document that defines the structure and organization of your system.

arkAS – a platform for developing web applications focused on the business environment. Developed on ASP.NET.

ASP.NET – a tool for developing web applications.

Attributed conversions — conversions attributed to customer acquisition channels that were not the final step before a purchase but contributed to the user’s journey leading up to the target action.

Attribution model – a set of principles used to distribute conversion value across touchpoints throughout the conversion path.

Audit – an analysis or review of a website or advertising campaigns to identify any shortcomings. The purpose of an audit is to conduct an independent assessment of the actual.

Audience targeting – the process of tailoring ad placements to an audience with specific characteristics, ranging from gender and age to interests and geolocation.

Authorization – the process of a user logging into a website (for experts – the process of verifying permissions to perform a specific action).

Autotargeting – an ad display technology that does not require keywords. Yandex’s automated algorithms target audiences based on an analysis of website content and ad copy.

B

B2B, B2C и B2G — three models of interaction between companies and customers. B2B — business-to-business, referring to the sale of goods and services to legal entities. B2C — business-to-consumer, referring to the sale of goods to individuals. B2G — business-to-government, referring to the sale of products to government agencies and institutions.

Backend development — the logic behind a website’s operation, hidden from the user. This is where data is processed, calculations are performed, interactions with the database take place, and server security and management are ensured.

Backlink – a hyperlink from one website (Site A) to another (Site B); for Site B, this hyperlink is considered a backlink. For a long time, increasing the number of backlinks was one of the main ways to improve a website’s ranking in search results. Links from authoritative websites were particularly valued, as search engines assigned them greater “weight.”

Backlink profile – the quantity and quality of links pointing to a specific website. For Google, the volume of the backlink profile significantly influences a website’s ranking quality.

Backup – a copy of your database or application. It is created to reduce the risk of losing important data.

Banners – rectangular areas of various sizes used to display advertisements on a website. Over time, certain standards have emerged regarding banner sizes and their placement on the page.

Basic search volume – the number of monthly search queries that contain words from a specific keyword.

Behavioral factors – actions taken by website visitors that influence a website’s search engine rankings.

Bidder (bid manager) – a software system that can be used to control bids when manually managing ads in Yandex.Direct and Google Ads.

Bootstrap – a technology for visually displaying your website’s content.

Bot – a program that performs automated actions on the Internet.

BR – Bounce Rate. Landing page/website bounce rate: the percentage of people who visited the page and left immediately. High bounce rates usually lead to low conversion rates, as visitors do not have enough time to fully explore the content.

Email bounce rate: a metric that determines the number of emails that were not delivered to recipients. A high bounce rate indicates that the subscriber list contains a large number of invalid or “broken” email addresses. By understanding the difference between ‘soft’ and “hard” bounces, you can see that not all bounces are necessarily bad.

Brand – a unique name, term, design, symbol, or other element that distinguishes one company’s products or services from others and creates brand recognition among consumers.

Brand positioning – the way a company attempts to occupy a specific place in the market in the minds of consumers. This may include selecting a target audience, a product’s unique selling point, and the method of promoting it.

Bounce rate – the percentage of visitors who left the site without performing a target action, viewing only one page (in Google Analytics) or spending less than 15 seconds on the site per visit (in Yandex.Metrica).

Breadcrumbs – a visual representation of the path to a given page on a website.

Brief – a short questionnaire to gather initial information about a project.

Browser – a program used to view web pages.

Business process – a sequence of actions aimed at a specific result. It has the following parameters: actions, participants, resources, goal and result, and trigger.

Buyer persona – a set of characteristics of the company’s “ideal” customer.

C

CAC — Customer Acquisition Cost. This is a common metric used in marketing and sales. To calculate this metric, follow these steps: Add up advertising costs + employee salaries + commissions + bonuses + other expenses. Divide the resulting total by the number of new customers acquired during the reporting period.

«If you spent 500,000 on sales and marketing in a single month and managed to acquire 50 new customers that same month, then the customer acquisition cost (CAC) is 10,000.”

Call tracking – a technology that allows you to track which advertising channel a customer’s call came from.

Callback (call-back button) — a widget for collecting leads from the website. It invites website visitors to leave a phone number so they can be called back for further communication.

Canonical URLs – the standard links that search engines prefer. For example: https://example.com/ or http://www.example.com/index.html.

Carousel ads – an advertising format on social media that looks like a gallery of cards with images, text, and links. The cards scroll automatically and when you click the “Forward” / “Back” arrows.

Chatbot – an AI-powered program that simulates a real conversation with a user via text or voice messages.

Churn rate — the percentage of customers lost over a period of time — those who have declined the company’s offers. Not to be confused with Bounce rate — a metric for page exits. This refers to the percentage of visitors who viewed no more than one page of the website and left it.

Click fraud – a type of online fraud that involves automatically or manually clicking on a competitor’s ads with the aim of depleting their advertising budget. The first signs of click fraud are an abnormally high CTR and bounce rate.

Click map – a site map that shows where users click on a page. It can be used to track the number of clicks for each link, button, navigation element, etc.

Click to Call — a button on the mobile version of the website or in a mobile app that allows visitors to call the specified phone number directly.

Clickbait – content with sensationalist material, primarily in the headlines.

Cloaking – the practice of substituting content, showing search engine crawlers specific content (optimized specifically for the search engine), while actual website visitors see completely different material.

Cluster – sections within the semantic core that characterize a single page.

Clustering – grouping of keyword queries by meaning and their specifics. A separate ad is created for each such group to achieve the highest possible conversion rate.

CLV (Customer Lifetime Value) — the total sales volume or total profit generated by a customer during the time they use the company’s services. An indicator largely analogous to LTV.

CMS (Content Management System) — a software application that allows you to add and edit text and multimedia content on a website.

A company’s mission statement – a brief description of the company’s goals, values, and intentions. This helps define the company’s direction and goals and create a shared understanding of its mission among employees and customers.

Competitive advantage – the unique characteristics of a product or company that make it more attractive to consumers than its competitors.

Competitive environment – a set of factors that influence competition in the industry, including competitors, their products and services, prices, marketing strategies, etc.

Concept – a set of key data about your system (a framework for understanding the system).

Confidence interval – the time frame during which A/B test results are considered reliable (usually 4–5 weeks).

Conversion optimization – actions that enhance the appeal, usability, and persuasiveness of a landing page to increase conversion rates.

Content – the textual or visual material on your website.

Content marketing – a strategy for creating and distributing text and multimedia content to attract and retain customers.

Content optimization – the process of creating content that is interesting to website visitors while aligning with keywords. This may include writing unique and informative content, optimizing images, using headings, etc.

Content plan – a tool for planning publications on the website, social media, external platforms, and in newsletters. It consists of a table with a list of topics, a publication schedule, and other detailed information necessary for preparing materials.

Contextual advertising – a type of advertising that appears in search results.

Contextual targeting – a type of targeting in myTarget and VKontakte where the algorithm selects an audience based on users’ search queries on these platforms (primarily the Mail.ru system).

Conversion – a specific action taken by a website visitor that serves as a measure of the site’s effectiveness (a phone call, visiting a specific page, submitting contact information via a form, etc.)

Cookie — a text file containing information about a user’s behavior on a website. It is stored on the user’s computer and retrieved during subsequent visits to the site to identify the user.

Corporate website – a virtual representation of a company or organization. It contains detailed information about the organization’s activities, its services, history, terms of cooperation, job openings, special offers, and news.

COS (Content Optimization System) — the same CMS system, with an emphasis on maximizing the personalized use of the website.

Counterparty – a person (or company) with whom your company interacts.

Conversion Rate — the ratio of the number of website visitors who performed a specific target action (purchase, registration, newsletter subscription) during their visit to the total number of visitors.

The most effective methods for increasing conversion are: creating landing pages, split testing, and multivariate testing.

CPC (key phrase for paid advertising) – a word or phrase for which an advertising campaign is paid in search engines.

CPL (Cost per lead) — the amount you spend to acquire one lead (inquiry). The metric is calculated using the formula: CPL = Acquisition Cost / Number of Applications.

CPM (Cost per Thousand Impression) — the amount an advertiser pays for every 1,000 impressions of an ad in Yandex.Direct or Google Ads.

CPO (Cost per order) — the amount it costs you to acquire a single order. This metric is calculated using the formula: CPO = Acquisition Cost / Number of Sales.

CRM system — software used to collect, store, and analyze information related to a company’s interactions with customers across all communication channels.

CRO – Conversion Rate Optimization. The process of improving the conversion rate of a website or landing page by modifying the design and content, applying SEO techniques,
and conducting A/B testing. Optimization aims to enhance the functionality of the website in order to convert more visitors into customers or leads.

Cross-posting – publishing the same content on different social media platforms.

Cross-sell — the sale of additional products to existing customers.

Crowd marketing – the purchase or free acquisition of external links from forums, review sites, and social networks.

CSS – Cascading Style Sheets. A language that allows you to control the design and overall appearance of a landing page. It is used in conjunction with HTML, which is designed to handle page content. Simply put: HTML is the skeleton of the page, and CSS is its skin.

CTA — Call-to-Action. A text link, button, image, or any other element that prompts the user to take a specific action. The appearance of the CTA element should stand out against the rest of the page’s content (text, images, etc.), as it is precisely this element that converts a visitor into a user or a lead.

CTR (click-through rate) — a metric indicating the ratio of clicks on an ad (as well as a link or banner) to the number of its impressions. The metric is calculated using the formula: Total clicks / Total impressions * 100%.

CX (customer experience) — the customer’s overall impression of their interaction with the company as a whole. It encompasses all touchpoints between the customer and the product: from switching screens within an app to contacting technical support and receiving email newsletters.

CX is broader than UX (user experience). UX defines how a person interacts with a specific product: an app, software, or website. CX, on the other hand, encompasses the entire customer journey, from the first interaction with the brand to post-purchase service.

D

Database is where a web application’s (or website’s) data is stored.

Data-driven marketing – marketing based on data.

Data scraping – the process of automatically collecting and organizing data from various sources using specialized software. Searching for and building a target audience database based on specified parameters: gender, age, interests, income, geographic location, and others (TargetHunter).

Description – a page description, specified along with the title to explain what the visitor will see; it is not displayed on the website.

Design –

a tool for presenting information effectively.
the process of determining exactly how your system will function internally.

DEV version – a test version of a product. Intended for testing and product development.

Digest – an article that concisely summarizes the content of the most interesting publications over a specific period.

Direct Commander – a desktop program that offers convenient management of a large number of clients, campaigns, ads, and keywords from Yandex.Direct accounts.

Direct Mail – sending promotional materials to a recipient via mail; users sometimes refer to such mail as “junk mail.”

Distribution channels – the pathways through which products or services reach consumers. These may include retail stores, online stores, wholesale distributors, and so on.

DNS – Domain Name Server. A server that converts a web address into one or more IP addresses.

Domain name – a unique address for a website on the Internet, such as mdseo.ru

DoS attack – a method used to prevent a user from accessing a web resource. This is usually achieved by overloading the target with traffic or by sending malicious requests, causing the site to crash.

Duplicate keywords – key phrases that are identical or partially overlap, and therefore compete with each other for ad placement.

Dynamic call tracking — a tool for tracking and analyzing incoming phone calls that assigns a unique number to individual website visitor sessions.

Dynamic content – content on a landing page that changes depending on the search query if the user comes from search ads on Yandex & Google, or based on a set of targeting criteria if they come from display ads.

Dynamic keyword insertion — a feature for Google search ads that allows you to set up automatic keyword substitution in ad copy.

Dynamic retargeting – a technology that allows you to advertise specific products to users based on their purchase history, website visits, and demographic data. In Google Ads, this technology is called dynamic remarketing.

E

End-to-end analytics – analysis of the effectiveness of marketing investments based on data across the entire sales funnel: from viewing an ad to purchase/repeat purchase.

Emojis – these are vector images that can be easily inserted into website text using special codes or simply by copying and pasting. They are used to attract attention and format text.

Exact match (exclamation mark) – matches the exact word form but does not match the word order within a phrase. It is typically used in conjunction with phrase match.

F

Frequency – a metric that indicates how many times, over a specific period, users entered a particular keyword phrase into a search engine.

Functionality – a list of features available on a specific page or module.

G

Gamification – the practice of incorporating game-like elements into a brand’s interactions with potential or existing customers.

Google Ads – a service for placing contextual ads on Google’s search and display networks.

Google Ads Editor – a desktop program for conveniently making bulk changes to ad campaigns, ads, and keywords from Google Ads accounts.

Google Ads scripts – fragments of JavaScript code that automate functions both within the account and interactions with external data. For example, they disable keywords with zero clicks and check for broken links.

Google AdSense – a Google service that allows you to place ads on your website. Website owners earn a certain amount for each click visitors make on these ads.

Google Analytics – Google’s analytics system for measuring website traffic and analyzing user behavior.

Google BigQuery – a cloud-based database management system hosted on Google Cloud Storage.

Google Display Network – an advertising system that targets users based on their interests on websites participating in the Google Ads partner network. In total, the network includes over 2 million websites and mobile apps, including YouTube and Gmail.

Google Keyword Planner – a Google Ads tool for keyword research.

Google Merchant Center – a platform that stores information about the entire product range of an online or offline store. If you connect it to a shopping campaign in Google Ads, you can set up text and image ads with price tags to appear in search results.

Google Shopping – a service that allows you to advertise products from online stores on Google.

Google Tag Manager – a system for managing third-party scripts on a website or in a mobile app.

Google Teleport – a tool for transferring search campaigns from Yandex.Direct to Google Ads.

Growth Hacking – rapid scaling of a business in a short period of time. This is achieved through various techniques—for example, innovative marketing methods combined with SEO, A/B testing, and aggressive pricing strategies.

Guerrilla marketing – promotional methods that don’t require large budgets, utilizing existing resources to generate buzz out of thin air.

H

Heat map – a graphical representation of the most clickable areas of a website.

Hero Image – typically the first visual element visitors see when they land on a website.

High-frequency query – a query that is entered by users a large number of times.

Host – any device that performs “client-server” functions. There are many different interpretations of this term, but generally it refers to the location where a website’s content (images, videos, etc.) is stored, as well as its IP address.

Hosting is where all the website’s files and databases are stored.

HTML – a programming language that forms the foundation of every document on the internet.

HTML markup – the body of the page that is displayed in the browser.

HTTPS connection – when SSL is configured, the website is considered to be operating over a secure connection; you can see this text in the address bar of websites.

Hyperlocal targeting – a technology that allows ads to be shown to an audience based on their location (down to specific buildings).

Hypersegmentation – a concept that involves dividing traffic into micro-segments based on needs (using keywords and targeting criteria); creating value propositions for each micro-segment; and displaying these propositions on the website through content substitution.

I

Index – a database containing information about web pages that have been indexed by a search engine.

Influencers (opinion leaders) – people who interact with an audience on social media and whose opinions matter to a specific audience.

Interface – a set of features, controls, and graphical elements for a user or role. An interface is the way a user interacts with a system.

Internal linking – linking pages within the same website or across different resources using hyperlinks.

Internet Information Services (IIS) – a web server from Microsoft.

Internet marketing – the use of internet technologies and tools to promote a product or service in an online environment.

IP address (Internet Protocol Address) – a unique number assigned to every device that uses the Internet Protocol to communicate over a network

J

Jobs-To-Be-Done – a concept that helps us understand how users make their first purchase decision and predict whether a particular product will be in demand.

jQuery – a tool for creating interactive web application interfaces.

K

Keywords – an obsolete meta tag where keywords used to promote a specific document were placed.

Keyword match types – special symbols that broaden or narrow the scope of keywords in Google Ads.

Keyword occurrences – if a word or phrase appears on a website page, it is said to have a “keyword occurrence.”

Keyword, key phrase, search query – words or phrases that users enter into a search engine to find information.

Keyword operators – special symbols that specify the case, number, and word order in Yandex.Direct keyword phrases.

Key phrases – words or phrases that trigger the display of search and display ads if they match a user’s search query.

KPI – a measure of how well something is performing; in SEO, this refers to the amount of traffic generated to a website or high search rankings.

L

Landing page – the page a user lands on after clicking an ad. It is also a single-page website designed to elicit a specific action from the customer.

Landing page prototype – a mockup (sketch) of the future landing page’s interface, drawn by hand or using a specialized service.

Layout – the way a website page is organized. Widget – an application that performs a specific function on a website (for example, a call-back button or an online chat bot).

Layout, mockup – a graphical representation of an object (page) to make it easier to understand.

Lead – a potential customer who has responded to a marketing
message—by taking a desired action and providing their contact information.

Lead Ads – an advertising format on social media designed to collect user contact information.

Lead form (contact form) – a form for collecting contact information from website visitors.

Lead generation – actions taken to attract leads.

Lead magnet – a free valuable product (e-book, presentation, infographic, guide, checklist, etc.) offered to a website visitor to encourage them to purchase the main product in the future.

Link Building – the process of increasing the number of backlinks to a website to improve its search engine rankings.

Live chat – a tool for real-time messaging (usually with the company’s customer support representatives).

Login – a user’s identifier in the system.

Long-form text – a lengthy text on a page, without images, videos, or any interactive elements.

Long Tail Keywords – keyword phrases consisting of more than three words.

Look-alike (LAL) – a tool used to find users whose behavior resembles that of those who have already visited the site, added an item to their cart or completed a purchase, filled out a feedback form, or subscribed to a newsletter.

Look-alike audiences – a type of targeting that allows you to expand your reach by targeting users similar to your website’s visitors.

Low-frequency query – a query that is entered by users relatively rarely.

Loyalty program – a marketing strategy aimed at retaining customers and encouraging repeat purchases by offering various bonuses and privileges.

LSI (Latent Semantic Indexing) – words and phrases related to the page’s topic. These include synonyms and additional words that help search engines better understand the page.

LTV (Lifetime Value) – the total revenue a customer generates for a company over the entire duration of their relationship with the company.

M

Main query – the most frequently searched keyword for which a page is created.

Marketplace – a website where Clients and Contractors can connect.

Market segmentation – the process of dividing the market into groups of consumers with common needs, interests, or characteristics to create more effective marketing strategies.

Marketing kit – a document containing the most comprehensive information about a business. It is used for presentations to partners and potential clients.

Market niche – a highly specialized market segment where a company can successfully compete by offering unique features and product offerings.

Mass messaging – a feature of the system designed to send bulk messages to users via SMS or email.

Media plan – a document that details the goals and schedule of marketing activities, including projected metrics.

Media advertising – advertising focused on the audience’s visual perception (usually in the form of graphic banners or videos).

Meta tag – an HTML tag that allows you to insert a text description of a page. It appears in search results directly below the link to the website.

Mind map (also known as an intellectual map, thought map, or mental map) – a diagram that helps visualize information and analyze it quickly.

Mobile-friendly – a term used to describe a website, interface, or app that is easy to use on mobile devices.

Moodboard (in design) – a collection of images that convey the mood, atmosphere, and style of future photos. It reflects the overall concept and vision of the shoot.

Multi-channel sequences – Google Analytics reports that allow you to assess the contribution of different marketing channels to customer acquisition.

Multilanding – a page with dynamic content, the content of which changes depending on the search query if the user comes from search ads on Yandex & Google, or based on a set of targeting parameters if they come from display ads.

Multiquiz – a landing page questionnaire with a dynamic headline (which changes based on the user’s query). In other words, this tool combines two technologies: a quiz and dynamic content.

N

Native advertising (also known as “natural advertising”) – a type of advertising that users do not perceive as advertising. Native advertising blends seamlessly into the format of the platform on which it appears, so users do not recognize it as advertising, yet it contains a subtle call to action.

Naming – the process of developing a brand or product name.

Negative keyword matching – adding additional negative keywords to a list of keywords to exclude overlaps between those keywords.

Neuromarketing involves methods for studying consumer behavior and ways to influence it using cognitive psychology and neurophysiology.

Non-targeted click – a click on an advertisement by users or bots that are irrelevant to the advertiser.

NPS – Net Promoter Score. It measures a customer’s level of loyalty to a product and their willingness to recommend products or services. It is measured on a 10-point scale. The NPS helps determine how customers feel about you.

O

Off-page optimization – the process of improving a website’s backlink profile and increasing its authority in the eyes of search engines.

Offer – an advertising proposal.

Offline conversion – a user action taken offline after interacting with an advertisement or a company’s website (such as visiting a store and making a purchase).

Omnichannel – establishing communication with the target audience through various channels (email, social media, push notifications, etc.) integrated into a single system.

Onboarding – the process of introducing a user to a product.

On-page optimization involves actions to improve a website’s structure and content to increase its relevance to user queries.

Onboarding – the process of guiding a user through an online service or mobile app to demonstrate the product’s full value, with the goal of turning them into a loyal customer.

Onsite retargeting – a technique designed to keep users on a website until they leave.

Organic search results – a list of websites that a search engine presents to a user in response to a specific query. A website’s ranking is influenced by how well its content matches the user’s query. SEO focuses specifically on improving a website’s ranking in search results.

Organic traffic – traffic coming through Yandex or Google search results.

Outreach – the practice of purchasing backlinks directly, bypassing link exchanges; the client and SEO specialist negotiate directly.

P

Page Rank – the “importance” of a website page. A metric that indicates the number of linking sources; the more resources that link to a page, the higher this metric is. It is expressed as a value between 0 and 10.

Page View – a request to load a single page. Marketers use this information to analyze website performance. By knowing the PV, you can determine whether changes to a page increase the number of visitors or, conversely, contribute to their departure.

Payment gateway – a system that allows you to accept payments through various communication channels (Yandex Money, WebMoney, cards, SMS, etc.).

Performance marketing – an approach to online advertising aimed at achieving the most transparent relationship between the channel budget and actual sales.

Personal account – a set of pages designed for a specific role within the system. A restricted section of the website.

Plugins – additional modules or extensions that enhance the functionality and capabilities of web applications and websites. They are typically developed by third-party developers and can be installed on various platforms to add new features or optimize existing ones.

Placement – the region where an ad is displayed (a term from social media advertising dashboards).

Pop-up – an interface element that appears over the page to engage the visitor at some stage of their interaction with the content.

Post-click analytics – a marketing analysis that helps determine how visitors behave on the website.

PPC реклама (Pay per Click) – an advertising model where advertisers pay for clicks.

PPC – short name and abbreviation for contextual advertising.

PriceLabs – a bid manager for Yandex Market that allows you to set up automatic bid updates, monitor competitors’ prices, analyze performance, and increase conversion to orders.

Pricing strategy – the method by which a company determines the market price of its products or services. This may include selecting a pricing strategy, accounting for production costs, the competitive environment, and consumer demand.

Prod version – the main version of the product. It is intended for use by end users of the system.

Product feed – a file containing product data in the form of a structured list, which simplifies the creation of dynamic and product ads.

Product life cycle – a concept that describes the stages a product goes through, from its creation and market launch to its obsolescence and discontinuation.

Product strategy – a plan that defines how a company will develop and promote its products in the market. This may include selecting new products, improving existing products, and attracting new customers.

Promotions – marketing activities used to boost sales, such as discounts, free shipping, contests, etc.

Promotional post – an advertising post in a news feed (commonly used on VK).

Prompt – a query we use to interact with artificial intelligence (AI, neural networks). When we ask AI a question or give it a task, we enter a prompt, and AI responds based on what we asked.

Prototype – a partially functional product designed to address a specific task.

Proxima – Yandex’s new search quality metric. Proxima evaluates:

whether a user can accomplish their task on a website page;
visitor loyalty to the site;
the ratio of useful to intrusive (advertising) content;
the pairwise comparison index (the quality of the site compared to other similar sites)

Push notifications – short messages that a website sends to subscribers’ computers and mobile devices with the aim of bringing visitors back to the site.

R

Ranking – the position a page holds in search results for a given query.

Reach – the number of users who have seen an advertisement at least once.

Referral marketing – methods of promoting a product not through traditional advertising channels, but through existing customers who receive compensation (an affiliate commission) for doing so.

Refined (in quotes) frequency – shows how many times per month a query containing exactly the words in the query was entered; it allows for changes in case, the addition of prepositions, and the rearrangement of words within the key phrase.

Relevance – that is, how well a website page matches a search query. You will often hear “The page is (not) relevant to the query”; this means that the content on the page does not match what the user expects to find there.

Remarketing – showing ads in Google Ads to users who have already visited the landing page.

Retargeting – showing ads in Yandex.Direct to users who have already visited the landing page.

Responsive design – a method of correctly displaying a website’s interface on any device. A page with responsive design looks different on a computer, tablet, and smartphone; each version takes into account the device’s specific features.

Responsive ads – ads from the Contextual Media Network (CMN) , whose size, format, and appearance change automatically. The system analyzes the parameters of available ad slots on the website and decides which type of ad to show the user.

On one website, an ad will appear as text, while on another it will appear as an image. Ads can also take on a native format that blends in with the website’s design.

RLSA (Search Remarketing) – a remarketing technology on Google that tailors bids and ads for users who have already visited a landing page.

ROAS – a metric that shows the return on advertising spend. It is calculated using the formula: ROAS = Advertising Revenue / Advertising Spend.

Robots.txt – a “set of rules” for search engines. The file contains instructions that search engines must follow when crawling a website. It includes a list of content that the website owner wants to hide from search engine rankings.

ROI (Return on Investment) – a metric showing whether an investment is profitable or unprofitable. It is calculated using the formula: ROI = (Revenue – Expenses) / Expenses * 100%.

Role – a group of users who share a similar interface for working within the system. Each role has its own functions and permissions within the system. Examples: salesperson, operator, administrator, controller.

ROMI (Return on Marketing Investment) – calculated using the formula: ROMI = (Advertising Revenue – Advertising Expenses) / Advertising Expenses * 100%. The formula is identical to the ROI formula, but in this case, we analyze advertising investments exclusively.

RSS (Rich Site Summary) – an RSS feed is a web channel that publishes the latest updates (news or new blog posts). An RSS feed allows users to quickly and easily receive the information they need. If you subscribe to an RSS feed, you no longer need to visit the site to check whether the content has been updated. Instead, your browser will automatically monitor the site and display updates as they appear.

S

SaaS (Software-as-a-Service) – a business model in which a developer creates, sells, and provides
technical support for software via the internet.

Sales funnel –

a sequence of steps through which an advertiser builds a relationship with a prospective customer: from product discovery to purchase (typically in the form of an automated series of messages sent to the subscriber’s inbox).
the sequence of steps a customer takes on the path to purchasing a product. These are specific stages from viewing an ad to placing an order.

Screenshot – an image of a screen. It can be taken using the Print Screen key or with specialized software (Yandex.Disk, clip2net, etc.).

Search bot – a program that scans web pages and collects information for a search engine’s index.

Search engine data – information collected by a search engine about web pages, including their content, structure, and links. A search engine, such as Google or Yandex.

Search results – a list of web pages that a search engine returns in response to a user’s query.

SEO (Search Engine Optimization) – the development and promotion of a website with the goal of raising it to the top positions in Yandex/Google search results for specific queries. The goal is to increase website traffic.

SEO-friendly URLs – human-readable URLs, meaning the page address is as easy to understand as possible when read aloud. For example, https://mdseo.ru/chto-takoe-seo is a URL that is very easy to understand.

SERM – managing a brand’s reputation in search engines. The essence of SERM lies in shaping search results for queries such as “brand” (company name) and “brand + reviews” from platforms that can be managed. Writing reputation-building articles; posting reviews; monitoring mentions, etc.

SERP (Search Engine Results Page) – a page with search results generated by a search engine in response to a user’s search query.

Session – a temporary sequence of user actions on a website. A “cookie” is used to identify the user. A session ends when the user leaves the website or simply stops using it for a certain period of time. Often, the duration of a user session is determined in the website’s settings.

Semantic core – an organized set of words, their forms, and combinations that most accurately characterize the type of activity or product advertised on the website.

Site indexing – the process by which search engines add a site’s pages to their database. If pages are not indexed, users will not see them.

Sitemap – an HTML page or file containing links to the site’s key sections in a hierarchical order. It helps search engines correctly analyze the site and index its pages.

Site Quality Index (SQI) – a metric that indicates how useful your site is to users from Yandex’s perspective. The Site Quality Index is calculated based on the site’s audience size, user satisfaction, the level of trust in the site from both users and Yandex, as well as other criteria.

SKAG strategy – a method of organizing a Google Ads account based on the formula “1 ad group = 1 keyword.”

Slider – a website element in the form of a block of images, text, or links that scroll manually or automatically.

Smart Google Ads campaigns – Display Network and Shopping campaigns in which targeting, bid calculation, and ad creation are automated.

SMM (Social media marketing) – attracting and engaging with a target audience on social media. Includes targeted advertising and community management.

SMS агрегатор – a paid service that allows you to send SMS messages.

Snippet – a website card in search results.

Social proof – customer reviews, product reviews, and other information from product users that helps other users make purchasing decisions.

Social media buttons – links to a company’s social media accounts posted on its website.

Social media – online platforms and apps used for communication, information sharing, and community building. Companies also use them to market their products or services.

SSL (HTTPS) – a secure protocol for accessing confidential information, typically used to access a user’s personal account within the system.

SSL certificate – a special program installed on a domain to ensure the encryption of all personal data that users leave on the website.

Statistical significance (significance threshold) – a metric indicating that the results of an A/B test can be considered reliable because a sufficient amount of traffic was obtained.

Static call tracking – a tool for tracking and analyzing incoming phone calls that assigns a unique number to each traffic acquisition channel.

Stop words – words and phrases of standard spelling that have no meaning on their own; most often these are prepositions, pronouns, and frequently used phrases (would, we, what, for, etc.)

Stories – a tool for posting on social media in the form of short animated or video stories.

Storytelling – a marketing technique that involves conveying information to the target audience through stories and examples.

STP marketing – a customer-centric approach focused on the customer’s needs, consisting of three distinct stages: audience analysis and segmentation (Segmentation), targeting (Targeting), and positioning (Positioning).

SQL Server – a database management system. Developed by Microsoft.

Synchronization – the process of updating data in two data sources (databases) to transfer data from one to the other.

T

Targeting – a specific parameter used to select an audience (geography, gender/age, interests, etc.)

Targeted advertising – advertising aimed at an audience with a specific combination of parameters (geography, gender/age, interests, etc.)

Tag – a piece of HTML code that contains additional information about a web page.

Target audience – a group of users who are interested in a specific product and for whom marketing activities are designed.

Target audience segmentation – the division of an audience into segments based on similar needs.

Target action – the action a potential customer is expected to take that is desirable for the company. For example, subscribing, entering contact information, or requesting a call.

Target click – a click on an advertisement by a target user.

Teaser – a small text-and-image ad displayed next to the news feed.

Technical Specifications (TS) – a document that outlines the requirements for product development.

Thank-you page – the page a user is redirected to after completing a desired action on a website. Its primary function is to confirm that the action has been completed.

Thick client – unlike a thin client, the user must install a program on their computer to use it.

Thin client is, essentially, a browser. That is, it is a program that sends requests to the server and displays data to the user. No additional software needs to be installed on the computer for such a system to work. This is precisely why this type of client is called a thin client.

TIC (Thematic Citation Index) – a Yandex technology that determines the authority of online resources based on the presence of links to them from other sites.

Title – the main meta tag, which tells search engines what kind of content is on a webpage. It plays a crucial role in SEO and promotion. You can see it in the website’s source code and in search engine results.

Title-tags (title tags) – HTML tags that describe a page’s title. Titles appear alongside the site description on the search results page.

Tracking pixel – a piece of code installed on a website to track specific visitor actions.

Traffic – the number of website visitors over a period of time.

Traffic source – the channels through which a visitor arrives at the page.

Turbo site (turbo page) – landing pages with accelerated loading on mobile and desktop that can be created in Yandex.Direct.

U

UI – User Interface. A type of interface that allows you to control software or a device. A good user interface includes buttons, panels, windows, and menus, and provides a great user experience by enabling interaction with software and devices.

The Unified Register of Internet Advertising – a system for tracking internet advertising administered by Roskomnadzor, into which data is submitted regarding every instance of digital advertising intended for users located within Russia.

Unique selling proposition – an offer to purchase a product and receive a specific benefit (product features or service terms) that your competitors do not offer.

Unique visitor – a user with unique characteristics who visited the website during a specific time period.

Upsell – a marketing technique in which a user is offered a more expensive and advanced version of a product than the one they have already chosen.

URL (Uniform Resource Locator) – the address of a web page on the Internet; it is a link to a website page.

Usability – the ease with which a specific resource can be used (how easily users can navigate it and find the information they need).

User – a registered member of your system who has a username and password.

User Flow (user path) – a diagram of a user’s journey, a visual, branching scenario of their interaction with a specific digital product: an app or a website.

User session – the amount of time a user spends on the website or in the app.

User-generated content (UGC) – text, images, and videos that users share voluntarily, for example, as part of a contest. UGC is created by your customers and works for you, helping to attract a new audience and increase the loyalty of your existing one.

UTM parameters – page address parameters that transmit information to analytics systems about visitor transitions from each source. These are additional “trails” appended to URLs.

UV – Unique Visitor. A user with unique characteristics (IP address, browser, registration data, etc.) who visited a landing page/website within a specific time period (day/week/month). Marketers use this term to distinguish between the number of visits and total traffic. If one person visited the site 30 times, that means the site has one unique visitor and 30 visits.

UX – User Experience (пользовательский опыт). UI отвечает за внешний вид и оформление интерфейса, а UX — за функциональность ресурса и взаимодействие пользователя с продуктом

UX design – design created with the aim of providing a positive user experience when interacting with the website and all its elements.

V

Value proposition – a commercial offer tailored to a specific segment of the website’s audience. It typically consists of the page’s headline, subheading, and call to action.

Viral marketing – promotional methods that involve the dissemination of an advertising message by its recipients on their own initiative.

VPS – the server on which your application runs. It is usually Windows or Linux. ASP.NET runs only on Windows Server.

W

Website – a program that allows information to be displayed on the internet and various types of data to be processed.

Website architecture – the way pages are organized and accessed, as well as navigation across the site for visitors and search engine crawlers (URLs, sitemaps, navigation and links, breadcrumbs, etc.).

Website builders – online services such as WIX, Tilda, and others that allow users to create websites with no prior knowledge.

Website ranking – the process of sorting websites in search results based on a variety of factors. These include the website’s ranking, the quantity and quality of backlinks, and the relevance of the text to the search query.

Website rankings – the position a website holds in search results for specific queries.

Webvisor – a Yandex.Metrica technology that allows you to analyze all visitor actions on a website in real time via video: mouse movements, clicks, scrolling, keystrokes, form submissions, and text selection and copying.

Web analytics – a tool for studying user behavior on a website.

Web application – a program that runs in a browser.

Web server – a server that processes requests from your web application.

Web service – a web application designed to process specific software requests. For example, this could be software that extracts data from 1C.

Webmaster – a person responsible for maintaining the website in working order, as well as its development and editing.

Website visibility – the number of queries that rank in the top results of search engines. For example, if a website has a semantic core of 100,000 queries but only 30,000 rank in the top results, this means the website’s visibility is approximately 30%.

Welcome email – a message that a customer receives after subscribing to a company’s newsletter. It can kick off a series of emails in which the company introduces its products and builds trust in the brand.

Widget – an “interface element,” auxiliary programs on a website, in an application, or even on the desktop, which facilitate user interaction.

WOM – Word-of-Mouth. The transmission of information from person to person. The concept encompasses both real-world and virtual communication. Word-of-mouth marketing is inexpensive and widely used on social media.

Y

Yandex Advertising Network – a system for placing contextual ads on partner websites and Yandex services, as well as in mobile apps, Smart TV apps, and digital out-of-home (DOOH) advertising surfaces.

Yandex.Audiences – a service that allows you to create audience segments based on your own data, as well as data from Yandex and third-party providers (DMPs), and then use them in advertising campaigns to maximize reach.

Yandex.Direct – a service for placing contextual ads on Yandex and partner sites within the Yandex Advertising Network.

Yandex.Direct Templates – a tool for automatically inserting keywords into Yandex.Direct ads.

Yandex.Market – a unified marketplace where you can list any products for sale—from electronics to clothing—even without a website.

Yandex.Metrica – Yandex’s analytics system for measuring website traffic and analyzing user behavior.

Yandex Search banner – an ad format in Yandex.Direct that appears on the search engine’s homepage (usually directly below the search bar).

Yandex Smart Banner – an interactive banner with dynamic content. It can be displayed on networks (Yandex Search Ads and external networks) and on Yandex search platforms to users who have already viewed products on your website or shown interest in similar products.

Yandex Templates – a technology that determines how an ad will be positioned in search results and how it will look. The goal is to show each user the results that best match their query.

Yandex Wordstat – a free Yandex service that compiles statistics on search queries within the system.