Marketing dictionary

The account structure is a way to organise your Google Ads account into campaigns and ad groups so that targeting, budget, and measurement are kept under control. Implement the template: Brand / Generic / Remarketing / PMax (eCom) + tight groups.

Search engine advertising refers to advertising on search engines (e.g., Google), where a user sees an ad when searching for a specific term. You will learn the basics: the structure, match types, search term report, negative keywords, and key metrics.

The search term is what the advertiser adds to their account. The search query is what the user actually typed. This is how you read the Search Terms report, create precise keywords from your findings, and cut unnecessary costs with negatives.

The match type determines in what types of searches your keywords will trigger: exact, phrase, or broad. The guide shows the differences, examples, the use of negatives, and how to choose the right type based on your campaign intent.

The Quality Score (Laatupiste) reflects the quality of your ad: expected CTR, ad relevance, and landing page experience. Here's how to interpret the scores and improve them step by step.

A negative keyword prevents your ad from appearing in irrelevant searches. This is how you create lists, select the right match type (broad/phrase/exact), avoid duplicates, and improve your CPL.

A hook is the first 1-3 seconds of a video or advertisement, designed to stop the scroll and provide a clear reason to watch/click. A good hook promises a concrete benefit, shows a result, or makes a sharp claim – immediately.

POAS measures the contribution margin from advertising. It tells you how much profit you make for every euro spent on advertising – not just the revenue like ROAS.

Reels are a short video format on Instagram (vertical, 9:16). It works when the hook grabs attention in 1–3 seconds and the clip gets straight to the point. With the right content, you can achieve reach, CTR, and leads.

UGC refers to user-generated content – reviews, videos, images, and experiences. In marketing, UGC builds trust and increases CTR and conversion rates, especially on social media and short video channels.

A video brief is a short guideline that defines the purpose, audience, message, channels, and practices of the video. A good brief saves time, money, and nerves – and the outcome meets the goal right away.

GTM on Google Tag Manager – a tool that allows you to install and manage measurement tags without code changes. With it, you can effectively build GA4 events, conversion tracking, and marketing pixels.

GA4 is the newer version of Google Analytics. It measures events, not just page views. When correctly set up, you can see what channels actually bring: leads, purchases, and euros.

A CTA is a call to action. It tells the user the next step – book an appointment, request a quote, add to cart. A good CTA increases both the CTR and the conversion rate.

CPA indicates how much one completed conversion cost. Once you have a handle on CPA, you can decide which campaigns to continue, which to cut, and where to invest more.

CPL indicates how much one lead cost. Once you know the CPL and the quality of the lead, you can budget and scale your campaigns sensibly.

PPC (pay-per-click) refers to advertising where you pay for clicks. This is how PPC works in practice, how to calculate key metrics (CPC, CTR, CVR, CPL/CPA, ROAS/POAS), and how to build an effective account structure.

KPI (Key Performance Indicator) is a key metric that shows whether progress is being made towards the main objective. Select 1-3 KPIs per campaign/channel, track them on a weekly basis, and make decisions based on data – not feelings.

Conversion is a desired action: lead, purchase, booking, or demo. This is how you define conversion, distinguish between micro and macro conversions, calculate the conversion rate, and measure accurately.

CTR is the click-through rate: the proportion of clicks to impressions. Here you'll find the formula, a good-level interpretation, and 7 quick ways to boost your CTR in ads and organic headlines.

ROAS indicates how many euros of revenue you generate for every euro spent on advertising. When ROAS > 1, you are generating more revenue than you are spending; a good level depends on the margin.