The working vocabulary of marketing services.

A

Asset GroupGoogle Ads

A container inside a Performance Max campaign that groups creative assets (headlines, descriptions, images, videos) with an audience signal set. Asset groups can be organized by product category, customer segment, or another testable theme.

Attribution WindowData

The time window within which a conversion is credited to a prior ad interaction. The active setting should be documented in the account.

B

Brand SearchPaid advertising

Queries that include the brand name or a close variant. Report brand and non-brand performance separately so existing demand is not mistaken for new-customer acquisition.

C

Cart AbandonmentEcommerce

A visitor who adds a product to cart but does not complete checkout. Compare the store's abandonment rate with a named industry source and its own prior periods.

Click-Through RatePaid advertising

Ratio of clicks to impressions. A marketing signal, not a success metric. Compare it with qualified conversion and revenue before drawing a conclusion.

Conversion Rate OptimizationConversion

The structural discipline of resolving the specific architectural problems causing visitors not to convert. Distinct from A/B testing, which is a tactical tool used inside CRO.

Marketing Second OpinionService

Stan Consulting's entry engagement. A written review of paid advertising and conversion architecture, delivered on the stated engagement terms. No retainer required.

Conversion TrackingData

The mechanism by which ad platforms learn which clicks lead to business outcomes. Incorrect conversion tracking corrupts bid signal and can produce wasted spend at scale.

Cost per AcquisitionPaid advertising

The advertising spend required to produce one customer. Distinct from cost per lead; CPA is post-conversion.

D

Marketing ServicesMethodology

A structured assessment that identifies causes of underperformance before a fix is chosen.

Dynamic RemarketingPaid advertising

Ads that serve specific product images to visitors who previously viewed those products. Judge performance against the campaign's actual audience and purchase data.

F

FeedEcommerce

The product catalog file Shopify, Woo, or custom stores pass to Google Shopping and Performance Max. Feed errors can limit eligible inventory; measure the affected share in Merchant Center.

Fit CallService

A scoping conversation for broader engagements. It determines whether the engagement format fits the commercial situation.

G

Google ShoppingPaid advertising

Product-listing ads served in Google Search and across the Shopping tab. They rely on product data supplied through Merchant Center.

I

Impression SharePaid advertising

The percentage of available auction opportunities an account is winning. Interpret it with query intent, budget, rank, and commercial results.

L

Landing PageConversion

The page a visitor arrives on after clicking an ad. Measure its qualified conversion rate against the traffic intent and campaign promise.

M

Marketing ServicesService

Marketing and consulting work scoped to the buyer's actual need. Pricing is confirmed after intake.

Match TypeGoogle Ads

The setting that controls how closely a user query must match a keyword to trigger an ad. Review actual search terms because matching behavior changes over time.

Meta PixelMeta Ads

The tracking script that records visitor actions on a website for use by Facebook and Instagram ad platforms. The Pixel must fire on the correct events to produce an accurate optimization signal.

P

Performance MaxGoogle Ads

A campaign type that serves ads across Google inventory using a single budget and optimization target. Evaluate it with brand contribution, feed, audience, conversion, and new-customer data visible.

Principal ConsultantRole

The senior operator responsible for strategic judgment on a client engagement. At Stan Consulting, the principal is Stan Tscherenkow.

R

ROASPaid advertising

Return on ad spend: revenue attributed to ads divided by ad spend. It is not commercially meaningful without margin, attribution, and incrementality context.

30-Day Marketing ProjectService

Stan Consulting's fixed-scope engagement for one named revenue step. Current terms are confirmed on the service page.

S

Search CampaignGoogle Ads

A Google Ads campaign serving text ads in response to user search queries.

Search Terms ReportGoogle Ads

The report listing user queries that triggered ads. It reveals matching behavior and identifies negative-keyword candidates.

T

Target CPAGoogle Ads

A bid strategy that optimizes for a specified cost per acquisition. It requires enough representative conversion data to train.

Target ROASGoogle Ads

A bid strategy that optimizes for a specified return on ad spend. It requires enough representative conversion-value data to train.

Three-Layer ArchitectureFramework

A Stan Consulting account-review model for Search, Shopping, and Performance Max with brand, feed, audience, and conversion signals visible.

U

UTM ParametersData

URL parameters that identify traffic source, medium, and campaign in analytics platforms.

W

Wasted SpendPaid advertising

Advertising budget consumed by queries, placements, or audiences that do not produce commercially meaningful conversion. Calculate it from the account's own search-term, placement, audience, and revenue data.