What is an offer

What is an offer

What is an offer

“Offer” is a term taken from the English language and means “offer”. It is based on the idea of presenting a product, service, or any other product with a detailed description and a call to action, such as a purchase. An offer specifies all the advantages and benefits of the purchase, information about delivery methods, payment methods, available discounts, and promotions, as well as describing the steps to be taken to purchase the product.

Offers in marketing

In marketing, offers, or offers, are usually created with the needs and wants of the target audience in mind. They can be found on websites, on social media, or in advertisements. Offers are formulated to interest potential customers and motivate them to buy. Marketers use various methods to achieve this goal:

  • They address the offer to a specific audience rather than the general public. For example, they might say, “This bed is perfect for those who appreciate a comfortable sleep.”
  • They explain the benefits the customer will receive and set a time frame. For example: “In two months, you will already be proficient in English.”
  • Answer possible questions or doubts in advance. For example, they might mention, “We only sell original products at attractive prices.

Offers in advertising

These elements should immediately attract the buyer’s eye. As you can see from the example below, the 50% discount offer stands out perfectly against a bright background. In addition, the limitation of the term of validity of the promotion – only until July 1 – attracts attention. It is also important to specify that the discount applies to certain models of air conditioners. This is necessary to prevent misunderstandings, guaranteeing the client that he will get exactly what he was promised.


Here is another great offer for you. All its benefits are described in detail:

  • windows from the well-known manufacturer Rehau, by default already a guarantee of quality;
  • result – give warmth and coziness in the house;
  • fast feedback – a call within 10 seconds;
  • customer benefits: discounts, free measurement, installment 0%;
  • unusual night discount of 5% for those who do not sleep.


Offers in email marketing

The text should be attractive and interesting. If it does not interest the reader, the client may not even open the email, but delete it. For example, an accommodation rental service sent out messages with the headline “Where to go? We’ll give you a hint!”, which sounds too casual. The phrase “Where to go with kids on the weekend” will attract the attention of parents. And the phrase “I want to go where it’s beautiful” is sure to appeal to those who appreciate scenic spots and photography.

Job offer

A job offer (or job offer) is an invitation from an employer for employment. It specifies the main aspects of a future employment contract: position, work schedule, probationary period, salary, and so on. Such an offer has no legal force and does not guarantee obligations for either the employer or the candidate. This means that even after the offer is signed by both parties, the employer can cancel it and the candidate can refuse it.

Usually, a job offer is sent via email after a short interview to finalize all the details. The format of the offer may vary depending on the company’s policy. In some cases, the interview is conducted verbally and all the terms and conditions are negotiated at the interview, after which a contract is immediately signed. In other companies, the offer is formalized as a special document or even a video.

Offers on the web

Social networks are places with a huge number of users where targeted advertising is actively used. Such advertising is aimed at a specific group of people.

When it comes to advertising on social networks, for example, on Facebook or Instagram you can choose the interests of the target audience to hit exactly the right people according to certain criteria.

For example, if a pendant on a chain is advertised, you can select the following groups of people: women who are into jewelry; men who have a wedding anniversary or wife’s birthday coming up; and friends of women who have a birthday coming up. This targeted approach increases the chances that the ads will appeal to the very people they are targeting.

There’s another aspect of “networking offsets.” To popularize the page on social networks often use the scrambling of views, likes, and comments. If the page has a lot of activity, new visitors can also show interest. For this purpose, special programs are used – bots, which are needed to create the appearance of activity on new pages.

As for offerers on Instagram or YouTube, these are real people who put likes, and dislikes, make reposts, and leave comments. You can order a certain type of comments, such as positive, neutral, or negative. If a negative comment gathers a lot of likes under a video on YouTube, it rises in the list of popular comments.

What are Offers in Arbitrage

In the field of traffic arbitrage, offsets are offers from advertisers that arbitrageurs (traffic specialists) choose to promote. These can be a wide variety of goods and services, such as household items, health and beauty products, games, gadgets, dating apps, weight loss products, online casinos, and so on. For each targeted action taken by potential customers (leads), such as buying, registering, or installing an app, the advertiser pays the arbitrageur a fee.

Arbitrageurs can cooperate directly with advertisers if they trust them, but more often they work through affiliate networks that act as intermediaries. There are many affiliate networks for different directions on the market, and each of them strives to offer the most favorable conditions on the offers.

Types of Offers

Proposals can be classified into several categories based on their legality and ethicality:

  • White Offer: These are honest offers of goods or services, without deceiving customers. If a smartphone is being sold, the customer will get a smartphone, not a box of bricks. Such offers include clothing, accessories, toys, home and garden products, designer services, photographers, etc.
  • Gray Offer: Here, facts or promises may be slightly exaggerated, and slight deception is possible. For example, weight loss pills or male enhancement pills probably won’t work as promised. Or the purchase of an app may incur additional charges on the card, which are mentioned in small print or not mentioned at all. Gray offers include medications for various diseases, weight loss products, rejuvenation, online casino games, apps with hidden fees, etc.
  • Black Offer: These are offers that aim to deceive. They may contain malware to steal money or card data. For example, a virus embedded in an app that withdraws money from your card or bitcoins from your Binance wallet upon installation.

Verticals of Offers

Depending on the specifics, proposals can fall into different categories:

  • Commodity: This category includes a variety of products, both from well-known brands and their lesser-quality knockoffs.
  • Gambling: This includes online casino offerings, card games, and cash games.
  • Betting: This includes betting on sports and cybersports events.
  • Finance: This category combines banking offers, microloans, brokerage, and other financial services.
  • Dating: Offers related to dating sites and apps, including serious relationships, casual hookups, and more explicit formats.
  • Adult: Offers for adults 18+, including potency or penis enlargement products and adult games.
  • Sweepstakes: Here we are talking about giveaways where the winner receives prizes, certificates, or gadgets. In return, participants provide their contact details for further promotional mailings.
  • Nutra: Offers on health and beauty products.

Offer Parameters

When selecting an offer to advertise, it is important not only to evaluate its competitiveness but also to consider additional characteristics to better understand its potential benefits:

  • GEO – a country, on the residents of which you can advertise an offer. All GEOs are conditionally divided into 3 categories – tier 1, tier 2, and tier 3, depending on the quality of life and income level of the inhabitants. Where tier1 – the richest country.
  • Bid – the amount that will get the webmaster for the target action made by the lead.
  • Hold – waiting time, for which PP checks the quality of traffic and only then pays the rate.
  • Cap – limitation in the amount of accepted traffic. It is set by the advertiser on some verticals to have time to check its quality. Anything higher than that is not paid. For example, if an offer has a cap of 100 conversions, everything above this figure will not be paid.
  • Uproot – the percentage of confirmed target actions. For example, the target action for an offerer is order confirmation. When a user left a request on the site, he became a lead. When he received a call from the call center and confirmed that he was placing an order, he became approved. The webmaster is paid a rate for an upvoted lead. That is, the higher the uproot percentage for an offer, the better. If the uproot is 80%, it means that out of 100% who left an order on the site, 80% confirmed the order.
  • Lending – the site that will open when you click on the advertisement. Sometimes you can choose from several different lendings.

Payment models

  • CPA – (Cost per Action) webmaster receives payment for a targeted action: registration, purchase, application download.
  • CPS – (Cost per Sale) payment is made when a lead attracted to the site has made a purchase there.
  • CPI – (Cost per Install) webmaster receives payment for each installation of the application.
  • CPC (cost per click) or PPC (price per click) – the webmaster gets paid for clicks made by users: clicking on an ad or clicking on a link.
  • CPL – (Cost per Lead) webmaster gets paid for the contact information provided by the lead: mail, phone number, name.
  • SOI – (single opt-in) and DOI (double opt-in) varieties of CPL-model, in the first one the rate is paid for each user who made one action: filled out a form, and registered. The second one requires 2 actions at once: filling in the form and confirmation by mail.
  • Revshare – (Revenue Share) webmaster receives not a fixed rate, but a percentage of the income that brings the brought lead. This is usually 40-60%. The model is used in the gambling and betting verticals. The percentage is calculated on the amount the user has lost over time.

CPA offers

CPA offers are those based on the CPA model. Here the advertiser does not pay for clicks or views, but sets a specific action for the offer and pays for its fulfillment. This can be registering, filling out a form, installing an app, making a purchase, and so on. When the user performs the action specified by the advertiser, the webmaster receives his reward.

For example, a webmaster promotes a dating site where the advertiser has set a goal of filling out a form. The webmaster places a banner ad in TikTok. The user browses the feed, finds this banner interesting, and clicks on it, going to the site and filling out a questionnaire. The targeted action is accomplished. The webmaster is paid a reward.


1. Which categories of offers are considered the most profitable?

Offers related to black and gray schemes are often the most profitable, although they carry increased risks and can be legally controversial.

2. What is the difference between an offerer and a Unique Selling Proposition (USP)?

A unique selling proposition (USP) is the key element of an offer, the purpose of which is to instantly attract and retain the attention of a potential customer by highlighting the main advantage of a product or service.

3. What is meant by an Employer Offer?

An offer from an employer, or job offer, is a job offer that includes terms of employment, job duties, salary and other employment details.

4. What do offers mean in social media?

In the context of social media, offers are usually related to attracting active followers who promote natural activity and engagement in groups or channels.

5. What makes an offerer on a landing page special?

An offer on a landing page is designed to maximally guide the user to make a purchase using a combination of great offers, promotions and powerful calls to action, emphasizing the value of the product or service.

Alex Lead Panda

Alex is our traffic arbitrage editor, and his work is pure magic. He combines a deep understanding of online advertising with excellent editorial skills. Alex knows how to optimize content and make it easy to understand. His talent is not only in working with text, but also in understanding the needs of the target audience. And he does it all with ease and attention to detail, creating high quality content for all our readers.
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