Glossary

Terms

Advertising

Advertiser

Ad/Advertisement

Ad Group

Ad Copy

Ad Basket

Ad Space

Factor(%)

Bid

Bid(%)

Bid Adjustment

Broad Match

Budget

Campaign

Click

Clicks

Click-through Rate (CTR)

Cost Per Click (CPC)

Cost Per Thousand Impressions

Conversion

Conversion Rate

Contextual Advertising

Daily Budget

Display URL

Delivery%

Exact Match

Impressions

Keyword

Keyword Match Types

Keyword/CPC Campaign

Keyword Basket

Landing Page

Max CPC

Monthly Account Budget

Negative Match

Pay Per Click (PPC)

Phrase Match

Position

Return On Investment

Source

Source Basket

Target URL

Target Locations

Advertising: Form of communication that attempts to persuade potential customers to purchase a product/service.

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Advertiser: An individual/entity that buys ad inventory/space (Online/Offline) to promote certain products or services.

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Ad/Advertisement: A notice, such as a poster or a paid announcement in the print, broadcast, or electronic media, designed to attract public attention or patronage.

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Ad Group: comprises of one or more ads which are driven by a set of keywords. An ad group lies within a campaign.

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Ad Copy: is a term that refers to the main text of a clickable advertisement, whether it is a contextual or a pay per click Ad. The text of the ad copy is generally the second and third lines of an ad displayed on a search engine results page or any other web page, and is between the title and the display URL. Mostly used by advertisers use not only to describe the advertisement, but to also insert the keywords that the ads have been created for. The ad copy is an excellent way not only to describe where the advertisement link leads, but also to make the advertisement seem as persuasive as possible to any visitors who might be interested, as they have already searched for a particular keyword that has brought the ad up.

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Ad Basket: A cluster of ads created by you which are yet to be saved to your campaign.

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Ad Space: refers to the space on a web page that is used for placing and showing ads.

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Factor (%): Reduce the frequency of your ads appearing throughout the day to a specific percentage.
OR
Factor the percentage of times your campaigns are queried by sources ranging from 10% to 100%, 100% indicating all queries and 10% indicating 10% of the incoming queries.

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Bid: To make an offer to pay or accept a specified price

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Bid Adjustment: Allows you to increase/decrease bids for a particular Source.

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Bid %: Increase or reduce keyword bids for a particular campaign at a source level. Bid up to 500% more than the default keyword bids or as low as -99%.

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Budget: The total sum of money allocated for a Campaign/Ad Group/Source.

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Campaign: comprises of minimum one or more ad groups that share the same budget, schedule and geographic targeting criteria. Campaigns are used to give structure to the products or services you want to advertise. It’s a good idea for an Advertiser to create Campaign’s so they can differentiate their target audience into different groups for a better view and performance of the account.

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Click: A click (sometimes called a clickthrough) occurs when a user sees your ad and clicks on the title of your ad, leading them to your website.

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Clicks: The clicks accrued for the Ads in the Ad Group.

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Cost Per Click (CPC): is the amount of money an advertiser pays search engines and other Internet publishers for a single click on its advertisement that brings one visitor to its website.
CPA (Cost Per Action) / CPL (Cost Per Lead): It an advertising model in which an advertiser pays the publisher for the ad only when it leads to the completion of a desired action such as a confirmed sale, or registration etc.

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Click-through Rate (CTR): refers to the number of times visitors to a site click on an Ad.

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Cost Per Thousand Impressions (CPM): CPM is ad impressions, an industry standard measure for selling ads on Web sites.

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Conversion: A conversion occurs when a visitor completes an activity that you have identified as goal for your website, such as a purchase, signup, pageview, or lead.

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Conversion Rate: The percentage of visitors on a Web site that sign up for a service or make a purchase.

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Contextual Advertising: text links appear in an article based on the context of the content, instead of a user-submitted keyword. Payment only occurs when the link is clicked.

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Daily Budget: is the amount that you are willing to spend on a specific Ad campaign each day. Your ads will typically stop showing for that day once your daily budget is expended, so a higher budget may allow your ad to be shown more often throughout the day.

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Display URL: This is the URL displayed on your Ad to identify your site to users.

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Delivery%: This setting allows you to set the rate at which your ad shows up to the desired audience. By default – Delivery is 100%, if you set Delivery to 50% your ads will show up only for 50% of the searches. Thereby, allowing you to space out delivery throughout a day or in case your testing your Campaign.

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Impressions: are the number of occasions your Ad’s are displayed or shown.

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Keyword: is a simple word or a bunch of words, used to trigger ads. The keyword(s) should be related to the product which is advertised. The keyword is responsible for the ad(s) to appear, when searched for. Keywords can be further classified into Broad Match, Phrase Match, Exact Match and Negative
Match Types.

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Keyword Match Types:

*Broad Match:
Broad matched keywords help you to mass target a larger audience. By using broad matched keywords, our system automatically runs your Ads on relevant combination of your keywords even if those keywords don’t exist in your Ad Group. These keywords may be synonyms, singular/plural forms, other relevant variants of your keyword(s), and phrases containing your keywords
E.g.: Shoe/Shoes, Travel/Traveling.
*Phrase Match:
Phrase matched keywords have a more targeted approach compared to broad matched keywords. In this case, your Ads will trigger only if the keyword queried is in the exact way and form that you have specified in your keyword list. It can also contain other words before / after the keyword specified in your Ad Group.
E.g.: If you have entered “cheap laptops” in phrase match in your ad group, then your ad will appear for “buy cheap laptops” and “cheap laptops :deal” but not for “cheap light laptops”.
*Exact Match:
Exact matched keywords have a more targeted approach compared to phrase matched keywords. In this case, your Ads will trigger only if the keyword queried is in the exact way and form that you have specified in your keyword list. It cannot contain other words before / after the keyword in your ad group. :
E.g.: If you have entered “cheap laptops” in an exact match in your ad group, then your ad will appear for “cheap laptops” only and not for “cheap laptops deal” or “buy cheap laptops”.
*Negative Match:
Negative matched keywords allow you to minimize the wastage of your ad impressions by targeting the most appropriate prospects who you want to reach. These keywords make sure that your ads don’t show up for search queries containing that keyword. It also helps to reduce the overall cost, thereby increasing the campaign ROI. :
E.g.: An advertiser sells ‘home furniture’ and does not want to target users looking for ‘office furniture’, he can add ‘office’ as a negative keyword in the ad group, thereby targeting people looking for ‘home furniture’ only.

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Keyword/CPC Campaign: Bid for each keyword and pay only when users click on the ad. Also, you choose where your ads should appear on our system.

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Keyword Basket: A cluster of keywords shortlisted by you which are yet to be saved to your campaign.

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Landing Page: An active webpage where customers will ‘land’ when they click your ad. The web address for this page is often called a ‘destination URL’ or ‘clickthrough URL’.

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Max CPC: The Max CPC (cost-per-click) is the highest amount that you are willing to pay for a click on your Ad. Individual bids at the keyword level will override the Max CPC.

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Monthly Account Budget: allows you to control the amount you want to spend across ALL your campaigns in a given month.

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Pay Per Click (PPC): is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked.

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Position: The position of an Ad on a search results page, which is determined by your bid for that Keyword/Ad Group. This is the average position at which your Ad was displayed.

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Return On Investment (ROI): is “the bottom line” on how successful an ad or campaign was in terms of what the returns (generally sales revenue) were for the money expended (invested).

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Run-Of-Network (RON) Campaign: The RON option allows you to enhance your campaign’s coverage, maximize reach and minimize cost. Ads will run throughout the AdExchange network, you pay when a user clicks on the Ad.

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Source: Sources are publisher sites where your ads may appear and thus generate clicks.

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Source Basket: A cluster of Sources selected by you which are yet to be saved to your campaign.

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Target URL: The destination URL is the exact URL within your website that you want to send users to from you’re Ad.

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Target Locations: Allows you to select the Countries your Ads will be targeted to.

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