|
Term |
Description |
|---|---|
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Account (Advertising) |
Advertising Accounts consist of a folder to create and manage Campaigns, and associated billing (finance) account |
|
Account (Finance) |
A financial account that is used to aggregate all financial transactions relating to a particular user or entity. There are two types of finance Account - an Advertiser finance account is called a billing account and a publisher's financial account is known as an earning account. |
|
Account (User) |
A user account permits a system user to sign on to use the system |
|
Auction Model |
The process by which ads are selected for display on an AdSpace. Some of the factors that influence the selection (depending on the model) include: * Bid amount * Click-through rate * Potential yield of competing ads * Geolocation |
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Ad Depth |
The amount of Ads returned or shown on a Space |
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Adjustment |
A transaction to a finance account. Usually a credit to an account. (eg. to compensate for budget overage) |
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Ad Position |
The position within an AdSpace of an Advertisement |
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Ad Ranking |
The way in which Advertisements are ranked against one another. Specified on a per-Product basis. |
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Ad Scheduling |
A generic term to describe the use of day parting/day parts and/or time of day(s) to schedule Advertisement presentation |
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AdSpace |
An AdSpace is a space on an online property that is available for advertising content. An AdSpace must be associated with a product before it is available to receive advertisements. |
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Ad Status |
The status of an advertisement as presented in the UI |
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Ad Unit |
The size of the smallest advertisement that can be associated with a product. The dimensions of an AdSpace may be expressed in multiple AdUnits. |
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Advertising Costs |
Any costs associated with advertising. Each product and instance will differ slightly, but these costs my include; setup fees when purchasing a product for the first time. ongoing costs for running ongoing campaigns, click charges for CPC campaigns. |
|
Avg. CPC |
The average Cost Per Click usually established by dividing the number of clicks by the cost to present the clicked advertisements. |
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Avg. Pos (Average Position) |
The average position as advertisement was presented. When an AdSpace has multiple Advertisements it can be configured to be shown horizontally, or vertically. When vertical, the top most advertisement is position 1, when horizontal, the left most Advertisement is considered to be position 1. (horizontally configured AdSpaces maybe invert this such that the right-most Advertisement may be position one. For example, locales/languages such as Arabic present Right-to-left ) |
|
Bid |
The Cost a user is prepared to pay when entering a CPC auction. Users commonly bid against keywords - eg. a 'keyword bid of $1", however a bid can be set against many varied matching attributes such as categories, geographies, times of day etc. |
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Bounce rate |
The rate a user exits a session or web page without interacting with anything else. |
|
Burn Rate |
The rate at which impressions are delivered for an advertisement of a CPM Campaign. |
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Budget Overage |
When a budget temporarily stops an Account/ Campaign/Ad from showing, there may be a slight delay in removing the Ad from being served resulting in a small fee over and above the set budget. |
|
Budget Delivery Smoothing |
(see smoothing)The feature used to ensure an even usage of allotted funds in a Budget for a campaign. This stops the Budged being spent too soon. |
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Campaign |
A campaign is used to define the period and specification of when an advertisement is available for display. |
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Campaign status |
There are different statuses for different types of campaign. Shared statuses are: invalid (invalidly configured campaign which cannot be published/purchased) |
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Creative |
The displayed message of an advertisement, in the form of text, image or multimedia (Flash). Synonymous with Google / Yahoo use of the term 'advertisement' |
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Click |
A click occurs when a user clicks on an Advertisement |
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CPC (cost-per-click) |
The cost of a user clicking on an Advertisement |
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CPM |
A somewhat antiquated acronym for Cost-Per-thousand impressions (from "Cost per Mille" where 'Mille' is one thousand in Latin) |
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CPM Campaign Smoothing |
This is an optional function that can be turned on when creating a Campaign. It (if needed) places a restriction on the amount of Ads being shown as the Campaign goes on, to ensure there are still enough Ads to show near the end. |
|
CTR |
Click Through Rate. The rate at which Users click on an Advertisement. Calculated as effective clicks / total impressions. |
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Destination URL |
The Destination of an Advertisement when clicked |
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Dimensions |
Standard IAB definitions are used for advertisement dimensions. The space available for presenting creative content to the user is known as an Interactive Marketing Unit (IMU). cX ad has a default set of dimensions that reflects the IMUs defined by the IAB. |
|
Display URL |
The URL presented to Users within Text Advertisements, generally simplified to allow the user to get a sense of the location they would be taken if they click on the Advertisement |
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End date |
The final date - will be 'inclusive' of the date specified ie. and end date of 21/01/2010 will include all hours and minutes of the 21st of January 2010 up until 11:59:999. |
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Feed |
A "feed of advertisements" being delivered to an AdSpace. Each Feed contains one or more products which in turn encapsulates many campaigns Feeds simplify the process of Product-AdSpace mapping by providing a level of indirection between the two. |
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Fees and Charges |
Fees and charges may apply; 1) When a product is purchased (setup fees, CPM or tenancy costs) 2) As CPC advertisements receive clicks (these are generally aggregated and processed on a daily basis) 3) On an ongoing, periodic basis as stated in the product description costs. |
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First Page Bid Estimates |
Terminology defined by Google to define the bid to be presented on the 'first page' of search results - specified in Google's CSV downloads which are uploaded into cX::ad |
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Google AdWords |
Google's Advertisement Platform. |
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Image Creative |
An Advertisement's Creative in image format such as GIF, JPG or PNG |
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Impression |
A presentation of an Advertisement to a User |
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Impressions Per Day |
The amount of Impressions presented in a 24hr period |
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Invalid Clicks |
User clicks may be invalidated due to misclicks or fraudulent clicks on an advertisement |
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Keyword |
A word or phrase |
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Keyword Advertising |
When Advertisers buy keywords as a way to target their audience |
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Keyword Categories |
Groups of Keywords that can be bought and/or bid against in order to target a specific audience |
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Keyword Match Types |
Broad, Exact, Phrase and Negative are all keyword match types they are explained in detail in the Match Types page. |
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Keyword status |
Keywords may be set to Active/ Inactive status |
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Landing Page |
The pages specified in a destination URL |
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Location targeting |
Targeting an Audience using geography or a set of locations. |
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Maximum Balance |
The maximum balance allowable by the system of a finance Account |
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Change History |
The historical log of the changes made to an object |
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Negative keyword |
Advertisements will not be shown when matched with a negative keyword |
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Permissions |
Permissions determine if a user can do an action. Permissions are grouped into Roles which enable simple allocation of permissions to Users |
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Products |
Advertising Products are one of the following types: * Performance-based (cost per click) * Impression-based (cost per thousand impressions, or CPM) * Tenancy (a set price per unit of time) A product can be purchased by an advertiser, and assigned to an AdSpace by a Publisher. The product may have certain characteristics that are fixed, such as fees, creative types, ranking models and end dates. Products usually have features that may be configured by the advertisers, such as creative content, targeting data (for example, demographics, keywords) and devices. |
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Quality Score |
The score given to an Advertisement based on specific criteria |
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Query match type |
The type of matching used to match a query to targeting criteria (one of Broad, Exact, Phrase or Negative) |
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Relevance |
How pertinent, connected, or applicable something is to something else. |
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Return on Investment (ROI) |
The return on an initial investment(spend) |
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Roles |
Roles establish the capability of a User via the available permissions within that role. |
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Slots |
The number of Ads in the rotation of a tenancy product ad feed. More than one slot ensures a single tenancy campaign does not 'oversaturate' a website. |
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Smoothing |
The function(or tool) used to ensure that a campaign does not 'burnt out' to soon (see Burn Rate). Turn it on, and it will (if necessary) restrict the flow of Ads or cash being consumed so that it lasts for the duration of the Campaign. Turn it off and it will allow a much faster rate off flow until resources are depleted, even if the campaign has longer to go. |
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Text Ad (creative) |
An text advertisement presented to a user, generally includes a destination URL not shown to the viewer. |
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Time Zone |
"A time zone is a region on Earth, more or less bounded by lines of longitude, that has a uniform, legally mandated standard time, usually referred to as the local time." source: wikipedia |
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URL |
"In computing, a Uniform Resource Locator (URL) is a Uniform Resource Identifier (URI) that specifies where an identified resource is available and the mechanism for retrieving it." source: wikipedia |