This document defines various advertising and marketing acronyms and terms. It discusses payment models like cost-per-click (CPC), cost-per-thousand impressions (CPM), and cost-per-lead (CPL). It also outlines different ad formats, components of a media plan like run-of-site and run-of-network placements. Finally, it briefly covers Google advertising programs like AdWords and AdSense, as well as platforms like Facebook ads and key performance indicators (KPIs) for measuring campaign success.
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On the basis of costing
Cost-Per-Click is a payment option where the advertiser
pays on the basis of clicks received.
Cost-Per-Click is a payment option where the advertiser
pays on the basis of clicks received.CPCCPC
Cost per mille is a payment option where the advertiser
pays for 1000 impressions/views
Cost per mille is a payment option where the advertiser
pays for 1000 impressions/viewsCPMCPM
Cost per lead is a payment option where the advertiser
pays on the basis of leads/sign-ups received
Cost per lead is a payment option where the advertiser
pays on the basis of leads/sign-ups receivedCPLCPL
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Ad formats
A text ad is a description or promotion of your product
or service. Which obviously is in text
A text ad is a description or promotion of your product
or service. Which obviously is in textText AdsText Ads
Banner Ads are image based ads placed in a webpageBanner Ads are image based ads placed in a webpageBanner AdsBanner Ads
Rich media ads are ads offering more interaction –
motion, sounds or video
Rich media ads are ads offering more interaction –
motion, sounds or video
Rich media
Ads
Rich media
Ads
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Media Plan
Run of site is when an ad is placed on several places on
a website
Run of site is when an ad is placed on several places on
a websiteROSROS
Run of network is when an ad is placed on several
websites in the network
Run of network is when an ad is placed on several
websites in the networkRONRON
Either number of impressions or clicks plannedEither number of impressions or clicks planned
VolumeVolume
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What after the clicks
A web page designed to convert visitors to leads. A
visitor lands here after clicking an ad
A web page designed to convert visitors to leads. A
visitor lands here after clicking an ad
Landing
Page
Landing
Page
Percentage showing how often people who see your ad
end up clicking it. CTR can be used to gauge how well
your keywords and ads are performing.
Percentage showing how often people who see your ad
end up clicking it. CTR can be used to gauge how well
your keywords and ads are performing.
Click-
Through
Rate
Click-
Through
Rate
Report to check how many clicks or hits an ad receives.Report to check how many clicks or hits an ad receives.Ad
Tracking
Ad
Tracking
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Google Programs
Google’s pay-per-click program, present in relevant
Google searches
Google’s pay-per-click program, present in relevant
Google searchesAdwordsAdwords
Google’s pay-per-click program, delivering ads to
individuals' websites
Google’s pay-per-click program, delivering ads to
individuals' websitesAdsenseAdsense
A group of search-related websites where your ads can
appear. These include Google search sites and search
sites that partner with Google to show ads
A group of search-related websites where your ads can
appear. These include Google search sites and search
sites that partner with Google to show ads
Search
Network
Search
Network
A group of more than a million websites, videos, and
apps where your ads can appear.
A group of more than a million websites, videos, and
apps where your ads can appear.
Display
Network
Display
Network
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Facebook Ads
The number of times
your ad is viewed.
For example, if 100
people saw your ad 2
times, it would be
reported as 200
impressions.
The number of times
your ad is viewed.
For example, if 100
people saw your ad 2
times, it would be
reported as 200
impressions.
ImpressionsImpressions
Number of unique
people who see your
ad.
For example, if 100
different people saw
your ad, your reach
would be 100.
Number of unique
people who see your
ad.
For example, if 100
different people saw
your ad, your reach
would be 100.
ReachReach
Average number of
times each person saw
your ad.
Average number of
times each person saw
your ad.
FrequencyFrequencyx
This allows to refine target on the basis of Pages Liked and items
pulled from interests, activities, education, job titles and groups to
which they belong
This allows to refine target on the basis of Pages Liked and items
pulled from interests, activities, education, job titles and groups to
which they belong
Likes/Interest
Targeting
Likes/Interest
Targeting
=
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Others
Modifying web sites so that they rank as highly as
possible in search results
Modifying web sites so that they rank as highly as
possible in search resultsSEOSEO
Address for a page or a website. Eg:-
http://www.mealswithkraft.com
Address for a page or a website. Eg:-
http://www.mealswithkraft.comURLURL
Key Performance Indicators to measure a campaignKey Performance Indicators to measure a campaign
KPIKPI
CPC
Cost-Per-Click is a payment option where the advertiser pays on the basis of clicks received.
For example, a website that has a CPC rate of $0.10 and provides 1,000 clicks would bill $100 ($0.10 x 1000)
Google Adwords and Facebook Ads both use CPC
CPC is majorly auction based and advertisers are more willing to pay more for a click than others
Most effective KPI (Key Performance Indicator) for measuring the success of a campaign
CPM
Cost per mille is a payment option where the advertiser pays for 1000 impressions/views
For example, a website that has a CPM rate of $10 and provides 1,000,000 impressions would bill $1000 ($10 x 1000)
CPM is always impressions/1000
CPM makes the most sense for a campaign focused on heightening brand awareness or delivering a specific message.
CPL
Cost per lead is a payment option where the advertiser pays on the basis of leads/sign-ups received
Only charged for the leads, irrespective of impressions and clicks received
CPL advertising is more appropriate for advertisers looking to deploy acquisition campaigns by re-marketing to consumers through e-newsletters, community sites, reward programs and loyalty programs
There are extensive possibilities for two level interactions like
Ads that expand when user clicks or rollover
Viewing HD videos
Ability to click and make a phone call
Expanding, floating, peeling down ,etc
Change colors of the cars in the banner
Yellow launch
Yellow launch
Yellow launch
Google then pays web publishers for the ads displayed on their site based on user clicks on ads or on ad impressions, depending on the type of ad.
Display - Sites in this network have partnered with Google to show relevant AdWords ads.