Online Advertising Glossary

ad blocking – The blocking of Web advertisements, typically the image in graphical Web advertisements.

ad extensions – In Google Ads, ad components that show additional information beyond the standard ad, often only when relevant to the user.

ad group – In search advertising, an account structure unit with one or more ads and a common targeting method.

ad space – The space on a Web page available for advertisements.

ad strength – In Google Ads, an estimate of an ad’s potential for success, based on the relevant, quantity, and diversity of the ad content.

advertising network – A network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

animated GIF – A graphic in the GIF89a file format that creates the effect of animation by rotating through a series of static images.

average position – In Google Ads, a deprecated metric that used to summarize the position your ad had appeared relative to other ads.

banner ad – A graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468×60).

banner blindness – The tendency of web visitors to ignore banner ads, even when the banner ads contain information visitors are actively looking for.

beyond the banner – Online advertising not involving standard GIF and JPEG banner ads.

BOFU (Bottom of Funnel) – The last stage in a buyer’s journey, when they are ready to make a decision and take action.

broad match keywords – In search advertising, a keyword matching option that lets your ad serve when someone searches for the keyword, a variation of it, or a related topic.

button ad – A graphical advertising unit, smaller than a banner ad.

call to action (CTA) – The part of a marketing message that attempts to persuade a person to perform a desired action.

click-through rate (CTR) – The average number of click-throughs per hundred ad impressions, expressed as a percentage.

contextual advertising – A method of serving advertisements based on the content (i.e., overall context or theme) of a web page.

conversion rate – The percentage of visitors who take a desired action.

cost per action (CPA) – Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

cost per click (CPC) – The cost or cost-equivalent paid per click-through.

cost per lead (CPL) – Online advertising payment model in which payment is based on the number of qualifying leads generated.

CPM – Cost per thousand impressions.

CPV (Cost Per View) – In video advertising, a bidding method where you pay for qualifying views.

data-driven attribution – A marketing attribution model that uses machine learning to determine the relative importance of advertising interactions in the user journey.

eCPC (enhanced CPC) – In search advertising, a semi-automated bid strategy that adjusts your CPC bid based on the likelihood of a conversion.

exact match keywords – In search advertising, a keyword matching option that lets your ad serve when someone searches for the keyword or a close variant of it.

Facebook Ads – An online advertising platform to show ads on Facebook and related properties.

frequency cap – Restriction on the amount of times a specific visitor is shown a particular advertisement.

geo-targeting – a method of detecting a website visitor’s location to serve location-based content or advertisements.

Google Keyword Planner – In search advertising, a tool from Google that generates keyword ideas and traffic estimates.

Google Partners – A program by Google offering resources and status for agencies and third parties that manage Google ads for other businesses.

Google Signals – A feature from Google that uses signed-in data to enable cross-device reporting and remarketing capabilities.

house ad – self-promotional ad a company runs on their own site/network to use unsold inventory.

HTML banner – a banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.

impression – a single instance of an online advertisement being displayed.

impression share – The percentage of impressions your ads received compared to the number of impression your ads were eligible for.

interstitial – an advertisement that loads between two content pages.

last click attribution – A marketing attribution model that assigns all of the conversion credit in a user journey to the last marketing touchpoint.

LinkedIn Ads – An online advertising platform to show ads on LinkedIn.

manual bidding – An advertising bid strategy where you explicitly set a maximum cost-per-click.

media kit – A resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

MOFU (Middle of Funnel) – The middle stage in a buyer’s journey, characterized by an increase in interest and consideration.

negative keywords – Keywords that prevent ads from appearing for search queries that contain them.

pay per click (PPC) – Online advertising payment model in which payment is based solely on qualifying click-throughs.

Performance Max (PMax) – In Google Ads, a performance-based campaign type designed to find customers across all of Google’s channels.

phrase match keyword – In search advertising, a keyword matching option that lets your ad serve when someone searches for the keyword or one that Google considers to have a similar meaning.

rate card – Document detailing prices for various ad placement options.

rectangle ad – Any one of the large, rectangular banner sizes suggested by the IAB.

remarketing – Google’s term for retargeting, an advertising targeting method where ads are targeted to users who have previously visited your site, or taken some action on your site.

rep firm – Ad sales partner specializing primarily in single-site sales.

responsive display ads (RDAs) – An ad format for Google Ads, where marketers enter text and visual elements, and Google combines the elements in various ways to fit available ad space and optimize performance.

responsive search ads (RSAs) – A text ad format for Google Ads, where marketers enter up to 15 headlines and 4 description lines, and Google tests different combinations to see which perform better.

retargeting – An advertising targeting method where ads are targeted to users who have previously visited your site, or taken some action on your site.

ROAS (Return On Ad Spend) – An advertising metric that measure the relationship of revenue to ad spend, expressed as a percentage of ad spend.

ROI (return on investment) – The ratio of profits (or losses) to the amount invested.

run of network (RON) – Ad buying option in which ad placements may appear on any pages on sites within an ad network.

run of site (ROS) – Ad buying option in which ad placements may appear on any pages of the target site.

search retargeting – The use of a site visitor’s search history as a basis for the ads that the visitor will see.

self-serve advertising – Advertising that can be purchased without the assistance of a sales representative.

skyscraper ad – An online ad significantly taller than the 120×240 vertical banner.

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