Digital Glossary

Search Absolute Top Impression Rate is the percent of your impressions that are shown as the very first ad above the organic search results.

Use this metric to see whether changes in performance are due to changes in your ads' location.

For example, if out of 100 impressions, an ad has 10 impressions in which it appears as the first ad above the organic search results, the absolute top of page rate will be 10%.

Grouping of all your specific ads activity. Your ad account includes different campaigns, ads and billing information.

A type of audience specifically on Pinterest that is similar in behavior to an existing audience. This is commonly referred to as a “Lookalike” audience on other social channels.

marketing activity that moves customers to the next stage; in performance marketing, growth marketing, demand generation and sales, this typically means a short-term sales cycle

The method used to decide the cost and placement of digital advertising on certain ad networks. A new ad auction occurs each time an ad is placed on an ad network.

This column shows the number of ad changes, such as adding or deleting an ad, that have been made during your selected date range.

How it works: Click the number to see each change displayed in your change history.

Good to know: Changes made yesterday are displayed after 10am (PST) today.

The market for digital advertising space, run via computerized auctions that bring together both parties (advertisers and publishers) of the transaction.

Additional information that can be included in paid search ads. Often used to provide more detail and improve a user’s interaction with an advertisement. It's a Google Ads feature that shows additional information in your top placed ads such as,

location and phone number
site links to pages deeper in your website
call outs
structured snippets
reviews,
address,
pricing,
callouts,
app downloads,
sitelinks,
and click-to-call.

It's Ad extensions help advertisers create richer, more informative ads that take up more on-page real estate, which generally lead to higher Click Through Rates.

Determines which ad formats can be in an ad group.

What it is: An ad group is a collection of ads that all have the same format/theme, for example, text (standard) or Shopping ads.

Keep in mind: To run both in-stream and video discovery ads in Google Ads video campaigns, you’ll need to create 2 different ad groups.

A grouping of websites or digital properties (like apps) where ads can appear. and it can also be a group of websites that have ad inventory for advertisers to purchase.

For example, Google has 2 ad networks: the search network (text ads that appear in search results) and the display network (image ads that appear on millions of websites that have partnered with Google) and Facebook Audience Network.

A place for advertisers to create advertising campaigns and select where to show their ads from the available inventory. Google & Facebook are two of the largest ad platforms

Google’s method for determining each ad’s position on a search engine results page. The advertiser with the highest ad rank will be placed in the top position followed by the ad with the second highest ad rank and so forth. Ad Rank is calculated based on the bid received, Quality Score and ad assets (formerly extensions), for each ad eligible to appear.

The rank of an ad in a given auction compared to other ads in that auction used to determine the ad’s position. Ad rank may be different in each auction

"Ad relevance" measures how closely your keyword matches the message in your ads. A below average score may mean that your ads are too general or specific to answer the user’s query, or that this keyword isn’t relevant to your business.

Ad relevance is one component of your keyword’s overall Quality Score.

Since Google will only show one ad at a time from an advertiser, ad rotation determines which ad to display if there is more than one ad contained in an ad group.

the act of scheduling particular advertisements in order and tailoring your next advertisement according to the user’s actions on the first advertisement, to increase conversions.

Ad servers are automated servers that help you request, bid on, and place your ads on websites, as well as monitor the progress of each campaign. For advertisers handling billions of data per day, ad servers make it easy to select the ads with the most potential and place them on appropriate websites.

Ads Manager is Facebook’s tool for creating, running and analyzing social ads. It can manage your ad campaigns on Facebook, Instagram, or Audience Network. It offers a wide variety of features for ad targeting, budgeting, and optimization as well.

Advertising Policies provide information about what kinds of ad content and practices are allowed or not allowed on the site.

This is a type of performance-based marketing where a brand rewards affiliate partners for each website visitor or customer brought by the affiliate’s own advertising efforts. Affiliates typically receive discounts or payments based on the number of visitors or customers they bring.

“All changes” shows the number of changes made to your campaigns or ad groups during your selected date range.

Changes are shown after 10 a.m. PST the day following the change. Changes before May 19, 2014 aren’t shown.

The estimated total amount of money you've spent on your campaign, ad set or ad during its schedule.

Allows you to include a link to your app on Google Play and the Apple App Store. The headline of the ad will continue to link through to your website.

This type of campaign encourages people to install your app.

A campaign that focuses on getting returning users to open or update your app.

Models of how conversion credit is applied to ads or campaigns based on the ways users interact with ads.

It's a method of assigning full or partial value of an action to various touchpoints along the customer journey. There are several different types of attribution models that marketers use such as first-touch, last-touch, time-decay, , position based and multi-touch attribution models.