GLOSSARY
BASIC METRICS
Impressions An impression is a single display of online content to a user ’ s web-enabled device .
Click The number of times a user clicks on an advertisement .
Click Through Rate ( CTR ) A ratio of ad clicks to ad impressions . To calculate , divide total clicks by total impressions .
Cookie A cookie is a string of text dropped on a web browser that collects user information .
Cookie Load The number of times a cookie has been placed on a computer .
Conversion A conversion occurs when the user performs the specific action that the advertiser has defined as the campaign goal .
Cost Per Thousand ( CPM ) Reflects rate per thousand impressions i . e . $ 15 / CPM
Google Search Buying specific words used in google searches to place your business in a prime position on search results page .
View Through Conversion This occurs when a user sees your ad , the later returns to your site through another channel and performs the specific action that the advertiser has defined as the campaign goal .
DISPLAY TARGETING TERMS
Managed Network Outreach These networks are hand selected , curated site lists that are loaded into advertising exchanges , in turn telling the platform to run ads strictly on the sites provided . This ensures that we reach a very specific demographic based on the websites that they are visiting and gives us the ability to serve that audience ads . This method guarantees quality ad placement on lists of premium sites .
Keyword Targeting Also called contextual targeting , keyword targeting is an online advertising technique of serving ads on webpages with relevant keywords and / or phrases to the product or service we are advertising .
Behavioral Targeting An online advertising technique used to select
which ads serve a person based on their browsing habits and behaviors .
Specialty Outreach An umbrella term used to encompass keyword
targeting and behavioral targeting . It is separated from managed network outreach because there is no “ backlist ” of sites – impressions can be delivered on any site that has open advertising .
Site Retargeting Also called remarketing , retargeting is a technique to keep your brand and message in front of an audience who have visited and left your website . The idea is to be frequent with the messaging to those who have already shown interest in your product or service .
RHODE ISLAND MEDIA digital