Digital Advertising Terms You Should Know, Part II

Last week we gave you a list of common digital advertising terms and jargon to help you get familiar with just what the heck it is we’re talking about when we say “A/B Testing,” “Bounce Rate,” or “Conversion Tracking.”

Here are a few more digital advertising terms to chew on.

Cost-Per-Lead (CPL): Average cost an advertiser pays for each ad click that results in a lead conversion. Calculate by dividing the total amount spent on a campaign by the number of leads generated.


Cost-Per-Thousand (CPM): Cost associated with serving 1,000 ad impressions. It’s a standard measure for buying display ads.


Cross-Device Targeting: Serving the same buyer targeted ads across multiple devices. Allows advertisers to reach their audiences in a sequential, repetitive manner regardless of the device they’re using, such as a tablet, desktop, or smartphone.


Demand-Side Platform (DSP): A single interface that lets advertisers bid for and purchase inventory from multiple ad exchanges.


Direct Response: A campaign or ad specifically created to encourage audiences to take immediate action.


Display Advertising: A digital advertising format where graphic ads are shown on a web page. Can include graphics, videos, interactive images, and expandable content.


Domain Authority: This is a scale from 1-100 that search engines use to determine how authoritative a company’s website is: 1 being the lowest rank and 100 being the highest. The higher your domain authority the more Search Engines trust your website.


Email Advertising: Clickable banner ads and links that appear within emails and e-newsletters.


Expandable Banner: Banners that increase in size when a user hovers over them.


Frequency: The number of times a particular device’s browser serves an ad to the same consumer during a specific time period.


Frequency Capping: Setting a limit on the amount of times a consumer is shown an ad within a specific time period.


Geographic Targeting: Selecting an audience for a campaign based on zip codes, designated marketing area, cities, states, and countries.


Impressions: The number of times a single user views a company’s ad, whether on a website, social media platform, or search results page.


In-Stream Video Ads: Video ads played before, during or after the publisher’s video content (e.g. YouTube preroll ads).


Interstitial Ads: Ads that appear between two different content pages, served when a website visitor navigates from one page on a website to another. An example is a pop-up ad that you have to either accept or close before accessing a web page’s content.


Keyword: A specific word or phrase chosen by advertisers to trigger and include their ad within search engine results.


Landing Page: The web page users are directed to after clicking a display or paid search ad.


Lead: A potential customer, typically a user who has given you their contact information by signing up for a newsletter or filling out an online form.


Lookalike Audience: Targets people who are similar to your existing customers to help improve your conversion rates.


Mobile First: Not long ago, it was commonplace to design a website for “mobile friendliness.” But as more users browse the web on their phones and other mobile devices, “mobile first” has become the industry standard. Essentially, designers build a website initially for the smallest screen and work their way up to include tablets, laptops, and desktops.


Mobile Search: Any internet search conducted via mobile device.


Native Advertising: Any paid advertising that is indistinguishable in form from the channel presenting it, such as Facebook Timeline ads.


Overlay: Advertising that floats over webpage content, graphics or videos. Ad-blocking software cannot block Overlays. Advertisers pay for the number of times the ad is expanded.


Paid Search: The placement of ads within search engine results.


Pay-Per-Click (PPC): Pricing model where advertisers pay vendors or publishers based on the number of clicks received in a campaign.


Pop-up: Ad that opens in a new browser window that loads on top of the current webpage. Can be blocked and typically are.


Pop-under: Identical to a pop-up except it loads under the current web page. Visitors often don’t see it until after they’ve closed their browser.


Programmatic Media Buying: An automated method of buying media that ensures advertisers are reaching the right person at the right time and in the right place. The company placing the ads pre-define purchase parameters. Programmatic advertising uses data to decide which ads to buy in real-time, thus improving efficiency and increasing ad effectiveness.


Reach: The total number of people who see your message.


Responsive Design: Website design approach that responds to the user’s behavior and environment, including screen size, platform, and orientation. Essentially, it’s what reorganizes a web page’s content as you adjust the size of the window.


Retargeting/Remarketing: Ads that “follow” users who have previous visited the company’s website.


Rich Media: Interactive media such as quizzes, games, and ads with video and special effects.


Search Advertising: Another term for Paid Search.


SEO: Short for Search Engine Optimization. Process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of search engine results.


Social Advertising: Running paid ads on social networking platforms, such as Facebook, LinkedIn, and Twitter.


View Through: Measures a consumer’s behavior after they’ve been served an ad.