Search advertising can get pretty slangy. Here's a few terms and their meanings to keep things nice and clear.
The number of clicks made by the users on the displayed sponsored listings.
The total number of sponsored listings displayed.
The total number of searches for which sponsored listings were displayed.
The mode through which the search, listing and click occurred.
Click Through Rate (CTR)
The total number of clicks the listings receive divided by the number of times the listings were displayed. CTR = Total Clicks / Bidded Searches.
The percentage of searches for which sponsored listings are returned. Coverage = Bidded Searches / Total Searches.
Currency associated with the displayed revenue.
"Display-to-Search" is an implementation that consists of a list of keywords featured in a display ad. These related keywords are generally related to the content on the page. Just as with a standard search query, a user who clicks on one of the featured keywords in the labeled ad is then taken to a search results page that may include search ads. In some circumstances, such as sensitive news articles, non-related keywords are used.
Direct Display / Dynamic Display (DD)
This module (aka the DD) is displayed on the Oath SERP and hosts content for verticals such as local, travel, shopping, recipes, etc. DD's can include images and text, and UI can vary by vertical.
The average number of sponsored listings displayed per search for searches that had at least one listing displayed.
Domain Name Server / Domain Name System (DNS)
A protocol within the set of standards for how computers exchange data on the Internet and on many private networks, known as the TCP/IP protocol suite. Its basic job is to turn a user-friendly domain name into an Internet Protocol (IP) address like 188.8.131.52 that computers use to identify each other on the network.
A name that is used in a URL to identify particular web pages. Example: in the URL http://oath.com/dogs.html, the domain name is oath.com.
Lander Page Views
This occurs any time a user enters a domain and opens a lander page.
The market to which the source tag is mapped (where the search or click was recorded). Current supported markets include Austria, Brazil, Canada, Denmark, Finland, France, Germany, Hong Kong, India, Ireland, Italy, Mexico, Netherlands, Norway, Singapore, Spain, Sweden, Switzerland, Taiwan, the United Kingdom and the United States.
Price Per Click (PPC) / Cost Per Click (CPC)
The amount an advertiser pays when their ad is clicked. Calculated at the time of the click. PPC = Revenue / Clicks.
The Oath product being used to monetize (i.e., YHS, YPA).
Partner Satisfaction Survey (PSAT)
This survey is conducted twice a year by the Oath Research and Insights team.
Return on Ad Spend (ROAS)
This is an advertising performance metric. This represents the dollars earned per dollars spent on the corresponding advertising. To determine ROAS, divide revenue derived from the ad source by the cost of that ad source. Values less than one indicate that less revenue is generated than is spent on the advertising.
Return on Investment (ROI)
This is an advertiser performance metric.The purpose is to evaluate the efficiency of the advertising spend (investment) or to compare the efficiency of a number of different advertising spends (investments). To calculate ROI, the benefit (return) of an investment is divided by the cost of the advertising (investment); the result is expressed as a percentage or a ratio.
Revenue Per Search (RPS)
The total revenue from search divided by the number of searches that contributed to that revenue.
Same as RPS, but in local market currency.
Source Tag / Partner Tag
This tag contains the implementation information such as the company name, product, market, etc. Source tags are attached to each search and click to identify the traffic for reporting and billing purposes.
Search Engine Results Page (SERP)
The page displayed after a user completes a search. This page will likely include paid search advertising listings at the top, right and bottom of the page, with algo search results displayed in the middle.
Searches represent the total number of times a search query is made.
The sum of (1) the number of times that a user clicked on a search term listed on a lander page or a results page, and (2) the number of times a user entered a search in the search field on the lander or results page.
This tag refers to the particular implementation being used.
The country of origin of the user who searched or clicked on a sponsored listing.
These are searches by specific vertical, including images, video, news, local, shopping, etc. We return ads on some of these vertical SERP's (e.g. search for "flowers" on yahoo.com, click on Yahoo Images and ads will be displayed in the north and south position.)
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