Graphic Design and Website Design

Knowing your Targeting Definitions Can Improve Your Conversions

• Search engine advertising platform: Programs offered by search engine companies to help you create and manage your search campaigns. Examples include Google Adwords, Yahoo! Search Marketing, and Microsoft adCenter.
• Paid Search: Paid search consists of placing ads for your products or services on search engines results pages and on content sites across the internet.
• Content advertising: As part of your search campaign, your text ads are displayed on a search engine content network (for example, Google AdSense, Yahoo Content Match).
• Display advertising: Advertisements using image or rich media formats (including video), typically placed on an advertising exchange or network. Display ads are often banner ads, but can also be other standard sizes and layouts.
• Rich Media: Advertisements that are not static but provide animation, sound or interactivity. An example of this would be a banner advertisement for a loan in which a customer can type in the amount of loan required, and the cost of the loan is calculated immediately.
• Category Targeting: Category targeting allows you choose the type of websites (autos, travel, etc) on which you want your ads displayed within a content network.
• Behavioral Targeting: Targeting method through which your ad is targeted to individuals whose interests and intentions are revealed by website tracking data (i.e., their click stream data). Behavioral targeting does not include the use of adware installed on individual computers.
• Affinity Targeting: Targeting method through which your reach customers on their favorite websites (usually related to hobbies and interests) that they heavily visit and interact with.
• Contextual Targeting: Targeting method through which your ad is displayed when it corresponds to the content of a web page.
• Demographic Targeting: Targeting method through which your ad to a particular age group, gender, or other demographic characteristic.
• Dayparting or Date/Time targeting: Targeting method through which your ad is displayed during certain parts of the day or week.
• Geo-targeting: Targeting method through which you direct your ad to specific geographical areas.
• Placement Targeting: Targeting method through which you choose specific websites or pages within websites where your ad will be displayed.
• CPM (Cost Per Impression): Cost per thousand impressions. The M in the acronym is the Roman numeral for one thousand.
• CPV (Cost Per Visitor) or (Cost per View): Cost per targeted visitor to the advertisers website.
• CPC (Cost Per Click): Advertisers pay every time a user clicks on their listing and is redirected to their website.
• CPA (Cost Per Action) or (Cost Per Acquisition): Advertiser pays only for the amount of users who complete a transaction, such as a purchase or sign-up.
• Cost per conversion: The cost of acquiring a customer, typically calculated by dividing the total cost of an ad campaign by the number of conversions. The definition of “Conversion” varies depending on the situation. It is sometimes considered to be a lead, a sale, or a purchase.
• CPE (Cost Per Engagement): A form of Cost Per Action pricing in which advertisers pay only when a user engages with their specific ad unit. Engagement is defined as a user interacting with an ad in any number of ways.

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