Master Online Advertising Cards with 69 free flashcards. Study using spaced repetition and focus mode for effective learning in Marketing.
Paid distribution of messages across digital channels to drive measurable outcomes (e.g., awareness, leads, sales).
One ad view opportunity served (or counted as served) to a user/device.
A user interaction that sends them to a destination (site/app/store) from an ad.
Click-through rate = clicks / impressions.
Conversions / clicks (sometimes conversions / sessions; define consistently).
Cost per click = spend / clicks.
Cost per 1,000 impressions = (spend / impressions) * 1000.
Cost per acquisition/action = spend / conversions.
Return on ad spend = revenue attributed to ads / ad spend.
ROAS uses revenue and excludes non-ad costs; ROI includes profit or net return after all costs.
Lifetime value: expected gross margin (or revenue) from a customer over their relationship.
Customer acquisition cost: total acquisition spend / new customers acquired (define scope/time window).
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