Paid Media Acronyms

Paid Media
Sep 11 2019 | Harvey Lobban

Digital marketing is dynamic. So dynamic in fact, that we seem to have found the need to shorten terms that don’t even really need shortening. What we’re left with, is an overwhelming number of acronyms which get chucked about at every opportunity, and if you’re new to digital marketing, this can be like learning another language.

Luckily, we have compiled a list of the most commonly used acronyms, so you won’t mix up your CPCs with your CPVs.

CPA – Cost Per Acquisition

The investment needed to drive a conversion (i.e. a website transaction or purchase) (Cost/Conversions)

CPC – Cost Per Click

The amount paid for a click through Paid channels (Cost/Clicks)

CPM – Cost Per Mille

The amount paid for 1,000 impressions ((Cost/Impressions) * 1000)

oCPM – Optimised Cost Per Mille

A Facebook ad bidding type which optimises towards a particular goal (a landing page view, link click etc.)

CPV – Cost Per View

The amount paid for a video view (Cost/Views)

CPCV – Cost Per Completed View

The amount paid for a completed view, where a user watches the full length of a video (Cost/Completed Views)

CPL – Cost Per Lead

The amount paid per lead generated (i.e. email submission, newsletter sign-up, form completion) (Cost/Leads)

IS – Impression Share

The number of impressions you showed for; out of the total you could’ve shown for if the account was not limited by budget or rank (100% IS = Complete visibility across all searches)

ROAS – Return On Ad Spend

Ratio of Revenue Generated to Media Spend. A measure of if paid activity is making/losing money (Revenue/Cost)

ROI – Return On Investment

Ratio of Revenue Generated to Media Spend Inc. associated costs, therefore giving an idea of sustainability ((Revenue-Cost)/Cost)

CTR – Click-Through Rate

The percentage of people who clicked through to your website after triggering and seeing an ad (Clicks/Impressions)

CR/CVR – Conversion Rate

The number of conversions driven out of the total number of people that clicked through to site (Conversions/Clicks)

AOV – Average Order Value

The average amount paid in a transaction

KPI – Key Performance Indicator

A chosen metric(s) used to identify if activity is achieving the desired goal

MCC – My Client Centre

Part of account structure in Google Ads, overarching umbrella which contains different accounts. Agencies will typically use one MCC to manage all their clients

PPC – Pay-Per-Click

Atype of internet advertising in which advertisers pay whenever an advert is clicked.

SQR – Search Query Report

Part of Google Ads Account optimisation in which keywords are identified in user searches and added as new keywords, or excluded as irrelevant

CTA – Call To Action

Snippet of text used to help push and promote a particular action (i.e. Call Us Today!)

RLSA – Remarketing Lists for Search Ads

Google Ads feature which lets you upweight or show ads to only specific users who have been on your website

GDN – Google Display Network

The name of Google’s list of websites where Display ads (Images/GIFs) can show

QS – Quality Score

Measure of keyword quality, considering a) keyword and ad relevance, b) expected CTR & historical performance, c) landing page experience

SEO – Search Engine Optimisation

Work carried out to improve organic search rankings across search engines

SERP – Search Engine Results Page

The name given to the pages which appear after a search is carried out on a search engine

SEM – Search Engine Marketing

Broad term used to describe marketing which uses search engines to drive paid traffic to a website

B2B/B2C – Business-to-Business/Business-to-Consumer

B2B is the exchange of products from one business to another, whilst B2C is the exchange of products from business to a consumer

CRM – Customer Relationship Management

In Paid Media, most commonly refers to a list of first-party data (such as a list of emails sourced from newsletter sign ups) which can be used across different paid channels for targeting

GDPR – General Data Protection Regulation

EU regulation regarding data protection and privacy.

WoW/MoM/YoY/YTD – Week-on-Week, Month-on-Month, Year-on-Year, Year-to-Date

Used to highlight and compare how particular metrics have changed over a given time period

GA – Google Analytics

Google’s Analytics platform used to measure and monitor on-site metrics/performance, tracking and more.

There we have it, a list of our most commonly used Paid Search & Paid Social acronyms! Now that you know these, all those numbers will start to make sense, and you’ll feel like Neo from The Matrix…

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