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Go Native Or Go Home: Native Advertising Terms You Should Know

By July 13, 2016 Resources No Comments

If you want to master native advertising you’ll need to learn some marketing terms to properly define and get your point across. Here’s a list of the most important terms you should know.

Ad ID: A unique identifier that gathers data about a specific customer to improve personalization and customer analytics.

Ad Creative: Combination of an image and headline.

Ad Group (Creative Group): One or more ads which target a shared set of keywords. Each campaign is made up of one or more ad groups.

Advertorial: Advertisement is giving information about a product in an objective journalistic article.

Adsense: Google Adsense is a pay-per-click advertisement application to generate revenue from the traffic hosted on a site.

AdWords: The pay-per-click (PPC) search engine marketing program created by Google.

Aggregator: An internet-based tool which collects and curates content.

Algorithm: A mathematical rule and calculation search engines use to determine rankings of sites indexed.

Attention/Awareness, Interest, Desire, Action (AIDA: Four steps in a Purchase Funnel, where customers move from consideration to purchase.


Analytics: Systematic analysis of data and statistics. Information can be generated through A/B testing, Google Adwords, etc.

Arbitrage: Purchasing and selling at the same time in different markets to take advantage of price differences between two separate markets.

Ban: Removal from a search index when a page or an entire website is inappropriate.

Bounce Rate (BR): Website Bounce Rate: Percentage of people who land on a page in a website and then leave without clicking anything else or navigating to any other pages on the site.

Broken Link: Links to pages that no longer exist. The page or the URL may have been changed without a redirect. These pages give back a “404 error” message.

Budget: The estimated amount of cost that will be required to promote products or services.

  • Monthly Budget: The max amount you want to be spent per month.
  • Daily Budget: The max amount you want to be spent per day.
  • Campaign Budget: The cap on how much money you will be charged for a campaign before ads will no longer be shown.
  • Click ID: After a customer clicks an ad, the click ID is passed to the advertiser’s landing page as a pair of URL parameters.

Cloaking: Showing different content to search engine spiders when they visit your site that normal users wouldn’t see.

Cost per Acquisition (CPA): What the advertiser pays for each specified action someone takes (impression, click, form submit, or sale).

Cost per Click (CPC): The amount of money spent for a digital advertisement to be clicked.

  • Average CPC: The average amount that you’ve been charged for a click on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.
  • CPC Bid: The amount of money it costs for someone to click on your ad.

CPC Scheduler: CPC scheduler allows you to adjust campaign CPC bids by an hour of the day for each day of the week.

CPM: Cost per thousand, the price of 1,000 impressions on a web page.


Conversion: The act of converting a visitor into a paying customer.

Conversion Rate: Proportion of visitors to a website who take an action.


Credit: Credit is how we measure usage in Brax. Currently, a credit is when you create an ad in Brax.

Call to Action (CTA): A link, button, image, or text that encourages the visitor to take an action on the website. This can be anything from downloading an ebook to signing up, or inputting information.

Click through Rate (CTR): Percentage of your audience that continues from one part of your website to the next step in your marketing campaign.


Description: Brief summary of an article, product or service.

Engagement: User interaction with a piece of shared content.

Geo: Specific region or area on earth

Geo Targeting: A specific geographic area  that you want to

Impression Conversion Rate (ICR): Conversions per 1000 impressions indicates how well an ad performs from view to goal conversion.

i-Frames: Also known as simply “frames,” are HTML tag devices that allow 2 or more websites to be displayed simultaneously on the same page.

Impression: When an ad is fetched from the source, it is counted as an impression. Whether or not the ad is clicked is not taken into account. Each time the ad data is fetched it is counted as one impression.

JavaScript: JavaScript is a simple scripting language which can be integrated with HTML used on many websites. JavaScript is less complex and consequently, less powerful than Java.

Keyword: Word or phrase your audience uses to search for relevant topics in a search engine.

KPI: Key Performance Indicators

Landing Page: Section of a website accessed by clicking a hyperlink on another page. This kind of page often is designed with a specific purpose (i.e. conversion goals) for visitors.

Organic Traffic: Traffic generated by a search engine that isn’t paid.

Pace: Speed at which your ads will be displayed throughout a day to evenly distribute your budget on a campaign. This can be ASAP / Monthly / Campaign.

Page Views (PV): How many requests to load a page is.

Page Per Visit (PPV): Average number of pages viewed by a visitor during a certain time period.

Paid Traffic: Traffic generated to a website through any form of paid advertisement that directs a user to a website.

Pop-Up Ad: An advertisement which automatically opens (or “pops up” in) a new window in a browser to display an ad.

  • Pop-Under Ad: A slightly less intrusive pop-up. Many browser-based extensions and programs exist to block these ads.

Pay per Click (PPC): The amount of money spent to get a digital advertisement clicked. Usually, there is a Flat Rate or Bid-Based rate.

Publisher: Source where advertisements can place ads, banners, and promotions on their websites or blogs

Query: The term(s) entered into a search engine by a user.

Retargeting: Driven through web browser cookies, it allos the marketer to know who or where they were directed to a website.

Return on Investment (ROI): The performance measure used to evaluate the profitability of an investment.


Rich Site Summary (RSS): Web feed that publishes frequently updated information that allows publishers to syndicate data automatically.

Search-Engine Marketing (SEM): Used in contrast with “SEO” to describe paid search activities, SEM may refer to the broad range of search marketing activities, paid or organic.

Search-Engine Optimization (SEO): Optimizing a webpage to rank higher in a search engine’s results page. The higher the ranking, typically the more traffic generated.

Spend: Total expenditure on marketing activity.

Story URL: The web page link that the campaign will open up when clicked.

Sub ID: String of alphanumeric characters which records a user-defined variable.

Title: Refers to the name of an advertisement.

URL Parameters (Tags): URL Parameters help you to identify what traffic is coming from a specific ad campaign.

User Experience (UX): Overall experience a customer has with a business through interaction, purchase, use, and advocacy of the brand.

Web Property: Website, social media account, or blog on the internet that is used for representing a brand, person, or identity.

Widget: A portable chunk of code installed and executed within a web page used to help drive traffic to the owners properties or other sources.

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