Glossary for Mobile Sponsored Search
A
- Account
- A business or department that controls a marketing budget. Small companies
might use a single account to manage campaigns; larger companies might require
several accounts to represent different divisions.
- Account Daily Spending Limit
- Maximum amount spent each day. You may be charged up to 10%
above your account daily spending limit.
- Account ID
- The unique identification number for an account.
- Account Status
- Indicates whether the account is on or off. If the account is off, ads should not be displayed.
- Ad
- The marketing message displayed to prospective customers on their mobile devices. An ad contains a title and description, and may (depending on the publisher’s implementation) contain a URL.
- Ad Group
- A set of ads and related keywords within a campaign. The ads can be displayed to prospective customers searching for or viewing content related to your keywords and/or ads, on their mobile devices. You can apply a default ad group bid to all keywords in an ad group or set custom bids for individual keywords.
- Ad Group Bid
- Default bid you set to apply to keywords in an ad group. You can override the ad group bid for a keyword by setting a custom keyword bid. You can specify carrier-specific bids (for the selected carriers) for the Ad Group as well as keywords.
- Ad Group Status
- Indicates whether an ad group is active, inactive, or paused.
- Ad Name
- Name that uniquely identifies an ad in a given ad group.
- Ad Preview
- A view of the title and description, and URL of an ad as it may appear when displayed on a mobile device.
- Ad Status
- Indicator that shows whether your ad's display status is active, inactive, or paused. If the ad status is paused or inactive, your ad is not displayed.
- Alert
- A notification regarding your account. You can sign in to your account to
view alerts or you can receive alerts in email.
- Avg. CPC
- Average cost per click. The average price you paid each time your ad was
clicked.
- Avg. Position or Avg. Rank
- The average position of your ad relative to other ads within the Mobile Sponsored Search results.
B
- Bid
- The maximum amount that you are willing to pay for a click.
C
- Carrier-Specific Bidding
- This feature refers to the capability available to a Mobile Sponsored Search advertiser whereby the advertiser may set a different price (bid) by carrier, for a given ad group or keyword. For example, if the advertiser’s mobile marketing campaign is aimed at a niche best served by a certain carrier, the advertiser will likely value the clicks originating on that carrier higher than those coming from other carriers. In this scenario, the advertiser may want to specify a higher bid for that specific carrier than the rest. By default, the ad group level bid applies across all selected carriers.
- Carrier Settings
- This feature refers to the capability available to a Mobile Sponsored Search advertiser whereby the advertiser may choose to serve ads only to the users of selected carriers. This feature is available at these levels – Account, Campaign, Ad Group, and Ads. Keywords will inherit the same carrier selection as their Ad Group. For an ad to be shown to a user on a specific carrier, the carrier must be selected (Online) at all levels.
- Campaign
- A campaign contains one or more ad groups sharing the same budget, schedule
and geo-targeting criteria. A campaign is typically created to support a
particular marketing goal.
- Campaign Description
- Any notes you wish to record for the campaign, such as its purpose or
goals.
- Campaign Monthly Budget
- The amount of money you want to spend each month (a rolling 30-day period)
for a specific campaign. You may be charged up to 10% above your campaign
monthly budget.
- Campaign Status
- Indicator of your campaign's availability. If the campaign status is active, your campaign is running. A campaign may be active, paused, scheduled, incomplete, deleted, or expired.
- Carrier
- Carriers are MNOs (Mobile Network Operators) who own and operate their own
mobile infrastructure.
- City and Surrounding Area
- A geo-targeting option for displaying ads within and related to a city and
its neighboring towns. Please note that some cities and their surrounding
areas span multiple states.
- Clicks
- The action that occurs when an ad is selected.
- Click-Through Rate (CTR)
- The number of clicks received divided by the number of impressions
generated. Example: An ad that is displayed 100 times and receives 25 clicks
has a click-through rate of 0.25.
- Cost Per Click (CPC)
- The cost of advertising divided by the number of clicks.
- Custom Bid
- A bid that can be set at the keyword level to override a default ad group bid. For example, if you set your default ad group bid to $.50, you may set a custom bid for one or more keywords within that ad group to override the default. You may also set carrier-specific bids for ad groups and keywords.
D
- Days to Deletion
- The number of days until a file will be deleted.
- Default Bid
- A bid set at the ad group level that is applied to all keywords in that ad group, unless a custom keyword bid and/or carrier-specific bid is specified. For example, if you set a default bid of $.50 at the ad group level, all keywords using the default bid within that ad group will have bids set at $.50 for all selected carriers.
- Delivery Channel
- Used to define the various modes of delivering ads. Mobile Sponsored Search ads are delivered on the mobile delivery channel, meaning users see those ads on the browser on their web-enabled mobile devices. You may also have a separate account for Sponsored Search, where ads are delivered on the web delivery channel, meaning users see those ads when searching on the browser on their computers.
- Destination URL
- The Web address to which the browser is directed when an ad is clicked.
- Display URL
- The URL displayed in an ad. If the destination URL is long, you can include a display URL that may be up to 20 characters long. Example: An ad with destination URL www.example.com/s_id=0 could have a display URL of www.example.com.
- DMA®
- Designated Market Area. DMA® is a registered service mark of Nielsen Media Research, Inc., and is used pursuant to a license from Nielsen Media Research, Inc., all rights reserved.
E
- Editorial Guidelines
- A set of guidelines specific to Mobile Sponsored Search that give advertisers direction for creating ads that will help provide a quality experience for users on the Yahoo! network. Following the Mobile Sponsored Search Editorial Guidelines is required in order for ads to be displayed by Yahoo! Search Marketing.
- Editorial Status
- The status of a keyword or ad in the editorial review process.
- End Date
- The date the account daily spending limit was turned off.
- Estimated Account Depletion
- The estimated number of days remaining before the account balance reaches
zero.
- Estimated Average Position
- An estimate of the position in which your ad will be displayed relative to
other ads on the page.
- Estimated Clicks
- The estimated number of clicks you might receive.
- Estimated Monthly Impressions
- The estimated number of impressions your ad may receive in a month.
G
- Geo-Targeting
- A feature that displays ads within a specific geographic area or to users
who express interest in that area. Example: A business that sells real estate
in Malibu selects that Los Angeles as a targeted region. Ads will
be displayed to anyone who
searches for relevant terms such as "Malibu Real
Estate."
I
- Import
- A bulk upload of campaigns, ads or keywords into your account using a
spreadsheet template.
- Impression
- The action that occurs when an ad is displayed.
K
- Keyword
- Word or phrase that relates to the products or services you wish to advertise. When prospective customers look for information related to your keywords on their mobile devices, your ads may be displayed.
- Keyword Bid
- A custom bid for the keyword. This bid overrides the default ad group level
bid.
- Keyword Research Tool
- A tool for creating a keyword list.
- Keyword Status
- Indicates whether your keyword is active, inactive, or paused.
L
- Lead
- A prospective customer that lands on your web site through online marketing
tactics, a typed-in URL or a bookmark. A paid lead arrives as a result of paid
advertising or search engine placement.
M
- Market
- The country or multi-country region in which you are advertising.
- Master Account
- A group of one or more accounts that share settings such as time zone, currency, and market. Master Account for Mobile Sponsored Search will be a different master account than for Web Sponsored Search. In other words Mobile Sponsored Search and Web Sponsored Search do not share the same Master Account.
- Master Account Administrator
- A user with access to the Mobile Sponsored Search Master Account and any related accounts.
- Maximum Bid
- The maximum price you are willing to pay when your ad is clicked. You will
never be charged more than your maximum bid. The actual cost per click can be
lower than your maximum bid because your cost per click is automatically
discounted to the lowest amount necessary to maintain your position on the
page.
- Mobile Network Operators
- Mobile Network Operators (MNO) are carriers who own and operate their own mobile infrastructure. Mobile Sponsored Search allows you to select the MNOs in your market, whose users you want to target with your ads.
- Mobile Virtual Network Operators
- Mobile Virtual Network Operators (MVNO) are carriers who lease their mobile network. When you select a MNO when setting up your Mobile Sponsored Search campaign, users for any MVNOs that lease that specific MNO’s infrastructure may also see your ads.
P
- Payment Method
- The method for funding your account, such as a credit card or PayPal.
- PayPal
- An online payment service that lets you send money from the funding source
you choose, like your credit card or bank account, to a variety of recipients,
without sharing your financial information with those recipients.
R
- Roles
- The type of access a user has within an account.
S
- Search Query
- A search request that a mobile device user enters into the Search box on Yahoo! or one of our distribution partners.
- Search Term
- A word or phrase that is entered into a search engine (on a mobile device) to find information, products, or services online. Advertisers select and bid on keywords that are relevant to their products or services. An ad can appear in search results when people enter a search term related to a keyword on their mobile devices.
- Share of Available Clicks
- An estimate of the clicks you may potentially receive for all keywords in
your ad group. The share is estimated using your bids and historical data for
your keywords. This is an estimate only and not a guarantee of click
volume.
- Short Title and Description
- In an ad, a concise, 20-character summary of the products or services you wish to advertise. For best results, the ad's Short Title and Description should correspond to its related keywords. Typically this will be a shorter version of the Standard Title and Description for your ad.
- SMS Number
- Short Message Service Number. The SMS number (typically a mobile phone number or a short code) provides a means for users to contact you via text-messaging.
- Sponsored Search
- A distribution tactic that displays your ads on the Yahoo! network for search queries related to your keywords. Currently Mobile delivery channel only features Sponsored Search.
- Standard Match Type
- An option within Mobile Sponsored Search that specifies how search terms are matched to ads. Currently, Mobile Sponsored Search only features Standard Match Type. Ads that use the standard match type are displayed for exact matches to your keywords, as well as for singular or plural variations and common misspellings.
- Standard Title and Description
- In an ad, a 40-character description of the products or services you wish to advertise. For best results, the ad's Standard Title and Description should correspond to its related keywords.
T
- Targeted Region
- The geographic locations selected for campaign geo-targeting.
- Tracking URL
- A URL appended with parameters that provide information about the
distribution tactic, keyword, and raw search query used.
U
- URL (Uniform Resource Locator)
- The web address of a page or file on the Internet. Very few pages designed for the Web will render properly on a mobile device, which is why it is important for you to ensure that your website is enabled for the Mobile Web. If you do not have a website that is enabled for the Mobile Web, we allow you to create a landing page that will show on a user’s mobile device once they click on your ad.
W
- Watch List
- A feature of the Dashboard that displays data for the campaigns, ad groups,
and keywords you select so that you can monitor their performance and have
easy access to their details.