What Are Some Basic Terms I Should Know?
Account Administration - An account represents 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. The Administration tab in your account provides a summary of your account within several panels that allow you quick access to edit your account’s general information, daily and monthly spending limits, and the on/off status of your account.
Ad - The marketing message you create to display to prospective customers. An ad contains a title, description and 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. You can apply a default ad group bid to all keywords in an ad group or set custom bids for individual keywords.
Bid - The maximum amount that you are willing to pay for a click.
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.
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 (25%).
Cost-per-Acquisition (CPA) - The cost of acquiring a conversion. The CPA is calculated as the total cost of online marketing activities divided by the number of conversions.
Cost-per-click (CPC) - The cost of advertising divided by the number of clicks.
Cost-per-thousand-impressions (CPM) - The amount you pay for each 1,000 impressions displayed.
Dashboard – Your account dashboard allows you to view summaries and graphs of your account statistics and see a snapshot of your account’s overall status.
Editorial Guidelines - A set of guidelines that give advertisers direction for creating ads that will help provide a quality experience for users on the Yahoo! network. Following the editorial guidelines is required in order for ads to be displayed by Yahoo! Search Marketing.
Impressions - The number of times an ad is displayed. For example, a Sponsored Search ad that is displayed four times has four impressions.
Keyword – A word or phrase that relates to the products or services you wish to advertise. When prospective customers look for information related to your keywords, your ads may be displayed.
Quality Index - A relative measure of your ad's performance, or quality. The quality index takes into account the click-through rate and other relevancy factors.
Ranking - The order of your displayed ad on a search results page.
For additional terms, please view our Glossary
