Jul 28, 2007 114 reads by Navneet Kaushal

The official Yahoo! Search marketing has a list of acronyms and abbreviations for those who are not in the know.

ADSL (account daily spending limit)—The maximum amount you want to spend each day.

CPC (cost-per-click)—The cost of advertising divided by the number of clicks. “Average CPC” is the average price you paid for all of the clicks your ad received. CPC shouldn’t be confused with CPM, which stands for cost-per-thousand. CPM sounds like it should be cost-per-million, but for some reason the advertising world uses the Latinate mille, which means thousand. Anyway, CPM is the cost you would pay per thousand impressions, if you were doing display advertising. You won’t see this in your Yahoo! Search Marketing account interface, however.

CTR (click-through rate)—The number of clicks received divided by the number of impressions generated. For example, an ad displayed 100 times and receiving 10 clicks has a click-through rate of .1 (10%).

CM (Content Match)—The pay-per-click campaign tactic that displays your ads alongside relevant articles such as product reviews, news articles and so on. “CM Bid” stands for “Content Match bid” and is the maximum bid for Content Match clicks.

CPA (cost-per-acquisition)— The cost of advertising divided by number of “conversions” (the successful completion of a desired action, such as a registration or a sale, by a user)

ID (identification)—There are a number of different IDs in your Yahoo! Search Marketing account:

  • Master Account ID—You’ll find this under the Administration tab on the “Master Account” page. If you manage multiple search marketing accounts under one master account, this is the overall account ID number.
  • Account ID—Also under the Administration tab, but on the “Accounts” page, this is the ID number for any account you have under your master account. If you manage more than one account, you’ll have more than one account ID number.

IP (internet protocol)—Used in “IP Address,” the unique number assigned to every computer connected to the Internet.

ROAS (return-on-ad-spend)—The amount of revenue generated per dollar spent on a specific advertising method. An ROAS percentage is calculated by taking revenue divided by the cost of advertising, multiplied by 100. Thus, a campaign that generated $5,000 in revenue and cost $500 has a ROAS of 1000 percent.

SS (Sponsored Search)—The pay-per-click product that displays your ads in the sponsored results at the top, along the side, and across the bottom of search results pages, and on our distribution partner sites. “SS Bid” stands for “Sponsored Search bid” and is the maximum amount you will pay for Sponsored Search clicks on a particular keyword.

URL (universal resource locator)—Although URL has a number of meanings in Internetese, we use it here as a synonym for “web address,” http://www.ysmblog.com, for example. A “tracking URL” is one that can provide information about the distribution tactic, keyword, and raw search query used.

There are more Yahoo! Search Marketing terms at their glossary in the Yahoo help center.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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