Glossary

A

Ad Group
Contains one or more ads that share similar targets: a combination of budget, bid, targeting, and entities. This level is what gets entered in the auction. Each campaign can have one or multiple ad groups.

Ad Group Name

The descriptive name of the ad group within a campaign. It should be reflective of your campaign goals. You most cases, you can use the same name as your campaign.

Ad Group ID

The unique identifier assigned to an ad group within a campaign.

Advertiser Name

The vendor or brand associated with the campaign.

B

Base Bid

This is the maximum amount you are willing to spend per auction, before your targeting settings applies. Note: due to our second price auction logic, you will never be charged the maximum bid amount if the next winner in the auction is less than your bid. Your ending CPC will default to .01 cent above the next winning bid amount. EX: Your ad group with a base bid of 1.50 wins the auction, however the next winning bidder was 1.40. You will only be charged 1.41.

Bid Automation

Turn on automation to have your bid automatically adjusted to meet your budget and goals.

Bid Boost
Targeting parameter that allows you to increases the bid amount on specific targeting characteristics by a set amount, without reducing overall eligibility.

For auctions that don’t meet the configured criteria, the base bid will be used.

Bid Multiplier
Targeting parameter that allows you to multiply your base bid by the value you choose. E.g. if you have a bid of US$1.00 and a Multiplier of 150%, your cost will be US$1.50.

For auctions that don’t meet the configured criteria, the base bid will be used.

Brand Attribution

Credits a conversion when a shopper is exposed to an ad for a brand and later purchases any product from that brand within the attribution window.

Budget
The maximum amount you are willing to spend. A budget can be set at the campaign or ad group level. Time intervals can be daily, weekly, monthly or custom (from start to end date of the campaign).

Budget Type

Determines how often your budget starts over. Custom budgets are controlled by the start and end date.

C

Campaign End Date
The campaign will automatically deactivate on the date selected during campaign creation. If you select "Always on", the campaign will stay active. It allows you to pause and restart your campaign whenever you wish, without needing to create a new campaign.

Campaign Start Date
The campaign will automatically start on the date selected during campaign creation.

Campaign ID
The unique identifier automatically assigned to each campaign.

Campaign Name

The descriptive name given to a campaign.

Clicks

The number of times users clicked on the ad.

CPC
Average cost paid per click. Cost per click = Spend / Number of Clicks.

CTR
The percentage of impressions that resulted in a click. Click Through Rate or Click Rate = Clicks / Impressions

CVR
Conversion Rate = Number of Transactions (Purchases, Bookings...) / Clicks

D

Daily Date

Groups performance data by day.

E

Exact or Exact Match
Exact targeting limits your ad exposure to only the specific audience you select.

Experience Name
The placement type of the campaign, such as Product Listing Ad (PLA), Banner Ad, or Sponsored Brand.

H

Halo Attribution (Same Brand)

Credits a conversion when a shopper is exposed to an ad for a brand and later purchases any product from that brand within the attribution window.

I

Impressions
A metric used to quantify the number of times an ad is displayed to your target audience (sometimes referred to as an "Ad View"). It represents the number of times an ad was served to users.

K

Keyword

The search term or keyword that triggered the ad impression or click.

L

Last-Click Attribution (Same SKU)

Credits the last ad clicked before a purchase.

M

Monthly Date

Groups performance data by month.

O

Opportunities

The number of times your ad was eligible to participate in an auction without limitations like budget constraints or targeting restrictions

P

Pacing

Pacing controls how your campaign budget is distributed over time. It determines the speed and consistency with which your ads are delivered when eligible opportunities arise.

Product ID

The Kohl’s web ID associated with the advertised product.

Product Name

The descriptive name of the advertised product.

R

ROAS
Return On Ad Spend = Revenue / Cost. An industry standard metric that measures the amount of revenue earned for every dollar spent on advertising. For example, a ROAS of 5 means that you reached $5 in revenue for every $1 in spend. Similar to Return On Investment (ROI), ROAS measures the ROI of money invested in your digital advertising campaign.

ROAS Goal
The goal type is defaulted to ROAS (Return on Advertising Spend, i.e. Revenue / Spend). If you have activated bid automation for your campaign, automated bidding will aim at reaching your ROAS Goal. For example, if you set up a ROAS goal of 5, the automated bidding will aim at reaching $5 in revenue for every $1 in spend.

Revenue

The gross revenue generated from sales attributed to the campaign.

Review Score

Average rating given to products (e.g. 4.5 / 5.0).

Review Count

The total number of reviews a product has received.

S

Second-Price Auction
A model wherein the winner of the auction pays $0.01 more than the next highest bidder for a click (different from a first-price auction). EX: Your ad group with a base bid of $1.50 wins the auction; however, the next winning bidder was $1.40. You will only be charged $1.41.

Share of Voice (SOV)

This standard marketing metric is used to compare your hotel's advertising to the total available advertising opportunities in your hotel's market. It allows you to gain insight into the number of times your ad has been shown to a traveler against the number of times it could potentially have been shown.

The calculation is:
SOV = (Impressions / Opportunities) * 100

SKU Attribution

Credits conversion activity (Tranasction, revenue, CVR, ROAS) when a shopper clicks on an ad for a product and later purchases that product directly.

Status (Campaign)
The "Pending" Campaign Status will automatically populate when creating a campaign. The status will become "Active" once the campaign starts and "Ended" once the end date has been reached. Status can also display "Paused" if the campaign has been manually paused.

Spend

Total advertising spend accrued during the reporting window.

T

Transactions

Direct sales driven by your campaign: the user clicked on the ad and completed a purchase.

U

Units Sold

The total quantity of product units sold, if applicable.

Direct sales driven by your campaign — meaning the user clicked on the ad and completed a purchase.

W

Weekly Date

Groups performance data by week.