Anki Cloze Cards — Online Advertising Terminology 📣

HereBelow isare copy‑paste ready cloze notes using Anki’s {{c1::...}} format.
They’re designed to be memorable, high-signal, and mostly 1–4 blanks per card.
(I also added a completegood setamount of Anki“fits clozewell” cardsmaterial: basedQuality onScore, yourmatch advertisingtypes, terminologypixels glossary.vs server events, auction factors, lift testing, etc.)

To

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keep

1) the learning flow smooth and brain-friendly, I have kept the cards concise (1–3 sentences) and limited them to a maximum of 4 clozes per card. I’ve also grouped them into three main thematic sections so you can easily import them or study them by category. 🧠🚀

Campaign Structure, TargetingStructure & Budgetscampaign 🏗️

organization 🧱

1. Hierarchy (Meta)
2. Meta is organized as Campaign → {{c1::Ad Set}} → {{c2::Ad}}.

Hierarchy (Google Search/Display)

Google Ads is commonly Campaign → {{c1::Ad Group}} → {{c2::Ad}}.

What lives where (rule of thumb)

Objective is typically set at the {{c1::campaign}} level; targeting & budget controls often live at the {{c2::ad set/ad group}} level.

Account &container

A Google Ads account / Meta Business Manager

The highest-level container that holds billing, users, and all campaigns is the {{c1::Account“container”}} that holds billing, users/permissions, tracking, and campaigns.

Creative definition

“Creative” = the {{c1::asset (image/video)}} + the {{c2::messaging (copy/headline)}} + the {{c3::CTA}}.

Objective / Businessgoal

Manager}

The “objective” tells the platform what to {{c1::optimize delivery toward}} (e.g., purchases, leads).

Campaign Hierarchyvs ad

In

A campaign defines strategy/optimization, while an ad account,defines the {{c1::Campaign}what people see}} determines the highest-level objective (e.g., Sales), while the {{c2::Ad Set / Ad Group}} is where targeting and delivery settings live. .

Platform Differences (Hierarchy)

On Meta, targeting settings live in the {{c1::Ad Set}}, whereas on Google Ads, they are found in the {{c2::Ad Group}}.

Ad Levelformats & Objectives(added)

The

actualCommon contentformats usersinclude see{{c1::single image/video}}, {{c2::carousel}}, and {{c3::collection}} (platform-dependent).

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2) Targeting, audiences, placements 🎯

Audience

An audience is the {{c1::Adgroup /of Creative}people}}, whileyou thewant specificto actionreach. the platform optimizes toward is called the {{c2::Objective / Goal}}.

Audiences & Targeting

The

groupTargeting ofuses peoplefilters you want to reach is yourlike {{c1::Audience}location}}, which is defined by applying {{c2::Targeting}age}}, {{c3::interests/behavior}}, {{c4::device}}.

Placements

“Placements” = {{c1::where}} filtersads likeappear location,(Feed, age,Stories, andSearch interests.results, YouTube in-stream, etc.).

Remarketing / retargeting

Retargeting = ads shown to people who {{c1::already interacted}} (visited site, added to cart, watched video).

Custom Dataaudience Matching/ customer match

An

audience builtBuilt from your own{{c1::first‑party datadata}} (like email lists)list, issite calledvisitors, app users).

Lookalike / similar

Lookalikes target people who {{c1::resemble a seed audience}} (often best customers).

Warmth levels

“Cold” = {{c1::no prior interaction}}; “Warm” = {{c2::engaged/visited}}; “Hot” = {{c3::high intent}} (cart/checkout, prior leads).

Frequency

Frequency = average times a person saw your ad in a {{c1::Customgiven Audience}period}}. on Meta and {{c2::Customer Match}} on Google.

ExpansionAd Audiencesfatigue

Ad fatigue often appears when {{c1::frequency rises}} and key metrics like {{c2::CTR}} drop or {{c3::CPA}} increases.

Exclusions (added)

To findavoid newwasted users who resemble your best customers based on a seed audience,spend, you can create{{c1::exclude}} recent purchasers from prospecting.

Audience overlap (added)

Heavy overlap can cause ads to {{c1::compete against each other}} and increase costs.

Geotargeting nuance (added)

“Presence” targeting shows ads to people {{c1::physically in}} the location (vs “interested in”).

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3) Bidding, budgets, auctions 💸

Daily vs lifetime budget

Daily budget ≈ average per day; lifetime budget = total spend across the {{c1::scheduled run}}.

Auction

An auction is the real‑time process that decides {{c1::which ad shows}}, {{c2::to whom}}, and {{c3::at what price}}.

What influences auctions (added)

Auction outcomes are influenced by {{c1::bid}}, {{c2::estimated action rate}}, and {{c3::ad quality/relevance}} (names vary by platform).

Bidding strategy: lowest cost

“Lowest cost / maximize” aims to get {{c1::the most results}} for a given budget.

Cost cap / Target CPA

Cost cap / Target CPA aims to keep average cost per result near {{c1::a target}}.

ROAS target

ROAS bidding optimizes toward a {{c1::Lookalike Audience}revenue-to-spend}} (Meta)goal. or a {{c2::Similar Segment}} (Google).

Retargeting & Placements

Showing ads to people who have already visited your site is known as {{c1::Remarketing / Retargeting}}, while the specific locations where those ads appear (e.g., Reels, Search) are called {{c2::Placements}}.

Budgets & Pacing

A

{{c1::DailyPacing budget}}= sets the average spending per day, whereas a {{c2::Lifetime budget}} dictates total spend over the campaign's run. The speed at which thishow spend is distributed over time is called {{c3:c1::Pacing}time}} (smooth vs accelerated).

BiddingBudget Strategyfragmentation & The Auction(added)

Your

Too many ad sets with small budgets can prevent {{c1::Bidstable / Bidding Strategy}learning}} determinesand howslow youoptimization. compete in the real-time

Learning stability (added)

Big edits (budget/targeting/creative) can {{c2:c1::Auction}reset learning}} toor decidedestabilize whichdelivery. ad shows, to whom, and at what price.

Performance Metrics,

4) TrackingMetrics & Attributionperformance language 📊

1. Views & ReachImpression
2. An {{c1::Impression}}impression is= logged every singleone time an ad is shown,{{c1::shown}}.

whereas

Reach

Reach = number of {{c2:c1::Reach}} only counts the unique peoplepeople}} who saw the ad.

Click & Cost MetricsClicks

The

percentageClicks of= impressionsusers that result in clicks is thewho {{c1::CTR (Click-Through Rate)clicked}}}, while the amountad spent(site, dividedapp bystore, clickscall, isetc.). the

CTR

CTR = {{c1::clicks}} ÷ {{c2::impressions}}.

CPC

CPC (Cost= Per{{c1::spend}} Click)}÷ {{c2::clicks}}.

CPM Metric

The

standardCPM metric used to calculate the= cost per 1,000 ad impressions is {{c1::CPM1,000 (Cost Per Mille)}impressions}}.

Conversions & CVRConversion

Desired

actionsA likeconversion purchasesis orthe signupsdesired areaction called(e.g., {{c1::Conversions}purchase}}. The percentage of clicks that result in these actions is the, {{c2::CVRlead}}, (Conversion{{c3::signup}}). Rate)}}.

Acquisition MetricsCVR

To

evaluateCVR lead generation or customer acquisition costs, advertisers look at= {{c1::CPA / CPL (Cost Per Acquisition / Lead)conversions}}}, calculated as Spend ÷ Conversions.{{c2::clicks}} (or ÷ sessions, depending on reporting).

RevenueCPA Metrics/ CPL

Revenue

attributedCPA/CPL to ads divided by the ad spend is known as= {{c1::spend}} ÷ {{c2::conversions/leads}}.

ROAS

ROAS (Return= on{{c1::revenue Ad Spend)}attributed}} (e.g.,÷ {{c2::ad spend}}.

ROAS example

ROAS 3.0 means \$3 in{{c1::3}} revenue for each \\$1{{c2::1}} spent)spent.

AOV

AOV = {{c1::revenue}} ÷ {{c2::number of orders}}.

LTV/CLV

LTV/CLV = expected total value of a customer over {{c1::their lifetime}}.

Relationship (added)

Profit per order depends on {{c1::AOV}} and {{c2::margin}}; scaling depends heavily on {{c3::LTV}}.

Engagement metrics (added)

Video view rate and watch time often proxy {{c1::creative resonance}} in awareness campaigns.

Leading vs lagging (added)

CTR is often a {{c1::leading indicator}}; ROAS is typically a {{c2::lagging indicator}}.

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5) Tracking, events, attribution 🧩

Pixel / tag

A pixel/tag is code installed to {{c1::track events}} and {{c2::build audiences}}.

Order & Lifetime ValueEvent

The

averageAn revenue per orderevent is a tracked viaaction like {{c1::AOVPageView}} (Average Order Value)}}, and the total expected revenue from a customer over time is their/ {{c2::LTVAddToCart}} / CLV (Lifetime Value)}}.

Tracking Codes

The tracking code installed on your site is called a {{c1::Pixel}} on Meta and a {{c2::Tag}} on Google. Tracked actions (like `Purchase`) are called {{c3::Events}Purchase}}.

UTM Parametersparameters

UTMs are URL tags appended to links (such as `utm_source`) to send data to analytics tools like GA4utm_source areand calledutm_campaign used in {{c1::UTManalytics Parameters}tools}} (e.g., GA4).

Attribution

The

Attribution = rules (or windows) used for assigning credit to an ad{{c1::credit}} for a conversionconversion. are referred to as {{c1::Attribution}}.

Server-SideClick-through Trackingvs view-through

To

improveClick-through measurementcredit happens after a {{c1::click}}; view-through credit can happen after an {{c2::impression}}.

Attribution window

Attribution window = how far back the platform looks (e.g., {{c1::7-day click}}, {{c2::1-day view}}).

Last-click vs data-driven (added)

Last-click gives most credit to the {{c1::final touchpoint}}; data-driven uses {{c2::modeled contribution}}.

Conversion API / Enhanced Conversions

Server-side tracking helps when browser tracking is blocked,limited advertisers(cookies/consent) useby server-sidesending tracking, known asevents {{c1::Conversionfrom APIyour /server}}. CAPI}} on Meta and

Deduplication (added)

When using pixel + server events, you must {{c2:c1::Enhanced Conversions}deduplicate}} onto Google.avoid double-counting conversions.

First-party data (added)

Strategy,

CreativeEmail/SMS &lists Optimizationand 🎨on-site events are {{c1::first‑party data}}, increasingly valuable as tracking tightens.

Consent mode (added)

Consent settings can reduce observed conversions and increase {{c1::modeled reporting}}.

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6) Creative, messaging, landing pages ✍️

1. Creative & Copy

   An

   ad's
2. Ad visualcopy asset plus messaging is theincludes {{c1::Creative}primary text}}, the text portion is the {{c2::Copy}headline}}, and the clickable button prompt is thesometimes {{c3::description}}.

CTA

CTA (Call= “call to Action)action” (e.g., {{c1::Shop Now}}, {{c2::Learn More}}).

Landing Pages & Offerspage

The

webpageLanding page = the page users arrive atreach after clicking{{c1::clicking}}. is

Offer

Offer = the {{c1::Landingvalue Page}proposition}} (discount, free trial, bundle, free shipping).

Message match (added)

Better conversion rates often come from strong {{c1::message match}} between ad and landing page.

Friction (added)

Reducing checkout steps, form fields, and load time reduces {{c1::friction}} and can improve {{c2::CVR}}.

Creative angles (added)

Common angles: {{c1::problem/solution}}, which{{c2::social typicallyproof}}, highlights{{c3::before/after}}, {{c4::urgency}}.

Hook (added)

In short-form video, the primaryfirst value{{c1::1–3 propositionseconds}} often determine performance.

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7) Funnel & strategy 🧭

Funnel stages

TOF = {{c1::awareness}}; MOF = {{c2::consideration}}; BOF = {{c3::conversion}}.

Prospecting

Prospecting = reaching {{c1::new people}} (cold audiences).

Retargeting

Retargeting = re-engaging people who already {{c1::showed intent}}.

Incrementality

Incrementality asks: how many conversions happened {{c1::because of ads}} vs would have happened anyway?

Holdout test (added)

Incrementality can be measured via {{c1::geo experiments}} or {{c2::Offer}holdout/control groups}}.

Marginal ROAS (added)

“Marginal ROAS” estimates return on the {{c1::next dollar}} spent, not the average.

Full-funnel measurement (added)

Upper-funnel success may show up as rising {{c1::brand search}} or improved {{c2::retargeting CVR}} later.

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8) Testing, learning, optimization 🔬

A/B test

A/B testing compares two variants under controlled conditions to isolate {{c1::one change}}.

Creative testing

Creative testing systematically tests multiple {{c1::hooks}}, {{c2::formats}}, and {{c3::angles}}.

Learning phase (Meta)

Learning phase = period where delivery is stabilizing as the system gathers enough {{c1::conversion data}}.

Scaling

Scaling = increasing spend while maintaining efficiency ({{c1::CPA}} / {{c2::ROAS}}).

Vertical vs horizontal scaling

Vertical scaling = raise budgets on {{c1::winners}}; horizontal scaling = expand {{c2::audiences/creatives/placements}}.

Optimization levers

Core levers: {{c1::creative}}, {{c2::targeting}}, {{c3::bidding/budget}}, {{c4::landing page}}.

Statistical caution (added)

Don’t judge tests on tiny samples; wait for enough {{c1::conversions}} (or stable spend) to reduce noise.

Creative refresh cadence (added)

If frequency climbs and CTR falls, you often need a {{c1::creative refresh}} more than a targeting overhaul.

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9) Google Ads “extras” (added but highly relevant) 🔎

Keywords

In Search, you target {{c1::keywords}} that map to user queries.

Match types

Common match types: {{c1::broad}}, {{c2::phrase}}, {{c3::exact}}.

Search term vs keyword

A “search term” is what the user {{c1::typed}}; a “keyword” is what you {{c2::bid on}}.

Negative keywords

Negative keywords prevent your ads from showing on {{c1::irrelevant queries}}.

Quality Score (concept)

Quality Score reflects expected {{c1::CTR}}, {{c2::ad relevance}}, and {{c3::landing page experience}}.

Ad FatigueRank (concept)

If

youAd notice a performance decline because your audience has seen the exact same creative too many times (indicated by high Frequency), your adRank is sufferingdriven fromby {{c1::Adbid}} Fatigue}and {{c2::quality}} (and extensions/format impact).

TheExtensions Funnel/ assets

In

aSitelinks, typicalcallouts, marketingstructured funnel,snippets are {{c1::TOF}assets}} representsthat awarenesscan (top),improve {{c2::MOF}} represents consideration (middle),CTR and {{c3::BOF}} represents conversion (bottom).rates.

AudiencePerformance IntentMax Temperatures(high-level)

Audiences

thatPerformance haveMax neverdistributes interactedads withacross youmultiple areGoogle networks using {{c1::Cold}assets}}, thoseand whoconversion havegoals. engaged previously are

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10) Meta “extras” (added but highly relevant) 🟦

Placements: Advantage+ (concept)

Automatic placements let the system choose {{c2:c1::Warm}where}}, andto high-intentdeliver usersfor (likebest cartresults. abandoners) are {{c3::Hot}}.

ProspectingEvent vs.prioritization Incrementality(concept)

Reaching

completelyWhen new peopledata is calledlimited, you may need to prioritize key events like {{c1::Prospecting}Purchase}}. Measuring whether conversions happened specifically *because* of your ads (and wouldn't have occurred naturally) is assessingover {{c2::Incrementality}ViewContent}}.

Testing VariationsBreakdowns

Comparing

two variantsBreakdowns (likeage, twoplacement, landingdevice) pages)help underidentify controlled conditions is anwhere {{c1::A/BCPA}} Testis /high Splitor Test}{{c2::ROAS}}, whereasis systematicallystrongest. testing formats and hooks

Creative fatigue signal

Rising CPM + falling CTR often suggests {{c1::creative wear-out}} or weakened relevance.

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11) Quick “equation” cards (fast recall) ⚡

CPM intuition

High CPM usually means the audience is {{c1::expensive/competitive}} or the ad quality is {{c2::Creativeweaker}} Testing}}(platform dependent).

TheROAS Learning Phasedrivers

The

initialROAS periodimproves where an ad platform's delivery system is stabilizing and gathering performance data is known as thewhen {{c1::LearningAOV}} Phase}increases, {{c2::CVR}}. increases, or {{c3::CPA}} decreases.

ScalingCPA Campaignsdrivers

Increasing

adCPA spend≈ while({{c1::CPC}} maintaining÷ efficiency{{c2::CVR}}) as a rough mental model.

CTR meaning

CTR is knownmainly asa measure of {{c1::Scaling}}.creative-message Raising budgets directly on winning ads is {{c2::Vertical}fit}} scaling,for whilea expandinggiven toaudience/placement. new audiences or formats is {{c3::Horizontal}} scaling.

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