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Anki Cloze Cards — Online Advertising Terminology 📣

Below are 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 good amount of “fits well” material: Quality Score, match types, pixels vs server events, auction factors, lift testing, etc.)

1) Structure & campaign organization 🧱

  1. Hierarchy (Meta)

    • Meta is organized as Campaign → {{c1::Ad Set}} → {{c2::Ad}}.

  2. Hierarchy (Google Search/Display)

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

  3. 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.

  4. Account container

    • A Google Ads account / Meta Business Manager is the {{c1::“container”}} that holds billing, users/permissions, tracking, and campaigns.

  5. Creative definition

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

  6. Objective / goal

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

  7. Campaign vs ad

    • A campaign defines strategy/optimization, while an ad defines {{c1::what people see}}.

  8. Ad formats (added)

    • Common formats include {{c1::single image/video}}, {{c2::carousel}}, and {{c3::collection}} (platform-dependent).

2) Targeting, audiences, placements 🎯

  1. Audience

    • An audience is the {{c1::group of people}} you want to reach.

  2. Targeting

    • Targeting uses filters like {{c1::location}}, {{c2::age}}, {{c3::interests/behavior}}, {{c4::device}}.

  3. Placements

    • “Placements” = {{c1::where}} ads appear (Feed, Stories, Search results, YouTube in-stream, etc.).

  4. Remarketing / retargeting

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

  5. Custom audience / customer match

    • Built from your {{c1::first‑party data}} (email list, site visitors, app users).

  6. Lookalike / similar

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

  7. Warmth levels

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

  8. Frequency

    • Frequency = average times a person saw your ad in a {{c1::given period}}.

  9. Ad fatigue

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

  10. Exclusions (added)

    • To avoid wasted spend, you can {{c1::exclude}} recent purchasers from prospecting.

  11. Audience overlap (added)

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

  12. Geotargeting nuance (added)

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

          3) Bidding, budgets, auctions 💸

          1. Daily vs lifetime budget

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

          2. Auction

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

          3. What influences auctions (added)

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

          4. Bidding strategy: lowest cost

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

          5. Cost cap / Target CPA

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

          6. ROAS target

            • ROAS bidding optimizes toward a {{c1::revenue-to-spend}} goal.

          7. Pacing

            • Pacing = how spend is distributed over {{c1::time}} (smooth vs accelerated).

          8. Budget fragmentation (added)

            • Too many ad sets with small budgets can prevent {{c1::stable learning}} and slow optimization.

          9. Learning stability (added)

            • Big edits (budget/targeting/creative) can {{c1::reset learning}} or destabilize delivery.

          4) Metrics & performance language 📊

          1. Impression

            • An impression = one time an ad is {{c1::shown}}.

          2. Reach

            • Reach = number of {{c1::unique people}} who saw the ad.

          3. Clicks

            • Clicks = users who {{c1::clicked}} the ad (site, app store, call, etc.).

          4. CTR

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

          5. CPC

            • CPC = {{c1::spend}} ÷ {{c2::clicks}}.

          6. CPM

            • CPM = cost per {{c1::1,000 impressions}}.

          7. Conversion

            • A conversion is the desired action (e.g., {{c1::purchase}}, {{c2::lead}}, {{c3::signup}}).

          8. CVR

            • CVR = {{c1::conversions}} ÷ {{c2::clicks}} (or ÷ sessions, depending on reporting).

          9. CPA / CPL

            • CPA/CPL = {{c1::spend}} ÷ {{c2::conversions/leads}}.

          10. ROAS

          • ROAS = {{c1::revenue attributed}} ÷ {{c2::ad spend}}.

          1. ROAS example
          • ROAS 3.0 means \${{c1::3}} revenue for each \\${{c2::1}} spent.
            1. AOV
            • AOV = {{c1::revenue}} ÷ {{c2::number of orders}}.
              1. LTV/CLV
              • LTV/CLV = expected total value of a customer over {{c1::their lifetime}}.
                1. Relationship (added)
                • Profit per order depends on {{c1::AOV}} and {{c2::margin}}; scaling depends heavily on {{c3::LTV}}.
                  1. Engagement metrics (added)
                  • Video view rate and watch time often proxy {{c1::creative resonance}} in awareness campaigns.
                    1. Leading vs lagging (added)
                    • CTR is often a {{c1::leading indicator}}; ROAS is typically a {{c2::lagging indicator}}.

                      5) Tracking, events, attribution 🧩

                      1. Pixel / tag

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

                      2. Event

                        • An event is a tracked action like {{c1::PageView}} / {{c2::AddToCart}} / {{c3::Purchase}}.

                      3. UTM parameters

                        • UTMs are URL tags like utm_source and utm_campaign used in {{c1::analytics tools}} (e.g., GA4).

                      4. Attribution

                        • Attribution = rules for assigning {{c1::credit}} for a conversion.

                      5. Click-through vs view-through

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

                      6. Attribution window

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

                      7. Last-click vs data-driven (added)

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

                      8. Conversion API / Enhanced Conversions

                        • Server-side tracking helps when browser tracking is limited (cookies/consent) by sending events {{c1::from your server}}.

                      9. Deduplication (added)

                        • When using pixel + server events, you must {{c1::deduplicate}} to avoid double-counting conversions.

                      10. First-party data (added)

                      • Email/SMS lists and on-site events are {{c1::first‑party data}}, increasingly valuable as tracking tightens.

                          6) Creative, messaging, landing pages ✍️

                          1. Copy

                            • Ad copy includes {{c1::primary text}}, {{c2::headline}}, and sometimes {{c3::description}}.

                          2. CTA

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

                          3. Landing page

                            • Landing page = the page users reach after {{c1::clicking}}.

                          4. Offer

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

                          5. Message match (added)

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

                          6. Friction (added)

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

                          7. Creative angles (added)

                            • Common angles: {{c1::problem/solution}}, {{c2::social proof}}, {{c3::before/after}}, {{c4::urgency}}.

                          8. Hook (added)

                            • In short-form video, the first {{c1::1–3 seconds}} often determine performance.

                          7) Funnel & strategy 🧭

                          1. Funnel stages

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

                          2. Prospecting

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

                          3. Retargeting

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

                          4. Incrementality

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

                          5. Holdout test (added)

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

                          6. Marginal ROAS (added)

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

                          7. Full-funnel measurement (added)

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

                          8) Testing, learning, optimization 🔬

                          1. A/B test

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

                          2. Creative testing

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

                          3. Learning phase (Meta)

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

                          4. Scaling

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

                          5. Vertical vs horizontal scaling

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

                          6. Optimization levers

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

                          7. Statistical caution (added)

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

                          8. Creative refresh cadence (added)

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

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

                          1. Keywords

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

                          2. Match types

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

                          3. Search term vs keyword

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

                          4. Negative keywords

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

                          5. Quality Score (concept)

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

                          6. Ad Rank (concept)

                            • Ad Rank is driven by {{c1::bid}} and {{c2::quality}} (and extensions/format impact).

                          7. Extensions / assets

                            • Sitelinks, callouts, structured snippets are {{c1::assets}} that can improve CTR and conversion rates.

                          8. Performance Max (high-level)

                            • Performance Max distributes ads across multiple Google networks using {{c1::assets}} and conversion goals.

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

                          1. Placements: Advantage+ (concept)

                            • Automatic placements let the system choose {{c1::where}} to deliver for best results.

                          2. Event prioritization (concept)

                            • When data is limited, you may need to prioritize key events like {{c1::Purchase}} over {{c2::ViewContent}}.

                          3. Breakdowns

                            • Breakdowns (age, placement, device) help identify where {{c1::CPA}} is high or {{c2::ROAS}} is strongest.

                          4. Creative fatigue signal

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

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

                          1. CPM intuition

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

                          2. ROAS drivers

                            • ROAS improves when {{c1::AOV}} increases, {{c2::CVR}} increases, or {{c3::CPA}} decreases.

                          3. CPA drivers

                            • CPA ≈ ({{c1::CPC}} ÷ {{c2::CVR}}) as a rough mental model.

                          4. CTR meaning

                            • CTR is mainly a measure of {{c1::creative-message fit}} for a given audience/placement.

                          Want these as import-ready notes?

                          Tell me which format you prefer:

                          1. One Note Type with a “Front” field containing the cloze text, or
                          2. TSV/CSV ready to import (with tags like ads::metrics, ads::attribution, etc.), and whether you want short or long cards.
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