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)Account Structure & campaignCore organizationBuilding 🧱Blocks

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1. An

   Hierarchyads (Meta)

   {{c1::Account /
2. MetaBusiness Manager}} is

organizedthe as“container” Campaignthat →holds {{c2::billing}}, {{c3::users/permissions}}, and tracking assets like a {{c4::pixel/tag}}. A {{c1::Campaign}} usually contains the highest-level {{c2::objective/goal}} plus broad settings like {{c3::budget strategy}}. In Meta, the middle layer is the {{c1::Ad Set}}; →in Google Search/Display it’s typically the {{c2::Ad}}.

Hierarchy (Google Search/Display)

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

Whatsettings livesusually where (rule of thumb)

Objective is typically setlive at the {{c1::campaign}Ad Set / Ad Group}} level;level targeting & budget controls often live at(not the {{c2::ad set/ad group}ad/creative}} level. level). The

Account container

A Google Ads account / Meta Business Manager is the {{c1::“container”Ad / Creative}}} thatis holdswhat billing,people users/permissions,actually tracking, and campaigns.

Creative definition

“Creative” = the {{c1::asset (image/video)}} + thesee: {{c2::messaging (copy/headline)image/video}}} + the, {{c3::headline/copy}}, and a {{c4::CTA}}. A platform

Objective / goal

The “objective”{{c1::Objective}} tells the platformsystem what to {{c1::optimize delivery toward}}for (e.g., purchases,{{c2::purchases}}, leads){{c3::leads}}, {{c4::landing page views}}). Good naming conventions

Campaignreduce vs ad

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

Ad formats (added)

Common formatschaos: include {{c1::single image/video}objective}}, {{c2::carousel}audience}}, and {{c3::collection}creative angle}} in names to make reporting faster. To avoid messy tests, change {{c1::one major variable at a time}} (platform-dependent).e.g., audience or creative) instead of {{c2::multiple}} at once.

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2)🎯 Targeting,Audiences, audiences,Targeting placements& 🎯Placements

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

reach; {{c2::Targeting}} is how you define/filter that group. Examples

Targeting

of

Targeting usestargeting filters likeinclude {{c1::location}}, {{c2::age}}, {{c3::interests/behavior}language}}, and {{c4::device}interests/behaviors}}.

Placements

“Placements” = {{c1::where}Custom Audiences (Meta)}} and {{c2::Customer Match (Google)}} are built from your {{c3::own data}} ads(e.g., appearemail (Feed,list, Stories, Search results, YouTube in-stream, etc.)visitors). {{c1::Remarketing/Retargeting}} means

Remarketing / retargeting

Retargeting = ads shownadvertising to people who already {{c1:c2::already interacted}} (visited site, added to cart, watched video).

Custom audience / customer match

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

Lookalike / similar

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

Warmth levels

“Cold” = {{c1::nowhere priorthe interaction}};ad “Warm”appears =(e.g., Instagram {{c2::engaged/visited}Feed/Stories/Reels}}; “Hot”or =YouTube {{c3::high intent}in-stream}} (cart/checkout, prior leads)). {{c1::Frequency}} is

Frequency

Frequency =the average number of times a person{{c2::person}} saw your ad in a period—often used to watch for {{c1:c3::givenad period}fatigue}}. A classic retargeting

Ad fatigue

Ad fatigue often appears whenladder: {{c1::frequencyproduct rises}viewers}} and key metrics like→ {{c2::CTR}add-to-cart}} drop→ {{c3::checkout}} (higher intent as you go). Cold / Warm / Hot audiences map to intent: {{c1::never interacted}}, {{c2::engaged/visited}}, {{c3::high intent}}. “Prospecting” focuses on {{c1::new people}}; “retargeting” focuses on {{c2::people who already showed intent}}. Audience size impacts delivery: too {{c1::small}} can limit scale; too {{c2::broad}} can make messaging less relevant. In many platforms, you can exclude prior buyers to reduce wasted spend: exclude {{c1::Purchase}} event or {{c3:c2::CPA}customer list}} increases. . Placement

Exclusionsstrategy (added)

trade-off:

more placements

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

Audience overlap (added)

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

lower CPMs, but

Geotargeting nuance (added)

“Presence” targeting shows ads to peopleless {{c1:c2::physicallycreative in}control}} the location (vs “interested in”).

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3)💸 Budgeting, Bidding, budgets,Auctions auctions& 💸Pacing

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21. A

    {{c1::Daily vsbudget}} lifetimespends budget
22. Daily budget ≈an average per day; lifetimea budget{{c2::Lifetime =budget}} caps total spend across the {{c1::scheduled run}}.

schedule. In

Auction

an

An auction is the real‑time process that decidesad {{c1::whichauction}}, adwinners shows}are determined by factors like {{c2::bid}}, {{c2:c3::topredicted whom}performance}}, and {{c3:c4::at what price}relevance/quality}}.

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”Maximize}}” aimsstrategies aim to get the most results for your budget, rather than holding a fixed {{c2::CPA}}. “{{c1::the most results}} for a given budget.

Cost cap / Target CPA

CPA}}”

Cost cap / Target CPA aimstries to keep average cost pernear resulta neartarget, potentially reducing {{c2::delivery/volume}}. A {{c1::aROAS target}}.

ROAS target

ROAS biddingstrategy optimizes toward arevenue efficiency instead of just minimizing {{c2::CPA}}. {{c1::revenue-to-spend}Pacing}} goal.

Pacing

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

Budget fragmentation (added)

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

Learning stability (added)

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

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4) Metrics & performance language 📊

Impression

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

Reach

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

Clicks

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

CTR

CTR = {{c1::clicks}} ÷time: {{c2::impressions}smooth}}. vs

CPC

CPC =more {{c1:c3::spend}front-loaded}} ÷ {{c2::clicks}}(platform-dependent).

CPM

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

Conversion

• A conversioncommon isscaling therule: desiredincrease actionbudget gradually (e.g., {{c1::purchase}10–30\%},} steps) to avoid destabilizing delivery/learning.

If performance collapses right after a big budget jump, you may have reset/extended the {{c1::learning phase}} or changed auction dynamics. Bids can be influenced by value: if you track purchase value, you can optimize for {{c1::conversion value}} rather than just {{c2::lead}count}}.

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📊 Metrics & Math (Performance Language)

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An {{c1::Impression}} is one instance of an ad being shown; {{c2::Reach}} counts unique people who saw it. {{c1::CTR}} = {{c2::Clicks ÷ Impressions}}. {{c1::CPC}} = {{c2::Spend ÷ Clicks}}. {{c1::CPM}} = cost per {{c2::1,000 impressions}}. A {{c1::Conversion}} is a desired action like {{c2::purchase}}, {{c3::lead}}, or {{c4::signup}}).

CVR

CVR = {{c1::conversions}CVR}} ÷is often {{c2::clicks}Conversions ÷ Clicks}} (or sometimes ÷ sessions, depending on reporting)setup).

CPA / CPL

{{c1::CPA/CPLCPL}} = {{c2::Spend ÷ Conversions/Leads}}. {{c1::spend}ROAS}} ÷= {{c2::conversions/leads}Revenue attributed to ads ÷ Ad spend}}. Example:

ROAS

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

ROAS example

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

AOV{{c1::AOV}} = {{c1:c2::revenue}}Revenue ÷ {{c2::numberNumber of orders}}. LTV/CLV

LTV/CLV = expected total value of a customer over {{c1::theirLTV/CLV}} lifetime}}.estimates customer value Relationshipover (added)

Profit per order depends on {{c1::AOV}}time and {{c2::margin}};helps scalingdecide dependshow 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 typicallyhigh a {{c2::laggingCPA}} indicator}can be while staying profitable. Profit-aware thinking: break-even ROAS ≈ {{c1::1 ÷ gross margin}} (e.g., 50% margin → {{c2::ROAS 2.0}}). A quick sanity check: if CTR is fine but CVR is low, the bottleneck is often the {{c1::landing page}} or {{c2::offer}}. If CPM spikes but CTR stays stable, you may be hitting higher competition or a narrower {{c1::audience}}. If CPC rises while CPM is stable, CTR likely {{c1::dropped}} (since CPC is influenced by {{c2::CTR}}). Always align the “conversion” you optimize for with your goal: optimizing for {{c1::clicks}} rarely maximizes {{c2::sales}}.

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5)🧭 Tracking, events,Events, attributionUTMs 🧩& Attribution

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46. Pixel / tag
47. A pixel/tag is code installed to {{c1::trackPixel events}(Meta)} and {{c2::build audiences}}.

Event

An event is a tracked action like {{c1::PageView}} / {{c2::Tag (Google)}} is site code that tracks events and builds audiences. Common events include {{c1::PageView}}, {{c2::AddToCart}} /, {{c3::Purchase}}, and {{c4::Lead}}.

{{c1::UTM parameters

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

Attribution

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

Click-through vs view-through

Click-through credit happens after a {{c1::click}}; view-through credit can happen after an {{c2::impression}utm_source}}. and {{c3::utm_campaign}} used

Attributionfor window

analytics

Attribution window = how far back the platform lookstools (e.g., {{c4::GA4}}). Attribution is the rule for assigning credit for conversions to ads, like {{c1::last-click}} or {{c2::data-driven}}. {{c1::Click-through}} attribution credits conversions after a click; {{c2::view-through}} credits conversions after an impression (no click). An {{c1::attribution window}} might be “{{c2::7-day click}}, / {{c2:c3::1-day view}})” (platform dependent). {{c1::Conversion API (Meta CAPI)}} / {{c2::Enhanced Conversions (Google)}} are {{c3::server-side}} methods to improve measurement when browsers block cookies. A

Last-clickcommon vstracking data-drivenmistake: counting the wrong event (added)

e.g.,

optimizing Last-click gives most credit to thefor {{c1::finalPageView}} touchpoint}};instead data-driven usesof {{c2::modeled contribution}Purchase}}). UTMs help reconcile

Conversionplatform APIreports /with Enhancedanalytics: Conversions

platform

Server-side tracking helps when browser tracking is limited (cookies/consent) by sending eventsmay {{c1::fromovercount}} yourrelative server}to GA4 due to differing {{c2::attribution}}. Better signal quality

Deduplicationoften (added)

comes

from When using pixel + server events, you mustsending {{c1::deduplicate}value}} toand avoid{{c2::currency}} double-countingwith conversions.purchase events, not just “purchase = true.” “Deduplication”

First-partymeans datapreventing (added)

double

counting when

Email/SMS lists and on-site events areboth {{c1::first‑partybrowser data}pixel}}, increasingly valuable as tracking tightens.

Consent mode (added)

Consent settings can reduce observed conversions and increase {{c1:c2::modeledserver reporting}events}}.

fire.

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6)🧠 Creative, messaging,Copy, landingLanding pagesPages ✍️& Offers

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57. Copy
58. Ad copy“{{c1::Creative}}” includes the asset (image/video) plus {{c2::messaging}} and {{c3::format}}.

“{{c1::Copy}}” includes the {{c2::primary text}}, {{c2:c3::headline}}, and sometimesoptional {{c3:c4::description}}. A {{c1::CTA}} is

CTA

the

CTA = “call to action”prompt/button (e.g., {{c1:c2::Shop Now}}, {{c2:c3::Learn More}}).

Landing page

Landing page = the page users reach afterThe {{c1::clicking}Landing Page}} is where users arrive after clicking; it must match the ad’s {{c2::promise}}.

Offer

Offer = theAn {{c1::Offer}} is the value 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 improveproposition: {{c2::CVR}}.

Creative angles (added)

Common angles: {{c1::problem/solution}}, {{c2::social proof}discount}}, {{c3::before/after}free trial}}, {{c4::urgency}free shipping}}. {{c1::Ad fatigue}} often shows up as falling {{c2::CTR}} and/or rising {{c3::CPA}} at similar frequency. Good

Hookcreative testing varies {{c1::hooks}} (added)

first

1–2 seconds / headline), not just colors or minor tweaks. Message match: if the ad sells “{{c1::20\% off}},” the landing page should show {{c2::the same offer}} immediately. In short-form video, the first {{c1::1–2–3 seconds}} often determine performance.whether users keep watching, impacting overall {{c2::performance}}.

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7)🧩 Funnel Strategy & strategyIncrementality

🧭

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66. A

    Funnel stages
67. TOF =marketing {{c1::awareness}funnel}}; MOFoften =uses {{c2::consideration}TOF}}; BOF =(awareness), {{c3::conversion}MOF}} (consideration), and {{c4::BOF}} (conversion).
68. TOF

creatives typically

Prospecting

optimize

for Prospectingattention; =BOF reachingcreatives emphasize {{c1::new people}proof}} (coldand audiences).{{c2::offer}} to drive action.

Retargeting

• Retargeting =usually re-engagingworks peoplebest whowhen alreadysegmented by {{c1::showedrecency}} intent}}(e.g., 1–7 days vs 8–30 days).

Incrementality

Incrementality“{{c1::Incrementality}}” asks: how many conversions happened {{c1:c2::because of ads}} vs would have happened anyway? A simple incrementality

Holdoutapproach: testrun (added)

Incrementality can be measured viaa {{c1::geo experiments}holdout}} or(no-ads) group and compare to an {{c2::holdout/controlexposed}} groups}}. group.

Marginal ROAS (added)

“Marginal ROAS” estimates returnOver-relying on thelast-click can undervalue TOF; data-driven models try to account for {{c1::next dollar}assist}} spent, not the average.

Full-funnel measurement (added)

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

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8)🧪 Testing, learning,Learning optimizationPhase 🔬& Optimization

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72. An

    {{c1::A/B test
73. A/B testingtest}} compares two variants under controlled conditions to(e.g., isolatesame audience, different {{c2::creative}}).

A clean A/B test changes {{c1::one change}variable}} and keeps everything else {{c2::constant}}. In Meta,

Creative testing

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

Learning phasePhase}} (Meta)

is

Learning phase = period wherewhen delivery is stabilizing as the system gathers enoughconversion data. Too many edits (budget, targeting, creative) can keep campaigns in {{c1::conversionlearning}} data}}.and reduce stability. “{{c1::Scaling}}”

Scaling

Scaling =means increasing spend while maintaining efficiency ({{c1::CPA}} /like {{c2::CPA}} or {{c3::ROAS}}).

Vertical vs horizontal scaling

Vertical scaling = raise budgets on {{c1::winners}Vertical scaling}}; horizontal scaling = expandincrease budget on winners; {{c2::horizontal scaling}} = add new audiences/creatives/placements}}. placements.

Optimization levers

usually Core levers:include {{c1::creative}}, {{c2::targeting}}, {{c3::bidding/budget}}, and {{c4::landing page}}. Diagnosing issues: if

StatisticalCTR cautionis (added)

low,

Don’t judge tests on tiny samples; wait for enoughfix {{c1::conversions}creative/message}}; (orif stableCVR spend)is tolow, reducefix noise.{{c2::landing page/offer}}. Always

Creativeevaluate refreshchanges cadencewith (added)

enough

data: Ifavoid frequencyoptimizing climbs and CTR falls, you often need aon {{c1::creativetiny refresh}sample sizes}} morethat thancreate afalse targeting overhaul. “winners.”

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9)🔁 Google vs Meta (Quick Translations)

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Meta structure: {{c1::Campaign → Ad Set → Ad}}. Google Ads “extras”structure: (added{{c1::Campaign but→ highlyAd relevant)Group 🔎→

Ad}}. Meta

Keywords

uses

{{c1::Pixel}} and {{c2::CAPI}}; Google uses {{c3::Tags}} and {{c4::Enhanced Conversions}}. InGoogle Search,Search youcampaigns targetrevolve around {{c1::keywords}} thatand map{{c2::match types}} (in contrast to userMeta’s queries.interest/behavior targeting emphasis). Google

Matchnetworks types

can

Common match types:include {{c1::broad}Search}}, {{c2::phrase}Display}}, {{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}YouTube}}, and {{c3:c4::Shopping/Performance Max}}. YouTube “in-stream” is a {{c1::placement/format}} where ads run {{c2::during videos}}.

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➕ Practical Extras (Common Terms That Fit the Topic)

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{{c1::Quality / relevance}} affects auction outcomes: better expected performance can reduce effective {{c2::cost}}. {{c1::Creative angle}} = the “why buy” frame (e.g., convenience vs status); testing angles often beats micro-optimizing {{c2::design}}. {{c1::Hook}} = opening line/visual that stops the scroll; it strongly influences {{c2::thumb-stop rate}} (attention). {{c1::Social proof}} (reviews, UGC, testimonials) often improves BOF performance by reducing {{c2::risk}}. A {{c1::Lead magnet}} (guide, checklist) can increase lead volume but may reduce lead {{c2::quality}} if the offer is too broad. {{c1::Friction}} on the landing page experience}(slow load, long forms) typically lowers {{c2::CVR}}. {{c1::Landing page speed}} impacts conversion rate; even a 1–2 second delay can reduce {{c2::results}}. A

Adgood RankKPI hierarchy: {{c1::North Star}} (concept)

profit/ROAS)

Ad Rank is drivensupported by {{c2::leading indicators}} (CTR, CPC, CVR). “{{c1::bid}Frequency cap}}” (where available) limits how often one person sees an ad to reduce {{c2::fatigue}}. “{{c1::Audience overlap}}” can cause your ad sets to compete against each other, pushing {{c2::CPM}} up. A “{{c1::Conversion}}” should be measurable and aligned; optimize for {{c2::Purchase}} if you want revenue, not just {{c3::AddToCart}}. “{{c1::Offline conversions}}” (e.g., in-store sales) can be imported so platforms optimize beyond {{c2::website-only}} outcomes. A good reporting habit: compare platform ROAS with {{c1::blended ROAS}} (total revenue ÷ total ad spend) to avoid tunnel vision. Sustainable scaling often requires expanding {{c1::creative volume}} and {{c2::quality}offer variety}}, (andnot extensions/formatonly impact).increasing

Extensions / assets

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

Performance Max (high-level)

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

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

Placements: Advantage+ (concept)

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

Event prioritization (concept)

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

Breakdowns

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

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::weaker}} (platform dependent).

ROAS drivers

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

CPA drivers

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

CTR meaning

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

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Want these as import-ready notes?

Telltell me whichyour format you prefer:

One Note Typeplatform with(Meta a/ “Front”Google field/ containingTikTok), the cloze text, or TSV/CSVgoal ready to import (with tags like ads::metrics, ads::attribution, etc.)sales/leads), and whetherbusiness youtype, wantI shortcan orgenerate longa cards.second batch focused on the exact terminology and scenarios you’ll encounter day-to-day (plus “gotchas”) ✅