C-D
campaign: A set of ad groups in a single ad account that share a budget, time span, targeting, and other settings. Note: Baidu doesn’t have the concept of campaigns, but Search, Social, & Commerce creates pseudo-campaigns for each set of related ad groups in existing Baidu accounts that are synched within Search, Social, & Commerce.
case-sensitive field: A case-sensitive field or query treats uppercase letters (such as C) differently than lowercase letters (such as c). For example, Car is treated as a different value than car.
click: A single user click on or within an online ad.
click lookback window: An advertiser-level setting that specifies the number of days after a paid click in an event series occurs in which the click can be attributed to a conversion.
click time: The time at which an end user with a unique IP address first clicks an ad in the ad network.
click-through rate: (CTR) The number of clicks divided by the number of impressions on an ad. Ads that are most relevant to the search query have the highest click-through rates.
click-tracking URL: A tracking template or a destination URL with embedded code to track clicks on a keyword, ad variation, or placement.
constraint: (Advertisers with portfolios; applicable for bid units in standard portfolios only) A rule for bidding on a specific keyword or ad. It overrides any portfolio-level limits and the recommended bidding strategy.
conversion: The completion of an action after an end user clicks an ad, usually captured as a metric. Examples include registrations and purchases, and they can represent counts or monetary amounts. A conversion can consist of one or more transaction events, but the terms “conversion” and “transaction” are often used interchangeably.
conversion tracking: Conversion tracking uses cookies to track a) clicks on an advertiser’s ads on the ad networks and b) the resulting transactions on the advertiser’s website.
cost accuracy: (Advertisers with portfolios) The actual spend for a portfolio divided by the forecasted spend. Model accuracy reports indicate the accuracy of the cost models that are used for optimization, and the Model Accuracyinsight includes more details, in addition to recommendations to improve model accuracy.
cost model: (Advertisers with portfolios) Search, Social, & Commerce technology that predicts cost volume, the bid required to win each position or placement, and the CPC (search) or CPM (display) for each bid unit using historical data and mathematical forecasting techniques.
cost model coverage: (Advertisers with portfolios) The number and/or percentage of bid units in CPC or eCPC campaigns that have received at least one impression in the last seven days so that the optimization capability can build cost models. Not all bid units have cost models; the bid units with cost models count toward the cost model coverage.
cost model half-life: (Advertisers with portfolios) The number of days before the current date for which the cost data is considered more recent and therefore more relevant for cost models.
cost per 1000 impressions: (CPM) The cost of an ad for each one thousand impressions. Advertisers using a CPM pricing model pay by impressions rather than by clicks.
cost per acquisition: (CPA) The cost of an ad divided by the number of conversions. Also called cost per transaction (CPT) or cost per order (CPO).
cost per click: (CPC) 1) The cost of an ad divided by the total number of clicks for the ad. For example, if you spend 100 USD for an ad impression and the ad generates 10 clicks, then the cost per click is 100 USD/10=10 USD per click. 2) A pricing model in which advertisers are charged for each ad click.
cost per order: (CPO) The cost of an ad divided by the number of orders. Also called cost per acquisition (CPA) or cost per transaction (CPT).
cost per transaction: (CPT) The cost of an ad divided by the number of transactions. Also called cost per acquisition (CPA).
CPA: See “cost per acquisition.”
CPC: See “cost per click.”
CPM: See “cost per 1000 impressions.”
CPO: See “cost per order.”
CPT: See “cost per transaction.”
CSV: A file format consisting of comma-separated values (CSV).
CTR: See “click-through rate.”
E-F
eCPM: The effective CPM, or the average cost paid per 1000 impressions during a specified date range. eCPM values can be calculated for either CPM or CPC campaigns.
G-H
half-life: The time required for a quantity to decrease to half of its initial value. For each portfolio, you can specify half-lives to indicate how long data is relevant for cost models and revenue models.
See “cost model half-life” and “revenue model half-life.”
I-J
impression: A single display of an ad on a webpage, mobile app, or other delivery medium. A user doesn’t have to view or click the ad for it to count as an impression.
impression lookback window: (Display and social campaigns only) An advertiser-level setting that specifies the number of days after an ad impression occurs that the impression can be attributed to a conversion.
impression override weight: A specified percentage of a conversion value to attribute to impressions that occur within the client’s impression lookback window when the conversion is preceded by both paid clicks and impressions. When a conversion is preceded only by impressions, the advertiser’s view-through weight, rather than the impression override weight, is applied to the impressions.
K-L
keyword: A word or phrase associated with an ad.
keyword constraint: See “constraint.”
label classification: A way to group your account components into meaningful sets. A label classification can contain multiple label values, which denote attributes. For example, a “Geo” label classification could include values for different geographical regions.
label value: An element of a label classification. It can be assigned as a tag to ad campaigns and campaign entities so you can filter performance data and reports by label or configure optional constraints on bid units associated with the label.
landing page URL: The URL of the advertiser’s webpage that opens when the end user clicks an ad.