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About Tyroo and Smile group: https://smile.co.in/ / https://www.tyroo.com/

Digital Marketing and Ad-Tech Important Terms

Ad Inventory

Ad inventory refers to the number of ad impressions available for sale on a publisher’s website or mobile app.
In other words, these are the commodities available for the advertisers to buy on the website.

Anchor Ads

Anchor ads or also known as sticky ads. These are ads that stay fixed at a particular position on the screen even
while the user scrolls up or down on the page.

Bumper Ads

These are very short video ads (6 secs) that are inserted on videos either before, during, or after the video.

Interstitial Ads

Interstitial ads are full-page ads that tend to serve during transition points within a web page or mobile app. The
ads are loaded in an iframe that displays over the content of the current app or page.

Native Ads

Native ads are ads that tend to blend in with the content of the page. They are often designed similar to web
page content to provide a seamless experience to users and behave very similar to content from the publisher’s
website.

Video Ads

Video ads are ads that display within video formats. Many different variations and types of video ads exist.
They can serve before, during, or after the video plays.

Display Ads

Display ads are a term used for traditional banner advertisements that serve on mobile or desktop web pages.
Like video ads, many variations, types, and sizes exist.

Geotargeting

Geotargeting is the process of showing ads to users based on geographical factors such as device location and
zip codes.

CTR

CTR is known as the click-through rate and relates to how many times users clicked on an ad divided by the
number of times that ad was displayed to users.
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CPM

CPM is known as the cost per thousand impressions and an advertiser relates to the cost of showing an ad for
1000 served impressions. For a publisher displaying CPM ads, they will earn ad revenue every time a user
views that ad.

eCPM

eCPM is known as the effective cost per thousand impressions and is a metric used by publishers to determine
the actual rate they’re earning from their ad inventory. eCPM is calculated by taking your (total ad
earnings/impressions) x 1000. Read more about it here.

CPV

CPV is known as cost per view and is a metric used with video advertising. Advertisers pay as soon as the video
starts playing and the user watches it without any guaranteed view time. CPV can be calculated as the total
cost / total views.

RPM

RPM is known as revenue per 1000 impressions and relates to the estimated ad earnings you could receive per
1000 ad impressions. RPM is calculated as estimated earnings/pageviews or impressions x 1000.

Fill Rate

The fill rate refers to how many ads were shown compared to the number of ad requests that were made. Fill
rate can be calculated as impressions/ad requests. Higher fill rates generally result in more ad revenue for
publishers. Find out how to maximize fill rate here.

AdSense

Google AdSense is an ad network that allows web publishers to monetize their website traffic with text, image,
video, and native ads.

In-app advertising

This is advertising that happens within a mobile app ecosystem and can include different types of ads such as
banner, interstitial, native and video ads.

Real-time bidding (RTB)

Real-time bidding is a technology-driven auction process where ad impressions are bought and sold almost
instantaneously. Once an advertiser wins a bid for an ad impression, their ad is shown on a website. Real-time
bidding plays a crucial part in the digital advertising ecosystem together with other players such as ad
exchanges and supply side platforms. Find out more about real-time bidding here.

GDPR
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GDPR which is also known as the General Data Protection Regulation is a set of personal data regulations
created for EU citizens. It changes the way businesses stores and collects data from its users from the EU. Read
more about GDPR here.

Organic traffic

Organic traffic refers to web traffic derived from either desktop or mobile searches through a search engine
such as Google.

SEO

SEO, also known as Search Engine Optimization, is the process is optimizing a website to rank higher in a
search engine. SEO is merely one of the many methods publishers use to send traffic to their sites.

Google Search Console

Google Search Console, formerly known as Google Webmaster Tools, is a dashboard where publishers can
check their website’s SEO performance within the Google search engine. Publishers can see statistics such as
traffic, clicks, links and more.

Mobile traffic

This refers to traffic that only originates from mobile sources such as phones, tablets, and other smart devices.

Referral traffic

Referral traffic is often reported in Google Analytics and refers to traffic that originates from outside the Google
search engine. This can include when a person clicks on a link from a third-party website that points to your
site.

Direct traffic

This refers to traffic generated on a website that originated from a user typing in the website address directly
into the browser.

A/B Testing (or Split Testing)

A/B testing is used in e-newsletters, email subject lines, social ads, calls-to-action, and landing page copy. A/B
testing, also known as split testing, is when two versions of a landing page are shown to visitors to see which
one performs better. The difference between them can be as minor as a button color or as major as a change in
copy. The main reason to conduct A/B testing is to know which version—of a landing page, CTA, etc.—has the
greater chance of giving you the results you’re looking for.

Churn Rate

Your churn rate is the number of customers you have lost during a particular time period. If you start the month
of April with 100 clients and end with 95, your churn rate would be 5%. This is a very important figure for
renewal-based (membership) businesses.
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Closed-Loop Marketing

Closed-loop marketing takes place when your sales team is reporting to the marketing team about what happens
to the leads they’ve received. Marketing is then able to determine which of their leads’ sources should be
focused on based on their ability to be converted by the sales team.

Click-Through Rate (CTR)

Click-through rate is the number of people that click on a link out of the total number of people who saw the
email, social ad, or call-to-action (CTA) on a website page. For example: Let’s say that we have a CTA on a
blog post, and that CTA was seen by 900 unique people but only 45 people clicked on the CTA. This means
that the click-through rate is 5%.

Conversion Rate

Conversion rate is the percentage of people who take the desired action on your website or social media ads. A
conversion rate doesn’t just mean converting non-customers into customers. It could also include converting a
website visitor into a lead or a marketing-qualified lead (MQL) into a sales-qualified lead (SQL). For example:
You have a Facebook ad running for an upcoming webinar and 10,000 people see that ad but only 1,300 signed
up for the webinar. The ad resulted in a conversion rate of 13%.

Customer Acquisition Cost

Customer acquisition cost is the amount of money it takes to convert one person into a customer. This figure
focuses mainly on marketing costs. When this numerical value is determined, companies can predict how much
they will need to spend in order to generate a desired number of customers.

Customer Lifetime Value (CLTV)

Customer lifetime value is a prediction of how much revenue a customer will bring during their lifetime as your
customer. This measure is used to determine how much a company should or could spend in order to acquire a
new customer.

Off-Page Optimization

Off-page optimization is everything you can do to improve your organic search rankings that does not involve
your actual website. This includes anything you can do to create high-quality backlinks and further drive your
exposure.

On-Page Optimization

On-page optimization involves actions you take on your website to improve your organic search engine
rankings and can include improving meta tags or optimizing your website content.

Backlink
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This is a link that directs users from another website to your page. Collecting quality backlinks is one of the
facets of search engine optimization (SEO), as they are one of the determining factors of a page’s relevancy,
popularity, and/or importance.

BOFU

BOFU stands for bottom of the funnel and is the last stage in the buyer’s journey, the decision stage. When a
lead arrives at the decision stage, they are ready for your sales team. A sales offer such as a demo or a strategy
session is a great offer for a lead at this time.

Bounce Rate

A bounce rate is when a visitor lands on your website and immediately clicks the back button or leaves your
website. They are “bouncing” off your website.

Buyer’s Journey

The buyer’s journey is the process a lead goes through in order to go from awareness to decision. A new lead
has to pass through three stages—Awareness, Consideration, and Decision—in order to be ready to be sold.

Call-to-Action (CTA)

A call-to-action is an instruction for website visitors to take action on a message. The action could be to click a
link, fill out a form, subscribe to an e-newsletter, or make a phone call. Calls-to-action can be presented as just
text or an eye-catching image.

HubSpot

HubSpot is an inbound marketing software platform that helps companies attract visitors, convert leads, and
close customers.

Keyword

Keyword is one word or several words that people use when searching for a particular subject online. Keywords
are also the words targeted when writing online content. Blog posts and pages on a website have a keyword
focus so it’s SEO optimized.

Lead Generation

Lead generation is the process for acquiring new leads. Online lead generation is done by providing valuable
content to website visitors in exchange for their contact information.

Marketing Qualified Lead (MQLs)

Marketing qualified leads are typically prospects that have expressed some interest in your company by
engaging with your content and then provided identification details that allow you to convert them into a known
lead. For more information on MQLs read: 6 Keys to Track the ROI of Marketing Qualified Leads.
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MOFU

MOFU stands for middle of the funnel and is the consideration stage of the buyer’s journey. A middle-of-the-
funnel lead has moved from awareness to consideration and is ready to receive information about your product
or service. A branded offer is given to provide the lead with more information and address any pushback.

Page Performance

Page performance takes into account on-page SEO, website traffic, CTA conversion rate, and contacts acquired.

Page Rank

Your page rank is how trustworthy your particular site is as determined by Google’s algorithm. Sites are ranked
on a scale of 0 to 10, with 0 meaning you don’t rank in their search engine (not good) and 10 being given to
fewer than 150 sites (most of them being Google-, Apple-, or Adobe-owned).

Sales Qualified Lead (SQLs)

A sales qualified lead is a marketing qualified lead that is accepted by the sales team and warrants a sales team
member reaching out. An SQL is ready to be sold and is the most likely to purchase the company’s product or
service.

SEO (or Search Engine Optimization)

Search engine optimizing a webpage or website means adjusting on-page and off-page SEO factors in order to
improve the page’s ranking in search results.

Clickbait

Clickbait is the type of content that hooks people with a highly promising headline that provides very little
actual information, getting them to click through to their content or website. Clickbait is more and more
frowned upon in the digital marketing world and sites like Facebook are making changes to their algorithms in
order to deter this type of posting.

Remarketing

Remarketing is a marketing strategy that targets people who have visited your website. You can reach out and
reconnect to previous visitors through ads on Facebook, as they browse the web, or on mobile platforms.

Different Types of Marketing Attribution Models 

Single-Touch Attribution Model

First-Touch Attribution:  First-touch attribution assumes that the consumer chose to convert after the first
advertisement they encountered. Therefore, it gives full attribution to this first touchpoint, regardless of
additional messaging seen subsequently.

Last-Touch Attribution:  Conversely, last-touch attribution gives full attribution credit to the last touchpoint
the consumer interacted with before making the purchase, without accounting for prior engagements.

Each of these methods fails to factor in the broader customer journey, as such marketers should avoid relying
solely on these methods.

Multi-Touch Attribution Model

Multi-touch attribution models look at all of the touchpoints engaged with by the consumer leading up to a
purchase. As a result, these are considered more accurate models. Depending on which multi-touch model you
use, they might assign value to channels differently. For example, some assign value based on when a consumer
interacted with a touchpoint relative to the conversion, while others weigh all touch points equally

Mobile Measurement Partners

MMPs are usually the SaaS tools for Ad publishers which offer advanced metrics of app installs as well as
metrics on the consumer behavior within an app once it has been downloaded through an ad. By using the
services provided by a MMP you can obtain deeper insights of your campaign than by only analyzing those
metrics that publisher provides. Furthermore, MMPs deliver other data, such as attribution, lifetime values,
ROI, analysis between acquisition channels, downstream conversions, etc.

Two of the most powerful MMP from the market: Appsflyer and Adjust.

Affiliate Marketing

Important Readings/Exploration:
https://www.edureka.co/blog/interview-questions/digital-marketing-interview-questions/

https://clevertap.com/blog/cohort-analysis/

https://forbusiness.snapchat.com/

https://strikesocial.com/blog/snapchat-glossary-key-terms-to-know/

Important Tools used during Internship

2. Facebook Ad Library (to know the clients who are already advertising on other platforms)

3. College e-library resources (mainly statista, marketline and capitaline)

4. HubSpot Extensions (for email management)

5. Bulk Email sender

6. GetProspect (and other similar extensions) (to find the emails/contact details of potential clients)

7. Piktochart (for creating final report)