Glossary: s

Saves

Google: When someone saves your Gmail ad as a message to their inbox.

Search Advertising

Advertisements that target users based on keywords, where ads appear within search engine queries.

Search Engine Marketing (SEM)

Affects the visibility of a website during organic search results via paid advertising based on relevant keywords.

Search Engine Optimization (SEO)

Affects the visibility of a website during an organic search query based on keywords.

Search Engine Results Page (SERP)

The results page shown after a search query.

Search Exact Match Impression Share

Exact match impression share is a percentage calculated by dividing the number of impressions that your campaign received for searches that exactly matched your keyword by the total estimated number of exact match impressions you were eligible to receive.

Search Impression Share

The percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Impression share = impressions / total eligible impressions

Search Lost Impression Share

Search Lost impressions share (rank) is the estimated percentage of impressions on the Search Network that your ads didn’t receive due to poor Ad Rank.

Search Partners

Sites in the Search Network that partner with Google to show ads. Search partners extend the reach of Google Search ads to hundreds of non-Google websites, as well as YouTube and other Google sites.

Second-Party Data

When a company makes its first-party data directly available to another company, which then uses it to sell ads.

Sequential Messaging

Strategic remarketing that guides customers through the purchase journey using multiple creative and copy versions.

Share of Voice (SOV)

Weight or percentage of ad inventory available to a single advertiser relative to other advertisers.

Shareable

An image containing a positive review or mention of an artist. This image can be used organically and as creative in social ads and is “shareable.”

Shares

The number of shares of your Page’s posts as a result of your ad.

Short Term Retargeting

A targeting tactic used to reach an audience who has recently visited an artist’s owned media property. Specific tactics include : · Users who have visited an artist’s website within the past 60 days · Users who have watched an artist’s YouTube video within the past 3 days

Slideshow Ads

Combines multiple images or videos, text and sound to capture your audience’s attention and tell a story. Enables advertisers to create video ads utilizing multiple static images.

Snap Ad

Full-screen vertical video or static image ad that is run on Snapchat.

Snap Lifestyle Targeting

Allows advertisers to target users based on content they consume on Snapchat. This includes categories such as parenting, political news, music festivals and more.

Snapchat Lens Studio

Lens Studio by Snap, Inc. is a free tool that allows anyone to create and share 2D or 3D static and animated creative in Snapchat for users to interact with.

Social Clicks

The number of clicks (all) when your ad was displayed with social information, which shows other Facebook friends who engaged with your Facebook page or ad.

Social CPC

Calculated as Social Cost / Social Clicks

Social CPM

Calculated as (Social Cost / Social Impressions) * 1,000

Social CTR

Calculated as Social Clicks / Social Impressions

Social Impressions

The number of times your ads were viewed when displayed with social information, which shows Facebook friends who engaged with your Facebook page or ad.

Social Reach

The number of people who saw your ad when displayed with social information, which shows other Facebook friends who engaged with your Facebook page or ad.

Sponsored InMail

Drive more leads and engage your target audience by delivering personalized messages directly to their LinkedIn inboxes. Ad unit consists of a custom greeting, call-to-action button, body text and link.

Subscribe and Save Subscriptions (SnSS)

The number of times an Amazon campaign’s associated products are first purchased through the Subscribe & Save button

Supply-Side Platform (SSP)

Software that enables publishers to measure user attention and sell ad inventory.

Swipe Ups

The total number of times Snapchatters swiped up to view your attachment. Also used to reference Instagram Story ads, which are reported as link clicks.

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