Key Terms

Native Keyword Link (NKL):

A text hyperlink placed within website content that connects to an advertiser’s page. Advertisers bid on keywords, and when those keywords appear in content, they are linked to relevant ads. NKLs provide a seamless ad experience while helping publishers earn revenue.

Native Keyword Link (NKL) Campaigns for Clicks (NKL-C):

A type of advertising campaign where advertisers bid on keywords to place hyperlinked text ads inline within website content, driving traffic to their landing pages.

Automated Bidding:

A solution that helps advertisers automatically adjust their bids for NKL placements based on performance goals, such as clicks, conversions, or ROAS.

Audience Signals:

A solution that allows advertisers to provide targeting suggestions to help AdZen’s AI optimize keyword placements for their selected goals. While optional, audience signals can enhance machine learning models by indicating high-intent user segments.

Conversion:

An action that’s counted when someone clicks on an NKL ad and takes a predefined valuable action (e.g., making a purchase, signing up, or submitting a form).

Conversion Value:

The values advertisers assign to different user actions after clicking an NKL ad, such as $5 for a sign-up and $50 for a completed purchase.

CPA (Cost-Per-Action):

The cost per conversion, calculated as total spend divided by total conversions from NKL clicks.

Data-Driven Attribution (DDA):

An attribution model that assigns credit for conversions based on how users interact with NKL ads across different publishers and decide to take action. It uses data to determine which keywords and placements have the highest impact on advertiser goals.

Machine Learning:

A system that trains predictive models using data from NKL ad performance to improve targeting, bidding, and conversion rates over time.

Marginal CPA:

The cost of acquiring additional conversions, calculated as the increase in spend divided by the increase in conversions.

Marginal ROAS:

The additional return generated for each additional dollar spent, calculated as the increase in conversion value divided by the increase in spend.

New Customer Acquisition Goal:

A goal that allows advertisers to prioritize bidding on keywords that drive first-time visitors rather than returning customers, maximizing new user acquisition.

Performance Max for NKLs:

A cross-publisher, AI-powered campaign that automatically distributes NKL placements across multiple websites to maximize performance based on advertiser goals.

Portfolio Bid Strategy:

An automated, goal-driven bidding strategy that groups multiple NKL campaigns and keywords under a shared strategy to optimize for conversions or ROAS.

Privacy-Centric Measurement:

A set of initiatives designed to track NKL ad performance while respecting user privacy, focusing on aggregated and cookieless measurement solutions.

ROAS (Return-on-Ad-Spend):

A key performance metric calculated as total conversion value divided by total NKL ad spend, expressed as a percentage.

ROI (Return on Investment):

A profitability metric calculated as total profit generated from NKL ads divided by total spend.

Smart Bidding:

Automated bidding strategies that leverage AI to optimize NKL placements for conversions, conversion value, or ROAS in real-time.

Value-Based Bidding:

A bidding strategy that optimizes for conversion value rather than just clicks or conversions, allowing advertisers to maximize revenue based on predefined value metrics.