It is common to see ads popping up when we are surfing on the Internet. Due to the fact that thousands of millions of people use the major search engines like Google and Yahoo daily, there is a great market to do the advertising directly on the search engine. However, outside of these big search networks, there still exist web visitors, the amount of which is also very enormous.


The goal of the online advertising companies is to optimize the advertising campaign performance through some technologies that assess the traffic quality of publishers other than the major search engines and place different ads according to the type of keywords, device and geographic characteristics.


1. Some basic terms for the online advertising industry: 

Impression, Click through, Conversion

CPM (cost per mille, Cost Per Thousand Impression)

CPC/PPC (cost per click/pay per click)

CPA/CPS (cost per action/cost per sale)

search portfolio ROI (return on investment)

KPI (Key Performance Indicators)

RPQ (Request price quotation)

bounce rate: the percentage of visitors who enter the site and “bounce” (leave the site) rather than continue viewing other pages within the same site.


2. Goals:

In a nutshell, Increase search portfolio ROI.

More detailed:    

  •    Find targeted customers and provide the most relevant and effective ads to your users
  •    Increase user engagement / on-site engagementon-site activity
  •    Extend search presence
  •    Optimize spend toward performing sources


3. Possible performance metrics:

Note that performance metrics can be very specific according to different campaigns.For example, for a campaign of car ads, we might be interested in the data amount of visitors that request a quote, locate closest dealer, search inventory, compare vehicles, etc.


4. Possible elements for an advertiser campaign report:

Revenue over time

Avg. CPC and CPM



Yield (RPQ, CPM)

Clicks (total, invalid)

top 10 keywords received

invalid reasons pie chart

Ads delivered 


5. Possible Traffic Analyses besides the basic elements:

  • Geo-customization: detect the geographical origin of visitors

  • Event tracking: track the paths visitors follow inside the website, including the tracking of events such as downloads, or clicks to outside locations.

  • Referrer tracker