商务英语 Level 6 Unit 2 Part 2 Vocab

Vocabulary【Evaluating Online Ads】

analytics platform
An analytics platform is a software that allows an advertiser to track the performance of its online advertisements.
This software is able to monitor metrics such as how many times an ad was clicked or whether an ad led to a sale.
Seeing how people engage with online ads allows companies to make their marketing strategies more targeted.

metric: 测量标准

Cost per Impression (CPI)
Cost per Impression refers to how much an advertiser pays each time an ad is displayed on a website.
Advertisers must pay every time their ads appear on a platform, whether they are clicked or not.
By tracking CPI, it's possible to see if the ad is getting a strong return on its investment.

impression: 印象

Cost per Click (CPC)
Cost per Click refers to what an advertiser pays each time an ad is clicked by a potential customer.
Cost per Click depends on the publisher.
On search engines, companies will bid on keywords to use in ads, with certain words costing more money.
But social media and other platforms typically charge a fixed price.

Cost per Order (CPO)
Cost per Order refers to the cost of advertising divided by the number of orders from customers.
It is commonly used in online advertising to determine the effectiveness of a company's marketing.
To reduce this cost, advertisers can either cut costs from their search budget or try to boost conversions.

Question

1. If CPI of an ad is a lot higher than expected,
   > the ad may need more exposure
2. If the CPI of an ad is a lot higher than expected, it may be because the ad doesn't get enough exposure.
3. If an advertiser's ad needs more exposure, it can find a better publisher.
4. In a Cost perClick model, a publisher receives money
   > each time an ad is clicked