Definitions in contextual advertising style

To become more familiar with the work and effectiveness of contextual advertising in general, you need to remember a few definitions:

An advertising teaser (abbreviated TA) is text created by an advertiser. The advertising system shows the TA to the user. As a rule, the text contains a link to the advertiser’s resource, but there is an exception: an advertising option with only a phone number, in which instead of a link only the company’s phone number is indicated.

CTR (Click Through Rate) is an indicator of advertising effectiveness. It's very easy to find out. You need to divide the number of impressions by the number of clicks (transitions) on the link in the ad. The more often users click on an ad, the higher its CTR. But a high CTR is not always good. The ad may be intriguing (for example, “Come and see explicit photos of Madonna”), and users will often click on it, but the clicks will not bring any results. 

Conversion is a specific action on a website that an advertiser wants. The user can do this after switching to the advertised resource. A conversion is considered to be a purchase, filling out an application, chatting, making a phone call, etc.

CPC (Cost Per Click) is the amount that the advertising system withdraws from the advertiser’s account when a user clicks on his advertisement.