Advertising with Google AdWords is extremely beneficial when trying to drive qualified leads to your website. At Driven Leads we know the terminology can be confusing and with that in mind we have put together the below list of questions that we are frequently asked, and their applicable answers. If you didn’t find what you are looking for, please email any questions to [email protected]
What is the Actual Cost Per Click?
Also known as actual CPC, is the amount you are charged for a single click on your ad. This amount is typically less than your max. CPC bid. See –Maximum Cost Per Click
What is Accelerated Ad Delivery?
An ad serving method that displays your ads as often as possible until the daily budget is reached – See Ad Delivery
What is an Ad Auction?
An ad auction occurs every time a search is performed to determine which ads will show for the query and in what order.
What is Ad Delivery?
Ad delivery is how quickly your ads will show in a single day. Google AdWords offers two choices for ad delivery – Standard (default) and Accelerated.
What are Ad Extensions?
Ad extensions are an ad format that allows you to display additional business information with your ad such as a phone number, customer review or special offer. By adding these extra elements to your ad, you’re giving customers more reasons to click. There are many types of ad extensions to choose from including Location, Call, Sitelinks, App and Review Extensions as well as Social Annotations and Seller Ratings.
What are Ad Formats?
Ad formats are the different types of ads available in an AdWords account. These include Text Ads, Ad Extensions, Image Ads, WAP Mobile Ads, App Promotion Ads, Video Ads and Product Listing Ads., click edit button to change this text.
What are Ad Groups?
Ad groups contain one or more ads with a targeted set of keywords and/or placements. Ad Group Default Bid: The most you are willing to pay for a click on your keywords or placements that do not have individual bids set.
What is an Ad Placement?
Ad Placements are locations on the Google Display Network where your ad can appear based upon target keywords and relevancy to your ad. This could be across an entire website or on a single page of a site. You can specifically choose where you’d like your ads to show (Managed Placements) or you can let Google choose relevant placements for your ads (Automatic Placements).
What is Ad Position?
Ad Position is the order in which your ad appears on the search results page. Your ad position is determined by your Ad Rank. See Ad Rank
What is the Ad Preview and Diagnosis Tool?
The Ad Preview and Diagnosis Tool is a feature in Google AdWords that allows you to see if your ad is being shown for your keyword without acquiring more impressions. This tool can also help you to troubleshoot why your ad might not be showing.
What is Ad Rank?
Ad rank is a value that’s based on a combination of your bid amount, Quality Score and the expected impact from your ad extensions. Your Ad Rank determines your ad position.
What is Ad Relevance?
Ad relevance is the status of a keyword that tells advertisers how related the keyword is to the ads in the ad group. There are three possible statuses: above average, average and below average.
What are Ad Rotation Settings?
Ad rotation settings are a preference you set to tell Google which ad they should show when there is more than one ad in your ad group. Google offers four ad rotation settings. 1) Optimize for clicks (default) delivers those ads that are expected to receive the most clicks based on your past Clickthough Rates (CTRs).2) Optimize for conversions delivers those ads that are expected to receive the most conversions based on your past conversion data. 3) Rotate evenly delivers ads equally regardless of their performance. After 90 days, ads that have not changed will automatically begin to optimize for clicks or conversions. 4) Rotate indefinitely delivers ads evenly for an indefinite amount of time.
What is Ad Scheduling?
Ad scheduling is a feature that allows an advertiser to control the specific days of the week and/or hours of the day when their ads can show. Advertisers can also adjust their bids by a percentage for certain days and times. For example if you only want your ads to show during business hours and your most profitable time is between 11:00am and 2:00pm, you can schedule your ads to show between 9:00am and 5:00pm on Monday through Friday and set a bid adjustment to increase your bids between 11:00am and 2:00pm.
What are Ad Variations?
Ad variations are multiple versions of an ad for a single product or service in the same ad group targeting the same keywords. Ad variations let you test different ad copy to see what is attracting your target audience.
What is the AdWords API (Application Programming Interface)?
The Adwords API is a tool that allows developers to create applications that can help them manage larger AdWords accounts more effectively.
What is the AdWords Discounter?
The AdWords Discounter is an automated tool that monitors and adjusts the actual CPC so that the lowest possible bid is paid for an ad placement. This means that you pay the minimum possible CPC needed to exceed the next ranking ad
What is the AdWords Editor?
The AdWords Editor is a free desktop application used for managing an AdWords account, including making bid adjustments, creating new ads, changing ad delivery and much more.
What are App Extensions?
An App extension is a type of ad extension that allows you to display a link to your mobile app from your text ads to help drive downloads.
What are App Promotion Ads?
App promotion ads are a type of ad format that links directly to the Google Play Store or Apple App Store.
What is Auto Tagging?
Auto tagging allows google to automatically create custom destination URLs to help you measure how well your ads perform using Google Analytics or another website tracking program.
What are Automated Rules?
Automated rules are a feature in Google AdWords that allows you to create rules for your campaigns, ad groups, keywords and ads that will help minimize the amount of time you spend manually monitoring and optimizing your campaigns. For example, you can create a rule to adjust your keyword max. CPC bids during certain hours of the day. Automatic Bidding: Google AdWords will automatically manage your Cost Per Click bids based on the daily budget you set. – See Cost Per Click
What are Automatic Offer Extensions?
Automatic offer Extensions are a type of ad extension that will automatically add a link, labeled “View this ad’s deal,” below your ad text as long as your ad text, destination URL and landing page meet their requirements. The link will take searchers to the same landing page used for the destination URL.
What are Automatic Placements?
Automatic placements are locations on the Display Network that Google finds automatically based upon keywords in your ad group. – See Ad Placement
What is Average Cost Per Click (Avg. CPC)?
The average cost per click is the average amount paid each time an ad is clicked. Cost of all clicks / # of clicks = Avg. CPC.
What is Average Position (Avg. POS)?
The average position tells the average position an ad appears in search results when that keyword is searched. For example, an average position of 2.4 means that an ad usually appears between the 2nd and 3rd positions.
What is a Broad Match?
A broad match is the default keyword matching option typically used to reach a larger audience. With broad match, your ads can appear for searches that include your keyword or close variations of your keyword as well as related searches. For example, if the broad match keyword was “yellow shoes” your ad would show for searches like “yellow running sneakers” or “shoes with yellow laces” or “yellow and blue shoes”. See –Keyword Matching Options
What is a Brad Match Modifier?
A broad match modifier is a keyword matching option that allows you to better control which searches can trigger your ads to help increase relevancy. By adding a plus sign (+) in front of certain keyword(s) in your broad match key phrase, your ads will only show if the user’s search contains those modified terms or close variations. For example, if the broad match modifier keyword was “+yellow +shoes” your ad could show for searches like “yellow shoes” or “buy yellow shoes” or “shoes with yellow”. – See Keyword Matching Options
What is a Budget?
A budget is the most you are willing to spend on average per day over a month on a single campaign. You will never be charged more than 30.4 times your daily budget amount.
What is Bulk Editing?
Bulk editing is making edits to more than one part of your account at a time. To make bulk edits, you need to select the items you want to edit on the campaign, keyword, ad group or ad tab and then click “Edit.” From there you can edit the bid, match type, destination URL, etc. for each of the selected items. You can also use tools such as AdWords Editor or AdWords API to make bulk edits.
What are Call Extensions?
Call extensions are a type of ad extension that will include a clickable “Call” button with your ads on mobile devices and display your phone number next to the ad when viewed on a desktop.
What is a Campaign?
A campaign is the first level of the AdWords structure. A campaign consists of one or more ad groups and each ad group has a set of ads and keywords. A campaign can represent a broad spectrum of products or services, where an ad group is focused on a single product or service. For example you could have a ‘Headphone’ campaign and within the campaign you could have a ‘wireless headphone’ ad group, an ‘in-ear headphone’ ad group and a ‘clip on headphone’ ad group, each of which have keywords specific to that product category.
What is Change History?
Change history is an AdWords tool that gives users a history of changes made to campaigns, ad groups and keywords, such as bid increases, ad text edits and more.
What is a Click?
A click occurs whenever a user sees your ad and clicks on it, also known as a Clickthrough.
What is the Clickthrough Rate (CTR)?
Clickthrough rate or CTR is the number of clicks an ad receives divided by the number of times that ad has appeared in a given time. This gives a good indicator of ad performance. A high CTR means an ad is performing well, a low CTR means poor performance. CTR = # of Clicks / # of Impressions
What is Contextual Targeting?
Contextual targeting is an ad targeting system that matches ads that use keyword targeting to relevant and related sites on the Display Network.
What is a Conversion Action?
A conversion action is when a visitor, after clicking on an ad and arriving at your site, completes a specified action. This could be completing a purchase, signing up for an e-mail, subscribing to an RSS feed and so on. Google AdWords counts conversion actions as either converted clicks and/or conversions.
What is the Conversion Optimizer
The conversion optimizer is a tool in Google AdWords that uses your campaign’s historical performance to predict which clicks will be profitable and then adjusts your bids to help maximize your conversions rather than focusing on clicks (CPC) or impressions (CPM).
What is a Conversion Page?
A conversion page is the web page a visitor is taken to after completing the desired action to be counted as a conversion, such as a thank you page or order confirmation page.
What is Conversion Rate?
Conversion rate is the rate at which visitors or prospects take a desired action on your site. Desired action steps can involve purchases, leads, contact form completions, newsletters or email sign ups, registration for White Papers, etc. For example if 100 visitors come to your site and 3 signup for your monthly newsletter then your conversion rate would be 3%.
What is Conversion Tracking?
Conversion tracking allows you to track various actions or goals on your website like leads, purchases, signups, contacts, etc. Conversion tracking is usually coupled with an analytics system like Google Analytics.
What is the Conversion Window?
The conversion window is a period of time from which a visitor clicks on your ad to when they actually perform the desired action, in which a conversion will be recorded. Google allows you to customize your conversion window from 7 to 90 days after a click.
What is a Conversion?
Previously known as Conversions (1-per-click.) A conversion is the number of ad clicks that convert within your designated conversion window. For example, if a visitor completes two lead forms on your website after click an ad, they will register as one Converted Click.
What is a Converted Click?
Previously known as Conversions (1-per-click.) A converted click is the number of ad clicks that convert within your designated conversion window. For example, if a visitor completes two lead forms on your website after click an ad, they will register as one Converted Click.
What is Cost/Conversion?
Cost/conversion is a ratio that shows how much a single conversion (purchase, e-mail signup, subscription, page view, etc) costs. Total Cost / # of Conversions
What is Cost Per Action?
Cost per action is also known as Cost Per Acquisition, CPA is a bidding option that charges every time a visitor completes a specific action (purchase, e-mail sign up, subscription and so on).
What is Cost Per Click (CPC)?
Cost per click (CPC) is a bidding option in which one pays only when someone clicks on an ad. Google AdWords offers two choices for CPC bidding: Manual Bidding and Automatic Bidding.
What is Cost Per Thousand Impressions (CPM)?
Cost per thousand impressions (CPM) is a bidding option that charges for every set of 1,000 impressions an ad receives rather than by click as in CPC bidding. This bidding option is only available for the Display Network.
What is the Cost Per View?
Cost per view is a bidding option that charges for every time your video is played. This bidding option is only available if you run TrueView video ads.
What is the Customer ID?
The customer ID is a unique 10 digit number given to each AdWords account. The Customer ID is located in the upper right hand corner of the AdWords account interface..
What is the Daily Budget?
The daily budget is the amount you are willing to spend in a single day for a single campaign.
What is the Destination URL?
The destination URL is the URL of the page a visitor will be directed to after clicking an ad.
What is a Display Ad?
A display ad is a graphical ad format that includes Static Image ads, Flash ads, and animated .gif ads.
What is the Display Planner?
The display planner is an AdWords tool that assists you in planning a Display campaign by offering targeting ideas and estimates.
What is the Display URL?
The display URL is the URL displayed in an ad. This is not necessarily the URL of the page a visitor will arrive at after clicking an ad.
What is Double Serving?
Double serving is an AdWords policy that prevents more than one ad for the same company from showing at the same time on the search results page.
What are Dynamic Search Ads?
Dynamic Search ads are a campaign type that will automatically display your ad based on your website content, not a list of keywords. Dynamic Search Ads are automatically generated using words from the search phrase and content from the landing page chosen for the ad.
What is an End Date?
An end date is the date at which you would like your ad campaign to end. An indefinite date can be set too.
What is Enhanced CPC (ECPC)?
Enhanced CPC (ECPC) is an optional bidding feature that will raise or lower your bids based on the probability that an ad click will result in a conversion.
What are Error Sites?
Error sites are websites on the Display Network that show relevant ads to people who would have otherwise received a blank page or error message because they may have entered an address for a website incorrectly or tried to search in the browser’s address bar.
What is an Exact Match?
An exact match is a keyword matching option that allows you to target your keywords more precisely to reach a niche audience. By surrounding your key phrase with brackets, your ad will only show for that exact phrase or close variations of that exact phase. For example if your exact match keyword was “[yellow shoes]” your ad would only show when that phrase or a close variation of that phrase was searched. Your ads would not show for phrases like “blue and yellow shoes” or “yellow shoes for running.” – See Keyword Matching Options
What is an Exception Request?
An exception request is a process that allows advertisers to request a further review by the AdWords team for disapproved items. For example, if AdWords informs you that your ad doesn’t meet one of their advertising policies, you can file an exception request if you think the policy doesn’t apply to you.
What is Expected Clickthrough Rate?
Expected clickthrough rate is the status of a keyword that tells advertisers how likely it is that people will click your ad when shown for that keyword. There are three possible statuses: above average, average or below average.
What is the First Page Bid Estimate?
The first page bid estimate is a metric in which approximates the CPC bid needed for your ad to appear on the first page of search results.
What is Frequency?
Frequency is the minimum number of times an ad was seen by a unique user over a given time period.
What is Frequency Capping?
Frequency capping is the action of limiting the number of times your ad is seen by a unique user over a given time period on the Google Display Network. You can set a limit for the number of impressions allowed for an individual user per day, week or month.
What is a Google Forwarding Phone Number?
The Google forwarding phone number is similar to call extensions, however Google provides you a unique number to feature in your ads to help track and better measure the effectiveness of calls received as a result of your ads.
What is the Google Merchant Center?
The Google merchant center is the place where you manage your product information used for your Product Listing Ads (PLAs) and Google Shopping. You must link your Google AdWords and Merchant Center accounts in order to display PLAs. – See Product Listing Ads.
What is the Google Network?
The Google network is all places in which your ad can appear. The Google Network is divided into two groups: Display Network and Search Network.
What is the Google Display Network?
The Google display network includes a collection of sites that partner with Google, and Google sites such as YouTube and Gmail.
What is the Google Search Network?
The Google search network includes a collection of sites that display Google search results including Google Search, Images, Maps, Shopping, Groups, and sites that partner with Google as search partners.
What are Image Ads?
Image ads are ads that use an image or graphic. These ads can only appear on sites in the Google Display Network
What is an Impression?
An impression is the number of times an ad has been shown.
What is the Interaction Rate?
The interaction rate is the percentage of time users spent interacting with a display ad. For example, a video ad could have an interaction rate for the percentage of times a visitor actually clicks on your ad to watch the video. Number of times people interact with your ad / impressions
What are Invalid Clicks?
Invalid clicks are ad clicks that Google considers illegitimate such as unintentional clicks or clicks resulting from automated clicking tools or other malicious software.
What is a Keyword?
Keywords are words or phrases that you want to trigger your ad to show on the Google Network.
What is Keyword Insertion?
Keyword insertion is a feature that will dynamically insert one of your keywords or phrases either into the headline, description lines, display URL or destination URL of your ad text. This will prominently bold the keyword allowing for greater visibility and higher Clickthrough Rates.
What are Keyword Matching Options?
Keyword matching options are a keyword setting that allows you to control how closely your keyword must match the search term in order for your ad to be triggered. The keyword matching options are Broad Match, Broad Match Modifier, Phrase Match, Exact Match and Negative Match.
What is the Keyword Planner?
The keyword planner is a free Google tool that provides relevant key phrase ideas and traffic estimates.
What is a Landing Page?
A landing page is a web page a searcher arrives at as a result of clicking an advertisement. The more tailored the landing page is to a specific query, the better results you will see.
What Does it Mean to be Limited by Budget?
Limited by Budget is a status given to campaigns that have a daily budget that is lower than the recommended amount.
What are Location Extensions?
Location extensions are a type of ad extension that allows you to include your business address and phone number with your ad to help customers that are close by locate or call your nearest storefront. – See Ad Extensions
What is Location Targeting?
Location targeting is a Google AdWords setting that allows you to display ads to people in a specific geographic area.
What is Low Search Volume?
Low search volume is a keyword status that indicates a key phrase has little to no search traffic on Google. A keyword with low search volume will not trigger your ads until its search traffic increases.
What are Managed Placements?
Managed placements are specific locations on the Display Network that you choose as places where you’d like your ads to show. – See Ad Placement
What is Manual Bidding?
Manual bidding, unlike automatic bidding which sets your bids for you, manual bidding enables you to control the max. CPC on your ad by setting your own bid amounts. – SeeCost Per Click
What is Maximum Cost Per Click?
Maximum cost per click or max. CPC is a term used by Google AdWords to denote the most you are willing to pay for one click on your ad. However, this does not mean you will actually pay this amount. Other factors such as Quality Score and competition will play a factor. – See Actual Cost Per Click
What is Maximum Cost Per Thousand Impressions?
Maximum cost per thousand impressions or Max. CPM, refers to a bid that you set to determine the most you’re willing to pay for 1,000 impressions.
What are Mobile Optimized Ads?
Mobile Optimized Ads are a type of ad that enables you to reach customers on-the-go. These ads can appear on mobile devices in Google search results, on the Display Network, in apps and in video. There are two types of mobile ads: WAP mobile ads and Ads for high-end mobile devices.
What is Mouseover Rate?
Mousover rate is the percentage of users who hover over a display ad for 1 second or longer.
What is Multivariate Testing?
Multivariate testing is a split testing method that lets advertisers test multiple ad texts at once. You could test all of your ad headlines, descriptions and display URLs by mixing and matching each of them. For example if you want to perform a multivariate test on three ads: A, B, and C, you could take the headline from B, description from A and display URL from C and test against other varieties to find the perfect ad.
What is a Negative Match?
By adding a minus sign (-) in front of a keyword, you can prevent your ads from showing for that specific search term. For example if you sell only red widgets, you would want to add -blue, -green, -black, etc. as negative match keywords to ensure that your ad will not be shown for searches of products you do not sell. – See Keyword Matching Options
What is Optimization?
Optimization is an ongoing process in which you make changes to elements in your account in an effort to improve performance. This can involve making improvements to your ad text, changing the match type of your keywords, adjusting your keyword bids, revising your ad targeting options, etc.
What is Overdelivery?
Overdelivery occurs when your ads receive more clicks in one day than what the average daily budget allotted for. This can help make up for days when your ads don’t receive as much engagement. Note that you will never be charged more than what your budget allows in a month (your average daily budget times 30.4).
What is an Overdelivery Credit?
An overdelivery credit is a credit that is applied automatically to your account if Google over delivers your ads too much and you are charged more than what your budget allows in the monthly billing period.
What is a Phrase Match?
A phrase match is a keyword matching option that allows you to reach a more targeted audience. By surrounding your key phrase with quotation marks, your ad will only show for a search of that exact key phrase or that exact phrase with additional words before or after it. For example if your phrase match keyword was “yellow shoes”, your ad would appear for searches like “leather yellow shoes” or ” yellow shoes on sale”, but not for searches like “yellow leather shoes” or “shoes with yellow laces” because the phrase was broken. – See Keyword Matching Options
What is a Play Rate?
Play rate is the number of times your ad’s video was played divided by the number of times that ad was shown. Play rate can be a good indicator of your video ad’s performance and how engaging it is. Video ad plays / video ad impressions = play rate
What are Previous Visit Annotations?
Previous visit annotations are a type of ad extension that can show visitors how many times they’ve visited your site and/or when they last visited your site from Google Search.
What are Product Listing Ads (PLAs)?
Product Listing Ads (PLAs) are a type of ad format use to promote your products on Google Search and on Google Shopping. They appear in their own box, separate from text ads, on the results pages and include specific product information such as an image, price and promotional message. To use PLAs, your AdWords and Google Merchant Center accounts need to be linked. Google provides you with two options to manage your PLAs in AdWords: Shopping campaigns and Regular Product Listing Ads campaigns.
What is a Product Feed?
A product feed is a data file containing product information that Google uses to display the most relevant products on Google Search and on Google Shopping. These data files are used to show both your Dynamic Search Ads and Product Listing Ads.
What are Product Filters?
Product filters are an optional feature that allows you to exclude certain products in your Google Merchant Center account from appearing in your Product Listing Ads.
What are Product Groups?
Product groups are a way to organize your products inventory in a Shopping campaign within AdWords. Shopping campaigns use product groups (instead of product targets like regular PLAs campaigns use) to identify which products to bid on to appear in your PLA.
What are Product Targets?
Product targets are a way to tell Google AdWords which items from your Google Merchant Center account should trigger Product Listing Ads to show for relevant searches.
What is the Quality Score?
The quality score is a numerical value that indicates how relevant your ads, keywords and landing pages are to a user. A Quality Score is calculated each time your ads are triggered by a search. The more relevant your keywords, ads and landing pages are, the higher your Quality Score. The Quality Score is determined by an ad’s expected Clickthrough Rate, ad relevance, and landing page experience.
What is the Recommended Daily Budget?
A budget that is determined by Google AdWords to have your ad show as many times as possible for your keywords.
What are Regular Product Listing Ads Campaigns?
Product listing ads campaigns are a campaign type used to promote your Google Merchant Center product inventory. With Regular PLAs campaigns, you’ll need to set up product targets in order to select which products are shown with your ads.
What is Relevance?
How useful the ad or keyword is to the searcher or audience.
What is Remarketing
Remarketing is a feature in AdWords that allows you to reconnect with people who have previously visited your website by showing them relevant ads as they browse other websites or search on Google. The goal of remarketing is to encourage visitors who left your website to return to your site and complete a desired action.
What is Return on Investment (ROI)?
Return on Investment is measured by how much return you receive from your online marketing investment. For example if you spend $1000 on Pay Per Click ads and you make $2000 in profit from sales, then your Return on Investment would be 100%. Calculated: ($2000-$1000) / 1000 = 100%
What are Review Extensions?
Review Extensions are a type of ad extension that allows you to feature positive reviews from a third-party source below your text ad.
What are Search Partners?
Search partners are sites within the Google Search Network that display Google AdWords ads.
What is a Search Terms Report?
A search terms report is a report in AdWords that lists every search term that has triggered your ad to be shown and clicked on. Use this report to identify new keyword opportunities as well as phrases that should be added as negative keywords.
What are Seller Ratings?
Seller ratings are a type of ad extension that shows reviews and ratings that reflect customers overall satisfaction of their experience with the business, rather than specific products
What are Shopping Campaigns?
Shopping campaigns are a campaign type that allows you to better manage and optimize your PLAs. With Shopping campaigns, you can access your product data directly within AdWords, giving you more control over which products are displayed with your ads. This campaign type is recommended over Regular Product Listing Ads campaigns – SeeProduct Listing Ads
What Does Site Suspended Mean?
Site Suspended is a status provided to keywords or ads that direct users to a landing page that violates one or more of AdWords’ advertising policies. These ads and keywords will remain inactive until the issue is resolved.
What are Sitelinks Extensions?
Sitelinks Extensions are a type of ad extension that allows you to promote pages on your website beyond your main landing page by showing additional links beneath the text of your ad.
What are Social Annotations?
Social Annotations are a type of ad extension that will display the number of followers your Google+ Page has. You must link your Google+ Page with your ads in order to use this ad extension.
What is Split Testing?
Split testing is a method used to determine the best ad. By showing multiple ads over a course of time, split testing helps determine which combination of ad headlines, ad text, images, and more are most effective.
What is Standard Ad Delivery?
Standard ad delivery is an ad serving method that shows ads across a day to make sure you don’t accrue all of your clicks early on.
What is a Targeting Group?
A targeting group is a selection of targeting methods that you choose to use for all ads in your video campaign.
What is a Targeting Method?
A targeting method is a way to better control where your ads show on the Display Network. You can set one or more targeting methods in an ad group, such as keywords, placements or demographics.
What is a Text Ad?
A text ad is an ad format that uses only text to convey the message and includes a link to your landing page. This is the primary type of ad for Google AdWords and can appear on Google search results pages and across the Google Network.
What is a Text Overlay Ad?
A text overlay ad is if you enable your regular text ad to show with videos across the Display Network, your text ad will then be considered a Text Overlay Ad.
What is a Video Publisher?
Video publishers are websites that are focused on video content sharing and are partner sites with the Display Network, such as YouTube.
What is a WAP Mobile Ad?
A WAP mobile ad is an ad format that is created specifically to show on WAP-enabled mobile devices, also known as “feature phones.” WAP mobile ads can be text or image ads.