Traffic channel
The traffic channel describes where the client came from in more detail than the source. In web analytics systems, the channel can be marked as follows:
contextual advertising — cpc;
organic search results - organic;
link — referral;
email — mailing list.
The source shows which system is responsible for the transition. As a result, we can see that the user came, for example, from Google organics.
Keyword
Words and phrases that help a search engine understand which query to show a website or ad for. Keyword terms are used in both SEO and contextual advertising. Let's take a simplified example - an online store of pet products.
To advance in organic search results, you need special database to include phrases such as "pet products", "premium dog food", "carriers" in the meta tags and site content. It is advisable to start a blog on the site in which to write on this topic and organically embed keywords in the text.
Keywords need to be added to contextual advertising ads. For example, “buy pet supplies,” “liquid cat food,” etc. The ad will be shown when the keyword matches the user’s search query.
Search engines regard too many keywords in the text as spam.
CMS
The system displays thematic contextual advertising in designated places on partner sites and in partner applications. Google “fits” it into the context of the site, focusing on the preferences of a specific user and keywords. These can be banners, video screensavers, dynamic “more from our partners” sections on news sites, and advertising in the social media feed.