> ## Documentation Index
> Fetch the complete documentation index at: https://www.adspirer.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Adspirer Glossary: MCP, ROAS, PMax & Ad Terms

> Definitions of advertising, marketing, and technology terms used across Adspirer. CPC, ROAS, MCP, PMax, OAuth, and 30+ more terms explained.

Quick reference for terms used across Adspirer documentation and the advertising industry.

## A

**A/B Test**
Running two ad variations simultaneously to determine which performs better. Change one variable at a time (headline, image, audience) for clean results.

**Ad Extensions**
Additional information added to Google Ads (sitelinks, callouts, structured snippets, price extensions). Extensions increase ad real estate and improve Quality Score. Adspirer adds these automatically with `add_sitelinks`, `add_callout_extensions`, and `add_structured_snippets`.

**Ad Group**
A container within a campaign that holds a set of related ads and keywords. Each ad group targets a specific theme or product.

**AGENTS.md**
The brand context file used by [Codex CLI](/docs/ai-clients/codex). Equivalent to `CLAUDE.md` (Claude Code) and `BRAND.md` (Cursor). Contains brand overview, audiences, budgets, and KPI targets.

**Attribution Model**
The rule that determines how credit for conversions is assigned to touchpoints. Common models: last-click, first-click, linear, data-driven.

## B

**Bid Strategy**
The method used to set bids for your ads. Options include Manual CPC, Target CPA, Target ROAS, Maximize Clicks, and Maximize Conversions. Adspirer recommends a strategy based on your campaign data using `update_bid_strategy`.

**BRAND.md**
The brand context file used by [Cursor](/docs/ai-clients/cursor). Equivalent to `CLAUDE.md` (Claude Code) and `AGENTS.md` (Codex).

**Broad Match**
A keyword match type in Google Ads that shows your ad for searches related to your keyword, including synonyms and related topics. Broadest reach but least precise.

## C

**Callout Extension**
Short text snippets (max 25 characters) that highlight value propositions in Google Ads. Examples: "Free Shipping", "24/7 Support", "No Setup Fee".

**CLAUDE.md**
The brand context file used by [Claude Code](/docs/ai-clients/claude-code). Created by `/adspirer:setup`. Contains brand overview, voice, audiences, connected platforms, budgets, and KPI targets.

**Conversion**
A completed action that you've defined as valuable — a purchase, form submission, phone call, or sign-up.

**Conversion Window**
The period after an ad interaction during which a conversion is attributed to that ad. Typically 7-30 days.

**CPA (Cost Per Acquisition)**
Total ad spend divided by number of conversions. Lower is better. Formula: `Spend ÷ Conversions`.

**CPC (Cost Per Click)**
The amount you pay each time someone clicks your ad. Formula: `Spend ÷ Clicks`.

**CPM (Cost Per Mille)**
Cost per 1,000 impressions. Used primarily for awareness campaigns on Meta and LinkedIn.

**Creative Fatigue**
When ad performance declines because the audience has seen the same creative too many times. Symptoms: rising frequency, declining CTR. Adspirer detects this with `detect_meta_creative_fatigue`.

**CTR (Click-Through Rate)**
Percentage of impressions that result in clicks. Formula: `Clicks ÷ Impressions × 100`. Higher is generally better.

## D

**DSA (Dynamic Search Ads)**
Google Ads campaign type that automatically generates headlines from your website content and matches to relevant searches.

## E

**Exact Match**
A keyword match type in Google Ads that shows your ad only for searches that match the exact meaning of your keyword. Most precise but narrowest reach.

## I

**Impression**
A single instance of your ad being displayed to a user.

**Impression Share**
The percentage of eligible impressions your ad actually received. Low impression share may indicate budget constraints or low Ad Rank.

## K

**KPI (Key Performance Indicator)**
The primary metric you use to measure campaign success. Common KPIs: CPA, ROAS, CTR, conversion rate, cost per lead.

## L

**Lookalike Audience**
An audience on Meta Ads that mirrors the characteristics of your existing customers. Created from a source audience (customer list, website visitors, or app users).

**LTV (Lifetime Value)**
The total revenue a customer generates over their entire relationship with your business. Used to determine acceptable CPA.

## M

**Match Type**
Controls which searches trigger your Google Ads keywords. Three types: Broad Match, Phrase Match, Exact Match. Adspirer manages match types with `add_keywords` and `update_keyword`.

**MCP (Model Context Protocol)**
An open standard created by Anthropic that allows AI assistants to connect to external tools and services. Adspirer uses MCP to give AI clients access to 400+ advertising tools. See [How MCP Works](/docs/mcp).

**MEMORY.md**
A persistent file used by Claude Code and Cursor agents to remember past decisions, optimization results, preferences, and learnings across sessions. Not available in Codex.

## N

**Negative Keywords**
Keywords you add to prevent your ads from showing for irrelevant searches. Example: adding "free" as a negative keyword prevents your premium product ads from showing on "free software" searches. Managed with `add_negative_keywords`.

## O

**OAuth 2.1 with PKCE**
The authentication standard Adspirer uses to connect to ad platforms. Your passwords stay with Google/Meta/LinkedIn/TikTok — Adspirer only receives scoped access tokens. See [Security](/docs/knowledge-base/security).

## P

**Phrase Match**
A keyword match type in Google Ads that shows your ad for searches that include the meaning of your keyword. Narrower than broad match, broader than exact match.

**PKCE (Proof Key for Code Exchange)**
A security extension to OAuth that prevents authorization code interception attacks. Every authentication generates a cryptographic proof that only your specific session can complete.

**PMax (Performance Max)**
A Google Ads campaign type that uses AI to optimize across all Google channels (Search, Display, YouTube, Gmail, Maps, Discover) from a single campaign.

## Q

**Quality Score**
Google Ads' rating (1-10) of your ad relevance, expected CTR, and landing page experience. Higher Quality Score = lower CPC and better ad positions. Ad extensions improve Quality Score.

## R

**Remarketing / Retargeting**
Showing ads to people who previously visited your website or interacted with your brand. Available on Google Ads, Meta, and LinkedIn.

**ROAS (Return On Ad Spend)**
Revenue generated per dollar spent on ads. Formula: `Revenue ÷ Ad Spend`. A ROAS of 4.0 means $4 revenue for every $1 spent.

**RSA (Responsive Search Ad)**
Google Ads format where you provide multiple headlines (up to 15) and descriptions (up to 4), and Google tests combinations to find the best performers.

## S

**Search Terms**
The actual words people type into Google that trigger your ads. Different from keywords (which you set). Analyzing search terms with `analyze_search_terms` reveals opportunities and waste.

**Sitelink Extension**
Links to specific pages on your website that appear below your main ad. Each sitelink has text (max 25 chars), two description lines (max 35 chars each), and a destination URL.

**SKILL.md**
The instruction file that teaches AI assistants proven advertising workflows. Skills contain step-by-step tool sequences, safety rules, and platform guidance. See [Agent Skills Overview](/docs/agent-skills/overview).

**STRATEGY.md**
A persistent file where strategic decisions are saved as directives (AVOID, PREFER, CONSTRAINT, REQUIRE). All Adspirer skills read this before executing. Directives are only saved after user confirmation.

**Structured Snippets**
A Google Ads extension that shows predefined categories of offerings. Available headers: Brands, Courses, Destinations, Models, Service Catalog, Styles, Types.

## T

**Target CPA**
A Google Ads bid strategy that automatically sets bids to get as many conversions as possible at your target cost per acquisition.

**Target ROAS**
A Google Ads bid strategy that automatically sets bids to maximize conversion value at your target return on ad spend.

**Task**
What a tool call accomplishes for you. Tasks span a complexity spectrum: **simple** (1 call — e.g., "what's my ROAS?"), **medium** (8–12 calls — e.g., launch a single campaign with research + ad copy + validation), or **complex** (25–40+ calls — e.g., multi-platform launch from one media plan). The same Adspirer plan covers tasks at every level. See [Pricing — What's a Tool Call?](/docs/knowledge-base/pricing#whats-a-tool-call).

**Tool Call**
The unit of Adspirer pricing. Each tool call is one task — anything from a one-line question to a multi-step campaign launch. A simple task is 1 call; a single campaign launch is 8–12 calls; a multi-platform launch from a media plan is 25–40+ calls. Tool call limits are shared across all AI clients (Claude, ChatGPT, Cursor, Codex, etc.) on a single Adspirer account. See [Pricing](/docs/knowledge-base/pricing).

## W

**Wasted Spend**
Ad spend on clicks that don't lead to conversions. Common causes: irrelevant keywords, broad match without negatives, poor landing pages, wrong audiences. Adspirer identifies waste with `analyze_wasted_spend`.