It's so easy to fall into lingo disco. Every business has their own terms and abbreviations they use daily. If you are looking into Facebook Ads or have run facebook campaigns in the past, then you understand there are terms unique to this platform. Here is a list of compiled key terms that should help you in your journey.
Above the Fold-
This term refers to the amount of content an audience can view before they must click or move your ad in some way to continue reading. Generally, you want a link and hook above the fold.
Affinity Score-
This is the likelihood that someone who like one topic will like another. It's typically presented in a percentage basis. For instance, someone who likes keto diets will probably also be interested in fitness programs. The higher the affinity score, the more relatable the page or topic will be to your audience. This will help with better customer targeting.
Audience Network-
Facebook has the ability to share your ad on other apps, websites and online content. It might be in a pop up,an ad banner, or imbedded in an article.
Automatic Bidding-
This is the default process of letting Facebook decide how much a click is worth to you. You still set the daily or lifetime budget for the Ad.
Average Order Value (AOV)-
This is the average amount a customer spends at your business. This is not something Facebook calculates for you. Typically, you can find this out yourself by adding total spend of each of your customers divided by number of customers. This can be a metric used to help justify your advertising budget.
Click through Rate (CTR)-
This is the percentage of times your target audience clicks on your ad versus the number of times the ad has been presented to your audience. This is a measure that helps you gauge how well your ad is at engaging your target audience. Low CTR could be a trigger to continue to improve your Ad or tweaking your target audience.
Cold Traffic-
Nope, this isn't how many customer's forgot to wear their coat. This is a term that indicates an audience that has never interacted with your website or product. See Warm Traffic- those with coats and hot coffee.
Cost per action/Cost per Acquisition (CPA)-
This is how much it costs you to get a customer to take a specific action. For instance, if your goal is to increase how many followers you have, then the CPA is how much your ad spend relates to how many people have followed your account.
Custom Audience-
This is an imported list of customer information you are using to enhance your target audience. This could be email addresses, phone numbers, and other data points. This data could come from email marketing, web page visitors, customers who have opted in to receive a newsletter or offer, etc. When you advertise to this group it is generally considered warm traffic because they have previous exposure to your offerings.
Dark Post-
This is content you build in Ads Manager without sharing to your Facebook page first. This will not show up in the Facebook page you are running the campaign under. Generally, Ads that are going to new audiences would use this approach. See Light Post below.
Frequency-
This is the number of times your Ad has been delivered to your audience. When you reach a frequency of 1.0 your Ad has been shared with everyone at least once who is in your daily budget allotment.
Impression-
This is the amount of times your ad has been delivered to members of your audience. A point to remember here is that this is the total number of opportunities the audience has had to see your Ad, but doesn't mean they have actually looked at or fully read your ad.
Key Performance Indicator (KPI)-
These are benchmarks you use to measure how well your marketing is doing. The actually KPI's you measure will be different depending on your market research, the customers you are engaging and the goals defined for your marketing strategy.
Landing Page-
This is the page your offer links to. When someone clicks on your Ad they will be taken to this page. It could be a page of your website or a specific product page or it could be a page stand alone page that promotes a phone call back to your business.
Light Post-
This is content you delivered in a Facebook post first before running in an Ad. Sorry for those who were looking for a chronicles of Narnia reference. There are many reasons you might choose this approach. One of which is to build social proof first, then using that as the basis for your Ad.
Lookalike Audience-
This is an audience Facebook creates for you based on a custom audience you have already provided. Facebook takes characteristics of your custom audience and pulls in a new audience list with people who share attributes with the custom audience.
Manual Bidding-
This is when you tell facebook how much you spend per click. Facebook will limit the cost and it will prevent the ad from bidding more than this amount. The downside is if your click is not high enough it simply won't be shown. Starting off, I would recommend sticking with the automatic bidding process.
Native Advertising-
This is a term to describe an Ad network that requires you to use the platform it runs. For example, instagram is a native platform. You are expected to have a profile created and use the platform in order to advertise on it.
Scaling Out-
This is used to describe the process of increasing the number of ad sets (targets), within a campaign, to test the same ad on different audiences.
Scaling Up-
This is used to describe the process of increasing your ad spend for a certain campaign that's doing good. This isn't as easy as just increasing your ad spend due to Facebook's bidding process. Your pay per click might be $.47 per click, but if you increase the ad spend quickly it could increase how much it costs you to get a click as well. It might not be as profitable.
Specific Interest Audience-
This is a group of people you have choose to target your Ad campaign to. In Facebook, this is determined at the Ad level. This audience could consist of such parameters as age, gender, location, online behaviors, job profession, etc. In Facebook, this group can also be saved if you want to use this group for future campaigns.
Split Test-
This is the process of testing separate portions of your ad. For instance, you might be testing which video or image works best. You run both separately and then compare the results. You might also work with a long form ad copy and a short form ad copy.
Warm Traffic-
This is an audience that has had prior exposure to your website or products. They might have previously signed up for an email list, previously made a purchase, or taken advantage of another offer you have presented.
Thanks for reading this article. We hope you learned something. Good luck getting your message out.
Comments