# Terminology A structured glossary of the most common terms you’ll encounter in online ads (Google, Instagram/Meta, YouTube, TikTok, etc.) # Online Advertising Terminology — A Practical Overview 📣 Below is a structured glossary of the most common terms you’ll encounter in online ads (Google, Instagram/Meta, YouTube, TikTok, etc.). I’ll group them by how ads are planned, bought, measured, and optimized. --- ## 1) Core building blocks (how campaigns are organized) 1. **Account / Business Manager** - The “container” that holds billing, users/permissions, pixels, and all campaigns (e.g., Google Ads account, Meta Business Manager). 2. **Campaign** - The highest-level objective and settings (e.g., *Sales*, *Leads*, *Traffic*, *Awareness*). 3. **Ad Set / Ad Group** - Where targeting and delivery settings typically live. - **Meta** uses *Ad Set*; **Google** uses *Ad Group* (especially in Search/Display). 4. **Ad / Creative** - The actual ad users see: image/video, headline, copy, CTA button, etc. 5. **Objective / Goal** - What the platform optimizes toward (e.g., purchases, leads, landing page views). --- ## 2) Targeting & audiences (who sees the ads) 1. **Audience** - The group of people you want to reach. 2. **Targeting** - Filters like location, age, language, interests, behaviors, device, etc. 3. **Custom Audience (Meta) / Customer Match (Google)** - Audience built from your data (email list, site visitors, app users). 4. **Lookalike Audience (Meta) / Similar Segments (historically Google)** - People who “resemble” your best customers based on a seed audience. 5. **Remarketing / Retargeting** - Showing ads to people who already interacted with you (visited site, added to cart, watched video). 6. **Placements** - Where ads appear. - Examples: Instagram Feed, Stories, Reels; Google Search results; YouTube in-stream; Display network sites. 7. **Frequency** - Average number of times a person saw your ad in a period. - Often watched for *ad fatigue* (too many repeat views). --- ## 3) Bidding & budgets (how you pay and how delivery works) 1. **Budget** - **Daily budget**: per day average spending. - **Lifetime budget**: total spend over a campaign’s run. 2. **Bid / Bidding Strategy** - How you compete in the auction. - Common approaches: - **Lowest cost / Maximize** (spend efficiently to get most results) - **Cost cap / Target CPA** - **ROAS target** (optimize for revenue return) 3. **Auction** - Real-time decision process determining which ad shows, to whom, and at what “price” (influenced by bid, predicted performance, relevance/quality). 4. **Pacing** - How spend is distributed over time (smooth vs accelerated, depending on platform and settings). --- ## 4) Pricing models & key metrics (the language of performance) 1. **Impression** - One instance of an ad being shown. 2. **Reach** - Unique people who saw the ad. 3. **Clicks** - Users clicking the ad (to site, app store, call, etc.). 4. **CTR (Click-Through Rate)** - Clicks ÷ impressions. - Indicates how compelling the ad is *for that audience/placement*. 5. **CPC (Cost Per Click)** - Spend ÷ clicks. 6. **CPM (Cost Per Mille)** - Cost per 1,000 impressions. 7. **Conversions** - Desired actions (purchase, lead form, signup, call, add-to-cart). 8. **CVR (Conversion Rate)** - Conversions ÷ clicks (or ÷ sessions, depending on reporting). 9. **CPA / CPL (Cost Per Acquisition / Cost Per Lead)** - Spend ÷ conversions (or leads). 10. **ROAS (Return on Ad Spend)** - Revenue attributed to ads ÷ ad spend. - Example: ROAS 3.0 = \\$3 revenue for each \\$1 spent. 11. **AOV (Average Order Value)** - Revenue ÷ number of orders. 12. **LTV / CLV (Lifetime Value)** - Expected total value of a customer over time (useful for scaling). --- ## 5) Tracking & attribution (how results are counted) 1. **Pixel (Meta) / Tag (Google)** - Code installed on your site to track events and build audiences. 2. **Event** - A tracked action like `PageView`, `ViewContent`, `AddToCart`, `Purchase`, `Lead`. 3. **UTM Parameters** - URL tags (e.g., `utm_source`, `utm_medium`, `utm_campaign`) for analytics tools like GA4. 4. **Attribution** - Rules for assigning credit to ads for a conversion. - Common concepts: - **Click-through attribution** vs **view-through attribution** - **Attribution window** (e.g., 7-day click, 1-day view) - **Last-click** vs **data-driven** models (platform dependent) 5. **Conversion API (Meta CAPI) / Enhanced Conversions (Google)** - Server-side tracking to improve measurement when browser tracking is limited. --- ## 6) Creative & messaging terms (what you’re actually showing) 1. **Creative** - The visual/video asset plus messaging. 2. **Copy** - The text: primary text, headline, description. 3. **CTA (Call to Action)** - The button or prompt (e.g., *Shop Now*, *Learn More*). 4. **Landing Page** - The page users arrive at after clicking. 5. **Offer** - The value proposition (discount, free trial, bundle, free shipping). 6. **Ad Fatigue** - Performance decline as the same audience sees the same creative too often. --- ## 7) Campaign strategy concepts (how people move toward purchase) 1. **Funnel** - **TOF (Top of Funnel)**: awareness/discovery - **MOF (Middle of Funnel)**: consideration (engagement, site visits) - **BOF (Bottom of Funnel)**: conversion (purchase/lead) 2. **Cold / Warm / Hot Audiences** - **Cold**: never interacted - **Warm**: engaged/visited - **Hot**: high intent (cart/checkout visitors, prior leads) 3. **Prospecting** - Reaching new people (cold audiences). 4. **Retargeting** - Re-engaging people who showed intent. 5. **Incrementality** - Measuring what conversions happened *because* of ads (vs would have happened anyway). --- ## 8) Testing & optimization terms (improving performance) 1. **A/B Test (Split Test)** - Compare two variants (creative, audience, landing page) under controlled conditions. 2. **Creative Testing** - Systematically testing multiple hooks, formats, and angles. 3. **Learning Phase (Meta)** - Period where delivery is still stabilizing as the system gathers data. 4. **Scaling** - Increasing budget/spend while maintaining efficiency (CPA/ROAS). - **Vertical scaling**: raise budgets on winners - **Horizontal scaling**: expand audiences/creatives/placements 5. **Optimization** - Adjusting bids, budgets, creatives, targeting, and landing pages to hit goals. --- ## 9) Platform-specific quick translations (Google vs Meta) 1. **Meta (Instagram/Facebook)** - Campaign → Ad Set → Ad - Pixel / CAPI - Placements: Feed, Stories, Reels, Audience Network, etc. 2. **Google Ads** - Campaign → Ad Group → Ad - Search terms, keywords, match types (Search campaigns) - Tags, Enhanced Conversions - Networks: Search, Display, YouTube, Shopping, Performance Max --- ### If you tell me your goal, I can tailor this glossary Reply with: 1. Your platform(s): Google, Instagram/Meta, TikTok, etc. 2. Your objective: sales, leads, app installs, awareness 3. Your business type: e-commerce, local service, SaaS, creator, etc. …and I’ll highlight only the terms you’ll actually use day-to-day (plus what to watch out for) ✅ # Anki Cloze Cards — Online Advertising Terminology 📣 ## 🧱 Account Structure & Core Building Blocks --- 1. An ads *{{c1::Account / Business Manager}}* is the “container” that holds {{c2::billing}}, {{c3::users/permissions}}, and tracking assets like a {{c4::pixel/tag}}. 2. A *{{c1::Campaign}}* usually contains the highest-level {{c2::objective/goal}} plus broad settings like {{c3::budget strategy}}. 3. In Meta, the middle layer is the {{c1::Ad Set}}; in Google Search/Display it’s typically the {{c2::Ad Group}}. 4. Targeting and delivery settings usually live at the {{c1::Ad Set / Ad Group}} level (not the {{c2::ad/creative}} level). 5. The *{{c1::Ad / Creative}}* is what people actually see: {{c2::image/video}}, {{c3::headline/copy}}, and a {{c4::CTA}}. 6. A platform *{{c1::Objective}}* tells the system what to optimize for (e.g., {{c2::purchases}}, {{c3::leads}}, {{c4::landing page views}}). 7. Good naming conventions reduce chaos: include {{c1::objective}}, {{c2::audience}}, and {{c3::creative angle}} in names to make reporting faster. 8. To avoid messy tests, change {{c1::one major variable at a time}} (e.g., audience *or* creative) instead of {{c2::multiple}} at once. --- ## 🎯 Audiences, Targeting & Placements --- 9. An *{{c1::Audience}}* is the group of people you want to reach; *{{c2::Targeting}}* is how you define/filter that group. 10. Examples of targeting filters include {{c1::location}}, {{c2::age}}, {{c3::language}}, and {{c4::interests/behaviors}}. 11. *{{c1::Custom Audiences (Meta)}}* and *{{c2::Customer Match (Google)}}* are built from your {{c3::own data}} (e.g., email list, visitors). 12. *{{c1::Remarketing/Retargeting}}* means advertising to people who already {{c2::interacted}} (visited site, added to cart, watched video). 13. *{{c1::Placements}}* = where the ad appears (e.g., Instagram {{c2::Feed/Stories/Reels}} or YouTube {{c3::in-stream}}). 14. *{{c1::Frequency}}* is the average number of times a {{c2::person}} saw your ad in a period—often used to watch for {{c3::ad fatigue}}. 15. A classic retargeting ladder: {{c1::product viewers}} → {{c2::add-to-cart}} → {{c3::checkout}} (higher intent as you go). 16. *Cold / Warm / Hot* audiences map to intent: {{c1::never interacted}}, {{c2::engaged/visited}}, {{c3::high intent}}. 17. “Prospecting” focuses on {{c1::new people}}; “retargeting” focuses on {{c2::people who already showed intent}}. 18. Audience size impacts delivery: too {{c1::small}} can limit scale; too {{c2::broad}} can make messaging less relevant. 19. In many platforms, you can exclude prior buyers to reduce wasted spend: exclude {{c1::Purchase}} event or {{c2::customer list}}. 20. Placement strategy trade-off: more placements = more {{c1::inventory}} and potentially lower CPMs, but less {{c2::creative control}}. --- ## 💸 Budgeting, Bidding, Auctions & Pacing --- 21. A {{c1::Daily budget}} spends an average per day; a {{c2::Lifetime budget}} caps total spend across the schedule. 22. In an ad {{c1::auction}}, winners are determined by factors like {{c2::bid}}, {{c3::predicted performance}}, and {{c4::relevance/quality}}. 23. “{{c1::Lowest cost / Maximize}}” strategies aim to get the most results for your budget, rather than holding a fixed {{c2::CPA}}. 24. “{{c1::Cost cap / Target CPA}}” tries to keep average cost near a target, potentially reducing {{c2::delivery/volume}}. 25. A {{c1::ROAS target}} strategy optimizes toward revenue efficiency instead of just minimizing {{c2::CPA}}. 26. *{{c1::Pacing}}* describes how spend is distributed over time: {{c2::smooth}} vs more {{c3::front-loaded}} (platform-dependent). 27. A common scaling rule: increase budget gradually (e.g., {{c1::10–30%}} steps) to avoid destabilizing delivery/learning. 28. If performance collapses right after a big budget jump, you may have reset/extended the {{c1::learning phase}} or changed auction dynamics. 29. Bids can be influenced by value: if you track purchase value, you can optimize for {{c1::conversion value}} rather than just {{c2::count}}. --- ## 📊 Metrics & Math (Performance Language) --- 30. An {{c1::Impression}} is one instance of an ad being shown; {{c2::Reach}} counts unique people who saw it. 31. {{c1::CTR}} = {{c2::Clicks ÷ Impressions}}. 32. {{c1::CPC}} = {{c2::Spend ÷ Clicks}}. 33. {{c1::CPM}} = cost per {{c2::1,000 impressions}}. 34. A {{c1::Conversion}} is a desired action like {{c2::purchase}}, {{c3::lead}}, or {{c4::signup}}. 35. {{c1::CVR}} is often {{c2::Conversions ÷ Clicks}} (or sometimes ÷ sessions, depending on setup). 36. {{c1::CPA/CPL}} = {{c2::Spend ÷ Conversions/Leads}}. 37. {{c1::ROAS}} = {{c2::Revenue attributed to ads ÷ Ad spend}}. 38. Example: ROAS 3.0 means about {{c1::$3}} revenue for each {{c2::$1}} spent. 39. {{c1::AOV}} = {{c2::Revenue ÷ Number of orders}}. 40. {{c1::LTV/CLV}} estimates customer value over time and helps decide how high a {{c2::CPA}} can be while staying profitable. 41. Profit-aware thinking: break-even ROAS ≈ {{c1::1 ÷ gross margin}} (e.g., 50% margin → {{c2::ROAS 2.0}}). 42. A quick sanity check: if CTR is fine but CVR is low, the bottleneck is often the {{c1::landing page}} or {{c2::offer}}. 43. If CPM spikes but CTR stays stable, you may be hitting higher competition or a narrower {{c1::audience}}. 44. If CPC rises while CPM is stable, CTR likely {{c1::dropped}} (since CPC is influenced by {{c2::CTR}}). 45. Always align the “conversion” you optimize for with your goal: optimizing for {{c1::clicks}} rarely maximizes {{c2::sales}}. --- ## 🧭 Tracking, Events, UTMs & Attribution --- 46. A {{c1::Pixel (Meta)}} / {{c2::Tag (Google)}} is site code that tracks events and builds audiences. 47. Common events include {{c1::PageView}}, {{c2::AddToCart}}, {{c3::Purchase}}, and {{c4::Lead}}. 48. {{c1::UTM parameters}} are URL tags like {{c2::utm\_source}} and {{c3::utm\_campaign}} used for analytics tools (e.g., {{c4::GA4}}). 49. Attribution is the rule for assigning credit for conversions to ads, like {{c1::last-click}} or {{c2::data-driven}}. 50. {{c1::Click-through}} attribution credits conversions after a click; {{c2::view-through}} credits conversions after an impression (no click). 51. An {{c1::attribution window}} might be “{{c2::7-day click}} / {{c3::1-day view}}” (platform dependent). 52. {{c1::Conversion API (Meta CAPI)}} / {{c2::Enhanced Conversions (Google)}} are {{c3::server-side}} methods to improve measurement when browsers block cookies. 53. A common tracking mistake: counting the wrong event (e.g., optimizing for {{c1::PageView}} instead of {{c2::Purchase}}). 54. UTMs help reconcile platform reports with analytics: platform may {{c1::overcount}} relative to GA4 due to differing {{c2::attribution}}. 55. Better signal quality often comes from sending {{c1::value}} and {{c2::currency}} with purchase events, not just “purchase = true.” 56. “Deduplication” means preventing double counting when both {{c1::browser pixel}} and {{c2::server events}} fire. --- ## 🧠 Creative, Copy, Landing Pages & Offers --- 57. “{{c1::Creative}}” includes the asset (image/video) plus {{c2::messaging}} and {{c3::format}}. 58. “{{c1::Copy}}” includes the {{c2::primary text}}, {{c3::headline}}, and optional {{c4::description}}. 59. A {{c1::CTA}} is the prompt/button (e.g., {{c2::Shop Now}}, {{c3::Learn More}}). 60. The {{c1::Landing Page}} is where users arrive after clicking; it must match the ad’s {{c2::promise}}. 61. An {{c1::Offer}} is the value proposition: {{c2::discount}}, {{c3::free trial}}, {{c4::free shipping}}. 62. {{c1::Ad fatigue}} often shows up as falling {{c2::CTR}} and/or rising {{c3::CPA}} at similar frequency. 63. Good creative testing varies {{c1::hooks}} (first 1–2 seconds / headline), not just colors or minor tweaks. 64. Message match: if the ad sells “{{c1::20% off}},” the landing page should show {{c2::the same offer}} immediately. 65. In short-form video, the first {{c1::2–3 seconds}} often determine whether users keep watching, impacting overall {{c2::performance}}. --- ## 🧩 Funnel Strategy & Incrementality --- 66. A marketing {{c1::funnel}} often uses {{c2::TOF}} (awareness), {{c3::MOF}} (consideration), and {{c4::BOF}} (conversion). 67. TOF creatives typically optimize for attention; BOF creatives emphasize {{c1::proof}} and {{c2::offer}} to drive action. 68. Retargeting usually works best when segmented by {{c1::recency}} (e.g., 1–7 days vs 8–30 days). 69. “{{c1::Incrementality}}” asks: how many conversions happened {{c2::because of ads}} vs would have happened anyway? 70. A simple incrementality approach: run a {{c1::holdout}} (no-ads) group and compare to an {{c2::exposed}} group. 71. Over-relying on last-click can undervalue TOF; data-driven models try to account for {{c1::assist}} and {{c2::multi-touch}} impact. --- ## 🧪 Testing, Learning Phase & Optimization --- 72. An {{c1::A/B test}} compares two variants under controlled conditions (e.g., same audience, different {{c2::creative}}). 73. A clean A/B test changes {{c1::one variable}} and keeps everything else {{c2::constant}}. 74. In Meta, the {{c1::Learning Phase}} is when delivery is stabilizing as the system gathers conversion data. 75. Too many edits (budget, targeting, creative) can keep campaigns in {{c1::learning}} and reduce stability. 76. “{{c1::Scaling}}” means increasing spend while maintaining efficiency like {{c2::CPA}} or {{c3::ROAS}}. 77. {{c1::Vertical scaling}} = increase budget on winners; {{c2::horizontal scaling}} = add new audiences/creatives/placements. 78. Optimization levers usually include {{c1::creative}}, {{c2::targeting}}, {{c3::bidding/budget}}, and {{c4::landing page}}. 79. Diagnosing issues: if CTR is low, fix {{c1::creative/message}}; if CVR is low, fix {{c2::landing page/offer}}. 80. Always evaluate changes with enough data: avoid optimizing on {{c1::tiny sample sizes}} that create false “winners.” --- ## 🔁 Google vs Meta (Quick Translations) --- 81. Meta structure: {{c1::Campaign → Ad Set → Ad}}. 82. Google Ads structure: {{c1::Campaign → Ad Group → Ad}}. 83. Meta uses {{c1::Pixel}} and {{c2::CAPI}}; Google uses {{c3::Tags}} and {{c4::Enhanced Conversions}}. 84. Google Search campaigns revolve around {{c1::keywords}} and {{c2::match types}} (in contrast to Meta’s interest/behavior targeting emphasis). 85. Google networks can include {{c1::Search}}, {{c2::Display}}, {{c3::YouTube}}, and {{c4::Shopping/Performance Max}}. 86. YouTube “in-stream” is a {{c1::placement/format}} where ads run {{c2::during videos}}. --- ## ➕ Practical Extras (Common Terms That Fit the Topic) --- 87. {{c1::Quality / relevance}} affects auction outcomes: better expected performance can reduce effective {{c2::cost}}. 88. {{c1::Creative angle}} = the “why buy” frame (e.g., convenience vs status); testing angles often beats micro-optimizing {{c2::design}}. 89. {{c1::Hook}} = opening line/visual that stops the scroll; it strongly influences {{c2::thumb-stop rate}} (attention). 90. {{c1::Social proof}} (reviews, UGC, testimonials) often improves BOF performance by reducing {{c2::risk}}. 91. A {{c1::Lead magnet}} (guide, checklist) can increase lead volume but may reduce lead {{c2::quality}} if the offer is too broad. 92. {{c1::Friction}} on the landing page (slow load, long forms) typically lowers {{c2::CVR}}. 93. {{c1::Landing page speed}} impacts conversion rate; even a 1–2 second delay can reduce {{c2::results}}. 94. A good KPI hierarchy: {{c1::North Star}} (profit/ROAS) supported by {{c2::leading indicators}} (CTR, CPC, CVR). 95. “{{c1::Frequency cap}}” (where available) limits how often one person sees an ad to reduce {{c2::fatigue}}. 96. “{{c1::Audience overlap}}” can cause your ad sets to compete against each other, pushing {{c2::CPM}} up. 97. A “{{c1::Conversion}}” should be measurable and aligned; optimize for {{c2::Purchase}} if you want revenue, not just {{c3::AddToCart}}. 98. “{{c1::Offline conversions}}” (e.g., in-store sales) can be imported so platforms optimize beyond {{c2::website-only}} outcomes. 99. A good reporting habit: compare platform ROAS with {{c1::blended ROAS}} (total revenue ÷ total ad spend) to avoid tunnel vision. 100. Sustainable scaling often requires expanding {{c1::creative volume}} and {{c2::offer variety}}, not only increasing budget. --- If you tell me your **platform** (Meta / Google / TikTok), **goal** (sales/leads), and **business type**, I can generate a second batch focused on the *exact* terminology and scenarios you’ll encounter day-to-day (plus “gotchas”) ✅