# Ads
How do I run ads (on Google, Instagram, etc.)?
# 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.
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## 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).
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## 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).
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## 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).
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## 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).
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## 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.
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## 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.
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## 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).
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## 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.
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## 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
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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.
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## 🎯 Audiences, Targeting & Placements
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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}}.
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## 💸 Budgeting, Bidding, Auctions & Pacing
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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}}.
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## 📊 Metrics & Math (Performance Language)
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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}}.
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## 🧭 Tracking, Events, UTMs & Attribution
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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.
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## 🧠 Creative, Copy, Landing Pages & Offers
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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}}.
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## 🧩 Funnel Strategy & Incrementality
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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.
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## 🧪 Testing, Learning Phase & Optimization
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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.”
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## 🔁 Google vs Meta (Quick Translations)
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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}}.
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## ➕ Practical Extras (Common Terms That Fit the Topic)
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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.
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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”) ✅
# Meta
**Meta** is the company that owns **Instagram** and **Facebook** (plus WhatsApp). In advertising, “Meta” usually refers to **Meta Ads Manager**—the tool you use to create, target, and track ads on Instagram and Facebook. 🙂
# Instagram Ads — a practical overview 📣
Instagram ads are paid placements (powered by Meta Ads Manager) that let you reach specific audiences across **Instagram** (and optionally **Facebook**, **Messenger**, and the **Audience Network**) to drive outcomes like **awareness, traffic, leads, app installs, or purchases**. You can run ads from the Instagram app for simple boosts, but **Meta Ads Manager** is the standard for serious targeting, testing, and measurement.
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## 1) What you can achieve (common goals)
1. **Brand awareness & reach**
- Maximize how many people see your message.
2. **Traffic**
- Send people to a website, landing page, or in-app destination.
3. **Engagement**
- Increase likes/comments, post engagement, or video views (depending on setup).
4. **Leads**
- Collect lead info using **Instant Forms** (native lead forms) or your site.
5. **Sales / conversions**
- Drive purchases and revenue on your website or app (typically via Pixel/CAPI).
6. **App promotion**
- Encourage installs and in-app actions.
Leads
**Leads** are *potential customers* who share their contact info (or otherwise show clear interest) so you can follow up and try to convert them into buyers. 🙂
Common examples:
1. Someone fills out a **signup form** (name/email/phone).
2. Someone submits an **Instagram lead form** (“Instant Form”) from your ad.
3. Someone **messages you** asking for a quote or consultation.
4. Someone **books a call/appointment** or requests pricing.
In ads, you’ll often track **cost per lead (CPL)** = how much you paid, on average, for each person who became a lead.