The Beginner’s Glossary To Facebook Advertising

                Photo Credit: rcbz1994

Facebook advertising jargon have your head spinning?

You aren’t alone.

The Ads Manager can be a daunting place, especially if you’re new to the tool. Mastering Facebook ads and getting killer results is all about understanding the variety of options you can use. Hidden features and little-known tricks can be a game changer and improve your campaigns significantly. But if you don’t understand the terminology being used, you’re going to have a hard time navigating the territory.

So before you take the social media bull by the horns, it might be worth a brief lesson in vocabulary. Think of it as similar to venturing to a foreign country – you wouldn’t take to the streets of Rome without a glossary of basic terms handy…the Ads Manager is no different!

Ad Terms

Ads Manager: a Facebook tool where you can create and manage your Facebook ads. This is the hub of all things advertising and where your different campaigns, ads, and billing information live.

Campaign: Where you choose your objective. The objective is the goal of your campaign, what you are actually trying to achieve. It can be site traffic, app downloads, getting conversions, etc.

Ad Set: The ad set is where you will define most of the settings, like your budget, bid and especially who you want to see your ads.

Ad: The ad is the creative you will use in your ad sets. There are many types of creatives you can use, in different campaign objectives and placements. Each ad set can contain various ads at once, so you can test which works better for you.

Status: Each campaign may be running, paused, completed or deleted.

Action Terms

Impressions: Counted each time an ad is shown to a user, regardless of whether the user clicks or takes any other action on the ad.

Reach: The number of unique users who saw your ad

Frequency: The average number of times people saw your ad.

Clicks: Any click that was made on your ad. This includes any social engagement, and clicks leading to a website

Relevancy Score: A measure of how relevant an ad is to a particular audience. The score is measured on a scale of 0-10. The score is displayed after 500 impressions are reached. Then the number updates in real time.

Budgeting Terms

Ad Auction: For each ad impression, Facebook’s ad auction system selects the best ads to run based on the ads’ maximum bids and ad performance. All ads on Facebook compete against each other in this process, and the ads that Facebook determines are more likely to be successful will win the auction.

Bid: The maximum amount you’ll pay per result for your ad set.

Daily Budget: Your daily budget is the amount you’ve indicated you’re willing to spend on a specific campaign per day. Facebook will never charge you more than your daily budget on a given day.

Result Terms

CPC: Cost Per Click. If your ads are bid on a CPC basis, you are charged each time someone interacts with your ad. Your total charges are based on the amount you spent on the ad divided by all clicks the ad received.

CPM: Cost Per Thousand Impressions is the amount you’re paying on average for every thousand impressions of your ad. If your ads are bid on a CPM basis, you will be charged when users view your ads, regardless of whether or not they click on them.

CTR: Click Through Rate is the percentage of users clicking on your ad.


Still confused about a certain term? Post your questions in the comments below or ask on us on Facebook! We’re happy to help, so don’t hesitate to use us as a resource.






Follow KWSM Team:
KWSM is a digital marketing agency made up of brand journalists. We specialize branding, positioning and ongoing marketing execution in order to generate leads. Our offices are located in Orange County, CA, San Diego, CA, Las Vegas, NV and Atlanta, GA, but we serve clients all over the country. Read More