Whether you are new on the network or have been marketing on it for a while, the complexity of Facebook ads can be both a blessing and a curse. You can get out of it exactly what your business needs, but only if you understand every bit of the network. To help in that regard, this post will demystify Facebook ads for you by walking you through an introductory advertising terminology glossary.
A Note Ahead of the Facebook Advertising Terminology Glossary
The below is by no means a complete glossary of Facebook ad terminology. The world’s largest social media network is constantly evolving, adding new features (and resulting terms) to its repertoire for both marketers and users. It does, however, give users new to the platform an overview of the most common terms needed when advertising on Facebook.
1. Audience Insights
Facebook’s internal analytics platform, which allows you to glean information about the age, location, and other demographics of the audience that follows you along with performance of individual posts.
2. Business Manager
A tool that enables you to more easily manage your advertising campaign and business pages on Facebook. Especially if you are managing multiple pages or campaigns, Facebook’s Business Manager becomes beneficial.
3. Custom Audience
When running a marketing campaign, custom audiences enable you to target your ads toward a list of people you’ve uploaded. If, for example, you have a list of all of your potential customers, uploading it as a custom audience enables Facebook to match email address to current users on the network and target your ads exclusively to them.
4. Lookalike Audience
An added benefit to custom audiences, this feature allows you to expand your targeting to Facebook users who are similar to the audience you’ve uploaded. Lookalike audiences enable you to expand your target audience while still maintaining a tight target.
5. Facebook Retargeting
Through the simple process of adding a line of code to your website, Facebook enables marketers to target ads toward users who recently visited your site. It’s another way to ensure audience relevancy, and web visitors who are retargeted are 70% more likely to convert to customers.
6. Ad reports
Through Facebook’s internal reporting tool, you can glean information about the success of your campaigns. You can customize and filter time ranges, ad sets, and other variables to get the report you need to determine whether a specific ad campaign was worth the budget.
7. Conversion Pixel
Facebook enables marketers to measure not just how many people clicked through an ad, but how many of them converted to leads or customers as well. If you place a line of code, known as a conversion pixel, on the web page that signifies conversion (such as a thank you for your order page), the information will track back and automatically get added into your ad report.
8. Power Editor
Designed toward experienced marketers, Facebook’s Power Editor is an advanced version of the ads manager. Here, you have more options to set up your ads, such as in-depth targeting, running A/B tests, and more.
Short for click-through rate, it’s the percentage of users who were exposed to your ad who actually were interested enough to click on it. Facebook determines click through rate by dividing total clicks by total impressions of the ad.
Cost per mile, which is a way you can pay for your ads. Your budget will be charged every 1,000th time your ad will be shown.
Return on investment, or the value you get back for running a campaign. The most accurate way to measure Facebook ad ROI is through conversion pixels, as mentioned above.
Optimized cost per mile, a Facebook-specific way of bidding and paying for your ads. You are charged not for impressions or even clicks, but the goal you’ve determined, such as conversions.
13. Dark Posts
Publishing ads that do not appear on your business page’s timeline. Simply promoting a post means both your followers and your targeted audience will see the content. A dark post, on the other hand, ensures that only your targeted audience will see it, and limits overexposure for the users who already follow your page.
14. Facebook Creative Content
The meat and bones of your ad. This will likely consist of body text, an image or video, and a link to the page you want to lead your audience to. Facebook’s guidelines for the text and images are very specific, so be sure to familiarize yourself with these.
15. Customer Interests and Behaviors
Targeting options that go beyond custom audiences and retargeting. You can target Facebook users based on anything in their profile and history on the network. Interests such as ‘exercise’ are just as possible as behaviors, such as targeting an ad specifically toward people who recently bought a car.
Over to you: how many of the above definition were you familiar with? What other terms have you come across that you would love to have an explanation for? To let us help you succeed in both Facebook and eCommerce email marketing, contact us.