Ad Fatigue: where a target audience becomes less responsive to an advertisement due to overexposure or repetitive content.

Audience ceiling: the maximum potential reach or size of a target audience that a particular marketing campaign or channel can effectively engage or influence.

Autoresponder: A software tool that automatically sends pre-written emails to recipients at set times or in response to specific triggers.

B2B (Business to Business): A type of transaction or marketing strategy where businesses sell products or services to other businesses.

Call to Action (CTA): A prompt or instruction in marketing materials meant to provoke an immediate response, such as “Download Now” or “Subscribe.”

Client: An individual or business that purchases products or services from another business.

Cold Email: An unsolicited email sent to a potential customer who has had no prior contact with the sender.

Conversion: The process of converting a visitor or viewer into taking a desired action.

Copy: Written content created for advertising or marketing purposes.

CRM (Customer Relationship Management): A system or software used to manage interactions with current and potential customers, typically storing data on customer history and preferences.

Drip-campaign: A marketing strategy that involves sending out a series of pre-written, automated messages to customers or prospects over time.

Email Marketing: The use of email to promote products or services and develop relationships with potential customers or clients.

Funnel: A model describing the stages a customer goes through, from first learning about a product or service to making a purchase.

Guru: An expert or knowledgeable person in a specific field, often used in marketing to describe a thought leader.

Key Performance Indicators (KPIs): Measurable values that indicate how effectively an action is achieving key objectives.

Landing Page: A standalone web page created specifically for a marketing or advertising campaign, where visitors “land” after clicking on a link.

Lead: A person who has shown interest in a company’s product or service, potentially a future customer.

Lead Magnet: An incentive offered to potential buyers in exchange for their contact information, like a free eBook, trial subscription, or webinar.

Micro-Commitment: Small actions taken by users, such as filling out a form or watching a video, which lead them closer to a higher commitment like a purchase.

Offer: A marketing proposition where a product or service is presented to potential customers for consideration.

Optimisation: The process of making changes and adjustments to improve the effectiveness of a marketing campaign or website.

Pay-per-click (PPC): An online advertising model in which advertisers pay a fee each time one of their ads is clicked.

Pitch: A presentation or proposal of a product or service to potential buyers or investors.

Prospect: A potential customer or client who has been identified as fitting a target market or customer profile.

Prospecting: The process of searching for potential customers or clients.

Qualify: The process of determining whether a prospect or lead meets certain criteria to become a customer.

Return On Ad Spend (ROAS): A metric that measures the effectiveness of advertising campaigns, calculated by dividing the revenue generated from ads by the cost of those ads.

Return on Investment (ROI): A measure used to evaluate the efficiency or profitability of an investment, calculated by dividing the benefit (return) of an investment by the cost of the investment.

Search Engine Optimization (SEO): The practice of increasing the quantity and quality of traffic to a website through organic search engine results.

Social Proof: The concept where people’s decisions are influenced by others’ actions and opinions, as exemplified by the impact of online reviews on consumer choices.

Spam: Unsolicited, irrelevant, or inappropriate messages sent on the internet to a large number of recipients.

Target Audience: A specific group of consumers most likely to be interested in a product or service, identified as the target for a marketing campaign.

Traffic: The people who view advertisements and visit a website or page as a result of clicking on the advertisement.

Upsell: A sales technique where a seller offers the customer the option to purchase more expensive items, upgrades, or other add-ons.

Value Proposition: A statement that explains how a product or service solves a customer’s problem, meets their need, or provides benefit.

Meta-Specific Terms:

Ad Sets: A level in the Meta Ads structure where you define the budget, schedule, bidding, audience, and placement of your ads within a campaign.

Ads: The individual advertisements that users see on the Meta platforms, including visuals, copy, and a call-to-action.

Audience: The group of people who will potentially see your ads, defined by demographics, interests, behaviors, and other targeting criteria.

Business Asset Groups: A feature in Meta’s Business Manager that allows you to organize and manage all your business’s assets (like Pages, ad accounts, and team members) in one place.

Campaign: The highest level in the Meta Ads structure, where you set your advertising objective, such as brand awareness, lead generation, or sales.

Click-Through-Rate (CTR): A metric that measures the percentage of clicks on your ad relative to the number of times it was shown (impressions), indicating how well your ad is performing in capturing users’ attention.

Cost-Per-Lead (CPL): A metric that represents the average cost of acquiring a lead from your ads, calculated by dividing the total spent on a campaign by the number of leads generated.

Frequency: A metric that shows the average number of times each person saw your ad, used to assess the balance between reach and overexposure.

Meta Assets: All the digital properties and tools associated with Meta, including Facebook Pages, Instagram accounts, ad accounts, pixels, and catalogues that are used for advertising and managing your presence on Meta platforms.

Reach: A metric that indicates the number of unique users who saw your ad at least once, helping to gauge how broadly your ad is being seen in your target audience.

Meta Glossary of Ad Terms