Facebook advertising terms every digital marketer should know

As a  digital marketer, for you to run an advertisement on Facebook, there are specific terms you need to be familiar with which will help you to understand Facebook advertising more. As an online marketer, it might be overwhelming and sometimes confusing to navigate various parts of Facebook advertising,

Knowing these basic Facebook advertising terms can help you understand your campaigns or your campaign reports provided by your Facebook advertising company. Here are some of the terms to take note of:

  • Facebook Page: This is a profile created for a business or personal purpose which individuals can use for promotion of either product or self. Facebook pages work much like personal profile pages, except that they have “fans” instead of “friends.” 
  • Brand awareness: Introduce your brand to a new audience.
  • Reach: Expose your ad to as many people in your audience as possible.
  • Traffic: Drive traffic to a specific web page, app, or Facebook Messenger conversation.
  • Campaign: This contains one or more items of what you would like to advertise. You’ll choose one advertising objective for each of your campaigns.
  • Messages: Encourage people to contact your business using Facebook Messenger.
  • Conversions: Get people to take a specific action on your website (like subscribe to your list or buy your product), with your app, or on Facebook Messenger.
  • Catalog sales: Connect your Facebook ads to your product catalog to show people ads for the products they are most likely to want to buy.
  • Store traffic: Drive nearby customers to brick-and-mortar stores.
  • Ad Set: Ad sets contain one or more ads. You’ll define your targeting, budget, schedule, bidding, and placement at the ad set level.
  • Ad: The creative you use makes up an ad.

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  • Impressions: This is the total number of times your ads were viewed.
  • CPM: The average cost per 1,000 impressions.
  •  Reach The number of people who saw your ads at least once. Keep in mind that reach is different from impressions, which may include multiple views of your ads by the same people.
  • Frequency: This is the average number of times each person saw your ad.
  • Relevance Score: A rating from 1 to 10 that estimates how well your target audience is responding to your ad. This is Facebook’s equivalent to Google’s Quality Score.
  • Page Engagement: This is a detail of the people that related to your page or ads. It also shows the number of actions that people took on your Facebook Page and its posts, attributed to your ads.
  • Link Clicks: The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.
  • Facebook Pixel: A piece of code for your website that enables you to measure, optimize, and build audiences for your ad campaigns.
  • Facebook Business Manager: A tool for managing access to Pages and ad accounts, geared towards companies who need to give different permissions to lots of people.
  • Placement: Where ad units will appear. Options include Desktop and/or News Feed (Desktop and/or Mobile).
  • Facebook Blueprint: Facebook’s global education and certification program that empowers agencies and advertisers to effectively achieve business results by marketing with Facebook’s family of apps and services. This is Facebook’s equivalent to Google’s AdWords certification.

Applications for new entry will be open from April 10, 2023, to May 10, 2023.