When it comes to Facebook advertising, you’ll notice there’s a lot of terminology you need to know in order to make sense of everything. Whether you’re just starting out with Facebook advertising or have been running campaigns for a while, it can be overwhelming and confusing to navigate the different terms associated with the platform. Let’s take a look at some of the Facebook advertising terms you need to know.
Campaign: A campaign contains one or more ad sets and ads. You’ll choose one advertising objective for each of your campaigns.
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.
Impressions: The 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: 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: The total number of actions that people took on your Facebook Page and its posts, attributed to your ads.
Post Engagement: The total number of actions that people take involving your ads (or all posts, in some cases).
Link Clicks: The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned properties.
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.
Facebook Pixel: A piece of code for your website that enables you to measure, optimize, and build audiences for your ad campaigns.
Facebook Page: A public profile created by businesses, organizations, celebrities, and anyone seeking to promote themselves publicly through social media. Facebook pages work much like personal profile pages, except that they have “fans” instead of “friends.”
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).
Knowing these basic Facebook advertising terms can help you understand your campaigns or your campaign reports provided by your Facebook advertising company. Partnering with a digital marketing company to run your Facebook advertising can simplify the process and help you reach your online marketing goals via Facebook. Download our Facebook advertising ebook below to learn more.