Desktop Right Column refers to the ad placement option where an ad won’t appear in News Feed, but instead appears in the right-hand column in Facebook. Right Column ads are only available for desktop placement, not mobile. Continue reading Facebook – Desktop Right Column
Return on Ad Spend is a metric used to measure the effectiveness of a Facebook marketing campaign. We prefer to measure how much revenue is generated for every dollar spent on Facebook advertising. Continue reading Facebook – ROAS (Return on Ad Spend)
Conversions are customer-completed actions, like purchases or adding items to a cart on a website. Continue reading Facebook – Conversions
Clicks are the total number of times someone clicks on your ad. Depending on what you’re promoting, this can include event responses or app installs. Continue reading Facebook – Clicks
An individual ad includes its creative — the image, video, and/or text it uses — target audience, and bid. Your ads appear along with the stories that are relevant to your audience so it’s important that the creative in your ads are aligned with their interests. Continue reading Facebook – Ad
An ad set includes one or more ads, a budget, and a schedule. You can create an ad set for each of your audience segments by making the ads within the ad set target the same audience. This will help you control the amount you spend on each audience, decide when each audience will see your ads, and see metrics specific to each audience. You can also decide where the ads within the ad set appear on Facebook. Continue reading Facebook – Ad Set
This is the number of times your ad was served. On our mobile apps, an ad is counted as served the first time it’s viewed. On all other Facebook interfaces, an ad is served the first time it’s placed in someone’s News Feed or each time it’s placed in a desktop right column. Continue reading Facebook – Impressions
Your average CPM is the amount you’re paying on average for every 1,000 impressions of your ad. This is calculated as total cost for ad / (total impressions / 1000) Continue reading Facebook – Cost Per 1000 Impressions (CPM)
This is the amount you’re paying on average for each click on your ad. Average CPC is calculated as total cost for ad / total clicks. Continue reading Facebook – Cost Per Click (CPC)
This is the average amount that you’re paying for each action people take on your ads. What you pay depends on who you’re targeting and how many other advertisers are competing to show their ads to your audience. Well-designed ads will encourage more people to take an action; the more actions you get for your budget, the lower your cost per action will be. Continue reading Facebook – Cost Per Action (CPA)
For each ad impression, our 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 our system determines are most likely to be successful will win the auction. Continue reading Facebook – Ad Auction
Your campaign revolves around the advertising objective you have decided on, like Clicks to Website, Brand Awareness, or Mobile App Installs. As you set up your campaign, you’ll create one or more ad sets to help you optimize and measure your results for each of your advertising objectives. And within each ad set are the ads themselves. All the ads in one ad set share the same daily or lifetime budget, schedule, bid type, bid info, and targeting data. Continue reading Facebook – Campaign
Terminology Lingo 