69 Facebook Ad Definitions You Must Know


Many people want to get better at Facebook ads, but the problem is as soon as they start learning it, they get confused and overwhelmed with all the different Facebook ad definitions and terms.

In this month’s podcast episode, I’m going to go through 69 Facebook advertising terms that you need to know.

In doing so, not only will you learn the building blocks of Facebook ads, but you’re going to be ramping up your marketing massively too.

The Benefits Of Knowing These Facebook Ad Definitions

  • You’ll improve your Facebook ads by understanding what certain settings and marketing words mean.
  • You’ll be able to talk to staff, fellow business owners, marketing contractors or agencies and know what you're talking about.
  • You’ll learn about Facebook ads in bite-sized chunks (one word at a time). In doing this, you'll see that it's not that hard when you are taught one thing at a time
  • You’ll understand other marketing lessons more easily. That's because it's hard to understand a sentence like, "You want to ensure you duplicate your adset at the campaign level.", when you aren't exactly sure what "adset" or "campaign level" mean.

Tips For Using This Lesson

There's a lot of Facebook definitions here because I wanted it to be comprehensive. However, don't let it overwhelm you.

Once you learn these Facebook terms, 95% of them won't change from year to year. By learning all these Facebook ads terms, you're actually learning about Facebook ads so you can leverage that knowledge to boost your business.

So, listen to this podcast multiple times. Repetition will reinforce your knowledge. It's like learning a new language. But once you’ve got it, it's locked in... kind of like learning how to drive.

When you listen to it a second time, you can pause the video right after I mention the next term so you can try and remember the definition yourself.

You can test your own knowledge in a systematic way, one word at a time.

I have put the Facebook ad definitions in a table format below so you can cover up the definition on the right-hand side when testing yourself.

Note: The terms below are not in alphabetical order because that's not a systematic way of teaching you. It's better if similar terms are grouped together. However, if you want to search for a certain term, use the search function in your browser (Ctrl+f or Command+f).

Let’s start this Facebook advertising glossary with Facebook profile definitions.

Facebook Ad Definitions - Facebook Profile

1. Facebook Profile Your personal profile. Eg. https://www.facebook.com/AuthenticCham. A profile is something you can become friends with.
2. Facebook Page A page for a business or person. Eg. https://www.facebook.com/ChamTangOfficial/ or https://www.facebook.com/authenticeducation/. A page is something that has likes.
3. Facebook Group A group of people discussing ideas or sharing things for a specific purpose. Eg. https://www.facebook.com/groups/marketing.made.easy.group. A group is something you join.
4. Facebook Account The username and password that you use to log into Facebook.
5. Facebook Ads Account A separate account where you have entered things like your business name, credit card details etc. You can have more than one Facebook ads account but you generally don't need to.
6. Facebook Ads Manager This is where you should be placing all of your ads from. https://www.facebook.com/adsmanager
7. Facebook Business Manager Manage Facebook ad accounts, Facebook Pages and the people who work on them – all in one place, for free.
8. Boosted Post Boost button is the blue button seen on a Facebook post enticing you to place an advert. Avoid using the blue boost button.

Facebook Ad Definitions - General Facebook Ads Terminology

9. Facebook Newsfeed The primary means for users to consume information on Facebook, consisting of a constantly-updating feed of friends' activity and third party advertisements.
10. Facebook Post A Facebook post or "status update" is a message in a special delivery cyber-bottle. It is a comment, picture or other media that is posted on the user's Facebook page or "wall."
11. Facebook Stories Facebook Stories are short user-generated photo or video collections that can be uploaded to the user's Facebook.
12. Facebook LIVE A feature that uses the camera on a computer or mobile device to broadcast real-time video to Facebook. Live broadcasters can decide who on Facebook can see their video and use this content to engage their audience during the moments and events that are important to them.
13. Facebook Messenger An instant messaging feature built into Facebook. It allows Facebook users to connect with each other and send instant messages, emoji, photos, videos, and perform other light tasks.
14. Facebook Vanity URL For your profile, page or group. As soon as you have 25 followers, you can create a vanity URL. A vanity URL is a custom address for your Facebook business page, such as facebook.com/YourName.

Facebook Ad Definitions - Facebook Ads Manager Lingo

15. Campaign A particular product or service you are promoting with an optional time frame.
16. Adset A set of ads. The ad set controls budgeting, scheduling, audience, placement, and optimisation & delivery of ads.
17. Ad The individual ad includes the creative (ex: the image, video and text it uses).
18. "Campaign level", "Adset level", "Ad level" Which settings you are editing. Eg. "The age range is set at the adset level".

Facebook Ad Definitions - Facebook Campaign Lingo

19. Buying Type The method by which you pay for and target ads in your campaigns: through dynamic auction bidding, fixed-price bidding, or reach and frequency buying.
20. Auction For each ad impression, Facebook's 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 Facebook's system determines are most likely to be successful will win the auction.
21. Reach and Frequency Frequency is the average number of times your ad was shown to each person while reach is the number of people who have seen your post. Your post counts as reaching someone when it’s shown in News Feed both on desktop and mobile.
22. Awareness, Consideration, Conversion Awareness - Use this objective when you want to increase awareness for your brand and don’t necessarily want people to engage with your content, click through, opt-in, or purchase. This objective will assist you in reaching people more likely to pay attention to what you promote in your ad.

Consideration - Find delivery opportunities that drive engagement and web traffic. Send people from Facebook to any URL you choose, such as your website's landing page, a blog post, app etc.

Conversion - Use the Conversion objective when your goal is to get people to convert for a specific action, whether that be opt-in, register, or purchase.

23. Campaign Objective Your advertising campaign objective is what you want people to do when they see your ads. Setting your campaign objective is the first action you take when creating a new campaign.
24. Algorithm A process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.

The Facebook Ads Algorithm is sometimes referred to as its ‘secret sauce’, AI (Artificial Intelligence) and big data machine learning.

The Facebook advertising system is run by a powerful computer algorithm. Its primary function is to analyse data on user behaviour with the goal of targeting ads so they reach the right audiences.

The Facebook algorithm decides how to display your ads and use your budget. It correlates data from the billions of Facebook users to maximize the results of your ads.

You don’t need to understand the technology behind how algorithms work, but you do need to be aware that this tool plays a big role in how your content is delivered. Part of your strategy will be to let Facebook “find” the best audiences for your ads to optimise their delivery.

25. Brand Awareness The brand awareness objective is for advertisers who want to show ads to people who are more likely to recall them. The brand awareness objective gives you the estimated ad recall lift (people) metric, which shows how many people Facebook estimates would remember your ad if they asked them within two days.
26. Reach The reach objective maximizes the number of people who see your ads and how often they see them. Choose this objective if you want to build brand awareness, change brand perception or show your ad to as many people in your audience as possible.
27. Traffic The traffic objective is designed to drive people to your website or app. With traffic as your objective, you can create ads that:

* Send people to a destination such as a website, app or Messenger conversation (Website Clicks)

* Increase the number of people going to your mobile or desktop app (App Engagement)

28. Engagement The engagement objective is designed to get more people to see and engage with your Facebook post or business page. With engagement as your objective, you can create ads that:

* Boost your posts (Post Engagement)

* Promote your business page (Page Likes)

* Get people to claim an offer on your business page (Offer Claims)

* Raise attendance at an event on your business page (Event Responses)

29. App Installs Using the App Installs advertising objective, you can reach people across Facebook, Instagram and Audience Network, and make it easy for them to download your app. These ads link directly to the Apple App Store, Google Play and Kindle Fire store.
30. Video Views The Video Views objective optimises to get the most plays of your video ad. Show your ads to the people who are most likely to watch it for at least 2 continuous seconds, or 15 seconds or longer.
31. Lead Generation Lead generation is the process of building interest in a business' products or services. On Facebook, you can create campaigns using a lead generation objective that allows consumers to fill out a form, called an "Instant Form," with their contact information. You can also track lead conversion events on your own website using the Facebook pixel.
32. Messages You can start messaging conversations with ads that click to message. Facebook will deliver these ads to people more likely to have a conversation with your business in Messenger, Instagram, and/or WhatsApp.
33. Conversions The Conversion objective focuses on getting people to take action. With these ads, Facebook lets you choose a goal of conversions, store visits, or catalogue sales.
34. Catalogue Sales The idea of running a Catalog Sales campaign is to collect user’s interactions with the products on your app or website and pass them to Facebook Ads for a customized experience. This functionality happens through Facebook Pixel recording the correct “content_id” on your store pages.
35. Store Traffic Allows you to create Facebook ad campaigns to increase foot traffic and boost sales at your physical stores. You can select the store traffic objective for your campaign if you have a business with multiple stores and you've added your store locations to Facebook.
36. Create A/B Test A/B testing lets you change variables, such as your ad creative, audience or placement, to determine which strategy performs best and improve future campaigns. An A/B test lets you quickly compare both strategies to see which one performs best.
37. Campaign Budget Optimisation This setting is enabled by default for all new campaigns and sets the budget at the campaign level. Facebook automatically redistributes budget allocation across adsets to optimise the campaign's performance according to your bid strategy.
38. Daily budget The maximum amount that you're willing to spend on your ad sets or campaigns, on average each day.
39. Lifetime budget A lifetime budget lets you set an amount to spend over the lifetime of an adset. Our system will automatically try to evenly spread the amount you spend across the period of time that you've selected.
40. Bid Bid is the amount of money you choose to pay to get your ad seen by your audience. Choose automatic or manual bidding depending on how you want to pay for your ad. See ‘Ad Auction’ above.
41. Campaign bid strategy Auction (default and most common) or reach & frequency (more for multinational corporations)

Facebook Ad Definitions - Facebook Ad Set Lingo

42. Facebook pixel The Facebook pixel lets you track people and measure their actions on your website: page views, add to carts, conversions and more. The pixel optimises ads for valuable actions and you can create custom audiences for remarketing.

The Facebook pixel is a piece of software (JavaScript) code which places a blank 1×1 pixel-sized image on your website. When someone visits a page of your website, the pixel will ping Facebook and record their visit. This allows you to track performance and calculate the ROI of your campaign.

43. Retargeting (remarketing) Facebook retargeting is the process of finding people who've visited your website and then using their data to find their Facebook profiles. You can then run advertising campaigns to target those people and convince them to head back to your website.
44. Custom conversion Custom conversions let you optimise your ads for custom events and All URL Traffic events, which can't be optimised on their own. To optimise for them, you can create a custom conversion and choose a standard event category that’s similar to the action you want to optimise. Then Facebook can show your ads to people most likely to perform that action.
45. Audience size Think of your audience like a jar of assorted jelly beans. If you’re blindfolded, and you’re trying to find the jelly bean flavour you want by reaching into the jar, mathematics tells us that the greater the number of jelly beans, the greater the chance you’re going to find the ones you want.

This is like trying to find buyers in your audience’s zip code area. The larger the audience, the greater chance we are going to find buyers for your products.

46. Potential reach Potential Reach estimates how many people your ad could potentially reach depending on the targeting and ad placement options you select while creating an ad.
47. 7-day click and 1-day Conversion window A 7-day click 1-day view means that Facebook will optimise for more people that take action within 7 days of clicking your ad and seeing it within 7 days.
48. Reach The number of unique people who saw your content. It affects every other metric you can track: engagement, likes, comments, clicks and negative feedback.

And that’s not all. There are different kinds of reach: post, page, organic, viral and paid.

49. Conversion Whether your goal is page visits, sales, video views, or another action to help grow an online business, Facebook website conversion ads encourage potential customers to visit your post-click page to take action.
50. Audience An audience is a group of people who can potentially see your Facebook ads. When choosing a target audience for your ad set, you can either create a new audience or use a saved audience.
51. Saved audience Saved Audiences are the audiences that you can define by choosing people's interests location, age, gender, used devices, income level, etc. You can create Saved Audiences both in the campaign setup phase or in the Audience Manager.
52. Custom audience A list of your current customers or people who have engaged with your business.
53. Lookalike audience Lookalike Audiences are created by Facebook to help advertisers reach people who are similar to (or "look like") an audience that the advertiser cares about. To create a Lookalike Audience, you need a Custom Audience.
54. Detailed targeting Detailed targeting is a targeting option available in the "Audience" section of ad set creation that allows you to refine the group of people we show your ads to.
55. Demographic (Like a census) - age, sex, gender, marital status, children, education, etc.
56. Interests Facebook allows you to target based on the interests of your audience. When you add interests in your targeting, suggestions become available so that you don’t miss any relevant interests.
57. Behaviours Behaviours are categories of interests such as living abroad, connected to Wifi (behaviours can change).
58. Detailed targeting expansion This helps improve your campaign performance by allowing Facebook’s system to reach a broader set of people than those you defined in the detailed targeting section. You can use this option when you want Facebook to show your ad to additional people who they think will get you more and/or cheaper results.
59. Placement The places where you can run your ads are called Placements. Depending on the objective you choose when you create your campaign, your ads can appear on Facebook, Instagram, Messenger and Audience Network.
60. Automatic placement Your ads will automatically be shown to your audience in the places they're likely to perform best. For this feature, placements may include Facebook, Instagram and Audience Network.
61. Manual placement Where you manually choose the placements where you want your ad to run on Facebook, Instagram, Audience Network and/or Messenger.
62. All devices You may wish to place your Facebook ads in specific mobile devices and operating systems: iOS, Android, feature phones or All Devices.

Facebook Ad Definitions - Facebook Custom Columns Lingo

63. CPA Cost per acquisition (sometimes called Cost Per Action). The cost to acquire a customer or lead. Displayed as ‘CPA of $9’ or a $1 CPA.
64. Results The number of times that your ad achieved an outcome based on the objective and settings you selected. It could be leads, conversions, etc.
65. Reach The number of unique people who saw your ad at least once.
66. Frequency The average number of times that each person saw your ad.
67. Impressions The number of times your ad was seen on someone's screen like a tablet, mobile phone, laptop, etc.
68. Delivery The current status of your campaign, ad set or ad delivery. It could be 'paused', 'not running', etc.
69. CPM (cost per 1,000 impressions) The average cost for 1,000 impressions.

If you want to see more how this fits together in a very high level and how Facebook ads are used and actually watch me set up a Facebook ad from scratch, then I highly recommend you check out a free 1-day webinar I’ve put together called Marketing Made Easy.

There is no charge. It’s my free gift to you for being one of our subscribers. Click here to register.

Marketing Mistake Of The Month

  • This month’s marketing mistake is all about being lazy!

Mindset Quote Of The Month

Not everything that counts can be counted. – Albert Einstein

We hope you’ve enjoyed this podcast, “69 Facebook Ad Definitions You Must Know”. If you did, please subscribe to Marketing Made Easy with Cham Tang and leave us a rating on your favourite podcast platform.

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Cham is the CEO and Head of Marketing at Authentic Education since co-founding it in 2009. He is passionate about productivity, empowering people, marketing and is creator of Digital Marketing Made Easy.

He has worked for Anthony Robbins, Chris Howard and Dr John Demartini from "The Secret" and has featured in BRW magazine, News.com.au and newspapers such as Sydney Morning Herald and The Age.