In today’s age, it has become empirical to do your homework before you head to a professional meeting. Many multinational brand managers are dealing with various types of advertising agencies that layout plans for their numerous brands, including a vast range of platforms. When a creative agency is giving a brief to the client, they usually don’t explain the terms they are using while explaining the program. What is this ad ling? Should you be familiar with this advertising agency jargon already? Yes!

You need to know everything they are planning to do with your product. Their task is to get approval and implement advertising services promised to you. However, nowhere in any marketing agency contract, they take responsibility for educating you as well. So how can you educate yourself on essential ad lingo?

Through our essential ad lingo lexicon, you can educate yourself so you wouldn’t regret not knowing what was told to you during one of the sessions.

Nalu SEO’s Quick Reference Ad Lexicon

All the ad lingo business owners should know about before entering a marketing agency contract can be found in this Quick Reference Ad Lexicon. This is the ad lingo successful business owners are already using.

So bookmark this Ad lingo Lexicon page now, so you can reference it in the future.

Essential Ad Lingo

Agency ad lingo is very precise, and the same words are used time and again. You would become familiar with them within no time. That’s where this Ad Lingo Lexicon will help. However, before anything else, you need to know what the process of would be getting a campaign up and running. That’s where this Ad Lexicon will help.

Stages of Marketing Engagement

While you start your journey with an advertising agency for your brand, you will go through the following process of achieving your goal.

Stage One – Discovery

The first stage is an exploratory phase for both client and the agency. During this process, the ad agency will try to uncover the secrets of your brand such as sales, brand direction, business objectives, personal objectives, competition, industry analysis, and your personal preferences when it comes to portraying your brand in front of the audience visually.

The more explicit you are during this stage in communication your aspirations, achievements, and brand ambitions, the better the quality of work you can expect from the agency. This is a good time to ensure you know your ad lingo. If this stage is successful in achieving a complete understanding of expectations and requirements, the strategy delivered from the agency would be as per the requirements of your brand.

Stage Two – Creative Brief

During this stage, you have to outlay the scope of the project. The creative team is specialized in realizing your imagination into storytelling. You have to be extremely clear in what you are expecting to achieve through this campaign. An ideal brief should include strategic goals, buyers profile, key challenges, vulnerable points, and calls to action. Knowing your ad lingo helps you to better understand the brief. Other aspects of the campaign, such as time frame, budget, scope, and deliverables, are also decided during this phase. Your approval is mandatory for further proceedings. Therefore, review your brief clearly before giving the go-ahead.

Stage three – Concepts

This is the stage where you will see your brief given a visual. A concept is communicated through images and headlines, along with placeholders to explain the central ideology behind the scene. At this stage, you only have to approve the central concept. There are going to be at least two to three options laid out in front of you. Agency will offer their suggestion based on their expertise and experience. However, the final decision lays with you as the product is your baby, and you know best about the right portrayal of your child.

Stage Four – Execution

Once you have finalized a concept that works best for your brand, the next stage is the execution. During this phase, final images will be selected along with the headlines and copy. A baby copy will be created for your hammering. In case of extensions of a campaign, during this time you will see additional landing pages, banner ads, and ad sizes. Usually, there are two to three rounds of revisions based on the client’s approval. The final result of the concept chosen will be the one decided by the brand in every aspect.  

Stage Five – Production

This is the stage where more than half of the work has already been done. The production stage includes playing with sizes and proofreading. The programmer will prepare the landing pages, URLs (Web Page Links) will be sent to media outlets to get live. Sometimes they are printed as well. You have pulled the trigger now and almost finishing.

Stage Six – Analysis

Now the actual analysis of the work done will start. You will track the activities performed on your site action by action. Are the customers clicking banner ads? Is the copy convincing enough? For digital advertising, you need continuous improvement. This is where knowing your ad lingo will really shine through. Some will yield a higher conversion rate some wouldn’t. You will have to start studying ROI for your money spent.

Advertising Terminology – Essential Ad lingo Lexicon

During your sessions with the agency, there are many ad lingo terms they would conveniently use, hoping for you to know already. However, we understand that not many brand managers are aware of the advertisement lingo. Sometimes because they have limited experience in the field, other times the companies they have previously worked with didn’t consciously educate them. We at Nalu, ensure our clients know what we are talking about. The descriptions below give you an idea of the commonly used ad lingos by the creative industry of people.

ROI/Return on Investment

Return on investment is simply calculated by measuring the increase in sales in contrast to what you have spent on a campaign.

ROI is only important when you measure a specific sales promotion campaign. Sometimes, when the focus of the campaign is on customer awareness, brand image building, or customer recall, ROI may be difficult to measure. Some elements are challenging to quantify. However, through web traffic, lead generation, resharing, and brand mentions, you can calculate the success of the plan. Even the measurement technique for ROI could vary from campaign to campaign.

Paid Search ensures that your page appears on the top when the researcher is typing anything related to your items. You can do it by paying a higher bid. Every time someone clicks at your ad, you pay that amount of money.


A system that manages the placement or monitoring of your ads is called automation. One example of automation is Undertone from Perion. This platform can be used to run, scale, and optimize your digital ad campaigns. There are various automation tools available. Choosing the right one is a challenging task.  

A/B Testing

The term A/B testing or split testing is a method of testing Ad effectiveness. By changing elements of an ad, you can determine which gives better performance. Sometimes it’s an adverb used in the call to action, and sometimes its shape of the button they are supposed to click. Choose the elements after testing them and maximize the results.


The number of times a user will review your ad is called impressions. This is the second commonly used pricing model for ads. Mostly, charges are made by the number of 1,000 viewers. When a campaign is launched just to create brand awareness, an impression model is used.


Cost per Click or Pay per Click (PPC) is another pricing model commonly used. Since you only pay for the ad when someone clicks at it, you end up saving some cost. In case your image or message is already very attractive, you can choose to use this model.


Click-through-Rate (CTR) is a comparison of the number of times the ad was viewed and the number of clicks. The higher the CTR, the more successful the ad would be. However, the average CTR floats between 1% to 2%.

Display Ads

If the ad appears on the web screen such as a banner, skyscraper, or rectangle, its termed as “Display Ad.”

CTA – Call-To-Action

Any action suggested to customers to make the purchase is called Call-To-Action or CTA. It could be a click, purchase, email address, or any other actual action. The idea is that your CTA should be bold, short, and precise enough to attain the attention of your customers.


Targeting is done when you choose a specific set of people based on their demographic, geographic, or specific characteristics. Once such groups have visited your web page and now you want to bring your ad to only those users, it’s called retargeting. It is a form of soft reminder to users for the products they already showed interest in. Retargeting is significantly effective for converting users to customers.


These are the ads that appear between the pages. For instance, if you have clicked on a link for another page, you would be directed to an interstitial ad instead of the requested page. With online newspapers subscription and online games, this is very common.

Native Advertising

Native advertising is matching your ad with the look and feel of the site it’s appearing on. For example, a sponsored post, or a blog referring to the company, its products, or a video tutorial are all native ads. Since you come across these ads very naturally, these ads are very productive and famous.  


These are the pop-up ads that can’t be blocked. They float over the site content. If a user hovers over a web page for a few seconds, it will expand to cover the full page. An advertiser will have to pay for the ad based on the number of times it expanded by various users.

Essential Social Media Marketing Ad Lingo

It’s equally important to know about social media marketing ad lingo as well. During the last decade, the budgets of marketing campaigns have been drastically reduced for conventional marketing such as newspapers, television, and radio. A significant chunk of the budget now goes for social media. This happened after the universe got hooked to Facebook, Orkut, Twitter, and now Snapchat and Instagram.

These changes happened gradually, but in the last few years, the use of these apps has increased tremendously. It’s essential for an individual who is managing a brand to know all this jargon and ad lingo of social media to know what their advertising agency is doing with their brand and how would it help their brand achieve its target.

KPI – Key Performance Indicator

This term is a mandatory ad lingo term used by both advertising agencies and the brands while initiating a new advertising campaign. Key performance indicators are the elements of measuring the success of a campaign such as CTR, engagement rate, bounce rate, and others like these. However, the list is extensive, and you can choose which key performance indicators would serve you best as per the goal of your campaign.

CPA – Cost-Per-Acquisition

Cost per acquisition is calculated by dividing the total cost of your campaign by the number of conversions. It’s similar to ROI, but this gives you a more specific answer for comparing the benefits of different campaigns.

Lead Generation/Lead Magnet/Lead Nurturing

All of these three come hand in hand. Lead generation is the process of grabbing your customer. A lead magnet is a small giveaway or prize which you offer to acquire the attention of your customers. It could be tiny such as an ebook, a guide, or a newsletter. These tools are used to convert potential leads into actual leads. Lead nurturing is done through email, retargeting on social media, and sometimes calling your potential customers who have shown interest in your item previously.

Engagement Rate

All social media platforms such as Facebook, Instagram, and Twitter, all have engagement rates. This is another universal type of ad lingo. The number of consumers interacting with your brand determines the engagement rate. Different platforms have different criteria for gauging engagement rates, such as Facebook engagement rates could be the number of likes and comments. The higher the rate of engagement, the better considered your content is. This works great for search engine optimization. When a user is searching for items, content with more engagement rate becomes prominent.

Business to Business (B2B) and Business to Customer (B2C)

These are commonly used ad lingo terms for businesses that are targeting customers or other businesses. The marketing tactics to target either of these two are entirely different. Strategies differ drastically, and even the same platforms could be used in a different way to get the best results.

Buyers Persona

This ad lingo term was previously used as segmentation for conventional marketing. For social media, we call it Buyers Persona, which is almost the same concept. The actual demographics of your potential customers, such as age, gender, income, location, marital status, and related characteristics, make up your buyer’s persona. It should be based on the research of your target audience, so you know exactly who you are after. Mostly it includes job titles, interests, background, location, and challenges. You can only solve the problem of a customer when you know what they need.

Thank You Page

In an e-commerce business Thank You page is mandatory. It is used to track your ROI. All you have to do is track your thank you page uploads, and you would get your sales. For non-e-commerce web pages, you can use this as a tracking tool for people who filled your contact info.

Lookalike Audience

This is a technique that is used to find audiences who have similar email addresses as your current customers. You simply upload a list of emails to your Facebook ad campaign, and it takes you to find similar users with almost the same email addresses. This way, you email the new potential customers.

Essential Facebook Ad Lingo

Facebook was the first social media platform that brought a revolution in the World Wide Web industry. It connected the whole world in a very brief period of time. Facebook ad lingo was one of the primary ones when social media marketing started.

Facebook has been exponentially pro at adding informative tutorials and helpful guidelines for regular consumers and businesses for best results, Facebook ad glossary provides complete detailed guidelines of how you can make use of their tools to boost your sales and your content in case you are not a business platform. You wouldn’t even need to go anywhere else when you have a Facebook ad glossary handy. Just click on any tool you feel would work best for your brand.

Facebook Pixels

It is a snippet of code inserted onto your web page for tracking purposes. This gathers data and performs analytics on your customers. It looks like a bunch of symbols and words, and all you have to do is copy and paste them at the correct spot on your page. This tool is beneficial for Facebook advertising, as well. Facebook provides informative tutorials on how to do this for powerful website platforms. For retargeting, you can use pixel on your site. Track the users who have visited your page and retarget them through Facebook ads.

Facebook Ads Manager

Facebook ads manager is the most useful tool for businesses that are uploading significant campaigns. This tool is convenient and gives you all types of information about your campaign that you need. It is your starting point for your Audience Network of Facebook as well as Instagram. It helps you create ads, manage them for when and where they should be placed, and track their performance.

On any level, this tool will help you manage your advertising campaign. Starting from selecting your campaign parameters such as your objective and audience, to changing your images and copy, reviewing your ads outlook on various devices, editing your budget, placement, and editing in bulk. Facebook ad glossary is a thorough compilation and explanation of every single possible creative option you can imagine. You can even pause, copy, or relaunch your campaign at any given time.

Facebook ad library

The Facebook ad library is a place where you can find ads that are running across the board on Facebook products. It gives you details of the active ads currently available on Facebook. More of a marketing tool as opposed to ad lingo. You can use this to figure out the work your competitors are doing on social media and what is their strategy.

It is also helpful for political campaigns such as who placed the ad, who funded it, how much has been spent, what is the reach, and so on. There is a comprehensive data of almost seven years stored about these ad campaigns. In some sensitive situations, ads could be removed from Facebook as well, when they are in violations of the community standards. Every business entity which is regularly advertising on Facebook should know how it can play around with the already available information for its use. 

Facebook advertising target groups

Facebook provides you with a few options for choosing your target groups. These are Core Audiences, Custom Audiences, and Lookalike Audiences. We have already discussed lookalike audiences in the previous section. Now, the core and custom audiences are differentiated by their names. So, how do we manage these two? Core audiences are selected based on criteria such as age, interests, geography, connections, and related traits.

Custom Audiences are the users who are engaged with your business, online and offline both, such as site visitors, app users, commenting, and liking subscribers. By narrowing down your target audience by using the funnel approach, you waste less time and energy on people who are not going to convert anyway.


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.


The average number of times each person saw your ad.

Essential LinkedIn Marketing Ad Lingo

LinkedIn has been quietly managing to strengthen its position in the professional community for quite some time now. The platform has grown tremendously in the past one and a half-decade with an impressive network of over 560 million professionals globally. Their mission to connect the professional community globally, from one corner of the world to another seems to be accomplished with their relentless work and dedication. LinkedIn marketing tools are precise and intense. Professionals are using LinkedIn for not only connecting but also professional growth. They are educating themselves through this platform.

Company Page

The company page plays an integral part in attracting the maximum number of connections. The company page has to be prominently advertised with its achievements, a huge employee database, and connections with other organizations. Brand name plays a significant role in establishing connections. Develop your organic presence before jumping to paid advertising. You have to focus on calendars, regular content placement, postings, a variety of content sharing, and encourage employees to share achievements. This will develop a highly interactive LinkedIn page for your company.

Sponsored Content

LinkedIn ad specs allow you to deliver directly into the newsfeed of your target audiences. Sponsored content help you reach your specific audiences. Starting from the funnel strategy, you start from building brand awareness and reach a lead generation. If your objective is clear, you should have no problem finding your target leads.

Like other social media platforms, you can filter out the irrelevant targeting elements such as job titles, job functions, seniority level, and several experience years, location, so on and so forth. 

Sponsored InMail

You can create personalized messages by creating InMail. You can send them to a specific group of people. You have to ensure not to look intrusive. Therefore, choose your language carefully and execute it well to get the maximum result, and higher quality leads.

Survey your paid advertising options

There are two types of paid media options—increased exposure of content, and direct response. Your objective should help you decide which option is more viable for you. While you listen to ad lingo, don’t get carried away and choose the fancy one. Make sure your choice synchronizes with your main objective.

Lead Generation Forms

Lead generation forms can also be used as a direct response to micro-level targeting. It can be used in both sponsored content and sponsored InMail. It’s a type of Call-to-Action for LinkedIn just like “download”,” signup” and “Follow”. LinkedIn automatically fills up details from the user’s account, which is hassle-free for the user.

Essential Instagram Marketing Ad lingo

Instagram has become one of the most robust social media platforms in the past few years. With a growing population of more than 1 billion active users, it is almost impossible to plan an advertising campaign without Instagram. The Instagram ad lingo is almost similar to the other ad lings, but a lot of variety is added because of its inherent nature of being photo-based. There are some common and some not-so-common Instagram ad lingo terms. You should familiarize yourself with these terms, so you can easily understand the depth of the campaign. Even if you are not a subscriber, you can figure out the mysterious language through this ad lingo glossary.


An algorithm is a term you must have seen in computing. What does that have to do with Instagram? It helps make calculations and put the order of the newsfeed visible to a user. Like in a computer it can calculate functions, similarly, with Instagram, they control activities such as hashtags, seen and unseen content, most shared, reshared, and related activities. On Instagram, brand engagement can sometimes help shift the algorithm and help a post be seen more often. It’s controllable as per the brand’s requirement. 


The small introduction written below the username of the subscriber is called his Bio.


Another term used for username. It’s your definition on the top in black lettering. Doesn’t necessarily have to be your name.


The explanation for any picture is called a caption. Sometimes it includes call-to-action, explains a storyline, endorses a tagline, hashtag, or anything else interesting for viewers.


Putting a # symbol in front of any word or phrase makes it searchable for the users. Hashtags are important in finding keywords, trends, and categorize posts. Sometimes they are branded.

User-Generated Content

Fans of certain celebrities and brands create content related to them. When a user posts a picture with your product in the picture along with an optimistic caption, it’s called user-generated content.

You can share up to 10 photos in a single post, and it’s called the gallery. The users can swipe to see all the pictures in a single post.  

Engagement Rate

The same process can also calculate the engagement rate on Instagram as you do with other social media platforms. On Instagram, it’s calculated the number of likes and comments received on a post divided by the number of followers. On average, an account with 9%+ of engagement rate is considered a high engagement rate. 

Organic Reach

It’s the number of unique users who are following your content without any paid promotion. Generally, people who find your page themselves are called unique users. If you can’t afford paid promotion, focus on the content, and the organic reach can be enhanced.

Double Tap

Double-tapping simply means liking a post. When you ask a user to double-tap a picture, you are basically asking him to like it.


It refers to a section of statistics that help you learn about your content, your audience, and your performance. It can even tell you the time of the day when most people are interacting on your page. If you use a focused approach, you can use these insights to create better content.


Tagging means attaching someone’s username directly with a post, and their name is shown on the picture. It appears on their profile as well in a designated section.


Like Facebook has subscribers, Instagram has followers. The people who are following you are shown on the top of the profile, and your posts will appear in their newsfeed.

Influencer Marketing

Anyone who has over 10,000 followers can become an influencer for a specific niche. These are the people who have a broad audience and can influence a sale or purchase. These people create engaging content in their chosen domain, such as fitness, entertainment, music, beauty, and so on.

Influencer CPM

These influencers are paid to create content for the brand. The cost and value generated through the influencer are calculated as Cost Per Mile. If someone has 200,000 followers and a CPM of $20, it would cost $4,000 to create a sponsored post.


We hope that this Ad Lingo Lexicon was given you a fair understanding of ad lingo used at creative agencies when you hire them to develop advertising strategies for your brands. It’s helpful and essential. Before you say yes to a campaign, you need to know what it would do to your brand. Be prepared!

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