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Your Online Advertising Jargon Buster

September 4, 2018
written by Phil Coleman

If you have taken your business online, you’ll have noticed that there are a whole host of advertising terms to know.


  • All the advertising buzzwords you may have heard thrown around.
  • If you’re new to the industry, scan over the list below to sharpen up your keyword knowledge.
  • Use them in your work and sound like a pro. We won’t reveal your shortcut!

Struggling to differentiate your CTR from your CPA? Getting mixed up with KPI and ROI? Worry not. You’re not the first and certainly won’t be the last.

Adzooma is on hand to explain some common advertising terms, as well as clear up some of the more complicated industry language.

Ready? Good. Let’s do this!

Ad Copy – if content truly is king, then the importance of your ad copy cannot be understated. The writing you use in your ad is one of the first things that a potential new customer will see.

Ad Serving – Via an ad-management system, ad serving is the delivery of online ads to a consumer’s computer. This is a system that allows different ads to be viewed by different audiences simultaneously as well as across multiple sites.

Analytics – Analytics, or Google Analytics, allows users to review the performance of various aspects of your website, PPC campaigns, customer behaviour and much more.

Bounce Rate – The overall percentage of visitors to your website who navigate away without viewing another page.

Button – A squared online advertisement usually embedded within a web page.

Call-to-Action – Asking a customer or visitor to do perform an action. Often in the form of a clickable button that navigates elsewhere.

Clickthrough – When a user clicks through to the advertiser’s site via an ad.

Conversion – When a consumer clicks on your ad and takes an action that you deem to be important to your business. Whether it be a sale, sign-up or lead, a conversion is a positive for you.

CPA – CPA or Cost Per Acquisition equates to the price you pay for a lead or specified action. You can set this to whatever you choose, from impressions or clicks to sales or form submissions.

CPC – The average amount you have paid for one click (cost per click). With the value of clicks having the potential to change between campaigns, it makes it important to take an average.

CPM – Also known as the cost per mile or cost per thousand, online advertising can be purchased on the basis of what it costs to show the ad to 1,000 viewers. CPM is used to calculate the cost of a campaign.

CTR – A click-through-rate is one of the more common advertising terms. It represents the number of users who click on a link, compared with the number who saw it. Its primary function is to see how your ads and keywords are performing.

Engagement Rate – Used to ascertain the percentage of people who acted upon viewing a social media post. It is worked out by dividing their interactions by the number of people who saw the post.

Google Ads – Google offers advertisements which appear in search results on Find out more with the help of a recent Adzooma blog on Google Ads updates.

Keywords – A particular word or phrase that describes the contents of the page in question. Also the words that a company bids on for their adverts to appear against.

KPI – In order to measure the success of any campaign, a key performance indicator must be put in place. KPI’s are the key indicators for success and should serve to influence which campaigns best align with your goals.

Landing Page – Designed for customers who click on your ad. A landing page should be the point and include a clear call-to-action.

Microsite – A small website designed to function as a supplement to a primary website.

Native Advertising – In basic advertising terminology, native advertising is used by publisher websites where the content is meant to look like the articles it usually publishes.

Overlay – Online advertising content that appears over the top of a page.

PPC – Pay-per-click is a common way for an ad to spear high in search engine results. When bidding against other marketers for the use of a phrase, the more you pay per click the more likely your ad is to appear in the search results. Learn more about PPC landing pages on our blog.

Quality Score – Simply put, the score that Google awards a page depending on its relevance to a particular topic.

Remarketing – When a customer has previously expressed an interest in your company or product, remarketing is the action of displaying related ads while such customers browse the internet.

ROI – Otherwise known as return on investment, ROI measures your performance by taking your profit and investment amount and working out if your money has been well spent.

SEM – Search engine marketing increases your visibility in search results via paid advertising.

SEO – Search engine optimisation boosts your natural search results organically.

Skyscraper – A vertical online ad usually positioned down the side of a page.

Viral Marketing – The sharing of online content, such as video clips and imagery, in order to build brand awareness.

So, there you have it. A comprehensive advertising jargon buster that should serve to assist you for all of your advertising needs.

Please don’t be concerned if the above information is overwhelming. We know it’s a lot to take in. That’s where the Adzooma experts come into their own. This is our bread and butter and we pride ourselves on the ability to take care of everything for you.

Smarter advertising management.
Completely free.

You made it to the end of our article, go you! As a reward, we’ve got a special
offer for you.

You can get the entire Adzooma platform, for free. That’s access to one-click improvements, intelligent reporting that automatically updates and much more for your Facebook, Google and Microsoft ads.

It’ll be the best advertising management platform you ever use.

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Phil Coleman

As a Copywriter with 25 years experience I have written squillions of words, writing for all sizes of business, both online and off including The Chamber of Commerce, the NHS and of course Adzooma. I'm a not so secret UFC fan, I live in the heart of Sherwood Forest and I have 2 pet cats called Copy and Spooky Dave.
Adzooma Marketplace

Find the Digital Agency that best suits you

Find the Digital Agency that best suits you

Adzooma Marketplace is where over 50,000 businesses & agencies come together to find their perfect digital marketing partner.

Visit Adzooma Marketplace

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