Do You Understand the Advertising Language of Facebook & Instagram?

  • Oct. 28, 2016

Learn publicity terms for social media networks!

The advertising world uses its own technical jargon that can be difficult to understand. Although Facebook and Instagram use current words to designate social media advertising, it's important to understand their proprietary terms. In the event you want to advertise on social media, this list will be of assistance to you.


The "Journal" also known as a Facebook profile, is a space on a person's profile from which they can consult their own updates, their friends' updates, as well as the updates of the pages they're subscribed to. All the updates are sorted by publication date and can be a variety of photos, videos, and stories.


Businesses and organizations use "Pages" to share news and communicate with their audience. Just like journals, businesses can personalize their pages by publishing news, photos, and videos that tell a story.


Similar to personal profiles, a "Post" is news that you share with your audience. You can use Posts to attract your audience's attention. Posts can include text, images, and videos.


People interact with your brand by "Liking" your page. When the like counter increases on your Facebook page, your brand awareness increases. This allows you to be in touch with your fans acquire new customers.


People can like your page and choose between several emoticons to indicate their feelings. This is called a "Reaction". It only appears in your notifications.


The "Newsfeed" is the bread and butter of your Facebook profile. This is where you will grab the attention and interest of your audience. The newsfeed is a real time list of posts published by people and pages that your audience follows on Facebook.

Sponsored Content

Facebook advertisement is referred to as "Sponsored Content". This advertisement is done for a post that targets a particular audience, and doesn't appear on their page journal. It only appears in the newsfeed of the audience that you target with your ad.

ROAI (Return on Advertising Investment) traditionally ROI (Return on Investment)

The "Return On Advertising Investment" indicates the effectiveness of a Facebook ad campaign. Similar to other marketing investments, it's important to measure each dollar generated versus spent on Facebook advertising.

Right Column on PC

The "Right Column" on the computer indicates the possibility to place ads that won't appear in the newsfeed, but in the right (empty) column. These ads are only available on PC placements, not on mobile devices.

Conversion Increase

The ability advertisers have to view the online or offline activity of people who view ads on platforms is called "Conversion Increase". The Conversion Increase is a scientific method also used in other sectors, and uses test groups and random testing.

Advertising Bid

For each ad impression, their bid system chooses the best ads to broadcast, depending on their maximum bids and their effectiveness. With this process, all Facebook ads are in competition. Ads that win the auction are those that are judged to be the most effective according to their system.

Cost Per Action (CPA)

Average cost that you'll pay for each action that your audience makes on your ad. The amount paid depends on the target audience, and of the number of competitors that wish to advertise the same thing to the same audience. A well designed ad will incite more customers to take action, and the more actions you get for your budget, the less your cost per action will be.

Cost per Click (CPC)

The amount you pay, on average, for each click on your ads. The average CPC is the total cost of the ad divided by the number of clicks on that ad.

Cost per 1000 Impressions (CPM)

Average amount that you pay for each thousand impressions of your ads. It corresponds to the total cost of the ads, divided by the number of impressions, divided by 1000.


Number of times your ad has been seen. On Mobile apps, an ad is counted as seen the first time it has been seen. For other Facebook interfaces, it's counted the first time it's placed in a newsfeed or the right column of the page.


When creating an ad on Facebook or Instagram, you begin by choosing a goal. Your target reflects what you choose to achieve with your ad, whether it's to increase conversions on your website, or create customer engagement in the application. The type of ads and placements vary according to the goal you choose. These are the currently available goals :

  • Increase your posts
  • Promote your page
  • Promote your commerce locally
  • Increase brand awareness
  • Generate traffic towards your website
  • Increase app install base
  • Increase number of participants in your event
  • Increase video views
  • Attract prospects for your business
  • Generate conversions on your website
  • Increase engagement with your apps
  • Incite people to ask for your offerings

Ad Type

An ad type corresponds to the variety of different ads you can choose. Here are the currently available formats:

  • Image
  • Video
  • Carrousel
  • Slideshow
  • Canvass

Ad Placement

Your placement corresponds to the location where you wish for your ads to appease. Each ad can be placed in a variety of places, here they are:

  • Mobile Newsfeed
  • Computer Newsfeed
  • Right Column
  • Instagram
  • Network Audience

Group of ads

A group of ads contains one or several ads, one budget, and one calendar. You can create a group of ads for each audience segment, so you can target each audience separately. This helps you control the amount you spend for each audience, to decide when your audience will see your posts, and to display data on each audience. You'll also be able to choose a placement of your ad group on Facebook.


An ad contains creative content, be it an image, video, or text that attracts its target audience and its bid. Your ad appears alongside news that interests your audience. It's important for your content to be interesting to your audience.


The total number of clicks on your ad. Depending on how you promote yourself, it might be event responses or app installations.


Actions correspond to the activity of an individual for 24 hours following them having seen your ad, or 28 days after clicking on it.


Actions made by the customer, such as purchases or adding articles to a shopping cart on a website.

Video Views

Total number of times that a video has been seen for longer than three seconds.

Principal Audiences

Helping you target audiences based on their demographics, their area, their interests, and their behaviour. This information is taken from data that they've shared on their Facebook profile, and on the behaviour that they exhibit on their platform.

Personalized Audience

Helping you target people based on an imported contact list, or to retarget people depending on the actions taken by them on your website or mobile application.

Similar Audiences

Groups of Facebook users who share habits and characteristics with your customers, such as location, age, sex, or interests. You can create a similar audience that targets people like your personal audience.

Partner Categories

Partner categories are a targeting option that uses third party data from trusted sources. This data allows you to target people based on certain attributes, such as revenue or whether they're owners or not. You can also target these people based on their activity outside of Facebook, such as the purchase of a new vehicle.

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