100 Words Every Advertiser Should Know

No.	Term	Definition
1.	A/B testing	Compare two variants to improve results.
2.	Above the fold	Content visible before scrolling.
3.	Ad fatigue	Performance drops from overexposure.
4.	Ad inventory	Available ad space to sell.
5.	Ad recall	How well people remember the ad.
6.	Ad spend	Money spent on advertising.
7.	Ad unit	Specific ad format and size.
8.	Adherence	How closely work follows brand rules.
9.	Affiliate marketing	Partners earn commission for referrals.
10.	Affinity audience	Users grouped by long-term interests.
11.	Algorithm	Rules determining content or ad delivery.
12.	Attribution	Credit assigned to marketing touchpoints.
13.	Audience	People you want to reach.
14.	Audience insight	Actionable understanding of audience behavior.
15.	Awareness	How many know your brand exists.
16.	B2B	Business-to-business marketing context.
17.	B2C	Business-to-consumer marketing context.
18.	Backlink	Inbound link from another website.
19.	Banner blindness	Users ignore banner-like elements.
20.	Behavioral targeting	Targeting based on user actions.
21.	Benefit	Positive outcome the customer gets.
22.	Bid	Amount offered for ad placement.
23.	Bidding strategy	Rules for how bids are set.
24.	Bounce rate	Percent leaving after one page.
25.	Brand	Perceived identity of a company.
26.	Brand lift	Increase in brand metrics from ads.
27.	Brand purpose	Reason the brand exists beyond profit.
28.	Brand safety	Avoiding harmful placements for ads.
29.	Brand voice	Consistent tone and style of messaging.
30.	Brief	Project goals, audience, and requirements.
31.	Budget	Planned spend for a campaign.
32.	Call to action (CTA)	Prompt telling users what to do.
33.	Campaign	Coordinated set of marketing activities.
34.	Cannibalization	New sales reduce existing product sales.
35.	Channel	Where marketing messages are delivered.
36.	Churn	Customers who stop buying or subscribing.
37.	Click-through rate (CTR)	Clicks divided by impressions.
38.	Cohort	Group sharing a common time-based trait.
39.	Cold audience	People with no prior brand exposure.
40.	Competitive analysis	Study of rivals and positioning.
41.	Consideration	Stage where buyers compare options.
42.	Content marketing	Value content to attract customers.
43.	Conversion	Desired action completed by a user.
44.	Conversion rate	Conversions divided by total visitors.
45.	Cost per acquisition (CPA)	Spend divided by acquisitions.
46.	Cost per click (CPC)	Spend divided by clicks.
47.	Cost per lead (CPL)	Spend divided by leads.
48.	Cost per mille (CPM)	Cost per thousand impressions.
49.	Creative	Ad assets: copy, design, video.
50.	Creative brief	Guidance for making campaign creative.
51.	Customer journey	Steps from awareness to purchase.
52.	Customer lifetime value (CLV)	Total expected value of a customer.
53.	Demographics	Age, gender, income, and similar data.
54.	Differentiation	How you stand out from competitors.
55.	Direct response	Ads designed to drive immediate action.
56.	Display advertising	Visual ads on websites and apps.
57.	Dwell time	Time spent on a page.
58.	Earned media	Unpaid exposure from others’ sharing.
59.	Email nurture	Automated emails guiding prospects forward.
60.	Engagement	Interactions like clicks, comments, shares.
61.	Evergreen content	Content that stays relevant over time.
62.	Experiment	Structured test to learn what works.
63.	FOMO	Fear of missing out urgency trigger.
64.	Frequency	Average times a person sees an ad.
65.	Funnel	Model of stages toward conversion.
66.	Geotargeting	Targeting by geographic location.
67.	Goal	Defined outcome a campaign aims for.
68.	Guaranteed delivery	Contracted impressions delivered by a date.
69.	Headline	Primary attention-grabbing line of copy.
70.	Heatmap	Visual map of user attention or clicks.
71.	Hook	Opening element that grabs attention.
72.	Impression	One ad view opportunity served.
73.	Incrementality	Results caused by ads beyond baseline.
74.	Influencer marketing	Creators promote products to their audience.
75.	Intent	Likelihood a user wants to buy.
76.	Keyword	Search term triggering an ad.
77.	Keyword research	Finding valuable search terms to target.
78.	Landing page	Page designed to convert visitors.
79.	Lead	Potential customer contact or inquiry.
80.	Lead magnet	Free offer used to capture leads.
81.	Lookalike audience	New users similar to existing customers.
82.	Loyalty	Repeat purchase and preference over time.
83.	Margin	Profit after costs are deducted.
84.	Market segmentation	Dividing market into meaningful groups.
85.	Media plan	Schedule and mix for ad placements.
86.	Message match	Alignment between ad and landing page.
87.	Metric	Quantitative measure of performance.
88.	Multivariate testing	Test multiple elements simultaneously.
89.	Native advertising	Ads matching the platform’s content style.
90.	Net promoter score (NPS)	Likelihood customers recommend your brand.
91.	Offer	Deal presented to motivate action.
92.	Omnichannel	Unified experience across channels.
93.	Organic reach	Unpaid distribution to an audience.
94.	Pain point	Problem your product solves.
95.	Persona	Profile representing a target customer.
96.	Positioning	How you want to be perceived.
97.	Primary research	Original data collected directly from users.
98.	Programmatic	Automated buying and selling of ads.
99.	Proof	Evidence supporting a marketing claim.
100.	Psychographics	Values, attitudes, lifestyle characteristics.