Social Media Advertising Glossary

Keep It Simple!

Approaching Social Media Advertising for the first time? Or maybe did you task someone else with doing so? Well, you have certainly bumped already into words such as CTA, TYP, BM, EDP and I bet a croissant that, at least one time, you just thought “it would be better to keep this stuff simple!”
So, here is a glossary (and a few hints) of the most used terms in the field of social media advertising.

A as…
Ads (social): acronym for Advertising, the type of advertising on the social networks most loved by users.
Awareness: the notoriety and reputation of a brand.
Account: in social media advertising, the necessary tool to create social ads campaigns.
API: acronym for Application Programming Interface. It is a tool that allows two programs (or two platforms, or a program and a platform) to interact with each other.

B as…
B2B and B2C: acronyms for Business To Business and Business To Consumer. In the first case a company sells its products or services to other companies, in the second the selling is oriented to end-users instead.
BOFU: acronym for Bottom of Funnel. It is a stage of the marketing funnel that, most of the times, is the last step of the selling activity itself.
Business Manager: a free management tool in replacement of the app called Pages, aiming at simplifying the management of a company’s social media profiles.
Buyer Personas: the identikits of the ideal target customers of a business.

C as…
CTA: acronym for Call To Action, it is an invitation to act, put in a nutshell. For instance: Visit, Purchase Now and so on.
Competitor: a business that is a contestant of a given company on the market. Having a proper knowledge of competitors is paramount, in order to make it easier for your company to get benefits and to know how to act properly on the market.
Copy: the text in an advertising image or video.
Caption: the text part posted along with a post or a campaign allowing a business to communicate and keep in touch with its fanbase. Be careful with the punctuation of your caption, correct potential typos, consider text length and, above all, read your caption through very carefully, even ten times before posting it! 🙂

D as…
DTS: acronym for Drive To Store, i.e. actions aiming at attracting users and leading customers to buy.
DEM: acronym for Direct Email Marketing, i.e. emails (newsletters) being sent in order to establish relationships with users and/or sponsor potential promotions.
DEP: acronym for Digital Editorial Plan. A document that makes it possible to plan the publishing of your contents.

E as…
Engagement: involvement, interactions. It is useful to understand if “relationships'' with users and customers are being established and/or maintained correctly.
Event: in the Facebook Ads world “events” are actions happening on a specific website. For example: the add-to-cart action, the view of contents, contacts, purchases and so on.

F as…
Funnel: that funnel-shaped stage structure the marketing world is divided into, leading potential customers on a path from an initial knowledge stage (awareness) to the final stage (purchase) and further on!

G as…
Group of Ads: part of the structure of a social ads campaign which explains the campaign itself how to “act”: so, what users it needs to address to and how long and how this is supposed to happen.
GDO: acronym for Great Distribution and Organised Distribution, a.k.a. large scale retail distribution, i.e. a selling activity based on a network of shops and stores (for example supermarkets).

H as…
Hootsuite: a platform providing a better management of social networks through analysis, post scheduling, reports releasing and much more.

I as…
Inside an Ad: there you can find the most important part of the structure of a social ads campaign, where your ad is created. Here the content of an ad or promotion is added.
Insight: stats and data describing the trend of campaigns on social media platforms.

J as…
Javascript: a programming language called scripting. Scripts are codes that need to be added to a website. For example, the Facebook Pixel is a script.

K as…
KPI: acronym for Key Performance Indicators, that is to say parameters helping users to measure the achievement rate when it comes to the goals an advertising campaign aims at reaching.

L as…
Lead Generation: campaigns addressed to the acquisition of contacts interested in the business of a given company, like for instance a quote request for a particular service.
Landing page: a web page designed on purpose to convert searches into leads.
For example: a contact form or a direct purchase.
Lookalike Audience: users sharing similar characteristics with customers who are relevant for you and your needs.

M as…
MOFU: acronym for Middle of Funnel. It is the second stage of the marketing funnel, where users already know who you are, and where you can take a step towards the next stage, proposing useful and interesting contents in exchange of information.

N as…
Netiquette: the ensemble of “good manners” users need to act accordingly when interacting in a community.

O as…
Optimisation: a.k.a. finding right solutions to reduce costs and maximise benefits.

P as…
Prospecting: campaigns oriented to the search of users who are potentially interested in specific products and services.
Pixel: the core of social ads campaigns, also known as “the code section to be added to a website and allowing you to monitor the behaviour of users, showing campaigns to the right people, increasing sales and so on!”... (to keep it short).

Q as…
Quora: a Q&A platform, exchange of ideas and information where it is possible to improve your knowledge in several different sectors. It looks a bit like the good old Yahoo Answers, but with more reasonable and well-thought out questions. Never heard of it? Take a look!

R as…
Retargeting: campaigns addressed to users who had visited a specific website, made specific actions on it and interacted with social media profiles.
ROAS: acronym for Return On Advertising Spend, it can be basically described as the economic earning on the amount spent through the online advertising activity.
ROI: acronym for Return On Investment. That is the earning on the total amount invested. For example: production costs, labour force, expeditions, advertising, etc.

S as…
Storytelling: a communication technique based on attracting the attention of an audience by stimulating their curiosity thanks to a narrative process. A consistent narrative path is the key to good storytelling.

T as…
TOFU: acronym for Top Of Funnel. The upper stage of the marketing funnel where users are lured by being shown interesting contents.
TYP: acronym for Thank You Page. We are talking conversions here, and the Thank You Page is the page a user is shown right after the conversion is completed.
TOV: acronym for Tone Of Voice. It is the approach used to communicate on social media, basically the “how-to-say-it” part of the whole thing. The tone of voice can be formal, informal, funny, emotional and so on.

U as…
UTM: the tracking of parameters included in the URL code, allowing you to analyse and monitor user attitude and behaviour.

V as…
Viral: a content that spreads extremely quickly on the web is commonly defined as “viral”.

W as…
WhatsApp Business: the business version of the world-famous instant-messaging App, useful to companies to let them keep in touch with their customers, provide pre- and post-sale assistance and sell products on catalogues.

X as…
XLS: a file format including a grid made of spaces out of horizontal lines and vertical columns, useful for calculations, analysis and stats.

Y as…
YouTube: a post-and-share video platform. If you want to boost your video on Facebook just upload it on your page and not as a link to YouTube, because in that case Facebook reduces its visibility.

Z as…
Zuckerberg? To tell the truth it was not so easy to find a proper term here.


If you would like to make suggestions as far as the word with Z is concerned, or maybe you saw some other weird little words… Just tell us!
I really hope that this glossary about Social Media Advertising was useful to you.
That’s a wrap now, but first… where is my croissant?

From Blubit’s Social Dept. that's all, bye!

Elena

Glossario Social media Advertising
Si, ma parla come come mangi!

Ti stai approcciando per la prima volta alla pubblicità su qualche social media o hai affidato a qualcuno questo compito? Ti sarà sicuramente capitato di leggere da qualche parte parole come: CTA,TYP, BM, PED e scommetto un croissant che almeno una volta ti è venuto da dire “Si ma parla come mangi”!

Ecco a te quindi un glossario (e alcuni suggerimenti) dei termini più utilizzati nell’ambito dell’advertising sui social media.

 

A come…

Ads (social): acronimo di Advertising, tipologia di pubblicità all’interno delle piattaforme social network più amate dagli utenti.

Awareness
: riconoscibilità dell’azienda, notorietà.

Account pubblicitario: strumento indispensabile per la creazione delle campagne social ads.

API:
acronimo di Application Programming Interface. Strumento che può far interagire due programmi (o due piattaforme, o un programma e una piattaforma).

B come…

B2B e B2C: acronimi di Business to Business e Business to Consumer. Nel primo caso  l’azienda vende i propri servizi ad altre aziende, nel secondo caso direttamente al consumatore finale.

BOFU: acronimo di Bottom of Funnel. Fase del funnel che nella maggior parte dei casi chiude il percorso di vendita.

Business Manager: strumento gestionale gratuito di Facebook che ogni azienda che lavora con i social dovrebbe avere. Utile soprattutto a organizzare, lanciare e monitorare le campagne su Facebook e Instagram.

Business Suite: strumento gestionale gratuito di Facebook  che sostituisce l’app Pagine, con l’obiettivo di semplificare la gestione dei social aziendali. 

Buyer Personas: i ritratti delle tipologie di clienti ideali di un’azienda.

C come…

CTA: acronimo di Call to action, è l’invito all’azione. Esempio: Visita, acquista ora e via dicendo. 

Competitor: azienda concorrente. Conoscerli e analizzarli è essenziale affinché la tua azienda possa trarne vantaggio.

Copy: testo all’interno dell’immagine/video.

Caption: il testo che accompagna il post/campagna e ti permette di comunicare con la tua fanbase. Attenzione alla punteggiatura, errori di battitura, lunghezza e soprattutto leggila 10 volte in momenti diversi prima di pubblicare! 🙂

D come…

DTS: acronimo di Drive to store, cioè azioni finalizzate ad attirare e portare clienti nel punto vendita.

DEM: acronimo di Direct Email Marketing, sono le email (newsletter) che si mandano per creare relazione e/o comunicare eventuali promozioni.

E come…

Engagement: coinvolgimento, interazioni. Utile per capire se stiamo procedendo correttamente nello stabilire e/o mantenere “relazioni”.  

Evento: in questo caso parliamo di Facebook Ads e qui gli “eventi” sono le azioni che si verificano sul tuo sito web. Esempio: l’aggiunta al carrello, la visualizzazione di contenuti, il contatto, l’acquisto e via dicendo.

F come…

Funnel: imbuto, cioè sequenza di fasi che portano il potenziale cliente ad un percorso che va dalla conoscenza (awareness) alla fase finale e oltre!

G come…

Gruppo di inserzioni: parte della struttura di una campagna Social ads che indica alla campagna come deve comportarsi: a chi mostrarla, per quanto tempo e come.

GDO: acronimo di Grande Distribuzione Organizzata, sistema di vendita al dettaglio realizzata attraverso una serie di punti vendita. Esempio: i supermercati.

H come…

Hootsuite: piattaforma che aiuta a gestire meglio i social network: analisi, programmazione post, reportistica e via dicendo.

I come…

Inserzione: segue a “Gruppo di inserzioni”, è la parte della struttura di una campagna Social Ads dove crei il tuo annuncio/pubblicità. Qui potrai inserire il contenuto della tua promozione.

Insight: statistiche e dati che ti raccontano l’andamento dei canali social.

J come…

Javascript: linguaggio di programmazione detto scripting. Gli script sono codici che devono essere inseriti in un sito web. Esempio il Pixel di Facebook è un codice script.

K come…

KPI: acronimo di Key Performance Indicators. Parametri che ti aiutano a misurare il grado di raggiungimento degli obiettivi di una campagna pubblicitaria.

L come…

Lead generation: campagne indirizzate all’acquisizione di contatti interessati alle attività svolte dall’azienda, come per esempio una richiesta di preventivo.

Landing Page: pagina web strutturata appositamente con l’obiettivo di convertire. Esempio: modulo di contatto o acquisto diretto.

Lookalike Audience: utenti con caratteristiche simili ai clienti che per te contano.
(Leggi l’approfondimento sul lookalike audience)

M come…

MOFU: acronimo di Middle of the funnel, è la seconda fase dell’imbuto. Lì dove gli utenti già ti conoscono e li dove puoi fare un passo verso la fase successiva, proponendo loro contenuti utili e interessanti in cambio di informazioni.

N come…

Netiquette: insieme di regole di “buona educazione” all’interno di una community.

O come…

Ottimizzare: trovare soluzioni giuste per minimizzare i costi e massimizzare il beneficio.

P come…

Prospecting: campagne indirizzate alla ricerca di utenti potenzialmente interessati ai tuoi prodotti/servizi.

Pixel: cuore delle tue campagne Social Ads, chiamato anche “porzione di codice che viene inserito sul sito internet e ti permette di monitorare il comportamento degli utenti, mostrare le campagne alle persone giuste, aumentare le vendite e via dicendo!”

PED: acronimo di Piano editoriale Digitale, è un documento dove puoi pianificare la pubblicazione dei tuoi contenuti.

Q come…

Quora: piattaforma di domande e risposte, scambi di idee e informazioni dove accrescere la conoscenza di ogni tipo. Un pò come si faceva su Yahoo Answers, ma con domande sensate e ben pensante. Se non la conosci dacci un’occhiata!

R come…

Retargeting: campagne indirizzate a utenti che hanno visitato il sito, hanno eseguito determinate azioni o hanno interagito con i nostri profili social.  

ROAS: acronimo di Return on Advertising Spend, è il ritorno sulla tua spesa pubblicitaria.

ROI: acronimo di Return on Investment, è il ritorno sull’investimento totale. Esempio: costi di produzione, manodopera, spedizione, pubblicità ecc.

S come…

Storytelling: tecnica di comunicazione che attraverso un processo narrativo attira l’attenzione del pubblico e ne stimola la curiosità. Una narrazione lineare è la chiave per farlo bene.

T come…

TOFU: acronimo di Top of Funnel. Fase superiore del funnel dove si attirano gli utenti  attraverso contenuti interessanti.

TYP: acronimo di Thank You page, siamo nell’ambito delle conversioni ed è la pagina di ringraziamento che l’utente visita dopo aver “convertito”. 

TOV: acronimo di Tone of voice è la modalità di esprimersi sui social, il “come lo diciamo”. Il tono di voce insomma, che può essere formale, informale, divertente, emozionale e via dicendo.

U come…

UTM: parametri di tracciamento inclusi nel URL che ti permettono di analizzare e monitorare il comportamento degli utenti.

V come…

Virale: contenuto che si diffonde in modo particolarmente veloce.

W come…

Whatsapp Business: versione professionale dell’app di messaggistica, utile alle aziende per rimanere in contatto con i clienti, fornire assistenza pre e post vendita e vendere i proprio prodotti attraverso il catalogo.

X come…

XLS: formato di file contenente griglie di colonne verticali e righe orizzontali, utile a eseguire calcoli, analisi e statistiche.

Y come…

Youtube: piattaforma di condivisione e pubblicazione video. Se vuoi promuovere il tuo video su Facebook, caricalo direttamente nella tua pagina e non come link a Youtube, poiché Facebook ne limita la visibilità.

Z come…

Zuckerberg? Qui è stato un pò complicato trovare la parola 🙂 


Se hai qualche suggerimento per la lettera “Z” o hai sentito qualche altra parolina strana, siamo qui! 

Intanto spero che questo glossario sul social media advertising ti sia stato utile. 

E per concludere come sempre, ti lascio una …nulla, aspetto il mio croissant!

Dal reparto Social Blubit è tutto,


Elena

Social Media Advertising Glossary

Keep It Simple!

Approaching Social Media Advertising for the first time? Or maybe did you task someone else with doing so? Well, you have certainly bumped already into words such as CTA, TYP, BM, EDP and I bet a croissant that, at least one time, you just thought “it would be better to keep this stuff simple!”
So, here is a glossary (and a few hints) of the most used terms in the field of social media advertising.

A as…
Ads (social): acronym for Advertising, the type of advertising on the social networks most loved by users.
Awareness: the notoriety and reputation of a brand.
Account: in social media advertising, the necessary tool to create social ads campaigns.
API: acronym for Application Programming Interface. It is a tool that allows two programs (or two platforms, or a program and a platform) to interact with each other.

B as…
B2B and B2C: acronyms for Business To Business and Business To Consumer. In the first case a company sells its products or services to other companies, in the second the selling is oriented to end-users instead.
BOFU: acronym for Bottom of Funnel. It is a stage of the marketing funnel that, most of the times, is the last step of the selling activity itself.
Business Manager: a free management tool in replacement of the app called Pages, aiming at simplifying the management of a company’s social media profiles.
Buyer Personas: the identikits of the ideal target customers of a business.

C as…
CTA: acronym for Call To Action, it is an invitation to act, put in a nutshell. For instance: Visit, Purchase Now and so on.
Competitor: a business that is a contestant of a given company on the market. Having a proper knowledge of competitors is paramount, in order to make it easier for your company to get benefits and to know how to act properly on the market.
Copy: the text in an advertising image or video.
Caption: the text part posted along with a post or a campaign allowing a business to communicate and keep in touch with its fanbase. Be careful with the punctuation of your caption, correct potential typos, consider text length and, above all, read your caption through very carefully, even ten times before posting it! 🙂

D as…
DTS: acronym for Drive To Store, i.e. actions aiming at attracting users and leading customers to buy.
DEM: acronym for Direct Email Marketing, i.e. emails (newsletters) being sent in order to establish relationships with users and/or sponsor potential promotions.
DEP: acronym for Digital Editorial Plan. A document that makes it possible to plan the publishing of your contents.

E as…
Engagement: involvement, interactions. It is useful to understand if “relationships'' with users and customers are being established and/or maintained correctly.
Event: in the Facebook Ads world “events” are actions happening on a specific website. For example: the add-to-cart action, the view of contents, contacts, purchases and so on.

F as…
Funnel: that funnel-shaped stage structure the marketing world is divided into, leading potential customers on a path from an initial knowledge stage (awareness) to the final stage (purchase) and further on!

G as…
Group of Ads: part of the structure of a social ads campaign which explains the campaign itself how to “act”: so, what users it needs to address to and how long and how this is supposed to happen.
GDO: acronym for Great Distribution and Organised Distribution, a.k.a. large scale retail distribution, i.e. a selling activity based on a network of shops and stores (for example supermarkets).

H as…
Hootsuite: a platform providing a better management of social networks through analysis, post scheduling, reports releasing and much more.

I as…
Inside an Ad: there you can find the most important part of the structure of a social ads campaign, where your ad is created. Here the content of an ad or promotion is added.
Insight: stats and data describing the trend of campaigns on social media platforms.

J as…
Javascript: a programming language called scripting. Scripts are codes that need to be added to a website. For example, the Facebook Pixel is a script.

K as…
KPI: acronym for Key Performance Indicators, that is to say parameters helping users to measure the achievement rate when it comes to the goals an advertising campaign aims at reaching.

L as…
Lead Generation: campaigns addressed to the acquisition of contacts interested in the business of a given company, like for instance a quote request for a particular service.
Landing page: a web page designed on purpose to convert searches into leads.
For example: a contact form or a direct purchase.
Lookalike Audience: users sharing similar characteristics with customers who are relevant for you and your needs.

M as…
MOFU: acronym for Middle of Funnel. It is the second stage of the marketing funnel, where users already know who you are, and where you can take a step towards the next stage, proposing useful and interesting contents in exchange of information.

N as…
Netiquette: the ensemble of “good manners” users need to act accordingly when interacting in a community.

O as…
Optimisation: a.k.a. finding right solutions to reduce costs and maximise benefits.

P as…
Prospecting: campaigns oriented to the search of users who are potentially interested in specific products and services.
Pixel: the core of social ads campaigns, also known as “the code section to be added to a website and allowing you to monitor the behaviour of users, showing campaigns to the right people, increasing sales and so on!”... (to keep it short).

Q as…
Quora: a Q&A platform, exchange of ideas and information where it is possible to improve your knowledge in several different sectors. It looks a bit like the good old Yahoo Answers, but with more reasonable and well-thought out questions. Never heard of it? Take a look!

R as…
Retargeting: campaigns addressed to users who had visited a specific website, made specific actions on it and interacted with social media profiles.
ROAS: acronym for Return On Advertising Spend, it can be basically described as the economic earning on the amount spent through the online advertising activity.
ROI: acronym for Return On Investment. That is the earning on the total amount invested. For example: production costs, labour force, expeditions, advertising, etc.

S as…
Storytelling: a communication technique based on attracting the attention of an audience by stimulating their curiosity thanks to a narrative process. A consistent narrative path is the key to good storytelling.

T as…
TOFU: acronym for Top Of Funnel. The upper stage of the marketing funnel where users are lured by being shown interesting contents.
TYP: acronym for Thank You Page. We are talking conversions here, and the Thank You Page is the page a user is shown right after the conversion is completed.
TOV: acronym for Tone Of Voice. It is the approach used to communicate on social media, basically the “how-to-say-it” part of the whole thing. The tone of voice can be formal, informal, funny, emotional and so on.

U as…
UTM: the tracking of parameters included in the URL code, allowing you to analyse and monitor user attitude and behaviour.

V as…
Viral: a content that spreads extremely quickly on the web is commonly defined as “viral”.

W as…
WhatsApp Business: the business version of the world-famous instant-messaging App, useful to companies to let them keep in touch with their customers, provide pre- and post-sale assistance and sell products on catalogues.

X as…
XLS: a file format including a grid made of spaces out of horizontal lines and vertical columns, useful for calculations, analysis and stats.

Y as…
YouTube: a post-and-share video platform. If you want to boost your video on Facebook just upload it on your page and not as a link to YouTube, because in that case Facebook reduces its visibility.

Z as…
Zuckerberg? To tell the truth it was not so easy to find a proper term here.


If you would like to make suggestions as far as the word with Z is concerned, or maybe you saw some other weird little words… Just tell us!
I really hope that this glossary about Social Media Advertising was useful to you.
That’s a wrap now, but first… where is my croissant?

From Blubit’s Social Dept. that's all, bye!

Elena

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