a man working on his computer.

16 Advertising Terms You Must Know

The language of advertising is foreign to those that are not well-versed in the language. The beauty of advertising is the large range of different careers and avenues. From UX design to copywriting, to account management, to creative directors, the possibilities are endless. Here is a breakdown of populate terms that everyone should know and understand.


A/B Testing – Testing two versions of a webpage, email, copy, advertisement, etc., to see which performs better. 


Bounce Rate – The rate at which people leave your landing page without clicking on anything or going to another page.


CTA (call-to-action) – At the end of an ad, email, or social media post, is the CTA that tells the audience what action to take. Whether that’s to learn more, visit the website, subscribe, etc.


Cookies – A small file that lives on the website that stores information about each user. Advertisers use this information to keep track of website visitors and remarket to them.


CPC (cost-per-click) – Used most commonly on Google Ads, CPC is the amount the advertisement will cost.


CTR (click-through-rate) – The rate at which people clicked on your advertisement. To calculate, you take the clicks divided by the number of impressions.


Geo-targeting – Targeting an audience for an advertisement based on a physical location.


Impressions – The number of people your ad reached.


KPI (key performance indicator) – A tactic to measure your campaign and it can be measured in multiple ways.


Lead Generation – The section of the marketing funnel that will lead consumers to purchase your product/services.


Meta Description – The description underneath your website on a search engine that explains your website to the user.


PPC (pay-per-click) – A form of advertising where advertisers pay for the ad per click on the advertisement.


SEM (search engine marketing) –  A form of marketing where advertisers pay for advertisements digitally on search engines, paid socials, and Google Ads. 


SEO (search engine optimization) – Organic advertisement on search engines and websites by using keywords and descriptions.


UI (user interface) – The interaction a user has with an interface.


UX (user experience) – The experience a user has with an interface.