Master Media Buying: Key Terms You Need to Know
Understanding Media Buying
Media buying can seem complex, but understanding the core terms is the first step toward running successful campaigns. Below are the key terms every media buyer should know:
1. CPM (Cost Per Mille)
The cost per thousand impressions. This measures how much you’ll pay for your ad to be shown 1,000 times.
2. CPC (Cost Per Click)
The cost you pay every time someone clicks on your ad. It’s a great model for driving traffic to your website.
3. CTR (Click-Through Rate)
The percentage of people who click on your ad after seeing it. A higher CTR indicates better engagement.
4. CPA (Cost Per Acquisition)
The cost incurred when a user completes a specific action, like making a purchase or signing up.
5. ROI (Return on Investment)
A metric that shows how much profit you’ve earned compared to your advertising costs.
6. ROAS (Return on Ad Spend)
This measures the revenue generated for every dollar spent on ads. It helps evaluate campaign profitability.
7. Impression
The number of times your ad is displayed to users. Impressions help measure your ad’s reach.
8. Conversion
A conversion occurs when a user takes a desired action, such as completing a purchase or signing up for a newsletter.
9. Pixel
A small piece of code used to track user activity on your website after interacting with your ad.
10. Lookalike Audience
A group of people similar to your existing audience, designed to help you reach new potential customers.
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