The working vocabulary of paid acquisition.
Terms
- Media buying
- Buying ad inventory to drive traffic to offers.
- Creative
- The ad itself — image, video or copy.
- Angle
- The specific message or hook a creative uses to sell.
- Hook
- The first few seconds / first line that stops the scroll.
- Bid
- What you're willing to pay per click or impression.
- Budget
- The spend allocated to a campaign or ad set.
- ROI
- Return On Investment — profit relative to total cost.
- ROAS
- Return On Ad Spend — revenue relative to ad spend.
- LTV
- Lifetime Value — total revenue a customer generates over time.
- CAC
- Customer Acquisition Cost — what it costs to acquire one customer.
- AOV
- Average Order Value.
- Audience
- The targeted group of users for a campaign.
- Retargeting
- Showing ads to users who already interacted with you.
- Whitelist
- Sources/placements you allow because they perform.
- Blacklist
- Sources/placements you block because they don't.
Ready to build?
Learn the fundamentals, then run them inside the network.
Join the network
