Guide to Common Facebook Advertising Terms

Facebook ads have enticed many companies and advertisers who want to use social media platforms to promote their products and services. In the past few months several allegations arose against the effectiveness of Facebook advertising however it is still one of the popular social media advertising methods adopted by small and large businesses worldwide.

Deciding whether to invest or not on Facebook advertisements can be a daunting task especially when there are too many misconceptions and doubts regarding the advertising potential of it. This article hopes to familiarize you with some common terms associated with Facebook advertising. Understanding them can help you bring your social media advertising efforts on track. With over 900 million fan base Facebook becomes the best medium to advertise and promote brands.

Facebook ads

Facebook ads consist of custom messages from the advertisers which targets the fans. Unless it encourages users to act spontaneously, the effectiveness of the Facebook ads gets lost, therefore a lot of thinking and planning should go while developing ads.

Facebook Ad campaign

When you create a Facebook Ad campaign, it gives you the freedom to combine groups of Ads, either for a single business or separate businesses. Same daily or lifetime budget and schedule is shared by all the ads in the campaign. In Facebook Ad campaign you can group ads with ease and at your convenience. The best part is that, Facebook offer updated reports where you can analyze the output of the ads. In case of individual ads, there are separate bids and targeting.


Clicks are the number of times a Facebook user clicks an ad. It could also be a ‘like’ for the advertised page or event. With more clicks the visibility for the advertised product or page increases. Facebook adopts methods, where advertisers are charged only for authentic clicks. This means repetitive and unreal clicks are not counted.

The term impression in advertisement means the number of people reached by the ads. Details such as the reach and frequency offered by the Ads are offered by Facebook. Total impression of the Ads is the product of the Ad’s frequency and reach. Data on the reach and frequency of the Ad is provided by Facebook. Social impression is nothing but an Ad impression consisting of brand’s content and interaction of the Facebook user.


CTR is the Abbreviation of Click-through rate. The click through rate is the number of clicks on an ad divided by the number of times the ad appears. It is represented as percentage.


In Facebook any type of competition or contest is known as promotion.

Promoted Posts

By promoting certain posts on your page, more number of people will view it. Administrator of the page can easily promote a recent post by using the promote button made available next to the page posts.

Premium Ads

This type of ads appears on the right hand side of the user’s home page when he logs in. If a person is a fan of that particular brand, then the ads show in the news feed. Through premium ads, brand can improve fan engagement.

Premium ads depend on the total impressions and are charged per thousand AD impression. It can be purchased from a sales partner or representative of Facebook. Page post, voice of friend and standard Ads are the different types of premium ads.

Sponsored Stories

This is a paid advertising service offered by Facebook to brands. With this service, advertisers can use content created on the Facebook page as an Ad. If a person likes a page, it shows in his news feed. The administrator of the specific Facebook page can utilize the news feed of this fan and the friends of his are notified regarding this.

A specific post of great importance and value to the brand can be promoted using Sponsored stories. Page like story, App shared story, Game played story and Page post like story are the different kind of sponsored stories.

Reach generator

With reach generator page post reaches 50 percent of the total fan base, when generally a page post reaches just 16%. It guarantees wider reach of the page post and increases fan engagement. However, to take advantage of this tool, the company should have at least 500,000 fans. Another eligibility factor is that the existing reach of the page posts should be less than 25% on an average.

Talking about this

This is introduced to evaluate the engagement level of the Facebook page. Facebook page administrator can view the Talking about graph and analyze the performance of the page. Since its launch in 2011, the’ People talking about this’ feature have allowed the companies to measure the page engagement.

These are just few of the common Facebook advertising terms, there are plenty more. Knowing and understanding all the necessary terms is crucial for any marketer and social media expert. There are also certain guidelines which should be followed while creating Facebook Ads. These guidelines are updated frequently by Facebook and you can read them at