SND Ads - Glossary of Terms

Having trouble keeping up with all the social advertising jargon? This list will help clear things up.

Boosted post - A post promoted on Facebook using the Boost tool. Differs from a Targeted Ad, in that it cannot be targeted to a certain audience and results are not guaranteed.

Campaign - In SND Campaigns, the overall project that contains a campaign template, reports, and fulfilled posts and ads.

Campaign Report - In SND Campaigns, a report that can be generated from a Campaign to show all posts (organic and/or paid) and their results.

CPM - Cost per thousand impressions.

Goal - The number of results you would like to hit in your overall campaign, based on your campaign's objective.

Dark post/Unpublished post - A paid post on Facebook that does not appear on a Page Timeline.

Impressions - The number of times a post or ad was viewed on Facebook. For Reach objectives, this is the measurement that Facebook uses to display results.

Lifetime Budget - In SND Campaigns, the total amount of money you wish to spend over the life of an individual ad in your campaign.

News Feed - Facebook's feed of content from your friends, Pages you like, and ads that are targeted to you. The content that appears in News Feed is controlled by Facebook's algorithms.

Objective - The action you would like to drive with your ad or campaign. The Reach objective will show your content to as many people as possible. The Video Views objective will target your ad to people who are more likely to watch your video. The Website Traffic objective will target your ad to people who are more likely to click a link through to your website.

Organic post - A post that appears on a Page Timeline that has not been placed as an ad. An organic post can have a branded content partner.

Page Timeline - A view of the posts that appear on a Page, including all organic posts. Dark posts/unpublished posts will not appear on the Timeline.

Paid Partnership - An indicator that appears on Branded Content posts on Facebook to show that there has been an exchange of value between the publisher and the sponsor.

Paid Report - A report that includes the monetary value of selected campaigns over a specific time period, generated from the SND Reports tool.

Reach - 1. A paid objective with the goal of showing content to as many people as possible, measured in Impressions. 2. In Facebook Insights, the number of individual users who have viewed a post.

Special Ads Categories - A category of ad subject matter on Facebook that has special targeting rules. These categories include ads about employment, housing, or credit.

Sponsor/Branded Content Partner - On Facebook, a page that is tagged in a Branded Content post in order to indicate that there has been an exchange of value.

Sponsored Post - Any post that has a sponsor's involvement, including organic branded content posts or unpublished ads.

Targeted Ad/Paid Targeted Post - A piece of content that appears only to targeted users. The amount of money paid controls how many users will see the content in ad placements.

Video Views/ThruPlay - ThruPlay is an optimization and billing option for video ads through the Video Views objective. ThruPlay allows advertisers to optimize and choose to pay only for ads that are played to completion for videos shorter than 15 seconds. For longer videos, ThruPlay optimizes and bills for ads that are played for at least 15 seconds.

Need help? Reach out to us at ads@socialnewsdesk.com.