13.2: Key terms and concepts
- Page ID
- 24936
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| Term | Definition |
| Ad Types | The kind of ads you can create on social media; these could be Twitter Cards, Facebook sponsored posts or, Lenses or Geofilters on Snapchat. |
| Demographics | Statistical information about a particular population, such as age, gender, language or location. |
| Hashtags | A word preceded by a hash, such as #nofilter, used to help users find posts related to their interests. |
| KPI | Key performance indicator, important metrics that can be measured to indicate success. |
| Objectives | What you want to achieve from a marketing effort. |
| Payment models | The various ways available to pay for ads online, such as cost per click (CPC), cost per engagement (CPE), and cost per mille meaning cost per thousand views, (CPM). |
| Platform | A single social media network, such as Facebook, Instagram, or WeChat |
| Promoted content | Content (posts) that extends its reach via paid-for advertising/ promotion. |
| Social media ROI | The return on investment on social media, difficult to measure straightforwardly, but important to track. |
| Targeting options | The options available for ensuring that ads reach the right users at the right time. |