the ultimate digital advertising glossary.

Like any industry, digital advertising has its lingo and set of keywords. Make sure you have all the definitions in hand to know what you are doing. In this ultimate retargeting glossary, you will find all the terms and concepts you need to launch successful campaigns!

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advertising goals

Advertising goals are, of course, what you are trying to achieve with your ad campaign: do you want to acquire new customers? Promote a current sale? Or create awareness around your business? Whatever it may be, your goal needs to be clear so you can take the right steps to achieve it.

awareness goals:

Awareness goals are more about putting your name out there and showing your potential customers what you have to offer. For an awareness campaign, you would want to use more standard formats, because it will give you more opportunities to display your ads.

conversion goals:

A conversion goal when you try to acquire new customers. The conversion point, however, can vary depending on your business: it can be a newsletter subscription, a purchase on a specific product, a membership sign-up, or even a call! For such goals, you are better off using ad formats that will have a high-impact and that are usually more interactive or compelling, like video.

advertising campaign

An advertising campaign is what happens once you build your creative and you start delivering it on various websites. It is a great way to build awareness around your business and promote your services and products. Check out the 6 questions you should answer before launching your campaign!

ad extensions

When launching an SEM campaign, AdWords gives you the option to add extensions to your ad. For example, a popular one is a Sitelink extension, which allows you to display direct links to specific pages on your website under your ad. Reach out to your account manager to discuss the best solution for your campaign.

ad group

An adgroup is simply the title you will give to your ad campaign. It will help you to group together all the keywords you are targeting with this campaign.


Your audience is the group of people that you target with your ads. There are many ways to target people, whether it is by their demographic, their physical location or their online behavior. These decisions should always be made to target the people most interested in your products.


Banners, or ad banners, are a general term used to describe online ads, no matter their format.



Clicks are simply the number of times people have clicked on your ad.


click-through rate

The Click-through rate, or CTR, is the percentage of impressions that resulted in a click. In other words, how many time was your ad shown for one person to click. This can be calculated by dividing the number of clicks by the number of impressions and multiplying it by 100. Or you can use go's reporting suite to get the result straight away!


conversion rate

The conversion rate in the percentage of clicks that resulted in a conversion (subscription, purchase, etc.)


cost-per-acquisition (CPA)

Also called cost-per-action or cost-per-engagement, CPA is how much it cost to convert a website visitor to a client. For example, if you decide that the conversion point is the purchase of a product, you launch a campaign for 200$ and 40 people end up buying the product. You divide 200 by 40, meaning your CPA was 5$.


cost-per-click (CPC)

CPC is the cost of a campaign per click it got on its ad. If you spent 200$ on a campaign and received 2000 clicks, your campaign then cost 0.10$ per click.


cost-per-mille (CPM)

CPM is the cost of a campaign for every thousand impressions it got on a website.



Creative is the name we give the physical ad that you build with your promotional message, your logo, and your CTA before you launch it. Check out some tips on how to create compelling and effective creatives.


call-to-action (CTA)

Every ad needs CTA. When you display an ad, you want your audience to take an action: visit the website, download a file, purchase a product. In any case, your CTA must be clear, but more importantly, set expectations for the user. That means, when the user clicks on the ad, they want to know what will happen. So instead of "Click here", you would go with "Buy now", "Subscribe", "See offer" etc.



display ads

Display ads are ads that are delivered on websites. Now the way they reach those websites can be different. It can be done programmatically but also be delivered through retargeting platforms, like go. To Learn more about displays advertising, check out our blog post!


demographic targeting

Demographic targeting is a variety of parameters that will help you segment your audience into groups. The most popular options are usually Age, language, gender, and location. By segmenting your audience into those specific groups, you ensure that your ads are shown to the right people. Those settings don't need to be one-size-fits-all for your products. Each of your products mayhave different targeting setting - that's how you ensure your ads are relevant.



Display ads areEngagement is the interactions that you trigger between your customers and your ads. For example, engagement can be calculated in the number of times the video in your video billboard ad was played, the number of people who swiped on your ad with our Swipe format, and so on. ads that are delivered on websites. Now the way they reach those websites can be different. It can be done programmatically but also be delivered through retargeting platforms, like go. to Learn more about displays advertising, check out our blog post!



Formats are the different type of ads you can build. They can be standard static banners, be integrated with videos, or be dynamic and interactive. go offers a wide variety of formats to fit every business's needs.


frequency cap

A frequency cap is a limit that you set for how many times a single user will be retargeted by your ad. Usually, experts recommend not going over 3-4 times per week and no more than 20 times per month. By overbearing your audience with your ads, you're more at risk of annoying them than catching their interest. Read more about the Don'ts of retargeting here!




geographical targeting

Geographical targeting, or geotargeting, is targeting an audience based on their physical location. The scale can vary: you can target an entire country or one specific neighborhood in a city. It really depends on your goals and the product you are selling.


An impression is the number of times your ad is displayed on a website.



Keywords are a vital component to your SEM and SEO strategy. Your keywords will serve as a point of reference thatlinks to content your prospect is searching for. There are many considerations to keep in mind when building your keyword list, like the word count of the keyword, the search volume, and the competitiveness.Thankfully, the go team takes care of all of it as part of your package!

landing page

A landing page is the page where you want your users to land once they click your ads. As opposed to any given page on your website, your landing page is designed to be highly targeted and to fit a single conversion purpose. The go team offers a landing page building service - ask us about it!



A microsite is an auxiliary website with independent links and address that is accessed mainly from a larger site, most often used to showcase a specific product or service. The go team offers a microsite building service - ask us about it!

online auction

go is a platform that uses programmatic advertising to deliver your ads in front of your audience. The way this works is through an online auction. When a user tries to access a page, a "call" is sent to all advertisers with a profile for said user, including online behavior, interest and demographics. Advertisers will then enter an online auction to win the chance to deliver their ad to the user. This whole process is automated and happens in around 0.2 seconds.


post-click conversion (PCC)

PCC happens when a user clicks on your ad and takes the desired action (subscribe, purchase, etc.).


post-view conversion (PVC)

Also called view-through, PVC is when a user was shown your ad, but did not click on it immediately and still took action later (subscribe, purchase, etc.).



Prospecting is a type of campaign where you target an audience based on various data (age, gender, annual revenue, interest, etc.) that has not necessarily shown interest in your brand beforehand. That means, if you sell watched, you can target audiences that have shown interest in that product, but not in yours specifically.



A publisher is the digital advertising term for the website on which your ads can be displayed. 


ROI stands for Return On Investment and can be calculated the revenues your advertising efforts generated versus their cost. The formula to calculate your ROI is your return minus your investment. Let's say you have earned $3 000 in revenue from a $1 500 advertising investment, your ROI would be 50%.



Reporting is a crucial part of any online campaign. It's about gathering the results of the campaign and analyzing them to optimize your next strategy. Most platforms are integrated with reporting suite.



Retargeting is the process of serving an ad to a user that has previously visited your website - that's what go does. If you want to learn more about retargeting and how it works, read this article.



SEM stands for Search Engine Marketing and is a type ofinternet-based marketing associated with search engines such as Google. It allows businesses to position ads for their website within the search engine to increase their visibility and website traffic. This service is provided with the go platform. 



SEO stands for Search Engine Optimization and is a process to increase organic (or unpaid) traffic to your website. There are various ways to achieve a good SEO, mainly by creating unique content focused on specific keywords that are relevant to your business. Find out more about SEO in this article.



SMB stands for Small Medium Business, usually under 200 employees. They can range from small local coffee shops to innovative startups.



Targeting, as opposed to retargeting, is serving ads to potential customers, that may not have previously visited your website. To make sure you target the right options, a range of options are available to make sure your ads are relevant to the users, like location, gender, age, annual income, etc.


tracking pixel

A tracking pixel is a piece of Javascript that will be copied on a website's HTML code to launch a retargeting campaign. With this pixel, advertisers can retarget their website's visitors. To learn more, read this article.



A vertical is an industry in which several different businesses work. For example, the food and drinks vertical may include restaurants, bars, coffee shops, cooking magazines, etc. Business and finance can include banks, accountants, lawyers and so on. 


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