{"id":262157,"date":"2020-11-20T16:06:00","date_gmt":"2020-11-20T15:06:00","guid":{"rendered":"https:\/\/www.digitalpartner.se\/?post_type=kunskapsbank&#038;p=262157"},"modified":"2025-08-18T15:22:57","modified_gmt":"2025-08-18T13:22:57","slug":"25-key-concepts-in-advertising","status":"publish","type":"kunskapsbank","link":"https:\/\/www.digitalpartner.se\/en\/kunskapsbank\/25-viktiga-begrepp-inom-annonsering\/","title":{"rendered":"25 key concepts in advertising"},"content":{"rendered":"<p><strong>There are so many terms in advertising and marketing that it is difficult to keep track of them all. That's why we've collected 25 terms that are useful to know in advertising.<\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">5 quick concepts in advertising<\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>CPC (Cost Per Click)<\/strong> - The price you pay per click in your ppc campaign.<\/li><li><strong>PPC (Pay Per Click)<\/strong> - The advertiser only pays for the clicks that lead a visitor from the advert to the website.<\/li><li><strong>CPM (Cost Per Mile)<\/strong> - The advertiser pays per thousand impressions of an advert.<\/li><li><strong>CPA (Cost Per Acquisition)<\/strong> - Means that the advertiser only pays when the desired action\/conversion\/acquisition has taken place.<\/li><li><strong>CTR (Click Through Rate)<\/strong> - Is a percentage of the number of people who saw an advert and actually clicked on it. <\/li><\/ul>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Glossary for advertising<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Affiliates<\/strong><\/h3>\n\n\n\n<p>Means advertising network in Swedish. Affiliates use digital adverts and internet traffic from a specific website (e.g. blog) to refer visitors to the advertiser's website. Advertising revenue is usually based on the number of clicks\/page views.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">CPA<\/h3>\n\n\n\n<p>Stands for Cost per Acquisition but can also be called Cost Per Action. It is a payment model for online advertising. It means that the advertiser only pays when the desired action\/conversion\/acquisition has taken place. For example, it may be that the customer becomes a member or buys.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">CPC<\/h3>\n\n\n\n<p>Stands for Cost Per Click. CPC is the price you pay per click in your PPC campaign.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">WHC<\/h3>\n\n\n\n<p>Stands for Cost Per Mile. Online advertising payment model whereby the advertiser pays per thousand impressions of an advert.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">CTA<\/h3>\n\n\n\n<p>Stands for Call to Action. It is a term often used to describe elements or prompts that take the visitor further in a buying process, for example.<\/p>\n\n\n\n<p><strong>Did you know?<\/strong> Call to Actions are most common in e-commerce segments, where they are naturally present. However, they are equally important in other segments, such as informational or business websites. Even on these, it is important to entice the visitor to take action and show them the way to a conversion.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">CTR<\/h3>\n\n\n\n<p>Stands for Click Through Rate. It is a percentage of how many people have seen an advert and actually clicked on it.  CTR is an important factor that affects the Quality Score and thus has an impact on position and cost. How much you are prepared to pay per click, the maximum CPC, together with the Quality Score, determines the position of the advert. <\/p>\n\n\n\n<p><strong>Did you know?<\/strong> The CTR plays a crucial role in the quality score for keywords, which in turn is partly decisive in the ad auction. A high CTR indicates that you are relevant in the search results as many people who see your advert choose to click on it.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Display advertising<\/h3>\n\n\n\n<p>Display advertising is a form of advertising on websites, apps or social media. Companies buy a digital advert for a fixed amount and can showcase their brand through a banner, for example.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Level of engagement<\/h3>\n\n\n\n<p>The engagement rate for a campaign is the percentage of visitors who have seen the advert or post and engaged with it in some way e.g. shared, commented, shopped etc. Good engagement rates are the domino effect or exponential growth. I.e. 2 visitors spread the product\/service to 2 people each, and these people do the same.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Facebook Audience Insight<\/h3>\n\n\n\n<p>Gives you deeper audience insights and can give you better conversion value if you know your audience and capitalise on this. E.g. age, gender, geographical location or language.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Facebook Insight<\/h3>\n\n\n\n<p>Facebook's tool for extracting data and statistics (audience statistics) about your traffic from advertising and organic spread on Facebook.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Facebook Ads Manager<\/h3>\n\n\n\n<p>Facebook Ads Manager is your starting point for running ads on Facebook, Instagram or Audience Network. It's an all-in-one tool for creating ads and managing when and where they run and tracking how well your campaigns perform. An editing as well as statistics tool for ads on Facebook. Used to target an audience and to track the performance of ads. Facebook Ads Manager is a powerful ad management tool, but it's designed for advertisers of any experience level. <\/p>\n\n\n\n<p><strong>Did you know?<\/strong> With the Ad Manager mobile app, you can keep track of your campaigns and make changes from anywhere. <\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Google Ads<\/h3>\n\n\n\n<p>It was previously called AdWords. Google Ads is a tool that provides keyword suggestions and traffic estimates when you create campaigns on the search network. <\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Google Trends<\/h3>\n\n\n\n<p>Google Trends is a tool from Google that shows how certain keywords\/search phrases compare to others over a selected period of time in a specific geographical area<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Impressions<\/h3>\n\n\n\n<p>A measurement of the response of a web server to a page request from the user browser. <\/p>\n\n\n\n<p>A served impression is when an advert is retrieved from the source it is counted as an \"impression\".<\/p>\n\n\n\n<p>Viewed impressions are when a visitor actually sees the advert on their screen , source.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">click<\/h3>\n\n\n\n<p>Clicks are often used as a concept in marketing or web analytics, for example, to measure the number of times an advert or web page is clicked on.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Purchased range<\/h3>\n\n\n\n<p>Is this how many people your advert reached by paying for the advert<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Native advertising<\/h3>\n\n\n\n<p>Native advertising is advertising that blends in with its surroundings. They should resemble the content of the website, for example, by having the same tone and design, and convey something to the visitor in the same way as the site's own content.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">PPC<\/h3>\n\n\n\n<p>Stands for Pay Per Click. The advertiser pays <strong>only<\/strong> for the clicks that lead a visitor from the advert to the website, making the advert itself free of charge. <\/p>\n\n\n\n<p><strong>Did you know?<\/strong> PPC is one of the most common forms of advertising used in digital marketing where the advertiser buys keywords or phrases for their website.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Programmatic marketing<\/h3>\n\n\n\n<p>It is an automated advertising tool that allows you to advertise effectively, profitably and with better targeting.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Remarketing<\/h3>\n\n\n\n<p>Remarketing helps you reach people who have visited your website or used your app but did not complete a conversion. With remarketing, you target adverts to potential customers. This is mainly done in the form of emails where you often give the visitor an offer.<\/p>\n\n\n\n<p><strong>Did you know?<\/strong>&nbsp;Many people think that remarketing and retargeting are the same thing. The terms are also often confused.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Retargeting<\/h3>\n\n\n\n<p>Helps you reach people who have visited your website or used your app. You then target adverts to those visitors when they visit another website within the Google Display Network or do a search on Google search.<\/p>\n\n\n\n<p><strong>Did you know?<\/strong>&nbsp;Many people think that remarketing and retargeting are the same thing. The terms are also often confused.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">ROI<\/h3>\n\n\n\n<p>Stands for Return on Investment. Means return on investment in Swedish. ROI is used to measure and compare results.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">SEA<\/h3>\n\n\n\n<p>Stands for Search Engine Advertising. Means search engine advertising in Swedish. SEA is the collective name for all paid marketing (adverts) in search engines.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">SEM<\/h3>\n\n\n\n<p>Stands for Search Engine Marketing. Means search engine marketing in Swedish. SEM is a form of marketing that takes place via search engines, such as Google. SEM is a collective term for SEO and SEA. This means that SEM is the umbrella term for both paid marketing and search engine optimised marketing, i.e. marketing via search engines.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">SERP<\/h3>\n\n\n\n<p>Stands for Search Engine Result Page and is the search engine result page. For example, the first page of Google when you search for something. <\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><br>Now you've learnt a bunch of concepts in advertising and marketing. Want to know more about marketing?&nbsp;<a href=\"\/en\/kontakta-oss\/\" class=\"rank-math-link\">Contact us<\/a>&nbsp;and we will organise a meeting over coffee.<\/p>\n\n\n\n<p>This is part 3 of 4 in the series on key concepts in the marketing and web development industry. Stay tuned for the last part!<\/p>","protected":false},"excerpt":{"rendered":"<p>Det finns s\u00e5 m\u00e5nga begrepp inom annonsering och marknadsf\u00f6ring och det \u00e4r sv\u00e5rt att h\u00e5lla koll p\u00e5 alla. D\u00e4rf\u00f6r har vi h\u00e4r samlat 25 begrepp som \u00e4r bra att ha koll p\u00e5 inom annonsering. 5 snabba begrepp inom annonsering CPC (Cost Per Click) &#8211; Priset du betalar per klick i din ppc kampanj. PPC (Pay [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":262053,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","format":"standard","meta":{"_acf_changed":false,"_breakdance_hide_in_design_set":false,"_breakdance_tags":"","footnotes":""},"kunskapsbankskategori":[65,49,51,56,52,53,64,50,55],"class_list":["post-262157","kunskapsbank","type-kunskapsbank","status-publish","format-standard","has-post-thumbnail","hentry","kunskapsbankskategori-content-marketing","kunskapsbankskategori-digital-marknadsforing","kunskapsbankskategori-facebook","kunskapsbankskategori-google-ads","kunskapsbankskategori-instagram","kunskapsbankskategori-linkedin","kunskapsbankskategori-mediaproduktion","kunskapsbankskategori-sociala-medier","kunskapsbankskategori-sokmotorer"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/kunskapsbank\/262157","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/kunskapsbank"}],"about":[{"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/types\/kunskapsbank"}],"author":[{"embeddable":true,"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/comments?post=262157"}],"version-history":[{"count":1,"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/kunskapsbank\/262157\/revisions"}],"predecessor-version":[{"id":263798,"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/kunskapsbank\/262157\/revisions\/263798"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/media\/262053"}],"wp:attachment":[{"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/media?parent=262157"}],"wp:term":[{"taxonomy":"kunskapsbankskategori","embeddable":true,"href":"https:\/\/www.digitalpartner.se\/en\/wp-json\/wp\/v2\/kunskapsbankskategori?post=262157"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}