Master the Language of High-ROI Advertising
From ad blindness to ROAS, learn the terms that help startups and SMEs maximize every advertising naira.
Strategy & Targeting
Ad Blindness (Banner Blindness)
This is when users consciously or subconsciously ignore digital advertisements, especially on social media and search results. Ad blindness has increased dramatically as users become oversaturated with marketing messages.
Audience Targeting
The process of defining specific user segments to show your ads to, based on demographics, interests, location, and behavior.
Geotargeting
Delivering ads to users based on their geographic location—city, state, or country—so your message reaches the right local audience.
Ad Campaign
A coordinated series of advertisements designed to achieve a specific business goal, such as increasing brand awareness, driving sales, or launching a new product.
Target Audience
The specific group of people most likely to be interested in your product or service, defined by demographics, location, interests, and behavior.
Free Advertising
Methods of promoting a business without direct advertising costs, including organic social media, word of mouth, referrals, and free listing platforms.
Ad Design
The creative process of crafting visual and textual elements of an advertisement to capture attention, communicate value, and drive user action.
Pricing Models
CPM (Cost Per Mille)
The cost an advertiser pays for 1,000 ad impressions. CPM is one of the most common pricing models in digital advertising.
CPC (Cost Per Click)
The price paid each time a user clicks on an ad. CPC is the standard pricing model for search and performance advertising.
PPV (Pay Per View)
A pricing model where advertisers pay only when a user actually views their ad. Adpadi uses PPV at ₦3 per verified view.
Key Metrics
CTR (Click-Through Rate)
The percentage of people who click on your ad after seeing it. A higher CTR generally signals more compelling ad creative.
Conversion Rate
The percentage of ad viewers who complete a desired action such as making a purchase, signing up, or sending a message.
ROAS (Return on Ad Spend)
Revenue earned for every naira spent on advertising. A 5× ROAS means ₦5 in revenue for every ₦1 invested.
Impressions
The total number of times your ad is displayed to users, regardless of whether they interact with it.
ROI (Return on Investment)
A profitability metric measuring the net profit generated from an investment relative to its cost.
Ad Reach
The total number of unique users who see your advertisement. Higher reach means more potential customers are exposed to your brand message.
Ad Analytics
The measurement and analysis of advertising performance data, including views, clicks, conversions, and return on ad spend.
Platform Terms
Channels
WhatsApp Marketing
Using WhatsApp as a channel to promote products, services, and brands to a highly engaged audience of over 100 million users in Nigeria.
Online Advertising
The practice of promoting products or services through digital channels such as social media, search engines, websites, and messaging platforms like WhatsApp.