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)
The conscious or subconscious tendency of web and mobile users to ignore advertisements and sponsored content within social feeds and search results.
Audience Targeting
The strategic segmentation of advertising delivery based on geography, consumer interests, smartphone device categories, and demographic characteristics.
Geotargeting
The practice of delivering advertisements specifically to users within a defined geographical location such as a city, state, or municipality.
Pricing Models
CPM (Cost Per Mille)
The cost an advertiser pays for 1,000 ad impressions, calculated as (Total Ad Spend ÷ Total Impressions) × 1,000.
CPC (Cost Per Click)
A performance advertising metric measuring the average cost an advertiser incurs each time a user clicks on an ad, calculated as Total Spend ÷ Total Clicks.
PPV (Pay Per View)
A digital advertising pricing model where advertisers are billed solely when an ad is confirmed to have been viewed by an actual user.
Key Metrics
CTR (Click-Through Rate)
The ratio of users who click on a specific link or call-to-action relative to the total number of impressions or views, expressed as a percentage.
Conversion Rate
The percentage of ad viewers who complete a designated business objective, such as sending a WhatsApp inquiry, completing a purchase, or registering an account.
ROAS (Return on Ad Spend)
A core profitability metric measuring the gross revenue generated for every currency unit spent on advertising, calculated as Revenue from Ads ÷ Cost of Ads.
Impressions
A metric tracking the total number of times an ad creative is fetched and loaded on a user device screen, regardless of whether it is viewed or clicked.
ROI (Return on Investment)
A financial profitability ratio measuring the net gain or loss generated from an investment relative to its total cost, expressed as a percentage.
Ad Reach
The total count of unique individual users who are exposed to an advertisement at least once during a campaign lifecycle.
Ad Analytics
The systematic tracking, measurement, and visualization of advertising performance data, including verified view counts, CTR, and attribution metrics.