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Advertising
Word List

73 of the most important terms in advertising, fully defined and visualized.

Get the Word List

73 terms 42 illustrated 9 categories free forever

shoeshop.com dailynews.com recipes.com

Retargeting

You looked once and left. Now the same ad trails you from site to site, asking you back.

clicked the ad

Click-Through Rate

Of everyone who sees an ad, the small slice who actually click it. Usually just a few percent.

Conversion

A thousand people visit, most drift off, and only a handful do the thing you wanted.

same viewer

Frequency

How many times the same person sees your ad. Reach is people; frequency is repeats.

yoursite.com

Bounce Rate

Visitors who land on one page and leave at once, without clicking a single thing.

Why this exists

Most glossaries explain a word using three more words you don't know either. This one doesn't.

42
of 73 terms come with a picture, so you see how each one actually works, instead of picturing it wrong.

For anyone who ends up in the room without the vocabulary.

  • The founder approving the budget
  • The designer handed a brief
  • Anyone who nodded along, then looked it up after

Defined, then drawn

Some words are easier to show than to say

The Ad Itself

Storyboard

A frame-by-frame sketch of a video ad before it gets filmed. Shows each shot, the camera angle, what is said, and what is shown. Used to get sign-off before spending money on production.

01
Hook Stop the scroll 0:00–0:03
02
Setup Name the problem 0:03–0:10
03
Value Show the solution 0:10–0:22
04
CTA Tell them what to do 0:22–0:30

Audience & Targeting

Geo-Targeting

Showing ads only to people in specific places. Can be as broad as a country or as narrow as a single neighborhood, ZIP code, or a one-mile radius around a store.

Landing & Conversion

A/B Test

Showing two versions of the same ad (or landing page) to similar groups of people and comparing which one performs better. Only one thing changes between A and B so the result is trustworthy.

A Better sleep, guaranteed.
2.1% CTR
B Sleep like it's 1995.
3.8% CTR
Winner
B wins by 1.7 points

9 categories

From the ad itself to the sale it makes

What you get

Two formats, no paywall

  • 01

    Read it online

    The whole list in the browser. Grouped, searchable, every picture in place.

  • 02

    Download the PDF

    A typeset copy in the same fonts as the site. Good for printing, or sending to whoever needs it.

  • 03

    Free forever

    No paywall now, none later. Leave an email so I know where to send the link. That is the whole transaction.

Get the 73-term list

Defined, mostly illustrated, free. The only cost is an email address.

Get the Word List

Want someone to run this stuff for you? Book a call.