A targeting feature on platforms like Meta and LinkedIn that finds new people who share similar traits and behaviours with your existing customers. It helps businesses expand reach while keeping ads focused on users most likely to convert.

Maximise Conversions and Maximise Conversion Value are Google Ads automated bidding strategies that optimise bids to get the most conversions or the highest revenue within your budget. They use machine learning to allocate spend where it’s most likely to drive results, improving ROI and campaign efficiency.

Multi-Touch Attribution (MTA) assigns credit to every marketing interaction a customer engages with before converting, rather than just the last touch. It helps marketers understand which channels and campaigns truly contribute to conversions, enabling smarter budget allocation and optimisation.

Organic traffic refers to visitors who land on your website through unpaid search engine results rather than paid ads. It’s a key indicator of SEO performance, showing how well your content ranks and attracts users naturally.

A digital advertising model where you pay only when a user clicks on your ad. It’s one of the most measurable and cost-effective ways to generate leads and sales.

Performance Max (PMax) is a Google Ads campaign type that uses automation and machine learning to deliver ads across Search, Display, YouTube, Gmail, and Discover. It optimises placements, bidding, and creatives to maximise conversions and return on ad spend across all Google channels.

Programmatic advertising is the automated buying and selling of digital ad space using real-time bidding and data-driven technology. It streamlines the ad process, allowing brands to target the right audience at the right time with greater efficiency and precision.

Google’s rating (1–10) for your ad quality, keywords, and landing page experience. Higher scores often result in lower CPCs.

Reach is the total number of unique people who see your ad or content during a campaign. It’s a key metric for understanding how widely your message is being exposed to your target audience.

Vertical, short-form video ads are shown within Instagram Reels. Highly engaging for e-commerce brands.

Remarketing (also called retargeting) is a digital advertising strategy that shows ads to people who have already visited your website or engaged with your brand. It helps keep your business top of mind, encouraging users to return and complete actions like purchases, sign-ups, or inquiries.

Responsive Search Ads (RSAs) are a type of Google Ads format that combines different headlines and descriptions to find the combinations that perform best. They’re designed to make ads more relevant and improve reach by adjusting to what people are actually searching for in real time.

ROAS (Return on Ad Spend) measures the revenue generated for every dollar spent on advertising. It’s a key metric that shows whether your ad budget is delivering profit or wasting spend.

ROI (Return on Investment) measures the profit generated from a marketing campaign or business activity compared to its cost. It shows how effectively your spend is turning into revenue.

SEO is the process of improving a website’s visibility in search engine results pages (SERPs). By optimising content, technical structure, and backlinks, businesses can attract more organic (non-paid) traffic, reach the right audience, and increase online authority.

The percentage of times your ad actually shows up in search results compared to the number of times it was eligible to appear. It’s a core Google Ads metric that reveals both your visibility and where you might be missing out because of budget or ad rank issues.

Shopping Ads (Product Listing Ads) showcase individual products with images, prices, and retailer details directly in search results. They help e-commerce brands reach buyers ready to purchase, driving higher engagement and conversions than standard text ads.

Story Ads are full-screen, vertical ads that appear within social media stories. They are designed to feel natural  and immersive. They grab attention, encourage interaction, and drive actions like clicks, swipes, or conversions through visually engaging content.

TikTok Spark Ads let brands boost existing TikTok posts, either their own or a creator’s, while keeping all likes, comments, and shares intact. This native ad format combines authenticity with paid reach, driving higher engagement and conversions compared to standard in-feed ads.

UTM parameters are tags added to URLs that track the source, medium, and campaign behind website traffic. They help marketers see exactly which campaigns, ads, or links are driving clicks, conversions, and engagement.