12 terms

Advertising Glossary

Every term you need to understand to run successful ad campaigns—explained in plain language.

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.

Platform Terms

Ad Credits

Pre-purchased units on Adpadi that are consumed when your ads receive verified views. One credit equals one confirmed view.

Strategy & Targeting

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.

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.