The Ultimate SMMA Glossary
We’ve built the ultimate SMMA glossary with all terms you will encounter when consuming content about SMMA. If you don’t know what something means, you will find it here.
It’s ordered by the terms which we’ve heard the most in most learning content online.
SMMA
What is SMMA?
SMMA is short for Social Media Marketing Agency. An agency provides some sort of service (mostly to a business).
When is the word SMMA typically used?
The term SMMA is mostly used in online content related to digital marketing, entrepreneurship, and social media strategies.
Niche
What is a Niche?
A niche is a specific field in which you specialize in. Some examples:
- E-commerce
- Brick and Mortar Businesses
- Clothing stores
- Gyms
When is the term Niche typically used?
The term niche is often used when talking about different fields in which your company can specialize in.
Outreach
What is Outreach?
Outreach is the process of calling or messaging a lead/prospect to tell them about your service.
When is the term Outreach typically used?
The term outreach is typically used in learning material that teaches different business systems.
Cold Outreach
What is Cold Outreach?
Cold outreach is the process of calling or messaging a lead/prospect who has never heard of your business before. Explanation: The lead/prospect is cold. Someone who’s already heard of your business is a warm lead.
When is the term Cold Outreach typically used?
The term cold outreach is typically used in learning material that teaches different business systems.
ROAS
What is ROAS?
ROAS = Return On Ad Spend. It’s a number that indicates how profitable your ad is.
Here’s the formula: Revenue from ads / Ad spend = ROAS
When is the term ROAS typically used?
This term may be included in your outreach message or helps to display your skill in numbers (e.g., on your website or in client meetings).
Retainer
What is a Retainer?
A retainer is typically a fixed fee which will be paid by your client.
When is the term Retainer typically used?
The term is often used when discussing different pricing models for SMMAs.
Leads/Prospects
What is a Lead/Prospect?
A lead or a prospect is someone who you contact with outreach. These people may become your client.
When is the term Lead or Prospect typically used?
The terms are typically used when talking about outreach for SMMA. It’s also used when talking about lead generation for other businesses like solar roofing.
KPI
What is a KPI?
KPI = Key Performance Indicator. A KPI is a metric that is used to analyze a marketing campaign. CTR, CPC, CPM, … all of those are KPIs.
When is the term KPI typically used?
The term KPI is typically used when talking about a marketing campaign or teaching about marketing.
CTR
What is CTR?
CTR = Click Through Rate. This metric tells you what percentage of people that have seen your ad actually click on it.
When is the term CTR typically used?
The term CTR is typically used when talking about a marketing campaign or teaching about marketing. You will also see this in different Business Managers.
CPC
What is CPC?
CPC = Cost Per Click. This metric provides insight into how much you pay per click on your ad.
When is the term CPC typically used?
The term CPC is typically used when talking about a marketing campaign or teaching about marketing. You will also see this in different Business Managers.
CPM
What is CPM?
CPM = Cost Per Mille. This metric provides insight into how much you pay for 1000 impressions on your ad.
When is the term CPM typically used?
The term CPM is typically used when talking about a marketing campaign or teaching about marketing. You will also see this in different Business Managers.
CPA
What is CPA?
CPA = Cost Per Acquisition. This metric provides insight into how much you pay per customer (or a person who spends money on whatever your ad is presenting)
When is the term CPA typically used?
The term CPA is typically used when talking about a marketing campaign or teaching about marketing. You will also see this in different Business Managers.
Conversion Rate
What is Conversion Rate?
This is the number of people purchasing your product out of all visiting your page.
Formula: Purchases / Impressions or Page visits = Conversion Rate
When is the term Conversion Rate typically used?
The term conversion rate is typically used when talking about the efficiency of a marketing campaign or website.
(Target) Audience
What is an Audience?
Your audience, or target audience, refers to the specific group of people you’re trying to reach with your ads. They are the individuals you hope to connect with and ultimately convert into customers.
When is the term Audience typically used?
The term audience or target audience is typically used when talking about a marketing campaign or teaching about marketing. You will also see this in different Business Managers.
Impressions
What is an Impression?
An impression happens when someone sees your ad. This number tells you how many people saw your ad. Ad platforms typically charge per impression.
When is the term Impressions typically used?
You’ll see this metric in different Business Managers and marketing campaign analyses.
Ad Manager
What is the Ad Manager?
The ad manager is similar to a business manager. It’s the place where you edit all of your ad sets and ads. You can also track different KPIs there. All mayor ad platforms (Facebook, Google, TikTok,..) have an ad manager.
When is the term Ad Manager typically used?
The term ad manager is typically used in the context of marketing and in learning material about marketing.
Business Manager
What is the Business Manager?
The business manager is like a control center for advertisers. It’s where you can make changes to your ad sets and ads. You can also keep track of important numbers and data called KPIs there. Every major ad platform, such as Facebook, Google, TikTok, and more, has its own ad manager within their system.
When is the term Business Manager typically used?
The term business manager is typically used in the context of marketing and in learning material about marketing.
Campaign
What is a Campaign?
A campaign is the topmost level of your marketing strategy. Inside it belong the ad sets and ads.
When is the term Campaign typically used?
You’ll find the term campaign in any business manager or client presentation about marketing.
Ad Set
What is an Ad Set?
An ad set is normally stacked between a campaign and an ad. It’s where you define your audiences and other settings for your marketing efforts. The correct structure of campaigns, ad sets, and ads leads to a better overview of metrics.
When is the term Ad Set typically used?
You’ll find the term ad set in any business manager or client presentation about marketing.
Ad
What is an Ad?
The ad is the final thing your audience will see. Here you specify what media and copywriting you want to use.
When is the term Ad typically used?
You’ll find the term ad in any business manager or client presentation about marketing.
CTA
What is CTA?
CTA = Call To Action. This is normally a short phrase which is used to motivate a potential customer to do some action (e.g., purchase, click on the link, …). Some examples are: Try now for free! or Get started.
When is the term CTA typically used?
The term CTA is typically used when designing media or a website that should appeal to customers.
Copywriting
What is Copywriting?
Copywriting is typically referred to as the text that potential customers see on your ad or website. Often companies have a dedicated team or employee called copywriter.
When is the term Copywriting typically used?
The term copywriting is used when talking about ad or website design.
Cold Call
What is a Cold Call?
A cold call is a popular outreach method. It involves calling prospects on their phone and trying to get them interested in your service.
When is the term Cold Call typically used?
The term cold call is typically used when talking about outreach methods for SMMA or any other business that does outreach.
Contractor
What is a Contractor?
A contractor is a person who provides a service for you on a contract base. This can, for example, be ad management.
When is the term Contractor typically used?
The term contractor is typically used when talking about outsourcing your SMMA work to other people.
Funnel
What is a Funnel?
A funnel is basically a metaphor for the different people in your marketing campaign. It starts with cold prospects and ends with customers. In between are people that have already heard of your business or even visited your website but haven’t bought anything yet.
![marketing funnel visualization by ahrefs](https://blog.agencylabs.ai/wp-content/uploads/2023/07/image-4-1024x931.png)
When is the term Funnel typically used?
The term funnel is typically used when explaining marketing strategies and the different kind of people you can reach out to.
iOS 14
What is meant by iOS 14?
IOS 14 was the iOS version in which Apple released privacy features allowing users to disable app tracking. This means that, e.g., Instagram isn’t collecting as much data as it used to. This time was a big change for any performance marketer or SMMA.
When is the term iOS 14 typically used?
The term iOS 14 is typically used when explaining why some things are done the way they are done in order to bypass Apple’s restrictions.
Media Buyer
What is a Media Buyer?
A media buyer is someone who sets up, monitors, and optimizes ad campaigns in the business manager.
When is the term Media Buyer typically used?
The term media buyer is often used when talking about a contractor or a job inside an agency.
Performance Marketer
What is a Performance Marketer?
A performance marketer helps with building marketing strategies. He also helps with the optimization of existing campaigns and their KPIs.
When is the term Performance Marketer typically used?
The term performance marketer is often used when talking about a contractor or a job inside an agency.
Pixel
What is a Pixel?
A pixel is a small snippet of code that is injected into a website, which allows marketing platforms like Facebook, Google, TikTok, … to monitor what’s happening on your website or app. They provide metrics like interaction count, daily usage, … for each of your users. This data helps to optimize your marketing efforts.
When is the term Pixel typically used?
The term pixel is typically used when talking about the technical side of a website and its tracking capabilities.
Retargeting Ads
What are Retargeting Ads?
Retargeting ads are directed towards your warm audience or the people who already engaged with your business somehow. These ads often have better ROAS than ads to cold audiences.
When is the term Retargeting Ads typically used?
The term retargeting ad is typically used when talking about a marketing campaign and effective ways to improve it.
(Client) Retention
What is Client Retention?
Client retention means how long you are able to keep a client for your SMMA. The longer client retention, the more your client trusts you and your business.
When is the term Client Retention typically used?
The term client retention is typically used when talking about improving the revenue of your SMMA.
Paid Ads
What are Paid Ads?
Paid ads are ads that cost money to reach the customer’s eyeballs. These ads are designed to reach a specific target audience and increase brand visibility, drive traffic, and achieve marketing objectives.
When is the term Paid Ads typically used?
The term paid ads is often visible on websites from other agencies because most people struggle with managing paid ads efficiently.
Algorithm
What is an Algorithm?
An algorithm is a program that analyzes user behavior to build a profile of that user. This allows advertising platforms to improve their audience options and conversion rates for their customers.
When is the term Algorithm typically used?
The term algorithm is typically used when referring to the technical processes and calculations employed by advertising platforms to determine how ads are displayed, targeted, and optimized.
A/B Tests
What is an A/B Test?
An A/B test is an experiment in which you test your first ad (A) against another ad (B) to determine which performs better. This test helps you find out what your target audience is and what they want to see.
When is the term A/B Test typically used?
The term A/B test is typically used when improving marketing efforts and campaigns.
SEO
What is SEO?
SEO = Search Engine Optimization. This is the process of optimizing your efforts to be found on search engines like Google or Bing. SEO also plays a relevant role in marketing.
When is the term SEO typically used?
The term SEO is typically used when discussing marketing strategies, their pros and cons, and their effects.
DM
What is a DM?
DM = Direct Message. This describes a message that is sent (often on a social platform) directly to another profile.
When is the term DM typically used?
The term DM is often used when talking about outreach for SMMA.
Email Marketing
What is Email Marketing?
Email marketing is the process of sending emails to people to tell them about their products, special offers, or important updates. It’s a way to communicate directly with customers through their email inboxes and build relationships with them.
When is the term Email Marketing typically used?
The term email marketing is typically used when talking about different marketing strategies for a business.
Influencer Marketing
What is Influencer Marketing?
Influencer marketing is when companies team up with popular people on social media who have a lot of followers. These influencers help promote the company’s products or services by talking about them or showing them to their followers.
When is the term Influencer Marketing typically used?
The term influencer marketing is typically used when discussing different marketing strategies for a business.
Analytics
What are Analytics?
Analytics are data and numbers which help to find out whether or not your marketing efforts are doing well or not. They are also the foundation of KPIs.
When is the term Analytics typically used?
The term analytics is typically used when improving marketing efforts and campaigns.
Content Calendar
What is a Content Calendar?
A content calendar is like a schedule that helps businesses plan when and what kind of content they will create and share.
When is the term Content Calendar typically used?
The term content calendar is typically used when discussing marketing processes such as regular posting on social media or blog posts.