The Pilgud glossary: words you will meet when setting up ads
Short explanations of the words Meta, Google and Pilgud use. One sentence each; where there is a longer guide, it is linked.
The short answer
Short explanations of the words Meta, Google and Pilgud use. One sentence each; where there is a longer guide, it is linked.
Short explanations of the words Meta, Google and Pilgud use. One sentence each; where there is a longer guide, it is linked.
Business portfolio
Your company's folder on Meta (formerly Business Manager). It holds the ad account, Page, Instagram and pixel. Set up a Meta Business portfolio
Ad account
The place on Meta where your ads live and are paid for. Ad account and payment method
Pixel (dataset)
A small piece of code on your site that tells Meta who came from an ad and sent an enquiry or bought. The Meta pixel on your website
Campaign
A set of ads with one goal, such as "enquiries in October". It contains ad sets and ads.
Paused
The ad is built but does not run or spend anything until someone turns it on. What Pilgud posts, and when
Cost per enquiry
How much one enquiry cost: money spent divided by the number of enquiries. Reading your results
Impressions
How many times the ad was shown. The same person may see it more than once. Reading your results
Keyword
A search your Google ad may appear for. "Quotes" and [brackets] say how closely the search has to match. Google Ads: account, payment and the search ad Pilgud wrote
Organic post
An ordinary, unpaid post on your Page. Mostly your followers see it. What Pilgud posts, and when
Emergency brake
A switch in Pilgud that stops all your ads at once.
Credit
The amount of picture and video making in your Pilgud plan. You see it as "≈ X ads or Y Reels".
Written by
Jan Marten Sikkar is a co-founder of Pilgud. He leads strategy and advertising – the offers, the campaigns and the numbers behind them – for Pilgud’s clients and inside Pilgud Agent.
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