Reference

Advertising glossary

Plain-English definitions of the advertising and marketing terms you'll meet in Bangladesh — from CPC and CPM to GRP and ROAS.

A

Ad Creative

Ad creative is the actual content of an advertisement — the image, video, headline and copy that the audience sees.

B

Boosting

Boosting is the simplest way to pay to promote an existing social media post to reach more people, using platforms' built-in Boost button.

C

Conversion Rate

Conversion rate is the percentage of visitors or clicks that complete a desired action, such as a purchase, lead form or call.

CPA

CPA (Cost Per Acquisition) is the average cost to gain one customer or conversion from an advertising campaign.

CPC

CPC is the amount an advertiser pays each time someone clicks their ad. It is the core pricing model for search advertising like Google Ads.

CPL

CPL (Cost Per Lead) is the average cost to generate one lead — a potential customer who shares contact details or shows interest.

CPM

CPM is the cost an advertiser pays for one thousand ad impressions. It is the standard way of pricing awareness and reach-based advertising.

CTR

CTR (Click-Through Rate) is the percentage of people who clicked an ad after seeing it — a core measure of ad relevance and creative strength.

D

DOOH

DOOH (Digital Out-Of-Home) is out-of-home advertising on digital screens, such as LED billboards, allowing motion, scheduling and rotation.

F

Frequency

Frequency is the average number of times each unique person saw your ad during a campaign.

G

GRP

GRP (Gross Rating Point) is a traditional-media metric equal to reach multiplied by frequency, used to plan and buy TV and radio.

I

Impressions

An impression is a single instance of an ad being displayed. Impressions count views, not unique people or clicks.

L

Landing Page

A landing page is the web page a visitor arrives on after clicking an ad, designed to drive one specific action.

Lookalike Audience

A lookalike audience is a new audience the ad platform builds to resemble your existing customers or engaged users, to find similar prospects.

O

OOH Advertising

OOH (Out-Of-Home) advertising is any advertising that reaches people outside their homes — billboards, hoardings, LED screens, transit and street furniture.

P

PPC

PPC (Pay-Per-Click) is an advertising model where you pay only when someone clicks your ad, most associated with Google Ads.

Programmatic Advertising

Programmatic advertising is the automated, auction-based buying and selling of digital ad space in real time using software.

R

Reach

Reach is the number of unique people who saw your advertising at least once during a campaign.

Retargeting

Retargeting (remarketing) shows ads to people who already interacted with your business — visited your site, watched a video or engaged with a post.

ROAS

ROAS (Return On Ad Spend) is the revenue generated for every unit of currency spent on advertising, expressed as a ratio like 4x.

ROI

ROI (Return On Investment) is the net profit from an activity divided by its cost, expressed as a percentage — a truer measure of profitability than ROAS.

S

SEM

SEM (Search Engine Marketing) is marketing on search engines through paid ads (PPC), and sometimes used broadly to include SEO.

SEO

SEO (Search Engine Optimization) is the practice of earning free, organic search traffic by making a site more relevant and authoritative.

T

Targeting

Targeting is choosing which audience sees your ads, based on factors like location, age, interests, behaviour or custom data.

TRP

TRP (Target Rating Point) is like a GRP but measured only against your specific target audience rather than the whole population.

V

VAT on Advertising

In Bangladesh, a 15% Value Added Tax (VAT) applies to advertising services, including digital ads on platforms like Facebook and Google.