ABM (account-based marketing): marketing aimed at a chosen set of companies (accounts), rather than everyone.
B2B / B2C: business-to-business (selling to companies) and business-to-consumer (selling to individuals). The campaign picker's Businesses (B2B) switch suggests B2B formats.
Company / industry / job function targeting: targeting people on Microsoft Audience by where they work, their industry and their role, using LinkedIn profile data that Microsoft makes available. See Microsoft Audience campaigns: B2B targeting by company, industry and job function.
Contact file: a normal CSV export with plain e-mails. We hash them on arrival. See Contact list file (CSV): format and upload.
CRM connector: a link to HubSpot, Apollo.io or Dealfront that copies a contact list daily, using your own key. See Connect Audience Data: a tour of the page.
Customer list: a list of your own customers or contacts, used to target or bid on them. See Customer lists explained: privacy, hashing, consent and match rates.
Customer Match: Google's and Microsoft's name for using your customer list in ads.
Custom Audience: Meta's name for a customer list on Facebook and Instagram.
Enhanced CPC: the bidding used on Microsoft Audience. You set a max CPC, and Microsoft can adjust each bid a little, based on how likely the click is to convert.
Exclusion: companies, industries, job functions or a list you don't want to reach.
Hash (SHA-256): a one-way scrambled code made from an e-mail address. Networks compare hashes, never readable addresses.
Lookalike: new people similar to your list. On PPCmate this is Facebook and Instagram, at Closest (1%) or Wider (5%). See Only these people, bid higher, or lookalike: choosing how a campaign uses your list.
Match rate: the share of your list a network recognises. It's lower for work e-mails.
Only these people (Target): show ads only to matched people on a list or profile selection.
Everyone, but bid higher for them (Observe): show ads to everyone, with a higher bid for the people on your list.
Postback: a server-to-server call that reports a conversion with the click ID. See Conversion tracking for B2B campaigns.
Private app token / API key: the key you create in your CRM so PPCmate can read one list. It's stored encrypted, and you can revoke it at any time.
Sync: the daily (or one-time) copy of your CRM list into PPCmate. See Sync schedule, "Preparing…", Sync now and Reconnect.