Pay Per Click (PPC/SEM) Terms – Glossary

PPC – PPC is the abbreviated form of Pay Per Click. Pay Per Click (PPC) is an internet advertising system meant to direct online traffic to particular websites where the advertiser pays the publisher a certain price when an ad is clicked. It is referred as a primary module with two sub module CPC (Cost-per-click) and CPM (Cost per thousand impression) through bidding and flat rate respectively.
Define Adwords – Adwords is referred as the main advertising product of Google which is useful to make appear your ads on Google and its partner websites including Google Search. This Google’s product offer PPC (Pay Per Click) advertising which is a primary module and incorporate a sub module CPC (Cost Per Click) where we bid that rate that will be charged only when the users click your advertisement. One another sub module is CPM (Cost Per Thousand Impression) advertising where advertiser pay for a thousand impression on flat rate to publisher. In addition it also includes website targeted advertising of banner, text and rich-media ads. Moreover, the ad will appear especially to those people who are already looking for such type of product you are offering as well as offer to choose particular sites with geographical area to show your ads.

Ad group – It is a collection of relevant keywords under one name. Maximum 20,000 keywords can be added into an Ad Group.

Ad Network – An Ad Network is an online business that specializes in matching up of advertisers to the websites looking to host the ad. Ad networks work as brokers for both suppliers (sites with content that can host ads, for example, tutorialspoint.com) and buyers (the advertisers). An ad network relieves the websites from having to set up and invest in their own ad servers and tracking software.

Ad Position – Ad position is the order in which an ad is displayed on a webpage. For example, ad position “1” means the ad is displayed first on the webpage.

Ad Rank – It is a value used to determine the Ad Proposition.

Call-To-Action (CTA) – This is a marketing term used for the action you want the website visitor to take.
Campaign It is a series of relevant ad groups.

Click-Through-Rate (CTR) – It is a metric showing how often a visitor clicks your ad after seeing it. It can be defined as the number of clicks per thousand impressions. CTR contributes to Ad Rank.

Campaign – It is a series of relevant ad groups.

Conversion – Conversion is the action the user wants when he clicks on an ad. It occurs when a visitor takes action. For example, the user makes purchases, signs ups, submits enquiry forms, views a page, or downloads, depending on the program’s goals.

Conversion Rate – It is the measurement of the success of a paid campaign. It is measured by the number of potential visitors performing any of the desired actions such as buying a product, filling a form, etc.
For example, if there are 100 visitors to a particular webpage via a PPC ad, and three of those 100 visitors buy the product the website sells, then the conversion rate for that particular ad is three percent. The larger the conversion rate, the more successful the website is.

Cost Per Action or Cost Per Acquisition (CPA) – It is the amount you pay for every lead, sign-up, or purchases.

Cost Per Click (CPC) – It implies the amount you pay for every single click on your ads.

Cost Per Mille (CPM) – It is the amount paid for every thousand views of the PPC ad.

Destination URL – It is where you want the user to land when he clicks on the ad.

Display URL – It is the name of a page of the website.

Geo-targeting – Delivery of ads to a particular geographic location of the users. It allows the advertisers to choose specific locations where they wish to show their ads.

Impression – In the context of online advertising, it is a measure of the number of times an ad is seen irrespective of clicking on it. Each time the ad displays, it is counted as one impression.

Keyword – It is a search query made by a user. A word or a phrase of words entered in the search box by the user. The search engine matches your keywords and gives you relevant results on the Search Engine Result Page (SERP).

Landing Page – It is any standalone webpage distinct from the main website on which the visitor lands.

Negative Keywords – They are the ones for which you do not want your ad to appear.

PPC Bid – It is the maximum amount of fees an advertiser is ready to pay for a click.

Prospect – Prospect is a potential user who can buy a product/service being advertised.

Quality Score – It is a dynamic metrics assigned to each of your keywords and ads. It determines the quality of your keyword, ad, and the landing page. High quality score boosts the ad rank.

Search Engine Result Page (SERP) – The page that lists the results returned by the search engine in response to a user query.

Split Testing – It is a classic method of testing an ad to determine the effectiveness of a PPC ad. It compares two versions of an ad that are identical except for one specific difference of a word or an image.