The Beginner’s Glossary of PPC Terms

Was unaware of the fact that for every $1 spent on a Google Ads PPC terms ad, you may make $8? Maybe it is because ad clickers are 50% more inclined to purchase a product than organic visitors?

The fact that PPC terms may have a big impact on your advertising initiatives is not surprising.

Once they are up and running, they will start generating revenue immediately, putting money in your pocket.

As a result, with this handy dictionary at your fingertips, you will be prepared to handle any pay-per-click (PPC) campaign with ease.

What Does Pay Per Click (PPC) Mean?


The term “pay-per-click advertising” (PPC) is used to describe this type of marketing.

Moreover, a sponsored ad appears at the top of search engine results pages (SERPs), above organic results, and on websites all over the internet, which is referred to as PPC.

Therefore, to let users realize they are looking at sponsored content, PPC terms often include green [Ad] indications in the search results.

Why Is Pay Per Click (PPC) Important?

PPC terms are the most cost-effective advertising strategy available. What is more, the consequences are immediate.

Considering PPC advertisements for your next marketing campaign?

To help you grasp what all those wacky acronyms mean, here is a beginner’s dictionary of PPC terminology widely used in the industry.

Moreover, we believe that even seasoned PPC experts can uncover some hidden gems for their next campaign.

Glossary of PPC Terms:

Glossary of PPC Terms

Active View CPM:

For example, you can only pay for impressions if at least 50% of the ad is visible for no less than one second.

Advertising Campaign:

Advertising Campaign

Assortment of ads with the same concept or subject and aim.

We can divide PPC advertisements into groups, which means that the PPC ads in each group, as well as all of them together, will typically target similar keywords.

Advertising Copy:

Refers to any text that appears in conjunction with an advertisement. If you are using PPC, this usually means the headline, any accompanying text, and the URL.

Best advertising writing interests the reader.

Advertising Delivery:

When you use Google Ads, you may schedule the distribution of your ad over a time that you want, or throughout the day.

Advertising Extensions:

Advertising Extensions

Using Google Ads capabilities, you may add other pieces of information, such as pricing, extra links, ratings, etc., to your pay-per-click ad at no extra fee.

Users who click on your PPC ad’s primary link will get the same amount as if they click on the extra information.

Advertising Group:

Assortment of advertisements that target similar keywords with a single bid Account and campaign management is made easier with the usage of ad groups.

Advertising Network:

Anyone who works for a firm that acts as a middleman between advertisers and websites looking to house advertising.

Advertising Position:

Where your ads appear in search engine results pages (SERPs).

Each page has an average of 10 paid ad spots. The most hits come from the first ad on the search page, ad position “one“.

Advertising Rank:

The amount you bid multiplied by the quality score of your ad keyword determines your ad rank in the SERPs.

Advertising Rotation:

Every time the SERP is refreshed, Google Advertisements allows you to dynamically rotate the set of ads in your ad group.

You have the option of rotating your advertisements equally or letting Google choose which ads to cycle.



Google AdSense is a service that rewards sites for displaying sponsored adverts on their pages.

According to the content on the hosting sites and visitor demographics, AdSense matches relevant text and displays adverts with the content and visitor demographics.

Advertising Scheduling:

Dayparting” is another term for it.

Your advertising may be customized to appear at specific times of the day, allowing you to target times of the day when your ad would be most successful.

As well as any limits on how and where it can appear, Google describes your ad.

Advertising Policies:

Platform guidelines for your advertising campaign, including criteria for your ad copy, keywords, and website.

Your advertisements will not run if they break the platform’s policies.

Advertising on Amazon:

Product display advertisements, banner ads, and recommended searches are all available on Amazon’s advertising platform.

 Assisted Conversion:

However, it does not include the final conversion click on your site.

With the value, you can determine which channels in your multi-channel advertising campaign are doing the best.



Users with pre-defined demographics that you wish to convert with your advertising campaign, i.e.

As an alternative, it may be used to refer to users who have done certain actions such as visiting your website or expressing an interest in your products or services.

Automated Extensions:

Information snippet generation for your sponsored ad is automated with Google Ads capabilities.

Automated Rules:

As part of Google Ads, you may specify modifications, such as seasonal variables, that will automatically alter your ad campaign.


To maximize your clicks while keeping within your budget, Google Ads puts your bid amount for you.

After rival bids on the same term, your bid will automatically increase by the amount you choose.


Ads feature that automatically tags your destination URLs with GCLID, which helps measure your ad performance with Google Analytics.

 Average Cost Per Click (CPC):

Spending per click on your ad’s landing page.


Another name for it is the “Keyword Bid.”

The maximum amount you are willing to pay for clicks on the keywords you are trying to reach with your advertisements.

Bidding Types:

CPC, CPM, Active View CPM, and CPE are the four ways to bid on your target keywords and their ad space (CPE).

It is up to advertisers to decide which approach is most effective for achieving their advertising goals.

Also Read: 13 Types of Creative Content Marketing and Why They Work

Bids Management:

Bids Management

By combining and optimizing keywords, bids may be regulated to get the minimum bid for a certain term. As a result of Google’s features, this may be done automatically.

Alternately, you may do this yourself or use an agency like Social Snipper to manage your bids for you.


When a person visits one page on your site and then leaves before viewing any more pages, this is called a single-page session.

Bounce Rate:

Several people leave your site within a few seconds after arriving.

Broad match:

For advertisements, there are default keyword matching settings.

In addition, your ad can be displayed in any order when the search query contains your keyword and/or synonyms, related searches, or suitable variations.

Calling Extensions:

As a result of a Google Ads function, consumers can click on your company phone number to call you.

Callout Extensions:

Under your ad’s text, you may promote incentives such as free delivery, price matching, or 24-hour support.

CTA (Call to Action):


This may be anything from a phone conversation to signing up for email newsletters to purchasing a product.

Clicking on the link in your ad and going to your landing page is what this signifies for PPC campaigns (which can have additional CTAs).

Change the Course of History:

You may examine all changes from a specified date range in Google Ads, with filter options for specific modifications such as bid adjustments, status changes, or keyword additions.


Visiting a website by following a link. This is the exact number of individuals that click on the link to your landing page in PPC.

Click Fraud:

Malicious clicks on PPC advertisements.


Rate of clicks to add exposure (the ratio between clicks and ad exposure) (impressions). It is used to measure the effectiveness of a marketing effort.

Client Identification:

Every browser or device in the Google system has a unique 10-digit number.


It may be anything you want your visitor to do, such as phoning, filling out a form, signing up for a newsletter, or purchasing a product or service that you think is worthwhile.

Often, a PPC campaign aims to generate more of a certain sort of conversion.

Conversion Optimization:

As a result of a Google Ads feature, your bids can be adjusted based on which clicks are most likely to generate revenue.

Calculating Conversion Rate:


The ratio of conversions to clicks. Your ad campaign’s performance may be measured by how many clicks result in conversions.


A small file is used to keep track of the user’s search history and preferences To track conversions and return visits to the site, it assists the search engines.

CPC (Cost-Per-Click):

When you pay Display Networks for a visitor that clicks on your ad and visits your site, this is the amount you pay.


The average cost of converting a visitor to a customer on your site.


Each interaction with your ad will cost you an average amount.


On the search pages, you may see the average cost per ad, as well as an alternative bidding option to cost-per-click bidding

Cost Per Lead (CPL):

The cost of generating a lead is on average.

Purchase Cost-Per-Acquisition:

This is the average cost to acquire a new client.

Cost-Per-Thousand Impressions (CPM):

The maximum amount you are ready to pay for every thousand impressions you obtain.

CPV (Cost Per View):

Cost per view on a video ad on average

Customer Lifetime Value:

Customer Lifetime Value

Your business’s best guess as to how much profit a client will bring in throughout their association with your company.

Daily Budget:

The daily budget for your ad campaign.

Display Network:

In exchange for sharing in the ad income, you may have your ads displayed on other sites and applications that are part of the network.

URL to Display:

The URL that appears with your PPC ad will be shown. Your destination URL or a different, shorter URL can be used like this.

Each ad group should only have one display URL that has the same root domain as your destination URL, if possible.

Incorporating Keywords Dynamically:

Ads feature that lets you bold and dynamically insert the keywords that people are searching in your ad content instead of having to manually input a string of code.

Effective CPC (Cost Per Click):

Estimated Cost Per Click” is another name for it. In other words, it is the ratio of total profits to the total clicks.

A cost-effectiveness analysis of the clicks you received throughout your campaign is made possible with the aid of this tool.

CPC (Cost Per Click) Enhanced:

Using Google Ads’ automated bid management tool, you may automatically manage your manual bids.

As a result, it increases the ROI of your ad campaign by adjusting your custom bids for keywords that are projected to convert better or worse.

Exact Match:

The option to only show advertising if the search query matches your keyword word-for-word is also available.

A Text Ad with Further Information:

It also includes a third, optional 30-character heading and two 90-character description sections, which allows you to incorporate more content in your advertising.

Facebook Ads:

Facebook Ads

Facebook Ads are a great way to get your message out to the world.

Use the demographic data obtained by Facebook to target any group you select using Facebook’s advertising platform.

Advertising on Facebook with Dynamic Ads:

Advertisements based on uploaded product catalogs are automatically created and targeted at individuals who have previously shown interest in your business elsewhere on the internet.

Clicks for free:

The result of the interaction with your interactive ad is a click, which does not need a fee from you.

Fractional Frequency Limiting:

Limits the number of times a given person will view your advertisement over a defined time in Google Ads.


Use of GPS to monitor user data and serve adverts to users within a particular geographic radius (at least one mile) by creating a virtual fence and tracking user data.

Because of this, retargeting is seen as a more precise method of marketing.


The use of geofencing and demographic parameters such as age range to limit your ads’ reach.

Search Engine Marketing (SEM) by Google:

A platform for managing and optimizing online advertising campaigns, provided by Google.

Google Ads API:

Google Ads API

It simplifies complex ad campaign administration by allowing developers to design applications that connect directly with their Google Ads account.

Google Optimization:

Google’s platform for website testing and improvement (Google Webmaster Tools).

To optimize their site’s speed, the user can run tests on their landing pages versus variation pages.


Your PPC ad’s first line. There are no more than 25 characters in it, and it is the first thing users notice.


Like “pizza,” these terms are short and have a wide meaning. It is more expensive to bid on head phrases in PPC compared to lower volume, less competitive keywords


Your PPC ad’s click-through rate is determined by the amount of both new and returning visitors.

Using Images in Your Ads:

Infographic ads for your products.



The number of times your ad appears in a SERP or on a Google Network site in the past month.

Impact Share (IS):

As a percentage, your impressions are divided by the possible impressions you may have gotten.

Advertise on Instagram:

This is Instagram’s ad platform, which allows you to create video or photo ads for your audience on the site.


Grouping people based on interests is a Google Ads option.

There have Been Invalid Clicks on This Page.

Advertisements that are produced utilizing automated and occasionally malicious software are referred to as “Click Fraud.”

KPI (Key Performance Indicator):

The value of your key metric’s performance. It allows you to assess if your advertising effort is achieving its aim.



When digital marketers, such as SEOs and PPC advertisers, utilize words or phrases to make pages appear higher in search results when consumers enter a search query that matches the term exactly or is linked to the keyword.

Options for Keyword Matching:

The ability to choose whether your ad activates for search queries including your precise keyword phrase, a closely comparable keyword phrase, or a combination of both.

Broad, modified broad, phrase, precise, and negative match types are all available.

Keyword Analysis:

Process of discovering suitable keywords to your target keyword and optimizing them for search engine results

Also Read: Real Estate Digital Marketing – How To Get Started Today

Search Engine Optimization (SEO) Planner:

Search engine optimization (SEO) planner

Tool for finding related and negative keywords and estimating keyword traffic volume.

Site-Specific Page:

It enables the visitors to the page on your site that you designated by your destination URL after clicking on your PPC advertisement.


Prospective consumers or users who have expressed an interest in your brand’s products or services, but have not yet taken the necessary steps to become actual customers.

Ads on Linked In:

You may advertise on popular LinkedIn pages using LinkedIn’s advertising platform, which allows you to place ads on notable LinkedIn pages.

Adding Location Extenders:

You may include your company’s address and phone number in your PPC advertisements using Google Ads.

Location-Based Advertising:

Location-based advertising

Using the Google Advertisements settings, you may target certain geographic areas for your ads to be seen by people in those regions.

Keywords with a Long Tail:

Keywords with a long tail

Such as “thick crust pepperoni pizza,” are examples of keyword phrases.

These keywords are more specialized than head phrases, and they are frequently less competitive as a result of their narrower scope.

You will obtain more qualified web traffic if you choose long-tail keywords.

Low Volume of Searches:

Inactive Google Search keywords have little or no search history.

Broad Modified Match

Broad Match Modifiers” is another name for them.

Matching keywords more precisely than wide matches, but more broadly than phrase matches or exact matches, is a keyword matching type.

My Client Center (MCC):

You can manage multiple Google Ads accounts with the help of only one Google Ads account.

Detrimental Keywords:


Another name for this is the “Negative Match.”

For search queries including certain words or phrases, keywords submitted to the account indicate that you do not want your advertising to appear on the results pages. 

Ad campaigns that use negative keywords will get more qualified clicks.

Opportunities Tab:

To help you build and optimize your existing PPC campaign, Google Ads has a tool that provides choices like budget recommendations and possible keywords.

Organic Search Results:

User-initiated searches that provide results that appear organically on the results pages of users’ searches.

These kinds of outcomes are not backed by a company.

Pay-Per-Action (PPA):

As well known as “Pay Per Action” or “Cost Per Action“.

How much money do you pay to an online store when a user clicks on one of your advertisements hosted on that site and purchases.

Pay-Per-Click Advertising (PPC):

Pay-per-click advertising

Ads that seem similar to genuine search results and show at the top of SERPs (search engine results pages). 

Sponsored content is identified by a green [Ad] sign on the page’s footer.

It is a very cost-effective advertising strategy since you only pay when a user clicks through from the ad to your landing page.

Manage Pay-Per-Click Campaigns:

To achieve particular targets, optimize and track PPC ads to save costs while maximizing profits. PPC administration is typically outsourced to PPC management firms.

Matching Phrases:

Only show advertisements when visitors’ searches contain your keyword.

Ads on Pinterest:

Promoted Pins are Pinterest’s advertising platform, which allows you to target certain areas, demographics, or devices.

Placement Targeting:

Also known as “Managed Placement,” this feature allows you to choose which sites in the Partner Network to advertise on.

Placement Tool:

Find advertising targets on the Display Network with this Google Ads tool.

Extensions of the price:

You may display a list of items and their pricing beneath the text of your PPC ad in Google Ads.

Primary metric:

For your advertising campaign, the most crucial factor is the measurable value, such as leads.

Product Listing Ads (PLA):

Product Listing Ads

Product listing ads are also Google Shopping Ads, these ads offer additional product information such as pictures, prices, and brand names.

Pay-per-click (PPC) is similar in that you only pay when someone clicks on your ad.

Promotion Extensions:

Free Google Advertisements feature that promotes current deals for your target audience by displaying promotional offers beneath text ads, which you may add for free.


If you have a qualified lead, you may advance them up the sales funnel.

As part of the qualifications, the lead must suit your target market as well as have the purchasing power and means to do so.

Qualified Web Traffic:

Your information, goods, or services will only be viewed by those who are truly interested in them. As a result, they have a higher conversion rate than other online traffic.

Quality Score:

Quality Score

According to search engine algorithms, you may determine the relevancy of keywords by comparing them with their associated advertising and the landing sites that the ads lead to.

As a result, the more relevant your keywords are to your ad campaign, the higher your ad will rank, and the less your bids will cost to place.


Users who have viewed an ad.


A marketing campaign that involves presenting tailored advertising to recurring visitors to enhance the likelihood of them converting.

Remarketing Lists for Search Ads:

You may target recurring visitors with paid search advertisements.

However, you will need to optimize those ads specifically for them.

Returning Visitor:

Returning Visitor

Any visitor to your site who has been back at least three times in the past.

Return on Ad Spend (ROAS):

Relationship between the amount of money made (or lost) and the amount invested.

Ideal for comparing the results of two advertising efforts.

Return on Investment (ROI):

Return on Investment

This metric, similar to ROAS, shows how much money you earned or lost by comparing the amount of money spent to how much money you made.

This metric is to assess how well your PPC campaign is doing and if the expenditure was worth it or not.

Sales Funnel:

It guides the customers step-by-step through the process, which results in a purchase.

Search Engines:

Search engines such as Google and Bing are to discover information.

According to the program’s code, it creates an index of sites from which it may retrieve information relevant to the user’s searches by using algorithms and machine learning.

Search Engine Marketing (SEM):

Pay-per-click (PPC) advertising is a form of online marketing used to improve the visibility of your website.

Search Engine Optimization (SEO):

Search Engine Optimization

As an example, keyword optimization is a set of techniques and approaches that increase organic traffic to your site by pushing your site’s ranking higher on relevant search sites.

Search Engine Results Page (SERP):

When a user enters a search query into Google’s search bar, they see the search results page.

There is a list of relevant sites (organic and paid) as well as any relevant Featured Snippets on the page.

Search Network:

In addition to the Google-owned search engines (Google Maps, for example), there is a network of sites that have partnered with Google and where you may decide to show your sponsored advertising.

Search Query:

Search Query

Terms or phrases that people type into search engines to find information.

As long as the query contains the keywords that you bid on, your advertisement will display on their results page.

Search Query Report (SQR):

The Search Query Report (SQR) is a document that summarizes the results of a search query.

As widely known as “search terms report,” Google Ads generates reports that show how well your selected keywords are doing about search queries made by other users.

So the report will show what search phrases customers use before clicking on your PPC.

Search Volume:

For a given period, you might be able to predict the number of searches for a certain term.

Seller Central:

The interface enables third-party brands and retailers to sell on Amazon, which allows them to establish product prices and stock products.

Unlike Vendor Central, Seller Central enables merchants to sell their items directly on instead of through Vendor Central.

Search Partners:

Search Partner

Partners of Google that agree to display PPC advertising in exchange for a share of the revenue earned by the ads.

Google Advertisements will display your ads on these sites when you create a campaign.

Seller Rating Extension:

An add-on for Google Ads displays the number of five-star reviews collected from Google and approved third-party sites underneath the ad text.

With the plugin, you can create quality leads from people who make educated judgments, as well as track the effectiveness of your ad.

Shared Budgets:

Google Ads has a budgeting feature that allows you to split your paid ad spend over many campaigns.

Search Marketing:

Search engine optimization, social media marketing, and paid online ads all fall under the umbrella concept of online marketing.

Site links Extensions:

Extension for Google Ads that promote extra links to your site (with distinct URLs from the main one) below the paid ad text.

Snapchat Ads:

Snapchat Ads

Snapchat’s ad network.

Advertising on Snapchat is a self-serve video that is 10 seconds long, vertical, full-screen, with sound. To convert a user, they can swipe to execute an activity.

Smart Bidding:

Automatic bidding techniques that use machine learning to improve your campaign’s conversion rate and return on investment.

It is possible to customize the automated bids based on the bidder’s specific situation.


Another name for this is A/B testing. Comparing the effectiveness of two versions of the same commercial with a small change.

Sponsored Product Ads:

In SERPs and on product detail pages, Amazon PPC advertisements promote your items.

Also Read: Real Estate Facebook Marketing 



Every person views a website.

In the context of PPC advertising, each user who clicks on one of the ads is an “invitee.”

Recurring visitors and fresh visitors are the two categories of visitors.

Website Optimizer:

Check the content of your site’s pages with this tool. As a result, you may use it to assess what is beneficial for producing conversions.

Test multiple variations of your PPC landing page with this tool, and discover which one works better.

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