PPC Glossary

Like any business, a PPC glossary has its own vocabulary.  This PPC glossary contains some of the most common  terms and  definitions.

 

Like any business, a PPC glossary has its own vocabulary.  This PPC glossary contains some of the most common  terms and  definitions. We have, for the most part, identified and defined, in the PPC glossary listings below, terms important to learn for success in the Pay Per Click business.  

“Pay Per Click” is the largest  method of on-line advertising. The term itself refers to the manner in which search engines get paid for sending visitors to a specific website via ads on their results pages for various keyword searches. Simply put, you “click” on an ad and are taken to a specific page of the advertisers website. In order to be effective in your keyword search for on-line ads, it is important to have a good knowledge of the terms used.

advertising messages used to help sell your product(s).Advertising Campaign is a series of advertisement messages that share a single idea and theme and which make up an integrated marketing communication. Advertising campaigns appear in different media channels across a specific time frame.

contains one or more ads which have a set bid and that can be used when an ad group’s keywords trigger an ad to appear.An Ad Group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group's keywords trigger an ad to app ear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group.

AdWords - is an advertising service by Google for businesses wanting to display ads on Google and its advertising network.AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

Budgeting your Adwords campaign is an amount you set and on average spend per day.  Adwords will show your ads as much as possible until your campaign has reached its budget limits.

Click Fraud - when someone imitates a legitimate user of the web by clicking on an ad yet having no interest in the link they click onClick Fraud is a type of fraud that occurs on the Internet, in pay-per-click (PPC) online advertising, when a person, automated script, or computer program imitates a legitimate user of a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link. Click fraud is the subject of some controversy and increasing litigation due to the advertising networks being a key beneficiary of the fraud.

Click-Through-Rate - refers to the actual visitor arriving at an online ad’s destination URL when some clicks on an ad.Click-Through-Rate refers to the actual arrival at an online ad’s destination URL when someone clicks on an ad. There is some controversy over whether a “Click” on an ad that does not result in a successful “click-through” to the advertiser’s website is a valid click for purposes of fee assessment in pay-per-click programs.

Content Ads are text ads displayed next to relevant, high-quality Windows Phone apps. Content ads are only available in the United States.

Conversion Rate - is the percent of visitors who take a satisfactory actionConversion Rate is the percentage of visitors who take a suitable action. A high conversion rate depends on several factors, all of which must be satisfactory to yield the desired results — the interest level of the visitor, the attractiveness of the offer, and the ease of the process.

Conversion Tracking - is a free tool that show you what action a customer has taken with regard to your ads. Did they purchase a product, called your company, etc..CPC is an acronym representing the Cost Per Click (CPC) or the price paid by an advertiser each time someone “clicks” on their online ad.

CPM refers to the cost or expense incurred for every thousand potential customers who view advertisements.

CPM, "Cost per thousand impressions", is a term used in traditional as well as online advertising and marketing related to web traffic. It refers to the cost of traditional advertising, Internet marketing, or email advertising campaigns, where advertisers pay each time an ad is displayed.

Cost Estimate is the approximation of the cost of a program, project, or operation. The cost estimate is the product of the cost estimating process. The cost estimate has a single total value and may have identifiable component values.

Cost Control is the practice of managing and/or reducing business expenses. Cost controls start by the businesses identifying what their costs are and evaluate whether those costs are reasonable and affordable.

Click-Through-Rate - refers to the actual visitor arriving at an online ad’s destination URL when some clicks on an ad.CTR is an acronym that refers to the Click-Through-Rate (CTR) or the percentage of times that an impr ession of an online ad is actually clicked on.

Impressions - are counted each time your ad is shown on a search result page or other site on the Google network.Impressions are counted each time your ad is shown on a search result page or other site on the Google Network.  Each time your ad appears on Google or the Google Network, it's counted as one impression.

Keywords - you need to know how people are looking for products, services, or information that you offer, so that you can make it easy for them to find you.Keywords are one of the main elements of SEO basics. In other     words, you need to know how people are     looking for the products, services or     information that you offer, in order to make it     easy for them to find you. Otherwise, they'll     land on one of the many other pages in the    Google results.

Keyword Estimations - are valuable indicators of which keywords are driving traffic to your website.Keyword Cost Estimations serve as valuable indicators of which  keywords are driving the most traffic to your site or triggering the most conversions.

Keyword Generators - are tools which provide suggestions for what are good keywords for paid and organic advertising.Keyword Generators are tools that provide keyword suggestions   for paid and organic search marketing campaigns. Basing your search marketing campaigns on brainstorming and guesswork is a sure way to sabotage your results, so a keyword generator tool should be a big           part of your keyword research strategy for PPC and SEO.

Keyword Match are settings for each keyword that help control how closely the keyword needs to match a person's search term in order to trigger your ad.

Keyword Match Categories - you can select the categories of broad match, phrase match, exact match or modified broad match.Keyword Match Categories allows you to select broad match, modified broad match, phrase match, or exact match for your keyword match type. Each match type in your AdWords account has its advantages and disadvantages.

Landing Page - is a single web page that appears in response to clicking on an online advertisement. The goal of a landing page is to convert visitors into sales or leads.Landing Page is sometimes known as a lead capture page or a lander. It is a single web page that appears in response to clicking on a search engine optimized search result or an online advertisement.

The landing page will usually display directed sales copy that i s a logical extension of the advertisement, search result or link. The general goal of a landing page is to convert site visitors into sales or leads.

Local Search - allows users to submit geographical searches.Local Search is the use of specialized Internet search engines that allow users to submit geographical searches against a structured database of local business listings.

Negative Keywords, in pay-per-click advertising (PPC), prevent your advertisements from displaying for particular keyword phrases. The process of adding in negative keywords to a paid search account is an important part of the optimization process, as it allows you to eliminate search queries which are unlikely to convert into a sale.

refers to Pay Per Click which is a common name given to online advertising. Every time someone clicks on an advertiser’s webpage, a fee is charged to the advertiser.PPC (Pay-Per-Click) refers to the common name given to online advertising where a search engine or other website owner carries ads on their web pages and charge a fee (usually determined by bidding), to the advertiser, each time someone “clicks” on their ad.

Regional Search, according to Google research, says that four in five people use search to find local information.

relevant content refers to both the content of an online ad to the keyword being searched and the page content that the ad is pointing to.  It is a very important factor in SEO.Relevant Content In PPC programs this refers to both the content of an online ad to the keyword or key phrase being searched, and the page content that the ad is pointing to. Search Engines may reject ads whose content and that of a webpage that the ad is pointing to on the basis of a lack of relevance.

The relevant content (to particular keyword searches) on a webpage is also extremely important to Search Engine Optimization (SEO)

ROI or Return on investment  is the benefit to an investor resulting from an investment of some resource. A high ROI means the investment gains compare favorably to investment cost.

is the actual word or string of words that a search engine user types into the search box.Search Query is the actual word or string of words that a search engine user types into the search box. It is the real-world application of a keyword which may be misspelled, out of order, or have other words tacked on to it, or conversely it might be identical to the keyword.

Search Query Reports is a list of search terms that people have used before seeing your ad and clicking it. Use this report to refine your keywords so that only the right searches cause your ad to show.

is a text file that a Web browser stores on a user's machine and which is used to track a user’s activity online.Tracking Cookie is a text file that a Web browser stores on a user's machine and which is used to track a user’s activity online. Tracking cookies are a specific type of cookie that can only track user activity through pages related to a site’s advertising, rather than establishing full surveillance capability through any website.

Traffic Estimating is giving more specific data points focused around not only expected traffic, but also expected costs per click and spend data. A traffic estimator is a tool providing advertisers with keyword traffic data on specific keywords before they create their advertisements.

enables sites with large databases, and content which cannot be spidered, to obtain relevant search listings.Trusted Feed is a useful method for sites which have large amounts of database driven non spiderable content. Trusted Feed enables such sites to obtain relevant search listings

URL Destination is simply the address of your webpage people reach when they click on one of your ads.

Final URLs are replacing destination URLs as part of the URL upgrade. You can no longer create or edit ads that use a destination URL. 

URL Display is the URL that search engine users see in a PPC ad. The display URL may differ from the destination URL. The Display URL helps users to anticipate the content of the landing page they are taken to.