Glossary of PPC Terms
To help you increase your understanding of these factors, we’ve assembled this basic glossary of pay-per-click terms, beginning with a definition of PPC itself: Pay-Per-Click (PPC): “The pricing structure used by some online channels to charge an advertiser each time a user clicks on the advertiser's ad. The amount is usually set by the advertiser, not by the channel. Also called cost-per-click (CPC).” (source: Google AdWords, the most popular platform for PPC)- Ad Copy: In PPC advertising, ad copy is the headline, text and URL implemented in the actual online ad. It is used to persuade users to click through to a website.
- Auto Bidding: The process by which your bid is edited by $0.01 if your nearest competitor changes bids, up to the maximum amount you specify. In some cases, it may mean lower costs when auto bidding works in your favor.
- Bounce Rate: The percentage of times Web visitors leave your site without going to any other pages.
- Click: The action someone takes in following your PPC ad to your website.
- Click through Rate (CtR): The percentage of times users click your PPC ad after seeing it.
- Conversion Rate: The percentage of times your Web visitors turn into buyers, subscribers, customers, etc.
- CPM: The cost per 1,000 impressions is called CPM.
- Daily Budget: The allotted funds you are willing to spend on PPC ads each day.
- Geographical Targeting: Displaying your PPC ad only to users within a certain geographical location range.
- Hits: The number of times a webpage is viewed, even if by the same user(s).
- Impressions: The number of times your PPC ad is displayed on search results pages.
- Keyword: A word or phrase that a Web user types into a search engine and that you set your PPC ad to display on.
- Keyword Bid: The highest amount of money you’re willing to pay for each click on your PPC ad.
- Landing Page: The webpage that a Web visitor lands on when clicking through your PPC ad.
- Pay-Per-Action (PPA): The pricing structure in which an advertiser pays each time a user completes a specified action, such as making a purchase or becoming a subscriber. Usually higher costs for each transactional unit than PPC.
- Quality Score: Factored by the Google AdWords system, a quality score is assigned to each of your keywords to measure how relevant it is to your PPC ad and a Web user’s search query. “The higher your Quality Score, the higher your ads can be ranked in position for less cost,” says Amber Speer of Website Marketing.
- Return on Investment (ROI): ROI refers to the comparison of the profits and costs of your PPC campaign.