PPC Glossary


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Table of Contents


Ad Delivery

AdDelivery is a tool that helps you determine how your budget for ads will be used throughout the day. Depending on your budget (especially with a limited budget), your ads will likely be released slowly and throughout the day, which is also referred to as standard spread, whereas with a bigger budget, you might have an accelerated release of ads.


Ad Extensions

This feature will provide additional information about the ad that is being released, thus making you have increased real estate on the SERPs. For instance, the target group will be able to see the information regarding your business, such as an address, website, or even phone number and ratings.

There are currently twelve different types of ad extensions, i.e. little snippets that are shown next to, underneath, or on top of your actual ad: 

  1. Location Extensions

  2. Sitelink Extensions

  3. Product Extensions

  4. Callout Extensions

  5. Seller Rating Extensions

  6. Structured Snippets Extensions

  7. Price Extensions

  8. Affiliate Location Extensions

  9. Promotion Extensions

  10. App Extensions

  11. Lead Form Extensions

  12. Video & Image Extensions


Ad Group

You should organise your ad groups according to similar categories, i.e. ads that have the same or a similar target should be in the same group and have similar keywords and service or product offerings behind them.


Ad Position

A metric that tells advertisers the position in which an ad appears on a page in relation to other ads, with position one being the highest possible.


Ad Rank

This is a ranking that happens in the background in relation to other ads, to regulate how (high or low in position) your ad is going to be displayed in comparison to other ads on the website.


Ad Rotation

In case you currently have several ads active, this setting lets you rotate your ads according to which one is most likely to receive the most attention at a particular time of the day.


Ad Scheduling

If you would like your ad to be released or appear only during certain hours or on a certain day, then you can use ad scheduling to your advantage and have your ad on display when it is likely going to have the most traction.


Ad Status

The ad status gives you insights into where your ad is in its journey of being released. Either your ad is still under review, eligible, or approved, which always depends on the policies and how they are restricting your ad and its aim at the time.



This is an application through which Google Ads incentivises individuals or companies with payments to display ads suited to their specific content on their websites.


Advertising Policies

This is directly related to your Ad Status; if your ads don’t comply with these policies, your ad group will not be approved and thus not released.


Adword Campaign Experiments (ACE)

This feature lets you test specific elements of your Google AdWords campaign to see how they would look and work with certain audiences, keywords or placements, etc. 

The main advantage of this is, that you get to test changes to certain elements of your campaign with minimal risk involved. 

By being able to see which results your potential changes to bids or keywords within a certain campaign could achieve within a certain period, you will be able to make more informed decisions and prioritise the content and target of your campaign. 


Adwords Editor

This software enables you to change certain aspects of your account in bulk. I.e. if you want to change or ad everything related to new ad groups, such as keywords or the bid, changes will be effected at once. 


AdWords Labels

This assists you with organising specific elements of your accounts (campaigns, ad groups, keywords, etc.) into various groups with the use of labels.


Amazon Marketing Services (AMS)

This is the PPC ads option if you are a vendor on Amazon, offering various advertising styles.


Analytics Content Experiments

Google Analytics lets you make experimental changes to your pages and ads in order to figure out which are most likely going to help you reach your current target.


Application Program Interface (API)

This is a mediator that lets two or more applications or external servers communicate with each other.



An audience defines the people you desire to target with your PPC ads. These can be people that have not interacted with your page yet or who have already fulfilled certain actions with your page based on ads that you have been displaying. When creating an ad group, you can set specific attributes for each target group which can define your audience more specifically.


Automated Rules

This feature assists you with adjusting your ad’s status automatically based on each ad’s target.


Automated Extensions

Google creates automated extensions (locations, ratings, etc.) to improve the performance of your ad.


Automatic Bidding

This feature aids you in achieving the most clicks possible within your budget.


Automatic Placements

Websites that are automatically matched to your ads based on keywords or other target variables.


Auto Tagging

This Google Analytics feature assists you in analysing the performance of your ad on the destination URL by customizing your URL with UTM codes (Urchin Tracking Modules) so that it is easily identifiable. These UTM codes are little excerpts that are added to your URL to assist you with tracking the traffic on your website. 


Average Cost Per Click (CPC)

This is the average cost (total cost divided by the total number of clicks) you will have to pay for a click on your ad.


Average Position

Statistics explain how each specific ad is positioned on a search results page.



The highest amount you are willing or able (depending on your budget) to pay per click on a keyword of your ad.


Bidding Types

Depending on what target you have, you will bid on keywords differently based on these three available outcomes:

  • Focus on Clicks (CPC)
  • Impressions (CPM)
  • Conversions (CPA)


Bing Ads

Service for pay-per-click ads on Yahoo! and Bing. Used to be called adCenter.


Bing Ads Editor

A tool that lets you manage your ad groups and other account information in bulk.


Bing Campaign Analytics

Track to see if your ads are reaching their targets. It’s like Google Analytics but for Yahoo! and Bing ads.


Bidding Software

If you wish to automatically control your bids and thus scale large ad accounts, then this software will assist you with this. 


Bounce Rate

The number of people who will leave your website without any action straight after entering it through one of your ads.


Broad Match

This is a default matching option that will show your ad to users who have entered a search query or term that contains any of your ads’ keywords and in no specific order. It’s the opposite of the exact match (see Exact Match further down).

Broad Match Modifier (BMM)

If someone is searching for keywords that are closely related to your ad group’s keywords, then you can add this feature which will enable your ads to be displayed to them as well. If a keyword is closely related it means it can be an acronym. This is a different way of spelling a word or an abbreviation of your actual keyword, but not related searches or synonyms.


Call Extensions

This Google feature comes in handy if you would like to display your phone number with your PPC ads.


Callout Extensions

This extension lets you add special offers to your PPC ads, such as free shipping, discounts, or other features.



Several ad groups under one budget with the same target and other similar settings. You can have several ad campaigns on your AdWords account at once.


Change History

A list of all the changes made (bids, keywords adjustments to an ad group, etc.) to your specific account in the past 24 months.



When someone clicks on one of your ads this is registered. You will then receive data about the number of times this has happened.


Click Through Rate (CTR)

This is based on the number of clicks divided by the number of impressions. It’s one of the ways that the success of your ad campaign is measured.


Click To Call

A different term for Call Extensions.


Client ID

To differentiate accounts, i.e. clients on the Google system, they each receive a set of numbers. This is called XID on Bing Ads.


Contextual Targeting

This feature matches your ads with other websites based on keywords.



If someone visits your website through one of your ads and then performs an action, i.e. fills out a form, provides their personal information, or makes a purchase, it is called a conversion.

Note that a conversion doesn’t have to happen on the same day that a user visits your site through an ad. It can be registered as a conversion up to 30 days later when a user returns to your site and performs the desired action.


Conversion Optimiser

Based on previously collected conversion data, this feature can predict which clicks on which ads are going to have a higher conversion rate and will then adjust bids on your ads to increase your success rate.


Conversion Rate

The number of conversions is divided by the number of clicks an ad has scored. This will show you how many clicks on average an ad received before the desired action has taken place.



Every time someone enters a website, a small record is saved on this person’s computer to record information from their search history to understand their preferences and add them to a target audience specific to certain ad groups.


Cost Per Click (CPC)

The money you pay for a single click on your ad to search engines and other publishers that are currently displaying your advertisement.


Cost Per Lead (CPL)

The amount of money you pay for a lead generated on your ad to search engines and other publishers that are currently displaying your advertisement.


Cost Per Phonecall (CPP)

If you are using call extensions, this determines the amount of money you are willing to spend on a phone call.


Cost Per Thousand (CPM)

This is the price you are paying for your ad to be displayed 1,000 times per display network.


Cost Per View (CPV)

This refers to the price you pay each time video ads are played on a display network.


Daily Budget

This is the average amount that you intend to spend on your ad campaign each day. Some days your spending may be higher than this and on other days it may be lower, so your daily budget should even out at the end of the month.


Data Filters

This lets you pick out information and place it in a specific order based on relevance.


Day Parting

Here you can select your ads to be displayed during a time of day that is most profitable specifically to your business and target audience.


Default Max. CPC

This is the maximum amount of money you are willing to pay per click on an ad of a specific ad group.


Destination URL

This is the landing page for your PPC ads and what will be displayed to users once they have clicked your ad.



Any electronic device that can display your PPC ad. This can be a tablet, a mobile phone, a personal computer desktop, or a laptop.


Dimensions Tab

This feature lets you choose your ad’s performance criteria, so you can look at different metrics such as location, time of day, etc. individually.


Display Campaign Optimiser

This feature on the Google Display Network automatically arranges and adjusts your campaigns to increase conversions based on previous conversion rate data.


Display/Content Bid

The maximum price you want to or can pay for an ad click on the specific Display Network.


Display/ Content Network

The accumulation of destinations where your ad will be displayed. These can be videos, apps, or websites. Note the difference for the provider:

  • Google: Display Network
  • Bing: Content Network


Display URL

This is the URL (website address) that will be displayed in conjunction with your ad. Note that this can be completely different from the actual Destination URL, in terms of being much shorter and therefore more attractive and easy to read by users.


Dynamic Ad Targeting

This feature automatically matches your ads to relevant searches.


Dynamic Keyword Insertion (DKI)

This will change your ad’s keywords to match a current search query by a user.


Editorial Review

To make sure that the ads, as well as their keywords, etc., are in line with guidelines and policies, they will undergo editorial review.


Embedded Negatives

If you want to show all possible variations of a keyword but not the keyword itself.


Enhanced CPC

This automatic feature adjusts bids on your keywords based on the success predictions and thereby hopefully generating a better return on investment for you.


Exact Match

Only when a user is looking for the same keyword, your ad will be prompted to appear.


Facebook Ads

As a social media platform with over 1 billion users, Facebook has a unique offering of demographic information and is therefore popular for PPC ads.


Facebook Dynamic Ads

This feature creates ads automatically if someone on the social media platform is looking or has conveyed interest in your product, website, etc.


Free Clicks

If someone clicks on a photograph that is part of an ad, you might not get charged for it, as it is considered to be a free click. Only applies to interactive ads, however.


Frequency Capping

Limitation as to how often your ad can be shown to a person on a certain Display Network.



This feature lets you choose the specific geographic location your ad should run in.


Google AdWords

Google AdWords is an online advertising platform that provides PPC ads in forms such as text ads, rich-media ads or banner ads, etc.


Google Analytics

Unpaid website optimisation service that gives you access to stats on clicks and behaviourisms regarded to your Google Ads.


Google Checkout

A feature that speeds up the purchasing process on the internet and generates trust among users when displayed within an advertisement.


Google Forwarding Number

A specific phone number you can choose to be included in your advertisement, which is created by Google and helps you analyse calls as well as their performance.


Google Merchant Center

Here you will be able to provide a list of your products and services to be featured on sites such as Google Commerce Search, Google Product Ads, and even Google Shopping.


Image Ads

Images that can come in many different formats will be included in your ads to increase the success rate of your ad and assist in creating publicity around your business.



This is a synonym for the exact number of people who will be seeing your PPC ad on their device.


Impressions Share

The number of impressions your ad received is divided by the number of impressions your ad was qualified to receive. This qualification will be set on specific settings and the Quality Score of your specific ad.


Instagram Ads

Instagram is another social media platform where you can choose to display your ads. These can either be displayed as a photo or video on the platform to either generate user engagement with your brand through clicks, conversions, or simply by creating awareness around your business or persona.


Interest Categories

This feature lets you set the audience based on their interests on their Google Display Network, which will be analysed through Cookies. There is a wide array of interests you can choose to tailor your advertisement to, from cars to food hacks, and Google will display your ad to people who have shown interest in either of those topics.


Invalid Clicks

Those are clicks that are considered either fraudulent based on coming from malware or unintentional by Google and are therefore categorised as not legitimate.


Key Performance Indicator (KPI)

The metric that defines the success of your business is based on what the target of each ad should be. Your PPC KPIs can be a certain number of conversions, for instance.



A keyword is one of the most important parts of PPC and has a significant influence on where your ad position will be as well as on which Display Network your ad will be shown.

You choose your keywords based on where you would like your ads to be displayed, and if your keywords are mismatched, your ad might appear on a page that has nothing to do with your actual target audience.

Therefore, the correct understanding and use of keywords are vital to any ad campaign related to PCC as well as SEO.


Keyword Matching Options

This setting aids in determining the range in which your keyword can be related to a person’s search term for your ad to be displayed to said person. 

This feature can be set to a wide variety of options including misspellings and abbreviations. This should result in your keywords receiving more hits which means your ads will be triggered more often.


Keyword Tool

This AdWords feature assists you in finding new keyword ideas for your specific account to increase your reach. The Keyword Tool can furthermore help with other measures such as finding negative keywords, figuring out your competition levels as well as potential amounts of traffic a certain keyword can generate.


Landing Page

The landing page of a website is the page that a visitor first arrives on. This will be determined by the search result or link the user follows to your site.

A landing page can also be used to describe a page that has been designed specifically to welcome users. They can be optimised to work alongside current advertising campaigns and are designed to engage and direct visitors.

A landing page should provide value to visitors and encourage them to carry out an action. This could be to move through to other pages, fill out a contact form, or enquire about a service.

A landing page will typically allow the website to make a good first impression and should be optimised to appeal to the user’s intent based on using specific keywords.



If a person fills out a form, enters their email address, or downloads something from your page, a lead is created, i.e. information of the person is stored so it can be of use at a later stage.


LinkedIn Ads

Similar to Facebook Ads and Instagram Ads, LinkedIn is a social media platform with over 310 million active users per month, that allows you to place ads on pages based on a target audience.


Location Extensions

Similar to Call Extensions, this lets you add a business address to unpaid or paid aids and can help you increase awareness of your business for potential local customers.

Long-tail Keyword

If your keyword term is made up of two or potentially more words or terminologies. Makes your keywords more specific and therefore usable for potential customers at a specific stage of the process. Because it is a more specific keyword, it is not beneficial for cost-per-click ads but rather to be used at a stage that is closer to the end of a user’s journey.


Managed Placements

This feature lets you choose individual pages where you would like your ads to be displayed on the Google Content Network.


Manual Bidding

A feature where you set your cost per click for a specific keyword or placement manually instead of automatically.


Manual Tagging

Here you can set your destination URL manually. This feature is primarily used in promotional campaigns via emails.


Match Type

With this feature, you can pick which search query will lead to your advertisement being triggered to appear.


Message Extensions

If you would like people to be able to contact you directly via messages either to book an appointment, request a quote, or anything of a similar matter, you can add this extension to your ad.


My Client Center (MCC)

If you happen to have multiple accounts through which you are running various PPC campaigns, then this is a great feature through which you can organise several AdWords accounts at once.


Negative Keywords

This is a keyword you add to your list of keywords, but unlike the normal keywords, this determines exactly when your ad should NOT get triggered.


Opportunities Tab

This is an automated suggestion tool that helps you optimise your PPC campaigns effectively by displaying recommendations on ways of budgeting, using keywords, etc.


Pay Per Click Management

This is a service you can receive from specific individuals or agencies that will assist you in maximising your returns on investment and increase your rate of achieving your PPC targets.


Phrase Match

This is a setting related to keyword management. You can use this setting to make sure that your ad is only triggered or displayed when someone types in the exact match (or a close modification) of a specific phrase.


Pinterest Ads

A form of social media platform which lets you generate your ads based on pins. It provides you with a target audience and then lets you choose whether you pay for clicks or site visits.


Placement Exclusions

In the same manner, as choosing negative keywords, this option lets you exclude certain categories or websites from displaying your advertisement so you can improve the relevance and placement of your ads within a Display Network.


Price Extensions

If you would like your ads to also display your products and services to people based on their specific interests, you can add price extensions to your text ads.


Product Listing Ads (PLA)

These ads are for Google Shopping results and will only be targeted if a potential customer’s query is directly related to the product offerings on your website.


Promotion Extension

This feature lets you display any promotional information below your ads to generate sales.


Qualified Lead 

A qualified lead is someone that has an interest in a service or product and expects to be contacted.

Qualified leads are the opposite of cold leads that have had no contact or shown any interest in the services provided.

A sales team will be able to contact a qualified lead to provide information and answer any questions with a higher likelihood that the lead will make an order.


Quality Score

A very specific formula that multiplies your maximum cost per click with keywords that are relevant to your landing page to calculate the exact position of your advertisement, i.e. your ad rank.



If someone has previously visited your website, this feature will allow your ad to be shown to this specific target audience as they are visiting another website on the same Display Network. This increases the possibility of potential customers returning to your page and making a purchase or following through with whatever desired action your target might be.


Remarketing Lists for Search Ads (RLSA)

This feature is made for you to target people who have already been on your website before through your search ads. It improves your PPC bids in such a way that these people are reached at a higher likelihood and thus creates a high-intend for them to revisit your site and follow through with the desired action.


Return On Ad Spend (ROAS)

This calculation provides you with the ratio of money that you either made or lost by investing in PPC campaigns relative to the amount of advertising that has taken place.


Return on Investment (ROI)

This calculation provides you with the ratio of money made or lost about the money you invested into paid ads.


Search Engine Marketing (SEM)

This is a form of online marketing which lets you promote your online pages and offerings on search engine result pages with the help of paid ads such as PPC.


Search Engine Optimisation (SEO)

A more organic and not as instant measure to increase traffic over time to your site via search engine result pages. This can be done through Google, Bing as well as Yahoo!, and potentially other search engines that analyse and rank web content based on relevance.


Search Engines Results Pages (SERP)

This is what is displayed to a search engine user after they type in a certain query.


Search Network

This is a group of websites that are directly related to user queries where your ads can be displayed, such as Google search sites as well as other search partners.


Search Partners

Partner websites of Google Ads that will display PPC ads on their Search Network.


Search Query

This is whatever you enter into a search engine. This can be one word, a phrase or question, or a sequence of words.

If such a search query includes a keyword that is directly related to your advertisement, your ad will potentially be displayed on the SERP.


Search Query Report

This tool provides you with the exact search query terms that triggered your ad to be displayed and thus helps you with the improvement of keywords and negative keywords or placement exclusions.


Seller Central

This page lets third-party merchants manage the products and services they are selling through the Amazon marketplace.


Seller Central Sponsored Product Ads

This option is for third-party merchants on the Amazon marketplace and enables them to choose how their product should be featured.


Seller Central Placement Ads

These ads are displayed by Amazon specifically on the Seller Central website only to merchants that are operating on Seller Central.


Seller Rating Extensions

This extension provides people with insights on Google or other ratings of your business together with your ad displayed to them.


Shared Budgets

This feature by AdWords lets you choose a specific daily amount for each ad group.


Sitelinks Extensions

This feature provides links to different sites of your website together with an ad appearing on the SERP.


Snapchat Ads

Similar to Facebook or Instagram, this is a social media platform where you can choose your advertising options to be videos or photos as well as filters to increase awareness or get users to visit your landing page.


Smart Bidding

Google’s learning-based optimisation on your bidding on specific ads. These are the smart bidding strategies currently available:

  • Target CPA
  • Target ROAS
  • Maximise Conversions
  • Enhanced CPC


Structured Snippet Extensions

This feature will be displayed along your ads through a predefined header that includes brands, courses, destinations, etc.


Text Ad

This is the usual form of an AdWord advertisement. This is usually split into a headline, a description, a display, and a destination URL of 35 characters.


Text Placeholders

This feature lets you edit your placeholders for one or more campaigns at once.


Topics Targeting

If there are websites within the Display Network that are similar to your topic, this targeting method will ensure that your ad will be displayed on these websites as well.


Tracking Code

A piece of HTML code added to a “thank you” page will provide you with insight into what happens after a person has clicked on an ad.


Traffic Estimator

This is a feature that tries to figure out how well your keywords will perform with the help of information on the amount of local as well as global search queries.


Trueview Video Ads

AdWords Video ads.


Vendor Central

If you are a first-party vendor on Amazon, then this is the page for you to manage and sell products.


View Through Conversion

This tool measures the number of online conversions within a month based on how many people perceived a Google Display Network ad without directly following through with any action, but still returning to your landing page through other means, such as a different ad within a said month.

David has been in PPC, specifically Google Ads, since 2007. His granular and sustainable approach to Pay per Click has earned him every accolade in the PPC world and he has even been flown to out Mountain View by Google themselves. David has three children, is a massive fan of Burnley and enjoys hiking and boxing in his spare time.

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