Pay-per-click (PPC) advertising is a crucial component of digital marketing, offering businesses a powerful way to reach their target audience and drive conversions. However, the world of PPC is filled with jargon and technical terms that can be overwhelming for newcomers and even experienced marketers. This comprehensive PPC glossary aims to demystify the terminology, providing clear explanations of key concepts and helping you navigate the complexities of PPC campaigns with confidence.
At Gorilla Marketing, we’re experts in all aspects of search marketing, including PPC advertising. Our team of seasoned professionals has years of experience crafting and managing successful PPC campaigns for businesses across various industries. We understand the importance of staying up-to-date with the latest trends and technologies in the ever-changing landscape of digital advertising. This glossary is designed to share our expertise and help you build a solid foundation of PPC knowledge.
A-B
Ad Copy
The text used in a PPC advertisement, typically including a headline, description, and sometimes additional elements like site links or callouts.
Ad Extensions
Additional information or links that can be added to PPC ads to provide more value to potential customers and increase the visibility of the ad.
Ad Group
A collection of one or more ads that share similar targets, such as keywords or placements.
Ad Rank
A value used by search engines to determine the position of an ad in the search results, calculated based on factors such as bid amount, ad quality, and expected impact of extensions.
AdWords (now Google Ads)
Google’s advertising platform for creating and managing PPC campaigns across various networks, including search, display, and video.
Average Position
The average ranking of an ad in relation to other ads when it appears in search results.
Bid
The amount an advertiser is willing to pay for a click on their ad.
Bid Adjustments
Percentage increases or decreases in bids based on factors such as device, location, or time of day.
Bounce Rate
The percentage of visitors who leave a website after viewing only one page.
C-D
Call-to-Action (CTA)
A prompt in an ad or on a landing page that encourages the user to take a specific action, such as “Buy Now” or “Learn More”.
Click-Through Rate (CTR)
The ratio of clicks on an ad to the number of times the ad was shown (impressions), expressed as a percentage.
Conversion
A desired action taken by a user, such as making a purchase, filling out a form, or signing up for a newsletter.
Conversion Rate
The percentage of visitors who complete a desired action on a website.
Cost-Per-Acquisition (CPA)
The average cost of generating a conversion through a PPC campaign.
Cost-Per-Click (CPC)
The amount an advertiser pays each time their ad is clicked.
Daily Budget
The maximum amount an advertiser is willing to spend on a campaign per day.
Display Network
A network of websites, apps, and other placements where display ads can appear.
E-F
Enhanced CPC (ECPC)
A bidding strategy that automatically adjusts manual bids to help maximise conversions.
Exact Match
A keyword match type that triggers ads only when the search query exactly matches the keyword or close variations.
Extensions
Additional information or links that can be added to ads to provide more value to potential customers.
Frequency
The average number of times a unique user sees an ad within a given time period.
Funnel
The journey a customer takes from initial awareness to final purchase, often visualised as a funnel shape.
G-H
Google Analytics
A free web analytics service offered by Google that tracks and reports website traffic.
Google Display Network (GDN)
A network of websites, videos, and apps where display ads can appear.
Google Search Network
The network of search-related websites and apps where text ads can appear.
Headline
The main title of a PPC ad, typically the most prominent text that appears.
Impression
A single instance of an ad being displayed.
Impression Share
The percentage of impressions that your ads receive compared to the total number of impressions that your ads could have received.
K-L
Keyword
A word or phrase that triggers an ad to be shown when a user searches for that term.
Keyword Match Types
Different ways of specifying how closely a search query needs to match a keyword for an ad to be triggered. Common types include:
- Broad Match
- Phrase Match
- Exact Match
- Negative Match
Landing Page
The webpage that a user is directed to after clicking on an ad.
Lifetime Value (LTV)
The total amount of revenue a business can expect from a customer over the entire duration of their relationship.
M-N
Manual CPC Bidding
A bidding strategy where the advertiser sets the maximum amount they’re willing to pay for each click.
Negative Keywords
Words or phrases that prevent an ad from being triggered when they appear in a search query.
Quality Score
A metric used by search engines to measure the relevance and quality of PPC ads and keywords.
O-P
Optimisation
The process of improving the performance of a PPC campaign by adjusting various elements such as keywords, ad copy, and bids.
Organic Search Results
The non-paid search results that appear based on their relevance to the search query.
Pay-Per-Click (PPC)
An advertising model where advertisers pay a fee each time their ad is clicked.
Placement
A location where ads can appear, such as a specific website, video, or app.
Q-R
Quality Score
A metric used by search engines to measure the relevance and quality of PPC ads and keywords.
Remarketing
A strategy that allows advertisers to show ads to users who have previously visited their website or interacted with their ads.
Return on Ad Spend (ROAS)
A metric that measures the revenue generated for every pound spent on advertising.
S-T
Search Engine Marketing (SEM)
A form of internet marketing that involves promoting websites by increasing their visibility in search engine results pages through both paid and organic methods.
Search Engine Results Page (SERP)
The page displayed by a search engine in response to a user’s search query.
Target CPA
A Smart Bidding strategy that sets bids to help get as many conversions as possible at or below a given cost per acquisition.
Tracking
The process of monitoring and measuring the performance of PPC campaigns and individual ads.
U-Z
Universal App Campaign
A type of Google Ads campaign designed to promote mobile apps across multiple Google networks.
URL
Uniform Resource Locator, the web address of a specific webpage.
Vertical Search
A specialised form of search that focuses on a specific segment of online content, such as images, videos, or news.
Viewable Impression
An ad impression that is considered viewable according to industry standards, typically meaning at least 50% of the ad is visible for at least one second.
How Can Gorilla Marketing Help with Your PPC Campaigns?
Understanding the terminology is just the first step in creating successful PPC campaigns. At Gorilla Marketing, we offer comprehensive PPC services that can help you maximise your return on investment and achieve your marketing goals. Our team of experts can assist you with:
- Campaign Strategy and Planning
- Keyword Research and Selection
- Ad Copy Creation and Optimisation
- Landing Page Design and Optimisation
- Bid Management and Budget Allocation
- Performance Tracking and Reporting
- Ongoing Campaign Optimisation
Whether you’re new to PPC advertising or looking to improve your existing campaigns, our tailored approach ensures that your PPC efforts align with your business objectives and deliver measurable results.
Staying Ahead in the PPC Landscape
The world of PPC advertising is constantly evolving, with new features, technologies, and best practices emerging regularly. Staying informed about these changes is crucial for maintaining competitive edge and maximising the effectiveness of your campaigns.
At Gorilla Marketing, we’re committed to staying at the forefront of PPC innovation. Our team regularly attends industry conferences, participates in training sessions, and keeps abreast of the latest developments in the field. This dedication to continuous learning allows us to provide our clients with cutting-edge strategies and tactics that drive real business results.
If you’re ready to take your PPC campaigns to the next level or simply want to learn more about how PPC can benefit your business, we’re here to help. Contact us today to schedule a consultation with one of our PPC experts and discover how we can help you achieve your digital marketing goals.
