PPC Glossary Terms

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A Google product that provides a way for website publishers of all sizes to earn money by displaying targeted Google ads on their websites.


Googles online advertising system allowing small and large business owners the ability to advertise on the Google Network. Through AdWords, you can create and target people who are interested in the products and services you offer.

AdWords API

Application Programming Interface. API allows advertisers to interact with and edit their AdWords account through applications they create.

Ad Group

Your campaigns are made up of one or more AdGroups. An easy to manage set of Ads, Keywords, and Bids that can be shown to people that are likely interested in them.

Ad Rank

Ad Rank determines at what position your ad shows in comparison to others similar to it on the same search query. Commonly calculated with respect to your bid amount, your quality score, and the impact of extensions and ad formats. Ad Rank effects where your ad shows on the page.

Automatic Bidding

A Bid strategy that automatically sets your bids and maximum Keyword Bids for your Ad Campaign.

Avg. CPC

Average Cost Per Click. The average amount that you are charged for someone clicking on your ad.

Avg. Pos

Average Position. Your average ranking and position your Ad shows within a search campaign. This rank determines which order Ads appear on a SERP.

Broad Match

One of Four keyword match types - A Broad Match type that shows your ad when someone searches for your keyword or a close variation of that keyword (phrase, similar phrases, singular and plural forms, misspellings, synonyms, and related searches).

Broad Match Modifier

One of Four keyword match types - allows your ad to show for searches that include your broad match keyword or close variations of your broad match keyword. • Example: "Best Agency" • Searches that can match: 'best creative agency', 'how to pick the best agency', 'best agency to use' (us)


A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are commonly used to organize categories of products or services that you offer.

Campaign Status

The current state your ad is in, and whether or not it will run on a Search Network.


When your ad is clicked on after someone searches for a key term. This is the 'blue line' of your ad on the Google Display Network.


A action that you've defined as valuable on your site that a visitor takes. This could be a 'Call Now' button, an email signup, a file download, an online purchase, or any other variation of an action that can occur within your website.

Conversion Action

A Specific event/action on your site that a user takes that you have defined as valuable. Conversions could be phone calls, email signups, downloads, and more.

Conversion Rate

The average number of conversions which results from each click.


A delicious, sugary bit of food usually delivered for dessert and throughout the holidays. Also a small file saved on computers that store preferences, data, and information that is used on websites they visit.


Cost Per Acquisition. The cost of your total ad spend divided by the number of conversions.


Cost Per Click. CPC bidding means that you pay for each click on your ads. For CPC Campaigns, the Max CPC is the highest amount you are willing to pay for each click on your ad.


Cost Per Thousand Impressions. A payment method that allows you to pay for the impressions that you receive for your ad on the Google Display Network.


Cost Per View. CPV bids are set by the user and is a bidding method where you pay every time your video is played.


Click Through Rate is the amount of clicks your ad receives divided by the number of times it is shown in a search query.

Daily Budget

A Daily amount that you would like to spend on your ads on average.

Description Line 1

This is the first line of text in your ad after the headline. You can enter up to 35 character in Description Line 1.

Description Line 2

The second line of your ad after description line 1. You can enter up to 35 character in Description Line 2.

Destination URL

The URL address for the page you'd like to send people after they click on your ad.

Display Ad

A type of advertisement that can attract people to your business using graphics and pictures.

Display Network

One part of the Google Network, the Display Network can show your ad on more than a million websites, apps, and videos. This form of ad is usually a banner or picture that captures the attention of the viewer, but can also include text ads.

Display URL

Usually shown in green text on an Ad, the Display URL is what viewers will see when clicking on your text ad.


Dynamic Keyword Insertion. An advanced feature in Campaigns that updates your ad text to include one of the keywords a user searches for.


The core of a websites URL. "http://www.rlc-ppc.com" is 'rlc-ppc.com'

Dynamic Keyword Insertion (DKI)

A Search feature that dynamicall updates your Text Ad to include one of your keywords that matches a customer's search terms.

Enhanced CPC

Enhanced Cost Per Click (ECPC). A feature on Search that allows ads to get more value from the ad budget. ECPC raises your bids in situations and user clicks that seem more likely to convert on your site, and lowers bids when a user is less likely to convert on your site.

Exact Match

One of Four keyword match types - A Exact Match type keyword shows when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword (singular and plural forms, misspellings, abbreviations, and accents).

First Page Bid Estimate

An estimate of how much you are likely to pay for your ad to be placed on the first page of a search result.

Google My Business

A Business management tool that lets you list your business on Google Maps when doing a local business search.

Google Network

A Network of sites that allows your ad to show within. This includes Google sites, websites that partner with Google, and mobile phone placements.


The first line of your ad, and the one potential customers will likely notice first. Typically limited to a 25 character limit.


How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site.

Impression Share (I.S.)

The number of impressions your ads receive divided by the estimated number of impressions you were eligible to receive.


Words or Phrases that describe your business and service that allows your ad to show when users type in a search query related to your business.

Keyword Mining

The process of finding quality keywords that are associated to landing page and ad copy.


Key Performance Indicators. Metrics used to help define and measure progress toward certain goals.

Landing Page

A webpage that your user is sent after clicking on your site. This is the page that is most directly related to your ad product or service.

Landing Page Experience

A measure that is used by Search Engines that estimate how relevant and useful your page experience will be for users. High rated landing pages are well organized, easy to understand, and are related to a customers search query.

Location Targeting

A setting in Ad campaigns that allow your ads to shown within a selected geographic area and location.

Managed Placements

Option for campaigns to select specific webpages, videos, and apps as places you want your ad to show specifically.

Manual Bids

A strategy in campaigns that allows managers to set their own bid amounts to better control ad spend across ads.

Maximum CPC Bid

A bid that you set to determine your highest amount you're willing to spend on a click.

Maximum CPM Bid

A bid that you set to determine the highest amount that you're willing to pay for 1,000 impressions.

Mobile Ad

A type of Ad that can be display on websites and applications on mobile devices such as phones and tablets.

Negative Keywords

A keyword that prevents your ad from triggering when a certain word or phrase is searched for in a search query.

Organic Search

A free listing in Search Platforms such as Google and Yahoo that appear when it is relevant to a search term.

Pay Per Click (PPC)

Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked.

Phrase Match

One of Four keyword match types - allows your ad to show only for searches that include the exact phrase, or close variations of that exact phrase, with additional words before or after. • Example: "adopt a squid" • Searches that can match: 'adopt a squid', 'adopt a squid', 'how to adopt a squid'


Locations on the Google Search Network that can display your Ad. This includes websites, web pages, and apps.

Product Listing Ad

A style of ad that features a picture and information about specific products and services that you offer.

Quality Score

The quality of your Ads, Keywords, and Landing Page. Higher quality ads, keywords, and landing pages lead to lower bids and higher ad positions.

Recommended Daily Budget

The minimum amount needed to set your daily budget in order for your ads to show as often as possible.


An excellent feature that allows you to reach visitors who have visited your site before. Your ad can show to these customers after they leave your site.


Return On Investment. How much profit you have made compared to how much you have spent on advertising your service/product.


Search Engine Results Page. The SERP is the listing of webpages returned by a search engine in response to a query.

Split Testing

A/B testing. The process of creating slightly variating ad copy based on quality ads to see which performs better.

Text Ad

The Standard type of Ad on Search Engines. Typically displayed after relevant keywords are searched for, Text Ads contain a headline, 2 description lines, and a Display URL.

Text Overlay Ad

A text ad that is shown with video content on the Google Display Network.


Uniform Resource Locator. URLs are the location of a webpage or file on the Internet. www.RLCppc.com, www.RoyalLionCreative.com, and www.RLc-ppc.com are examples of a URL.

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