PPC Glossary

Bid: The maximum price you want to spend for clicks on keywords that you target with your paid ads.

Campaign: An advertising effort with a PPC network that contains ads that share the same theme or goal.

Click-Through Rate (CTR): The percentage of people who click on an ad after seeing it.

Cost-Per-Click (CPC): The price you pay for each ad click in the ads auction. CPC varies based on keyword demand and competition.

Dynamic Keyword Insertion (DKI): A Google Ads function that dynamically updates your ad text to include one of your keywords that matches a customer’s search terms.

Impression: Each time an ad is displayed on a web page or app, it counts as an impression, regardless of whether someone clicks on it.

Keyword: A word or phrase that you bid on to show your ad to potential customers.

Landing page: The web page that a user arrives at after clicking on your ad.

Pay-Per-Click (PPC): A model of paid advertising in which a business pays each time an ad is clicked on.

Quality Score: Google Ads’ rating of the relevance and quality of your keywords, ads, and landing pages. A higher Quality Score can lead to a lower cost-per-click and better ad positioning.

Search Engine Marketing (SEM): The practice of using paid ads to promote a website and increase its visibility on search engine results pages (SERPs). PPC is a type of SEM.

Targeting: The process of selecting specific criteria to determine who sees your ads, such as location, demographics, interests, or behaviors.