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PPC Vocabulary: Every PPC term, you need to know

PPC Vocabulary: Every PPC term, you need to know

The Need for PPC Vocabulary

Paid search model, PPC Marketing, seems to be producing rapid and constructive results for business leads and especially conversions. To be precise, ad visitors/ clickers have 50% more chances of purchasing with you in contrast to organic visitors. However, to get the said benefits, your PPC ads and PPC campaigns should be powerful enough.

It goes without saying that to come up with a result-driven strategy, background knowledge is a must. For that reason, today, we have compiled a PPC terms directory to help you understand this advertising approach in a better way. Eventually, strengthen your PPC Advertising strategies for the business and level up your Digital Marketing results.

Let’s start the PPC Vocabulary with the focus term.


It refers to pay-per-click, meaning when internet visitors click on the ad, the ad owner will pay a specific amount per click. Search engines like Google using Google Ads and Bing via Bing Ads offer Pay Per Click.



The ad auction in which you agree to pay the maximum/ minimum amount for target keywords in ads.


Keywords are the terms/ phrases that searchers search on the search engines. In PPC Marketing, these are the words for which you want your ad(s) to appear in front of the searchers.

Long-tail keywords

The keywords with more words (two or more) that are business-specific and have low searches on search engines are the long-tail keywords.

Negative Keywords

Also called negative matches or negatives. These are the words for which your ads don’t appear in front of the searchers ((although relevant to the business).

The above words in the PPC Vocabulary focus precisely on the PPC approach towards the advertisement. However, the following will shed light on the ads.

Ad copy & Ad Groups & Ad Campaign

Ad copy is the ad you opt to run/ publish that encompasses two headlines, description and display URL.

On the other hand, ad group(s) is the set of ads targeting the related keywords, more specifically, following one bid. Likewise, a campaign is a whole set of ad group(s) sharing the like ideas and goals.


Targeting in PPC Marketing is dividing and organizing the sizeable business-relevant market into groups of audiences.

  • Demographic Targeting – Location, gender, age, education, interests, hobbies, marital status, working-group (income, employment), etc.
  • Advanced Targeting – Including and excluding the audience per their behavior towards your ads; leads and conversions.
  • Remarketing
  • Search Targeting – Users searching the keywords
  • Display Targeting – Users browsing through the websites

Ad Extensions

Ad extensions are the features that work for adding extra information related to business/ product/ service on the ad. For instance, you can add Sitelink, location, call, message, price, ratings, etc., to the ad copy.

A/B Testing

Also called split testing, it is a way to check the ad performance using the two different versions of the same ad.

Further, it is the best way to boost your PPC Marketing campaigns’ efficiency.

Ad Space

The place on the websites and webpages where the ad copies are displayed, three types (you can choose one or all!):

  • SERP – Search Engine Result Pages, pages showing the organic results and paid searches (PPC Ads)
  • Search Network – Search engine partnered websites and the sites and apps owned by it. For instance, Google: Google Maps, Google Images, Gmail, etc.
  • Display Network – It is the cluster of chosen websites that display the ads. People, while browsing through their favorite sites, can encounter the ads.

Ad Scheduling

Google Ads has a feature to let you choose when you want to display the ads to the audience. You can choose to display the ad per day, time of the day, week, and month.

In the PPC Vocabulary, from now onwards, all the terms, more specifically the acronyms, are related to the ad(s) performance.

Quality Score

It is a ranking system by Google for bidding. The score is conditional to the keywords’ relevancy with the ads, campaigns, and landing pages’ links. A high score eventually lessens the bid price and increases the ad ranking.

Impressions & CPI

The number of times when one ad gets displayed on SERP, search and display network. CPI is Cost-Per-Impression.


The total number of people that view the ad.

Ad Clicks

It will be count as a click when an ad visitor clicks on the ad (or the display URL) and gets directed to another page.

Click-Through Rate – CTR

The number of clicks an ad secures in contrast to the impressions. It will help you know does the ad appeals to the audience or not. Besides, you can grasp the performance of your ad campaigns.

Cost-Per-Click – CPC

In PPC, you decide on a bid to pay in exchange for the click. However, the cost-per-click is the actual amount you pay for a click in the campaigns.

Cost-Per-Lead – CPL

The amount you pay per each generated lead.

Pay-Per-Acquisition – PPA

Also called Cost-Per-Action and Pay-Per-Action is the amount that you pay in return for generating a customer to your website/ business.

Landing Pages

The pages of the website where the ad visitors land after directing after clicking on the ads.

Leads – The audience and prospects that show interest in purchasing

Conversion – Conversion is people taking your desired action (either sign-up for forms, newsletters, subscription, calling, or purchasing).  

Conversion Rate – While the conversion rate is the ratio of conversions to the clicks of one PPC ad. Like CTR, it tells you the ad campaigns’ success.



KPI are the Key Performance Indicators of the PPC Marketing campaigns (mostly mentioned above) to let you know if you are/ have reached the desired goals. Similarly, ROI is the Return On Investment, the revenue generated by the ads on what you have invested in with the ads.

There is a lot of terms; lengthy list when going in-depth following PPC Vocabulary. However, we have shortlisted it to the ones that you will encounter in PPC Marketing the most.

We hope you find the explanations easy to understand. Still struggling with the jargon and acronyms or looking for another term, feel free to ask.