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For every PPC term, you need to know

by Nathan Zachary

The requirement for PPC Vocabulary

Pay-per-click method, PPC Marketing delivers quick and positive results for business leads, specifically conversions. For instance, ad users/clickers are 50% more likely to purchase from your company than organic visitors. However, to reap the benefits mentioned above, the quality of your PPC advertisements and campaigns must be strong enough.

It is a given that to develop an effective strategy based on results, having a solid background is essential. This is why, as of today, searchable inc have compiled the PPC terms directory to help you comprehend this advertising method more effectively. Finally, improve your PPC advertising strategies for your enterprise and improve the quality of your Online Marketing performance.

Let’s begin with the PC Vocabulary by focusing on the word.


It’s a reference to pay-per-click, which means that when people click on the advertisement and click on the advertisement, they will pay the advertiser a set price per visit. Search engines such as Google employing Google Ads or Bing through Bing Ads provide the Pay-Per-Click.


Auctions for ads in which you accept to pay the maximum or minimum amount for keywords you want to use in advertisements.


Keywords are terms or phrases that users search using internet search engines. When it comes to the case of PPC marketing, these are the keywords that you would like the ad(s) to be displayed before the users.

Keywords with a long tail

The words with more (two plus) that are specifically business-related and aren’t ranked high through search engines are long-tail keywords.

Negative Keywords

Also known as Negative matches also known as negative. They are the term used to describe why your advertisements do not appear before the people searching ((although relevant to your business).

The words above are part of the PPC Vocabulary, concentrating specifically on the PPC advertising method. However, the following information will help you understand the advertisements.

Ad copy and Ad Groups, and Ad Campaign

Advertising copy refers to the part of the ad you decide to run or make available, including two headlines, a description, and the display URL.

However, the term “ad” refers to the group(s) are the group of ads that are targeted at the same keywords, and more specifically, they are a result of one bid. In the same way, a campaign is a complete collection of ad group(s) with similar concepts and objectives.


Targeting with advertising via PPC is the division and organization of the vast business-relevant market in groups of people.

  • Demographic Targeting: Location, gender, age, education as well as hobbies, interests, and marital status. Also, the working group (income and work) and more.
  • Advanced Targeting – including and excluding your audience based on their actions toward your ads, results, and converts.
  • Remarketing
  • Search Targeting: Users searching for keywords
  • Display Targeting – Users who browse through websites

Advertise Extensions

Ad extensions allow you to add additional details related to the business/product or service that appears in the advertisement. For example, you can include Sitelink locations, call messages, prices, ratings, and more in the ad’s text.

A/B testing

Also known as split testing, it’s a method to test the effectiveness of an advertisement with 2 different variations of an advertisement.

Furthermore, it’s the most effective way to increase the effectiveness of your PPC Marketing campaigns’ efficiency.


The location on web pages and websites where advertisements are shown, three kinds (you can pick one or all three! ):

  • SERP – Search Engine Result Pages, pages that display organic results and paid searches (PPC ads)
  • Search Network – Websites partnered with Search engines and the apps and sites owned by it. For instance, Google: Google Maps, Images, Gmail, etc.
  • Display Network the Display Network is a group of websites that display advertisements. Users, when browsing their preferred websites, may see the advertisements.

Advertising Scheduling

Google Ads includes an option to allow you to decide when to show advertisements to the public. You can show ads daily or at a specific time of the week, day, and month.

Within the PPC Vocabulary, from now onwards, all the words and acronyms, in particular, relate to ad(s) efficiency.

Quality Score

It is a system of ranking that Google uses to bid. The score is contingent on the relevance of keywords to the campaigns, ads, and landing page links. A high score eventually lowers the price of the bid and also increases the position of the advertisement.

Impressions and CPI

The number of times an ad is shown on search engines, SERP, and display networks. CPI stands for Cost-Per-Impression.


The number of people who look at the ad.

Advertise Clicks

It is considered the click of a viewer who clicks on the ad (or the URL of the display) and is taken to a different page.

Click-Through Rate CTR

The number of clicks that an advertisement secures is against the impressions. It can help you determine whether the advertisement is appealing to your audience. In addition, you will be able to assess the effectiveness of your advertising campaigns.

Cost-Per-Click CPC

In PPC, the user chooses an offer to pay for a click. The cost-per-click is the price you pay per click on the ads.

Cost-Per-Lead or CPL

The amount you are charged for the lead you create.

Pay-Per-Acquisition PPA

Also known as Pay-Per Action and Cost-Per Action is the amount you pay for the ability to bring a new customer to your business or website.

Page Landing

The web pages that the visitors to the ads land on after they click them.

Leads The people and prospects who display the desire to purchase

Conversion Conversion is when people take the desired action (either to sign up for newsletters, forms or subscriptions, call or make a purchase).

Conversion Rate While this is the percentage of conversions per click on a particular advertisement. Similar to CTR, it also tells you the effectiveness of the ads.


KPIs are the Key Performance Indicators for those marketing campaigns (mostly mentioned earlier) to tell you whether you have achieved your goals. In the same way, ROI refers to return on investment, or the return you earn from the advertisements based on the amount you spent on the advertisements.

There are many terms to choose from; there is a long list to review when studying the PPC vocabulary. But searchable inc have narrowed down the most common ones you’ll see within PPC Marketing.

We hope you find our explanations clear and easy to follow. If you are still struggling with the terminology and acronyms or searching for a different word, please don’t hesitate to contact us.

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