- August 11, 2021
Ultimate PPC Glossary Updated for 2021
For more terminology related to PPC campaigns and PPC Management, please visit Intigress to see their full list.K Keyword: A phrase that allows advertisers to target their ads in the sponsored search results. Key Performance Indicator (KPI): Performance metrics that are subjective to each individual advertiser’s primary objectives within a PPC campaign. Knowledge Graph: Information pertaining to real-world entities that search engines use to create knowledge panels that will appear at the top of your search. L Landing Page: The first webpage users end up on after they click an advertisement. Long-Tail Keyword: A keyword phrase consisting of multiple words. Lead: The primary action that customers are encouraged to take. For example, submitting your phone number, registering for a newsletter, or signing up for a newsletter. M Manual Bidding: A bidding method that allows advertisers to set up their own maximum cost per click on a given ad. Match Types: A setting for a search engine advertisement that hep decides which keywords can trigger a specific ad on a search engine. Meta Description: A summary of a given webpage’s content that appears only in the search engine results and not in the actual webpage. N Negative Keywords: Keywords that advertisers do not want triggering ads. Noindex: An HTML tag requesting that web crawlers do not index the page. O Organic Listing: A listing on the search engine results page (SERP) that the advertiser did not pay the search engine for. Owned Media: Any digital medium that a business fully controls. Opportunities Tab: A tool in Google Ads that is meant to help you optimize your PPC campaigns through suggestions. These suggestions can include budget recommendations, viable keyword options, and more. P Pay-Per-Click (PPC) – An advertising strategy that has the advertiser paying for each click received on their ads within various search engines. Phrase Match: A keyword setting that only allows advertisements to appear when someone’s search contains the exact phrase within your keyword. Product Listing Ads (PLA): Search ads that contain plentiful product information such as price, physical features, performance capabilities, or delivery information. Q Quality score: A score ranging from 1-10 indicating the quality of a given advertisement to the advertiser. This significantly impacts the number of times that an ad is shown on the search engine results. R Remarketing: A type of campaign that targets users that have already visited the advertiser’s website. Reach A tally of the number of people that have visited your website. Return on Ad Spend (ROAS): A metric that advertisers use to evaluate the performance of an ad campaign. This is done by comparing the amount of money that they have spent on an ad campaign and the amount of money that is generated due to the ad campaign.
For more terminology related to PPC campaigns and PPC Management, please visit PPC Protect to see their full list.S Search Engine Results Page (SERP): The page that contains the results of a user’s search query. Sitelink Extension: A type of search engine result that shows links to various pages within a website. Social Media Marketing (SMM): A type of digital marketing that involves advertising businesses on various social media platforms. T Text Ad: A standard format for a Google Ads advertisement often consisting of a 25-character headline and a 35-character description. Traffic Estimator: A free Google Ads tool that can be used to predict how well an ad campaign could perform based on the performance of individual keywords. Touchpoint: Any point of interaction between a customer and a brand. U User: Any person using a website. Universal Resource Loader (URL): The address of a website, page, or other internet resources. W White Hat SEO: Using approved SEO techniques and practices to improve search rankings. Y Yoast: A SEO plugin that helps website owners optimize their sites for search engines. Z Zero Moment of Truth (ZMOT): The moment that a user decides to make a purchase and begins to research that purchase.
For more terminology related to PPC campaigns and PPC Management, please visit PPC Hero to see their full list.