PPC TERMS Flashcards
PPC
Short for Pay-per-Click. The amount of money spent to get a digital advertisement clicked. Also an internet advertising model where advertisers pay a publisher (such as a search engine, social media site, or website owner) a certain amount of money every time their ad is clicked.
AdGroup
A subset of a PPC campaign comprising an ad or group of advertisements that target a specific set of keywords. An AdGroup typically represents specific areas, themes, or products being advertised.
Bid
The maximum price an advertiser is willing to pay for someone clicking on an advertisement for a given keyword.
Campaign
A series of typically related AdGroups with a shared budget on a PPC network.
Click Fraud
Any click that is made on a PPC ad with malicious intent, including the intentional depletion of a competitor’s pay per click advertising budget.
CPA
Short for Cost per Acquisition, an alternative pricing model that based fees on conversions rather than clicks.
Geotargeting
A method of targeting visitors based upon their location, such as country, region/state, city, metro code/zip code, etc.
Keyword Insertion
A tactic that enables the dynamic insertion of the actual keyword searched for into either the headline or description of your ad text. This will place the keyword in bold which can increase click through rates.
Impressions
The number of times an advertisement is shown by a PPC network within a given period.
Negative Keyword
A word of phrase added to your campaign that will stop your advertisement being shown if it is included in a search term
Broad Match
A keyword matching option that will show an ad for a wide variety of related terms to the original term.
Exact Match
A keyword matching type used within PPC advertising. Exact match is the most targeted match type. It will only show your ad to people who search for exactly how you entered the keyword.
Phrase Match
A keyword matching type that is more targeted than broad match but more forgiving than exact match.
Content Network
Websites that have agreed to show PPC ads on their site, served by an ad network, in exchange for a share of the revenue generated by those ads.
Conversion
Occurs when a web visitor takes an action that the advertiser judges to be valuable (usually a purchase, but it can also mean a visitor signing up for a newsletter or completing an inquiry form.)
