20 Terms You Should Know About PPC

Reliqus Consulting

25 May 2022

By Priti Gupta
Marketing Director

We know that abbreviations and acronyms are short-form terms that are used by people in their day-to-day conversations.

Pay Per Click(PPC) advertising refers to an online advertising model where an advertiser pays for each click that an advertisement receives. It is a way of buying visitors to your website.

Like SEO acronyms and SMM acronyms, PPC acronyms are also used to make communication easy for both clients and co-workers.

20 Terms of PPC That Will Help You Understand More About Pay Per Click Ads

1. CTA:
Call To Action. It refers to a written directive used in marketing campaigns. It encourages website visitors to take the desired action.
If your CTA encourages potential customers to stay engaged on your website, then it has done its job.
Common examples of CTA are “By Now”, ” Download Now”, etc.Call to action2. CTR:
Click-Through Rate. It refers to the number of clicks received by your ad divided by the times your ad is shown.

CTR = Total Measured Clicks / Total Measured Ad Impressions x 100

For example, if an ad has been clicked 200 times after serving 50,000 times, by multiplying that result by 100 you get a click-through rate of 0.4%Click-Through Rate

3 Search Engine:
Search Engine is a software program that helps users find the information they are looking for online.Search Engine Design, P.S it's a gif ( Inspired by Google )4. Bounce Rate:
It refers to the percentage of visitors who entered your website and left rather than continuing to view other pages on your website.
3 Steps to Take to Improve Your Website's Bounce Rate

5. Bid:
It is the amount of money you are willing to pay per click on your ad. This will vary depending on how much traffic you want to receive on your website.

Biding for pay per click

6. Ad Extension:
It is a feature that allows you to extend ads with extra pieces of information like address, phone number, etc.

Ad Extension

7. Ad Group:
An ad group is a group of one or more PPC ads that target the same set of keywords. An ad group is used to organize your ads based on the types of products you want to advertise.

Ad Group

8. Ad Rank:
It is a method to determine the position of your ads in the search results. It is calculated using your maximum bid and qu-ality score.

Ad Rank

9. Conversion:
It refers to an action which you want users to complete after they have visited your website from an ad. For example, to fill out a form.

10. Conversion Rate:
This refers to the percentage of users who visited your website from an ad and completed a desired goal, such as filling out a form.conversion rate optimization11. ECPC:
Enhanced Cost Per Click. It is an automatic bidding strategy that helps you get more conversions on your website.

Enhanced Cost Per Click

12. Keyword:
A selection of words that are used to target and display your ads in the search engine.


13. Long-tail Keywords:
It refers to the keyword that is longer compared to normal keywords and is more specific. This brings high-quality traffic to your website.

Long-tail Keywords

14. Negative Keywords:
It refers to the keywords that prevent your ad from running. This is only applied to paid search campaigns, we will not find the term negative keywords in SEO.
The reason behind this is companies do not want to target visitors who want free products and services.

Negative Keywords

15. Keyword Mining:
It refers to the process of finding keywords that are relevant to the services or products your business offers.

Keyword Mining

16. ROAS:
Return on Ad Spend. The process used to measure the success of an E-Commerce based Paid Media Campaign.
ROAS is calculated by dividing the total campaign revenue by the total campaign cost.

Return on Ad Spend

17. PLA:
Product Listing Ads, also known as Google Shopping Ads show up in the google search when a user searches for something related to the product. PLA uses the CPC model where an advertiser pays only when a user clicks on their list.

Product Listing Ads

18. Remarketing:
It refers to the method where the advertiser re-engages with visitors who have already visited their website.


19. SQR:
Search Query Report. It is a report that highlights all the queries that triggered a specific ad. It is helpful for the advertisers to know their ads are triggering the correct search queries.

Search Query Report

20. SV:
Search Volume refers to the number of people who searched for a particular query.

Search Volume

Priti Gupta

Marketing Director at Reliqus

She has worked on 100+ Digital Marketing projects, including a wide array of Content writing, SEO, Copywriting, Social media & Paid ads.

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