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PPC Terms: An Ultimate PPC (Paid-Per-Click) Glossary

Whether you’re just getting started with PPC or you are familiar with ads but just need to brush up on your paid advertising knowledge, we hope you’ll find this ultimate PPC glossary helpful! We’ll cover important PPC terms relating to Google Ads, Facebook Ads, Bing Ads, keywords, clicks, bounce rates, and more.

PPC (pay-per-click) is a brand of digital marketing focused on paid advertising. As opposed to earning organic visits through SEO optimization of your website, PPC is essentially a way of purchasing visits to your website. Please read our extensive glossary below to learn about PPC terms and broaden your digital marketing knowledge!


Ad Delivery

A setting that determines how quickly you want google to use your budget each day. You can have it spread out throughout the day or more quickly. If your campaigns are limited by budget, this will affect when during the day your ads will be shown.

Related: First Steps to Running PPC Ads to Ecommerce Websites.


Ad Extensions

Additional pieces of information that increase the chances that users will click your ad. Advertisers usually include business addresses, phone numbers, additional site links, promotions, or certain product information.


Ad Group

One or more keywords, ads, or bins that share similar targets. Typically each ad group includes about 5-10 keywords.


Ad Position

This is the order that your ad will appear in the search engine results page compared to other paid ads. Number “1” position means that your ad is the first ad on the page, which means your ad will be seen first in SERP.


Ad Rank

Ad Rank determines your ad position behind the scenes. This score is calculated by your bid amount, ad quality, clickthrough rate, and ad relevance.


Ad Rotation

When having multiple ads within your ad group, this setting will determine which ad should be shown. Your ad will rotate because only one ad can show up on your account at one time. There are two different settings, which are Optimize and Rotate Indefinitely. Google automatically chooses the ad that’s most likely to win the auction, using machine learning. They optimize each ad using signals like keywords, search terms, devices, and locations. Rotate Indefinitely will deliver your ads through all auctions evenly. This setting is important to check because you want to make sure you have the proper balance between testing of messages and the performance of your account.


Ad Scheduling

A setting that allows you to set custom times throughout the day when you want your ads to appear and target times of the day when you expect your ads to be more successful. This setting can also automatically adjust bids during specific time periods.


Ad Status

The ad status describes if the ad can run or not. It may also show if there are any policy restrictions on how or when it can run. Some common ad statutes are Under Review, Eligible, and Approved.


AdSense

AdSense is a Google-Based program that allows website owners to make money for showing relevant Display Network ads on their site. These ads will show up all over the place, including Google search results. Two ways you can make money from AdSense are Impressions (pageviews of posts with ads) and clicks (how many people click on the ads).


Advertising Policies

Advertising policies are guidelines for your ads, keywords, and website that are strongly suggested to follow. If you violate these policies, your ads won’t be able to run.


AdWords Campaign Experiment (ACE)

Allows you to test changes to their account on a portion of the auctions that your ads participate in. With ACEs, users can test new keywords, bids, placements, and more. Also, you can choose how much of the traffic they want to test and even discard the experiment at any point. Your changes will automatically revert to the way they were before if you decide to discard the changes.


AdWords Editor

This is a free tool that you can download and install that allows you to make bulk changes to your account. This allows users to easily review campaigns, edit copy, optimize bids, and adjust targeting while offline.


AdWords Label

For faster and easier reporting, the AdWords label allows advertisers to organize elements into meaningful groups within their accounts. You can apply labels to almost any element, including campaigns, ad groups, ads, and keywords. Also, you can apply multiple labels to the same element.


Amazon Marketing Services (AMS)

AMS is Amazon’s pay-per-click (PPC) advertising option for sellers, where they can promote their products in front of visitors based on keywords, products, and their interests.

Services offered by AMS include:

  • Amazon Pages
  • Product Display
  • Headline Search Ads
  • Sponsored Products Ads

Analytics Content Experiments

Analytics content experiments were previously known as Website Optimizer and are built into the Analytics platform. This tool allows users to set up A/B testing to see how changes on their landing pages will affect user’s behavior.


Audiences

Audiences are used to define the customers you target with your PPC ads. You can also refer to an audience as a group of users that have visited one or more pages of a website. Once this happens, they are included on lists that can be used to enhance your Display Network and Remarketing efforts. A good way to target more specific audiences, you can create custom combinations.


Automated Rules

Automated rules are settings and conditions you choose and set up so you can make automatic changes to your account. This means you don’t have to spend so much time manually monitoring your campaigns. Some things you can change are your ad status, budget, and bids.


Automated Extensions

Google created automated ad extensions to help improve your ad’s performance. Automated extensions use search terms to create snippets or links with information to help your site.

There is seven total types of automated extensions:

  1. Automated call extensions
  2. Automated message extensions
  3. Dynamic sitelinks
  4. Dynamic structured snippet extensions
  5. Automated location extensions
  6. Seller rating extensions
  7. Dynamic callout extensions

Automatic Bidding

Automatic bidding allows you to put your bidding on autopilot to get the best results and get the most possible clicks within your budget. Also, you are able to set a CPC bid limit, so if you don’t want to exceed a particular price for each click, you don’t have to.


Automatic Placements

Automatic placements are locations or domains on the Display Network where your ads can show, which are automatically connected to your keywords and/or other targeting methods.


Auto Tagging

A feature that automatically creates custom URLs to help you track your ad performance using website tracking programs like Google Analytics.


Average Cost-Per-Click (Avg. CPC)

The average amount that you’ve been charged for a click on your ad. This amount is the highest amount you’re willing to pay for a click. To get your average CPC, you will need to divide the total cost by the total number of clicks.


Average Position

The position that your ad appears on search results pages. This rank decides what order ads will appear on the page.


Bid

The maximum amount you are willing to pay for a search keyword click.


Bidding Types

There are different ways to bid on your keywords – it just depends on what you and your business think are most important. The three main bidding types are: focus on clicks, impressions, or conversions.


Bing Ads

Formerly known as adCenter, is a service that provides pay-per-click advertising on Bing and Yahoo!.


Bing Ads Editor

A free desktop tool designed to help you manage your account offline and easily make changes through applications instead of manual action. This allows you to cut down on manual work and focus on other aspects of your website. Also, this will limit the amount of human error when making changes in bulk.


Bing Campaign Analytics

This tool will help you track if your ads are achieving your desired goals or not. This is Bing’s version of Google analytics.


Bounce Rate

A percent of people visit your website without taking any other actions, like visiting another page, filling out a form, or making a purchase. Bounce rate is important because you can see how many people didn’t make any other actions while on your website. Also, if you have a high bounce rate, you will know that you have an issue that needs to be fixed.


Broad Match

Broad Match is a keyword matching option type used by search engines to determine which search terms could be able to match with the keyword searches. Sticking with this default option is a great choice if you don’t plan to spend a lot of time building your keyword lists. Also, you want to capture the highest possible volume of ad traffic.


Broad Match Modifier (BMM)

If you want your ads to show when someone searches close variants of your keywords in any order, you are able to add a modifier to your broad match. Close variants are misspellings, singular/plural forms, abbreviations, and acronyms. Using a modifier will not show similar or related searches, this will add another level of control. A broad match modifier is a good choice if you want to increase relevancy, but you might get less ad traffic than a broad match.


Daily Budget

A set amount of how much, on average, you’d like to spend each day for each ad campaign. You will need to remember that on any single day you can spend up to twice your daily budget but in the end, it will average out by the end of the month.


Call Extensions

A feature that lets you add a phone number to your ads. People are able to contact your business directly, which means customers can interact with your ad more. This can increase your click-through rate.


Callout Extensions

Callout extensions allow you to promote different offers that appear within your search ads, such as free shipping or price matching. These callouts highlight the products and services that you offer and get potential customers to your website.


Campaign

A campaign is a set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. You can have one or many ad campaigns running on your AdWords account.


Change History

A list of changes that you’ve made to your account during the past two years. This tool allows you to see details about changes like bid adjustments, status changes, and keyword additions. With this tool, you are able to filter to a certain range of dates to find changes during that time frame, instead of searching through all of the changes.


Clicks

In PPC, a click is registered when someone clicks on one of your Search or Display Network ads.


Click-Through Rate (CTR)

A measurement of people who viewed your ad and actually went on to click the ad. CTR is determined by dividing the number of users who clicked on your ad by the number of impressions from your ad. A high CTR score means that a large number of people that see your ad click on it.


Click-to-Call

Another name for Call Extensions, where you can add a business phone number to your ad. Users are able to simply click on the phone number in your ad to place the call, which is why it’s called “click-to-call”.


Client ID

A 10-digit string of numbers that help tell apart one account from another in the Google system.


Contextual Targeting

Targeting feature that matches your ads to other relevant sites on the Display Network based on your keywords, topics, and other factors.


Conversion

An action taken by a website visitor after your ad is clicked on, like filling out a form or making a purchase. Search engines track visitors for up to 30 days, so your conversion might not happen until a subsequent visit a few days later.


Conversion Optimizer

Also known as CPA bidding, this is a tool that uses historical conversion data to predict which clicks are likely to be valuable and will then change your bids when needed to help you maximize conversions.


Conversion Rate

The number of conversions divided by the number of clicks. This number represents the rate at which a click on your ad can result in a conversion or an action you wanted.


Cookies

Cookies are small files saved on people’s computers that help store preferences and other information from previous search history. These are used to track conversions and build audiences for remarketing lists.


Cost-Per-Click (CPC)

The amount of money an advertiser pays publishers for a single click on their advertisement that brings one visitor to the website. Usually, these publishers are search engines, website owners, or networks of websites.


Cost-Per-Lead (CPL)

This refers to the amount of money an advertiser pays search engines and other publishers for a lead generated on its advertisement.


Cost-Per-Phone Call (CPP)

This feature only works if you use call extensions and Google forwarding numbers with your ad. Cost-per-phone call is the highest amount that you’re willing to pay for a phone call.


Cost-Per-View (CPV)

This is a bidding option used with TrueView video campaigns, that allows users to pay each time your video is played.


Data Filters

A feature that allows users to choose a smaller part of the data set that is most important and use that set for viewing and analyzing. Then they’re able to focus on specific information and not feel overwhelmed with all the information grouped together.


Day Parting

Advertising tactic by which you schedule ads to run during the most profitable hours and/or days. Prioritizing when your content will show to maximize user engagement will help your ad campaign. Which brings more clicks and more conversions.


Default Max. CPC

The maximum amount your willing to pay for each click, set at the ad group level. If you don’t set a specific keyword bid, your default max. CPC bid will be applied by AdWords.


Destination URL

Destination URL is the address of your webpage people reach when clicking on your ads. This is allowed to be different from the display URL, but it has to be direct users to the same domain as what is in the display URL.


Devices

Electronics that are capable of displaying a PPC ad. Devices that support PPC ads include desktops/laptops, mobile devices, and tablets.


Dimensions Tab

Breaks down your campaign into small sections that are easy to understand. Which will allow you to lower your cost per conversion, increase your conversion rate, and increase your total conversions.


Display Campaign Optimizer (DCO)

A tool that increases conversions by automatically managing, targeting, and bidding for campaigns on the Google Display Network. All you have to do is set a CPA target and let AdWords do the rest. But to be able to opt in to this feature you will have to have enough historical conversion data.


Display/Content Bid

The maximum amount your willing to pay for an ad click on the Display Network.


Display/Content Network

The collection of more than a million websites, videos, and apps where your ads can appear. Display Network is Google’s network, while Bing’s network of sites is called Content Network. A lot of times the terms are used interchangeably.


Display URL

The webpage address that appears with your ad. Customers are more likely to click on your PPC ad if the display URL clearly states what your company sells and offers. AdWords allows 35 characters for Display URLs, so if your domain is longer, they might show a shortened version.


Dynamic Ad Targeting

Targeting method that matches relevant searches with ads created directly from your website automatically.


Dynamic Keyword Insertion (DKI)

A feature offered by Google Ads that allows you to show searchers more relevant ad since the ad is dramatically updated to include keywords contained in the user’s search queries.


Editorial Review

Policies that control the content and forms of advertising that search engines accept. Every time you create a new ad/keyword/etc, it will be submitted to editorial review to make sure the guidelines are met.


Embedded Negatives

A plan that allows advertisers to show for every variation of a keyword, besides the keyword itself. This will help avoid cross-contamination of campaigns/ad groups housing terms that are similar or closely related, along with ad groups housing different match types.


Enhanced CPC (ECPC)

ECPC is bid features designed to increase your ROI automatically by raising or lowering your bids for keywords that are more likely to convert, which is predicted by the system.


Exact Match

Exact match is the most specific of keyword match types, it puts strict limits on when your ad will be displayed. This match type should be used if you want your ad to be served for a specific keyword. With this match type you will get the highest relevance, but the lowest reach.


Facebook Ads

Online social advertising channel with over 1 billion people. Facebook is a valuable asset to many PPC marketers because there’s an abundance of demographic data.


Facebook Dynamic Ads

Automatic Facebook ads are created for people who have expressed interest in your website, app, or elsewhere on the internet. Once you upload a product catalog and set up the campaign, it will run indefinitely.


Free Clicks

Clicks that aren’t billed, such as actions taken on an interactive ad. For example, an ad format that has an expandable image will result in “free clicks” when that interaction happens.


Frequency Capping

The feature that allows advertisers to limit the number of times your ads appear to the same person on the Display Network. If your audience keeps seeing your same ad, the ad will start to lose effectiveness. So you’ll want to limit your ad frequency to avoid making your audience feel too surrounded.


Geotargeting

Also known as Location Targeting, a feature that lets you target your search ads to specific customers in certain locations, such as geographical countries, regions, states, etc. With geotargeting, you will increase the chances of people clicking on your ads are actually allowed to receive your services. so if you want to make the most efficient use of your limited advertising spend, geotargeting will be essential for you.


Google AdWords

Online advertising platform that offers pay-per-click advertising and site-targeted advertising for text, banner, and rich- media ads and more.


Google Analytics

A free website optimization service that tracks and reports website traffic. It provides an interface with detailed statistics regarding visits to your site and behavioral analysis.


Google Checkout

An online payment processing service that makes buying and selling across the web fast, convenient, and secure. An icon will be displayed within your pay-per-click ad when you use google checkout. This will build trust with users and increase your click-through rate.


Google Forwarding Number

A generated by google phone number that advertisers can use in their ads to help track business calls and performance.


Google Merchant Center

A tool that helps advertisers upload product listings and feeds to be used for Google Shopping, Google Product Ads, and Google Commerce Search.


Image Ads

Formatted for the Google Display Network, these ads consist of graphics to help promote your business, along with information about your business, services, or product. Clicking anywhere on the ad will bring that person to your website.


Impression

This is the number of people who see your PPC ad. An impression is counted each time an ad is visible on a page.


Impression Share

Impression share (IS) is a percentage of impressions that an ad received over the impressions an ad is eligible to receive. How many impressions you are allowed is based on your current ads’ targeting setting, approval statuses, bids, and Quality Scores.


Instagram Ads

A platform for advertising, which allows you to create a photo or video ads that can be placed natively in the platform. Instagram ads can be created to build awareness, drive website clicks and conversions, along with app installs and engagements.


Interest Categories

As people browse pages across the Google Display Network, they will be able to see ads that Google thinks they are interested in. You are able to choose from a wide-ranging list of these categories – from autos and sports to travel and fashion.


Invalid Clicks

An action when your paid link is clicked accidentally or on purpose (sometimes maliciously) by bots/people. Google considers these clicks illegitimate. Some clicks that Google will think are invalid are:

  • Clicks that are automatic by bots
  • Accidental double clicks
  • Accidentally or on purpose clicks done by people
  • Impressions designed to reduce your click through rate

Key Performance Indicator (KPI)

A measurable value for key business objectives to know how effectively a company is achieving. Also, KPI is used at different levels to evaluate the success of reaching targets. Many high-level KPIs will focus on the overall performance, while low-level KPIs may focus more on processes in sales, marketing, HR, and support. Popular KPIs for PPC advertisers would be conversions and cost-per-acquisition.


Keyword

A word, or a set of words that PPC advertisers use to target and display their ads in the sponsored search results. There are different types of keywords which are:

  • Branded Keywords – Includes company names, like Amazon and Target.
  • Generic Keywords – Typically cover ambiguous keywords, we don’t understand the customer’s intent yet.
  • Transactional Keywords – Have both strong and weak purchase intent.
  • Locational Keywords – Cover everything related to a location and is very helpful for location-based companies.
  • Long-tail Keywords – Consist of more than 3-4 words, typically highly transactional (higher conversion rates). Used to target the customer at or near their buying stage.
  • Informational Keywords – Cover keywords when people are looking for information.

Keyword Matching Options

Keyword-level settings help control how closely the keyword needs to match a person’s search term in order to see your ad. These options include broad, modified broad, phrase, exact and negative match types. You also are able to decide if you want your phrase and exact match terms to show for plurals, misspellings, and close variants or not.


Keyword Tool

Located in the AdWords interface, which helps users find new keyword ideas and add them to your account. This tool is also used to estimate traffic volume, identify negative keywords and determine competition level as well.


Landing Page

A webpage you intend to use in a paid campaign on AdWords, Bing Ads, or something similar. It’s a page where customers end up after clicking on your ad. A factor to remember is that the landing page quality is important in determining Quality Score.


Lead

An action that you want is taken by customers, such as filling out a form, submitting an email or downloading a whitepaper, etc. This action allows marketers to capture a user’s information to use later on.


LinkedIn Ads

A self-service advertising solution that allows advertisers to place text ads on well-known pages across LinkedIn’s professional network. With LinkedIn ads, you can target audiences and control your budget, similar to the other platforms we’ve talked about.


Location Extensions

Location extensions are types of extensions that can be a great way to help attract more customers to local businesses. This extension includes a business address and phone number in the text ad.


Managed Placements

Placement targeting lets AdWords advertisers choose exactly which sites your ads are going to be placed on. This allows you to choose the domains which are most relevant to your audience and their link to your brand, products, or services.


Manual Tagging

This option allows advertisers to manually tag their destination URLs using “_utm” information. This information is read and understood by Google Analytics or 3rd party tracking solutions.


Match Type

A matching option that allows advertisers to control when their ad triggers for a particular search. The keyword match types that you can select from the broad match, modified broad match, phrase match, or an exact match. Each type has its advantages and disadvantages.


Message Extensions

A feature that allows customers to text you directly from your ad. The customer can message you to book an appointment, get a quote, ask for information, or request a service. All customers have to do is click on the call to action button, like “Send us a text”.


My Client Center (MCC)

A tool that is allows you to manage multiple AdWords accounts from one location quickly and easily. With MCC you are able to track performance, locate accounts, manage budgets, and add accounts, all from one dashboard.


Negative Keywords

Advertisers add a keyword type (negative keywords) to their account so their ad isn’t triggered by a certain word or phrase. So if the term you deemed a negative keyword, your ad won’t show up. Negative keywords will help improve your quality score and the overall efficiency of your PPC spend.


Opportunities Tab

Located in the AdWords interface, this is a tool that gives you ideas and options for improving your current campaign and performance. This tool is used to make sure you are getting the most out of your PPC campaigns. Common suggestions are budget recommendations, potential keyword additions, and more. Use the opportunities tab with caution because these opportunities are all automatic.


Pay-Per-Click (PPC)

A method of advertising where the advertiser pays for each click received through the search engines.


Pay-Per-Click Management

The process of overseeing and managing a company’s PPC ad spend. Service is provided by certified agencies that help businesses achieve their PPC goals and maximize returns. WebCitz has many years of experience handling PPC management services for our clients!

Check out our ultimate guild in PPC management!


Phrase Match

Keyword matching option that allows ads to show only when someone’s search includes the exact phrase of your keyword or close variations of the specific keyword phrase.


Pinterest Ads

Self-service advertising platform for Pinterest. Pinterest ads give you the ability to place ads in front of your target audience. First, you create pins for advertising or use your best-performing pins, set your targeting, and then choose to pay for engagements or site visits.


Placement Exclusions

Placement exclusions prevent your ads from appearing on individual websites or categories of websites, similar to the negative keywords. These are used to help increase relevancy and control ad placement on the Display Network.


Price Extensions

A feature for PPC search ads that link people directly to what interests them on your site, which is showcasing your service and products. Price extensions appear below your text ad and can have up to 8 cards of different options and prices.


Product Listing Ads (PLA)

Search ads display more detailed information than standard text-based ads. Like images, pricing, and business names, without requiring additional keywords or ad text. Ads like these will appear automatically under the Google Shopping results for consumer queries relate to a product that you offer.


Promotion Extensions

Feature of PPC search ads that showcases promotional offers below your text ads. These extensions will help generate new sales for your business by highlighting deals for your customers.


Quality Score

A complex formula that is used by search engines to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank to see what your ad position will be. Your Quality Score depends on multiple factors including:

  • Your click-through rate (CTR).
  • The relevance of each keyword to its ad group.
  • Landing page quality and relevance.
  • Relevance of your ad text.

Remarketing

Online advertising enables advertisers to show targeted ads to users who’ve previously visited your website. Visitors who have been to your site before will see these ads while they are browsing the web, watching YouTube videos, or reading news sites. This gives users the opportunity to click and return to your site from your ad to make a purchase.


Remarketing Lists for Search Ads (ALSA)

A feature that allows you to customize your search campaigns based on users who have visited your website previously. Targeting and optimizing remarketing lists can lead to highly qualified customers visiting your site.


Return on Ad Spend (ROAS)

A marketing metric that measures lost and gained money on an investment to the amount of advertising (PPC) money invested. This provides you with an understanding of whether or not a campaign is paying off.


Return on Investment (ROI)

Ratio of money gained or lost on an investment relative to the amount of money invested.


Search Engine Marketing (SEM)

Paid advertisements that appear on the search engine results page. This process involves the promotion of web properties by increasing their visibility within SERP with paid ads, like PPC.


Search Engine Optimization (SEO)

The process of increasing the quality and quantity of website traffic to a website from search engines. Web pages and other content are analyzed and ranked based on what is considered most relevant by search engines. Search engines like Google, Yahoo, and Bing use those results.


Search Engine Results Page (SERP)

A listing that is found in the search engines after a user types in a search query. Usually, the results consist of a series of organic listings and paid or sponsored search ads.


Search Network

A group of search-related websites where your ad can appear, including Google search sites and search partners. But they work on a PPC basis, so you only get paid when someone clicks on your ad.


Search Partners

These are websites that are partnered with Google to show ads on the search Search Network. These sites are then able to share the advertising profit in return. Some sites within the search partner network use Google to power their site searches functions, such as online directories and smaller search engines like Ask and AOL. You have the ability to opt-out within the Google interface, but you aren’t able to bid exclusively on search partners.


Search Query

A search query is what the user enters when searching on any search engine to find information. Your ad will appear when the user’s search includes the keywords that you are bidding on (depends on match types and other targeting options).


Search Query Report (SQR)

Also known as a “search terms report”, this allows advertisers to review what triggered their PPC ads within the search queries. This report is very valuable because it contains information about your keywords and how they are performing with users’ search terms. This will help you optimize your keywords, identify new profitable keywords and block irrelevant queries.


Seller Central

Amazon’s site used by brands and merchants to manage their items being sold on Amazon’s marketplace.


Seller Central Sponsored Product Ads

The product display advertising option for third-party merchants on the Amazon Marketplace.


Seller Central Placement Ads

Amazon display ads shown to Seller Central merchants specifically on Seller Central site.


Seller Rating Extensions

An automated extension is shown underneath your PPC text ads on Google. Once your ad is launched, the seller rating will show the overall rating of a business on a 5-star scale or in a “XX%” positive format. This rating can come from approved third parties and Google sources.

The benefits to seller rating extensions is:

  • Increased CTR – Google conducted performance tests, which they found that the advertisers who used seller rating display on their ads had a 17% rise in Click-Through-Rates.
  • Reduced Cost and Increased Quality Score – Higher Click-Through-Rate which means quality score of your PPC campaigns increase, then that will reduce the average Cost Per Click.
  • Increased Credibility, Transparency, and Visual Cue – Seller ratings show a sense of transparency. Customers trust online reviews, they’re seen as personal recommendations from other customers. Also seller ratings are a quick way for users to see and understand your service.

Shared Budgets

An AdWords budgeting option that allows advertisers to set up a single daily budget that’s shared by multiple campaigns. Instead of splitting it up along campaign distribution options. A shared budget can make it easier to stay within your budget and not spreading your budget too thin.


Sitelinks Extensions

Sitelinks are ad extensions that allow advertisers to promote up to four additional links to their website within one PPC ad. These ads can appear in ads at the top and bottom of the SERPs and for some search partners. Sitelinks need to direct the user to a different destination URL, than what your main ad is.


Snapchat Ads

Advertising platform on Snapchat that allows you to include videos, location-based filters, and interactive video lenses. These advertising options can increase brand awareness, lead users to land pages, install apps, or drive views to long-form videos.


Smart Bidding

A few automated bidding strategies are used to improve the efficiency of your ads and to help you reach a certain goal. Using Google’s Machine Learning Ads Smart Bidding you can optimize for general goals on each and every auction. There are four smart bidding strategies: Target CPA, Target ROAS, Maximize Conversions And Enhance CPC.


Structured Snippet Extensions

A feature that appears alongside your PPC search ads, allows you to showcase specific aspects of your products and services. Each structured snippet headers include brands, destinations, and courses, along with some other header options.


Text Ad

The standard type of AdWords ad, which consists of three headlines (up to 30 characters in length each) to promote your product and service. Usually one headline and two lines for descriptive text and a display and destination URL.


Text Placeholders

Placeholder variables, like {param2} and {param3}, allow users to simultaneously update multiple ads in your campaign all at once. Placeholders can be added to the ad title, ad text, display URL, or destination URL of multiple ads.


Topics Targeting

This is a targeting method that allows advertisers to place ads on other websites around the Display Network that has related content to the selected topics. Topics targeting is based on the content of the websites and how Google classifies them.


Tracking Code

A small snippet of HTML that allows you to see what customers do after they’ve clicked your ad. It is a snippet of code that you install first on your website before tracking conversions.


Traffic Estimator

Free AdWords tool that allows you to see how well a particular keyword could perform based on local and global search volume. This tool can be also used to research average prices and ad positions.


TrueView Video Ads

An ad available in four different formats: in-stream, in-slate, in-search and/or in-display. Video ads through AdWords that give viewers the choice over which messages they want to see and when.


Vendor Central

Amazon Vendor is a site for First-Party vendors to manage and sell their products. You must have a vendor central account to be able to use Amazon Marketing Services (AMS).


View-Through Conversion

Conversion tracking within Google that measures how many visitors saw your Google Display Network ad but didn’t click. This feature provides a measure of the number of online conversions that happened within 30 days after a user saw but didn’t click on a display ad.


Why Choose WebCitz for PPC Advertising?

Our in-house team of digital marketing professionals and web developers have been serving our clients since 2004. We are experts in helping you understand PPC terms, how to build successful campaigns, drive customers to your website, and target the right keywords. If you need help with PPC, please check out our PPC Tools, or give our digital marketing experts a call today at (800) 796-8263. The team at WebCitz is looking forward to meeting you!

Disclaimer: WebCitz, LLC does not warrant or make any representations concerning the accuracy, likely results, or reliability of the information found on this page or on any web sites linked to from this page. This blog article was written by Hope in his or her personal capacity. The opinion(s) expressed in this article are the author's own and may not reflect the opinion(s) of WebCitz, LLC.