PPC Glossary of Terms:
Brainy PPC Jargon Buster

Introduction:

What You Need To Know About PPC
Terms & Meanings

Don’t know your responsive search ads from your expanded text ads? You’ve come to the right place. This is the ultimate PPC Glossary, here to answer those burning questions you’ve been putting off about PPC term definitions.

Our most experienced PPC Brains have come together to provide the simplest yet most comprehensive glossary out there – this is your opportunity to supercharge your understanding of PPC and reach new heights. So, strap yourself in, grab a hot matcha and let’s learn!

A

all PPC terms starting with A

Term: Ad campaign
What it means: An ad campaign is a set of ads with the same goal. Within an ad campaign, there are multiple ad groups which may relate to different themes or sets of keywords.
How to use it in a sentence: “This ad campaign has performed so well, I’m going to treat myself to a matcha latte!”
Other terms it relates to: Ad group / Daily budget / Keywords

Term: Ad extensions
What it means: Ad extensions are little extras you can add to a PPC advertisement (on Google) to give your viewer a little more info, and perhaps a little more encouragement to click. Ad extensions are free, and might include things like a price or special offer.
How to use it in a sentence: “Will you be using any ad extensions in this campaign?”
Other terms it relates to: Automated extensions / Callout extensions / Price extensions / Location extensions / Message extensions / Promotion extensions / Structured snippet extensions / Seller ratings extension

Term: Ad group
What it means: An ad group, or multiple ad groups, sit within a campaign, and can be used to organise sets of related keywords. Generally, you will use one ad group per bid.
How to use it in a sentence: “Will this keyword fit into this ad group?”
Other terms it relates to: Ad campaign / Bid / Keywords

Term: Assisted conversion
What it means: If your ad campaign spans multiple channels (i.e. Google, Facebook and LinkedIn), assisted conversion value measures and compares the performance of each. Essentially, assisted conversions are the conversion actions that have been assisted by ad clicks.
How to use it in a sentence: “Are you monitoring your assisted conversions? Or should you be banished to Vormir?”
Other terms it relates to: Google Analytics

Term: Audiences
What it means: Your audience is your user, but in PPC there is slightly more to it. Audiences are predefined and grouped by demographic and other factors depending on your campaign. You will target specific audiences with each campaign.
How to use it in a sentence: “I have defined my audiences and I’m ready to start running my ads!”
Other terms it relates to: Interest categories / Remarketing

Term: Automated extensions
What it means: Google likes to help PPC marketers out sometimes, and automated extensions are one of the many ways in which the performance of your ads can be improved. These extensions can be added automatically and might include locations, ratings and additional links.
How to use it in a sentence: “Aren’t we lucky to have had automated extensions added by Google?”
Other terms it relates to: Ad extensions / Automated rules / Callout extensions / Price extensions / Location extensions / Message extensions / Promotion extensions / Structured snippet extensions / Seller ratings extension

Term: Automatic bidding
What it means: Another Google Ads feature, automatic bidding helps you get the highest number of clicks possible by adjusting your bids to beat out your competitors. Google will not exceed the budget that you specify.
How to use it in a sentence: “Automatic budding helps me stay within budget and gives me peace of mind that I’m bidding as high as possible!”
Other terms it relates to: Bid / Bid management / Shared bidding / Manual bidding

Term: Auto-tagging
What it means: Auto-tagging is a Google Ads feature that supports you in managing the performance of your ads. Your destination URLs will be tagged with Google Click Identifiers (GCLID) for monitoring and reporting purposes.
How to use it in a sentence: “Enabling auto-tagging is far simpler than learning to fly The Falcon.”
Other terms it relates to: Destination URL / Manual tagging

 

B

all PPC terms starting with b

Term: Bid
What it means: Naturally, you will have competitors who are looking to have their PPC ads appear for the same keyword search. A bid is the maximum price you pay for the clicks you get on specific keywords you are targeting.
How to use it in a sentence: “The higher your bid, the more clicks you will receive. However – this won’t always lead to more conversions!”
Other terms it relates to: Ad group / Automatic bidding / Bidding types / Bid management / Shared bidding

Term: Bidding types
What it means: How you bid for your keywords. The three main bidding types include: Cost-per-click (CPC), cost-per-impression (CPI), and cost-per-engagement (CPE) – some other bidding types are also used.
How to use it in a sentence: “Which bidding type best suits your advertising goals?”
Other terms it relates to: Bid / Cost-Per-Click (CPC) / Cost-Per-Engagement (CPE) / Cost-Per-Impression (CPI)

Term: Bid management
What it means: Bid management is essentially regulating your keyword bids through grouping and other optimisations. This can be done manually, automatically or can be outsourced.
How to use it in a sentence: “Without proper bid management, you risk ROI going downhill.”
Other terms it relates to: Bid / My Client Center (MCC) / ROI

Term: Bounce rate
What it means: Your bounce rate measures the number of unique visitors who ‘bounce’ back off your website after landing on it. A ‘bounce’ is simply when a user is on your page and then leaves before viewing any other pages or taking other action.
How to use it in a sentence: “How high is your bounce rate?”
Other terms it relates to: Unique visitor

Term: Broad match
What it means: The default matching option when setting up your campaigns. Broad match means your ad will be shown whenever a search query contains your keyword (this includes any order, synonyms and related searches).
How to use it in a sentence: “Using broad match allows you to capture the highest possible volume of traffic.”
Other terms it relates to: Exact match / Keywords / Keyword matching options / Phrase match

 

 

C

all PPC terms starting with c

Term: Callout extensions
What it means: This extension by Google allows you to promote unique offers on your PPC ads. These offers can include things like free shipping.
How to use it in a sentence: “Add a callout extension to your ad and see the difference it makes to conversion rates!”
Other terms it relates to: Ad extensions / Automated extensions / Price extensions / Location extensions / Message extensions / Promotion extensions / Structured snippet extensions / Seller ratings extension

Term: Call-To-Action (CTA)
What it means: Your CTA is how you encourage people to take action. In PPC, you want users to click your ad, visit your landing page and ultimately make a purchase. You may use several different CTAs throughout this process.
How to use it in a sentence: “This CTA is performing far better than this CTA – perhaps I should experiment with others.”
Other terms it relates to: Landing page / Click-Through Rate / Experiment / Split test /

Term: Click-Through Rate (CTR)
What it means: A measurement of the number of clicks you receive versus the number of times the ad has been shown (impressions).
How to use it in a sentence: “Click-Through Rate helps you to understand ad performance and compare different campaigns.”
Other terms it relates to: Call-To-Action / Impression

Term: Conversion
What it means: The ultimate goal of your PPC ads is for them to lead to a conversion. A conversion can be signing up to a subscription, purchasing a product or filling out a form – it is the action you want your audience to take.
How to use it in a sentence: “Getting a conversion via PPC ads is simple when you’re working with expert PPC managers at The Brains.”
Other terms it relates to: Marketing metrics / Return On Ad Spend (ROAS) / Return On Investment (ROI)

Term: Cost-Per-Click (CPC)
What it means: The standard bidding model – advertisers pay an agreed fee each time a user clicks on their ad.
How to use it in a sentence: “Monitoring your CPC is crucial. If it’s too high, you need to consider how you can make changes to your campaigns.”
Other terms it relates to: Bidding types / Enhanced Cost-Per-Click (ECPC) / Return On Ad Spend (ROAS) / Return On Investment (ROI)

Term: Cost-Per-Engagement (CPE)
What it means: The average cost for any time a user interacts with your ad.
How to use it in a sentence: “CPE is one of the main bidding types.”
Other terms it relates to: Bidding types

Term: Cost-Per-Impression (CPI)
What it means: The average cost per ad shown in the search pages.
How to use it in a sentence: “CPI is another one of the main bidding types.”
Other terms it relates to: Bidding types

Term: Cost-Per-Lead (CPL)
What it means: The average cost to generate a lead.
How to use it in a sentence: “Have you checked your CPL rate recently?”
Other terms it relates to: Lead / Cost-Per-Acquisition (CPA)

Term: Cost-Per-Acquisition (CPA)
What it means: The average cost to generate a lead.
How to use it in a sentence: “Have you checked your CPA rate recently?”
Other terms it relates to: Cost-Per-Lead (CPL)

Term: Cost-Per-View (CPV)
What it means: The average cost per view of your ad (video ads only).
How to use it in a sentence: “Does your video ad have a strong CPV?”

Term: Customer Lifetime Value (CLV)
What it means: The calculation of how much value a customer could bring to your business throughout an entire relationship (e.g. repeat purchases).
How to use it in a sentence: “Do you think Tony Stark calculated his Customer Lifetime Value, or was he just lucky?”
Other terms it relates to: Remarketing

 

d

all PPC terms starting with d

Term: Daily budget
What it means: Your daily budget is the amount of money you choose to spend for your ad campaign each day. Simple enough!
How to use it in a sentence: “A super high daily budget won’t necessarily bring you great results!”
Other terms it relates to: Ad campaign

Term: Destination URL
What it means: The destination URL is the URL of your main landing page.
How to use it in a sentence: “If you don’t have a destination URL, you probably need to do a little more ground work!”
Other terms it relates to: Auto-tagging / Display URL / Manual tagging / Text ad

Term: Display network
What it means: A bunch of other places you can show your ad (for a fee, of course). The display network is made up of partnered sites and apps.
How to use it in a sentence: “If you agree to pay part of the ad’s revenue, you can use the display network and see the benefits.”
Other terms it relates to: Impression / Placement targeting

Term: Display URL
What it means: This is the URL of the landing page your viewers will go to if they click on your ad. It can be your destination URL, but is sometimes a shorter one.
How to use it in a sentence: “The destination URL has to be chosen well, and everything your potential customer could need should be on that page.”
Other terms it relates to: Destination URL

Term: Dynamic ad targeting
What it means: This is a targeting method that matches relevant searches with your ads automatically. Useful, right?
How to use it in a sentence: “Dynamic ad targeting helps you get more of your ads out in the open.”
Other terms it relates to: Topic targeting

Term: Dynamic Keyword Insertion (DKI)
What it means: Dynamically customise an ad to include user search query keywords with DKI.
How to use it in a sentence: “DKI is one of Google’s smartest features.”
Other terms it relates to: Keywords / Keyword planner 

 

e

all PPC terms starting with e

Term: Enhanced Cost-Per-Click (ECPC)
What it means: A smart feature that automatically increases or reduces your keyword bids depending on how effective the keyword is predicted to be.
How to use it in a sentence: “ECPC is designed to increase your ROI.”
Other terms it relates to: Cost-Per-Click (CPC)

Term: Exact match
What it means: Unlike broad match where your keyword matches to any variation of the term, exact match only triggers your ad when the exact keyword is used.
How to use it in a sentence: “Exact match is more precise than broad match, but may also offer fewer opportunities.”
Other terms it relates to: Broad match / Keyword matching options / Phrase match

Term: Expanded text ad
What it means: A type of ad consisting of two headings (30 characters each) and two descriptions (90 characters each). There is also an option to add a third heading.
How to use it in a sentence: “An expanded text ad increases the amount of text you can include in your ads.”
Other terms it relates to: Image ad / Text ad

Term: Experiment
What it means: A term used to describe A/B testing with PPC ads.
How to use it in a sentence: Try an ad experiment and see how you could increase your ROI.”
Other terms it relates to: Call-To-Action

 

f

all PPC terms starting with f

Term: Free clicks
What it means: If you have an interactive ad and users take action, this will not require payment from you. Hence the name, “free clicks”!
How to use it in a sentence: “Free clicks are clicks that aren’t billed.”

Term: Frequency capping
What it means: Another smart feature of Google’s that means you can stop your prospects getting frustrated after seeing your ad too many times. Cap the number of times your ad will appear to save embarrassment and the loss of a potential customer.”
How to use it in a sentence: “If only frequency capping was available on TV ads…”

 

g

all PPC terms starting with g

Term: Geotargeting
What it means: Geotargeting is a setting you can use for your campaigns to specify where your ads should be served. You can choose specific countries, regions, cities and more to help reach the most appropriate people.
How to use it in a sentence: “Use geotargeting to specify where in the world your ads will be seen.”
Other terms it relates to: Dynamic ad targeting / Topic targeting

Term: Google Analytics
What it means: Google Analytics is a free website optimisation service full of exciting insights and data that a business should never be without!
How to use it in a sentence: “All businesses should take advantage of the data collected in Google Analytics.”
Other terms it relates to: Assisted conversion

Term: Google Optimise
What it means: Google Optimise is a website testing and optimisation platform.
How to use it in a sentence: “Improve your site’s performance with insights and data from Google Optimise.”

h

all PPC terms starting with h

Term: Headline
What it means: This is the first line of your ad and is usually limited to 25 characters.
How to use it in a sentence: “The headline is the first thing users will see – so make it impactful!”
Other terms it relates to: Text ad / Split test

 

i

all PPC terms starting with i

Term: Image ads
What it means: Ads that include a graphic element. It’s as simple as that!
How to use it in a sentence: “Image ads don’t always result in more engagement. It all depends on whether the ad type is right for your product / service.”
Other terms it relates to: Text ads / Expanded text ads

Term: Impression
What it means: The number of times your ad is shown in the Search Engine Results Page (SERP)s or the Display Network.
How to use it in a sentence: “Impressions count for a lot, but don’t necessarily lead to conversions.”
Other terms it relates to: Click-Through Rate (CTR) / Display network / Search Engine Results Page (SERP) / View-Through-Rate (VTR)

Term: Interest categories
What it means: A way to reach different audiences based on their interests. Choose from a range of interest categories to tailor your ads specifically to people who will be interested in them.
How to use it in a sentence: “There are various interest categories to choose from, including travel, food and fashion.”
Other terms it relates to: Audiences

 

k

all PPC terms starting with k

Term: Key performance indicator (KPI)
What it means: A KPI is how you will measure the success of your campaigns. For example, you might be looking to achieve a certain number of conversions.
How to use it in a sentence: “Is your business hitting its KPIs? If not, why not get some support from PPC experts at The Brains?”

Term: Keywords
What it means: What PPC is all about! A keyword is what a user will type into the search engine. Choose the right keywords and your ad will appear in front of conversion-ready prospects.
How to use it in a sentence: “Selling a lightsaber? You might want to target keywords such as best energy sword, plasma weapon or tools for Jedis.”
Other terms it relates to: Ad campaign / Ad group / Broad match / Exact match / Phrase match / Dynamic Keyword Insertion (DKI) / Long-tail keywords / Negative keywords / Search volume / Sponsored results

Term: Keyword matching options
What it means: Keyword matching options help you define what will trigger your ad to appear. You might choose broad match, exact match or phrase match.
How to use it in a sentence: “Each keyword matching option has its own benefits. The best one for you all depends on your campaign goals.”
Other terms it relates to: Broad match / Exact match / Keyword research / Negative keywords / Phrase match

Term: Keyword research
What it means: Absolutely essential to any PPC campaign, keyword research is the process of finding the ideal keywords relating to your product or service that users are actually searching for.
How to use it in a sentence: “Keyword research is what helps you ensure your campaigns are optimised properly, and also helps you to assess user intent.”
Other terms it relates to: Keywords / Keyword planner / Negative keywords

Term: Keyword Planner
What it means: Keyword Planner is Google’s own keyword research tool.
How to use it in a sentence: “Keyword Planner helps campaign managers assess search volume of keywords and ensure they are choosing the most appropriate keywords for their campaigns.”
Other terms it relates to: Dynamic Keyword Insertion (DKI) / Keyword research

 

l

all PPC terms starting with l

Term: Landing page
What it means: What your PPC ad links through to. It’s important to make sure all relevant information is on your landing page so that users have a higher chance of converting.
How to use it in a sentence: “Users will find themselves on your landing page after clicking on your PPC ad.”

Term: Lead
What it means: A prospect who has not yet converted, but who has shown interest in your business – for example, by viewing or clicking an ad.
How to use it in a sentence: “Additional lead generation efforts can help you to ensure you are capturing all potential prospects.”
Other terms it relates to: Cost-Per-Lead (CPL)

Term: Location extensions
What it means: Another type of ad extension from Google, location extensions allow you to add your business address and contact number.
How to use it in a sentence: “Location extensions are particularly useful for small or local businesses.”
Other terms it relates to: Ad extensions / Callout extensions / Price extensions / Automated extensions / Message extensions / Promotion extensions / Structured snippet extensions / Seller ratings extension

Term: Long-tail keywords
What it means: Keywords consisting of more than one word, often less competitive than normal keywords.
How to use it in a sentence: “Long-tail keywords are often referred to as the low-hanging fruit – easy to reach with great rewards.”
Other terms it relates to: Keywords / Low search volume

Term: Low search volume
What it means: Low search volume refers to when keywords are not being used or searched for according to the search engine data. Keywords with higher search volumes will be the most competitive.
How to use it in a sentence: “Long-tail keywords often have a low search volume, but can still be highly rewarding!”
Other terms it relates to: Long-tail keywords / Search volume

m

all PPC terms starting with m

Term: Manual bidding
What it means: A bidding option that allows you to manually select specific bids for different keywords. Automatic bidding is also available.
How to use it in a sentence: “Manual bidding is more time consuming, but does allow for greater control.”
Other terms it relates to: Automatic bidding / Shared bidding

Term: Manual tagging
What it means: The manual option for tagging your destination URLs to your PPC ads.
How to use it in a sentence: “Manual tagging means you have more flexibility over your destination URLs.”
Other terms it relates to: Auto-tagging / Destination URL

Term: Marketing metrics
What it means: Measurable values to keep in mind when running any kind of campaign.
How to use it in a sentence: “Marketing metrics in PPC can include clicks, leads and conversions.”
Other terms it relates to: Conversion / Primary metric / View-Through-Conversion

Term: Message extensions
What it means: Another Google Ads extension feature that allows you to add messaging capabilities.
How to use it in a sentence: “With message extensions, customers can contact you directly with ease.”
Other terms it relates to: Ad extensions / Automated extensions / Callout extensions / Price extensions / Location extensions / Promotion extensions / Structured snippet extensions / Seller ratings extension

Term: My Client Center (MCC)
What it means: Where you can go to manage all of your Google Ad accounts.
How to use it in a sentence: “MCC is particularly useful if you have more than one ad account.”
Other terms it relates to: Bid management

n

all PPC terms starting with n

Term: Negative keywords
What it means: These are keywords that you choose not to be associated with your ads. For example, search queries containing negative keywords will never bring up your ad.
How to use it in a sentence: “Keep your site visitors qualified by adding negative keywords to your campaign.”
Other terms it relates to: Keywords / Keyword research / Keyword matching options / Negative placement

Term: Negative placement
What it means: Negative placement is choosing when your ads will not appear on certain sites.
How to use it in a sentence: “Negative placement keeps your ads relevant and helps them perform better.”
Other terms it relates to: Negative keywords

о

all PPC terms starting with о

Term: Organic search results
What it means: Results in the search engine that are not paid for are called organic search results.
How to use it in a sentence: “Organic search results are those that appear naturally. You need SEO to help with your performance there.”

p

all PPC terms starting with p

Term: Phrase match
What it means: Phrase match is a keyword matching option, meaning searches using slight variations of your chosen phrase or keyword will display your PPC ads.
How to use it in a sentence: “Phrase match sits somewhere between broad match and exact match.”
Other terms it relates to: Broad match / Exact match / Keyword matching options

Term: Placement targeting
What it means: A targeting option that allows you to select where in the display network your ads will be seen.
How to use it in a sentence: “Placement targeting means you have more control and flexibility over where your PPC ads are seen.”
Other terms it relates to: Display network

Term: Price extensions
What it means: Another extension feature that allows you to display your products/services and their prices underneath your ad.
How to use it in a sentence: “Showcase your prices with price extensions to give your user the transparency they need in order to assist the conversion.”
Other terms it relates to: Ad extensions / Callout extensions / Message extensions / Location extensions / Automated extensions / Promotion extensions / Structured snippet extensions / Seller ratings extension

Term: Primary metric
What it means: The marketing metric you deem most important for your advertising campaign.
How to use it in a sentence: “Leads are my primary metric for this campaign.”
Other terms it relates to: Marketing metrics

Term: Product Listing Ads (PLA)
What it means: A type of PPC ad that is more focussed around specific products, and includes information such as price, images and brand details.
How to use it in a sentence: “A PLA is sometimes referred to as a Google Shopping Ad.”
Other terms it relates to: Text ad

Term: Promotion extensions
What it means: A great way to quickly boost clicks, promotion extensions allow you to display any sales and offers you are currently using.
How to use it in a sentence: “Promotion extensions are free to add to your PPC ads.”
Other terms it relates to: Ad extensions / Callout extensions / Message extensions / Location extensions / Automated extensions / Price extensions / Structured snippet extensions / Seller ratings extension

Term: Prospect
What it means: Someone who is potentially interested in your product / service and is moving through the sales funnel.
How to use it in a sentence: “A user needs to fit your target market to be considered a prospect.”
Other terms it relates to: Sales funnel

q

all PPC terms starting with q

Term: Qualified web traffic
What it means: Visitors to your website who are ‘qualified’ by their likelihood to convert. For example, they may be a returning customer, may have interests similar to those of your typical customers or may have clicked on multiple PPC ads.
How to use it in a sentence: “Qualified web traffic is always more likely to convert.”

Term: Quality score
What it means: A score that shows the relevancy of your keywords in relation to the ads themselves and the liked landing pages you are using.
How to use it in a sentence: “Quality score is determined by a number of factors, and can support you in campaign optimisation.”
Other terms it relates to: Broad match / Exact match

r

all PPC terms starting with r

Term: Reach
What it means: The number of users who view a single ad.
How to use it in a sentence: “The reach with this ad has been so impressive!”
Other terms it relates to: Search partners

Term: Remarketing
What it means: Remarketing is also known as retargeting, and refers to different ads being displayed to the same visitors, or sets of visitors who have clicked on ads previously, to increase the chances of conversion.
How to use it in a sentence: “There are a number of ways to build remarketing campaigns. Speak to The Brains to find out how to get started.”
Other terms it relates to: Audiences / Remarketing Lists For Search Ads

Term: Remarketing Lists For Search Ads (RLSA)
What it means: The lists of users that you will target with remarketing ads. These users will have taken previous action either on your ads or on your site.
How to use it in a sentence: “Optimise your RLSAs to increase conversion opportunities.”
Other terms it relates to: Remarketing

Term: Return On Ad Spend (ROAS)
What it means: The ratio of money lost on ad spend to money gained through conversions that have been facilitated by these ads.
How to use it in a sentence: Improve your ROAS by making sure your PPC landing pages are well optimised.
Other terms it relates to: Conversions / Cost-Per-Click

Term: Return On Investment (ROI)
What it means: The ratio of money lost on marketing investments to money gained.
How to use it in a sentence: “The Brains is an ROI-driven agency.”
Other terms it relates to: Bid management / Conversions / Cost-Per-Click

s

all PPC terms starting with s

Term: Sales funnel
What it means: The process you are aiming to guide your prospects through (i.e. from awareness to conversion).
How to use it in a sentence: “It’s important to consider the sales funnel when you are deciding who to target with which specific ads.”
Other terms it relates to: Prospect

Term: Search Engine Results Page (SERP)
What it means: The page that users see after submitting a search query, containing links through to relevant web pages and the top PPC ads.
How to use it in a sentence: “The SERPs will display both organic and paid results.”
Other terms it relates to: Search query / Sponsored product ads

Term: Search partners
What it means: Partner sites of Google. You can have your ads also appearing on these partner sites if you pay a portion of the generated profits.
How to use it in a sentence: “Displaying ads with search partners can be a great way to increase your reach.”
Other terms it relates to: Reach

Term: Search query
What it means: Quite simply, this is the term, phrase or keyword that a user will enter into a search engine to return a Search Engine Results Page (SERP)
How to use it in a sentence: “If a user’s search query contains any keywords you are bidding for, they will see your ad in the SERPs.”
Other terms it relates to: Search Engine Results Page (SERP)

Term: Search volume
What it means: The estimated number of searches for a specific keyword, usually calculated as a monthly estimate.
How to use it in a sentence: “A keyword’s search volume will determine how difficult it is to rank for.”
Other terms it relates to: Keywords / Low search volume /

Term: Seller ratings extension
What it means: An extension from Google that allows you to show your company ratings.
How to use it in a sentence: “Displaying high ratings beneath an ad will help your prospects develop trust in your business.”
Other terms it relates to: Ad extensions / Callout extensions / Price extensions / Automated extensions / Location extensions / Message extensions / Promotion extensions / Structured snippet extensions

Term: Shared budgets
What it means: Google Ads offers this budgeting option for those who are managing multiple campaigns. You can share your paid budget across your campaigns and have a simpler overview of your spend.
How to use it in a sentence: “Avoid spreading your budget too thin by managing your finances with shared budgets.”

Term: Smart bidding
What it means: Using machine learning, a smart bidding strategy can help you to increase conversions. This automated strategy involved tailoring bids to specific contexts.
How to use it in a sentence: “Smart bidding is like an infinity stone for PPC!”
Other terms it relates to: Automatic bidding / Manual bidding /

Term: Split test
What it means: Also known as A/B testing, split testing is vital to ensure the best chances of success in your ad campaigns. It involves testing one element of an ad (for example, the CTA, the headlines or the targeting) to see whether one version of the ad performs better than the other.
How to use it in a sentence: “The Brains can support you in defining where an ad needs to be split tested at various intervals during your campaign progression.”
Other terms it relates to: Call-To-Action (CTA) / Headline

Term: Sponsored product ads
What it means: Ads generated via Amazon but that still appear in the main Search Engine Results Pages (SERPs).
How to use it in a sentence: “Sponsored product ads will link to your Amazon product page.”
Other terms it relates to: Search Engine Results Page (SERP)

Term: Sponsored results
What it means: This is simply another term used to describe Google Ads. Sponsored results are links that appear in the results pages that have been optimised to be displayed when a specific keyword or phrase is searched for by a user.
How to use it in a sentence: “Is your ad appearing among the sponsored results for this term?”
Other terms it relates to: Keyword

Term: Structured snippet extensions
What it means: Another Google ad extension – with a structured snippet extension, you can display more information (as a features list) about specific products.
How to use it in a sentence: “Structured snippet extensions are useful if you are promoting offers on specific products.”
Other terms it relates to: Ad extensions / Callout extensions / Price extensions / Automated extensions / Location extensions / Message extensions / Promotion extensions / Seller ratings extension 

t

all PPC terms starting with t

Term: Text ad
What it means: A standard ad. Text ads will usually consist of a headline and 2 description lines which are limited in terms of character length.
How to use it in a sentence: “A text ad always needs a destination URL, just like the Doctor always needs a sonic screwdriver.”
Other terms it relates to: Expanded text ad / Headline / Destination URL / Product Listing Ad (PLA)

Term: Topic targeting
What it means: A targeting method using certain content topics as the basis. You can choose your ads to be displayed on similar sites to yours.
How to use it in a sentence: “Topic targeting is based on website content, so make sure yours is relevant.”
Other terms it relates to: Dynamic ad targeting / Geotargeting

Term: Tracking code
What it means: A code that tracks the activity of a user. With tracking code you can see where a user goes after they have clicked on an ad or visited your site.
How to use it in a sentence: “A tracking code is a snippet of Javascript.”
Other terms it relates to: User

Term: Traffic estimator
What it means: A free tool that can predict how well specific keywords will perform in your campaign.
How to use it in a sentence: “Traffic estimator can use local and global search data.”

u

all PPC terms starting with u

Term: Unique visitor
What it means: The individual users who visit your site.
How to use it in a sentence: “Unique visitors are not counted as repeat visitors. This gives you a better idea of who is actually visiting your site.”
Other terms it relates to: Bounce rate / User

Term: User / User ID
What it means: A user is anyone who will be able to convert online. A User ID identifies a specific user with a tag.
How to use it in a sentence: “How many users have clicked your best performing PPC ad?”
Other terms it relates to: Tracking code / Unique visitor

v

all PPC terms starting with v

Term: View-Through-Conversion
What it means: This metric measures the number of users who see your ad, don’t click on it but still convert – for example, by finding your site organically.
How to use it in a sentence: “View-Through-Conversions are measured each 30 days.”
Other terms it relates to: Marketing metrics

Term: View-Through-Rate (VTR)
What it means: This measures the number of ad views in relation to the number of impressions.
How to use it in a sentence: “If your View-Through-Rate is at an all-time low, talk to The Brains!”
Other terms it relates to: Impression 

w

all PPC terms starting with w

Term: Website Optimizer
What it means: A smart tool used to help test the effectiveness of your website pages.
How to use it in a sentence: “You can use Website Optimizer to test different versions of the same landing page, to see which generates more conversions and why.”