All the PPC Terms Explained A Complete Glossary

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There is nothing worse than being confused by jargon used in marketing. Marketers have to deal with it, particularly when it comes to pay-per-click advertising. Many people get confused or are unable to understand various definitions and sundry terms used in marketing. Even many marketers often get perplexed looking at these concepts, they often ask what is the meaning of ppc?

PPC definitions and terminology are easy to understand if you work with paid search every day and are in and out of PPC tools all day. A person newly introduced to ppc marketing such as a new client, business, or even a SEO specialist can easily become frustrated and confused when it comes to PPC.

As a resource to help you understand the PPC terminology that you need to understand for your business, Fraction Digital has created this comprehensive glossary in alphabetical order.  In this blog we have provided you with all terms related to ppc (ppc explained ) : ppc options, definition of ppc, ppc full form, marketing ppc meaning, ppc for beginners, ppc advertising definition, ppc ads meaning, active view measurable impressions, match the marketing goal to the correct ad extension, facebook ads terminology, google ads terms

and ppc meaning in digital marketing.

Good to go? Please refer to the glossary below for a complete list of terms:

The PPC Glossary: Definition and Explanation of PPC Terms


Active View CPM or Active View Cost-Per-Thousand Impressions: It is a method of bidding which allows ppc advertising to pay for every 1,000 impressions that are viewable or for which no less than 50% of the advertisement appears on screen for at least one second.


Ad Campaign: A complete package of various ideas and themes to carry out extensive marketing onto various channels through various mediums that are SEO optimized. Finally to achieve the goals set out by the business.

Ad Copy: The content, descriptions, speech, text or even a message present in an ad which engages the audience with your brand and finally lures them into taking an action. For example sharing the post. A ad copy is successful when it provides leads for a brand. Ultimately it is method used to spread brand awareness and keep your audience constantly engaged with your brand.

Ad Delivery: A setting in the Google Ads that allows you to choose how often your ad is shown and what time is it shown. It paces your delivery through the day.


Ad Extensions: Any kind of additional information shown in conjunction with the advertisement. It could include a URL, phone number, email and even ratings about your company.


Ad Group :In advertising, an ad group is a collection of ads that are aimed at a specific group of related and relevant keywords. The ad campaign can be divided into several ad groups. The purpose of an ad group is to keep your campaign organized.

Ad Network:  It is platform that is used to sell advertising space in an auction between publishers and advertisers. Any organization that represents considerable authority in filling in as specialists among promoters and sites needing to have advertisements uses ad networks.

Ad Position: Placement of your ad in a SERP ( search engine results page) that competes with other advertisers with similar keywords. The number of paid ad positions on each page is approximately ten. On search pages, the first ad – the first ad position – usually earns the most clicks.


Ad Rank: The position of an ad based on a measure or value. A quality score is calculated by multiplying your bid by the quality score of your ad keyword. Search results are sorted by ad rank, which indicates how close an ad is to the top.

Ad Rotation: A procedure whereby various advertising is rotated between the Search Network and Display Network. This is done when the SERPs are refreshed. You can rotate it consistently or according to the best ranking advertisements.

Ad Scheduling: Assigning your ads customised to various times in the day on specific days of the week. This done so you can run your ads on the best time for engagement on the web.


Ad Status: An ad status is the message from Google indicating whether your ad can run, in accordance to its guidelines. It also informs you about the restrictions on where it is running and how can it run.


AdSense: Google’s platform that allows publishers to sell ad space on their websites to advertisers. The AdSense program matches relevant text and display ads with the content of the hosting site and the demographics of its visitors.

Advertising Policies: Rules that regulate how ads are distributed legally and promote better and more equitable browsing experiences. Advertisers can use them as guidelines for their advertising campaigns, which may include requirements for ads, keywords, or websites. Platform policies will prevent your ads from running if they violate these.


AdWords Campaign Experiments (ACE): An experimentation feature that allows you to prepare for your ad campaigns by testing bid configurations, keywords, and a variety of other factors.

AdWords Editor: Provides offline access to Google Adwords campaigns, allowing detailed changes to be made and saved.


AdWords Labels: Create ad groups based on themes, campaign types, locations, and other characteristics to make managing ads easier.

Amazon Advertising: Amazon advertises sponsored listings or ads on its website, allowing advertisers to showcase their brands more effectively.


Amazon Marketing Services (AMS): Provides PPC-based marketing services for Amazon sellers so that customers can get more information about the products they are interested in.


Analytics Content Experiments: This tool allows you to perform A/B testing on different web pages within Google Analytics. This helps you determine the value of that page.

Application Program Interface (API): Two applications can interact with each other via an interface. APIs are used by programmers to create software solutions tailored to specific needs.


Assisted Conversion: Measures a sequence of actions taken before a conversion occurs. Multichannel marketing campaigns cannot be measured effectively without it.


Audience: The specific groups of people you intend to reach with your PPC campaign based on their interests, preferences, and attitudes. A user can also be described as someone who has completed a specific action, such as visiting your website or expressing interest in your products or services.


Auto Tagging: It is a feature that allows you to auto-tag your destination URLs with Google Click Identifiers (GCLID) so you can track the performance of your Google Ads.


Automated Extensions: Google automatically creates ad extensions for you. Included in these snippets are links to your website and relevant information about your business.

Automated Rules: A feature for scheduling ads and optimizing bids to maximize exposure. Using a Google Ads feature, you can automatically adjust your ad campaign based on customized factors, such as seasonality.


Automatic Bidding: A feature that adjusts bid amounts based on the likelihood of conversions for an ad. Keeping your budget in mind, Google Ads places your bid amount so that you get the most number of clicks possible. After a competitor bids for the same keyword, your bid will automatically increase by the amount you specify.


Automatic Placements: Ad placement within a network determined by algorithms that determine the best place for the ads to be displayed.

Average Cost-Per-Click (Avg. CPC): The average amount paid per click, divided by the number of clicks an ad generates. It is the amount generated when a user comes to your landing page.


Average Position: Indicates the extent to which your ad is visible to your target audience compared with other ads.


Bid: The amount you bid for your ads that determines their ranking in comparison to your competitors’ ads. It is also know as the “Keyword Bid.” This is the maximum amount you would like to pay for clicks for keywords you are targeting with your advertising campaign.


Bid Management: Managing bids and tweaking them to get optimal results and returns on advertising. A method of setting minimum bids by grouping and optimizing keywords in order to obtain the best possible result. You can automate this process with Google features. A bid management agency like Fraction Digital can also handle this for you or you can do it manually.


Bidding Software: An application for monitoring and adjusting your bids based on the performance of your ad campaigns.


Bidding Types: Different approaches to setting bids based on impressions, conversions, and clicks in your PPC marketing plan. Cost-per-click (CPC), cost-per-thousand impressions (CPM), Active View cost-per-thousand impressions (Active View CPM), and cost-per-engagement (CPE) are four ways to bid for your targeted keywords. It is up to the advertiser to determine which method is best suited to their advertising objectives.

Bing Ads: Bing’s PPC platform which allows you to advertise on Yahoo! and Bing networks similar to Google Ads.

Bing Ads Editor: 

Pay-per-click management through the Bing search network is made easy with this platform. There are several ad groups or campaigns that can be created, adjusted, and tracked on this platform, similar to other PPC platforms.

Bing Campaign Analytics: An application used to measure and track Bing PPC campaigns.


Bounce: A user visits your website, visits a few pages, and then exits without interacting or exploring anything else.


Bounce Rate: A measure of how many single-page sessions your website generates within a given period compared to the total number of sessions generated by your website. A bounce rate is the percentage of users who leave your page after visiting it.


Broad Match: Shows your ad alongside a wide selection of search results related to your keywords.


Broad Match Modifier (BMM): Your ad will be shown in response to specific words. The plus sign (“+”) can be added before any keyword in your Google Ads list in order to set your BMM. Using this feature, your ad can be displayed whenever a search query contains your keyword or contains a misspelling, synonym, related search, or variation that is relevant.


Call Extensions: It is also known as click-to-call. Your business phone number can be displayed beneath the text of your PPC ad in Google Ads, so users can click it to call your business. For potential customers to reach you directly, make sure your ads include your phone number.

Call-To-Action (CTA): The purpose of this text is to persuade the reader to convert by taking action. Your website should encourage visitors to take action, such as visiting your store, signing up for emails, or making a purchase. Clicking on the link in your ad will direct you to your landing page, which may contain more calls-to-action.


Callout Extensions: A Google Ads feature that lets you promote offers like free delivery, low prices, or 24-hour support with your ad text.


Campaign: A collection of ad groups organized according to target audience segments, locations, and other demographic characteristics.


Change History: This feature in Google Ads allows you to view changes you have made to your PPC campaign in the past. In the tool, you can see all changes from a specific date range with an option for filtering by particular changes, including bid adjustments, status changes, and keyword additions.


Click : A click is when a user engages with an advertisement by clicking a link and is directed to a landing page. The number of people clicking on your landing page link is exactly what PPC is all about.


Click Fraud:

 An illicit activity in which a website owner or publisher repeatedly clicks on ads in order to make money from them. These clicks on PPC ads are clicked on maliciously.


Click-Through Rate (CTR): Indication of how many times the ad has been shown (impressions) against how many times the ad has been clicked. A performance measurement tool for advertising campaigns. Calculated by comparing the number of visitors to the number of clicks generated.


Click-to-Call: Provides the option to call, text, or use voice-over-internet protocol to communicate directly with a business.


Client ID: A unique identifier that you assign to each visitor to your website and allows you to track their behavior. Each Google browser or device has a 10 digit number associated with it.

Contextual Targeting: Using this type of targeting, you can publish and show ads that are relevant to the content of the page showing them.


Conversion: The act of completing an action that leads to a goal, such as purchasing a product, filling up a form or signing up for a newsletter.  A PPC campaign often aims to increase the number of conversions of a particular kind.


Conversion Optimizer: Increases conversions by aggressively bidding on keywords that reach a broader audience. It is a Google Ads feature that allows you to adjust your bids which can generate more profit.


Conversion Rate: A metric showing the number of users that converted versus the total number of visitors that enter your website. This ratio is calculated by dividing the number of conversions by the number of clicks. Analyzing how often a click leads to a conversion allows you to measure the effectiveness of your ad campaign.

Cookies: Users’ past web searches are stored in these small pieces of data. You can use these to track conversions and other market interactions. A small file used to track the preferences and searches of a user. By tracking conversions and returning visitors, search engines are able to improve their services.


Cost-Per-Acquisition (CPA): Measures how much it costs to acquire and convert new subscribers into customers. Customer generation costs on average.


Cost-Per-Click (CPC): It is used to determine how much each user interaction or click costs. Revenue is generated by a publisher based on the cost. This bidding model for digital advertising involves advertisers paying each time a user clicks on the advertisement. Running PPC campaigns, for example, requires consideration of cost per click.


Cost-Per-Conversion: The average price a conversion on your site requires. Identifies the cost of every conversion or action achieved by the user. 


Cost-Per-Engagement: Every time an ad is interacted with, the cost is averaged out. Advertisers use this PPC option to pay only when a user engages or takes a specific action on an ad.

Cost-Per-Impression (CPI): PPC option in which advertisers pay a set fee for each view of their ads. Search pages display the average cost per ad and an alternative to cost-per-click bidding.


Cost-Per-Lead (CPL): Estimates the price for generating leads or interested consumers. It is the average cost for generating a lead.

Cost-Per-Phone Call (CPP): When a user clicks on your link and places a call, you are charged for the call extension.


Cost-Per-Thousand (CPM): The cost per thousand impressions that an ad generates on the Google Display Network.


Cost-Per-View (CPV): How much advertisers spend when users watch TrueView videos on the Display Network. The average cost for per view on a video.


Customer Lifetime Value (CLV): Customer relationship value or profit is estimated based on the entire customer relationship. Describes how much profitable revenue your company will generate over a long-term relationship with a customer.



Daily Budget: The amount advertisers allocate and spend each day on their advertising campaigns.


Data Filters: These enable you to display your users the key things they are meant to know from a vast amount of information.

Day Parting: This option optimizes your ads to appear at certain times of the day that are most likely to generate conversions and attract users.


Default Max. CPC: A default bid amount that sets the maximum price you will pay when someone clicks on your ad.


Destination URL: The URL of the web page that users are directed to when they click on an advertisement.

Devices: Any device that can show PPC ads to users like desktops, smartphones, and laptops.


Dimensions Tab: Displays metrics about advertisers’ ad campaigns based on criteria they choose.


Display Campaign Optimizer (DCO): Auto-bids for Display Network ads are automated through this feature.

Display URL: This is the address of the destination page displayed with your ads, usually shortened. This is the URL that appears with your PPC ad. Alternatively, you can use a shorter URL as your destination. Make sure that each ad group only has one display URL with the same domain name as its destination URL.


Display/Content Bid: The amount you have to pay for every click generated by your ad on the Display Network.

Display/Content Network: 

Advertisements appear on websites, apps, and videos using certain kinds of media, such as images, videos, etc. These are generally a string of networked content. It is also known as Content Network.


Dynamic Ad Targeting: This feature allows your website’s ads to be specifically targeted with relevant keywords.


Dynamic Keyword Insertion (DKI): Google Ads feature that customizes your ads based on specific query terms. This Google Ads feature dynamically inserts your keyword into your ad copy instead of a string of code so it is more visible to searchers.



Editorial Review: An analysis of an advertisement before it is published to determine whether it follows the specificed guidelines.


Effective Cost-Per-Click (eCPC): Measures the cost of an advertising campaign after it has been completed or terminated. It is also known as Estimated Cost-Per-Click. It is the ratio of total earnings divided by total clicks. Your campaign’s cost-effectiveness can be determined by measuring the number of clicks you gained.


Embedded Negatives: Matching ads with variations of keywords rather than their original keywords.


Enhanced Cost-Per-Click (ECPC): This bidding option adjusts your bids based on predictions of a keyword’s performance to maximize your ROI. Using Google Ads, you can automatically manage your manual bids. Custom bids are raised and lowered for keywords predicted to convert more or less likely, increasing advertising ROI.


Exact Match: 

A search bar option that enables users to enter exact search terms as they type them. Search queries can be specified to only display ads if they match your keyword exactly.

Expanded Text Ad: These are like standard text advertisements. Mobile optimization and three headline fields are available. A 90-character text description limit is there.



Facebook Ads: Facebook’s advertising platform allows you to target any group with personalized ads based on demographic data gathered by Facebook. It is Facebook’s advertising platform that allows advertisers to target specific users among its 2.9 billion active users.


The Facebook Dynamic Ads : This feature lets you customize how your ads appear to prospective customers through ads automatically generated from an online product catalog that target users who have formerly expressed interest in your brand online.


Free Clicks: These are clicks on interactive advertisements that initiate a response without triggering a bill, as opposed to conversion-driven clicks.


Frequency Capping: Limits how many times a user sees the same advertisement across websites from the same ad network at a time. It allows you to restrict the times a user can see your ad over a specific time period.


Geofencing: This is a technology that lets you display ads only to individuals or groups located within a particular region or area.  The use of GPS to track user data and display your ads to users located within a specific geographic radius is accomplished by creating a virtual fence and tracking user data using it. There is more accuracy with this method than with geotargeting.


Geotargeting: Ads can be geotargeted by setting the city, country, or town within which they should appear. It is known as Location Targeting. You can limit your ads based on age range as well as a broader geographical region rather than geofencing. This allows you to target audience in a wider range.

Google Ads: A platform that lets you publish ads or run PPC campaigns across Google’s Search Network and Display Network. Google AdWords was the original search engine name. Google’s online advertising platform that helps advertisers manage and maximize the performance of their advertising campaigns.


Google Ads Application Programming Interface (API): A system that lets you integrate your applications with Google Ads. It simplifies the management of complex ad campaigns by allowing developers to create apps that directly integrate with their Google Ads accounts.


Google Ad Grants: 

A Google Ad Grant is a free advertising option available to NGOs on Google Ads. To develop text-based ads and design successful campaigns, qualifying non-profits are able to receive $10,000/month.


Google Analytics: Provides insights on audience interaction and behavior as well as a platform for tracking PPC campaign performance.

Google Forwarding Number: It is a telephone number that Google generates for tracking calls generated from your advertisements.


Google Merchant Center: This program allows you to display information about your products or store across Google’s network.


Google Optimize:

 The platform used by Google to test and optimize websites. A user can test their landing pages against variant pages to improve their site’s performance incrementally. A feature for running A/B tests and determining the most effective way to deliver content.



Head terms: It is these keywords or phrases that generate the most traffic that are most competitive. It is also known as “head keyword” or a “short tail keyword”. Key words with a broad meaning, such as shoes, that are short, high volume, and highly competitive. The cost of bidding for head terms is higher than the cost of bidding for lower volume, less competitive search terms.


Headline: A text ad’s headline is what catches users’ attention when they are searching for a specific product. PPC ads begin with this line. There are no more than 25 characters in it and it is the first thing users notice.

Hits: An individual keyword or phrase has the potential to generate a large number of results. It shows how many times a page has been viewed. Your PPC ad’s click-through-rate includes both new and returning visitors, allowing you to determine its effectiveness.




Image Ads: These are ads with images or graphics that provide information about your company and products or services you offer.


A website or search engine results page that displays advertisements. This is an estimate of how often your ad appears in search engine result pages or on Google Network sites.

Impression Share: An indicator of how many impressions your ads can generate compared to the number of impressions they receive. 


Instagram Ads: Instagram ia aslo a platform for advertising. Itb allows you to make videos, photos and stories that are sponsored. Content is created to attract customers and spread brand awareness.


Interest Categories: A setting in Google Ads that allows you to target audience specific to your interests.


Invalid Clicks: It is also called as Click Fraud. A click that has been generated using fraudulent applications or automated systems, such as bots.


Key Performance Indicator (KPI): 

Performance metrics that you want your advertising campaign to target. The tool also allows you to define your campaign objectives and provides insight into how you can achieve them.


Keyword: A term or phrase used to search for information, products, or services. SEOs and PPC advertisers use these to make pages appear higher after users type in search terms that match keywords exactly or are related to those keywords.


Keyword Matching Options: Optional features that allow you to create keyword strategies depending on whether you want broad or specific keyword matches. It is also known as Match Types. A broad match, a modified broad match, a phrase match, an exact match, and a negative match are among the types of matches.


Keyword Planner: Identifying related keywords and negative keywords, estimating keyword traffic volume, and determining competitors’ pages is part of Google’s keyword research tool. An online tool that lets you research keywords for PPC campaigns by analyzing their relevance, number of clicks, ranking, and other factors.


Keyword Research: It is also known as Keyword Mining. This is the process of discovering and optimizing keywords that are relevant to your target keyword. Keyword research also involves determining the user intent for a keyword.

Keyword Tool: A platform for researching and assessing keywords. Also known as keyword planner, it is a tool that helps you find keywords.


Landing Page: When you click on your PPC ad, you will land on a page that displays your destination URL.


Lead: A prospective client who matches your ideal target demographic and is eager to learn more about your products or services.

LinkedIn Ads: LinkedIn is a networking platform and  now widely runs ad as well. By creating and publishing sponsored posts on the social network, you can advertise on the platform.

Location Extensions: It is an Google Ads extension. This is the information that appears alongside advertisements showing your business’s address and contact information.


Location Targeting: Showing ads only to people in a particular location.


Long-tail Keyword: A phrase with more than two words that is more specific and has a higher conversion rate. Often, these keywords are less competitive and more precise than head terms. 


Low Search Volume: Refers to keywords that are rarely searched. Until more searches are made for them, Google Search will be inactive.


Managed Placements: You can choose which sites or placements your ads will appear on.


Manual Bidding: The ability to manually set bids for certain keywords.


Manual Tagging: Tracking UTM parameters manually is possible through third-party analytics platforms. This allows you to customize your URLs instead of automating it and passing it.

Marketing Metrics: PPC campaigns measured by values and figures.

Match Type: Choose the type of search terms and queries for which you want your ads to appear in this section.


Message Extensions: Links showing with your advertisements that allow users to message you directly.


Modified Broad Match: This feature allows you to define portions of a broad match keyword that must more or less match the query of a user.


My Client Center (MCC): A Manager Account allows you to link and manage multiple Google Ads accounts at once. It is also called as the Manager Account.


Negative Keywords: These are keywords or variations of keywords that you do not wish to be matched with your ads.


Negative Placement: Websites or locations where you don’t want to place your ads to be displayed.


New Visitor: A visitor who have not visited your website or landing page previously.



Opportunities Tab: Provides suggestions based on your budget and keyword information in the Google Ads platform that can help you optimize your PPC campaign.

Organic Search Results: Recommendations based on a user’s search.


Pay-Per-Action (PPA): Paying only when users take a specific action, such as downloading an eBook or making a purchase.


Pay-Per-Click (PPC): Allowing you to pay only when users click on a link that appears in a network such as Google or Bing, or even a social media platform such as Facebook or Linkdeln.


Pay-Per-Click Management: Managing your PPC campaign, tracking performance, and adjusting it to achieve specific marketing objectives.

Phrase Match: You can adapt your ads to match the search terms users enter into search engines.


Pinterest Ads: Pinterest’s advertising platform for creating and promoting sponsored posts. You can bookmark posts through its tool called “pins”. You can also make moodbaords for inspiration.


Placement Exclusions: This allows you to exclude specific websites from placing your ads.


Placement targeting: The option of choosing the place where your ads will appear.


Placement Tool: A tool for choosing the locations and placements of your ads on Google Display Network.


Price Extensions: Aside from your text ads, price extensions display information that is relevant to the products or services you are offering.

Primary Metric: A PPC campaign’s benchmark for ensuring optimal results.

Product Listing Ads (PLA): A form of advertising that provides more information about a product than a standard text advertisement.


Promotion Extensions: Extensions that allow users to discover special offers and how to make the most of them.


Prospect: Someone who may purchase your product in the near future. A potential customer.


Qualified Web Traffic: PPC-driven traffic from users who have already shown interest in your product.

Quality Score: PPC ads are ranked and positioned by search engines according to this score.


Reach: A measure of how many users will interact in a given period of time.


Remarketing: Communicating with previous campaign users. Remarketing content or creating ads for previously engaging customers.

Remarketing Lists for Search Ads (RLSA): An advertising feature that enables you to target users who previously engaged with your campaign with personalized ads.


Return on Ad Spend (ROAS): Using this formula, you can calculate the amount of revenue generated by a particular PPC campaign against your overall advertising expenses.


Return on Investment (ROI): A formula calculating the overall costs and income associated with PPC marketing.


Returning Visitor: Someone who revisits your website.


Sales Funnel: An illustration which shows the process of attracting, nurturing, and converting consumers into paying customers. It is similar to an infographic.

Search Engine: Search engine software or a program that allows users to find websites and digital content by searching for keywords or phrases. You can use Google, Bing, or Yahoo as examples.

Search Engine Marketing (SEM): Search engine optimization involves optimizing websites for greater search engine visibility. Boosts a brand’s ranking on Google,and other search engine results pages.

Search Engine Optimization (SEO): The process of improving the searchability of a website in order to get more traffic from search engines and attract visitors.


Search Engine Results Page (SERP): When users type a keyword or phrase into a search engine, they receive a list of results which is known as SERPs.


Search Network: Results from a search query are compiled in a collection of web pages. In addition to text ads, this is where banner advertisements are displayed.

Search Partners: Sites displaying text ads from the Search Network.

Search Query: An expression or “term”  users use to find information using a search engine.


Search Query Report (SQR): This report helps you track how your campaign performs against specific keywords and phrases.

Search Volume: How many searches are made for a specific keyword or phrase.

Seller Central: An Amazon platform for selling and shipping products directly to customers.


Seller Central Placement Ads: These advertisements appear on Amazon’s Seller Central.

Seller Central Sponsored Product Ads: Product-specific ads. On the Seller Central platform, they accompanyshopping search results and product listings.


Seller Ratings Extension: This extension displays the overall rating of a company from previous and current customers next to its text ads.


Shared Budgets: Allocation of daily funds across multiple Google Ads campaigns within the same account.


Sitelinks Extensions: Enhancements that enable users to navigate directly to specific web pages that you have on your website.

Smart Bidding: Setting bids automatically to maximize conversions.

Snapchat Ads: Snapchat’s allows you to run ads in a vertical video format.

Split Test: The process of testing different variations of ad content and selecting the best one.

Sponsored Results: Search results that display promoted advertisements above unsponsored results.


Structured Snippet Extensions: Detailed extensions that highlight your products’ features.


Text Ad: Contains only a headline, extensions, and links, and appears on Google’s Search Network.

Text Placeholders: It is a test tool for adding text and experimenting with ad variations.

Topic Targeting: This feature allows you to show ads on relevant web pages across the Google Display Network specific to your business.

Tracking Code: Coding that helps you keep track of the interactions and activities of your website’s visitors.

Traffic Estimator: This tool helps you measure your PPC campaign’s performance and the amount of traffic you receive on your website.

TrueView Video Ads: Ads are embedded on YouTube videos through TrueView Video Ads.


Unique Visitor: Visitors who click on your PPC ads at least once.

User: Someone who actively searches for products or services online and uses online content.

User ID: A unique identifier for a user.


Vendor Central: An Amazon platform where suppliers can sell their products directly in form of wholesale or retail.


View-Through Conversion: When your ad is not clicked when users visit your website first.

View-Through-Rate (VTR):  User interactions resulting from impressions or click-throughs ( called as view through rates ) are measured by this metric. 

Visitor: A user who visits a website as part of an advertising campaign, organic search, or social media campaign.

The Takeaway

In order to fully utilize pay-per-click ads as a promotion channel, businesses must understand so many terms.

It is my hope that you have found this glossary of acronyms and phrases useful for understanding some of the terminology. I hope all your questions related to : facebook ads terminology, google advertising glossary of terms, match the marketing goal to the correct ad extension answer, match each type of trueview ad to its bidding approach, adwords glossary, ppc marketing meaning, search query report definition of ad campaign etc have been answered.

We would be happy to answer any questions you may have. Is there anything we missed when it comes to PPC terms? You’re more than welcome to tell us about it. 

Khushi Kochar

Khushi Kochar

Khushi Kochar is a writer, graphic designer, and social media manager. She is an author and free verse poet at Fraction Digital, a digital marketing agency. She is traveling through the wind and stopping each day to write about her adventures. You can find her on Instagram @khushikocharr

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