PPC marketing is an integral part of digital marketing. To know if your campaigns are working or not, you must understand the common terms used in this strategy.
Here are the common terms you need to know to better understand PPC or Pay-Per-Click marketing as listed by Cybertegic, your trusted digital marketing company in Los Angeles:
Campaign
The campaign refers to a group of Ad groups that are managed under the same budget and settings. These settings include location, targeting, network, and device preferences.
Impressions
Impressions are the times your ad is served. Whether your ads are on the top of the page or bottom, it will count as an impression if your ad is served.
Ad Group
Ad Group is a group of keywords and ads that are shown together.
Keyword
The keyword is the word you put into your advertising account that you would like to target.
Clicks
Clicks are the times your ad has been clicked by search users.
Query
The query is the actual word a search user typed into the search engine box. This query is then matched to your Keywords using the Match Type limitations that you have set.
Bid
The bid is the amount of money you would like to pay for a click. And with Google’s Enhanced Campaigns and other bid modifiers, your cost-per-click might be higher than your bid on some occasions.
Placement
Placement is the website you would like your Google Display Network ad to show.
Click-Through-Rate (CTR)
Click-Through-Rate (CTR) measures the quality of ad relevance to the keyword and the effectiveness of the ad.
Cost-Per-Click (CPC)
Cost-Per-Click is the amount you pay every time a user clicks on your ad. This is often lower than your bid.
Average Position
The average Position is the Position where your ad is served. For example, if your Average Position is 5. It means that your ad shows half the time in position 1 and half the time in position 10.
Quality Score
Quality Score is the estimate of how relevant your ads, keywords, and landing page are to a search user seeing your ad. It uses factors including CTR and landing page copy. Higher Ad Quality Scores typically lead to lower costs and better ad positions.
Google Display Network
Google Display Network is the network of websites that show ads from Google Ads accounts. There are multiple ways to target this, including contextual targeting and ad placement.
