Confused? 10 common paid search (PPC) terms explained

we explain 10 the most common and important PPC terms used, find out more in this blog

Whether you’re a new or seasoned Marketeer, PPC acronyms and terms can be confusing at first. Well let us set the story straight and explain what are probably the 10 most useful ones you need to understand to start managing your campaign successfully. The first term known as….

Ad group

Is an area where you can view a set of your keywords, ads and bids and this is the key area where you manage your account and keep it organised. Each campaign would normally have multiple ad groups and within those ad groups you would then have multiple keywords in there. Ad groups should be managed so the keywords within are relevant to the ad group type.

Ad delivery

Determines the speed at which Google will spend your budget each day, it can either be spread throughout the day or you may want some increased advert spend to appear higher up to beat your competitors.

Ad rotation

Determines how frequently your ads will be displayed. You’ll be able to choose how often an ad should be displayed during the day and also allows you to determine which ad should display more due to their success or lack of.

Ad extension

Is an extra area on the ad where you can display extra information which could include important information, such as your phone number, site links and ratings.

Average positioning

Is the position that your ad is displayed within the search results, so if it’s a position 2.3 it means you will generally be shown between second or third position.


Are recorded when a potential customer has performed an action that you have previously assigned, which could be submitting a form or calling your telephone number directly.

Conversion Rate

The next item up is the conversion rate this is basically the number of clicks divided by the number of conversion, this shows how may people who are clicking on your ad are  then completing a conversion.

Cost-per-click (CPC)

Is the amount that you are charged when a user clicks on your ad each time, the cost will vary generally depending upon how competitive the advert is, although there are other factors that affect their such as more people advertising paying more will also increase the advert cost per click.


Is the amount of times that an advert has been displayed when a user has made a search and has been visible on the Google search results page that the users views. Even though it may be on the users’ page it’s just an impression, as they haven’t yet clicked the advert.

Click-through-rate (CTR)

Is the number of impressions the ad has been viewed divided by the number of clicks. The amount of the click through rate demonstrates how effective the advert is and the effectiveness of its call to action.

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