PPC Glossary of Terms
A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups. A Campaign is comprised of several Ad Groups. An Ad Group consists of one or more ads, keywords, placements, or other targeting methods.
Bounce Rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page).
A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Your AdWords account can have one or many ad campaigns running.
- Each campaign consists of one or more Ad Groups, a budget, language and location settings, distribution settings for the Google Network, and other settings.
A click is when a user interacts with your ad by clicking on it, typically showing an intention to visit your website and learn more about what you offer.
A click is counted when a person attempts to reach your site by clicking your ad, even if the person doesn’t reach your site or if your site is temporarily unavailable.
The “CPC” or Cost Per Click depends on several factors such as your quality score, your CPC bid, time of day and other factors.
Click Through Rate (CTR)
A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing.
CTR is the number of clicks that your ad receives divided by the number of times your ad is shown (Impressions).
Each of your ads and keywords has their own CTR that you can see listed in your account.
A high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword’s Quality Score which can affect your costs and ad position.
You can use CTR to gauge which ads and keywords are successful for you and which need to be improved. The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.
How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network.
Each time your ad appears on Google or the Google Network, it’s counted as one impression.
Impression share is the percentage of impressions you received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads’ targeting settings, approval statuses, bids, and Quality Scores. Data is available at the campaign and ad group levels.
An easy way to understand the value of impression share is to think of the online advertising landscape as a delicious pie. You and your competitors are each trying to nab the biggest slice of that pie. By tracking your impression share metrics, you’re keeping tabs on the size of your slice compared to the rest of the pie, which is being divided up and eaten by your competition!
Other available impression share metrics include:
Lost IS (budget): The percentage of time that your ads weren’t shown due to insufficient budget. This data is available at the campaign level only.
Lost IS (rank): The percentage of time that your ads weren’t shown due to poor Ad Rank. Note: Lost IS (rank) won’t be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined.
Exact match IS: The percentage of impressions that you received for searches that exactly matched your keyword divided by the estimated number of exact match impressions you were eligible to receive. This data is only available for campaigns and ad groups in the Search Network.
Natural or Organic Search vs. PPC Advertising
Natural or Organic search results are listings on search engine results pages that appear because of their relevance to the search terms entered. In contrast, non-organic or PPC search results may include pay per click advertising.
A measurement of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores can lead to a lower “CPC” or Cost Per Click and better ad positions; Higher Quality Score = You PAY LESS and GET MORE!
- A Quality Score is calculated every time your keyword matches a customer’s search. You can get a sense of your keywords’ Quality Score for the Search Network in the “Keyword Analysis” field of your account.
- A high Quality Score means that your ads, keywords, and landing page seem to be very relevant to what a customer is searching for and also relevant to one another.
- Your Quality Scores will affect your ad position on the page as well as your prices (CPC or Cost Per Click).
- Quality Score is evaluated depending on where your ad appears; meaning that you have a different Quality Score on Search and Display Network sites, as well as a slightly different formula for mobile devices.
What is Google Analytics?
Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment, increase conversions, and make more money on the web.