Glossary
“The best SEO service I’ve come across, and I’ve used a lot!”
PPC
Pay-Per-Click (PPC).
Pay-Per-Click (PPC) advertising is a powerful way to drive targeted traffic to your website by placing ads on platforms like Google, Bing, and social media. With PPC, you only pay when someone clicks on your ad, making it a cost-effective strategy when managed properly. To get the most out of your PPC campaigns, it’s crucial to understand the terminology and metrics that underpin successful strategies.
This section of the glossary focuses on key PPC terms, helping you navigate everything from bidding strategies to performance metrics. Armed with this knowledge, you’ll be able to optimise campaigns, reduce wasted spend, and achieve a higher return on investment.
Glossary Index for: Ppc
Ad Rank
A metric used by Google Ads to determine the placement of your ad in the search results. It is influenced by bid amount, Quality Score, and expected impact of ad extensions.
Related to:
Google Ads, PPC
Click-Through Rate (CTR)
Click-through rate (CTR) is a key performance metric in digital marketing that measures the percentage of users who click on a specific link or call-to-action (CTA) after seeing it. CTR is most commonly used in contexts such as paid advertising, email marketing, and search engine optimisation (SEO) to assess the effectiveness of ads, links, or search results in driving user engagement. How is Click-Through Rate calculated? CTR is calculated by dividing the number of clicks a link receives by the number of impressions (times the link was shown), then multiplying the result by 100 to express it as a percentage. … read more
Related to:
Email Marketing, Google Ads, Google Search Console, PPC, Social Media
Conversion Rate (CR)
The percentage of users who take a desired action, such as making a purchase, filling out a form, or subscribing to a service. It’s a key performance metric for campaigns.
Related to:
CRO, Google Analytics, PPC, SEO
Cost Per Acquisition (CPA)
A key PPC metric that measures how much it costs to acquire a customer or lead. It helps advertisers track the efficiency of their campaigns and calculate ROI, focusing on the actual cost of achieving conversions.
Related to:
CRO, Google Ads, PPC
Cost per Click (CPC)
A PPC metric that calculates the amount you pay each time a user clicks on your ad. It’s crucial for managing budgets and determining the ROI of paid campaigns.
Related to:
Google Ads, PPC, ROI
Google Ads
Google Ads is the go-to platform for running pay-per-click (PPC) campaigns. It enables businesses to create highly targeted ads that appear on Google’s search results and partner websites. With options for keyword targeting, retargeting, and detailed performance tracking, Google Ads is essential for businesses aiming to drive traffic and conversions.
Google Analytics
Google Analytics is a powerful web analytics tool that tracks website traffic, user behaviour, and conversion rates. It enables businesses to measure the performance of marketing campaigns, understand user demographics, and optimise user experiences. With real-time data, marketers can make data-driven decisions to improve their website's performance and ROI. It’s essential for any marketer serious about tracking digital success.
Related to:
Email Marketing, Google Analytics, PPC, SEO, Social Media, Tools
Impressions
The total number of times an ad, post, or piece of content is displayed to users, regardless of whether it is clicked. High impressions indicate good visibility but don’t guarantee engagement.
Related to:
Google Ads, Google Search Console, PPC, Social Media
Lead Conversion Rate
Percentage of leads that convert into customers.
Related to:
CRO, Lead Generation, PPC, SEO
Paid Traffic
Visitors who land on your website through paid advertising campaigns, such as PPC ads on Google, social media ads, or display ads.
Related to:
Google Ads, PPC
Programmatic Advertising
An automated method of buying and optimising digital ads in real-time, using AI to target specific audiences with high precision. It allows for efficiency and scale across multiple platforms, often using real-time bidding.
Related to:
Artificial Intelligence, Google Ads, PPC
Quality Score
A Google Ads metric that measures the relevance and quality of keywords, ads, and landing pages. A high Quality Score lowers costs and improves ad placements.
Related to:
Google Ads, PPC
Remarketing
A digital advertising strategy that targets users who have previously visited your website or interacted with your content, helping to increase conversions and retention.
Related to:
Google Ads, PPC, User Behaviour
Retargeting
A PPC strategy that displays ads to users who have previously interacted with your website, products, or services. By re-engaging these users, retargeting helps drive them further down the funnel, increasing the likelihood of conversions.
Related to:
Google Ads, PPC
SEMrush
SEMrush is a comprehensive software platform designed to assist individuals, businesses, and digital marketing professionals in optimising their online visibility and marketing strategies. Founded in 2008 by Oleg Shchegolev and Dmitry Melnikov, the platform is widely recognised as one of the leading tools for search engine marketing (SEM), search engine optimisation (SEO), and competitive analysis. SEMrush has grown to become an industry standard for marketers and is used by millions of professionals worldwide, including in-house teams, freelancers, and large agencies. The platform offers a suite of tools that provide insights into website performance, keyword rankings, content marketing opportunities, competitor analysis, … read more
Have you seen the Futureproof SEO Strategy Breakdown Series?
It’s free content designed at helping SEO enthusiasts learn and master the art of SEO.
Have you seen the Futureproof Digital Marketing Course?
It’s a free course designed at helping digital marketing enthusiasts learn and master the art of digital marketing.