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Glossary
Pay-Per-Click Abbreviations
CPA (Cost Per Acquisition / Action): The cost incurred by you (the advertiser) after a customer has completed a designated action such as a purchase, joined a newsletter or submitted an email. Synonymous with CPL.
CPC (Cost Per Click): The amount you will be charged for a particular keyword or phrase. Same as PPC. The higher the CPC the higher the ad is on the page.
CPL (Cost Per Lead): The cost incurred by you after a customer has completed a designated action such as a purchase, joined a newsletter or submitted an email. Synonymous with CPA.
CPM (Cost Per 1000 Impressions): The cost you incur each time a 1000 impressions of your ad are shown.
CTR (Click through Rate): The number of clicks your ad receives divided by the number of times your ad is shown (impressions).
SEO (Search Engine Optimization): Method used to alter a website so that it does well in the organic / natural listings of a search engine.
SEM (Search Engine Marketing): Method by which your website is marketed, making it more visible to customers/clients searching for you on search engines such as Google and Yahoo.
PPC (Pay Per Click): Normally refers to the search engine that is offering the service such as Google, yahoo etc. Also the amount an advertiser will be charged for a particular keyword or phrase. Synonymous with CPC.
ROI (Return on Investment): Is the profit generated after the cost of advertising has been taken into account. Shown as a percentage. ROI I= (Revenue-Cost) / Cost.
URL (Uniform Resource Locator): This is any web address e.g. http://www.mezzaninemarketing.co.uk
Glossary of Terms
Note, these terms are not used in the same way by all the PPC search engines
A B C D E F G H I J K L M N O P Q U R S T U V W X Y Z
Ad Group: This contains related keywords / phrases which are used for a specific product or service that is being offered in the ad.
Ad position / rank : In sponsored (PPC) search this is the position of your ad in relation to the search page. Ads may appear towards the very top of the page, right of the page and at the bottom. The middle portion of the page is where natural (non-paid) listings occur.
Budget: This is the budget for your ads for any particular month. This budget will normally be divided into a daily budget for any account or campaign. The daily budget may be either over or under the set amount each day but you monthly budget will remain very close to the set amount.
Campaign: A Campaign can be used to target your product to specific locations, languages or a budget. Campaigns may have numerous Ad groups associated with them.
Content Match: A way to display your ad on specific website whose customers may also be interested in your product.
Cost-per-click (CPC): The maximum amount you are willing to pay for a specific keyword / phrase, each time a user clicks on your ad. The higher the CPC the higher your ad is on the page.
Cost-per-thousand impressions (CPM). You can target specific site and pay for the number of time your advert is shown i.e. cost-per-1000-impressions.
Destination URL: This is the specific page that a web user is sent to when they click on your ad e.g. http://www.mezzaninemarketing.co.uk
Impression (Impr.):This is the number of times you ad is show on a specific search engine. With keyword targeting you only pay when a customer clicks on your advert. With CPM (as above) you pay after you advert has been shown 1000 times.
IP address :(internet protocol address): The address of a computer which connects to the internet and visits a particular site. The IP address can be used to identify the country and frequency of a visitor.
Keyword / Phrase: A list of keywords that are specific for the product you are trying to promote. E.g. if you sell English tea then you can use ‘English Tea’ as a keyword/phrase, so that when a customer is searching the web your advert will appear when the enter the specific keyword.
Keyword Matching / Match Type: These include – Broad – Exact – Phrase – Negative keywords. In the right hands these options can better target your keywords which can lead to decreased costs and better return on investment.
Landing page: The particular web page on which customers will be taken to (land) when they click your ad after they have carried out a search for a particular keyword.
Local Sponsored Search: You can target ads to customers in precise geographic regions by using geographic related keywords within your keyword list.
Logs files / server log file: The method by which a record of a users activity are noted onto the server. The log files may have information such as the users IP address, the keyword they have used to enter your site,. How long they have stayed on your site etc.
Max CPC / Maximum Bid: The maximum amount you are willing to pay for a specific keyword / phrase, each time a user clicks on your ad. The higher the CPC the higher your ad is on the page.
Minimum CPC / Minimum bid: The lowest amount you are willing to pay for your ad to be shown. This can vary from 0.05 -0.10 pence depending on the PPC provider.
Natural Listings: Also known as organic listings. These listings appear for free on search engine pages. The technique to get better listings is know as SEO.
Organic search results: See Natural listings
Paid search: See Sponsored search
Quality Score: Used by Google to measure the quality and relevance of your ads and determines your minimum CPC bid for Google and the search network. This score is determined by your keyword's clickthrough rate (CTR) on, ad text relevance, keyword and
Search engine: An internet site such as Google or Yahoo which helps users find WebPages which are related to the specific keyword that they have typed into the search panel.
Sponsored search / Paid search: Involves the payment via pay-per-click (PPC) search methods to have your ad shown for a specific keyword or phrase.
URL (Uniform Resource Locator): This is the specific page that a web user is sent to when they click on your ad.
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