PPC Terminology

Before entering any industry, it is important to know the terminology, and how it applies to you.

Bounce Rate: The number of users who enter your site, but “bounce” off without visiting any other pages. However, this isn’t always attributed to disinterest—it is also possible that your site visitor found what they needed on the first page.

Click-Through Rate (CTR): The number of times a customer clicks on an ad vs. the number of times an ad was PPC Leadsdelivered. This is an effective method for measuring the success of your PPC campaign.

Conversion: A conversion can be measured with different standards, including the completion of a sale, filling out an online form, downloading an information packet, etc.

Impressions: The amount of times that your ad is shown in a PPC network within a given period of time.

Key Performance Indicators (KPI): Measurable metrics that your company uses to determine the success of your PPC campaign. These can be successful sales, leads, page views, lower bounce rates, etc.

Landing Pages: The page on which your visitor lands after clicking on your ad.

Quality Score: A score given by Google AdWords that measures the relevance of a keyword to the ad, as well as the page to which users are directed.

Remarketing: Users who have previously visited your page will see your ads. They may also see your ads if they are searching through pages that are relevant to your products and services.

Remarketing Lists for Search Ads (RLSA): This is a feature that allows you to customize your search ad campaigns depending on whether or not they have previously visited your site. You can specifically tailor your bids and ads to those visitors.

Return on Advertising Spending (ROAS): This represents the dollars you earned vs. the dollars you spent on advertising and PPC costs.

Unique Visitor: A new visitor who drops by your page once within a certain period of time.