PPC Glossary Terms
This PPC glossary is organized into beginner-friendly categories so you can quickly find terms related to pay-per-click advertising, Google Ads, bidding, keywords, targeting, landing pages, conversions, and campaign optimization.
Core PPC Concepts
- Ad Impression Share
- Ad Rank
- Attribution Model
- Auction System
- Automated Bidding
- Bidding Strategy
- Buyer Intent
- Campaign Objective
- Click-Through Rate (CTR)
- Conversion Rate (CVR)
- Conversion Tracking
- Cost-Per-Acquisition (CPA)
- Cost-Per-Click (CPC)
- Cost-Per-Lead (CPL)
- Cost-Per-Thousand Impressions (CPM)
- Cost-Per-View (CPV)
- Impression
- Lost Impression Share
- Manual Bidding
- Marketing Funnel
- Pay-Per-Click (PPC)
- Quality Score
- Return on Ad Spend (ROAS)
- Return on Investment (ROI)
- Smart Bidding
Campaign Structure
- Account Structure
- Ad Group
- Ad Scheduling
- Audience Layering
- Bid Adjustment
- Broad Match
- Campaign
- Campaign Budget
- Daily Budget
- Dayparting
- Device Targeting
- Exact Match
- Geo-Targeting
- Keyword
- Keyword List
- Keyword Theme
- Language Targeting
- Location Targeting
- Match Type
- Negative Keyword
- Phrase Match
- Portfolio Strategy
- Radius Targeting
- Search Term
- Shared Budget
Keyword and Targeting Terms
- Affinity Audiences
- Audience Targeting
- Branded Keywords
- Commercial Intent
- Competitor Keywords
- Custom Audiences
- Demographic Targeting
- Informational Intent
- In-Market Audiences
- Keyword Clustering
- Keyword Difficulty
- Keyword Expansion
- Keyword Mining
- Keyword Planner
- Keyword Research
- Keyword Segmentation
- Long-Tail Keywords
- Navigational Intent
- Negative Match Types
- Non-Branded Keywords
- Search Intent
- Search Query Report
- Search Volume
- Short-Tail Keywords
- Transactional Intent
Ad Formats and PPC Ad Types
- App Promotion Ads
- Banner Ads
- Call Ads
- Carousel Ads
- Discovery Ads
- Display Ads
- Dynamic Search Ads
- Expanded Text Ads
- Gmail Ads
- HTML5 Ads
- Image Ads
- Interactive Ads
- Lead Form Ads
- Native Ads
- Non-Skippable Ads
- Overlay Ads
- Performance Max Campaigns
- Product Listing Ads (PLA)
- Responsive Search Ads
- Retargeting Ads
- Shopping Ads
- Skippable Ads
- Text Ads
- Video Ads
- YouTube Ads
Ad Components
- A/B Testing
- Ad Approval
- Ad Copy
- Ad Relevance
- Ad Rotation
- Ad Variations
- Call-to-Action (CTA)
- Character Limits
- Description
- Display URL
- Dynamic Keyword Insertion (DKI)
- Editorial Review
- Final URL
- Headline
- Keyword Insertion
- Path Fields
- Pinning
- Policy Compliance
- Unique Selling Proposition (USP)
- Value Proposition
Ad Extensions and Assets
- Affiliate Location Extensions
- App Extensions
- Automated Extensions
- Business Name Asset
- Call Extensions
- Callout Extensions
- Image Extensions
- Lead Form Extensions
- Location Extensions
- Logo Asset
- Price Extensions
- Promotion Extensions
- Seller Ratings
- Sitelink Extensions
- Structured Snippets
Bidding and Optimization
- AI Bidding
- Auction Insights
- Bid Adjustments
- Bid Simulator
- Bid Strategy Learning Phase
- Budget Pacing
- Conversion Value Optimization
- Device Bid Modifier
- Enhanced CPC (ECPC)
- Impression Share Strategy
- Location Bid Modifier
- Max CPC
- Maximize Clicks
- Maximize Conversions
- Portfolio Bidding
- Seasonality Adjustments
- Smart Campaigns
- Target CPA
- Target ROAS
- Time-Based Bidding
Conversion Tracking and Analytics
- Assisted Conversion
- Attribution Window
- Conversion
- Conversion Action
- Conversion Funnel
- Conversion Pixel
- Conversion Value
- Cross-Device Tracking
- Data-Driven Attribution
- Event Tracking
- First Click Attribution
- Goal Tracking
- Last Click Attribution
- Linear Attribution
- Macro Conversion
- Micro Conversion
- Offline Conversion Tracking
- Position-Based Attribution
- Time Decay Attribution
- Tracking Code
Landing Pages and CRO
- Above the Fold
- Bounce Rate
- Call Tracking
- Conversion Rate Optimization (CRO)
- Destination URL
- Exit Rate
- Form Optimization
- Funnel Optimization
- Heatmaps
- Landing Page
- Lead Capture
- Message Match
- Mobile Optimization
- Page Load Speed
- Page Relevance
- Session Recording
- Social Proof
- Split Testing
- Thank You Page
- Trust Signals
Display Advertising and Retargeting
- Audience Exclusions
- Automatic Placements
- Behavioral Targeting
- Contextual Targeting
- Custom Intent Audiences
- Display Network
- Frequency Capping
- Google Display Network (GDN)
- Interest Targeting
- Managed Placements
- Placement Targeting
- Remarketing
- Retargeting List
- Similar Audiences
- View-Through Conversions
Shopping and E-commerce PPC
- Feed Optimization
- Feed Rules
- GTIN
- Google Merchant Center
- Image Optimization
- Price Competitiveness
- Product Attributes
- Product Category
- Product Feed
- Product Groups
- Product Title Optimization
- Shopping Campaign
- SKU
- Smart Shopping Campaign
- Performance Max Shopping
PPC Platforms and Tools
- AdEspresso
- Ahrefs
- ClickCease
- Criteo
- Facebook Ads
- Google Ads
- Google Analytics
- Google Tag Manager
- HubSpot Ads
- LinkedIn Ads
- Marin Software
- Microsoft Advertising
- Optmyzr
- SEMrush
- Skai
- SpyFu
- WordStream
- X Ads
- YouTube Ads
PPC Compliance and Traffic Quality
- Ad Policy
- Click Fraud
- Disapproved Ads
- Invalid Clicks
- Restricted Content