PPC Definitions | Common Pay Per Click Advertising Terms


What’s PPC? For that matter, what’s CTR, CPC, and a number of different mystical phrases? No worries, relating to advertising and marketing, Pay Per Click on (PPC) promoting is as keen on tricky-sounding jargon as the following trade. 

We’re right here that can assist you decode the acronyms and standard phrases which can be utilized in paid advert campaigns in Google, Fb, LinkedIn, and different channels, so you possibly can familiarize your self with what your advertising and marketing company’s PPC specialist is saying and get extra worth out of your campaigns.

We’ll assist familiarize you with widespread PPC definitions, and we’ll break up it out in 5 methods:

  1. Large-Image PPC Phrases and Definitions
  2. Common Sorts of Pay Per Click on Adverts
  3. Sorts of Google Adverts and Definitions
  4. LinkedIn Advert Varieties and Definitions
  5. Sorts of Fb Adverts and Definitions

PPC Glossary: Large-Image Phrases

Some PPC phrases and definitions are fairly simple, whereas others would possibly go away you scratching your head. To get began, familiarize your self with the next widespread PPC phrases utilized in ppc promoting {that a} PPC specialist would possibly share with you. Whereas not a complete checklist of basic PPC phrases, it’ll assist present a strong basis.




Pay Per Click on — a class of on-line advertisements that fees you each time a viewer clicks on the advert

Advert Inventive

The copy or photographs you utilize to advertise PPC campaigns


Variety of occasions somebody views your advert


Variety of occasions an individual clicks on an advert


Click on-By way of Charge — that is expressed as a proportion, and is set by the variety of advert clicks divided by advert impressions


Value Per Click on — that is decided by dividing the cash spent on advertisements by advert clicks

Key phrases

The search phrases you bid on in an effort to place your advertisements in an advert channel

Destructive Key phrases

A sort of key phrase you possibly can choose that you just don’t need to rank for


Also referred to as a lead; when somebody engages with an advert by way of a cellphone name (i.e. click-to-call) or filling out a lead kind


The cash spent on a marketing campaign

Finances/Every day Finances

The greenback quantity you want to spend on a selected advert marketing campaign every day

Goal Audiences

The teams of individuals with particular pursuits, intents, areas, and so forth. of these you’re attempting to succeed in on-line together with your advertisements. Relying on the advert platform (Fb, Google, LinkedIn, and so forth.), you possibly can choose from a variety of classes resembling job title, pursuits, or particular individuals who have visited your website

Common Sorts of Pay-Per-Click on Adverts

Throughout the world of PPC, there are a lot of forms of advertisements that can be utilized throughout numerous advert platforms. The next are a few of the hottest forms of advertisements you’ll probably encounter.



Search Advert

A text-based advert the place you bid to indicate up in search outcomes (i.e. Google Search Adverts or Microsoft Promoting, previously Bing Adverts)

Show Advert

A picture-based advert displayed on channels like Google or Fb, for instance



These phrases are interchangeable; refers to advertisements which can be proven to individuals who have already visited a web site (after they exit that website) 


A set of a number of photographs — two or extra — that may be scrolled via by the viewer

Dynamic Adverts

An advert that incorporates many fast-moving, rotating photographs in an effort to entice somebody to click on on a suggestion that meets their pursuits

Social Adverts

Adverts that run in social networks like Fb, LinkedIn, and Twitter

Google Adverts (typically referred to by its former identify, Google AdWords) to get a high quality rating. The next 4 forms of Google Adverts are essentially the most generally used and function a terrific place to begin for PPC. 



Google Search Advert

A text-based advert, the place an advertiser selects numerous key phrases and bids on them to indicate advertisements in Google search consequence pages (SERP)

Google Show Advert

An image-based advert, referring to advertisements that present within the web sites which can be a part of the Google Show Community

Google Responsive Advert

A type of Google show advert that features each design and replica parts, so it might seem both as a search advert or a show advert, and in numerous sizes and combos of textual content and/or photographs, relying on the place it’s proven

Google Video Advert 

An advert kind that means that you can promote a video whereas additionally exhibiting clickable textual content and different parts to entice engagement. Generally used to advertise YouTube movies (keep in mind, Google owns YouTube)

Search Impression Share

This exhibits you ways the efficiency of your advertisements compares with the efficiency of others’ advertisements. It’s decided by dividing the variety of impressions your Google Search advertisements obtained by the impressions you had been eligible to obtain, based mostly in your bidding, advert funds, and different elements

LinkedIn Advert Varieties

LinkedIn is a good platform for B2B entrepreneurs who need to attain professionals of their audience. It’s the #1 social platform for business-minded people who worth networking and the insights of others of their trade. As with our checklist of phrases for Google Adverts, this isn’t each kind of obtainable advert in LinkedIn Adverts, however consists of these mostly used.



LinkedIn Sponsored (Picture) Advert 

A picture-based advert that shows in customers’ LinkedIn feeds; a part of LinkedIn’s Sponsored Content material advert options

LinkedIn Textual content Advert

A replica-based advert that additionally features a emblem and seems within the LinkedIn channel. Not almost as generally used because the similar-minded Google Search Adverts

See how HubSpot makes use of these advertisements right here

LinkedIn Video Advert

An advert format for selling video inside the LinkedIn feed. Whereas Google video advertisements can hyperlink to a YouTube video by way of its URL, in LinkedIn you possibly can add a video to indicate to prospects

LinkedIn Engagement Advert

An advert technique the place as an alternative of spending cash to obtain clicks on a touchdown web page as the first end result, you bid primarily to obtain extra likes or web page follows, though touchdown web page clicks additionally consequence from engagement advertisements

Sorts of Fb Adverts

Lately, B2B corporations have warmed to the concept of selling their presence on Fb, realizing the advantages of Fb promoting for recruiting particularly. Equally to different platforms, Fb Adverts enable customers to focus on particular standards and pursuits that can assist you attain your meant viewers. The next 4 forms of Fb Adverts are essentially the most generally used.



Fb Picture Advert

A picture-based advert that shows in customers’ Fb feeds, could be a single picture or a carousel of a number of photographs

Fb Advert with Instagram Placement

Fb owns Instagram, so that is a simple advert sync you received’t discover in different platforms. It’s a Fb image-based advert that exhibits in customers’ Fb feeds and may also be seen by Instagram customers

Fb Video Advert

An advert format that promotes a video inside the Fb feed. Whereas Google video advertisements can hyperlink to a YouTube video by way of its URL, in Fb you possibly can add a video natively to indicate to prospects

Fb Procuring Advert

An advert format that means that you can add a feed of a number of merchandise, resembling obtainable autos, to show in a carousel format on customers’ Fb feeds

Find out how to Run PPC Advert Campaigns

The assorted platforms present some steerage, making it appear to be it’s comparatively simple to run PPC advertisements. Nonetheless, you would possibly nonetheless be disillusioned with the outcomes for those who don’t work with a PPC specialist. When you aren’t leveraging the correct standards — researching key phrases that align together with your purchaser personas, utilizing the perfect platform, organising advert parameters correctly, selecting the best photographs and timing, and a number of different parts of a profitable PPC marketing campaign — you could possibly find yourself spending some huge cash with little or no return. 

Understanding the fundamentals of PPC and the way advert campaigns work in numerous platforms is just the start. Much more vital is knowing how PPC advertisements match inside your general advertising and marketing technique. Work together with your inbound advertising and marketing company to leverage their web optimization experience that can assist you get the outcomes and ROI you’re on the lookout for. 

We’re completely happy to speak via your choices and discover how PPC promoting can match into your inbound advertising and marketing technique. Get in contact, and likewise try our web optimization Survival Information beneath for extra insights into how paid advertisements and strong natural web optimization technique can work collectively.  


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