PPC Glossary: Key Terms Explained
Match types, Quality Score, impression share, bidding strategies: our PPC glossary explains the vocabulary of paid search and paid social. Each entry notes what the term means for your budget.
About this ppc glossary
Entries cover keywords and targeting (broad, phrase and exact match, negative keywords, search terms report, audiences), auction mechanics (Quality Score, ad rank, impression share, CPC), bidding (manual CPC, target CPA, target ROAS, maximise conversions), campaign types (Search, Performance Max, Demand Gen, Shopping) and results (conversion value, ROAS, CPA). Each definition is brief, with a line on how it affects spend or results.
It is most useful when reviewing an account or an agency report. Knowing that impression share lost to rank is different from lost to budget, for example, tells you whether to improve ads or simply spend more. Similarly, a falling Quality Score usually points to a relevance or landing page problem rather than a bidding one, and the entry explains what to check first.
Performance Max #
A Google Ads campaign type that uses automation to serve ads across all Google channels from one campaign.
Related: Performance Max Campaign Services
ROAS (return on ad spend) #
Revenue generated divided by ad spend.
Ad rank #
The value that determines an ad’s position, based on bid, quality and expected impact of extensions.
Related: Google Ads Management Services
CPA (cost per acquisition) #
Total ad spend divided by the number of conversions.
CPC (cost per click) #
The amount paid each time someone clicks your ad.
CTR (click-through rate) #
Clicks divided by impressions, shown as a percentage.
Negative keyword #
A term you exclude so your ads do not show for irrelevant searches.
Quality Score #
Google’s 1–10 rating of ad relevance, expected CTR and landing-page experience.
Remarketing #
Showing ads to people who have previously visited your site or app.
Related: Remarketing Services
Case studies & resources
Real-world results and practical reading to help you plan your next step.
Client stories
How similar work has played out for other businesses.
Helpful resources
Guides, tools and articles our team recommends on this topic.
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