For increas your pay per click (PPC ) ads understanding you must have to clear all the basics terminology and things came to across the PPC Advertising. When you work on PPC project or learnt from other online docs you will these basics terms will help you to understand the things better.
Campaign :- Ad Campaigns is first step before creating any ads, It contain all type of ads with same type PPC ad copy, group and keywords and everything. Generally when we require ads of different category or theme we create new ad campaigns. If we have create an ad campaign for shoes and jeans, I will create separate campaigns for both.
Ad Group :- Ad group is collection of ad copy created for our landing page, most of time we create more then one adcopy for provide the best match of users search. Ad Group contain all AdCopy those triggered with best relevancy of users search query.
Ad Copy:- Ad Copy is our main ad which show in search ad results and user interact with it and take an decision of click on it or not. Generally it’s contain the Title, Display URL and Description line.
Keywords:- Keywords are the combination of words those help AdWords and Bing to trigger the ads with finding best match of Ads. We use most business driving keywords generally type by our users when they finding the services similar to our business. Keywords are used with different-2 match type, depending on users search query and our business goals.
Negative Keywords:- Negative keywords are very helpful in optimizing our ad companion. We generally add those keywords and word those increase our ads spends without providing any value. By using negative keywords we can control triggering of our ads with more control.
Ad Extensions:- Ad Extensions and some add-on in our ad copy which generally used for provide more information with our ad copy in search results. Some of important add-ons are Mobile numbers, Links and Locations.
CTR (Click Through Rate):- CTR is term used for ads performance, it’s basically calculate with total no. of ads clicks over Total Impressions, CTR=Click / Impressions. It’s used to define the performance of ad, if you get high CTR means your ads performing good and if your CTR % is low you have to improve it by optimize your ad.
Landing Page:- Landing page is the actual webpage where visitors land after click on PPC ads. It’s the single page where you have to show everything to your visitors for convert it into sale. Your landing page quality helps to manage leads and bid rate.
CTA (Call to Action):- Call to action is term used in landing page, generally it’s Phone No., Product Buy links or should contact form.
USP (Unique Selling Proposal):- USP is term used for points or lines those make your product or services different from others. Most of time they are available with image and listed points just starting to landing page and help to understand your services easily and convert them.
Ad Rank:- Ad rank is term used by Google AdWords and bing ads for calculate the value of ads and their performance in points. AdWords generally count it for provide the PPC ad position in search results.
Ad Position:- When someone search anything in search engine and found ppc ads with different positions. Generally these are 11 ads are available on first page of search results. If your PPC ad show on second position with search queries of users then your Ad Position is Two.
CPA (Cost per Action):- CPA is intermediate term of click and conversion and in many cases count as conversion. It’s cost is greater then per click, when someone click on PPC ads and download any pdf, or video should be count as CPA. Generally AdWords give an option to choose CPA amount for our Ad campaign, it’s depend on metrics and your ad performance.
Impressions :- Impression is how many times your ads show in search results, it’s count all the relevant and irrelevant search. It’s not count the clicks, just count your ad triggered and display in search results, does’t matter which position it get.
Quality Score:- Quality score is term AdWords count within 1-10 for any ad. It’s combination of Keywords, landing page relevancy and CTR.
A/B Testing :- A/B testing generally used when we make experiments with our ads by changing landing page, call to action buttons, Landing page design and another landing page.
Leads:- Leads are steps taken by visitors to contact service provides or business through Filling contact forms and make a call.
Conversions:- Conversions are main goal of any business, In PPC ads conversion done when someone click on your ppc ad and buy your product or hire your services. If you provide pest control services and someone click on your ppc ad and hire you for pest control it’s cont as conversion.
Daily budget– the amount you set for each ad campaign to specify how much, on average you’d like to spend each day.
Display URL – the webpage address that appears with your ad, shown in green color.
I hope this post can help you to understand better about all basic terms used in PPC advertisements, it there is anything remaining you may suggest or contribute through comments. I will very thankful for your valuable comment.