7 Important PPC Marketing Terms All Businesses Must Know

Pay-per-click advertising (PPC) can be a crucial and highly successful component of your marketing strategy. However, several business owners still need clarification on the terminologies, are mystified by the discipline and are unsure about measuring their efforts. Businesses can also lose lots of money on PPC campaigns if they don’t do it correctly. 

As one of the reliable digital marketing agencies in Berwick, we put together a list of commonly used PPC-related terms and acronyms you must understand to succeed in PPC advertising. 

1. Pay-Per-Click

Pay-per-click (PPC) or cost-per-click (CPC) is a paid advertising strategy that drives traffic to your site. 

An advertiser will pay a publisher when they click their ad. Commonly associated with search engines such as Bing Ads and Google AdWords, advertisers usually bid on keywords or phrases most relevant to their target audience.

These kinds of advertisements usually show up as display ads appearing on websites with related content. 

2. Search Engine

Search engines (SE) such as Bing and google are software systems designed to search for essential information across the internet. They can provide varying results and be a mix of pictures, web pages, videos, and other files. 

In PPC advertising, search engines enable advertisers to pay a fee to get their listings to rank higher in the search results. These search engines gain money every time users click on the advertisements in the search results. 

3. Search Engine Results Page

A search engine results page (SERP) serves users a series of web pages when they search for something through a search engine. 

It’s priceless real estate for digital marketing agencies. All SERPs are unique and customised based on the user’s experience when entering the search terms, where factors like their physical location and browsing history affect their online experience.

4. Search Engine Marketing

Whether free or paid, Search Engine Marketing (SEM) is the general term encompassing all the methods you can use to influence your company’s status in the search results. 

SEM strategies aim to enhance your company website’s visibility through search engines, where search engine optimisation (SEO) and PPC fall under this marketing category.

5. Clickthrough Rate

The clickthrough rate (CTR) is a typical measurement of your online advertising campaign’s success. 

It’s the percentage of people who click on your advertisement, free listings, and keywords after viewing it. 

You can calculate your CTR by dividing the number of clicks your ad gains by the number of times it appears (CTR = clicks ÷ impressions). For instance, if you gain five clicks and 100 views, you’ll have a CTR of 5%. 

6. Search Query Report

A search query report (SQR) or a “Search Terms Report” is a record that different advertising networks generate to show you how well your ads are performing when searches on a search engine trigger them. 

It will also present authentic search queries that match your keywords.

7. Cost-Per-Acquisition

Lastly, a cost-per-acquisition, or a cost-per-action (CPA), is an online pricing where you’ll pay according to a specific acquisition or action, such as filling out a form, watching a video, or generating a sale. It measures the combined cost to acquire a paying customer or qualified lead for a campaign. 

While it may seem simple enough, many marketers need help to track these acquisitions. And they can do that by using cookie tracking. 

You can use cookies to determine when visitors interact with your site’s content or specific pages. For instance, after a user fills out a form and it redirects them to a thank you page, you can use cooking tracking to register that as a conversion.

Clicking on a Successful Business

While PPC advertising can be a highly successful part of your marketing strategy, you must do it carefully to save money. Familiarising yourself with the essential terms can help achieve a successful PPC marketing campaign. 

Spectra Digital Marketing is a digital marketing agency in Berwick committed to developing comprehensive solutions to ensure your lead in the competition. Enquire now, and allow us to build a successful PPC strategy!