The ABC’s of PPC

CPC? What is that?

CTR? What does that mean?

Impression share? Who am I sharing this with?

There are many useful metrics within Google Ads to gauge how well your ads are performing. Unfortunately, Google has not made it very easy to find out what these metrics mean within the tool. Thankfully, we have created a handy-dandy guide with all the important terms (and abbreviations) you need in order to keep track of how your ads are doing!

PPC

While many people use this to talk about “advertising” in general, it actually means pay-per-click. This is the primary method used to charge campaigns.

PPI/PPM

Pay-Per-Impression/Pay-Per-Mille. This means you are charged when people view your ad, not necessarily click on it.

PPV

Pay-per-view is a TV term. Not important.

Campaign

This is the container that holds your ad groups, keywords, and ads.

Ad Group

This is the container that holds your keywords and ads.

Keyword

A list of terms within an ad group that are bid on to trigger your ads when someone searches for that keyword.

Bid

The maximum amount you are willing to pay for a click on your ad from a search term.

Impressions

The number of times your ad appears when someone searches for a keyword you’re targeting.

Clicks

The number of times someone clicks on your ad.

CTR (Clickthrough Rate)

This is the percentage of searchers who click on your ad after seeing your ad (clicks/impressions).

Avg. Position

How high up in the Google search results your ad shows up on average. There are ad placements at the top and bottom of each page (4 top, 3 bottom).

CPC (Cost Per Click)

How much a click on one of your ads costs on average

Cost

How much your campaigns have spent.

Conversions

The number of times someone takes an action on your site after clicking on an ad (contact form fills, calls to the firm, chats).

Quality Score

A score out of 10 of how relevant your ads, keywords, and landing pages are to a person who sees your ads.

SIS (Search Impression Share)

Of the number of times your ads were eligible to appear in the search results, this is the percentage of time they actually appeared.

Search Lost IS (budget)

How often your ad did not appear in the search results because your campaign’s daily budget was too low.

Search Lost IS (Rank)

How often your ad did not appear in the search results because your campaign’s Ad Rank was too low.

Click Share

Of the number of times your ads were eligible to receive clicks, this is the percentage of time they were actually clicked on..

Search (Top) IS

Of the number of times your ads were eligible to appear at the top of the Google search results, this is the percentage of time they actually appeared.

View-Through Conversions

Conversions that are recorded when a user views (but doesn’t click on) your ad, and then converts later.

View-Through Conversion Window

A period of time that you set to allow Google Ads to count view-through conversions.

Ad Rank

This determines your ad position and whether your ads will show at all. There are 3 things that affect your Ad Rank: bids, expected clickthrough rate, and quality score.

 

Understanding the meaning of these metrics is just one part of running successful Google Ads campaigns. Take a look at some of our other articles about advertising, or download our free guide for more help.

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