A Beginner’s Guide to PPC Jargon, Lingo & Buzzwords

A Beginner’s Guide to PPC Jargon, Lingo & Buzzwords

Sometimes when you are working with an agency it can seem daunting to hear the buzzwords you don’t know. Things like: “it looks like you have a healthy impression share”. And it completely understandable if you’re new to the world of digital marketing.  As industry experts it’s sometimes easy to forget that not everyone speaks our language!

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Fear not! Below, I have explained the most common terms when it comes to Paid Search Marketing!

Remarketing / Retargeting: This refers to a strategy that allows advertisers to target their site visitors elsewhere on the web. This means that after visiting a site that’s doing remarketing, you will see ads for that company on other sites you visit around the web; effectively “remarketing” to you.

Geo-Targeting:  With regards to PPC, Geo-Targeting is a away of only reaching the users within the area you operate and wish to target. Google can define were a person is located when searching and will be able to show them ads that are most relevant to them.

Impression Share: As it says it command the amount of the paid search market you have a share in based on your budget! If you have a low impression share it means your budget it not enough to put your ad out there the majority of the time people are searching for your targeted keywords.

Local Search: This allows users to find businesses that are within a local geographic range.

CTR: Click Through Rate: This is the level of consumers who click through to your site after they have seen your advertisement!

PPC Match Types:

  • Broad Match – This is the default match for whenever you add a keyword. In its most basic terms, it means that whenever anyone types in any variation of your keyword it will appear.
  • Exact Match – This means that your ad will ONLY show up when someone types in your keyword exactly as it is written.
  • Phrase Match – Your add will only appear when someone types your keyword in as written with additional words on either side of the keyword.

Conversion: A desired action taken by someone who visits your site. This can be anything from filling out a contact form, making a purchase, to signing up to your contact list.

CPL: The amount of money you are spend for every lead.

Google Keyword Planner:  Found in the AdWords interface, this tool helps advertisers find new keyword ideas and adds them to your account. This can also be used to estimate traffic volume, identify negative keywords and determine competition level as well.

Negative Keyword: In pay per click we have the option to prevent your ad from showing when a certain phrase is typed in.  This is achieved through Negative Keywords

Hope this blog has provided a few helpful hints to make your meetings as productive as possible!

Post By Gemma Foster (2 Posts)

Gemma is a proven account specialist, with a dedicated focus on increasing her clients business with proven metrics and dynamic creative.


It's a competitive market. Contact us to learn how you can stand out from the crowd.

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  • avatar

    These are indeed the latest buzzwords in the world of paid search. Remarketing used to be the hidden secret of the big internet marketers and now is out in the public domain with platforms that have made using it really simple.
    2 other terms which are very common are CPC and CPM. CPC stands for cost per click and CPM is cost per mille or per thousand impressions(mille is a Latin word). These are the most crucial metrics since it is related to the money being spent on campaigns.

  • avatar

    Great article! I have had to Google search these terms in a few occasions and it helps to have them all in one spot. Adsense changed recently and I had to Google RPM because I wasn’t sure of it’s meaning. 🙂

  • avatar
    Shawn Gossman 


    Thanks for this article 🙂 There were a few of them that I didn’t know about! I am sure there are a lot more as well so a part #2 might be something to have in store for us!

  • avatar

    Articles like these are always helpful. Especially in the IM community there are a lot of specific terms and abbreviations that can make reading articles or tutorials rather stressful.

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