Your PPC Glossary
Paid media is full of buzzwords, abbreviations, and technical language that can make even experienced marketers pause for a second. At Precisionly, we believe in cutting through the jargon. This glossary explains the most common terms used in paid search, display, video, and performance marketing, in simple, straightforward English.
Whether you’re a business owner, CMO, or marketing manager, this guide will help you understand what your agency or platform is talking about, make smarter decisions, and spot opportunities to improve efficiency.
Whether you’re a business owner, CMO, or marketing manager, this guide will help you understand what your agency or platform is talking about, make smarter decisions, and spot opportunities to improve efficiency.
A – B – C – D – E – F – G – H – I – J – K – L – M – N – O – P – Q – R – S – T – U – V – W – X – Y – Z
A
Ad Extensions
Extra pieces of information that appear below your main ad, such as links, prices, or a phone number. They help your ad stand out and give people more ways to engage.
Example: Adding “Call now” and “Get a quote” links beneath a search ad for an insurance company.
Ad Rank
The score that decides where your ad appears on a search results page. It’s based on your bid, ad quality, and expected impact.
Example: A well-written ad with strong click-through rates can outrank a competitor who bids higher.
Ad Schedule
The days and times your ads are shown. You can adjust this to reach people when they’re most likely to convert.
Example: Showing ads for a travel company during evenings and weekends when people are researching holidays.
Attribution
How credit for a conversion is given across different clicks or ads that led to a result. It helps you see what really influenced the customer’s decision.
Example: Someone clicks a YouTube ad, then later a search ad, and finally converts. Attribution decides which ad gets the credit.
Audience Segment
A group of people with shared traits, interests, or behaviours. Used to show ads to the right type of audience.
Example: Targeting people interested in property investment aged 30–55 who have recently visited estate agent websites.
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Extra pieces of information that appear below your main ad, such as links, prices, or a phone number. They help your ad stand out and give people more ways to engage.
Example: Adding “Call now” and “Get a quote” links beneath a search ad for an insurance company.
Ad Rank
The score that decides where your ad appears on a search results page. It’s based on your bid, ad quality, and expected impact.
Example: A well-written ad with strong click-through rates can outrank a competitor who bids higher.
Ad Schedule
The days and times your ads are shown. You can adjust this to reach people when they’re most likely to convert.
Example: Showing ads for a travel company during evenings and weekends when people are researching holidays.
Attribution
How credit for a conversion is given across different clicks or ads that led to a result. It helps you see what really influenced the customer’s decision.
Example: Someone clicks a YouTube ad, then later a search ad, and finally converts. Attribution decides which ad gets the credit.
Audience Segment
A group of people with shared traits, interests, or behaviours. Used to show ads to the right type of audience.
Example: Targeting people interested in property investment aged 30–55 who have recently visited estate agent websites.
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B
Bid Strategy
The method you use to tell the ad platform how to spend your budget. It can aim for more clicks, conversions, or value depending on your goals.
Example: Using “Maximise conversions” when you want Google Ads to focus on getting more leads.
Bounce Rate
The percentage of visitors who leave your landing page without taking any action. A high bounce rate can signal that your ad or page needs improving.
Example: If 80% of visitors click your ad but leave the page instantly, your bounce rate is 80%.
Broad Match
A keyword match type that shows your ad for searches related to your keywords, even if they don’t contain the exact words. It reaches a wide audience but needs close monitoring.
Example: The keyword “wedding rings” could trigger your ad for “engagement jewellery.”
Budget
The amount of money you set aside for your campaigns. You can control it daily or by campaign to manage spend.
Example: Setting a daily budget of £50 for your Google Ads campaign.
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The method you use to tell the ad platform how to spend your budget. It can aim for more clicks, conversions, or value depending on your goals.
Example: Using “Maximise conversions” when you want Google Ads to focus on getting more leads.
Bounce Rate
The percentage of visitors who leave your landing page without taking any action. A high bounce rate can signal that your ad or page needs improving.
Example: If 80% of visitors click your ad but leave the page instantly, your bounce rate is 80%.
Broad Match
A keyword match type that shows your ad for searches related to your keywords, even if they don’t contain the exact words. It reaches a wide audience but needs close monitoring.
Example: The keyword “wedding rings” could trigger your ad for “engagement jewellery.”
Budget
The amount of money you set aside for your campaigns. You can control it daily or by campaign to manage spend.
Example: Setting a daily budget of £50 for your Google Ads campaign.
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C
Call to Action (CTA)
The prompt that tells users what to do next, such as “Get a quote” or “Start today.” A clear CTA can lift conversions.
Example: A property ad using the CTA “Book your free viewing today.”
Click-Through Rate (CTR)
The percentage of people who saw your ad and clicked on it. It shows how appealing your ad is to your audience.
Example: If 100 people see your ad and 5 click, your CTR is 5%.
Conversion
An action that matters to your business, such as a purchase, lead form submission, or phone call.
Example: Someone filling in a contact form to request a quote.
Conversion Rate
The percentage of visitors who completed your desired action after clicking an ad.
Example: If 20 out of 200 visitors fill in your form, your conversion rate is 10%.
Cost per Click (CPC)
The average amount you pay when someone clicks on your ad. It’s one of the main ways ad platforms charge for traffic.
Example: Paying £1.50 each time someone clicks on your ad.
Custom Segment
A group you define yourself based on search terms, websites visited, or interests. Used in Google’s audience targeting to reach very specific users.
Example: Targeting people who’ve searched for “best mortgage deals” and visited comparison sites.
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The prompt that tells users what to do next, such as “Get a quote” or “Start today.” A clear CTA can lift conversions.
Example: A property ad using the CTA “Book your free viewing today.”
Click-Through Rate (CTR)
The percentage of people who saw your ad and clicked on it. It shows how appealing your ad is to your audience.
Example: If 100 people see your ad and 5 click, your CTR is 5%.
Conversion
An action that matters to your business, such as a purchase, lead form submission, or phone call.
Example: Someone filling in a contact form to request a quote.
Conversion Rate
The percentage of visitors who completed your desired action after clicking an ad.
Example: If 20 out of 200 visitors fill in your form, your conversion rate is 10%.
Cost per Click (CPC)
The average amount you pay when someone clicks on your ad. It’s one of the main ways ad platforms charge for traffic.
Example: Paying £1.50 each time someone clicks on your ad.
Custom Segment
A group you define yourself based on search terms, websites visited, or interests. Used in Google’s audience targeting to reach very specific users.
Example: Targeting people who’ve searched for “best mortgage deals” and visited comparison sites.
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D
Daily Budget
The average amount you’re willing to spend each day on a campaign. Google may spend slightly more or less daily but keeps to your monthly limit overall.
Example: Setting a £30 daily budget which Google balances across the month.
Data-Driven Attribution
A type of attribution model that uses machine learning to decide how credit for a conversion is shared between clicks. It’s based on real performance data, not guesswork.
Example: Google analysing which touchpoints had the biggest impact on conversions and weighting credit accordingly.
Display Ads
Visual ads that appear across websites, apps, and YouTube. They use images or animations to attract attention rather than text only.
Example: A banner ad for a holiday resort appearing on a travel blog.
Dynamic Search Ads
Ads that use your website content to automatically match search queries. Ideal for large sites or when you don’t have time to build hundreds of keyword lists.
Example: Google scanning your property listings page to generate ads for “villas in Marbella.”
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The average amount you’re willing to spend each day on a campaign. Google may spend slightly more or less daily but keeps to your monthly limit overall.
Example: Setting a £30 daily budget which Google balances across the month.
Data-Driven Attribution
A type of attribution model that uses machine learning to decide how credit for a conversion is shared between clicks. It’s based on real performance data, not guesswork.
Example: Google analysing which touchpoints had the biggest impact on conversions and weighting credit accordingly.
Display Ads
Visual ads that appear across websites, apps, and YouTube. They use images or animations to attract attention rather than text only.
Example: A banner ad for a holiday resort appearing on a travel blog.
Dynamic Search Ads
Ads that use your website content to automatically match search queries. Ideal for large sites or when you don’t have time to build hundreds of keyword lists.
Example: Google scanning your property listings page to generate ads for “villas in Marbella.”
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E
Engagement
Any interaction someone has with your ad, such as clicks, views, or video plays.
Example: A YouTube ad counts an engagement when someone watches more than 30 seconds.
Exact Match
A keyword match type that shows your ad only when the search matches your keyword closely.
Example: The keyword [cheap flights] only triggers your ad for searches like “cheap flights.”
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Any interaction someone has with your ad, such as clicks, views, or video plays.
Example: A YouTube ad counts an engagement when someone watches more than 30 seconds.
Exact Match
A keyword match type that shows your ad only when the search matches your keyword closely.
Example: The keyword [cheap flights] only triggers your ad for searches like “cheap flights.”
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F
Frequency
The number of times a single person sees your ad within a set period.
Example: If one user sees your ad three times in a week, the frequency is three.
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The number of times a single person sees your ad within a set period.
Example: If one user sees your ad three times in a week, the frequency is three.
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G
Geo Targeting
Showing ads based on someone’s location, such as a country, city, or postcode.
Example: Targeting users in Norwich only for an event happening in the city.
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Showing ads based on someone’s location, such as a country, city, or postcode.
Example: Targeting users in Norwich only for an event happening in the city.
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H
I
Impressions
The number of times your ad is shown.
Example: If your ad appears on screen 1,000 times, that’s 1,000 impressions.
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The number of times your ad is shown.
Example: If your ad appears on screen 1,000 times, that’s 1,000 impressions.
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J
K
Keywords
The words or phrases you target so your ads appear when people search for related terms.
Example: Targeting the keyword “car insurance quotes” so your ad shows for that search.
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The words or phrases you target so your ads appear when people search for related terms.
Example: Targeting the keyword “car insurance quotes” so your ad shows for that search.
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L
Landing Page
The page people land on after clicking your ad.
Example: A lead form page that encourages visitors to request a quote rather than sending them to your homepage.
Lookalike Audience
A group of people who share similar traits to your existing customers.
Example: Upload a list of users who already bought from your site, so an ad platform can find people with similar traits, behaviours.
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The page people land on after clicking your ad.
Example: A lead form page that encourages visitors to request a quote rather than sending them to your homepage.
Lookalike Audience
A group of people who share similar traits to your existing customers.
Example: Upload a list of users who already bought from your site, so an ad platform can find people with similar traits, behaviours.
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M
Machine Learning
A type of artificial intelligence that analyses data and improves results automatically over time.
Example: Google’s Smart Bidding uses machine learning to adjust bids for better performance.
Manual CPC
A bidding strategy where you set your own maximum cost per click instead of letting Google do it automatically.
Example: Setting a £2.00 max CPC on a keyword yourself.
Match Types
Rules that tell Google how closely a search term must match your keyword for your ad to show.
Example: Broad match, phrase match, and exact match are all different match types.
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A type of artificial intelligence that analyses data and improves results automatically over time.
Example: Google’s Smart Bidding uses machine learning to adjust bids for better performance.
Manual CPC
A bidding strategy where you set your own maximum cost per click instead of letting Google do it automatically.
Example: Setting a £2.00 max CPC on a keyword yourself.
Match Types
Rules that tell Google how closely a search term must match your keyword for your ad to show.
Example: Broad match, phrase match, and exact match are all different match types.
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N
Negative Keywords
Keywords you add to stop your ads showing for irrelevant searches.
Example: Adding “free” as a negative keyword to avoid people looking for free trials.
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Keywords you add to stop your ads showing for irrelevant searches.
Example: Adding “free” as a negative keyword to avoid people looking for free trials.
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O
Optimisation Score
A percentage score in Google Ads showing how well your account follows Google’s recommendations.
Example: A score of 90% means Google thinks your setup is strong but can still be improved slightly.
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A percentage score in Google Ads showing how well your account follows Google’s recommendations.
Example: A score of 90% means Google thinks your setup is strong but can still be improved slightly.
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P
Paid Search
Advertising that shows in search engine results when users look for specific keywords.
Example: Running ads that appear above organic listings when someone searches “compare mortgages.”
Performance Max (PMax)
A Google Ads campaign type that shows ads across all Google channels using automation and machine learning.
Example: One campaign that covers Search, YouTube, Display and Gmail placements automatically.
Phrase Match
A keyword match type that shows your ad when someone’s search includes your keyword phrase in the same order.
Example: “Buy car insurance” can trigger for “buy car insurance online” but not “insurance for cars to buy.”
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Advertising that shows in search engine results when users look for specific keywords.
Example: Running ads that appear above organic listings when someone searches “compare mortgages.”
Performance Max (PMax)
A Google Ads campaign type that shows ads across all Google channels using automation and machine learning.
Example: One campaign that covers Search, YouTube, Display and Gmail placements automatically.
Phrase Match
A keyword match type that shows your ad when someone’s search includes your keyword phrase in the same order.
Example: “Buy car insurance” can trigger for “buy car insurance online” but not “insurance for cars to buy.”
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Q
Quality Score
A score from 1–10 in Google Ads QS is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers.
Example: You can use the Quality Score diagnostic tool to identify where it might be beneficial to improve your ads, landing pages or keyword selection.
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A score from 1–10 in Google Ads QS is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertisers.
Example: You can use the Quality Score diagnostic tool to identify where it might be beneficial to improve your ads, landing pages or keyword selection.
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R
Remarketing
Targeting people who have already visited your site or interacted with your brand.
Example: Showing YouTube ads to users who visited your pricing page but didn’t enquire.
Responsive Search Ads (RSAs)
Ads that automatically test different headlines and descriptions to find the best-performing combinations.
Example: Adding 15 headlines and 4 descriptions for Google to mix and match dynamically.
Return on Ad Spend (ROAS)
The amount of revenue made for every pound spent on ads.
Example: A ROAS of 5 means you earn £5 for every £1 spent.
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Targeting people who have already visited your site or interacted with your brand.
Example: Showing YouTube ads to users who visited your pricing page but didn’t enquire.
Responsive Search Ads (RSAs)
Ads that automatically test different headlines and descriptions to find the best-performing combinations.
Example: Adding 15 headlines and 4 descriptions for Google to mix and match dynamically.
Return on Ad Spend (ROAS)
The amount of revenue made for every pound spent on ads.
Example: A ROAS of 5 means you earn £5 for every £1 spent.
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S
Search Impression Share
The percentage of times your ad showed out of all possible impressions it could have had.
Example: A 70% impression share means your ad appeared 70% of the time it was eligible to.
Search Terms Report
A report showing the exact words people searched before clicking your ad. Also sometimes described as the SQR (search query report)
Example: Seeing “cheap car insurance for young drivers” in your search terms list.
Smart Bidding
Automated bidding strategies in Google Ads that use machine learning to optimise for conversions or value.
Example: Using Target CPA bidding to automatically get leads at your desired cost per acquisition.
Split Test (A/B Test)
Testing two versions of an ad or landing page to see which performs better.
Example: Running one ad with “Get a quote” and another with “Start your free trial” to see which wins.
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The percentage of times your ad showed out of all possible impressions it could have had.
Example: A 70% impression share means your ad appeared 70% of the time it was eligible to.
Search Terms Report
A report showing the exact words people searched before clicking your ad. Also sometimes described as the SQR (search query report)
Example: Seeing “cheap car insurance for young drivers” in your search terms list.
Smart Bidding
Automated bidding strategies in Google Ads that use machine learning to optimise for conversions or value.
Example: Using Target CPA bidding to automatically get leads at your desired cost per acquisition.
Split Test (A/B Test)
Testing two versions of an ad or landing page to see which performs better.
Example: Running one ad with “Get a quote” and another with “Start your free trial” to see which wins.
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T
Target CPA (Cost per Acquisition)
An automated bidding strategy that aims to get as many conversions as possible at your target cost.
Example: Setting a target CPA of £20 to acquire leads for around that cost.
Target ROAS (Return on Ad Spend)
An automated bidding strategy that focuses on reaching your target revenue return for every pound spent.
Example: Setting a target ROAS of 500% to aim for £5 return per £1 spent.
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An automated bidding strategy that aims to get as many conversions as possible at your target cost.
Example: Setting a target CPA of £20 to acquire leads for around that cost.
Target ROAS (Return on Ad Spend)
An automated bidding strategy that focuses on reaching your target revenue return for every pound spent.
Example: Setting a target ROAS of 500% to aim for £5 return per £1 spent.
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U
UTM Parameters
A URL setup that helps you track where clicks come from using custom parameters.
Example: Adding {keyword} and {campaign} tags to measure which terms drive conversions.
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A URL setup that helps you track where clicks come from using custom parameters.
Example: Adding {keyword} and {campaign} tags to measure which terms drive conversions.
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V
W
X
Y
Z
Zero Impressions
A term for when an ad group or campaign isn’t showing at all.
Example: If a new campaign has zero impressions after a day, it may be paused, disapproved, or misconfigured.
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A term for when an ad group or campaign isn’t showing at all.
Example: If a new campaign has zero impressions after a day, it may be paused, disapproved, or misconfigured.
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