Your Pay-Per-Click Roadmap
Ever been lost in the midst of a conversation about PPC?
- What is an Ad Group? How do you calculate click-through-rate? We can help you navigate the confusing world of pay-per-click advertising. Our team has pulled together a roadmap of common PPC terms to help guide you through
your next marketing meeting or pitch from an advertising agency.
Common PPC terms
- Campaign: A group of Ad Groups that will be managed under the same budget and settings (location targeting, network and device preferences are all set at the Campaign level).
- Impressions: The number of times your ad is served. Whether you are on the top of the page or the bottom, if your ad is served it counts as an impression.
- Ad Group: A group of keywords and ads that will be shown together.
- Keyword: The word you put into your advertising account that you'd like to target.
- Clicks: The number of times your ad has been clicked on.
- Query: The actual word a user types into the search engine. This query is then matched to your keywords using the Match Type limitations you have set.
- Bid: The maximum amount you would like to pay for a click. Given Google's introduction of Enhanced Campaigns and other bid modifiers, your cost-per-click may be higher than your bid on some occasions.
- Placement: A website that you'd like your Google Display network ad to appear on.
- Average Position: The average position your ad was served in. This number is susceptible to the laws of math: if your Average Position was 5, you may never have shown in position 5 but could have shown half the time in position 1
and half the time in position 10.
- Google Display Network: A network of sites that show ads (AdSense) from Google AdWords accounts. There are multiple ways to target sites: contextual targeting, placement, etc.
- Quality Score: Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions. (Google.com) Uses factors
such as CTR and landing page copy, exact calculation is proprietary.
- Match Type: The limitations you'd like the search engine to use when matching queries to your keywords (Broad, Phrase and Exact are the standard match types to be used). For example if you have the keyword "medical assistant"
on Phrase match in your account, Google can show your ad for queries like "medical assistant school" and "salary of a medical assistant" but not "medical physician assistant" because the phrase has been broken up.
- CTR: The click-through-rate (CTR) measures the quality of ad relevance to keyword and the effectiveness of your ad. Calculation: Clicks/Impressions x 100.
- CPC: The cost per click (CPC) you paid. This is often lower than your bid. Calculation: Cost/clicks.
Still need help navigating the world of PPC advertising? Call Effective Student Marketing at 978-475-0880 to learn how we can help your school with your advertising campaigns! www.effectivestudentmarketing.com.