Glossary of PPC Search Engine Marketing Terms

learn Pay Per click: B2B - broad match modified keywords

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An advertiser or client type that sells products or services as a business to another business. Examples of B2B advertisers include software companies, business providers of payroll or HR services, and security agencies. B2B requires a different marketing strategy than a B2C advertiser would utilize. A B2B advertiser can also choose to advertiser to B2C but the primary focus is on business customers.

b2b (business to business)

An advertiser or client type that sells products or services as a business to an individual customer. Examples of B2C advertisers include the majority of E-Commerce companies such as or and local service providers such as plumbers and electricians. A B2C advertiser can also choose to advertiser to B2B but the primary focus is on individuals as customers.

b2c (business to consumer)

A display banner or image ad placement on a website or display partner. Below the fold refers to the part of a website or landing page that, when immediately landed on, is not visible to the user without scrolling down the page with the scroll bar. Users who choose to advertise on websites with image ads but do not show due to being below the fold will not generate an impression until the ad is in view for the user to actually see it. Advertisers have the option to choose not to advertise below the fold.

below the fold

PPC is an auction based advertising platform, thus a "bid" is one of the means of control an advertiser has over showing an ad in a higher, ideal position on the Search Engine Results Page (SERP) or a search or display partner. A higher bid does not always guarantee a 1st position in the results, as Quality Score (QS) is another component of Ad Rank, the determinant metric generated by the search engine's algorithm.


A PPC account manager or advertiser can choose to bid up or down on a host of variables to allow for more or less aggressive bidding for serving an ad impression to a user. Bid modifications can be applied to many variables including the time of day (hour of day, day of the week), the device the user is searching on (desktop, tablet, mobile) and the location being searched (such as a state, province, city or zip code). A "+" bid modification is in percentage form. A "+" increases the bid by that percentage, while a "-" decreases the bid by that percentage. An example is a bid modification of +20% will increase the base bid of $1.00 to $1.20.

bid modification

An account manager or advertiser's application of the bids and bid modifications available to get more or less aggressive for specific users and their searches. By tying account performance at a variable level, such as a specific location or time of day, the account manager can apply a bid strategy that either automatically or manually adjusts the bid to better align performance and results. A low performing time of day would receive a negative bid strategy while a high performing time of day would receive a positive bid strategy. Bid strategies can target positions on the Search Engine Results Page (SERP), a set % increase or decrease, or target achievement of specific metrics such as spending a certain amount of the budget for each individual lead.

bid strategy


The third largest search engine, behind and Bing is owned by Microsoft and has a different feel with beautiful images that link to trending topics as well as a program that Microsoft users can enroll in to work toward earning tangible rewards like gift cards and cash.

bing ads

The PPC marketing platform for advertising on the search engine, Bing Search Partners including, and running native ads. Bing Ads is the second largest PPC platform, behind Google AdWords. Bing has 20% the audience size making it a powerful opportunity to go after additional market share opportunity for a business or account manager. 

An analytics metric that measures the percentage of users that land on a website or landing page from a paid or organic listing and immediately left without performing an action such as clicking to another page or performing a form submission. The URL does not need to change to keep a user from being counted as a "bounce" if an interaction occurs such as a form submission without a URL change.

Bounce rate

An advertiser's trademarked name or name of the products offered are considered branded terms. A company or account manager can choose to target branded terms, but must consider the metrics differently from general or long-tailed queries, which are not advertiser specific. Advertisers can choose to show ads on the branded terms of their competitors but cannot use them in the ad copy.

brand search terms or keywords

Broad match keywords

A keyword match type that broadly matches a user's search query or term with the keyword the advertiser is targeting in his or her PPC account. A broad match keyword is the least controlled, broadest matching of the keyword match types. A keyword for "red flowers" could show for unexpected searches such as "yellow daisies" as a search engine is guided by fewer matching rules than the tighter matching types. The broad match keyword type does not have an addendum to its keyword and is added as is.

A keyword match type that more tightly matches a user's search query or term than a broad match. A broad match modified keyword is identified with the addendum use of a "+" before one or more words contained in the keyword. A keyword example for "red +flowers" means that the search term that matches must include "flowers" in its query. A user searching for blue flowers would see an ad, while someone searching for red roses would not. The word in the keyword that has the "+" can show up in any order as long as it is contained in the search performed.

broad match modified keywords

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