Glossary of PPC Search Engine Marketing Terms

Learn Pay Per Click: call extensions - cost per acquisition (CPA)

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


An ad extension type that allows PPC advertisers or account managers add a business phone number as an additional piece of information to a text ad. On a mobile device, when a call extension shows up, a click automatically inputs the phone number for a user to call the business immediately. Call extensions should be used by any business that wishes to receive calls from his or her potential customers.

Call Extensions

Refers to the language used in ad copy or on a landing page or website that entices the customer to perform the behavior that creates value for your business. Call to actions are succinct, explicit statements that tell the user what the advertiser wishes for them to do next such as to call the business, fill out a form, or make a purchase. Good Call to Actions include "Call Now for a Free Quote" or "Enter your email to receive our newsletter".

Call to action (CTA)


The highest grouping level in a PPC account. The campaign level chooses the type of advertising channel such as the Search or Display networks and also houses ad groups within the account. Campaigns are intended to have a singular business goal or objective and use one marketing channel. A PPC campaign cannot run unless it has at least 1 ad group, 1 ad and 1 keyword.

A list that can be applied to singular or multiple campaigns by negating phrase or exact match type keywords. A negative keyword list is helpful when the negative keywords need to be negated account-wide or across multiple campaigns in a PPC advertising account. Negative keywords can be found and added to the list in an ongoing fashion by reviewing the search terms report, keyword planner, or finding auto-suggestions using the search engine bar.

Campaign negative keyword lists

A list that can be applied to singular or multiple campaigns by negating specific website placements. While a comprehensive list of Google Display Network or other PPC platform networks are not available for the advertiser's use, websites can be excluded individually ongoing by reviewing the placement reports in the display tab and by using the display planner to find potentially irrelevant websites for the account. The campaign placements exclusion list is helpful when specific placements need to be negated account-wide or across multiple display campaigns in a PPC advertising account. 

campaign placement exclusion lists

An archived list in a PPC account that shows historical changes made to an account over time by individual users made, organized by categories. Change history is a great way to understand who is performing what account management, when it was performed to attribute causality to an account's performance changes, and for PPC agencies to convey the amount of workload performed by the agencies for the client to see value created. Change history reports are available for further analysis.

Change history

User click activity that is not indicative of a normal user's behavior and implies a nefarious action to waste an advertiser's budget. Click fraud includes patterns of behavior that strongly support a user is maliciously targeting the advertiser's ads through multiple clicks, and ongoing click activity. PPC platforms such as AdWords and Bing Ads have attempted to combat this growing problem for its PPC advertisers by creating algorithms to detect fraudulent click activity and credit those clicks back to the advertiser in the form of advertising spend. Advertisers can also choose to use 3rd party click fraud tracking software which integrates with the API to detect and auto-block IP addresses, intended to stop users within certain territories to not be able to see the advertiser's ads anymore.

Click fraud

Click Through

The action a user takes when seeing a PPC advertiser's ad decides to click on the ad and be taken to a website or landing page. The click through shows that a user saw an ad impression and clicked on the ad. This is one metric used in the Click-Through Rate (CTR) metric formula.

A ratio that measures how often, as a percentage, users see an ad and then choose to click on it, taking them to a website or landing page. Taking clicks over impressions, the Click-Through Rate (CTR) is one of the three key components to improving Quality Score (QS) for a PPC account. Account managers can improve click-through rate by writing more enticing ad copy using a Call to Action or listing the key differentiators from competitors as well as taking advantage of the ad extensions available such as adding a business phone number or address listing.

click-through rate (CTR)

A mobile-specific ad type that allows advertisers to run a standard looking ad, but changing the click through from landing on a website or landing page, to instead call the business directly. Click-To-Call ads are helpful for users that do not have a website, have a poor looking or performing website, or wish to increase the amount of calls they receive. A non-mobile friendly website may wish to take advantage of click-to-calls ads, or those that are not user friendly such as having too much copy on the website or small buttons that make it hard to click with fingers.

click-to-call (ad type)

A universally unique 10-digit ID number in Google AdWords that signifies the account number for the advertiser. The client ID is needed to acquire user access or to link accounts to an agency's Multi-Client Center (MCC) AdWords account for agency account management. In Bing Ads the Client ID is known as the XID and is also a 10-digit universally unique number.

client id

A medium available to PPC users on the Google AdWords and Bing Ads marketing platforms that targets ads on partner sites that show a range of content including text, images and videos to show alongside. The content network metrics can be segmented from the main search engine results and search partner results. Content network performance tends to be lower, but leads to lower cost per clicks (CPCs) and an increase in potential market share opportunities. 

Content network

A targeting option for advertising on the display networks for Google AdWords. Contextual targeting allows PPC advertisers or account managers to focus on showing banner or image display ads on websites or even specific pages of websites that use keywords targeted within the account. Unlike search campaigns, the keywords added into display can only strongly orient an image ad to show on websites that tend to discuss the content, rather than to show for users who are actively searching those keywords as queries.

contextual targeting

The intended action or behavior a PPC account advertiser or account manager wishes the user to make. Conversions can be micro, small actions such as looking at a key page on a website or spending a certain amount of time on a website, or macro, key actions such as making a call to the business or filling out an appointment request form. Micro-conversions can be helpful for smaller accounts with low budgets to acquire more traffic data that can help PPC account managers optimize an account toward getting more of these wanted results. Conversions are the value generators of the PPC advertising account marketing efforts.


This metric, also known as Cost Per Conversion, measures how much a PPC account is spending, on average, per micro, macro or both types of conversions with a specific budget amount. Using the number of conversions over the budget spend, an account manager can calculate the Cost per Conversion or Cost per Acquisition (CPA). The CPA is a Key Performance Indicator (KPI) of many service-based advertising accounts that wish to receive a certain amount of leads with a set budget, or to get as many leads as it can without going over the set amount per lead. A KPI goal for CPA can be calculated by measuring the costs associated with getting a lead, times the number of leads that become a paying client on average, times the number of leads that provide referral business. 


continue learning ppc search engine marketing terms

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