Web Marketing All-in-One For Dummies, 2nd Edition
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Pay per click (PPC) is a popular web marketing tool: You place an ad on a website, pay the site owner for each click-through (that is, every visitor who clicks through to your site), and enjoy the exposure. Like everything else, PPC has its own jargon, which the following list can help you sort through:

  • ad group: Where and how your ads and keyword lists are organized.

  • campaign: Where your ad groups are organized; budgets for spending are set; and other settings are made, such as geography, frequency, and networks.

  • CPC (cost per click): The amount you pay each time your ad is clicked.

  • CTR (click-through rate): The percentage of how many times your ad was clicked, divided by how many times it was shown.

  • destination URL: The address of the web page that your ads go to.

  • display URL: The web address displayed in your PPC ad.

  • impressions: How many times your ad was shown.

  • keyword: The words and phrases you select to bid on.

  • match type: Determines how specifically you want the search engine to match a searcher's query to your keyword list. The types are broad, phrase, exact, negative, and modified broad.

  • maximum CPC: The dollar amount you set that you are willing to pay for each time your ad is clicked.

About This Article

This article is from the book:

About the book authors:

John Arnold is the author of E-Mail Marketing For Dummies and coauthor of Mobile Marketing For Dummies.

Ian Lurie is President of Portent, Inc.

Marty Dickinson is President of HereNextYear.

Elizabeth Marsten is Director of Search Marketing at Portent, Inc.

Michael Becker is the Managing Director of North America at the Mobile Marketing Association.

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