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PPC (Pay-Per-Click)

A digital advertising model where advertisers pay a fee each time their ad is clicked.

Ad Copy

The text of an advertisement, including headlines, descriptions, and call-to-action phrases.


Words or phrases that advertisers bid on to trigger their ads when users search for those terms.

Ad Rank

A metric used by search engines to determine the position of ads in search results, based on factors like bid amount and ad quality.

Quality Score

A metric used by search engines to evaluate the relevance and quality of ads and landing pages, affecting ad rank and cost-per-click.


The number of times an ad is displayed to users.

Click-Through Rate (CTR)

The percentage of users who click on an ad after seeing it, calculated as clicks divided by impressions.


An action completed by a user after clicking on an ad, such as making a purchase, filling out a form, or signing up for a newsletter.

Landing Page

A web page designed specifically for visitors who click on an ad, with the goal of converting them into customers or leads.


The maximum amount of money allocated for PPC advertising over a specific period, typically daily or monthly.

Ad Extensions

Additional information or features added to PPC ads to provide more context or encourage interaction, such as site links, callouts, and phone numbers.


A strategy that targets users who have previously visited a website or interacted with an ad, aiming to re-engage them and encourage conversions.

ROAS (Return on Advertising Spend)

A metric that measures the revenue generated for every dollar spent on advertising, calculated as revenue divided by advertising spend.

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