Siren Search - PPC Agency Dedicated to Paid Search



0800 612 8077

PPC Glossary - Common Terms Explained


Ad group - An ad group contains one or more ads which target a set of keywords. You set a bid to be used when your ad is triggered by the keywords in the ad group. This is called a cost per click (CPC) bid. You can also set prices for individual keywords within the ad group.


Average Position - This refers to the average position on a search result page that an ad appears in when it's triggered by that keyword.


Campaign - These contain your ad groups and give structure to the products and services you wish to advertise to your customers. Ads in the campaign share the same campaign budget.


Clicks - When a potential customer clicks on your advert in Google search results leading them to your website (also associated with CTR – Click Through Rate).


CPC (Cost-per-Click) - This is the highest amount that you are willing to pay for a click on your ad. You can set a maximum CPC at the keyword or ad group level. This is not always the amount you pay, the average cost-per-click is a better indication of how much you are being charged.


CTR (Click through Rate) - This is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). A keyword's CTR is a strong indicator of its relevance to the user and the overall success of the keyword.


Daily Budget - Your daily budget is the amount that you're willing to spend on a specific AdWords campaign each day. The daily budget is never exceeded over the period of a month.


Google AdWords - Google’s advertising program based on pay –per click pricing.


Impressions - This is the

What is PPC?

PPC Management

Website Design

PPC Training

number of times your advert is shown to potential new customers in Google search results.


Keyword - These are the words that are selected to target your potential customers. Keyword matching options can be used to further target customers.


Landing Page - This where a customer is brought to on your website when they click on your ad.


Optimization - This is the process of working on and modifying your ad campaigns to improve the quality and performance of your campaigns.


Quality Score - This is a measure of how relevant your ad, keyword, or web page is. Quality Scores help ensure that only the most relevant ads appear to users on.



>> See our PPC FAQs page for common PPC questions




Contact Us



Follow Us...


Join us on Facebook

PPC Twitter 

Birmingham PPC Twitter




RSS Feed 

Subscribe to PPC Feed

Share - Get Social!





"Being new to Google PPC, we found Siren Search to be an approachable agency that got us on to the first page of Google quickly from which we saw a increase in sales"

Jay - UK Granite

See more testimonials >>


"After deciding to outsource our PPC, Siren Search gave us instant results reducing our campaign cost by 50% whilst increasing our CTR. We very much recommend their service."
Gary - i4c Publicity

See more testimonials >>

Siren Search Blogs

Siren Search PPC Blog »
Recent Blog Posts:
- Advances in search and PPC for mobile devices
- The importance of location in search and PPC Management

Birmingham PPC Management Blog »
Recent Blog Posts: 
- Will the iPad revolutionize the way people find businesses through PPC?
- Siren Search Birmingham PPC Management Service

YouTube Channel 

See our PPC videos

Copyright Siren Search © 2010
A leading Birmingham PPC Management Company