A Glossary of Pay Per Click Terms

The world of pay per click (PPC) search engine marketing uses terms you don't come across in other types of marketing. Understanding pay per click terminology can help you know what you're paying for and what you're getting in the PPC world:

Broad match: A keyword matching method in which an ad is matched with searches that are similar to the specified keywords	Exact match: A keyword matching method in which an ad is matched with searches that include the exact keyword phrase and nothing else	Pay per Call: Similar to PPC, except that the advertiser pays when the searcher calls a phone number
Click fraud: Clicks on your ads that were carried out for fraudulent purposes	Geo-targeting: Targeting ads to particular geographic regions	Phrase match: A keyword matching method in which an ad is matched with searches that include the exact keyword phrase, though with other words before or after
Content placement ad: A PPC ad placed on a content page rather than on a search-results page; also called a contextual ad	Impression: An individual placement of an ad on a Web page	PPA (Pay Per Action): An advertising campaign in which the advertiser pays when a particular action is completed, such as a sale or a form being filled in
Conversion rate: The number of people at any point who carry out a particular action; in particular, who come to your site and buy from you or provide lead information; a visitor is being "converted" into a buyer.	Keyword matching: Refers to different methods for matching keywords associated with your ads, with the search terms entered by people at the search engines; see also Broad match, Exact match, Phrase match, and Negative match.	PPC (Pay Per Click): An advertising campaign in which the advertiser must pay each time someone clicks an ad
CPA: Cost per Acquisition	Landing page: The page the visitor lands on after clicking an ad	ROI (return on investment): A measure of how much profit you make for a particular advertising investment
CPM: Cost per thousand ad impressions (the M is taken from the Roman numeral for 1,000)	Negative match: A form of keyword matching in which ads are never matched with searches that include the specified negative keyword	SEM (search engine marketing): Activities designed to generate business through Web search engines; some people use the term to refer specifically to PPC activities
CTR (click-through rate): The percentage of people seeing an ad who click it	Organic search results: Nonpaid search results	SERP (search engine results page): The page a search engine displays containing your search results

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