The following are the basic terms that are used every day in the PPC world:

Impression- When an ad displays on a search engine results page, but the advertiser does not click on the ad that would link off the results page.

Clicks- Well, a click is a click. Please don’t use the term, “hit” that is so 1998

Click Through Rate- The number of clicks divided by the number of impressions will result in the Click Through Rate also know as the CTR

Cost Per Click- The amount search engines charge for a click off the results page and onto the Landing Page. Cost per click is set at the Keyword level and is often referred to as CPC.

Keyword- What is typed into the search query and what is search marketers bid on in PPC buying interface such as Google’s Adwords

Quality Score- A system used by Google to help determine the price of keywords. Google will reward advertisers with lower a CPC and higher position on a results page when Keywords have high a CTR and strong relevancy to the search query.

Landing Page- Where advertisers decide to send traffic when a user clicks on an ad. The landing page does not have to be the home page.

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Basic Pay Per Click Terminology