Are you getting ready to launch your first Pay-per-click (PPC) campaign and suddenly hit with unfamiliar lingo (CPC, CT, Quality Score, etc.)? It can feel like you're learning a whole new language. Don’t worry, in this post, we’re breaking down the most important PPC terms in plain English so you can run your ads confidently and get better results.
A PPC campaign and keyword performance results.
Understanding Common PPC Terms
Let’s start exploring some basic PPC terms you're likely to encounter:
- CPC (Cost-Per-Click): This is exactly what it sounds like—the amount you pay every time someone clicks on your ad. Think of it like paying for foot traffic to your website.
- CTR (Click-Through Rate): This tells you how often people are clicking on your ad after seeing it. A higher CTR usually means your ad is working.
- Quality Score: This is Google’s way of rating your ad. It looks at how relevant your ad is, how well it matches the keywords, and how good your landing page is. Better scores can mean lower costs and better placement.
- Ad Rank: This one determines where your ad shows up on the search results page. It’s based on your bid, your Quality Score, and whether you’re using other tools like ad extensions.
- Impressions: An impression is counted every time your ad appears in front of someone. It’s a good way to measure reach, but this metric alone doesn't tell you if your ad is performing well.
- Conversions: This is the action you want your lead to take, such as filling out a form, booking a showing, or calling your office. Conversions are one of the clearest ways to measure your ad’s success.
- Keyword Match Types: These determine how closely someone’s search has to match your keyword for your ad to show up. Broad Match casts a wide net, Phrase Match is a bit more targeted, and Exact Match gives you the most control.
- Negative Keywords: These are words you tell the platform to avoid. For example, if you’re selling homes, you might want to exclude “rent” or “apartment” to keep your budget focused.
- Ad Assets (formerly Extensions): Ad Assets are the extra information you can add to your ad (a phone number, links to specific pages, a map to your office, and more). They can boost your visibility and make your ad more useful.
- Ad Position: Ad position refers to the placement of an ad on the search engine results page (SERP). Higher positions typically yield greater visibility and click-through rates.
- Ad Group: An ad group is a collection of ads with a common theme or set of keywords. Organizing ads into ad groups allows for more targeted and relevant advertising campaigns.
- ROAS (Return on Ad Spend): This one simply tells how much money you make for every dollar you spend on ads. It’s a key metric to keep an eye on to analyze results.
- Search Query Report (SQR): This report shows you the actual searches people typed in when your ad appeared. Use this to refine your keywords and spot what needs improvement.
Encountering PPC jargon can be overwhelming at first, but understanding them can save you time, money, and a lot of frustration. Moreover, they can help you in creating and analyzing PPC reports!
A keyword's performance based on its clicks, impression, CTR, and position.
How PPC Ads Help
PPC advertising provides faster results than organic marketing methods, which is a big incentive for mastering PPC terms. It also provides flexibility with your budget and ad spend, enabling you to adjust them in real time to drive best possible performance and maximize ROI. Plus, PPC is highly targeted. It allows you to target based on factors like location, demographics, interests, and device type. This exposes your ads to the most relevant leads, which increases the possibility of conversion.
If you're feeling more confident about running PPC ads, visit Google Ads and start today! Or, if you need professional PPC support, feel free to contact our PPC experts to optimize your campaign.
An example of a PPC campaign results.
PPC Resources
We want to make it easier for you to access educational materials to level up your PPC knowledge. Check out the SEO and PPC section of the new Resources page for informative blogs and guides, and visit the updated REW Academy for tutorial videos and webinars on PPC. These are free resources that are available to you, so bookmark these pages and start your journey of becoming a PPC expert!
Resources page and REW Academy's PPC section.
Join the REW Forum
Be part of the REW Forum and stay up to date with the latest PPC trends, tips, and best practices. Joining the REW Forum is also a great way to connect with other real estate professionals, PPC experts, and our own team. This is your chance to ask questions, and share your own insights! Join us today.
PPC Terms FAQ
What are the benefits of PPC ads for real estate businesses?
PPC ads offer real estate agents and businesses quicker results compared to organic methods. They provide high control over advertising efforts, precise targeting, and cost-effectiveness, resulting in increased lead generation and ROI.
Who can I reach out to in order to enhance my PPC campaign success?
If you're struggling with your PPC campaigns, don't hesitate to seek professional support. Our expert PPC team can help you navigate challenges and optimize your strategies for better results.