These PPC campaign management definitions are in particular relevant to Google Adwords

 

IMPRESSION SHARE: The number of times your ad was displayed on the search results pages. It will in most cases be less than 100% and possibly as low as 10% depending on how well your campaign is optimized or not

 

CPC: This is the amount you will have to pay every time a person clicks on one of your ads

 

CTR: The click-through-rate on your ads and it is calculated by dividing the number of times an ad is clicked by the total impressions.

 

ECPM: This is a variable that search engines like Google uses to maximize its profits and represents the earnings Google made for every 1000 searches.

 

DAILY BUDGET: This is the amount of money you’re prepared to spend on a daily basis. If your budget is reached your ads will stop showing for that specific day.

 

MATCH TYPES: The main match types are Broad, Modified Broad, Phrase, Exact, Embedded and the different matches for Negative match types.

 

CAMPAIGN: A campaign is made up of related ad groups and ad groups are made up of a collection of keywords which are themed into ad groups.

 

AVG POSITION: This is where your ads showed up on Google in given period of time. Your position will change continuously since Adwords is dynamic and changes all the time. For most businesses being in position 1 is not a good idea.

 

DISPLAY NETWORK: This includes partner sites of Google which are better known as Adsense type sites. Website and blog owners display Google ads on their sites. If someone should click on an ad the advertiser will owe Google money for that click.

 

CONVERSION RATIO: This is the number of completed actions on your site as a percentage of the number of clicks to your website