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Understanding
PPC Acronyms
Simple definitions for paid search acronyms
WHAT DOES PPC MEAN? 2
PPC: Pay-per-Click
Pay-per-Click is a form of online advertising that focuses on driving traffic
to a website that advertisers pay for on a per click basis.
WHAT IS SEM? 3
SEM: Search Engine Marketing
SEM is simply another name for pay-per-click marketing. It consists of
purchasing traffic to a website. SEM is sometimes used as an umbrella
term to refer to PPC and SEO but in most cases is used to solely describe
PPC.
WHAT DOES CPC STAND FOR? 4
CPC: Cost-per-Click
Cost-per-Click is a mathematical calculation used to represent the
average cost an advertiser pays per click on their advertisement. It
is easily calculated by dividing the total cost by the total number of
clicks received.
CPC = Total Cost/Total Clicks
MAX CPC VS ACTUAL CPC? 5
Max CPC is the bid set as the maximum you are willing to pay for
one click on your ad.
Actual CPC is an average of what you are actually paying for one
click on your ad. Actual CPC is often less than your max CPC bid.
WHAT IS CTR? 6
CTR: Click-Through-Rate
CTR represents the frequency in which an ad is clicked on after it
receives an impression. To calculate CTR, divide the total number of
clicks by the total number of impressions.
CTR = Total Clicks/Total Impressions
WHAT DOES CPA MEAN? 7
CPA: Cost-per-Action
CPA is a representation of how much an advertiser pays per desired
action on site (i.e. a sale or submission). CPA is calculated by dividing the
total ad cost by the total number of actions completed by those ads.
CPA = Total Cost/Total Actions
WHAT DOES ROAS MEAN? 8
ROAS: Return on Advertising Spend
ROAS represents the total amount of ad revenue generated compared to
the total ad spend. This is similar to ROI (return on investment) but
focuses solely on ad spend as opposed to the entire investment made
into advertising.
ROAS = (Total Ad Revenue - Total Ad Cost) / Total Ad Cost
WHAT DOES CRO MEAN? 9
CRO: Conversion rate optimization
CRO is the practice of optimizing a website's design and user experience
in combination with your search marketing ads in an effort to improve
conversion rate.
WHAT DOES AOV STAND FOR? 10
AOV: Average Order Value
AOV represents the average amount of revenue generated by an
online sales or transactions. AOV is calculated by dividing the
total revenue generated by the total number of sales.
AOV = Transactions / Revenue
STILL CONFUSED? 11
Contact Us to learn more!
Further your PPC learning and get
more great information while
learning about our monthly PPC
management services.
http://www.ppc-essentials.com
ppc-essentials@portent.com

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PPC Acronyms for Beginners

  • 2. WHAT DOES PPC MEAN? 2 PPC: Pay-per-Click Pay-per-Click is a form of online advertising that focuses on driving traffic to a website that advertisers pay for on a per click basis.
  • 3. WHAT IS SEM? 3 SEM: Search Engine Marketing SEM is simply another name for pay-per-click marketing. It consists of purchasing traffic to a website. SEM is sometimes used as an umbrella term to refer to PPC and SEO but in most cases is used to solely describe PPC.
  • 4. WHAT DOES CPC STAND FOR? 4 CPC: Cost-per-Click Cost-per-Click is a mathematical calculation used to represent the average cost an advertiser pays per click on their advertisement. It is easily calculated by dividing the total cost by the total number of clicks received. CPC = Total Cost/Total Clicks
  • 5. MAX CPC VS ACTUAL CPC? 5 Max CPC is the bid set as the maximum you are willing to pay for one click on your ad. Actual CPC is an average of what you are actually paying for one click on your ad. Actual CPC is often less than your max CPC bid.
  • 6. WHAT IS CTR? 6 CTR: Click-Through-Rate CTR represents the frequency in which an ad is clicked on after it receives an impression. To calculate CTR, divide the total number of clicks by the total number of impressions. CTR = Total Clicks/Total Impressions
  • 7. WHAT DOES CPA MEAN? 7 CPA: Cost-per-Action CPA is a representation of how much an advertiser pays per desired action on site (i.e. a sale or submission). CPA is calculated by dividing the total ad cost by the total number of actions completed by those ads. CPA = Total Cost/Total Actions
  • 8. WHAT DOES ROAS MEAN? 8 ROAS: Return on Advertising Spend ROAS represents the total amount of ad revenue generated compared to the total ad spend. This is similar to ROI (return on investment) but focuses solely on ad spend as opposed to the entire investment made into advertising. ROAS = (Total Ad Revenue - Total Ad Cost) / Total Ad Cost
  • 9. WHAT DOES CRO MEAN? 9 CRO: Conversion rate optimization CRO is the practice of optimizing a website's design and user experience in combination with your search marketing ads in an effort to improve conversion rate.
  • 10. WHAT DOES AOV STAND FOR? 10 AOV: Average Order Value AOV represents the average amount of revenue generated by an online sales or transactions. AOV is calculated by dividing the total revenue generated by the total number of sales. AOV = Transactions / Revenue
  • 11. STILL CONFUSED? 11 Contact Us to learn more! Further your PPC learning and get more great information while learning about our monthly PPC management services. http://www.ppc-essentials.com ppc-essentials@portent.com