PPC Ian's Pay Per Click Dictionary
Conversion Rate

Conversion rate is an extremely important topic when it comes to pay per click. Conversion rate equals conversions divided by visitors to your site. These days, CPCs are increasing on search engines. No matter how much you optimize ad copy, account structure, match types, and more, the landscape is competitive. So, how do you outshine the competition? Easy! Optimize your conversion rate. The higher your conversion rate, the lower your cost per acquisition. High conversion rates allow you to bid higher on search engines and receive exponentially more traffic.

SEM (Search Engine Marketing) Platforms

SEM (Search Engine Marketing) is quite complicated these days, especially for those organizations that have large budgets. You’re managing thousands of keywords (if not hundreds of thousands or even millions) across multiple match types across multiple search engines (Google and the Yahoo/Microsoft Unified Marketplace). As your account structure gets more and more complex, it starts becoming incredibly inefficient to manage your SEM campaigns with standard tools provided by search engines such as Google’s AdWords Editor (although these tools certainly do help to an extent).

This is where SEM Platforms such as Acquisio step in. SEM Platforms, as the name implies, are third party platforms that give search engine marketers leverage. They allow SEM teams to manage all of their campaigns across all search engines in one place. These platforms are incredibly helpful in terms of SEM Automation, bidding, day-to-day campaign management, keyword generation, reporting, analysis, and so much more. As someone who’s been in the SEM field for over 6 years, I simply can’t imagine managing large corporate campaigns without a solid platform.

So there you have it - my PPC definition of the day! SEM Platforms are sweet third party tools that allow us online marketers to do our jobs more efficiently, more precisely, and with more scale.

Google Content (Display) Network

Google AdWords offers three main classes of opportunities to drive qualified visitors to your website. These opportunities include Google.com search, search partners, and content match (now called the display network).

What is content match, you ask? Simple: It’s a great opportunity to deliver targeted text ads (or image ads) across Google’s network of “display” properties. These properties include large websites such as EzineArticles all the way down to small AdSense publishers.

Content match (the display network) is basically how advertisers leverage AdWords to show up wherever Google AdSense ads are displayed.

Add-On Domains

Today’s pay per click definition of the day is actually more of an SEO web hosting one. Have your heard of add-on domains before? It’s a really cool concept. Basically, hosts like BlueHost and HostGator allow you to host multiple websites from the same account. How is this possible? You get one primary domain and then you can “add on” other domains. When you add on domains, the server technically looks as the addon domain three ways:

   1. First, it looks at it as it’s own URL
   2. Second, it looks at it as a subdomain to the root domain
   3. Last, it looks at is as a folder on the root domain

Important: When you use addon domains, it’s really important to update your htaccess file so the second and third interpretations of the addon domain are 301 redirected to the first interpretation.

Search Engine Marketing (SEM)

Search engine marketing (also known as search marketing or SEM) is the marketing discipline focused on driving quality traffic from search engines. There are two branches of SEM, search engine optimization (also known as organic search or SEO) and pay per click (also known as paid search or PPC). SEO deals with the natural “free” results whereas PPC focuses on paid traffic. Sometimes, people will refer to their PPC operations as “SEM” but this is not technically correct.

These days, search engines also have a stronghold on contextual, display inventory. The discipline of PPC is also expanding to include this traffic as well even though it does not technically come directly from a search engine.

Want to learn more about SEM? Make sure to check out my PPC Blog.

Click Through Rate (CTR)

Click through rate (also known as CTR) is defined as clicks divided by impressions. In the world of online marketing, click through rate is a measure of an ad’s effectiveness and appeal to users. The higher the click through rate, the more users are interested in your ad.

Now, a high CTR does not always mean increased profitability. You can say “free” in an ad, for example, get really high CTR, but then have a low conversion rate. As such, you want to optimize your ad copy for BOTH click through rate and ALSO conversion rate.

Click through rate is closely tied to quality score, on Google and also Yahoo!/Bing. The higher your click through rate, the higher your quality score. It makes perfect sense: Search engines make more money when people click your ad. Moreover, search engines know your ad is relevant to their users if a lot of people click.

Want to learn more about paid search? Check out my blog, PPC Ian! Stay tuned, my PPC dictionary is evolving and more definitions are on their way!

PPC Ian’s Pay Per Click Dictionary

Hello everyone!

Ian’s Ian Lopuch from PPC Ian, one of the top blogs online about pay per click search engine marketing (also known as paid search). I’m always blogging about about PPC, both as a career path and also as an affiliate marketing opportunity. Most of my posts end up being really long, which is a good thing in my opinion.

At the same time, I’m often interested in doing a shorter post, especially after a long day of paid search. Thus, an idea was born: Why not open a Tumblr account and create the best pay per click search engine marketing dictionary on the Internet? On days when I don’t have the time to write a longer post for my pay per click blog, I can simply work on my dictionary!

Stay tuned, I plan on updating my paid search dictionary regularly with timely information for both beginners and seasoned PPC gurus. Thanks so much for reading!

Ian Lopuch (PPC Ian)