The internet marketing jargon, which mainly consists of acronyms, at times can become a limiting factor for an effective communication between client and service. For instance, people, be it an experienced offshore remarketing services provider or PPC client, often get confused between cost-per-click (CPC) and cost per acquisition (CPA), which also known as cost per lead (CCL). The driving reasons are the presence of countless acronyms and lack of uniformity among their use across the industry. Moreover, digital marketers often forget that clients, who belong to diverse business fields, are not proficient with the language that is common in the PPC industry and among PPC professionals.
Therefore, pay per click (PPC) jargons more often than not prove to be a root reason for miscommunication, whether its presence in the client reports or its use during negotiation with the service provider. We, therefore, here define the common jargons, which are doled around in the industry, with an assumption that everyone, who comes across it, knows what it means.
The amount one pays to search engines— also known as Internet publishers—such as Google, Bing, and Yahoo, for a click on the advertisements displayed on the search result page.
CPA, which many call CPL, is the money internet marketers pay to the search engines for generation of lead on the targeted advertisement. Many consultants or offshore PPC management agencies try to pass CPA for CPC and vice versa, and therefore, ensure that the report you get mentions the right metrics.
Click through rate (CTR)
The metric that is typically utilized for quantifying the success of a PPC campaign. To calculate CTR, the number of clicks an advert attracts is divided by impressions of the advertisement. Impression again is an industry specific jargon, which means the times an internet publisher fetches and displays an ad on the search engine result pages (SERPS).
Conversion necessarily does not mean converting a consumer, the term broadly includes actions that an advertiser desires from a consumer or customers, such as providing information in contact form, reaching some specific page, signing up, added to contact list, and making a purchase.
A PPC campaign is subdivided into ad groups with different sets of keywords, ads, and bids. Typically, a single ad group contains 10 to 15 keywords with different settings.
Remarketing and Retargeting
In the classical sense, remarketing is reaching out to those consumers who have done business with you and had any meaningful interaction with the use of email, whereas retargeting involves showing relevant online advertisements by employing the display network. However, Google Remarketing, which adwords remarketing agency use, involves retargeting methodology where ads are shown by making use of the display network; it is further segmented into standard, dynamic, mobile, search ads, video and email list.