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Useful Tips and Tricks to Help You Grow

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Your PPC-to-English Translation

Mar 20, 2017 7:33:00 PM

If you read last week’s marketing tip, you learned that paying for visitors isn’t always bad, and that the best way to do so is with a pay-per-click (PPC) marketing campaign.

Before you get started, there are some terms, acronyms, and definitions you’ll need to know:

  • Ad position – where your ad appears on the page in relation to other ads
  • Ad rank – determines your ad position
  • Clicks – the number of times an ad is clicked
  • Impressions – the number of times your ad is shown on a search results page
  • Clickthrough rate (CTR) – a ratio that shows how often the people who see your ad click it
    • clicks divided by impressions
  • Cost per click (CPC) – how much you pay each time an ad is clicked
  • Cost – total cost of all clicks
  • Quality score – how relevant Google thinks your ads, keywords, and landing pages are
  • Conversion – the number of clicks that result in a conversion
  • Conversion rate – the percentage of clicks that results in a conversion
    • conversions divided by clicks
  • Cost per conversion – the average cost of all conversions
    • cost per click divided by conversions


You can make PPC marketing more effective and affordable by knowing these things:

  • The higher your quality score, the higher your ad rank
  • The higher your ad rank, the higher you will appear on the search engine results page
    • This increases your CTR
  • The higher your quality score, the less you’ll pay for each click


The whole concept of pay-per-click can be confusing, we know. But it’s worth learning because PPC is a perfect tool for putting yourself in front of your target market just when they need you. (And we can help!)

   50 Simple Lead Generation Tactics

Topics: Leads-Sales

Courtney Stallings
Written by Courtney Stallings

Courtney writes and edits content for Leading Results and their clients. She has been described as a Grammar Nazi and enjoys crafting writing with excellent spelling, punctuation, and grammar.

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