Okay, so right on cue we’re back with another PPC jargon post for you and we’re kicking things off with all the ‘L’ words this week. There are some core fundamentals in there too – most notably landing pages, location targeting and long-tail keywords – all of which are essential players in any PPC strategy.

None of those should cause you too much trouble though, and it’s a nice short list we have for you today. So let’s crack on and work our way through another letter of the AdWords alphabet – you know the drill by now.


Landing Page: The page users land on after clicking your ads. These are designed specifically for each campaign, to convert users or guide them further down the conversion process.

Note: Setting your homepage as a destination URL does not qualify it as a landing page.



Limited By Budget: A status set on any campaign with a daily budget below the recommended amount by Google. This means your ads won’t display as often as they could, according to AdWords calculations.

LinkedIn Ads: LinkedIn’s paid advertising platform that allows you to display ads on ‘prominent’ pages of the LinkedIn website.

Location Extensions: Show your business address, contact number and map marker with your ad text.




Location Targeting: A series of location targeting features that allow you to pinpoint and display your users, based on countries, regions, towns and various other criteria.

Long-tail Keywords: Longer search terms that aim to specifically match user intent – eg: “Cheapest Nike shoes in Manchester,” rather than “Nike shoes”. Long-tails are less competitive, cheaper and often more likely to result in a conversion.

Low Search Volume: A keyword status that indicates a specific phrase generates little or no search traffic via Google Search.


Okay, so that wraps it up for Part L in our PPC jargon series and we’re flying through them now. We’ll have Part M ready for you next week too, which also incudes a very lonely entry for negative keywords – the only entry representing the letter ‘N’ in our jargon series. Bless.

Don’t forget you can always get in touch if you need a more in-depth explanation of ant the terms we’ve covered so far or you feel we’ve left anything out. Otherwise, be sure to check in next week when we’ll have more essential PPC terminology for you.