Today we have a triple bill of PPC jargon for you with Parts Q, R and S all rolled into one. It’s a snug fit, but we can just about squeeze the three in together – so let’s not waste too much time on the intro and get right into it.


Quality Score: A score on your ads, keywords and landing pages that affects the price you pay for winning bids and the position of your ads.

Note: Quality score is a vital component of Google Ad Rank formula (Ad Rank = CPC bid x Quality Score).



Reach: A marketing term that summarises the total number of people who see your ads and other marketing material. This can be a numerical total, location-based or measured by numerous other factors.

Recommended Daily Budget: An estimate set by AdWords for the minimum amount you need to set your daily budget at, to get the most impressions for any given keyword. You can find out more about how Google calculates this at the AdWords Help page.

Referrer URL: The URL of the page visitors are on when they click an ad/link to your site – eg: a Google Search URL or a website URL from the Display Network. Referrer URLs are used by many analytics platforms, including Google Analytics, to show you where traffic is coming from.

Relevance: How closely your ad campaigns match the intent of users – fundamental to everything PPC. For more info on the role of relevance in AdWords you can head on over to the support page.

Remarketing: A data-driven advertising strategy to target previous visitors to your website.



Return on Investment: AKA ROI – The profit you make from your PPC efforts against the cost of your ad spend and any other expenses. This is one of the most important metrics in any marketing strategy, but it can be measured in numerous ways. It also has some weaknesses you should be aware of to prevent misusing it.

Search Partners: A number of non-Google sites where your ads can display – for example, AOL. There is no official published list of Google partners.

Search Network: The entire collection of Google and non-Google search sites where your ads can show.



Search Query: A full search entry typed into any search engine by users.

Search Terms Report: A report that shows the exact search terms (or queries) that have triggered your ads. You can use these reports to identify new search terms, remove poor performing terms and adjust your bids accordingly. To see more about how you can use Search Terms Reports visit AdWords Help.

Segment: A category you can assign to groups of data to specify opportunities and measure results. An example would be to segment data for each “Day of the week” to see when your ads perform best and adjust your bids or wider strategy.

Serving: The status given to video ads that have been approved to appear on YouTube. You can learn more about the AdWords approval process here or watch the video below:



Social Extensions: An ad extension that show how many people are following you on Google+.

Split Testing: AKA A/B Testing – A method of running two or more versions of the same ad, landing page or a page further down the conversion process to see which option performs better.


And there you have it. One more post and we’re done with our glossary of PPC jargon and terminology. Hopefully we’ve cleared up some confusion for you and helped you realise these PPC phrases aren’t as scary as they first appear. As we’ve mentioned before, we’ll be putting all these terms together as a resource on our website, so no pressure to remember them all – just bookmark the page and you have it forever!