5 Star Reputation – Digital Experts for Independent Dealers

Click Dealer’s PPC Jargon Buster

PPC is a discipline littered with baffling terminology which can make this form of advertising seem very complex. Click Dealer’s jargon buster is designed to help PPC novices get to grips with some of the most important concepts.

Our search engine marketing experts at Click Dealer have spent a lot of time mastering the ins and outs of PPC and we have put together a glossary of key terms that we believe will be useful for car dealers wanting to create effective PPC campaigns themselves.

Ad Extensions

Ad Extensions
Extensions can be used as a way to make your PPC ads more appealing, so they are more likely to be clicked. Options include phone number, business address, sitelinks, callouts and review extensions.

 Ad Group

A group of keywords used in a particular campaign.

Ad Rank

The sum of your Quality Score x CPC, this value will determine the position of your ad on search engine results pages.

Click-Through Rate (CTR)

The number of users who clicked on an advert divided by the number of overall impressions. CTR is used to measure how successful a campaign is.


When a set goal is completed, for example, an enquiry form is submitted, this is known as a conversion. Search engines will track visitors to your site and can reveal how many conversions occurred after a user clicked on your PPC ad.

Conversion Rate

Number of conversions divided by the number of clicks an ad has received.

Cost Per Acquisition (CPA)/Cost Per Lead (CPL)

The average amount spent per conversion.

Cost Per Click (CPC)

The amount advertisers spend for each click their paid result gains.

Google Display Network (GDN)

Websites that have consented to Google showing adverts on them are part of the Display Network. Unlike the Search Network, the GDN supports image and video ads.

Google Search Network (GSN)

The most popular virtual space for businesses to advertise, Search Network adverts are those which appear on search engine results pages.


Every time a PPC advert is displayed, whether it is clicked or not, this is known as an impression.

Long-Tail Keyword

Long-tail keywords are highly-specific terms which typically have less competition and high conversion rates.

Quality Score

A score given to ads, which Google calculates by looking at factors such as the relevance of keywords to the search query and user experience on the landing page. Quality score, along with CPC determine ad rank and position.

For more information on PPC Marketing Services from Click Dealer’s expert in-house automotive SEM team, get in touch today via marketing@clickdealer.co.uk, 01782 478220 or through our contact page!


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