Defined terms
A plain-language glossary
Useful definitions for a better conversation with your next provider.
- PPC
- Pay per click: a common advertising payment model. PPC management includes the work around the account and its results.
- Search term
- What a person searched. A keyword is part of the advertiser’s targeting setup; the two are not the same.
- Media spend
- Money paid to the advertising platform, separate from management and production fees.
- Conversion action
- An action configured for measurement in the advertising platform. Check exactly what it counts.
- Cost per lead
- Spend divided by the leads counted under a defined rule. Different rules can make comparisons misleading.
- Qualified inquiry
- An inquiry that fits the business’s services, geography and requirements.
- Landing page
- The page a visitor reaches after clicking an ad or another link.
Sources & further reading
- Google Ads: conversion measurement
- Google Ads: the search terms report
- Crewsive: published paid advertising services
Platform documentation explains the platform. Crewsive’s service pages describe its offer. Neither is an independent endorsement of Crewsive. Practical advice is our editorial guidance. Worked examples are illustrative, not measured client results.
Cite this entry
Crewsive. “A plain-language glossary.” Best PPC Management Agencies. Content reviewed . https://bestppcmanagementagencies.com/glossary/